How to optimise your dental practice's online ranking
 

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How to optimise your dental practice's online ranking

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How to optimise your dental practice's online ranking

 

How to optimise your dental practice's online ranking

Top five tips on increasing traffic to your dentistry website.

1. Extensive keyword research
Search engine optimisation (SEO) is about knowing the keywords you're targeting. It starts with keyword research and understanding. Essentially, good SEO is about matching up the content of your website with the search terms people are putting into Google to find you. The closer the match, the more relevant your website, and the higher up your website will be in the results. There's no point focusing on a search terms or keywords that no one searches for. This can be commonplace with dental websites: too much content is jargon based and not great for SEO. Google has a number of great tools to measure both competition and search volume. Search for ‘Google Keyword Tool' and find out what people are searching for and how much competition there is for that term. Then, agree on the keywords you'll be targeting, including your location. For
location-based services, it's important that this becomes part of your keywords when writing content for your website.

2. Content
Probably the most important part of any SEO activity. Making sure you have enough great content on your website not only increases SEO, but also leads to more conversions – that's more qualified patients, to you and me. Content can come in all shapes and sizes – the two main ones are:
• Blogs: Up-to-date, relevant information on your industry, your practice, advice, tips and other information
• General content: Services, treatments,
testimonials, case studies, team, practice, the price list and of course, you. Plenty of keyword opportunity here.

3. Social bookmarking
Just like bookmarking in Internet Explorer or Firefox, social bookmarking allows
website visitors to share their bookmarks with others. Google, and other search engines, pay attention to these when ranking your website. The more social bookmarks you have, the higher your website will rank. It is very important to be actively involved in social bookmarking-activities. Join all the major social bookmarking websites such as Digg, Delicious, StumbleUpon, Reddit and Facebook. Bookmark your own articles and press releases, make friends and share your bookmarks, too. Social bookmarking websites are very well optimised and are indexed by search engines every day. If your website's content is bookmarked, then you can expect your website to get indexed by Google within 24 hours as well.

4. Links
Links help search engines find pages. As a search engine crawler travels around the web, it follows links and indexes the resulting web page. The more links to a web page, the more likely and quickly the web page will be indexed.
A page's value is determined by the number of links pointing to the page. The search engines place a greater value on a page if lots of pages link to it. For example, let's say you have a web page that gives excellent oral health advice. If there are other websites that link to that page, the search engines will assume that the web page must be important (based on the number of relevant links).
Links essentially help search engines to determine what the page is. This is where the link's text is important. If the link text contains keywords, then, the search engine has some indication of what the page is about. For example, assume we have a web page explaining the different ways to whiten teeth. The keywords for that page are ‘dental', ‘tooth whitening', ‘cosmetic dentist', ‘oral health' and ‘laser whitening'. If other websites want to link to your web page, they should use link text that contains those keywords.
By having the keyword ‘tooth whitening' appear in the text that acts as a link, it indicates to search engines that the page must have something to with ‘tooth whitening'. So, you can begin optimising your website's content immediately by using keyword strong links within your own website. Additionally, when you get the opportunity to put links on an external website, make sure the link text contains your keywords.

5. Love your web designer
Probably the odd-one-out in this article, but equally important. A good relationship with your website designer can be the best investment you'll make in SEO! This person should be the knowledgeable one. They know how it works and it will always remain in their interests for you to stay profitable and highly ranked.

I do SEO consultancy at Base Creative and I can always tell which of our clients really want great SEO. They are not just enthusiastic about their patients, but also about their website's potential and optimisation. This means that you can expect more than just great results, but an ongoing
relationship where your SEO guy is constantly looking out for new opportunities, new ways to promote your website, and ideas that spill into the offline world too. So, if your web designer isn't quite sure about ‘all this SEO stuff', maybe spark up a relationship with a new one.


Founding Director of London based design agency, Base Creative, Iain is Marketing Director and part time web developer. His role is now looking after new business, running the marketing team and helping clients to gain better exposure over the Internet. He has huge experience in working with offline and online marketing strategies, email marketing campaigns and results-proven search engine optimisation. Previous to his current role, Iain started as a web design freelancer in 2000, working independently, and for a big London agency. From there, Iain set up a design and marketing company, which later became Base Creative in 2006.

 Posted on : Mon 17th - May - 2010

 

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