Stop Using Stock Photography: A Dentist’s Guide to Online Imagery

As you’re scrolling down your news feed, what’s more likely to catch your attention—more of the same black-and-white text, or a striking high-quality image? Social media platforms like Instagram and Pinterest have long been hubs for image sharing, but photos are now uploaded to almost every social media site, including the big three: Facebook, Twitter and LinkedIn. It’s time to utilize the basics of posting practices to ensure your content reaches the audience it deserves.


Facebook has always been the premier site for multimedia sharing. The wide interface is great for individual photos and albums, so people are naturally inclined to add pictures to their Facebook accounts. But what you may not know is that posting with pictures actually earns you a wider audience. A study by eMarket showed that photos make up 87 percent of re-shares on Facebook! That’s huge—especially considering that re-shares are the most valuable type of interaction on Facebook. Re-shares make your posts visible to a broader audience than your own following, and thus Facebook’s algorithm gives re-shares more weight than likes or comments. This means adding images will boost your visibility on other Facebook feeds.


Tweets are meant to be short and pithy, and what’s more succinct than a picture? While a picture may be worth a thousand words, photos attached to Tweets don’t drain your character count. According to Buffer, tweets with images get an average of 18 percent more clicks than those without. Even better, tweets with images earn 89 percent more favorites and 150 percent more retweets. There’s no reason not to post more images on Twitter.


If you’re using LinkedIn, photos can help you in two ways. First, like any good profile, a high-quality profile picture attracts more interest than a picture-less profile. Forbes says profiles with pictures are seven times more likely to be viewed. Once you’ve done this, you can also post photos along with your LinkedIn updates, which creates more clickthroughs for your posts in the same manner it does on Facebook and Twitter.

Whatever site you’re using, make sure your photos are of good quality–there are so many cool filter options as well to enhance photos as needed. Be sure you re-size images or crop them to fit each site so nothing important gets cut off. If you don’t know how to do this, websites such as Canva offer free graphic design software that makes this a snap! These practices illustrate your attention to detail, and eye-catching images draw attention to what’s really important: your content. In the end, a good picture may be worth a thousand likes.

Create Search Optimized Content For Your Dental Practice

SEO draws out of many areas, from keyword saturation earning backlinks to internal linking, all the way to basing an entire page around ranking your site for a single keyword. There are tons of methods for deploying effective SEO and getting ranked on those all important search engine results pages.

Here are simple, yet often not attended, techniques you should start implementing to see definitive results in your dental practice marketing.

Make It Organic, Not Processed

If you’re riddling your pages with tons of different keywords, it starts to look like it was slammed together haphazardly.  To reach organic form, you want to lay down rules and be smart about each individual case. The following are good rules to follow when writing articles for anything and everything:

  • Each page focuses on one (preferably long-tail) keyword. This is the focus and what you base your rules on. Other keywords should pop up naturally, and should only be leveraged if it reads completely organically.
  • Mention your keyword one time in the introductory paragraph.
  • Mention your keyword at least once, no more than twice, in each body paragraph.
  • Mention you keyword one time in the closing statement.

This ensures readability, but still gets that page optimized.

Title Your Territory

Your targeted keywords should be in your permalinks as well as any H1 titles. If you can’t get it in one or both of these, mention it at least a couple of times in your H2 section headers. But don’t title just for the sake of titling—make sure your titles fit. If your keyword can’t sensibly fit into your titles or permalinks for any reason, you need to restructure your page so they can.

Newer Is Better

If your website offers any kind of content, you want to schedule regular content releases. It doesn’t matter in what frequency but instead that you stick with that schedule. If you can only do one content update per week, go with that. If you can manage once per day, that’s awesome.

You could even post on weekends, or on three set days in the week, or anything at all. Just don’t overwhelm yourself and get burned out—that’ll make sticking to the schedule very hard.

Remember that if you can easily implement a simple technique into your SEO, that’s worth more than you might think. Every bit counts, and despite the simple nature of these tips, you’ll be surprised how much they help.