Many dentists who are investing in dental SEO (search engine optimization) are often wondering if the long-term cost is worth it. To determine if this is true, it is essential for dental practitioner to look into the ROI (return on investment) from the SEO investment.
Measuring ROI of Your SEO Strategy
To measure your ROI, there are three KPI (key performance indicators) that must be tracked:
- Rankings– With a good SEO strategy in place, your website will have higher rankings and appear on top of search results. Most patients searching the web for a dentist in their area do not look past the first page of search results. So if your practice is nowhere on the first page, you lose the opportunity of getting found and winning a new patient. With the use of SEO tactics, such as keyword research and optimizing your website for search algorithms, your website can appear on the first page of results, thereby increasing traffic to your website.
- Traffic– Multiple SEO strategies can generate traffic to your website in different ways: organic, direct, paid, and referral. Measuring the traffic to your website is not only based on the number of visits, but the quality of the traffic based on the keywords in place. Furthermore, a proper SEO strategy can encourage potential patients to spend more time on your website and visit more pages. An optimized website with custom content ensures that you provide visitors with relevant information, bringing in quality patient leads to your practice.
- Conversions– If potential patients find useful information on your website and see the quality of your practice, they are more likely to book an appointment. They may become long-term patients that bring in their spouses or partners, family and friends for regular dental treatments over the course of several years. In most cases, depending greatly on location and competition, the average “stay” of a patient in a dental practice is anywhere from between three to 10 years. Developing a long-term dental SEO strategy is the most efficient way of ensuring a steady growth in your practice.