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Dental Tribune U.S. Edition

Dental Tribune U.S. Edition | September 2013 A11iNduStry NEWS 3 ways to maximize SEO performance to increase your new-patient flow By Diana P. Friedman The Internet has fundamentally changed the way dental practices ac- quire new patients. Today, more than ever, where your site shows up in search engines will determine how much traf- fic and how many new patient calls are generated from your website. This makes sense given that recent research shows 97 percent of consumers (prospective pa- tients) search for local businesses online.1 This bodes well for dentists, if they navi- gate their SEO strategy well. Making SEO work for your practice Search engine optimization (SEO) is the “process of improving the visibility of a website or a web page in a search en- gine's natural or unpaid (organic) search results.”2 The right SEO strategies, sup- ported with the right website, will help your practice attract and convert more prospective patients. Here are three ways to optimize your search engine efforts. 1) Make sure your website experience is optimized for any device By 2014, mobile Internet use will surpass desktops.4 Today’s mobile devices come in all shapes and sizes. Your practice web- site must optimize viewing experiences for any type of device prospective pa- tients might use. Until recently, building two websites (one for desktops and one for mobile de- vices) was the only feasible solution to this changing Web traffic pattern. Today, a more optimized method (and one rec- ommended by Google) exists. By adopt- ing certain design principles, known as responsive design, you can create a web- site that looks and functions effectively across all devices and screen sizes. Re- sponsive design makes it easier for search engines to index a site, improving the site's ability to be found in search results. 2) Feature video content Prominently displayed videos on your site will engage visitors and increase the chance they’ll stay engaged. Forty-six percent of website visitors see video as a key reason for them to learn more about a product or service.6 Video content is also great for SEO. Video causes visitors to spend more time on your website, which will prompt search engines to increase your rele- vance ranking. 3) Use the right keywords When searching online for services you provide, prospective patients are likely to use certain words and phrases. Including the right keywords in your website copy where appropriate will help your site show up higher in these searches. Ask a few patients which search terms they used — or would use — when searching for a dentist. Then, weave these words and phrases into your website copy. Be sure that your website makes numerous mentions of the services you offer and your location. Final thoughts Many, if not all, of your prospective pa- tients use online search as a starting point when seeking out the services you offer. SEO helps your website get found by more prospective patients, ultimately allowing you to optimize your site as a tool for acquiring new patients. ÿ References 1. Place for Business. Google. 2. “Share of Listing Types and Share of Clicks.” Search Engine Watch. 3. “Search Engine Optimization.” Wikipedia. 4. “ComScore: Mobile Will Force Desktop into its Twilight in 2014.” Business Insider. 5. “What Users Want Most from Mobile Sites Today.” September 2012. Google. 6. “5 Stats You Need to Know About Online Video Marketing.” Eloqua. Ad DIANA P. FrIEDMAN, MA., MBA, is president and chief executive officer of Sesame Communications. She has a 20-year success track record in leading dental innovation and marketing. She has served as a recognized practice management consultant, author and speaker. She holds an MA in sociology and an MBA from Arizona State University.