By Dr. Greg Grillo
The internet currently hosts over 460 million websites. Most healthcare entities hold digital real estate. Many dentists know a bit about search engine optimization (SEO) and why online search results matter. At a minimum, we want our practice website to appear when a prospective new patient searches Google for “dentist in [city].” Search engines, especially Google, are critical drivers of new patients. Studies show that about 20% of patients choose dentists based on search engine results. These results provide one avenue for new patient acquisition and should be part of every practice’s multi-pronged marketing approach. An optimized website helps prospective patients connect with our practices and learn more about the care we provide. Optimization shows search engines that we relate to a searcher’s interests, and the searcher believes we offer the answer to their inquiry. Ultimately, SEO success stems from providing solutions to people’s dental concerns. Google’s algorithm changes between 500-600 times annually. Some changes carry more weight than others. However, experts track the evolution and know the key components that help us rise to the top. Consider these ten actions to boost results, but remember that SEO requires constant attention, maintenance, and analysis. A proficient team can make sure that all this and more happens:
Optimize Content, Page Titles, And Meta Descriptions
Our content must include enough keywords for search engines without sounding unnatural to readers. These terms should be based on research and appear in headers, paragraphs, and call-to-action phrases. Page titles and meta descriptions are within the code of each page and need to be unique on each of your website’s pages. This text also appears on search engine results pages so that searchers know what information the page covers.
Insert Local Structured Data Markup
Search engines use data markup to gain more information about our websites. When it’s included in the page’s HTML structure, web crawlers can assess insights about our practices, including reviews, available services, and operating hours. Google then emphasizes information from the markup onto search engine results. Seems a little tricky? Legwork Websites include all the technical pieces so we can focus on dentistry.
Generate High-Quality Backlinks
Some practices haven’t claimed their business in online directories, added their website to social media profiles, or submitted their website to the membership directory of professional organizations. Adding credible and authoritative backlinks to a dental website helps fuel our rankings.
Ensure Consistent Practice Information In Online Directories
Patients and search engines use this data to learn about us. Duplicate listings with an old address, name, or phone number undermine our results and reputation. Legwork Listings is a fool-proof tool to keep us current in over 100 online listing directories.
Improve Your Website’s Domain Authority
Domain authority (DA) slowly improves over time if we focus on other SEO techniques. However, it does largely depend on the quality and quantity of websites linking back to your site. DA relies on sound technical structure, internal links between pages, and removing bad backlinks. This dance gets a little technical, but the experts know how to positively influence DA best.
List The Most Essential Categories First On Google My Business
Google categories heavily influence which keywords your practice will display in Google’s snack pack. We’re more likely to catch attention if the correct categories are on our page and list the most important ones first.
Increase Google Reviews
Over 80% of people trust reviews as much as they would family and friends, and the search engines know it. We must have a strategy to encourage more online reviews from our patients. Provide patients with a clickable link through a text or email after they leave the office. You can also promote patient reviews through social media or campaign workflows. Legwork Reviews makes gathering this essential social proof efficient and straightforward for our teams.
Boost Click-Through Rates From Search Results
When someone finds our brand in their search results, we want them to take the next step and click on our website. Google considers click-through rates to gauge interest in a specific page. Optimizing each page title and meta description across the entire site can increase your click-through rates.
Embed Your Practice’s Verified Google Maps Listing On Your Site.
This detail may be a small step, but SEO includes many tweaks that feed the algorithm. After you’ve verified ownership of your Google Maps listing, this step helps Google confirm your location.
Include The User Experience
SEO doesn’t improve overnight, but an enjoyable user experience can turn them into patients. Convenience and interactive tools can bring them back to the site for repeat visits, and Google likes that action, too. Add videos, Legwork Online Appointment Booking , clear call-to-action buttons, and Legwork Patient Assessments to increase engagement. Every little bit helps!
A Dental Website And SEO That Works For You
Dental SEO can make our heads spin, but these strategies play a significant role in the success of our overall marketing plan. “Near me” healthcare searches have doubled since 2015 , and they continue to grow. We want to position our practices to rise to the top in searches to avoid getting buried by the competition. The Legwork team can review your current dental website and SEO presence and suggest cost-effective solutions that put you on top of the search pile. Legwork Websites build in these components and many more, including social media campaigns to push and pull visitors to our site. In 2022, they know what works and are ready to maneuver to keep our practices growing!