SEO for dentists

Local SEO for Dentists and Local Practices

Who am I?

Hi, I’m Joel Hauer

- Founder of ThunderMetric Agency - Online Marketing and Digital

Strategist

I help (a lot of) clients with their SEO needs. A lot of them are dentists and practices.

What are we gonna learn today?

Benefits of SEO for local dentists and practices

How SEO works

Creating a SEO strategy

KPIS and Goals

Auditing SEO and UX

Local results

Communication and reviews

Keeping an eye on the competition

What happens when you do it well


70% of dental leads come from organic search

They are 2-3 time more likely to enquire compared to Paid advertising

There are over 500 Algorithm changes per year, mostly trying to help local search

Dental Cost per click (CPC) ads can be as high as $40-$50 per click

Local competition (individual suburbs) ranges dramatically, offering huge potential

There is a lot of money for dentists in the Internet


But you’ll need to get customers online to get that money.

And for it, you need people visiting your page.


Only problem…

Rankings do not equate to income – conversions do.



How SEO works


KPIS and Goals

Auditing SEO and UX

Local results




What is SEO and how does it work?

SEO is appearing in Google for free when

your clients look for a dentist in their area


You need to pay for this

You need to pay for this too

FREE STUFF!

What is SEO and how it works?


70% of the users click in organic results

75% of users never go past the first page of results

Search is the main traffic driver for websites

93% of online experiences start with an online search

*Source: http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/ **Source: http://searchenginewatch.com/sew/study/2276184/no-1-position-in-google-gets-33-of-search-traffic-study

http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/

http://searchenginewatch.com/sew/study/2276184/no-1-position-in-google-gets-33-of-search-traffic-study

But how does it work?


Is the site relevant?

Is the site’s answering to the question the user formulates to Google?

It answers it better than the other pages on the subject?

In a different more satisfying way?

How long has the site been around?

Is technically optimised?

Can search engines index and understand the site?


Is the site authoritative?

How long has the site been around?

How many people are linking to it on their websites?

Are those websites authoritative relevant?

Are those pages relevant to the topic the user is searching?

What is people opinion about the service/product?

Does everything look natural?


But remember

Google changes its algorithm more than 500 times a year

There are more than 200 ranking factors, not all of them known

Search Engines have people manually reviewing sites

Search engines can penalise your site if they think you’ve been bad



How SEO works


KPIS and Goals

Auditing SEO and UX

Local results





What is my objective?



What are my users looking for?




How authoritative are our competitors?





What Keywords are our competitors focusing in?






Can we compete for the top, or be humble?







Keyword strategy







Keyword strategy

On-site strategy







Keyword strategy

On-site strategy

Off-site strategy



How SEO works


KPIS and Goals

Auditing SEO and UX

Local results




KPIs and Goals

SMART

KPI and Goals

How we define our goals?

S Specific

M Measurable

A Achievable

R Relevant

T Time Bound

Key performance Indicators:

Key performance Indicator: a measurable value that demonstrates how effectively a

company is achieving key business objectives. Organizations use KPIs at multiple levels

to evaluate their success at reaching targets

KPI and Goals

Vanity Metrics

Visits

Revenue

Facebook likes

Twitter followers

People who tell me how cool my website is

Dang! I’m the coolest 2.0 dentist at this side of

Sydney!!

KPI and Goals

Actionable metrics

Conversion rate

Visits to leads

Leads to customers

Average revenue per customer

Average customer lifecycle

Dang! I know how I can make more money!!

KPI and Goals

Vanity Metrics

Visits

Facebook likes

Twitter followers

People who tell me how cool is my new website

SHOW ME THE ACTIONABLE METRICS!



How SEO works


KPIS and Goals

Auditing SEO and UX

Local results




Auditing SEO and UX

Does my website rock or does it suck?

Auditing SEO and UX


SEO

1. Pagerank

2. Relevancy

3. Link Profile

4. Black hat

Auditing SEO and UX

Pagerank

Google’s measurement unit, from 0 to 10. It

takes into consideration links, host, how old

is the domain, among other things.

Relevancy

Are the keywords in the text, title, headers,

image title, etc.? Is our content structure

aligned with our keyword strategy and vice

versa?

Link Profile

Who is linking us? From which countries and

which TLDs? With what text? How

authoritative are these pages?

Black hat

Are we doing anything penalised by

Google? Hiding text with low contrast

backgrounds? Keyword stuffing? Bad

quality link building?

Auditing SEO and UX


SEO UX

1. Pagerank

2. Domain Authority

3. Link Profile

4. Black hat

1. Is it easy?

2. Does it convert?

3. It’s attractive?

4. Is it fast?

Auditing SEO and UX

Is it easy?

Can one person not used to the website

navigate through it easily? And perform

basic task as booking or filling the contact

form?

Does it convert?

Are the visitors performing the action we

want to? (Generate a lead, buy, lose a night

of sleep) Can it be improved/simplified?

Is it attractive?

Does a visitor feel invited?

Does it represent your brand, and style?

Does it use web design standards?

Is it fast?

Does it load quickly or take 20 seconds?

Does the website have large images?

Is the website using compression?

Does the speed suffer on mobile 3G?

Auditing SEO and UX


SEO UX

1. Pagerank

2. Domain Authority

3. Link Profile

4. Black hat

1. Is it easy?

2. Does it convert?

3. It’s attractive?

4. Is it fast?

Does the website answer what someone is asking to Google?

Auditing SEO and UX

One more time

Does the website answer what someone is

asking to Google?



How SEO works


KPIS and Goals

Auditing SEO and UX

Local results




Local results

Local SEO

In Local SEO, searching engines

display results near the user for

queries where being local is

relevant. E.g.: “Dentists in Sydney”

This becomes specially relevant on

mobile platforms.

Local results

The most important factors to

outrank our local competition are:

1. Proximity and relevancy of the

business

2. Authority and local signals of the

page

3. Reviews and citations

4. On-page optimisation

5. User centred metrics



How SEO works


KPIS and Goals

Auditing SEO and UX

Local results





Business with comments on them rank higher!

Key performance Indicators:

28 reviews drove “The Paddington Dental Surgery” to 1st local position for

“Dentist” and got more than 266,000 views to their Google+ profile.

How many views are you getting?


People are looking for you!


Rule of thumb:


Rule of thumb:

Always try to make your business relevant, not just online


Rule of thumb:

Always try to make your business relevant, not just online

Turn your customers into advocates, get comments!


Rule of thumb:

Always try make your business relevant, not just online


Put some love in your Social presence, especially G+


Rule of thumb:

Always try make your business relevant, not just online


Put some love in your Social presence, especially G+

Use every opportunity you have to get some publicity



How SEO works


KPIS and Goals

Auditing SEO and UX

Local results





What to check about your competition



1

How are their ranks

behaving? Why?



1

How are their ranks

behaving? Why?

2

How are their link

profiles evolving?

Why?



1

How are their ranks

behaving? Why?

2

How are their link

profiles evolving?

Why?

3

How are their

websites and social

resources evolving?

Why?


SOME TOOLS



How SEO works


KPIS and Goals

Auditing SEO and UX

Local results




What happens when you do it well?

What happens when you don’t do it well?

NoIt’s not anywhere near here

*search: dentist bondi


No

It’s not anywhere near here

*search: dentist bondi

WHY IS GOOGLE DOING THIS TO ME?

BUT I’M A DENTIST IN BONDI


1 The page could be more authoritative: our competitors have more links, mentions, reviews, etc.

2 The page could be more relevant: “dentist bondi” is nowhere in the main page

3 Optimisable structure: It doesn’t have content pages within its structure explaining its products

4 Optimisable conversion funnel: It makes the user think to convert

5 Optimisable User Experience: Stock photos, non-professional photos, duplicated content, not

optimised for mobile

What happens when you do it well?


1 Work in link building to increase the website authority and promote reviews and social shares

2 Work in your business and area keywords to make sure you rank for them

3 Have a deep, organised structure that attracts a wide variety of traffic

4 Make it easy to make a booking, work in conversion

5 Include trust factors and all the information needed


$$ $

$$

$$

$$

$$

SEO effort


#1We win

*search: dentist parramatta


Was curious as to the cost of surgical removal of wisdom teeth

Hi, just wanting to know the cost for a check up & also cost of tooth filling. I am with Bupa.

Thank you!

hi, I would like to one filling for

my tooth pls.

Check up and clean. Veneer if possible?

Emergency extraction. Appointment required today.How much does it cost for 17

teeth to be removed and all-on-four implants and dentures put in or the other option of 17 teeth

removed and an upper and lower denture being made

please

Needed to make a booking for a consult and to commence treatment

for root canal.

interested in getting a clean and consult for braces/ invisalign

I want a gold front tooth

I'd like to make an appointment for tomorrow

morning please. I need a full upper denture with 8 teeth

extraction

How to know a good SEO agency from a Bad SEO agency?

Good SEO’s ask questions:

1. What is a customer worth to you?

2. What is your average customer

lifetime value?

3. How are you currently generating

sales?

4. What are your conversion rates?

5. What is your bounce rate?

Bad SEO’s give false promises

1. How many keywords do you want to

rank 1st for?

2. How many links do you want?

3. Whats your topic preference for

articles?

It should start with extremely specific goals

• “We want to increase sales of our product by 30% within 12 months”

• “We want to increase our email subscriptions by 25% within 6

months”

• “We want to increase our phone enquiries from 5 a month to 30 a

month within 3 months”

What to do before you start with an Agency?

1. Understand exactly what you’re trying to achieve before you contact a marketing agency

“Ranking #1 in Google” is not a goal.


2. Understand the metrics that you REALLY want to measure

Not searching in Google every 5 minutes to see if your keywords have moved up.


3. Diversify your traffic sources.

Do not position yourself so you depend 100% on Google


4. Understand that content marketing plays a big part in the performance of your website

Google relies on words. Well written articles work better


5. Results don’t happen overnight

Google sometimes takes weeks to propagate your page

THANK YOU!

We hope you enjoyed this presentation

SEO for dentists

Marketing

Transcript of SEO for dentists