When you Google (or use Bing or Yahoo) to search for a business you’re directed to millions of results, but you rarely look past page one on a search engine results page (SERP). On that page, you will find information in a link about the website and its content. This brief snippet – often only a sentence or two – is usually what makes someone decide whether to explore the site it discusses. Known as metadata, this is crucial for your online website. While Google and other search engines don’t factor metadata into the results on a SERP page they still have a major impact on whether someone is willing to click on the link or not, which is why MDPM Dental Marketing always incorporates this information! Find out how a snippet of 160 characters could be crucial for attracting new patients and helping your dental practice grow.
Content and SEO
First, let’s look at what Google and other popular search engines take into account when ranking content. The goal of every search engine is to direct users to results that are helpful and answer their queries. After all, that’s what keeps people coming back again and again. Throughout every algorithm change, one thing stays the same: a focus on quality content.
Search engines look for webpages and social media with original, duplicate-free content. They look for keywords that indicate the ability to answer a search query, and also local keywords that indicate proximity to a search. Organic internal links, local schema built into the backend, custom and original copy as well as designs optimized for mobile use and fast loading speeds all impact where someone lands on a SERP. The process of optimizing content for these factors is known as search engine optimization (SEO), and we know how to optimize your dental website. When we build new webpages for dentists or redesign a current one, we optimize every page to boost search engine optimization and help improve where our clients are discovered on a SERP for dental practices. We also regularly update content to reflect changes at your practice and provide a steady stream of new content via blogs and an active social media presence. Once we boost your rankings, the metadata helps convince potential patients to consider your site and, potentially, your practice!
What We Include in Your Metadata
The information above is included to improve your position on a SERP. But! Once you’ve obtained that higher position, what makes a person more likely to click on your link and subsequently schedule an appointment? That would be the tags and descriptions in the preview!
The preview includes a title and a brief snippet that is limited to about 160 characters to outline what is included on that page. For example, if someone Googles “teeth whitening” in your city, your listing will include the data as a preview that may look like this:
Professional Teeth Whitening in Your City, State
We offer professional solutions to whiten smiles by several shades in Your City, State! To learn more, contact Dr. Dentist by calling (555) 555-5555.
This snippet lets a person know exactly what is on the page, as well as your location in proximity to theirs. If they like what they see, they will likely click on the link and take a look at your webpage. Now that they’re on a modern and mobile-friendly website with original content that highlights everything you have to offer, they will be more likely to consider calling your office or scheduling an appointment online. Not only do we include this on new webpages, but we can update your current site, too! Each listing includes titles and descriptions that make use of local SEO and service-related keywords as well as the doctor and practice name. In as few words as possible, we want people to know about everything you have to help them enjoy healthier and more attractive smiles.
Ensuring Unique Information
Google rewards websites that include original information and avoid duplicate copy. This means each individual webpage will have unique metadata to ensure better rankings on a SERP. Our copywriters will create new and original tags and descriptions for each page with keywords aimed at local searches and services. This ensures you avoid losing top spots due to duplicate copy, lets people know what you’re offering and informs them where you’re located, all at a quick glance on a SERP. Along with this snippet, we also incorporate accurate local schema in the backend of the website, which means on a SERP people may also find detailed and accurate information about your location, hours of operation, phone number, and URL.
Simply put, SEO gets you on an optimal SERP position while metadata gets people on your website!
If you have any questions about our approach to creating original content for dental websites or about steps to improve overall SEO, then contact our team today. We know that for the past several months you’ve been closed to everything outside of emergency dental services. Now that doors are opening again and people are looking for non-essential treatments for preventive and cosmetic issues, we want to make sure people know you’re open and ready to see them for treatment. Optimizing your content on each webpage helps people discover you online and, hopefully, become your newest patient.
MDPM Dental Marketing Wants to Boost Your SEO
The content in the front and backend of your site is crucial for improving SEO and, in turn, helping new patients discover you online. At MDPM Dental Marketing, our team knows how to incorporate metadata and other information into your pages to help improve your marketing reach. To learn more about optimizing your content and social media, please call MDPM Dental Marketing today at 972-781-8861. Now that many states are opening again and people are making up for lost time, many are looking for a dentist. A solid online marketing plan and quality content on your webpages could help you be discovered, and we’re ready to help!