When was the last time a person who didn’t need a service take note of an expensive advertisement that interrupted their favorite programming? When was the last time a commercial for a dentist’s service get broadcast in a demographic two counties away? When was the last time you needed a dentist and turned on the radio to find one? One word answers all three questions posed Never!
As recent as half a generation ago, when a person needed to find a dentist, they sought the assistance of the yellow pages. Box ads in yellow pages were all the rage back then, and rightfully so. The yellow pages in itself acted as the single most effective qualifier. A qualifier is someone, or something, that determines a person is indeed in the market of a particular service. Thus the act of a person reaching for the yellow pages to search for a dentist was an effective means of point-of -need advertising.
Fast forward twenty years and you have the likes of Google, Bing and Yahoo that have displaced the role of the trustworthy Yellow Pages but with an infinitely greater reach and a point-of-need strategy second to none. So, you’re a dentist and how does this help you? It helps in three ways;
1 . Identifies a patient based on their need
2 . Qualifies a customer by requiring their input and selection
3 . Communicates basic information without the need for manpower
Identifying a person in need puts them closer to an actionable response favorable to you. A site that is optimized for relevant search phrases, will be within the person’s reach if that search phrase is used. For dental practices, there a few keywords that should be targeted to maximize a practice’s reach.
The key to unlocking the benefits of search engines is the ability to understand the keywords or phrases, people use when looking for a service. Using the wring keywords will result in diminished results while choosing a comprehensive blanket of keywords people use to find a dental service will result in gaining critical mass and achieving better results in the search engines.
Power of Collaboration
The internet is all about collaboration and the power of the people. It seeks to give people choices, worthy choices. With that as the basis, search engines write their algorithms to fine tune how people search and what people search for. The power to collaborate and be a part of a network of dentists allows the collective network to target and achieve rankings for a string of keywords.
Power of Varied Content
One of the greatest issues that sites face is not reaching the pinnacle of search engine results. The problem is in actually staying there. Search engine programmers watch the amount of visitors who track to a site, only to hit the ‘back’ button because they did not find what they thought they would. This alerts the search engines that the keyword is not appropriate for this site, consequently de-ranking the site. However, if the site has effective and targeted SEO, upon arriving at the site the patient is presented with an array of choices they are looking for, the chance the person stays longer and clicks through to other pages is higher, keeping the site at its coveted position in the rankings.
In conclusion, it is notable that there are many factors, considerations and layers of situations that need to be deciphered in the process of optimizing one’s site. Even then its most probably insufficient. A single dentist does not have the time to manage his practice and attempt a successful SEO campaign which is why the prudent course of action is to consider professional SEO services from a company experienced in dental practice marketing.
photo credit: Pixabay Public Domain