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Patient Attraction Episode 378
Hello and welcome to the Patient Attraction Podcast. For the next two days, we’re going to look at how search engine optimization benefits dentists and helps them attract more and better patients. Stay tuned.
– Colin Receveur here and I hope you had a great weekend.
– For the next two days, I want to talk about SEO.
– SEO, or search engine optimization, is one of those buzzwords that lots of marketers talk about but very few people can define.
– Let me be clear: search engine optimization is using keywords and sets of words as frequently and broadly as you can to increase your likelihood of being found by the patients you want without being penalized by Google.
– I wouldn’t call it a “black hat” tactic, but Google would lead you to believe you don’t have to do it.
– That if you just write quality content, SEO takes care of itself.
– The problem is, if your competition is doing SEO, you’d better be doing it to.
– So let’s look at the practical side of SEO and see what dentists need to know before they jump in and start doing it or paying someone to do it for them.
- Search engine optimization is a long-term play, not an immediate win.
– Here’s way: Simply putting in keywords isn’t enough to consider your website search engine optimized.
– You don’t know whether it is working until you see which keywords people used to find you.
– It doesn’t take effect until more and more people come to your web pages, stay on your web pages and share your web pages with others.
– These results are what drives your web pages up the google search results page rankings.
– If this doesn’t happen, your pages aren’t search engine optimized even if they have keywords and keyword strings.
– This is true for both paid and organic search results.
- Speaking of, SEO takes resources.
– This is both human and financial.
– It takes time to research the correct keywords, monitor the results, re-evaluate, and redeploy.
– This also is true for both organic and paid results.
– SEO doesn’t just happen.
– It’s like an investment: you have to spend money to make money.
– This is one of the areas where I encourage dentists to pay someone else to handle this part of their marketing.
– This can be a real boondoggle and eat up a lot of someone’s time.
– Better to pay someone with expertise in this area and spend your time doing what you do best: dentistry.
- Finally for today, SEO is a moving target.
– Even the leading SEO experts in the industry acknowledge that keyword research is a bit of a crap shoot.
– An SEO analyst spends hours researching the most-used keywords and keyword terms.
– But that is no guarantee of future success.
– Google is constantly changing its algorithms.
– Look at my own company, SmartBox Web Marketing.
– If we had not evolved our practices, our clients would be getting penalized now for the same things that doubled their new patients two or three years ago.
– Do you want to be the one staying abreast of the latest Penguin, Panda, Hummingbird and menagerie of other updates from Google.
– Very rarely do I tell dentists they should leave their marketing to experts.
– I do these podcasts for the do-it-yourselfers!
– But SEO is an area I STRONGLY encourage you to hire someone else to manage for you.
– When we come back tomorrow, I’ll give you three more tips on successfully implementing SEO.
– Until then, keep moving forward.