Part 1: HIGH QUALITY DENTAL CONTENT
Over the past few weeks, I’ve harped a bit on what Google wants from dentists when it comes to Internet marketing. If you give Google what it wants, you’ll get what you want from your Internet marketing strategy: higher rankings, which translates into more new patients. The bottom line is: Google wants high-quality content.
What is high-quality content? It’s original text, which means that the words that are not found on any other website that’s indexed by Google.
Your website should have about 20 pages or more (the more the better), all with original content. That content should be keyword rich and include headings (H1s and H2s) with keywords. Every service needs its own unique page; don’t list all services on one page, but instead, flesh out a three to five paragraph description for each service on its own page. Page text should include keyword-rich subheadings (H2s).
Your website text needs hyperlinks to related pages on your site. The hyperlinks should be embedded on keywords. For instance, you might link “contact our Detroit dentist office” on a service page to your website’s contact page. For usability, open external links in a new tab. You don’t want to send a visitor to an outside website and close your site; instead, you want your site to remain open, and the outside site should open in a new tab. As for images, you can link images to related content, as well. A good idea is to link images to related posts on your blogsite.
ALT Image Tags
All of the photos on your website should have an ALT image tag so that search engine spiders can tell what the photo is. Spiders can’t read images, just text and tags.
If Google loves unique, high-quality content, it just makes sense that a dentist should have a blog, in addition to a website. Blogs are considered news by Google, which is an added benefit because news gets priority when it comes to indexing. Let’s say you post a blog and a website page on the same day. The blog is likely to be indexed in 24 hours, but the webpage may take much longer.
A dental practice blog provides a great opportunity to add unique content as often as you like. Think of your blog posts as modern newspaper advertisements. If you’d like to promote a new service, blog about it. Want to do more full-mouth rehab cases? Blog about it. Each of your blog posts will permanently reside on a URL that’s archived by date and category. Over time, you’ll develop a deep resource of valuable, original, (hopefully) keyword and link-rich content that will serve you well with Google.
While website pages and blogs with original content can greatly influence your credibility with Google, if you’d like to increase your practice in one area – say, sleep medicine, cosmetics, or sedation – a microsite is a wise investment. What is a microsite? It can be a blog or an actual website that features content and optimization for one specific service. The point is to position you as the expert in a specific area of expertise. With a microsite, you target all of your content and keywords toward drawing in potential patients for one procedure, rather than for general dentistry. This can increase your visibility on Google for the procedures you find most profitable and enjoyable.
How to Get High-Quality Dental Content
At MDPM, we have dental copywriters who are trained in search engine optimization and writing for the web. Our niche is so specialized that we have clients across the US and in the UK, Australia, Canada, and other English-speaking nations. If you need dental copywriting for your website, blog, microsite, or another online marketing venture, call Modern Dental Practice Marketing today at 972-781-8861.