Good Dental Content Is The Name Of The Online Game
Good content is the foundation of any profitable dental online marketing campaign. Everything on your website, your blog, and your social media posts should answer some form of “why” for dental prospects:
- Why should I read this?
- Why should I watch this?
- Why should I have this procedure?
- Why is it worth the cost?
- Why should I choose this dentist to do it?
Your content should not be written to impress other dentists. Your prospects won’t understand most technical terms, and almost none will bother to look up the definitions. Engaging your prospects with information THEY want, presented in a manner THEY can understand, will boost your conversion rate and get your site more views.
Patient-driven content, also called online audience optimization in the search engine world, is content written for real people, not for machines and algorithms.
That means spending more time providing fresh articles, blogs, social networks, video, and mentions on other reputable sites, and less time worrying about keywords and views. And your online dental content must be written for the prospects in your market. What appeals to prospects in Miami Beach won’t necessarily appeal to the prospects in Poughkeepsie. All dentistry is local, so a localized dental marketing approach is essential to your patient attraction marketing.
Search engine optimization is all about being listed as high – and frequently – on a results page as possible. With recent changes to the way Google finds results, keywords will not be enough. As more people ask questions, which research shows they are, strong content is becoming the key to having multiple listings on a results page.