Google is by far the most popular search engine on the internet, controlling more than 90% of all internet search traffic. There are three sections in the SERP (Search Engine Results Page) where a patient can find your practice:
Google Ads - Top of the page above the Google map
Google maps - The map and pins with local results
Organic results - Website listings below the Google map
Online behavior studies have shown that around 2/3rds of local business searches find their result on the Google map. This means that most potential patients are skipping the Google ads section, finding a result in the Google map, and not scrolling down to the organic listings.
The upshot is this, if you want to find new patients online, you should start optimizing your Google My Business (GMB) account, which is the listing that shows up on the Google map.
Your GMB listing includes a general overview of your practice and information including:
Practice name
Your practice phone number
Your address
Link to your website
Areas your practice serves
Your practice hours
Patient reviews
Photos and videos
I review the first steps to begin optimizing your GMB account below, but I've also recorded a webinar that goes into much more detail and also gives step by step instructions.
SEO For Dentists recorded webinar.
1.) Claim and Verify Your Google My Business Listing
It's likely that this step has already been done, but you should check to make sure. If you know how to login to your GMB admin panel and edit/update your listing, then you can skip this step. If you don't know how to do that, continue reading.
First go to Google and search the name of your practice. You should see your practice's knowledge graph on the right hand side of the results page. Below your phone number you should see a link titled 'Own this business?' Once clicked, Google will let you know if the listing has been claimed by showing a partial email address of the account that claimed the listing. If the listing has not been claimed then you'll have the option to claim the listing.
Here is a video with a more in-depth explanation: Local Dental SEO - SEO for Dentists.
2.) Update Your Dental Practice Primary Category
Once you're logged in, the first step is to double-check all of the information on the info tab to verify that it's accurate. In the top section of the info page, you'll see a category named 'primary categories.' An update button that looks like a pencil is located near that area, allowing you to edit.
When picking your main categories, we recommend that you go with fewer rather than more. Our optimization techniques have shown that the more primary categories you list, the less likely you are to rank.
As a rule, try to stick to no more than three categories. For example, if your a pediatric dentist you should choose 'pediatric dentist' as your primary category and 'dentist' as a secondary category. If you're a general dentist, choose 'dentist' as your primary category, then choose 1-2 secondary categories.
One mistake that I've seen several times is that a practice has selected 'dental clinic' as their primary category. Don't do this. Choose dentist instead. No one is searching dental clinic, well almost no one.
Below is the list of Google My Business dental categories:
Dentist
Orthodontist
Cosmetic dentist
Pediatric dentist
Endodontist
Prosthodontist
Periodontist
Oral Surgeon
Oral and maxillofacial surgeon
Emergency dental service
Dental hygienist
Dental implants provider
Dental implants periodontist
Dental Clinic
Dental insurance agency
Dental lab
Dental school
Dental radiology
Dental supply store
Teeth whitening service
3.) Add Dental Services to Improve SEO for Dentists
You've updated your categories, and now it's time to add your practice services. You'll find your services listed on the info tab lower on the page. Your primary and secondary categories will be listed in the services section. Select your primary category and begin adding services. For example, under the primary category 'dentist" you'll want to add 'Cleanings', 'Crowns', 'Family dentistry' etc.
There are no limitations to the number of dental services you may list under your primary and secondary categories. At least not that I've found.
When a client asks us to do their dental SEO, we frequently list upwards of 100 distinct services in their GMB accounts. This will take some time, but the benefit is that Google will relate your services to the search phrases that people are using. So, the sky's the limit here. List at many as you can think of. Also, you have a description that you can write for each service. You'll want to add a description for each service.
Hopefully that was helpful in getting started. Like I mentioned above please feel free to watch the SEO For Dentists webinar listed in the blog article attached.
Here is an additional dental SEO article that may be helpful.
If you have any questions please comment.
Thanks!