I’m often asked what works best when it comes to dental marketing. What’s the secret to success? Why do some websites rank high on Google, while others don’t show up at all? Many attributes of a dentist’s overall online presence factor into Google rankings. One bad review can knock you off the top position for awhile — and to recoup your position, you have to work at it. If you’ve never reached page one of Google, perhaps your site isn’t optimized properly.
Let’s start with the basics. Online real estate includes three primary types of properties:
- Blogs with weekly or daily blog posts
You Must Always Expand!
The most effective strategy involves expanding your inexable pages online. This means, on your online properties (websites, blogs, and microsites) should start with a hefty amount of original content (text), and you need to add to it regularly. Think of Google as a library to which you can add as many books as you can write. The more books you have in the dentistry section of that library, the more likely library visitors will be to find your books. Information is the name of the game in the information age.
At MDPM, we design and write custom dental websites, as well as blogs and microsites. We also offer ongoing programs to add original content to our client dentists’ websites, blogs, and microsites. Think about this: if you blog once a week, your blog will have over 50 pages in one year. If you blog three times a week and add one page to your website and one to a microsite each week, you’ll have hundreds of indexable pages online in one year. Depending on how much you invest in your content marketing, within a few years, you could have thousands of pages of dental information indexed by Google. You will become an expert in Google’s eyes.
Google Rewards Quality Content
In addition to the amount of content Google indexes, the quality of the content is important. Google does not value duplicate text – that is, text found on multiple websites. This means, if your dental website shares a patient education library with other dentists’ websites, you aren’t getting any Google credit for those pages. In fact, Google Webmaster Tools Blog tells us you might actually get penalized.
Backlinking from one online property to another, because all of your properties are about dentistry, is good SEO practice. Google favors websites with incoming links from other, related websites. So, by linking keyword phrases in your microsite to related pages on your main website, you’re creating a network of links that will improve your overall Google rankings.
If you have questions about online marketing for your dental practice, call on the experts at MDPM for assistance. Our team includes graphic designers, web developers, SEO experts, blog techs, and copywriters who specialize in dental marketing. For an analysis of your current online presence, call Jill at 972-781-8861 today, or email firstname.lastname@example.org.