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One of the core beliefs at SmartBox is that website content – yours, ours, anyone’s – should be readable and informative if you want to attract new patients.
That’s what research says, and that’s what Google wants. But too many dental marketing programs don’t include content that meets Google’s standards. And that’s a shame, because quality content is an essential component of dental local search marketing.
Here are three ways many dental websites fail to provide good content:
1. Your content is written for search engine bots, not people.
Dental search engine optimization is serious business. It’s the key component to getting Google to link to your dental website when a prospect searches for the niches you want to dominate.
So it’s important that your website incorporate keywords and phrases that your potential patients will search for when looking to relieve their pain and problems.
You CANNOT shoehorn keywords into copy (keyword stuffing) in a way that makes that copy unreadable and unhelpful for dental prospects. Not only does it exasperate your prospects, but it can also cause Google to penalize you and hurt your search results rankings.
For organic search, Google has removed the ability for site owners to see the search query data someone enters to find their site. If a user is logged into a Google product (such as Gmail or any Google account) when searching, their search is conducted over SSL. As such, the referral data relating to that search is hidden.
Focus on writing relevant copy that informs potential patients, whether it’s web pages, blogs, social media posts, reports, or news articles. By writing content that matters for the patients YOU want to attract, you can and should be using the same terms they will be looking for.
2. Your pages aren’t updated frequently enough.
Google gives preference in its search results to pages with new, fresh, and relevant content. This can include changes to web pages, regular blogs, articles and newsletters, press releases and FAQs, and images and videos.
Conversely, this means that dental websites with little or no updated content lose ground over time and fare worse in dental local search page results.
This also means you should regularly monitor which pages are seeing the most traffic and which are not. The pages that receive the least traffic should be adjusted and modified until they achieve better results. Dental local search marketing is too important to be left to chance.
3. There’s not enough new, unique content.
It takes a lot of content to regularly update your site. In some markets, this can mean one unique piece per day.
Unique content is the key, because Google doesn’t look favorably on duplicate content. So copying content from the website of your state dental association or a professional organization not only won’t help your search engine results; it could actually hurt them.
Since content is the core of any SEO campaign, this would be counterproductive. Online audience-optimized content is an area in which you want to dominate, not dabble.
SmartBox’s industry-leading Patient Attraction System™ includes dental content writing, allowing experts in their field to help you attract more and better patients to your practice.
That’s only one portion of the integrated, comprehensive dental marketing services that make up our Patient Attraction System™. You can find all the information you need to create your own system on this website, but frankly, it’s not something the vast majority of dentists have the bandwidth or the inclination to attempt.
Feel free to look around our website at the topics that interest you most, or click here to see the results we’ve achieved for hundreds of dentists across the country. When you’re ready to see what a professionally created and maintained Patient Attraction System™ can do for your practice, contact us at (502) 509-1413 or click here.