Improving SEO with in-depth dental treatment text

Improving SEO with in-depth dental treatment text

Rank prominently in Google with comprehensive website information

“Content Is King” is a saying that has been around in the world of SEO for a long while and it’s probably even truer these days than ever before. Simply put, if you want to rank well in Google, you need to make sure that the content on your website is excellent and capable of holding a user’s attention. Achieve this and you will also be sending the right signals to Google when it comes to winning in the SEO wars.

The minimalist 200 words of generic text your average dental web designer supplies free with their websites, simply won’t cut it these days. You’ll need to go much further to ensure that Google considers your website to be authoritative and worthy of those coveted top ranking positions.

You may wonder why this is and indeed why great content is so important. To understand this, it’s probably best to consider one of Google’s core objectives when it comes to working out which website to place where in the search results. Their stated aim is to surface content which answers user’s queries best and to achieve this exposure, the sites that meet those aims are propelled to the top of the search results. Of course it’s not quite that easy and there are numerous and varied parameters which affect where a website is ranked, but for sure, the quality of your content and its ability to engage users is right up there in importance.

So how do you go about increasing your chances of occupying those top search engine positions using website content? Let’s take a look at two key dental treatments where this objective would be particularly important – dental implants and orthodontics.

Top-grade treatment page content

How many dentist’s websites have you seen where the treatment page content is clearly skimped and obviously done quickly by the designers simply to get the job finished? It’s the majority. There is also the misplaced notion that form wins out over function and whilst it’s important to have a good-looking website, it’s also equally important to have one which functions well, and in that I’d include the text content, particularly for Google performance.

So you have to find the all-important balance which gives the users exactly what they need whilst balancing the needs of the search engines at the same time. For the latter, comprehensive content always tends to win out over minimalist content.

How then, do we achieve the user/search engine balance and publish excellent, comprehensive content which doesn’t overwhelm the user? The way to achieve this is to consider your information as being part of a pyramid, with the key page at the top but with sub-pages below it that link back to the primary page.

With the dental implants example, you would develop a specific section on your website with a very patient focused headline page and with more specific information pages in the sub-navigation supporting it. So the headline page would give all of the key benefits of the treatment, how your services could benefit the patient, options available and perhaps some case studies, testimonials and FAQ. So a really well-elaborated page for Google to digest.

Supporting this page would be several other pages discussing the various types of implant treatment and how they are used; so perhaps pages on full-arch replacement, zygomatic implants, bone-grafting etc. This builds up an authoritative library of information for Google and also provides excellent references for those patients who are seeking out more comprehensive information.

If you structure your content in this way, you will not overwhelm users but still provide the core detail which Google really appreciates.

Of course you can use exactly the same technique for other key treatments, for example orthodontics. Here you may wish to focus on a key treatment such as Invisalign but also have supporting information about other techniques, the technology used etc.

Avoid content cannibalisation and duplication

When you are writing content and structuring it in this hierarchical way, it’s important to consider the issues of cannibalisation and duplication.

They are essentially interlinked and you can consider their effect to dilute your SEO potential. If you duplicate content, then Google doesn’t know which page to give credit it to. Similarly with cannibalisation, whereby your keywords or topics are spread too broadly and contribute to SEO dilution. So when you write, please ensure that your individual pages are tightly focused on the key information intended and don’t regurgitate what is on other pages. It’s quite a skill but also very important to get right!

Summary

If you are looking to give your dental practice website a good boost in Google and without having to invest heavily in off-site SEO, then your first priority should be to review your content and boost it using the techniques discussed above. We’ve done so on numerous websites very effectively and it really can make a significant difference.

If your own website is underperforming in the search engines and not securing the new patient enquiries you’d like, please get in touch with the web team at Dental Media on 01332 672548 to arrange a free technical audit.