SEO for Dental Websites – Marketing Tool-Kit Part 5
How important is Google position for a dentist’s website?
Over 60% of all search traffic is generated by the top 3 positions in Google. Two thirds of all new patient referrals come via dental practice websites – these two statistics are compelling enough. A prime Google position is critical for successful dental marketing and demands top priority.
Please continue reading for more detail about the importance of SEO within the overall marketing strategy:
Languishing on page 2 or below for your key search terms?
A good looking website is nearly useless unless it is on page one and preferably in the top three positions for key dental search terms. There are 2 main ways to achieve a prominent Google position – a) unpaid (organic or natural) listings and b) paid (pay-per-click) listings.
Paid listing, also know as Google Adwords, is a quick way to achieve prominence quickly and can be very useful for new websites, however a good organic position should be the goal for the mid and long-term. Both paid and unpaid listings can be used in tandem to secure prominent positions and attract that all important search traffic.
How do I achieve good Google ranking for my dental website?
It used to be relatively straightforward to achieve high positions in Google but recent changes by the search giant have made this much more difficult to achieve. Gone are the days of loading lots of low-quality back-links and hastily constructed pay-per-click campaigns which can now do way more damage than good.
Firstly the website must be constructed correctly and “on-site” optimised to give it the best chance in Google – a number of important factors need to be considered and are discussed elsewhere in this blog. Then there is back-link building or “off-site” optimisation. This has to be done very carefully and must employ a good quality link profile – poor links will be penalised by the new, rigorous Google parameters.
The SEO campaigns and PPC should also be reviewed regularly and the strategy adjusted accordingly – SEO and PPC management is not “fire and forget”.
Summary
High quality, ethical dental website SEO and professional pay-per-click management are key components of the dental marketing tool-kit and essential to help secure your share of Google searches that generate new patient enquiries. Done well, SEO and PPC will increase the footfall to your practice considerably. Done poorly, at best you will waste a lot of money and at worst, you could be penalised by Google. Please research your SEO and PPC provider thoroughly, seek full transparency of the work they undertake and take up references.