Should A Dentist Focus On Local SEO To Grow Their Practice?

Well the simple answer is yes. Your best immediate potential patients live in your area, right? So you’ll want to optimize your site so that it’s getting the attention of those people you want to come into your dentistry. When your dental website is more visible locally, you get more leads, and more viewers, which can then boost your rankings.

So what does local SEO do for your dentistry?

  • Improve sites local rankings – The goal of local SEO is to make your dental practice stand out in local rankings. So, when someone asks Siri to “find a dentist near me” you’ll want to be in the top few results, and the way to do that is to focus on local SEO. How can you do that?
  • Claim your local profiles – This is first and foremost in terms of local SEO best practices.
    • Make sure all your information – NAP (Name, Address, and Phone number) – is the same across the web, and claim all of your local profiles. If the name of your dentistry is Best Dentist of West Michigan, and one of the profiles says Best Dentist of W. Michigan, change it to match the other. Otherwise you’ll be confusing search engines and potentially your customers as well.
    • By claiming these profiles you’ll be able to make sure your dentistry is represented properly throughout the web, and you’ll also have control of all of those profiles, so if you change offices, or phone numbers, you can easily update them all by yourself.
  • Control the way your site shows up in SERPs (search engine results pages)
    • A good way to drive any traffic, and especially local traffic is to make sure your site shows up in a way that is appealing to potential clients when they search “Dentists in West Michigan”
    • Certainly, you want your site to show up on the first page, but you also want it to look like something that people want to click on. It’s a good idea to change your page titles so that they’re relevant, and make sure you write meta-descriptions for each page as well.
    • What’s a meta-description?
      • A meta-description is the little description that shows up below the page title on search results. Since Google will just pull words from your site if you don’t create one, it’s a good idea to have a unique, appealing meta-description that is under about 155 characters.
      • So it might go something like this: “Our West Michigan dentistry is family-oriented and uses only top-of-the-line-technology, so that you get the best care possible.” Ringing in at only 130 characters this is short and to the point, but tells your region, which is great for local SEO, and also describes your dentistry in a way that’s easy for viewers to digest.
  • Implement aspects of an inbound marketing strategy – There’s a few other methods you might consider to boost your local rankings, as well as your overall rankings.
    • Blogging – One of the best ways to increase credibility, visibility, and authority, is to produce a blog. Whether it’s once a month or once a week, regular maintenance of a blog increases the amount of traffic coming to your site, and it increases the amount of relevant, updated content that web crawlers see, which can boost your rankings too.
    • Content creation and marketing – Sites with weak or thin content don’t rank well. So make sure you don’t have one of those sites:
      • The pages of your website should have in-depth and engaging content, and you should also be putting out interesting content to your viewers. When writing for your own website, think of questions your patients ask you regularly in the office: Do they ask about cavities? How to make their teeth whiter?
      • Chances are if people are asking you those questions in the office, they’re probably asking them on the web too. If you can answer those questions in your page content, your blogs, and emailers, people are more likely to turn to you when they need help.
  • Email marketing – One of the best ways to generate more clients is through email marketing, and that’s because it’s the only market you truly own. Facebook and LinkedIn could change their policies tomorrow, making ads you worked on for hours obsolete, but you’ll still have your email. So email marketing is a great way to get in touch with new, potential clients, and maintain relationships with current patients. If you have an online appointment scheduler, or if you let people send you questions through your website, make sure you get their emails, so you can deliver that great content to them in a way that’s informative, and gets your name out there, but doesn’t seem spammy.
  • Creating video content – Another good way to build your inbound marketing strategy, video content is highly shareable, and encourages user engagement. So, if you got a sweet new CEREC machine, or if you’ve recently remodeled your office, you might consider a video tour. Alternatively, you might decide to do a regular “how-to” video blog, featuring topics like, “how to brush your teeth,” and “how to floss properly.” Whatever you go with, make sure it’s interesting and useful for your patients.

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