The Formula for a Successful Dental SEO Campaign
Smart use of online marketing techniques can make your business unique in the eyes of your customers by emphasizing your less obvious strengths.
Around the world, dental professionals are increasingly turning to technological means of promotion in order to ensure uninterrupted flow of business, often using marketing methodologies they know very little about. Just like in many other fields, Search Engine Optimization (SEO) is the flavor of the day, so you will find dozens of ads for dental SEO around the web, many of them promising quick rise to the top of the Google ranking page. It would be foolish to ignore this trend, but dental providers should know that each SEO campaign depends on a range of parameters and that no clear-cut formulas for overnight success exist in this field. Before you embark on a dental SEO adventure that could significantly affect your profitability in the next period, you should be prepared to complete a checklist of preparatory activities and answer several key questions about your business plans.
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Find out what makes you special
The entire system of website ranking is based on content relevance – search engines are trying to display the results most likely to lead to further clicks on the top of each page. That means a good SEO campaign must be well-structured and focused, placing the most relevant parts of the dental portfolio of services into the spotlight instead of attempting to dominate the general topic, which would be a very costly exercise. For example, an established dental provider could decide to advertise high-end services, which would require online marketing activities to be built around custom keywords related to such services and possibly include rich media contents such as video. At the other end of the spectrum, new providers might want to insist on affordable prices and convenient hours, which would impact the choice of techniques suitable for their objectives.
Dental SEO marketing is not some kind of a magic wand that just creates new leads out of thin air. This is a very effective channel for reaching new customers, but only for organizations able to properly identify their main target groups and put together a competitive offer. Only then does it makes sense to invest in acquiring technical expertise in online marketing and initiating a concerted effort to get good ranking on major search engines. When you know exactly which terms define the core values of your business, it becomes simpler to optimize your online contents based on those terms.
Learn what the people are searching for
On the grand scale, demand always dictates the supply. When you apply this rule of thumb to the level of internet search advertising, the conclusion is that analyzing general search trends can be a rich source of insight for dental providers looking to make a splash in the market. It is relatively easy to follow user behavior through Google Analytics and a range of other tools. This empowers you to learn how the patients search for dental services and what exact wording they are using when looking for a new provider. In-depth research of this kind can provide excellent clues that can be used to create an effective dental SEO plan that will drive new business development.
Furthermore, understanding the nature of demand can help dental professionals formulate their services in a manner that mirrors patient expectations. If dental plans appear to be in great demand on the online market, some providers might be tempted to create popularly priced packages and promote them over the internet to gauge the reaction. Staying in constant touch with the customers and their search habits is the best way to stay a step ahead of the competition and to keep the offering as sharp as it can possibly be.
Your location matters
Most dentists draw over 90% of their business from a very well-defined geographical area, so they have little need to implement national or global promotion efforts. Speaking in SEO terms, dental organizations may be best served by optimization efforts aimed at a narrow locale, which is usually done by including the name of the town or region where the dental practice is situated among the primary keywords. This strategy can save a lot of money by directing the resources where they are most likely to create immediate returns, at the same time strengthening customer base and contributing to word-of-mouth reputation in the geographic area.
So in translation, it is important to get to the top of Google results, but it is completely alright if that’s just a list of Google results for best dental practitioners in your ZIP code. Who cares if millions of people located thousands of miles away click on your website – the goal of a dental SEO campaign is to put patients in the seats quickly and there is no better way to do that than starting in your own neighborhood. Rare exceptions to this rule might apply for dental practices located in major metropolitan areas, which may have an incentive to expand their online focus to include frequent travelers, but this only proves that location-based thinking is a central tenet of the dental service industry.
Follow the numbers
Online marketing is a very dynamic discipline that relies heavily on quantitative research, so it is smart practice to do follow up analyses of your dental SEO activities every so often. The results may not always be pretty, especially early on, but it is much better to have forward warning and be ready to redirect the funds towards the channels that create traction. A great online marketing campaign is always a work in progress, because there is always another wrinkle to iron out, another key detail to get in sync with the incoming data. Constant improvement is key.
Dental professionals who want to take advantage of the rising power of online marketing need to maintain a flexible attitude and respond to needs of their patients in real time. For these techniques will aid your business, but every business is as unique as the people that operate it. For this reason SEO should not be too automated, it should be tailored to each specific business to highlight its strengths, and deliver the best conversion rate. Modern interactive tools allow for precise monitoring of the pulse of the market, providing dental businesses with the window of opportunity to strike while the iron is still hot!
As a dentist, you may not have taken the time to think about the way the internet can truly benefit your practice. After all, it’s more likely that you have enough going on with patients and running your practice then it is that you have the time to worry about your online presence. However, in today’s tech-driven world, it may be time that you shift your attention and start to consider the importance of being online. With Crawford and O’Brien dental SEO, we can make it easier for clients to find you, which will help you increase the amount of patients you have and the revenues that you are earning.
Get Found Today
How do patients find you? Do you hand out business cards to your current clients in hopes that they’ll share with friends? Do you run a local TV or news advertisement that you hope people won’t change the channel when they see? Or maybe you’re just hoping that your location will be enough to draw in people who are driving by? If you are relying on any of these outdated methods of marketing, it’s time to make a shift.
With dental SEO marketing from Crawford and O’Brien, we are going to make it easier for clients to find you today. Each day, millions of people around the world get online and use a search engine like Google to find services that they need. However, if your online presence isn’t search engine optimized, then you don’t have a chance when it comes to getting recognized before the competition.
Maximizing your SEO efforts is the best way for you to get recognized and your online marketing efforts will be much more rewarding than anything else that you’ll do for your practice. Contact us today to find out how Crawford and O’Brien can help you with your dental SEO efforts.
It’s Not Just About Your Website
If you have a website, you are on the right path to getting more traffic with your online efforts. However, you might be surprised to find out that the path doesn’t have just one lane on it. Instead, there are a variety of different paths that you’ll want to consider in order to make sure that your clients are finding you online easily. With Crawford and O’Brien dental SEO, we’ll help you develop a stronger social media platform, more consistent content, and we’ll even manage your online reputation to make sure that people feel comfortable trusting you with their oral health. In addition, we can also take a look at that old website and spruce it up a bit too, if necessary.
You Don’t Have Time, So Let Us Do It For You
You are busy, and we get that. And what’s even more encouraging is that once you start working with us, you are going to get even busier with clients coming through the door. Don’t let the focus on your practice falter, but rather let Crawford and O’Brien make sure that your online presence is working for you in a way that will benefit all of your efforts.