There has been a lot of talk in the press and across the internet about the ‘death of SEO’ (Search Engine Optimisation). This prophecy is made every time Google brings out a major update, and is sure to be made again the next time an update is on the cards.
But while Google has certainly made many changes to its algorithm over the years, the core message has never changed. Content is still king, and if you want to improve the performance of your dental website in 2014, you should look very closely at the quality of content that you present to the world.
Content is everything
A good website is all about keeping the user interested and engaged. The more useful, relevant and engaging content your website contains, the longer patients are likely to spend reading your website. This in turn will have an affect on how Google rate your website. The more interesting and relevant you can make your content, the higher your website will rank in search results.
But of course there are other factors you will need to consider as well. For instance, you should remember that Google absolutely hates duplicated content. Never copy and paste text from other sources. Not only will Google rank you lower, but it’s often very easy for readers to recognise generic content that’s not unique. For the best results all content should be presented in a friendly yet professional manner, and created specifically to meet the needs of your target market. If you mainly treat patients over the age of 50, then this should be reflected in the style of your content. Similarly, if you appeal to mainly a younger audience, your content will certainly not be the same as it would be if you were targeting an older market.
In order to make your content work for you, ask yourself, what is your practice website really for? When a user visits your website, more often than not, they are looking for information, or for a solution to a particular problem. For dental practices, this will tend to mean that many visitors will have a particular concern relating to their oral wellbeing. For instance it may be that they are suffering from pain, or it may be that they are looking for a solution to their crooked teeth or maybe even an alternative to dentures.
Whichever the case, it’s your job to show your visitors not only that you offer ‘dental implants’ or ‘short term orthodontics’, but to show them how the treatments that you offer present a solution to their problems. At Dental Focus ® we call this ‘emotional engagement’ or ‘emotional branding’. It’s not simply enough to show patients that you offer implants or veneers; more, it’s about showing patients what these treatments mean. This may be the chance to regain a smile, or even the chance to eat steak. Whatever it is, if you can engage patients, and create an emotional bond then not only will your Google page rank increase, but you will also find more patients are compelled to pick up the phone and give you a call.
More tips for 2014
Emotional branding is the next big thing in online marketing, but there are also a number of other tips that you can use to help boost your SEO in 2014. If you are a regular user of social media, you may have already heard of Google+, which is Google’s own answer to Facebook. If you don’t already have a Google+ page for your practice, it’s certainly worth setting one up. While you’re at it you should also consider signing up for Google’s ‘Places for Business’ if you haven’t done so already. With search engines making real efforts to deliver exactly that users are searching for, registering your dental practice in this way will help boost your visibility, and your relevance on search results.
Survival of the fittest
If you have a dental practice website, then it’s important that your website gets seen. This is why SEO is just so important, as it’s the process of making your website more visible to anyone searching for terms related to what you do. In the past, people have tried to trick the search engines by using the ‘dark arts’ of SEO such as keyword stuffing and other similar techniques. But nowadays, these tricks just don’t work. This is because the search engines have evolved and have adapted to place a much greater emphasis on relevance and quality of content.
Therefore, if you’re to make a success of your website in 2014 it is essential that you also adapt your strategy. Remember, content is absolutely key in modern SEO, and in the competitive world of online dental marketing, it really is a case of adapt or die. If your website content isn’t informative, engaging and emotionally compelling, then you may find your practice business suffers as a result.
For more information call 020 7183 8388, or visit www.dentalfocus.com
About the author:
Naz Haque aka the Scientist is SEO Project Manager at Dental Focus ® ‘Websites for your profit’. Naz has a background in mobile and network computing, and has experience supporting an A-Z range of blue chip brands from Apple to Xerox. As an expert in Search Engine Optimisation (SEO) Naz is passionate about helping clients build strategies to enhance their brand and increase the ROI from their dental practice websites.