by AdminPosted on Posted in Instagram

Is Instagram worth your time?

One of the popular questions we are asked by potential new dental clients is “can you make us big on Instagram?” – in short our answer is ‘no’. In today’s blog I’ll take the opportunity to explain why we can’t do that for you and why, probably, you won’t be able to do it yourself either.

So why that “negativity” – surely Instagram is where it’s at and offers a huge potential for dentists seeking new patients? That’s true but the missing link is how much effort does it take to gain the traction you need on Instagram before you start seeing the rewards? Unfortunately the answer is a huge amount of effort and way beyond the team at a typical dental practice.

This may contradict some of those glossy books you may have seen about dentists making it big on Instagram, but whilst it is possible, those examples are very few and far between. They are the exceptions and not the norm unfortunately.

What do you need to do to make a big impact on Instagram?

Before we explain further, it is very important to remember that the majority of the content you publish on Instagram isn’t going to be seen by anybody, very much like Facebook. Even where you’ve managed to get a decent number of followers, in itself a huge task, relatively few of these people will actually see your content. This is because the ‘organic reach’ of your content is deliberately curtailed by the platform to encourage you to buy ads instead.

Whilst this curtailment of reach is currently worse on Facebook, it’s going the same way on Instagram too – perhaps unsurprisingly so as Facebook and Instagram are both part of the Meta organisation. Why would they make it easy for you to promote a dental business on their networks when they can make money from you via advertising instead?

Why can’t agencies do all the work for you?

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by AdminPosted on Posted in Advice

Which techniques to use and the results and timescales you should expect

Whether you already run an established dental practice or you’re in the process of setting up a new squat, the topic of digital dental marketing/advertising will almost certainly have gained your attention at some point.

For some, the huge potential of the web for attracting new patients will be second nature and something they are well versed in; whereas for others, it may be an area they know they need to explore in more detail but haven’t ventured there yet. Whichever it is though, it’s undeniable that digital marketing/advertising done well, can be a game-changer for the fortunes of a dental practice and the dentist owner.

Perhaps one of the main questions our team is asked when we are discussing with new clients is “what marketing initiative do I need?” closely followed by “when should I start them?” Then of course, “what should I expect from my investment?”

In today’s blog we’ll take a closer look at those questions and provide some insights to help you get moving with your own marketing campaigns and initiatives.

We’ll also discuss how the type of initiative and to some degree the timing, will depend on the status of the practice at a particular point in time.

Search Engine Optimisation – SEO

I’ve been actively involved with SEO for the best part of 20 years so forgive me if I push it to the top of the list when it comes to promoting a dental practice. The simple fact is that holding prominent ranking positions in Google is still the most effective and sustainable way for bringing new patient enquiries from the web, lots of them.

Whilst you can be quite successful with paid adverts of various types, and more of that later, if you rank well in Google with a high-quality website, then lots of new enquiries will follow. Those enquires won’t stop dead if you suddenly switch the funding off as they would with paid ads, albeit you will still need to invest in the services of an accomplished SEO team to ensure those hard won positions are maintained in the long term.

My guidance is that a dentist should always prioritise Google ranking as soon as possible on the basis that gaining good search results takes time; it certainly isn’t a fast process. So this is a mid to long term initiative but one you need to get cracking with quickly. Unfortunately very few website do well in Google without SEO these days and those that do tend to be in areas with very low levels of competition.

So what are the potential penalties for not investing in SEO?

I think this is quite easily demonstrated by noting that over 70% of all organic traffic from Google for a particular search term goes via the top three results – so getting your web pages there is essential if you are to exploit the huge opportunity Google offers.

The large majority of the rest of the traffic goes via the remaining results on page 1 and very little at all via page 2 results. So unless your web pages feature in the top half of page one, and preferably in the top 3 positions for your main searches, then you’re really missing out. Even if you have a great website, it isn’t going to work well for you unless you have good search positions as well.

How long does SEO take?

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by AdminPosted on Posted in Advice

Which of these fads did you invest in but perhaps now regret?

The world of marketing for dentists is quite progressive, with more and more companies entering the space over the last five years or so. As new companies come along, the pressure to introduce “shiny new features” to promote websites and marketing initiatives increases. Consequently we’re seen lots of new gizmos and initiatives appear, not all of them good!

This competition is healthy and helps to drive everyone forwards, however not all of the “must haves” sold to dentists over the years, have proven to be all that was made out when they were originally introduced. Let’s take a look then, at some of those items which once were all the rage but now have been shown to add limited or no value.

Dental apps

The dental app came to the fore six or seven years ago and to the uninitiated, seemed like a good idea. What better than having your dentist’s app on your ‘phone for making an appointment or to seek guidance – or at least that’s what was suggested. As such, many dentists bought into the idea of their own app and spent lots of cash having them developed. Unfortunately, what actually transpired is that very few people actually downloaded those apps, let alone used them.

For those of us “in the know” the idea of a dental app was never really sustainable simply because the idea that people would want a dental app on their ‘phone was somewhat wide of the mark. This became even more tenuous with the advent of mobile optimised, high-performing websites which could be accessed with just a couple of clicks.

As you’ll have guessed, no-one really develops or tries to sell dental apps these days.

Website treatment animations

Do you remember when these were popular? Lots of lurid treatment animations showing how your dentist goes about their work. Not only did they generally not look very nice, they also slowed down your website if you weren’t very careful about how you used them. We actually received feedback from three or four dentists who’d surveyed their patients to check the popularity of the animations on their websites – all of them said that they were hardly used and at best were a distraction.

Over the last few years dentists have realised that those expensive animation packages aren’t really adding much value and have dispensed with them – you hardly see them at all on modern websites now.

Single page websites

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by AdminPosted on Posted in blogging

Here’s why your blog is still an excellent tool, for users and SEO

Your marketing partner and perhaps your dental coach will possibly have talked to you about the benefits of a dental blog, albeit for different reasons. The former will be mainly interested in blogging to support search engine optimisation, whereas the latter will likely be more interested in how you communicate effectively with patients. In truth, both of those factors are very important, just as much now as when the benefits of blogging first started to be realised some 8 or 9 years ago.

Let’s recap then, on why your dental blog is still a major benefit today and why it makes sound sense to keep momentum with your regular posts and updates.

As search engine specialists here at Dental Media, we’ll begin with the benefits of blogging for SEO and then move through to why your blog is an incredibly useful information source for patients. In fact, those features are very closely linked as we’ll see.

Blogging for SEO

Some purists will say that you should only ever blog to provide information for users, not for SEO. However that’s more than a little bit naïve because when you provide good user information, at the same time you are also providing content which is really useful for search engines. So when we say “blogging for SEO”, we are actually starting with useful content for users and then further optimising it to target specific topics and locations. For example, we may choose to write a blog about the benefits of full arch replacement using dental implants but we’ll then target that to readers from a specific location.

We may then write additional blogs about various aspects of dental implant treatment and perhaps vary the location and demographic targeting depending on the dentist’s preference. We’ll also choose to do similar for other treatments e.g. Invisalign, cosmetic bonding and so on.

These articles must be well-written and unique else they won’t be indexed and included in Google’s search results.

Not only does a blog provide the opportunity to create back-links to support the headline pages of a website, it also creates more content for the website overall, so increasing the website authority and coverage in Google. The blog you are reading today is one of over 500 published on the Dental Media website, starting way back over twelve years ago. It is one of the reasons why we have great search engine results and also lots of website traffic and enquiries.

Blogging to provide high-quality user information

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by AdminPosted on Posted in Google

How are the search results on Google’s page one structured?

Here at Dental Media we provide search engine optimisation services for hundreds of dentists across the UK, helping them secure many new patients from the web. Understandably those clients like to keep an eye on their ranking positons to see how their optimisation campaigns are progressing.

In addition to the regular monthly reporting we provide on campaign performance, we also try to speak with our clients on a regular basis to answer their questions and advise about current status using clear and non-technical jargon. One of the areas where we see lots of confusion is how Google presents search results and in particular what “search localisation” means for the average Google user. With that in mind, I thought it would be useful to recap on the main features of page one of the Google search results and how they impact on your own dental promotional campaigns.

Google search results are multi-faceted

Perhaps the first thing to note is that there are a number of different structural elements which combine to build up page one of the Google search results. The main ones are:

  • Traditional organic results “10 blue links”
  • Paid ad results
  • Map/local listings
  • Knowledge boxes, information panels etc

So when we make a search in Google, we are presented with a range of useful links which we can use to find more information – some of these are in the form of paid ads, others are there on the basis of merit and Google selection. Let’s take a look at each of these a little more closely.

Traditional organic results

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by AdminPosted on Posted in Website

Preparation to help your web project progress smoothly

You may think it is possible to be completely hands-off when it comes to preparing and launching a new dental practice website, but unfortunately this isn’t quite correct. Whilst it is possible to take a back seat and let your designer do most of the work, there will still be some areas requiring your involvement or perhaps the involvement of a nominated member of the local dental team.

So what are the key areas of involvement and how and when should you prepare to help keep the process running smoothly?

Let’s take a look at the typical sequence of events and where you are very likely going to be involved. Hopefully this will also help you to plan ahead.

Reviewing the project proposals

Typically you will have approached several specialist dental design agencies to quote for your new web project and they will have provided a selection of proposals for you to review. From a supplier’s perspective we hope that the review process proceeds reasonably quickly, notwithstanding that there are always unexpected events that can scupper even the best laid plans.

However, given the huge benefits that a new practice website can bring, it makes sense to review those proposals reasonably quickly to get the ball rolling. It is also extremely useful to let the agencies know that you have received their proposals so they are not left hanging – unfortunately some dentists neglect to do this, so please try to do the right thing if at all possible.

Please remember that a lot of work goes into preparing a comprehensive website proposal and so it’s appropriate to acknowledge receipt.

Choosing the supplier and completing preliminary documentation

After reviewing proposals you will choose an agency to work with. It is typical at this stage for the agency to send their preliminary paperwork including a design questionnaire, project contract and also a deposit invoice. Most agencies will book your project into their design schedule when those items have been checked and returned, including the payment of the deposit.

Again it makes sense to try to complete these elements in good time if you want your project to get underway, however if anything intervenes to cause an unexpected delay, please let your designer know.

Logo

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by AdminPosted on Posted in seo

Managing a dentist’s expectations for fast Google rankings

One of the main questions we get from clients following the launch of a new dental website is “why can’t I find my site in Google yet?”

Although we discuss the workings of Google and how websites are ranked early on in a website project, I guess that clients sometimes forget and are understandably excited when their new website is launched. No doubt they are also are very keen to see it included in the search results as soon as possible. Unfortunately this isn’t always the case and it can take several weeks for a website to start appearing in Google and also that the rankings can be quite variable and intermittent early on.

So what’s actually happening here and what should a dentist expect when it comes to search engine results directly after the launch of a new website?

How does Google find a new website?

First let’s recap on how Google works when it comes to finding new content on the web and how it decides where to rank it in the search results. Then we can take a quick look at what can be done to help speed up this process and progressively move a website to occupy prominent ranking positions.

Google uses “bots”, affectionately known as “GoogleBot”, to find and index new content on the web. This is an automated process and the inclusion of a new website in the search results cannot happen until this process is completed. When the new content has been indexed, Google then uses algorithms to decide where that particular content should appear in the search rankings.

There are lots of factors in play, not just the quality of the content itself, but also how popular it is. Google has historically used the number of links pointing back to a website as an indicator of how popular/useful that content is and hence what level of ranking it should be awarded. But the number and quality of links from third-party websites is only one of the elements Google uses in its ranking evaluation; there are numerous factors to consider alongside this and it’s in this area where you are likely going to need an experienced SEO team to assist.

Hopefully that short overview of how Google works will help our understanding of why new websites typically don’t appear in Google immediately. We should also be able to see that new content isn’t going to suddenly appear in prominent positions, particularly where other competing websites have already gained a foothold and perhaps have had SEO running for some time. Those rankings have to be earned, particularly in areas where competition is high.

What can be done to make sure your dental website is found by Google soon after launch?

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by AdminPosted on Posted in Website

If you’re about to embark on a new practice website project, this check-list will help

It should go without saying that a high-quality website is an absolute necessity for any dentist looking to exploit the huge potential for gaining new patients from the Internet. Even where enquiries don’t come direct from Google searches, for example via word-of-mouth referral or maybe social media ads, then those people are still very likely to look up your website. If your website isn’t top-notch, then chances are that many of those folk will move on elsewhere.

So what are the essential features you must include in a modern dental practice website? Here’s a quick and simple bullet-list which you can use as a handy reference document.

Attraction

A great website isn’t of much use if people can’t find it, so as a minimum ensure that these critical elements are in place either on your new website or working alongside it:

  • A complete, optimised Google Business Profile page (formerly known as ‘Google My Business’). This is your portal to the local/map listings Google shows on page 1 for people searching for local dentists and services.
  • The Google Business Profile is also the place where patients will leave reviews for you and where you can respond. The reviews process is critical for demonstrating credibility and also for helping to penetrate the Google local map listings. Seek a steady flow of 5 star reviews and try to target an overall business rating of 4.5 or higher. Below this level, data shows that people tend to look elsewhere.
  • SEO (search engine optimisation) – this comes in two parts, on-site and off-site optimisation. Both of these elements are crucial if you are to gain and then retain prominent positions in Google.
  • Blogging and social media updating – it’s not just about the use of compelling content on your website. You should also create interest and “buzz” around your site through regular blogging and posting to social media. These techniques can be very helpful to build Google ranking positions for a wide range of keywords e.g. dental implants, Invisalign etc and should not be neglected.
  • Consider other techniques to increase traffic to your website such as social media ads. This can be extremely rewarding if done professionally and it’s not just about getting an instant enquiry. A broad social media presence will help to keep your practice “top of mind” when people consider who to use for their dentistry.

That’s a quick overview of how to get useful traffic to your new dental website, but that’s not all that’s needed. The crucial second part of the process is to keep them interested when they eventually land on your site. So how do you best achieve that?

Retention

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by AdminPosted on Posted in Website

The Update Conundrum. Yes? No? What About Return-on-Investment?

With business running costs seemingly increasing all of the time and with no real sign of abatement, many dentists are holding off with upgrade projects at their practices and understandably so.

This also extends to website development and even where the practice website may be four or five years old and fraying at the edges, dental business owners and managers are still holding off and waiting for better times ahead.

But is this particular delay a sensible thing, even when times are hard? To evaluate this, we need to look at value and payback to facilitate an informed decision about investment priorities. In this article we’ll take a closer look at why your new dental website really is a pressing need and why holding off is probably doing your business more harm than good.

How important is a dental practice website?

Behind word-of-mouth referral, it is widely acknowledged that a dentist’s website yields the second highest number of new patient enquiries. Our own marketing data, where we track the source of enquiries across many different dental accounts, also supports this.

Whilst a potential new patient may have been recommended to your service by friends, family or colleagues, the strong likelihood is that they will still take a hard look at your Google reviews and your website too. First impressions definitely make all the difference here and so if your website is old and unappealing, then that potential new patient may end up looking elsewhere.

This may sound like quite a subjective assessment but we also have lots of other metrics which show how older websites generally work less well than newer ones. Analytics data shows quite clearly how the performance drops away quite dramatically as websites age, become less well maintained and also less relevant. This ultimately leads to far fewer enquiries.

As a designer and marketer, this is actually quite frustrating and we go to great lengths to demonstrate to clients where their websites are starting to perform less well than desired. Even then, a lot of dentists elect to plod on with their existing web presence and park any proposed upgrades. Of course this is the dentist’s prerogative and they may well have more pressing issues to attend to, but if the payback potential of a new website was properly understood, then delaying does seem somewhat misjudged.

Payback potential of a dental website

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by AdminPosted on Posted in Invisalign

More about those “guaranteed” leads….

Several months ago I blogged about some of the tricks and stunts being used by marketers in the social media advertising space to entice dentists who are seeking new Invisalign leads.

Over the last few months the number of agencies advertising their services has increased dramatically, names you’ve never heard of but all claiming to deliver “excellent” high-value leads for their clients. What’s more, the “guarantees” they are offering appear too good to be true and I’ll explain more about that in a moment. As one provider ups the ante and offers yet more guaranteed leads, then other providers come along with even more outlandish claims and promises.

Those of us working in the paid ads space for a long time know that such claims are ridiculous and that new agencies will try anything to try to secure new work. The claims and guarantees might make us chuckle, but to a dentist, it looks very tempting and almost too good to resist. However, more often than not, the promises are never delivered and the dentist is left disappointed and out of pocket.

So what’s going on here? How are dentists being pulled in to these contracts and why are they very often being left disappointed? First let’s take a look at how the ads are worded and what some of the weasel words actually mean. Here are two of the main claims and “guarantees”….

“30 guaranteed Invisalign leads per month or we work for free….”

“30 guaranteed leads or we pay you ad spend….”

It’s very common for advertising agencies to charge well in excess of £1500 per month for their services and consequently they will do pretty much anything to deliver the 30 leads they promised. However, they don’t guarantee the quality of the leads or how many enquiries will actually lead to treatment. They will often try to take over every element of the dentist’s web presence, including the practice website, so that any enquiry, however tenuous; can be claimed as one of the promised target.

Bumping your ad spend

The agencies also fail to mention what they expect you to spend on ad budget and if response looks slow, they will simply pressure you to increase it. Getting lots of poor leads with a big budget is relatively simple, so the agencies will be fairly comfortable with this – however you probably won’t!

Diluting your ad targeting

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