3 Steps to Absolutely Own Local Search

Are you paying over $500 per month for an SEO strategy that isn’t producing new patients? As a dentist, you are a local specialty service provider. A complex and expensive SEO strategy isn’t needed to drive local new patients to your office. Even if you practice in multiple locations, local search needs to be set up, effectively, for each market. Google estimates around 73% of all, yes all, online activity are from customers looking for local businesses in their area. This is advantageous for your dental practice and should be a cornerstone of your new patient strategy. The best part… you can do this yourself. Here’s what you need to know to get new patients in your practice.

Own Your Google Business Listing

Optimize your Google Business listing.  I mean really knock it out of the park.  First, claim your listing.  Verify it.  Next, go through and thoroughly complete your Google Business Listing. This will serve two purposes:

  • One, it will help patients find you.
  • Google will rank you higher if your listing is complete versus one that is incomplete. *Make sure that you select specific categories for your business.

Own Targeted Local PPC

If your plans for your practice include global conquest, that’s great. Most likely though, your ads don’t need to be seen by everyone all over the world. By setting up targeting, your ads will only display in a certain location or set of locations as specified. We recommend a 5-mile radius around the practice location. However, in more rural/urban locations, the radius may fluctuate.

Own Call Tracking

Your practice needs a solution to track and measure phone calls. Setup a call tracking phone number for every new patient source like Facebook, Google, radio, etc. This will help you to see which sources are producing new patients and which are not. Thus, you can optimize your advertising budget to profitable channels and make your marketing dollars much more intentional. This call tracking number needs to be connected to your Google Business Listing so that AdWords will pull the number into ads through it’s “location extension” feature. This allows more phone calls to generate on local searches and improve your AdWords quality score.

Conclusion

That’s it! That’s the “secret sauce” of effective local search. Sounds easy right? Not necessarily. You can do this yourself. However, we can make it easy by providing solutions to create, implement and manage all of the above for you. All you have to do is sit back and enjoy the stream of new patients.

SEO Clarity for Dentists

You Deserve More

As a dentist, you deserve more.  You deserve more than overpriced services and the confusion, frustration, even fear that can come with any marketing agency’s pitch.  There are a lot of fancy words floating around out there like SEO, PPC, keywords, ranking, etc.  I’ve heard them all as I am sure you have, too.  The truth is, SEO is important.  However, it should not cost you an arm and a leg.

Common SEO Problems

Many dental practices are struggling in the same areas of SEO, so I put together a new e-book all about the 5 most common SEO mistakes that dental practices make.  You can pick up a free copy here, but first, I want to talk about your brand.  You see, SEO and PPC and a website that costs thousands aren’t the Pandora’s box that unlocks the riches of modern dentistry for you.  It’s all important, but the fact is, your patient is buying you.  Most consumers don’t care to know the details of a procedure, how expensive your tech is, how much granite you’ve had installed or the number of flat screen TVs you’ve got.  Those aspects tie into an awesome patient experience no-doubt, but in the end, they are buying you.  People want a dentist they like, know, and trust.  Think about it, how many of you have that office in town that’s been there forever, they do little to no marketing, and they are still killing it in the production department?  No matter what promo or discounts you run or what you give away, the majority of those patients will not leave.  Ringing any bells?

Stop Wasting Marketing Dollars

The fact is, you can spend a ton of money on marketing.  I have been in dental marketing for years and I have seen no fiscal investment outweigh a dentist who is willing to invest time in their community and social media.  Referrals will always be your strongest marketing pipeline.  When I say strongest, I mean those patients that stay with you for years, that make their recall appointments, that accept treatment and that pay their debts.  Quality patients.  That is the bread and butter of profitable dentistry.

Will quality patients walk-in off the street, too?  Absolutely.  But, delighting your existing patient base will work wonders for your bottom line versus trying to win over cold leads.  Invest in your practice, in your team, and in your patients.  Connect with the community.  Start a blog.  Branding is where I’ve seen dental practices really take their marketing to the next level, and I have tried it all.

In the coming months, I’m going to be sharing a lot of content that I hope you enjoy and that can help you and your colleagues see real growth.  I look forward to the journey together.

 

Get your free copy today!  CLICK HERE:

Dental SEO Mistakes

How An Aging Website Destroys Your Organic Search Ranking

Were you one of the first to jump on the dental website bandwagon?  Do you have a website that’s 20, 10, or even just five years old?  Did you shop for the lowest bidder and then accept your current design without fully understanding digital marketing strategy?  If so, what was once a great move to improve your visibility may now actually be hiding you from potential patients.  Here are three previous best practices that could be hurting your local SEO today.

1. Frames

The way individual web pages are created has changed drastically over the years. Today, you can use a main template and central administrator settings to change page titles, menus and background images across all of your pages.  Previously, each individual web page needed to be created by hand. If you wanted to change your menu, you had to adjust every page. To get around this, developers started using frames. Each page might have two or more frames. You’d have the main content frame, a side menu frame, possibly a header frame and maybe even a footer frame.  The problem was that search engines couldn’t put the frames together and saw them as separate web pages that didn’t have enough content to rank. If your website has frames, you need to upgrade it ASAP.

2. Image Header

Many websites had, and some still use, a nice image at the top of each page with the company’s name and logo in fancy font.  The problem is search engines can’t read images.  If your company name is in an image, a search engine can’t figure out who you are.  If you want to come up in searches for your dentist’s names, your practice name should be included in text.

3. Fixed Layouts

As website designs got more sophisticated, developers needed new ways to control the layouts. One way was by assigning fixed widths and heights to web pages as a whole, as well as individual items within each web page.  This worked when web pages were only viewed on computer monitors that were all roughly the same size. Today, your website needs to look good on a big desktop computer, a small laptop, and most importantly as a mobile site for a phone.  Because so many searches are now done on mobile devices, search engines push you down in the rankings if your website doesn’t work well on them.  Do yourself and your practice a favor and build a new website that is designed and optimized for mobile devices.  Make sure your local registry information is correct and accurate.

If you need a dental website, content, blogging or video, mailers or other dental marketing assistance we have solutions for you!  We know dentistry and we know dental marketing.  Contact GrowPracticeGrow today and talk to a dental marketing expert!

5 Dental Marketing Tips for Local SEO

Local SEO matters to your dental practice because it helps Google searchers bring up results for businesses close to them geographically. The numbers speak for themselves; according to a Google study published in May 2014, 80 percent of consumers turn to search engines to find local information, 50 percent — who search for a local business on a smartphone — stop by the business within 24 hours. The first tip for any business to maximize local SEO is to take advantage of Google My Business to reach search engine searchers, Maps searchers and G+ searchers.

1. Use Google My Business

Google My Business offers a user-friendly, integrated approach to local SEO and is targeted toward small businesses like your dental practice.  Click “Get on Google” to claim your dental practice, and be sure to optimize your information with accurate and relevant keywords, images, business hours and so on. Google encourages you to be specific.

2. Practice Consistency

Many organizations have a style book to ensure consistent material. Follow this concept with local SEO, and use the same NAP (name, address and phone number) and NAP style across all websites and platforms.  Your hours, staff listings, maps and “About Us” information should be the same.

3. Include Local, Targeted Keywords

When it comes to your keywords, you need to be specific and describe your practice as more than simply “dentist.”  You should know this wording is not enough; to best reach potential patients, you should also include city name and even neighborhood name: “Johnson County dentist,” “Johnson County dental” and “Leawood Kansas dentist.”  You also want to include more detail about your services, such as general dentistry, Cerec, sleep apnea, cosmetic dentistry and the like, and pair with them with geographic keywords. Use this approach for social media posts, too.

4. Add the Information Consumers Want

What are consumers curious about when they research dental practices online? Most often, they want to see address, phone number, proximity, hours, forms of payment accepted and much more. Include this information wherever possible online.

5. Remember Third-Party Search Sites

Google My Business is a must-do, but other site like Yelp, Bing, Manta, Yellow Pages and Refer Local are important as well.  More folks will find your dental practice as your Internet presence expands, so joining social media platforms like LinkedIn and Foursquare is a great move.

Bonus tip: Make your website mobile friendly to boost Google rankings and patient happiness.  If you have any additional questions or need help with your dental marketing, feel free to shoot me an e-mail.  I’d be happy to assist your dental practice!

Website Ranking: How it works & why it matters

The realm of Internet marketing can be a harsh landscape, if you aren’t well-versed in many of the important techniques companies utilize to remain visible and competitive on the Web. While there are many Internet marketing methods, the ultimate goal of each is the same: to increase website ranking, which subsequently improves online visibility and ensures that your site is found first, before those of your competitors.

What Exactly Is Website Ranking?

Website ranking is essentially a place in a list. The higher you are on the list, the more likely you are to be seen by those searching for you. It doesn’t matter how well your website has been designed, or how good the products you sell are—if you don’t achieve a strong website ranking, your website may never be found.

The categorization of your website is determined by the relevance of your website to specific search criteria—namely the keywords and keyphrases utilized in your website content and other sources that link back to your site.

The search engines consistently browse through the millions of existing webpages, online PDF files, images and videos, and index them according to their content or titles. When someone enters a search request into the search engine’s search box, the relevant websites appear in a list, ranked according to the relevance determined by the search engine.

How is my website affected by website ranking?

As mentioned above, if you don’t rank highly in relation to relevant keywords and keyphrases, your website might not appear on the first or second pages of search results, which is detrimental, because most consumers don’t bother to look past the second page of results.

Consider your own search habits: imagine you are searching “sushi restaurant in Smithfield.” You will be presented with pages of results, but how many will you actually look at? You might not even go past the first page if you find one you like. That is the same consumer behavior exhibited by millions, which is why it is vitally important for your website to appear as high as possible in the ranking.

How can I improve my ranking?

SEO or search engine optimization is the first step in establishing a strong page ranking and increasing your online visibility.  By finding keywords you want to associate with your business, strategically placing those words in your content, using correct meta tags, image naming, providing unique and effective content and much more, you can get your website ranking and traffic up in no time at all.  SEO is a complex subject, much too complex for a brief summation in this post.  Optimizing your website to rank well on Google requires a mixture of several different strategies.  I would encourage you to reach out to me or another marketing professional to further discuss your options and how to get your site ranking on the first page of search in your area.