Nigel's talk at The Dentistry Show 2014
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19-Oct-2014 -
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Transcript of Nigel's talk at The Dentistry Show 2014
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#1 on Google :How you can help
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Nigel Reece
Managing Director
Dental Design
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Nigel Reece• MD Dental Design• Blue Chip marketing• Developed and launched Bupa DentalCover• Dental Design in 2000
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Dental Design• Manage and promote over 400 web sites• Average of 5 patients PER WEEK per practice• From £20 per month
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Agenda• Different!• Thought provoking stories• Learning points• Some not new!
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Topics• Twitter – How to listen• Design – Mastering the art of ‘nexting’• PPC – How to lose lots of money!• Reputation – Horsegate!• Social Media - Control
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1 – What not to do!• Listen to:
‘#1 guaranteed ’
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1 – What not to do!
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1 - What not to do!• Set the scene
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1 - What not to do!• Set the scene
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1 - What not to do!• Not all:-
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1 - What not to do!• Hard work!
o Re-mortage homeoWork full time for bookingso Holiday spent ‘working’
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1 - What not to do!• Simon received a call
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1 - What not to do!• Offering
o ‘Almost no deposit’!o No worko Guaranteed bookingsoMinimum 15% return per year
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1 - What not to do!
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1 - What not to do!• Not so smug now!
o 6 years ono Paid £100 000
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1 - What not to do!• This is what he’s got
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1 - What not to do!
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1 - What not to do!• Expensive attorney• Guarantees worthless• Plot sold!
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1 - What not to do!• Lessons
o If it sounds too good to be true…o NO ONE can GUARANTEE #1o Don’t rely on others!
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1 - What not to do!• Lessons
o Not only not produce resultso Can do damage:-
oPoor link exchanges – ‘Penguin’o Spurious blogs – ‘Hummingbird’oHidden text – ‘for years!’o ‘Spammy titles’; content – ‘for years!’
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2 – Online reputation• How many have you have booked a hotel
online?• What site did you use?
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2 – Online reputation• Reviews
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2 – Online reputation• Worst
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2 – Online reputation• Rest
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2 – Online reputation• Patients will be reviewing you• Trip Advisor?• Google, Qype, Dentist Finder• Don’t hide
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2 – Online reputation• Be pro-active – ASK!• Google the best
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2 – Online reputation• Google Places
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2 – Online reputation• Google Places
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2 – Online reputation• Google Places
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2 – Online reputation• Google the best• Other review sites
o Qype, o DentistFinder.neto Software of Excellence
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2 – Online reputation• DentistFinder.net
o Register
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2 – Online reputation• DentistFinder.net
o Reception send email
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2 – Online reputation• DentistFinder.net
o email
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2 – Online reputation• DentistFinder.net
o reviews
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4 – Protect your reputation• Negative reviews
o Respond with prompt calm messageo Propose meet/ callo Answer - where appropriate (late)o Report abusive/ slanderous
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2 – Online reputation
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2 – Online reputation• Ask every ‘happy patient’• Incentives – NOT bribes• Discount for review?• But can’t stipulate GOOD review!
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2 – Online reputation• Engage with the audience• Respond with thanks
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2 – Online reputation• Reviews increasing in value
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3 – Links• Find where links should be• Then get them there
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3 – Links• Your suppliers
o Denplan
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3 – Links• Your suppliers
o Invisaligno Etc…
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3 – Links• Your patients
o Companieso Personalo Blogs
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3 – Links• Partners• Friends• Acquaintances
o Chamber of Commerceo Networking groups ie bank
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3 – Links• Directories
o CAREFUL!o Dental specific
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3 – Links• Directories
o Local
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3 – Links• Reciprocal links
o Not a problem for a fewo But NOT all!o Don’t request specific text (anchor text)
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3 – Links• Competitors
o Higher rankingo Tools
Majesticseo.comOpensiteexplorer.org
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4 – Content• Content IS KING!
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4 - Content• Site up to date
o New team memberso New qualifications/ courseso New developmentso Special offers
• Google loves regular updates
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4 - Content• Blogs• Social Media feeds
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4 - Content• Relevant
o Know what user looking foro Google Adwords Keyword Plannero Ask team - reception
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4 - Content• Interesting
oWrite for audienceo Careful of pictures!
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4 - Content
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4 - Content• Regular
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4 - Content• Regular• As often as possible!
o Blog – monthly.o Facebook – couple of times a weeko Twitter – every couple of hours!
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4 - Content• Regular• As often as possible!
o Blog – monthly.o Facebook – couple of times a weeko Twitter – every couple of hours!
• Better to not do anything
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4 - Content• Stalking social conversation
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4 - Content• Stalking social conversation• Many benefits
o Keep eye on conversationso See what treatments/ problems discussed
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4 - Content• Respond as expert
o Careful!o Provide impartial adviceo Don’t overtly sell
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4 - Content• See what is already ranking
oMimic searcher
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4 - Content• See what is already ranking
o See what currently existsoWhat doesn’t currently existoWhat format currently take
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#1 – How you can help • Reviews• Links• Content
• Social media• Blogs