Why you need more than just a couple of keywords on page one of Google
There is too much hang up about keywords when it comes to dental SEO these days, particularly when considering how far Google has moved on when it comes to evaluating where websites should rank.
As we’ve discussed elsewhere in this blog, SEO is no longer about adding a bunch of keywords to a page and keeping your fingers crossed, it’s a good deal more complicated than that.
However, that said, keywords are still very useful for getting a quick idea of the prominence of a website and a likely indicator of how much traffic it will get. Plus you still do need to include a few keywords and associated phrases on your website pages to help Google understand what they are all about. Ultimately though, this is just a starting point and you will need to invest in some of the other digital strategies discussed in this blog, e.g. links, content generation etc, to secure great positions in search engines.
But today let’s take a quick look at how you can use keywords to evaluate (and boost) the prominence of a website and get a quick idea of how it is likely performing in the search results.
Wide keyword profiles
Quite often, we find that dentists get fixated on single keywords or perhaps a very small set of them. For example, it might be “dental implants Trumpton” and then the dentist focuses on this term and searches for it regularly, using it as an indicator of how well their website is doing. In their head, they want this term to be at position one, but unfortunately there’s far more to the story than just the position of a single search term.
If you look in Analytics and Search Console, the free website data tools from Google, you will see lots of information about the various types of traffic which arrive on a website, for example from free searches, paid searches, third-party link clicks etc. The traffic which primarily comes from search engines, (free or organic) is made up of traffic which originates from hundreds if not thousands of different searches. So in the case of implants, it could come from people who search “dental implants” “teeth implants” “new replacement teeth” or many other associated terms. So not just one or two terms. Of course, some terms will carry more weight, but the spectrum is huge.
The same can be said for all other treatments and services, i.e. lots of varied search queries, hopefully resulting in traffic to your website.
What I’m trying to illustrate here is why it is important to avoid being fixated on a few search terms, but instead understanding the importance of appearing prominently for multiple different phrases across the spectrum of treatments you provide. The key is to develop a wide keyword profile which delivers traffic from lots of different search queries, not just a narrow range of super competitive terms. Ultimately, traffic and conversions (enquiries) are the key success factors and ranking at number one for just a couple of phrases doesn’t necessarily deliver this. You may also wish to read our blog which covers “long-tail keywords” for supporting information.
How do you achieve a wide keyword profile?
I must stress that Google is now very good at determining a user’s intent when they are searching and then matching their search queries with the websites which answer their questions best. So there is less reliance these days on providing lots of direct keyword matches on your website – you still need some in strategic places, but don’t overdo it. This will help Google to understand your website pages in the first instance and help to build a solid foundation for ongoing SEO.
Building on this, you should systematically create additional high-quality, useful content for your web pages and for your practice blog. This is excellent for users, but when written is a certain way, also helps Google to pick up on the keywords you use. I must stress that this doesn’t mean stuffing lots of keywords into the text, just using them lightly and with the contextually similar variants. All of this activity will help to broaden your keyword coverage, both for the very popular terms and also for the very important “long-tail” variants.
Conversely, if you leave your website content to stagnate, you aren’t leveraging on the opportunities we’ve discussed above. Effort certainly pays off!
Understanding how people us many different keyword variants to search for services on Google is important for the success of your dental practice website. Don’t get hung up on a very narrow set of keywords but instead, look to use content generation to help create a diverse keyword profile across all of your treatment types. This way you’ll pick up more searches, traffic and enquiries. You will likely also need to use additional “off site” SEO techniques, but diligent content generation on-site, will provide an excellent platform for success.
If you have questions about keyword profiles or SEO in general, please get in touch with the Dental Media team on 01332 672548 for up-to-date, transparent advice.Google+