DEO—Dentist Exposure Optimization
We think of Search Engine Optimization (SEO) for dentists differently in 2015 than we did in 2013 or even at the beginning 0f 2014. In fact, we now think in terms of DEO—Dentist Exposure Optimization.
More than ever, a healthy online presence and a story about you and your practice is a priority for any growing dental practice. This is because 98% of consumers use on-line searches to research local services and their reputation. The January-February 2013 Local Consumer Review Survey* of 3,600 consumers in the U.S. and Canada received 2,100 responses, 90% from the U.S. Strikingly, a large 79% indicate they trust online reviews and form their opinions by reading six or less reviews. This means that in addition to having high Google and other search engine high ranking (due to fresh and unique content that answers consumers’ online queries), a dentist needs to have impressive online reviews.
Although consumers may not actually read more than six reviews, they are able to find in those few reviews a connection to the qualities they are seeking. And, the more 4-star and 5-star reviews the consumer can see are listed, the higher the consumer’s assurance he or she can trust the few reviews they actually read.
Where are your Dentist Exposure Opportunities?
Search engines spot your name whenever and wherever they occur online. This is on consumer review websites such as Google, Yelp, and Angie’s List; on social media websites such as LinkedIn, Facebook, Google+ and Twitter; on your YouTube or other syndicated videos; on your website; on other people’s websites; and on Web advertising such as Google AdWords campaigns.
When thousands of dentists are communicating about the same services and similar basic information about these services, how can you strategically word your content to move your website toward the top of the search results? Better yet, how can you strategically move your website to the top? Most importantly, how can your content speak in a unique sense to the new patient looking for your services? Will your content uniquely strike a chord with the new patient and influence this individual to pick up the phone and call your practice?
On Google, the world’s largest search engine, what works best to attract consumers are your unique stories that answer who you are, what you do, WHY you do what your do, and why you are the best, in combination with strategic key phrases and paid AdWords campaigns. Finding the right combination really isn’t an easy task for the weekend armchair self-marketer. And, your flow of fresh content has to be a steady stream.
Have you attended Google training, been updated by Google on a regular basis, kept in the loop and responded to all of the monthly algorithm changes, and been proactively researching the phrases consumers are presently using most throughout different marketing seasons of the year?
Regarding Google today, key words are looked at with much less importance; key phrases are in. And, the more your multi-word phrases match the multi-word queries patients are making on their smart phones, tablets and computers, the better your odds are of moving ahead of your competition in rankings.
The latest Google algorithm, Pigeon, has heightened focus on an online user’s location and local market relevance. This algorithm ranks highest those websites that indicate their business is within a close radius of the online consumer. Google ranks your website based on its uniquely worded content that addresses what your clients and potential clients are looking for. Gone are the days of copying and pasting articles if you want to be noticed.
Google owns YouTube, and online videos from your YouTube account increase Google ranking. And, there is more for you to note! Success is only predictable when a comprehensive marketing strategy is also designed to enhance your personal brant reputation.
What should be in a dentist’s comprehensive digital marketing plan?
A comprehensive marketing plan for dentists in this “digital intensive” age makes sure your 4-star and 5-star patient reviews are captured and leveraged on the Web and in all of your marketing media, including being displayed on your website and social media. A comprehensive plan also makes sure your website and blog content are rich in descriptive phrases consumers are using. A comprehensive plan makes sure your ads are linked to articles and videos that showcase your special story and your special expertise. And, because optimized AdWords campaigns are the most effective form of new patient marketing today, a comprehensive plan makes sure you are using and optimizing Google AdWords, along with any other paid search and social advertising campaigns.
Dentist Profit Systems provides comprehensive Dentist-Reputation-Centered Marketing focused on your continuous ROI. As a client of ours, you can be sure that fresh, relevant, and persuasive content is being continuously added to your unique Digital Marketing Eco-System, and that our in-house team of Certified Google AdWords Experts is optimizing your opportunities to attract more of the patients you want. By employing several different techniques, we are able to race past your competition in more than 20 ways.
Dentist Online Exposure Optimization
The bar for Dentist Online Exposure in 2015 may be higher than ever before, but we have the “know how” to get you over it and a track record you can bank on. We creatively portray our Artisan Dentists with uniquely engaging stories and strategic campaigns that result in what we call DEO—Dentist Exposure Optimization. We are continuously helping our clients build and capitalize on their unique reputation and their 4- and 5-star reviews to stay in front of their local community. Reach out to Dentist Profit Systems to learn how we do it better than other marketing companies and are more accountable!
Register for our 2-hour course on State-of-the-Moment Business & Marketing Strategies for Dentists at the Yankee Dental Congress, on Saturday, January 31, 2015, at 10:00 AM —presented by Amol Nirgudkar, CPA, CGMA.