We’ve been talking about content strategy for online dental marketing for quite some time now. And we should! Google has been re-iterating the importance of good content since 2011. We’ve told dentists for a few years now that in order to please Google’s search algorithms (ie – make sure your website shows up in the first few listings of a search for dental services in your area), you need to have a consistent flow of fresh, helpful and original content on your website’s webpages and dental blog.
Not to sound like a broken record – but that hasn’t changed one bit. You still need darn good dental content on your site to have an effective online dental marketing strategy. Here are the online content “must-haves” for dentists and dental specialists:
- Dental Website – Your site should have content that is written to convert site visitors to patients. It should also have separate webpages for each of the dental services you offer, with ample content on each webpage.
- Dental Blog – Your site should feature a dental blog with new updates at least once a month.
- Dental Social Media – Your practice should have a Facebook and Google+ page with at least one update per day. Make sure your social pages are listed on your site for easy patient access.
As you know, online dental marketing is ever changing. Based on the trends we saw in 2014, here are our recommendations to help improve your dental content strategy in the new year:
Improvement #1- Utilize Visual Content
Humans are a visual species – we always have been. The more we “see,” the more we relate. Consequently, video is quickly becoming a very effective way to give your site and social media pages a dynamic presence on the web. In fact, the amount of video that was posted by people and brands (aka businesses) on Facebook’s newsfeed increased 3.6X year-over-year. We’ve written extensively about the benefits of video marketing and ideas for content for dentists, you can read about it here.
Additionally, 2014 research from Hubspot shows that photos are the most important visual element in optimizing your social media content (ie – what gets the most interaction from your patients.) So, if you have a patient who has given you a glowing review and gave you permission to post it online, be sure to include a photo of the patient giving the review instead of just the review text.
TIP: If you want to post a video to your Facebook page, keep it short. It will be seen on “auto-play” as your patients are scrolling through their newsfeed and needs to catch their attention quickly and succinctly.
Improvement #2 – Update your Content Consistently
In February of 2014, Google released their “Freshness” Update to its Panda algorithm change that essentially requires websites to consistently add fresh and quality content to their site to even be considered a valuable site by Google. And by “quality content,” Google means that it must be original, well-written, not spammy, not written in “marketing speak” and should genuinely be created to help your site’s audience (aka your patients and potential patients.)
Your 2015 content strategy should still focus on making sure your website content is fresh and updated regularly. We recommend that each service webpage have more than just a few sentences of content – this is important to your patients and to Google. If your practice provides dental implants, provide enough information about the procedure to fill a few paragraphs. A simple “Call us for more information!” simply won’t do.
Improvement #3 – Keep your Content Locally Optimized
As a dentist who provides location-based services to a select community, local optimization is key. In order to be found by potential patients searching for dental services in your area, here are two key optimization “must-haves” from SearchEngineLand.com:
- Google still has difficulty “seeing” your images, so by leaving out the background information telling what the image is, you might as well just leave the entire image out. Make sure to include your city and state in the “alt tag” or “alt text” in images on your webpages.
- The Title Tag on a webpage continues to be an important element for online marketing optimization. Make sure you include your city and state.
Our online marketing team is continually researching the latest online dental marketing strategies as they continually change and evolve. If your content marketing plan needs updating, contact our experienced dental marketing team today!