What Is Dental SEO?
To become more visible on the internet, it is essential for practices to utilize dental SEO. SEO, which stands for “search engine optimization,” is a specific method of techniques utilized in getting websites to rank higher on search engines such as Google.com.
How to Rank Higher in Orthodontist Search Result?
The first key to successful marketing is being where the people are. This is not only true of offline marketing, but of online marketing as well. It’s no secret that the king of all search engines is Google, which hosts billions of searches every single day and more than 1.2 trillion searches every year. In fact, Google has become the go-to source for rapid information about local businesses, long-ago surpassing the phone book and other antiquated sources.
Every day, more and more people are using the Internet to search for businesses – including dental care providers like orthodontists. Imagine a parent is searching for a pediatric orthodontist in Los Angeles. She would probably go to Google and type in a search phrase like, “pediatric orthodontist in Los Angeles” or “Los Angeles children’s orthodontist.” That phrase would return a list of local results for pediatric orthodontists throughout the city and surrounding areas.
In most cases, the list contains just three or four results, with an option to click forward and see more. However, those practices that rank at the top of search results are most visible, meaning the majority of potential patients are likely to contact those offices before exploring less visible competitors. So how do you make sure your own orthodontic practice is among the top local search results within your city? The truth is Google is constantly changing its search ranking algorithms to create a better experience for the user.
However, there are steps you can take to increase your chances of outranking your competitors.
Reviews are important to people who are searching for a service or product. Google seems to give significant weight to reviews – particularly those provided on their own platform. If your practice is lacking in positive reviews, encourage your patients or their parents to ‘check-in’ at your office and leave a quick review during their next visit. Many are more than willing to provide excellent feedback when they are satisfied with the quality of their care and the office experience.
2. Quality Content
Content is and always has been the cornerstone of a high-ranking website. Google is reluctant to send a user to a website that is simply regurgitating or even plagiarizing content found elsewhere on the web. Instead, you need exclusive content that is unique to your practice. It should always be of value and attempt to answer a question or address a concern. Whether in the form of a written article or a video blog, make sure the majority of your content is educational and not just a sales pitch for your services.
3. Quantity/Frequency of Content
Quality content is important, but so is quantity. It is not enough to create a brand new custom orthodontic website and let it get stale while it sits online. Though it may still generate some traffic, it is unlikely to perform as well as it could if you were to frequently update it with fresh, new, and relevant content. If you pay attention to most of the top websites on the Internet – including those of some of the biggest brand names in the world – most include blogs that are regularly updated with new and engaging articles, videos, and posts. If they’re doing it, you probably should be, too.
4. SEO Keyword Optimization
Next up in orthodontic website SEO is keyword optimization. Most dentists and orthodontists know this is an important part of search engine rankings, as you generally want to include keyword phrases in your website that you would like to perform well for in Google search results. However, many orthodontists try to rank for the wrong terms. Some are highly saturated and very competitive across most markets. That is why we suggest also optimizing your site with what the industry calls, ‘long-tail keywords’. These are phrases that are less frequently searched, but are also less frequently targeted. That greatly increases your website’s chances of being found for a particular search result versus your competitors.
5. Quality Links
Finally, we come to the quality of the links going to and from your website. Google seems to give preference to websites that contain content that is frequently shared or linked to through social media or to/from other websites with immense credibility. For example, if visitors consider the content on your website good enough to share via social media, it’s a sign that you might have something more to offer than others in your field. It is this social interaction that can significantly affect your orthodontic website’s rankings in search results.