10 Internet Marketing Initiatives for Every Dental Practice

10 Internet Marketing Initiatives for Every Dental Practice

1. Make sure you have a mobile-friendly website

It’s expected that approx. 65% of all local searches will be made on a mobile phone or tablet. Have you checked your site’s appearance on your iPhone? If you can’t conveniently read it and find your office’s phone number and directions, chances are your patients can’t either. It’s becoming increasingly critical for businesses which depend on local traffic to have their websites optimized for mobile search. And speaking of mobile search…

2. Claim your Google Local listing and optimize it

Your Google Local listing is important for you in two ways:  First, local listings now receive prime space on Google’s results page. Completing your listing is a great way to move into a high-visibility position for your office’s primary search terms. This entails claiming your listing, adding photos, keywords, customizing the description, etc. Not only will your listing rank higher, but patients who visit your local listing will now see photos of your office and smiling staff instead of a generic listing. The other important component of your local listing is its’ role in mobile search. The top local listings receive a prominent place in Google’s mobile search results, and they feature push-to-call and push-for-directions buttons. One other feature of local search may have you wondering about is…

3. Requesting user reviews, and then monitoring and following up

You may have noticed user reviews on the Google results page when looking up restaurants, CPA’s, or plumbers. Of course, dental practices have user reviews as well. In fact, there are dozens of review sites on the internet, from Google to Yelp, to FourSquare. Again, there are two key benefits to encouraging user reviews. First, there is strong evidence that a listing receives a significant bump in Google Local rankings when it receives five Google reviews (keep in mind that this also helps your visibility on mobile searches). Second, it gives you and your staff the opportunity to strengthen ties with your patients, address issues and concerns, and generally interact with people in your area who are looking for dental services. Another element that Google considers when indexing websites is original, updated content, best delivered by…

4. A company blog

Many of us think of blogs as being reserved for fashion, sports, or political commentators. While those are all useful applications, there is a practical reason why your practice benefits from a blog as well. When Google ranks a website, an important factor is how often the site is updated with original content. Gone are the days when a website could be launched and then forgotten. A blog is the perfect tool to deliver dynamic, relevant content to your website. Just remember that your content should be original, not copied or mass-distributed. Informative blogs have an additional benefit: your peers may link to your article, boosting another component of Google’s algorithm, the…

5. Number of quality inbound links to your site

Google’s mission is to promote “authoritative” websites in their results, i.e. pages that are original, trustworthy, high-quality, and generally providing value to the internet audience. One important measure of this is the number of quality inbound links to your website. What is a “quality” link? The accepted definition is a link that comes from a respected source, like another authoritative website. Inbound links from peers, referrers, dental associations, and even Chambers of Commerce would all be considered quality links. Building your inbound links up over time demonstrates that your website is valued and continues to provide value over the long run. You can further define the most important pages of your website by creating…

6. Customized Title Tags.

Title tags are one the most significant factors to search engine rankings. Providing Google with an original title tag for each page often gives an immediate boost to a site’s rankings. It’s easy to tell whether your site’s title tags are customized. Simply hover your mouse over the tab at the top of the page when you are on your website. If every page is “Dallas dentist” or “Dr. ____”, then your titles aren’t targeted to bring you the best results. For example, you may have a service page on whitening, one on sedation, and one on implants. The title tag for each page should reflect the subject, much like the title of a magazine article describes the topic. This brings up another key point to improve your website…

7. Separating out your Service pages

Most practices offer numerous services. However, you are doing yourself a disservice if you list all of these on one page with a title like “Services”. The reason? It limits your content and prevents you from implementing original title tags for each service. There is a great deal of difference between a single title tag that simply states “Dallas dental services” and multiple tags reflecting each service that directly correlates to the content of that page, i.e.: “Dallas teeth whitening”, “Dallas dental implants”, etc. Separating out your services provides Google with a focused page, with your title tag and the page content supporting each other. It also gives you more space for original copy and photos. Hopefully, now you’re driving many new visitors to your website. How do you convert them to patients? Provide a…

8. Clear Call to Action and accessible contact information

Perhaps you offer a free initial exam to bring in new patients, or a certificate for discounted teeth whitening. Make sure that visitors to your website can easily find your promotion and make an appointment from your home page, preferably in the top part of the screen. Whether you have a simple online form to contact your office or a phone number prominently displayed, remember that your website has a purpose; you want to convert visitors to patients. So make it easy for them. Now that your website is optimized for Google’s local and on-page search, you may feel that you’ve done everything you need to. However, you might also choose to consider a…

9. Pay per Click campaign

Yes, it does require a monthly investment. However, there are several benefits to a targeted PPC campaign. First, the results are measurable and reliable; you will receive a report detailing the exact results of your advertising. Second, Google devotes a large and prominent space to advertisers, highlighted at the top and the sides of every results page. Third, you can target your ads for any aspect of your practice that you choose to focus on. Finally, pay per click ads are the most effective way to target potential customers in neighboring cities. For example, if your practice is in Garland, but you want patients from Dallas, Richardson and Plano, you can advertise to those areas through pay per click campaigns. Now that you are bringing in more visitors and turning them into patients, how are you measuring your success?

10. Make sure you receive regular site traffic reports and use them

You may find that you have more new appointments and that your office revenue is improved, but to really get an accurate take on the impact of your website and your online marketing efforts, you need to examine your monthly web traffic reports. You can gather this information from several sources, from simply installing Google Analytics, to receiving a report from your marketing partner. Having this information at your fingertips enables you to not only monitor your progress, but also test the impact of future marketing efforts.

If you’d like to find out if you are on the right track with your marketing, click here to request a no-obligation Dental Marketing X-Ray.