If you invest in a dental website and blog, how the heck are you supposed to know if you’re getting a good ROI (return on investment)? It’s important to know what measure. I’ve received SEO service solicitations in emails that say, Your website is not on page one of Google. My question is, For what keywords is my website not ranking high? Internet marketing is much more involved than showing up high on Google for any random term.
First of all, we need to know if your website is attracting people for keywords that accurately describe your services and location. You can lead a whole herd of horses to water, but if they don’t need your water, they aren’t going to drink it. That very Texas analogy is supposed to convey, your website needs to attract local folks who need your services. If you don’t offer oral surgery and you aren’t located in Tulsa, yet your website gets a ton of traffic for the keyword phrase “Tulsa oral surgery,” that traffic does you no good at all!
Problem: Low traffic for targeted keywords
Solution: Rewrite and expand website content; Blog more often and more strategically; Post comments with backlinks from other blogs
Installing Google Analytics code into your blog will automatically give you access to traffic information by total traffic, keyword, location of the user, and more. A web technician can install the code, or if you know html, you can install it. Visit Google Analytics for more information. If you have an MDPM blog, we’ve already set up Google Analytics for you, and we analyze your rankings every month, then adjust our blogging strategy based on the keywords that relate to your services and location. Our goal is to make your blog or website rank on page one of Google for targeted dental terms and locations from which you attract most of your patients.
Problem: Unsure of your traffic statistics
Solution: Install Google Analytics, then check it regularly and adjust your SEO strategy accordingly
Google Places is free, but you have to claim and manage your listing. Later this week, we’ll blog about how to make your blog or website do well on Google Places. The thing you need to know is, Google Places listings have replaced the top organic listings on Google SERPs (search engine results pages). If you search for a keyword phrase, say Wilkes Barre sedation dentist, there is a paid listing on top of the results page, and it’s on a very light pink background with the word “Ad” in the top right corner. After the paid listing, two organic listings show up. These do not have a red map pin next to them. Listings with a red map pin are Google Places results. The number of ads, organic listings, and Google Places listings vary for different keywords. Beneath the Google Places listings are more organic results. You can come up for both Google Places and organic results without subscribing to Google Adwords. And, of course, showing up more than once on the first page of Google (again, for your targeted keywords) indicates you are doing very well.
Problem: Don’t show up on Google Places
Solution: Claim your listing; Complete your profile, including photos and video (if possible); Submit your URL to local listings (Merchant Circle, Topix, etc.); Claim and complete your HealthGrades listing; Accumulate more patient testimonials on your Google Places page
Call to Action
The goal of any Internet marketing, whether a website, blog, article submissions, comments, or paid advertisements, is to entice potential patients to take action by calling your office. Never lose sight of this! Make sure that your phone number and email are on every page of your website and blog. Easy access is essential to success.
Problem: Statistics are good, but people aren’t calling the office
Solution: Make your contact info more prevalent and accessible on the web – your website, blog, social networking pages, and local listings
You can be number one on Google for every keyword you want to be found for, but the true results come with conversion. The person who answers your office phone is key in converting potential patients to actual patients. For tips on telephone skills, see Dr. Alfe’s article here.
Problem: Potential patients aren’t booking appointments
Solution: Your problem is either in your office, with your staff’s telephone conversion skills, or in the type of patients your Internet marketing campaign is attracting
Don’t stress out over an ineffective website and blog. Instead, call Modern Dental Practice Marketing at 972-781-8861, or email us at firstname.lastname@example.org. You can also subscribe to this blog in the right sidebar. We send out tips multiple times each week.