SEO for dentists
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Transcript of 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
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
Benefits of SEO for local dentists and practices
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
Benefits of SEO for local dentists and practices
But you’ll need to get customers online to get that money.
And for it, you need people visiting your page.
Benefits of SEO for local dentists and practices
Only problem…
Rankings do not equate to income – conversions do.
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
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
What is SEO and how does it work?
You need to pay for this
You need to pay for this too
FREE STUFF!
What is SEO and how it works?
Benefits of SEO for local dentists and practices
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
But how does it work?
What is SEO and 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?
What is SEO and how does it work?
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?
What is SEO and how does it work?
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
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
Creating a SEO strategy
What is my objective?
Creating a SEO strategy
What is my objective?
What are my users looking for?
Creating a SEO strategy
What is my objective?
What are my users looking for?
How authoritative are our competitors?
Creating a SEO strategy
What is my objective?
What are my users looking for?
How authoritative are our competitors?
What Keywords are our competitors focusing in?
Creating a SEO strategy
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?
Creating a SEO strategy
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
Creating a SEO strategy
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
On-site strategy
Creating a SEO strategy
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
On-site strategy
Off-site strategy
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
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!
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
Auditing SEO and UX
Does my website rock or does it suck?
Auditing SEO and UX
Does my website rock or does it suck?
Auditing SEO and UX
Does my website rock or does it suck?
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
Does my website rock or does it suck?
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
Does my website rock or does it suck?
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?
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
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
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
Communication and reviews
Business with comments on them rank higher!
Communication and reviews
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?
Communication and reviews
People are looking for you!
Communication and reviews
Rule of thumb:
Communication and reviews
Rule of thumb:
Always try to make your business relevant, not just online
Communication and reviews
Rule of thumb:
Always try to make your business relevant, not just online
Turn your customers into advocates, get comments!
Communication and reviews
Rule of thumb:
Always try make your business relevant, not just online
Turn your customers into advocates, get comments!
Put some love in your Social presence, especially G+
Communication and reviews
Rule of thumb:
Always try make your business relevant, not just online
Turn your customers into advocates, get comments!
Put some love in your Social presence, especially G+
Use every opportunity you have to get some publicity
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
Keeping an eye on the competition
What to check about your competition
Keeping an eye on the competition
What to check about your competition
1
How are their ranks
behaving? Why?
Keeping an eye on the competition
What to check about your competition
1
How are their ranks
behaving? Why?
2
How are their link
profiles evolving?
Why?
Keeping an eye on the competition
What to check about your competition
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?
Keeping an eye on the competition
SOME TOOLS
Keeping an eye on the competition
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
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
What happens when you don’t do it well?
No
It’s not anywhere near here
*search: dentist bondi
WHY IS GOOGLE DOING THIS TO ME?
BUT I’M A DENTIST IN BONDI
What happens when you don’t do it well?
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?
What happens when you don’t 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
What happens when you don’t do it well?
$$ $
$$
$$
$$
$$
SEO effort
What happens when you don’t do it well?
#1We win
*search: dentist parramatta
What happens when you don’t do it well?
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?
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.
What to do before you start with an Agency?
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.
What to do before you start with an Agency?
3. Diversify your traffic sources.
Do not position yourself so you depend 100% on Google
What to do before you start with an Agency?
4. Understand that content marketing plays a big part in the performance of your website
Google relies on words. Well written articles work better
What to do before you start with an Agency?
5. Results don’t happen overnight
Google sometimes takes weeks to propagate your page
THANK YOU!
We hope you enjoyed this presentation