Search Engine Optimization (SEO) is far more complicated than the typical dentist or other small business owner knows. But how do you find a qualified dental SEO expert?
It is sad to see so many hiring unqualified “SEOs” who could be anything from blog comment spammers to private blog network (PBN) operators.
Read on to find out why you must be very cautious about who you hire — and how to evaluate their abilities.
For best results, they should know your business and what is important to your patients and potential new clients or customers.
Types of SEO Expertise
Beyond the incompetent, there are individual and SEO agencies who have expertise in and knowledge about:
-
- Technical SEO
- Local SEO
- Google My Business (GMB) – now also known as “Business Profile Manager” (BPM) — but most still refer to it as GMB
- Particular niche industries
Every good SEO should have a working knowledge of technical SEO including Core Web Metrics.
And they should also know local SEO unless they specialize only in online sites with no physical location.
Niche SEO Knowledge
But do they know anything about your niche? Whatever niche your small business is in, faster results come from hiring someone who already knows your industry.
The other option is to hire someone willing to learn about your business and niche. But that takes time that will cost you.
For the purposes of this discussion, I’ll use dentistry because there are available case studies with details to support results from particular strategies.
But these concepts apply equally well to any small business niche.
Why a Dental SEO?
While most people have been to the dentist, they aren’t experts in what types of dental services dentists offer.
How can they even know what keyword phrases are relevant to your practice if they know nothing about dentistry?
Specializing in a particular niche leads to years of experience knowing what works — and just as importantly, what does not work.
Why pay for a dental SEO to gain experience at your expense when you can hire one that already knows your business?
Dental Practice SEO Strategy
Dental SEO Justin Morgan, who founded the #1 dental SEO company DentalMarketingGuy.com, shared niche dental case studies and his specific strategy for ranking dentists at the top of page one in the SERPs.
His four step process used to successfully rank dentists even when they launch a new brand and domain is:
1) Assessing Your Competition
Researching phrases your competition is ranking for is a shortcut to discovering what to focus on.
Premium SEO tools are used to compare how your content, traffic, and rankings compare to your competitors.
But knowledge of the industry is critical to using these tools. That is especially true if your SEO is running ads for you.
You never want to be paying for impressions or clicks on keyword phrases that are not relevant!
2) Marketing Analysis
The point of an SEO marketing analysis is to look for opportunities to increase your income using SEO.
What services do you offer? Are they mentioned on your website? Do you have pages or blog posts that rank for those services?
Unless you can bring in new patients, there is no point in spending money on SEO.
The good news, though, is that local SEO and especially Google My Business (GMB) / Business Profile Manager (BPM) are a gold mine for local businesses including dental practices.
3) Setting an SEO Strategy
Two dental offices offering the same services in the same city may need very different dental SEO strategies.
This is because of the way GMB / BPM works, and also how many dental practices are in your immediate area.
For example, if you’re in a small town and few other dentists are located near you, ranking might be fast and easy.
But the larger the city and the more dentist offices you’re competing with, the more time and money it will take to rank.
Gaining visibility is even tougher if your practice is located further from the center of a city than your competitor’s offices.
I once had small business clients whose location was centrally located equidistant from three major cities.
But because of that, they could not appear on any of the maps for those cities where their buyers were located.
That same issue can occur even in cities if you have many competitors closer in than you are.
An excellent dental SEO can often overcome those challenges.
4) Implementation
Unless you have an unlimited budget, it is of utmost importance to prioritize when implementing your strategy.
Focus first on what will increase income in the shortest amount of time. Creating and optimizing your GMB listing is a great place to start.
But that alone will not allow your business to rank if you have much competition.
Also, keep in mind that SEO for each specialty within a niche can vary substantially.
For example, are you a dental specialist such as a prosthodontist or oral surgeon whose patients come from referrals?
If yes, your target audience is other dentists rather than the public.
Are you a pediatric dentist? Your target audience is probably a mom who will be researching. So you don’t need to rank #1 because moms will be calling multiple dentists to choose one!
Always keep your intended audience in mind when deciding on an SEO strategy to adopt.
SEO Requires Continuous Improvement
You will need a long-range plan of continuous improvement. That plan would include:
- Regularly updating your GMB listing with new content and offers
- Creating listings in trusted local directories
- Claiming your social media profiles
- Installing a blog and publishing quality content regularly
Some SEOs offer all of the above services within their agency or by working with freelancers.
Others may refer you to experts they trust for the above services and those mentioned below.
Additional Strategies to Consider
Even if your SEO does not offer all of these, they may advise adding them to your marketing mix:
- Email marketing: Few small businesses build and utilize their mailing lists properly. The easiest person to sell to is an existing patient, client or customer!
- SMS marketing: Fill last-minute cancellations by offering last-minute discounts to existing clients who can fill those spots!
- Upselling: Do your dental hygienists set new appointments? Are you collaborating with them to encourage patients to complete treatment plans?
Always ask for referrals to a trusted provider whenever your SEO suggests a new strategy to add to your marketing plan.
Ready to Interview SEOs Now?
My goal in writing this post is to hopefully keep dentists and other small businesses from bad SEO practices.
Doing dental SEO wrong can severely damage your online presence and tank your income!
Be prepared when you contact an SEO. Many are very secretive, but if you ask direct questions hopefully you can get honest answers.
Write down your questions in advance. Ask them what SEO tools they use and what exactly they will do for you.
If someone says they “do SEO” and that is all the detail you can get out of them, give them a pass and find someone else!
Hi Gail,
Thanks for sharing an amazing article. It is an amazing read. And I must say dentist should think to get links from dental website and it will works and get better results.
Keep up the good work.
And Have a good weekend.
Hi Shrawan,
Yes, relevance is highly important. And nothing is more relevant than other sites in your niche.
Thanks Gali.
Very informative and helpful, Thanks!
classy article about SEO
Brilliant article! I work as a writer in the real estate field but I was able to get nuggets of information and strategies that I can incorporate in my craft. Thank you so much for this amazing copy!
I’m glad you found it beneficial, Belle. Most of the collaborators I work with are freelance writers. And I do freelance writing myself.
Many people online seem to think I’m an SEO when I’m not. (And I have to consistently remind them that I’m NOT an SEO. I’m not even good at doing SEO for my own site!)
What I am is a writer who has owned websites since 1994. And because of that, I learned the importance of keyword phrases in content early on.
If you have the time and are on Twitter, pop into the #serpstat_chat next Thursday at 1:00 p.m. Central.
I’m the guest that day. The topic is “Strategy: Prioritizing How to Grow Your Presence Online”.
I’ll be sure to tune in to that! Thanks for the invite!
Helpful Content. Loved it. The things you have mentioned are applicable to all local businesses.
Thank you, Shomak. Yes, most SEO and marketing is the same for all types of local businesses.
But it is important to know the niche you’re working in. Ideally, because you have experience in it. But it can be obtained by intensive research. Otherwise, you miss a lot of opportunities.
It is a challenge to balance doing the best possible job and being affordable to the most small businesses.
Hi Ashish,
I’m glad you like it. Remember that you can substitute any small business for “dental” and use the same concepts.
Hi Gail,
This was a fantastic read! We have been tinkering with our local visibility and have noticed great traction especially as more blogging content is published that is genuinely making an impact for our end users. Looking forward to seeing more great content from you!
can you seo
Hi Rachel,
Your Google My Business profile is key to getting more clients. And asking for reviews is a great way to do that. Also, did you know you can post images, videos, specials – even text posts there now?
I moderated an exceptional presentation that was video-recorded. You can see it here. Everything you need to know about optimization and engagement on GMB is in there.
The presenter is the Platinum GMB expert Ben Fisher.
This was a fantastic read! We have been tinkering with our local visibility and have noticed great traction especially as more blogging content is published that is genuinely making an impact for our end users. Looking forward to seeing more great content from you!
That’s great information! You have put lots of efforts into preparing this wonderful material!
It helps lots of people!
Very informative post keep it up buddy!
It’s amazing, thank you.
Great article! Thank you for sharing! Very helpful to me.
Hello Gail,
I wanted to thank you for sharing such a remarkable article. It was truly an enjoyable read. In my opinion, dentists should consider obtaining backlinks from reputable dental websites as it can yield favorable outcomes and enhance their online presence.
Your dedication to providing insightful content is admirable, and I encourage you to continue the good work.
Wishing you a restful weekend.
Wow, Gail thank you for this great share. This was very helpful.
Gail, your article is really lovely. But if you could maybe clarify, how do you choose themes depending on audience interest?
Hi Prasad,
Could you elaborate on what you mean by “themes”? Are you talking about themes as in web design for WordPress?
As a dentist myself, I couldn’t agree more with the importance of hiring an authoritative niche dental SEO expert. In today’s digital age, having a strong online presence is crucial for dental practices to attract and retain patients. This insightful article highlights the specific reasons why dentists should invest in dental SEO and the expertise required to achieve successful results.
The emphasis on niche SEO knowledge is spot-on. Dental SEO is a specialized field that requires a deep understanding of the dental industry, target audience, and specific keywords that potential patients are likely to search for. Hiring an SEO expert who possesses this niche knowledge ensures that your website and online content are optimized to rank high in search engine results and attract relevant traffic.
The dental practice SEO strategy outlined in the article provides a clear roadmap for success. From assessing competition and conducting marketing analysis to setting a customized SEO strategy and implementing it effectively, each step is essential in building a strong online presence. It’s refreshing to see that the article acknowledges the importance of ongoing improvement and optimization, as SEO is a continuous process that requires constant monitoring and adjustments.
The mention of additional strategies to consider, such as local SEO, content marketing, and online reputation management, demonstrates the comprehensive approach needed to succeed in today’s competitive digital landscape. These strategies, when combined with dental SEO, can significantly enhance a practice’s visibility and credibility among potential patients.
I appreciate the call-to-action at the end of the article, encouraging dentists to take the next step and interview SEO experts. This highlights the importance of conducting thorough research and selecting a reputable professional who can deliver results tailored to a dental practice’s unique needs and goals.
In conclusion, this article serves as a wake-up call for dentists who haven’t yet realized the power of dental SEO. Investing in an authoritative niche dental SEO expert is a game-changer for attracting new patients, increasing visibility, and growing your practice in today’s digital era. Thank you for shedding light on this vital aspect of dental marketing and providing valuable insights into the world of SEO expertise for dentists.
Thank you for your comment, Atia.
Hi Gail Gardner,
Thanks for sharing great Dental SEO techniques I think every online business required great SEO techniques and being a Nursing assignment helper I also have applied the same techniques and observed fantastic results in ranking and increase in traffic.
Hey Gail,
Thanks for the detailed article. I am based in Sydney and we do work with many dentists. Definitely making sure your local listings like Google My Business is very important and making sure they are up to date.
Nice and a good read, but I don’t see much about the importance of social media here. And I think it’s playing a massive role for dentists in terms of marketing, especially with the current generation.
Thanks
Hi Ranjan,
Thank you for your comment. Although I did not mention social media for dentists, it can definitely play a part in their marketing. This post was more specifically about SEO.
How much benefit links from social media sites provide SEO-wise I don’t really know. They are very important for insulating a small business from negative publicity as bios on social networks outrank most other sites.