Did you know dental SEO generates 500 or more website visitors every month for some practices? And it is more than likely one of these practices is in your local area.
There are hundreds maybe thousands of people every month looking for a dentist in your area? Would you be able to provide a good service to these people?
If so, you should consider investing in search engine optimisation for dentists.
SEO is a marketing strategy for driving traffic to your website. Targeted traffic. People who are looking for dental treatment in your area.
This type of visitor to your website is more likely to enquire about receiving treatment at your practice. And if your conversion process is good a significant proportion of these enquiries will turn into patients.
So, what is SEO all about?
SEO is the most effective way for dental practices to acquire new patients. It is an investment which provides returns for a longer period in comparison to social media, AdWords and other forms of marketing. Once you rank a page of your website for a keyword you can reap returns on your investment for months even years.
The primary objective of SEO is not to rank higher on the first page of Google. It is to increase the amount of targeted traffic visiting your site.
To be ranked in the top five for a high-volume keyword can see more targeted traffic to your site, than being first for a low volume keyword or a keyword which generates visitors who have a low probability of becoming a patient of your practice.
To generate targeted traffic, you need to be ranking highly for the correct keyword phrases. Keyword phrases which generate visitors to your site who have a high probability of becoming a new patient for your practice.
Your SEO strategy is one of the building blocks of a dental marketing campaign which delivers great results. If you get your strategy wrong and target the wrong keywords your SEO campaign will be a failure.
It is vital you work with an expert to make sure your SEO marketing campaign is a success. An expert will be able to tell you which keywords are the best to target in your local area.
This will make sure you are investing money on SEO services which will generate you the best return.
The return being the most targeted traffic to your site.
Generating you the most possible patients per pound you invest.
Not only will an expert be able to guide you with keywords. They will be able to make sure your websites structure is set up correctly to get you the most out of your investment.
Essentially your site's SEO structure determines how well the content of your website is understood by a search engine. It is like a translator. It turns your website into a language the search engine algorithm can understand.
It is common for a typical dental website to have a large amount of SEO mistakes. Often created unintentionally by a web designer without any expertise in optimising a sites structure for maximum SEO results.
In some cases, it may be better to get a new dental website altogether than just fixing your on-page structure. Such an instance would be if your website is old and does not have a good conversion rate.
Once your structure is optimised for search engines you will see your ranking boost for the keywords you are targeting.
Getting your structure and keyword strategy correct is the first step in a successful SEO campaign. Metaphorically you don't want to put your foot on the gas of a car with flaws in its suspension.
So, what do you do once your keyword strategy is formulated and your site structure is in place?
How do you start building your online presence and getting more targeted traffic to your website? Traffic which will convert into new patients.
There are three main things you need to do here.
One is to build quality content for each page of your website which you are trying to rank.
Two is to start build backlinks which will signal to search engines that your content is a high-quality source of information about the keyword topic you are targeting.
And three is to ensure your On-Page SEO structure remains optimised.
Before you create a page for a keyword you are trying to rank.
You should split your keywords into three categories.
Primary, Secondary and Tertiary Keywords.
For example, if we are a dental practice in “Enfield”.
Our Primary Keyword could be "Enfield Dentist", the secondary keywords could be "Emergency Dentist Enfield", "Dental Implants Enfield", "Botox Enfield" and the tertiary keywords could be "Dental Implants North London", "Composite Bonding North London", "Botox North London" etc.
The benefit of this approach is any backlinks pointed to one of these pages, pass on the benefit to these other pages. This is to do with the way the search engine algorithms search websites. The page with the back link gets 100% benefit of the backlink, but the page connected to it gets say 80% benefit and the page connected to that gets 60% benefit (I hope this makes sense).
The primary keywords I would aim for are people searching for a dentist in your area. These are high volume searches with the added benefit the person wants a dentist in your area. For example:
Dentist Enfield, Dentist in Enfield, Enfield Dentist, Dentists Enfield, Dentists in Enfield, Enfield Dentists.
The secondary keywords will depend on the location and the treatments which are searched enough to make the investment worthwhile.
"Dental Implants Enfield", "Emergency Dentist Enfield", "Teeth Whitening Enfield"
The tertiary keywords I would be for the next size up geographical area. Using the “Enfield” example. I would try to select a meaningful keyword in "North London" first and if I couldn't find one I would expand the radius to "London".
Botox London, Dermal Fillers London, Dental Implants London
These tertiary keywords attract visitors who are less likely to convert into patients for your practice but the volume makes up for the reduction in the probability of conversion.
(In some situations, there is no point using either tertiary or secondary keywords because the lack of relevance or the search volume doesn't justify the investment.)
Now we can go ahead and create a page which will rank for all our primary keywords, which will link to a page which we will rank for our secondary keywords and that will link to the page we are trying to rank for our tertiary keywords.
It is best to get expert advice on the word count and semantics needed to rank a page for the keywords or keyword group which you are targeting.
Now once you have the content in place you need to signal to Google that your page is the best source of information for the keyword or keyword group you are attempting to rank for. One of the best most effective ways to do this is to acquire backlinks. The higher the authority and the relevance of your backlink the more of a ranking boost you wil get. For example in dentistry.co.uk would be a better backlink to acquire than one from a friends website who is in a completely different industry.
For further benefit you want the anchor text to include the keyword you are trying to rank for. Anchor text is the text provided for your backlinks. You want this text to be ideally a keyword you are trying to rank for. A good ratio to aim for is as follow, 50% Target anchors ("Enfield Dentist"), 25% Brand or URL anchors ("xyzl.co.uk"), 25% Miscellaneous anchors ("Visit Website" etc.). If you get in touch with an SEO expert they will be able to give you more specifc information for your own situation.
As time goes on the keywords which will give your practice the best return on your investment will change.
Search engine algorithms will change.
And your competition will change.
To keep ahead with your SEO campaign, you will need to be making constant adjustments.
This could be changing your title tags so your site is optimised to rank for a new high potential keyword.
Or making changes throughout your site to counteract a change in one of the major search engines algorithms.
Staying on top of your sites on page SEO can be the difference between getting zero new patients through online marketing for three months. And your competitor getting 60 new patients in that period.
Or on the flip side if you act fast 60 new patients joining your practice and your competitor being late to react. Ending up with zero new patients from search engine marketing for three months.
It pays to be prepared.
Only you know how much you want your dental practice to grow in the next year. And what it would mean to get an extra 100, 200 or 300 visitors onto your website every month. Generating your practice 10, 20, 30 or more new patients every month.
With a correctly formulated SEO campaign you can achieve this.
Would you like to explore this further?
If so, click on the button below to get a FREE strategy session with an expert. You will get an analysis of your current SEO performance showing you why your competitors are out ranking you. And you will receive a marketing plan showing you how you can achieve the level of growth you want for your practice.
Or call us on 01277 353 851.