It’s hard to have escaped hearing about search engine optimization (SEO) over the last few years. Every dentist wanted to be at the top of a Google (or Yahoo or Bing) search, so website developers and marketers discovered ways to make their websites more attractive to search engines. Many dental practices, maybe even yours, dumped dollar after dollar into dental search engine optimization, chasing the pole position on the results page.
But times have changed. Google, the most-used search engine in the world, has improved its search algorithms so that it doesn’t fall for tricks like keyword packing, cloaking, and auto-generating websites anymore. Now, SEO really comes down to one word: content.
The goal of all search engines is to provide the best answers to any query, and they are getting smart enough to return results in context. That means repetitive writing meant to be read by machines instead of humans isn’t going to cut it. Reposting someone else’s content doesn’t gain you anything, either. Content that works is unique.
There Is Still A Place For SEO
Research across all businesses shows that SEO leads have a 14.6 percent close rate, while outbound leads (such as direct mail or print advertising) have a 1.7 percent close rate. So SEO still has a place in your dental marketing plan. That’s because the SE (search engine) part of SEO is still relevant.
Ninety-seven percent of consumers go online to find local services to the tune of more than 5 BILLION searches per month.
It’s the O (optimization) that has changed. Again, Google is hungry for fresh, unique, authoritative, and responsive content. Given the level of competition online these days, dentists need to produce a great deal of content on a regular basis as part of their dental marketing system.
That’s not something that the vast majority of dentists are equipped to take on, especially not on an ongoing basis. Fortunately, there’s a way that you won’t have to.
SmartBox handles every aspect of dental search engine optimization for our dentists as part of our industry-leading Patient Attraction System™.
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