You may have been around for a while and remember the Yellow Pages. That meant that dentists had to be listed in the Dentists section. You also had to stand out from your competitors if they wanted to call you and schedule new patients. If your name began with the letter A, it was simple to achieve this in the alphabetical listings. A bold listing or display ad would have cost you extra.
Today's digital age has seen Google and (to some degree) other search engines replace the Yellow Pages. The AAA Dentals of the world no longer hold the top spot on the list. It has become a science to be the first dentist that patients see when they search for a dental office in search engine result pages (SERPs). This science is called search engine optimisation (SEO).
What is Local SEO, and Why Is it Important for Dental Offices?
Local SEO is one of the many categories of digital marketing. It focuses on the searcher's intent to locate a local business. Local search is more critical for a brick-and-mortar business such as a dental practice because it directly affects the inflow of patients to the office.
Google is smart enough to tell when you search for general information and when you are searching for a specific service or place based on what you type. While "best dentists near me" is a clear clue, even "local dentists that accept insurance" will likely result in a Google Map cluster. A query like "What kind of dentist performs root canals?" will return more information.
Search engines consider relevance, prominence, and distance to rank your website in local searches. That allows you to prioritise results in the most helpful way to the person looking. Even if you didn't do any search optimisation, your website would still be listed in the local search results. However, how low you rank will depend on how many competitors you have. You should invest in your local SEO, even if you live in a small area with few dental offices.
What is the most important thing about local SEO?
Local SEO doesn't have to be difficult if you know where to focus. You need to be aware of these things to improve your local SEO.
Google Business Profile
Google's Business Profile page (formerly Google My Business Page) is one of Google's most important ranking signals. Optimising your profile is crucial if you want to improve your SEO. Logging into your GBP dashboard will allow you to complete your profile from the beginning, with some sections that require special attention.
BUSINESS CATEGORY
Although it may seem obvious, most dental offices should choose "Dentist" as their primary business category. Depending on your speciality, you may add categories like Cosmetic Dentist and Pediatric Dentist to describe what you do.
SERVICES
Once you have selected your categories, you can describe your services. You can choose from a variety of services, such as Tooth Whitening. However, you can also enter your custom services.
DESCRIPTION "FROM THE BUSINESS"
It differs from the description Google generates automatically at the top of your Google Business profile webpage. Your self-written description will be located below the Reviews section at the page's bottom. Make the most of your self-written description to make the most out of it:
You can use keyword research to identify the terms people use to search for new services in dentistry.
Your most important information is shared within 250 characters. There are 500 more characters you can use after that. However, they are hidden if people click on the "More..." link.
Do not repeat information from another page. Find what is missing and share it. Your website can provide valuable content that helps people get to know you and your uniqueness.
PHOTOS
Photos on your profile page will encourage more search engines to click through your website. Google will see that you are engaged by adding pictures often. Remember that anyone can add photos to your listing. So make sure you have as much control as possible over the quality.
QUESTIONS AND ANSWERS
You can't do this through the Google Business profile dashboard. However, you can access your profile page to add frequently asked questions and answers (or answer questions submitted by visitors). Remember to answer their question. They'll likely move on to the website of your competitor.
GOOGLE REVIEWS
Positive reviews are essential for improving your local search engine rankings. Your star rating will also affect how many people click on your link. You should aim to get at least four and five-star reviews. If you only have a rating of three stars or less, more than half the people who read your reviews will skip you.
SEO on-page
Google will also look at your website to find clues about your online presence in the local area. You should use keywords and other on-page SEO techniques to make Google aware of your local connections. Your NAP information (name, address, phone number, etc.) should be visible and consistent throughout your website.
Inbound Backlinks
Your website's prominence is determined by the quality and quantity of its inbound links. For SEO in the dental industry, it can be particularly beneficial to have links from nearby organisations.
Citations
Citations can be similar to backlinks but specifically include your NAP information. Online citations are found in directories like Yelp, the online Yellow Pages (yes, the online version is still available) and other similar services directories. Your listings on directories like your website's NAPs must be accurate and consistent. Link building via high-quality business listings can be accessible and is one of the most effective ways to get on the first page.
Behavioural Signals
Google can use the amount of interaction generated by your website in the form of click-throughs and mobile clicks to call calls and check-ins to determine how valuable your website is and where it should rank.
Social Engagement
Google also considers how many social engagements your website gets through platforms like Facebook and Twitter to determine its popularity. Social media is an excellent option for dental marketing strategies if you are hesitant about using it.
What can you do to improve your local SEO?
While there are steps you can take to improve your local search ranking, an SEO expert will help you get the best results.
For much of your local search success, even with extensive optimisation, it is not you-it is them. Google uses these factors to personalise search results. These include the location of the person searching, their language, device and web history. Your dental office can have a better chance of being found at the top of search results if it has solid SEO.
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