The biggest error in dental SEO is poor keyword searches. What does this mean? The core of search engine optimization is “pull marketing.” The goal is to make your website visible when potential patients are searching for a specific string of keywords in popular search engine sites such as Yahoo, Google, and Bing. Their search terms bring forth the “top results” which are often seen as the most trustworthy, authoritative websites. Take for example a Chicago area dental practice. A potential patient may search for “Chicago Dentist” or “Chicago Implant Dentist” or even “Chicago Dental Implant.” All three of these searches require different strategies. This is what makes successful SEO work—the choice of the right keywords and keyword strings.
Some practices, depending on their geographic location, may benefit most from local “long-tail” keywords. These are keywords that consist of anywhere from two to five words that may represent an exact search string. This usually includes a combination of cities, zip codes, or specialties. The right choice of keywords for one dental practice may not work effectively for another—which is why keyword search and determination by an SEO agency is critical to increasing traffic to a dental website.
Let’s revisit the Chicago implant dentist as an example. If you have a lot of time and money to invest, “Chicago Dentist” may be the keyword focus for you. However, in many cases, dentists in the area who have already been plugging money into a dental SEO campaign for many years will already dominate this keyword and the visibility for higher ranking. However, targeting specific areas or specialties may provide better results with less investment. For example, you may want to consider the nearby cities or neighborhoods by your practice, or even target potential patients with a zip code search. By using the right set of keywords for your targeted area, you may have enough searches and visibility to bring you higher rankings and therefore, more new patients each month.
However, if you are living in a smaller city, say “Papillion, Nebraska,” it may be less effective to use keyword strings such as “Papillion Dental Implant.” Why? The competition is far less in a smaller town than it is with a larger metropolitan area. With the right consultant and investment, more traditional keyword searches may be better for SERP (Search Engine Page Results) because of the reduced competition. The error is caused by an SEO specialist who focuses on more specific keyword searched for smaller towns because they are missing more general keyword strings that may bring more return on investment such as “Papillion Dentist” instead of “Papillion Dental Implant.”
In summary, choosing the wrong keywords and keyword strings for your dental practice can easily break down your dental SEO efforts. Your SEO strategy will fail because of two reasons: your strategy focuses on high competition for popular keywords or your company avoids general keywords in less populated areas with less competition.
At Solution21, we work for our dental clients and provide them with quality dental search engine optimization services based on years of experience—and results. We deeply analyze keywords for our clients before delving into the development of a dental SEO plan. We encourage dentists to contact us by email or phone to enjoy a free, no-obligation consultation session with one of our experts to find out how we can help you build your practice through website-generated traffic.