How to Build your Practice with Dental SEO, PPC and Google Maps.
If you have not used it yourself, you have definitely heard about “Online Dental Marketing” or “Online Dentist Marketing” from your credible colleagues with successful dental practices. I am not going to explain why online dental marketing is a great solution to get more patients for a dental practice in this blog post, and I will just keep it short by saying that generally, Online Dental Marketing Campaigns are less expensive and more effective than traditional marketing campaigns that have been used by dentists.
In this article I will concentrate on explaining one of the most important types of online marketing campaigns commonly used by successful dentists, and that is “Search Engine Marketing”. Based on our experience in “DDS Strategy”, SEM is one of the six most important online marketing techniques that should be used by a leading dental practice to remain ahead of the game.
The important six are as follows:
- Search Engine Optimization (SEO) and Marketing
- Social Media Optimization (SMO) and Marketing
- Video Marketing
- Email Marketing
- Online Reputation Management (ORM)
- Blog Marketing
I will explain how you can take advantage of search engines to drive more patients to your Dental Practice in this article, and I will explain more about other techniques in future blog posts. I also will use Google as an example to explain the concepts here, but most of what I explain could also be applied to other major search engines such as Yahoo and Bing.
To start, think of the most important keyword that identifies your practice. For example, it may be “dentist in Chicago” or “implant dentist in Folsom, CA” or “New York Orthodontist” or any other similar term that defines your practice better than any other term. Now search that term in Google. What will come up in the search results usually has three main sections:
Sponsored Search Results
Sponsored search results are visible on the top and right side of the search engine results page (SERP) in Google. Those are paid search results. It means somebody is paying a pay-per-click cost for them to appear on search results for specific keywords searched.
Google Maps Search Results
When a patient looks for a dental practice he/she typically types a search term similar to “dentist walnut creek” in Google’s search bar. Patients used to see three types of results: 1- the sponsored search results on top of the screen and right side of the screen when an “Ads” term is displayed; 2- Organic search results which was every other result on the page. 3- Map listings are the results that usually include an address in the main search results page. We call them the “3 pack”.
Organic Search Results
Those are the search results on the body of the page that are shown after sponsored search results and before and after Google Places’ Search Results.
If you pay attention to the results, you will know the search engine marketing strategies each of your local competitors has conducted to drive more patients to their practice. They may be present in any of the three spots available or in all of them. Obviously the same is valid for you. Following are the major strategies we use for our clients in “DDS Strategy” to make them visible in all three areas and to triple the effectiveness of Dental SEM to drive more patients to their practices:
Pay Per Click (PPC) Campaign Management
As you noticed, your competitors are visible in paid search results. You can be too. This is how it works. When a prospective patient of your dental practice looks for a dentist in the area, you will be shown on the top or right side of the page as well. When the prospect clicks on your link and checks your website, you will be charged a pay-per-click amount by Google. In “DDS Strategy” as a part of the service we provide to leading dentists, we create a PPC campaign and manage it in a way that your practice receives the best possible number of clicks from prospective patients every month.
Google Maps Listing and Optimization
Being listed in Google Places is a MUST. It is not something to think about. Patients should be able to find you and your address. They should be able to check the proper photos and videos of your dental practice, and they should know what kind of dental treatment services you provide. Having a Google Places’ page is as essential as having a good website. Without either one, you are not visible to many of your prospects. In “DDS Strategy” we will assist you in claiming your spot, creating the page, search engine optimization of your Google Places’ page for relevant keywords, being listed in Google Maps, and maintenance of your page.
Search Engine Optimization (Dental SEO)
Dental SEO is one of the most effective online marketing campaigns from which your practice can benefit. When the website of your practice is search engine optimized for specific keywords, it is being found in Google’s search engine results. The higher your position in search engine results is, the more relevant visits to your website you will get from prospective clients looking for your service. Do not forget that many people trust the results derived from search engines, and they simply choose between the dentists they find on search engine results page (SERP). In “DDS Strategy” we use the most advanced and up-to-date techniques to help your website be visible to search engines and get the visibility it deserves.
To get the best possible results, you should have a strong presence in all of the three possible options on search engines. Not only will you get many more visits, it also makes your prospective clients evaluate you as the most credible dentist in the area. It is common sense. What do you usually think of if you see another business three times in the same search engine results page? We will be happy to assist you for each strategy in “DDS Strategy”. Our pricing has been set to be quite affordable, and it is a lot less expensive compared to the return on investment you will get by filling your empty chairs. Lastly, in the blog post, I assumed you have an appropriate website and you want to make it more visible. Do not worry if you don’t. We will help you with that.
Please contact us for more information, a free consultation session and the pricing.