Search engine optimization is a discipline in and of itself. Like any discipline, it has its own jargon. SEO specialists will be happy to share that jargon with you, often at the speed of light. Once your head is swimming, you’ll be far more likely to agree with whatever they recommend just to get it to stop.
SEO marketing is complex, but it doesn’t have to be mystifying. Here are some of the basics that dentists need to know.
The goal of search engine optimization is to get found online . When it comes to being found on Google, there are several considerations. The first is how easily the web crawlers – bots that scan the internet – can find and index your content.
Dental keywords are one of the keys in making sure that your website, social media content, blog, and videos are found and indexed. Dental keywords are basically the search terms that people use when looking for a dentist. Keywords started out as single words (short-tail keywords), but as search has become more conversational, phrases (long-tail keywords) are becoming much more common.
Today, all search is local. You need the keywords that people in your market are using to search for dentists. You can make a start on discovering what those are by typing terms into Google and seeing what search term suggestions come up.
Other vital SEO items include, but aren’t limited to:
- Your SEO page title – when people find your listing online, they’ll see something like, “Painless Dental Implants | XYZ Dental | Columbus,
OH”. There are length limits on page titles, and it’s important to have your practice name and geographic information included.
- Your meta-description : this is what your listing says to intrigue your prospects and provide your practice contact information, usually a phone number.
- Inbound and outbound website links : Inbound links are from other websites to your website. Outbound links are from your site to others. Google is death on invalid or spam links, so take care with yours.
- Your NAP : Name, Address, Phone information has to be accurate and located consistently on your web pages where the crawlers can find it. Your online content : Content is king, and Google is looking to provide searchers’ with the best possible search results. You’re looking to meet a three-part standard for your online content: Expertise, Authoritativeness, Trustworthiness (E-A-T) . There is a broad range of factors that online content has to include to meet this standard.