Oftentimes, making dentists understand how the internet works and how dental websites fit in the entire picture isn’t that easy. At the end of the day, it really comes down to one thing – internet marketing is one big game of hide and seek. But your website’s job is to jump out of hiding the very moment prospects start searching for you.
The internet is filled with merchants and consumers, and search engines search to connect these two groups of people together. But how does it do so? Whenever a person is in search of something, he goes to any of the major search engines, types in a query and is then led to a page full of links to related websites. The objective of the website marketing game thing is for your dental website to show up on the top of the search engine results page if you are to grab the attention of prospects.
Uncovering the Flaw
So if search engines have the power to connect you to your prospects, then why is it that not all dentists are getting a boatload of leads from the internet? What is this thing that ultimately sabotages their website marketing campaign?
Google and all the other major search engines pick up on certain words that are found on your dental website as a basis for determining which searches they would be relevant to. This group words are better known as keywords or key phrases. Keywords are crucial to any dental website’s online visibility and a seemingly simply gaffe such as using the wrong keywords can lead to disastrous results.
There’s no such thing as hard and fast rules in selecting keywords and they’re not silver bullets either which will allow you to automatically rank high in searches. Optimizing your dental website is still a requisite but choosing your keywords can considerably change things. Here are some factors that you need to consider when selecting:
Specificity. Trying to rank for overly general keywords can be close to impossible because of the steep competition. For instance, how many websites do you think are trying to rank for the keyword “dentist”? On the other hand, going for a more specific keyword may not only take that burden of high competition off your back but also make your marketing campaign more targeted.
Popularity. While you should stay away from highly populated keywords, a little competition is also good. What is the use of ranking high for a keyword that only a handful of people searching for anyway?