Dental SEO- A step-by-step guide in ranking your dental office
Running a successful dental office sure is hard nowadays. Many big cities have hundreds if not thousands of offices and you just have a big struggle attracting new clients and maintaining your business.
Many of you have been there, right? I bet the answer is a big YES!
What most dental offices do, as they open doors is they put up a website on the internet, run a couple of ads and they start praying for appointments to start falling from the sky.
The bad news is- this is not happening!
Sorry to say, but in 2019 the praying approach is not going to get you there... Instead, you can follow the Dental SEO step by step guide and you will start ranking your dental office in your local area which will make the appointments really start flowing.
But first off let’s start with what is SEO and why is it important to do it local.
What is SEO?
“Search engine optimization (SEO) is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. “ according to Wikipedia.
SEO is one of the biggest funnels that brings traffic to your website and even with all the social media platforms, paid advertising and everything else, it still generates over 45% of the overall traffic of a website that is global.
Okay, but global is not what I’m looking for- you will say. Yes, you are right. But, here is why you should do it and how it will affect you and your business.
Yoast defines the Local SEO like this: If you have a local business, like a shop, or have people visiting your office frequently, optimizing your website is also about making sure people are able to find you in real life. But even if you’re not actively getting visitors in your building, but are targeting an audience that is located in the same geographical area as you are, you need to optimize for that area. This is what we call “local SEO.”
Now, this is something you will definitely want for your dental business!
And here are the good news!
90% of the people living in a specific area are looking for local businesses on Google!
This is A LOT!
And if you follow the Dental SEO step by step guide you will get a share of 90% in your local area.
Let’s dive into it.
1. Choose the right keywords.
Those are the words that people use in google to find a certain thing. Choosing the right keyword is the first step to attract people in your office. You should take a good thought on what exactly you want to focus on.
Think like the user!
Imagine your name is John, you live in L.A and you need your tooth fixed. You don’t know where to go and you haven’t heard of any good dental office in town.
What would you do?
You would probably go into Google and type “dental office LA”.
This is the right way to go with choosing the right keywords for your dental business.
Advanced tip: Go to Ubersuggest and do a search on the term you want to focus on. There you can see essential data like the search volume, the difficulty and more. You even get suggestions on related keywords.
And everything is FREE! How cool is that?!
2. Integrate those keywords into your pages.
After choosing the right keywords for you, you should integrate the keywords into your website.
Good places to start are:
- Meta Descriptions
- H1 tags
That way Google will understand what your website is about and what is the main focus.
S3. Skyrocket your website traffic with a good architecture and amazing user experience.
Okay, let’s be honest here. Probably along the way you will need help from a developer to make a thing or two in your website. Think of this as an investment in you and your business...
No one will stay more than a minute if your website is ugly, not user-friendly and confusing.
In fact, the bounce rate is one of the biggest ranking factors that Google uses in ranking websites.
Bounce rate = the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
If you have a user-friendly website and people tend to stay longer, and not bounce away, this will result in ranking you higher on your keywords, so this is definitely A MUST!
4. Faster website equals better traffic.
Another big ranking factor according to Google is speed. If your site doesn’t load in 3 seconds after a user clicks on it- BAD NEWS!
Surveys show that 75% of the users tend to click the back button when the website doesn’t load in the first 3 seconds after the click.
Remember the bounce rate, right?
This is the easiest way to make your users become bouncing balls if you don’t take your time and make your website faster.
5. Amazing content with E-A-T in mind.
I’m breaking this into two parts: What is E-A-T, and how to make a content that is interesting for your users.
What is E-A-T?
E-A-T stands for Expertise, Authority, and Trust — three factors that Google uses to measure how much trust it should place in a brand or website. Google wants to give its customers (search engine users) the best experience possible, so it only wants to promote websites that it fully trusts.
Since E-A-T affects greatly medical websites you should focus on these three things when you are publishing content in your blog:
- The author of the content must be an expert in the topic he is writing.
- The author and the website must have a high level of authoritativeness.
- The author must be a trustworthy source.
Now, with that in mind let’s move forward.
How to find a topic that will be interesting for your users? (H2 tag)
There are many guides and websites where you can find amazing topic suggestions, but personally, I use two ways to find what my users are looking for
Both websites are great and really get you on the right track of what people are looking for. Just type in the keyword you want to write about and they will give you what are the questions that most people ask about the keyword. From there you can start building your blog post.
Advanced tip: When you write content, be sure to always interact with the users reading it. Push them to comment, to ask questions, to share on social media and etc.
When all of this done your website is ready to rock! Now you can start taking actions off the page to get the customers you want.
The first thing you want to do is to try to list yourself in Google Local Pack.
6. Google Local Pack
The Local 3-Pack refers to the SERP feature that's shaped like a map and displays places related to your query, as well as a 3-point list of businesses with their NAP data (name, address, phone, etc.). It replaced the 7 Pack — a list of 7 places for a relevant location.
To get there you have to follow these steps:
- Create a Google My Business Page: Create GMP account for your business and make sure that you cover-up every single detail there, You have to give accurate data otherwise you will not be listed in the local 3-pack. After you’ve done that you will have to wait a couple of days to get listed.
The following list are the fields you will have to fill up there:
- Business Name
- NAP (name, address, phone)
- Reviews (if you have)
- Business Citations ( if you have posted your website on business citations by now)
2.Local Business Citations: any mention of your local business is considered citation in websites like Yelp, Yellowpages, Facebook, Superpages, MapQuest, Localeze, Foursquare, Factual, Infogroup/ExpressUpdate, Citygrid and many more across the web.
Advanced tip: You can also post your business in directories but don’t overdo it because it can affect negatively your website rankings.
Even if you manage to do all of the things listed above you will not get closer to the top 5 if you don’t start link building right away.
Even if your website is user-friendly and fast, even if you post amazing content and you have listed your website ins every citation website out there you simply won’t get anywhere without backlinks.
There are hundreds of advanced link building tactics out there and you can go and read them all.
You can even try them all and see what works best for you.
When working with dental offices, what I found most efficient for them were two link building tactics: Guest Posting and Forum Posting.
A guest post is a piece of content that you write on someone else’s website.
Since you are in the dental business the E-A-T applies here as well.
You have to provide an amazing and useful content for the people you are guest posting for and also you have to be an expert in what you are talking about. In exchange, they will link back to you and this is how you can create really valuable links that will boost your rankings.
The website you are guest posting in must be related to the product/service you are offering otherwise it looks a lot like the keyword stuffing we mentioned on the integrating part.
Forums are communities that share the same interest and would love to discuss different topics of it. Forums are a great way to get a lot of people involved with your brand which will grant you with potential customers in the future.
The bonus part: If you write a good informational post about an interesting topic related to your business you can get a link from it.
SEO is at times overwhelming and it seems like it’s not worth the effort. But I promise you if you are willing to put the work to it, be consistent and be patient, it will pay off greatly.
Just never forget to take care of your business online, like you do it offline.
And never stop looking for new information and how you can improve the quality that you give your users.
Follow these steps and you will get to the top of your local area.