The Formula for a Successful Dental SEO Campaign
If you’re a dentist, you are losing money every day you don’t rank #1 on Google.
If you don’t use effective online marketing techniques,
you are not letting patients find your practice. You aren’t unique in their eyes.
Because of this, dental professionals are increasingly turning to technology for marketing without knowing about the methods they are using. Many dentists have turned to using, Search Engine Optimization (SEO). You will find dozens of companies toting Dental SEO around the web. Many of them promising a “quick rise” to the top of Google Rankings.
But dental providers should know getting to the top of Google depends on a range of factors, and no clear-cut formulas for overnight success exist. Before you embark on a SEO adventure that could significantly affect your profitability, you need to answer several key questions about your business plans and goals.
The importance of search engine optimization (SEO) can never be understated in this day and age. Popular search engines like Google and Yahoo define what a person chooses to wear, decides what to eat, how to dress and so on and so forth. The impact of these search engines stretches far beyond that spectrum and has ripples in the noble field of dentistry. Believe it or not, the reason why your rivals have been succeeding recently isn’t their superior dental skills; it’s because they have better dental SEO.
What We Do For Dental SEO
Our services for our clients in the dental industry range from on-page optimization to high-quality press releases. Potential clients are informed that should they choose to do business with us, they will be putting themselves in the best of hands.
This is actually just an overview. Our entire SEO processes are over 10 pages…which you don’t want to have to read. But these main points cover the majority of what’s working in 2016 – and will continue to work in the future because it’s what Google wants to see – which is amazing content and authority. If you’d rather watch a video that covers most of these topics, just click here: http://crawfordandobrien.wistia.com/medias/g5foa3ev3n
1. On-Page Optimization
On-page optimization is critical for a dental organization to survive. It is not just about making sure that your website has the fastest loading speed; there’s so much more to it than that. In the past, having the fastest loading speed was it. Now, a web page must also have original (unique) content to thrive.
Google’s algorithm is only 15% on-page optimization. Back in the good old days (2004-2009) on-page SEO was over 50%, so it was much easier to game the system. But it’s been 15% for over 3 years now. But it’s still paramount to do properly without looking spammy and hurting rankings. We make sure that your permalinks, title tags, h1 tags, and content are optimized and that there are content pages, images, videos, and more for each service you provide. Google loves amazing, fresh content, so that’s why all the pages need 1000+ words of text and video etc. We make sure to target the best keywords so you get the most traffic and conversions. On-page SEO is really just making sure that the code has no errors, load-speed is fast, and that there is no duplicate content on the site. If there is, it has to get fixed.
2. Guest Blogging
Guest blogging can skyrocket your organization’s internet credibility. The more high-profile the guest blog, the more chances your web page has of breaking into Google News.
We write high quality blog posts and get them published on high authority websites. Google’s most important element to their ranking algorithm is how many high authority websites are linking to your website. So we only go after high authority website and send them blog posts to publish – and these blog posts have a link to your website. Google indexes this link and adds trust to your domain name – and thus ranks your website higher. That’s a simple explanation – we can talk on the phone if you’d like more of an explanation. Here is an example guest post:
3. Press Releases
Even though press releases aren’t as important as they were once before, they are still a safe bet of increasing your chances of being featured on Google News. This is exactly why we still offer our services for press releases.
Google has devalued the links from press releases, but they are still worth doing because we can rank them for great keywords that would benefit your practice. Plus, it helps diversify your link portfolio so your links look natural. Think about it. Getting in the news is natural as long as the links don’t look spammy with keyword stuffed anchor text.
We get newsworthy stories (with your help) and get them published on famous news sites. This help generate links back to your website, and the articles themselves tend to rank high in Google as well. Here’s an example of a press release:
Google loves to see fresh, unique content on your website, so we write / publish blog posts on your website multiple times every month. Again, theses are professionally written…no duplicate or crappy content. We only produce quality, which helps represent your brand better. Then we drive social signals from real people to the blog posts to help for social signals. Not only that, but we take that blog post and syndicate it across social sites like pdf sharing sites, slide sharing sites, audio sharing sites, video sharing sites, etc. so we generate plenty of great, natural-looking links. There should be more time spent marketing a blog post than writing it – and we make sure to do that and go the extra mile.
There’s a reason why bloggers are the rock stars of the digital age. When a web page keeps on publishing new and unique content, Google boosts its online rating. A web page with a high rating will more often than not be featured on Google News. Once a web page has been featured on Google News, the traffic on that web page increases exponentially.
5. Local SEO
There’s a difference between organic and local search engine optimization (SEO). The web pages that respect the subtle differences between the two are the ones that survive in this age of constant innovation.
We make sure that you show up in the top 7 local results for your most important keywords. Notice the Google maps results and the 7 local results? That’s local SEO. The main 4 components to Google’s local SEO algorithm are:
1. Reviews (quantity and authority of Google account)
2. NAP consistency (name, address, phone) among all the directories your business name is mentioned in. All the business info has to be the same.
3. High authority links to your website (links from CNN.com or Yahoo.com etc.)
4. Correct business info / categories and claiming your Google+ local page.
Here’s a great article that explains the difference between organic and local SEO:
We make sure your directories have Name, Address, Phone (NAP) consistency in all the big names like Google+, Yelp, CitySearch, MapQuest, etc. This helps you rank higher in the local results and Google maps. We can also help you get more reviews on these websites, which not only makes you look good – but boosts your rankings in the local results – notice how usually the guys with the most reviews have the highest ranking? It’s about 1/3 of the Local SEO ranking pie.
For your business to thrive, you must make sure that your organization has the same directories in all of the major search engines that people tend to use. If your dental practice has different addresses on two different search engines, it makes your organization look a bit shady and can destroy customer relations before they even begin.
Estimated ROI (Return on Investment)
If you’re in a town of 200,000 people, you should be getting at least 12-15 new patients per month from SEO at the very least if you’ve been doing SEO for 6 months or more. So if you’re not, then you’re missing out. And it’s really about search volume on Google, not just population. Las Vegas gets more dental searches than San Diego, which is a city with 5x the population of Las Vegas. So basically, with most of our clients, the ROI on SEO is usually 500%.
There’s a bunch of spammy SEO companies out there, so please check out some of our results so you can see that we know what we are doing.
Here are some of our clients and most profitable / competitive keywords to search.
You can paint the prettiest picture or pitch the perfect business model to a potential client and still see them choose your rivals because they got an empty assurance from them. However, in the field of dental SEO, you need not worry as we promise you a handsome return on your investment.
Why Should you Choose Crawford and O’Brien for Your Dental SEO?
The biggest reason why you should opt for our services and not our rivals is that we actually care about helping our clients‘ businesses grow. Unlike our competitors, we don’t take pride in increasing our list of clients but rather in increasing the profits of our existing clientele. On top of that, you can rest assured knowing that we will only be using the latest and most efficient methods for boosting your company’s online credibility so that it has more chances of popping up on the results page of most search engines.
We actually get results. I’m confident other companies charge less. But you would get less results. It’s that simple. It’s all about value, not price. But make sure you ask other companies if they get link juice from CNN and Yahoo. Ask them if they do guest blogging on authority sites like DentistryIQ. Ask them if they do viral infographic campaigns that drive social signals. Most wouldn’t be able to say yes, which means that their methods aren’t good enough to work today. Maybe 5 years ago. But actually, a good number of SEO companies would hurt your rankings because of using outdated methods. But with us, you WILL get positive results.
We would need access to your site to make sure there’s enough content on each page that we are trying to rank, and we would also be publishing blog posts and infographics. But other than that, most of SEO is off-page, so getting high quality links from authority sites like CNN.com. After 3 months of SEO, your ROI should definitely be positive, and after 6 months, your ROI will be really positive – even covering the costs from day 1. Our expectation is that within 3 months you will be on page 1.
So would you spend around 1k to make 5k in the short term (the lifetime value of a dental patient is much higher)?
To learn more about SEO, watch this video: http://crawfordandobrien.wistia.com/medias/g5foa3ev3n
WHAT MAKES YOUR DENTAL PRACTICE DIFFERENT FROM YOUR COMPETITORS?
Dental SEO marketing is not a magic wand that just creates new leads out of thin air. this is a very effective channel for reaching new customers when dental practices 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. When you know exactly which terms define the core values of your business, it becomes less complicated to optimize your online contents based on those terms.
As the entire system of website ranking is based on content relevance, search engines display the results most likely to lead to further clicks on the top of each page. Meaning, a good SEO campaign must be well-structured, focused and relevant. The best parts of your dental portfolio are placed in the spotlight.
For example, an established dental provider could decide to advertise high-end services exclusively. You would require online marketing activities to be built around custom keywords related to high-end services including rich media content such as video. At the other end of the spectrum, new providers can insist on affordable prices and convenient hours, and adapting their strategies and techniques to their objectives.
KNOW THE WORDS PATIENTS SEARCH
The most common mistake that dental practitioners make when advertising their business online is that they tend to overcomplicate their message and end up using medical terms in their practice’s meta description. This leads to more confusion than clarity in the minds of their potential patients as they are likely to have little to no knowledge of the medical terminologies commonly used by doctors. Consequently, your advertisement should be in such simple words that it makes your practice look unprofessional. There needs to be a balance between the two, and those who understand this difference are the ones who tend to succeed.
On the grand scale, demand always dictates supply. You should apply this rule of thumb to 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 patients search for dental services and the exact wording they are using when looking for a new provider. In-depth research can provide excellent clues for an effective dental SEO plan that will drive new business to you.
Furthermore, understanding the nature of demand can help dental professionals formulate their services in a manner that mirrors patient searches. For example, 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. Keep the offering as sharp as it can possibly be.
Dental Search Engine Optimization Drives Patients to You
Once you know what makes you different and you have done the research to learn what people search, you can merge these factors to help you decide what keywords you should be using in your website’s content. The right keywords are the heart of any dental SEO marketing plan. They not only guide potential patients to your site, but also if they are used correctly, they can help your site rank more highly.
Are you using the right keywords? Find out if you are with a complimentary strategy session from Crawford and O’Brien!
YOUR LOCATION MATTERS
Most dentists draw more than 90 percent 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.
You do this 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 and strengthening your customer base and contributing to your word-of-mouth reputation in the geographic area.
So, in translation, you want to be on top of Google results, but it’s better if you are on top 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 your office quickly. And there is no better way to do that than starting in your own neighborhood with a local SEO campaign.
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 theme of the dental service industry.
FOLLOW THE NUMBERS
Online marketing is a very dynamic discipline that relies heavily on quantitative research, so it’s smart to follow up and analyze your dental SEO activities every so often. The results may not always be pretty, but it is much better to have a warning and be ready to redirect the funds toward the channels that create traction. Because a great online marketing campaign is always a work in progress and always another wrinkle to iron, 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 the 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 for dentistry should not be automated. It should be tailored to your specific business and rely on its strengths to deliver the best conversion rate. As modern 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 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 running it, to 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 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?
- Did you put an ad on radio or local television that you hope people see or hear?
- 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.
Because 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 in getting recognized before the competition. But with Dental SEO marketing from Crawford and O’Brien, we make it easier for clients to find you now, and experience what many of our clients have, such as getting a $15000 or $17000 implant patient days after our work is completed.
Watch as we effortlessly maximize your SEO efforts in the best way to get you recognized. Making your online marketing efforts much more rewarding than anything else than you have done before. Give us a call today for your free strategy session, worth $500!
IT’S NOT JUST ABOUT YOUR WEBSITE
Having a website means you’re just one step on the right path to getting more traffic with your online efforts. But, you might be surprised to find out that the path doesn’t have just one lane. Instead, there are a variety of paths that you’ll want to consider to make sure that your clients are finding you online faster and easier.
With Crawford and O’Brien dental SEO services, we use many tricks to get your website ranked higher, resulting in more patients.
We will help you by:
- Developing a strong social media platform
- Constantly adding new content to your website that is consistently informative and useful to users
- Managing your online reputation so that your patients know they can trust you with their oral health
- Sprucing up your old website. This includes not only making improvements to the design but adding extras to your dental SEO sites. Reviews and testimonials, for example, are a great addition to websites, and they can help increase your ranking on search engines.
LET US HELP YOU GET THE MARKETING CAMPAIGN YOU DESERVE
You will have nothing to worry about once you start working with us. We do all the work so you can focus on the influx of clients coming through the door. 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. Dental marketing on the Internet can be confusing and time-consuming. Don’t let this important marketing tool go to waste! Find out how to use it with the help of the experts at Crawford and O’Brien!
We’d Like You To Be Our Next Testimonial!
Imagine getting the types of patients who walk in and pay $17K-$23K cash for dental implants and full mouth reconstructions. Your ROI could easily be 10x like many of our clients. Is that worth a 15 minute phone call to potentially change your practice? If it’s not a perfect fit, no worries – we’ll both move on with no hard feelings.