Dental Google Ads Vs. Dental SEO

Should dental practices focus on dental Google Ads or Dental SEO?  Both dental marketing strategies have PROs and CONs.  However, when it comes to which strategy is better our answer is a definite — BOTH!’   In 2019 and beyond, dentists will need to focus on dental SEO and dental PPC.   (especially dental Google ads!)

PROS OF DENTAL GOOGLE ADS

  • Affordable when Adwords Account is managed correctly
  • Easy to track return on investment when AdWords Account is managed correctly
  • Easier to guarantee first page rankings with Google ads than dental SEO.
  • Easier to rank for more dental keywords than dental SEO.
  • Easier to rank a true dental landing page  that is intended to convert a Google search into a dental patient
  • No need to trick Google to get found. No risk of getting your dental website banned from Google for bad behavior.
  • Don’t need to constantly keep up with the latest Google algorithms
  • You can write solution-oriented dental Google ads that will entice prospective dental patients to click on your Google ad.  (dental SEO does not offer the same  level of control)
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CONS OF DENTAL GOOGLE ADS

  • Dental ads can be super expensive when dental AdWords campaigns are not managed correctly.
  • Experimentation is limited by budget. $10 ad clicks can add up quickly.
  • Might not be worth advertising with dental keywords that don’t have a clear ROI.
  • Dentist Google advertisements are an ongoing endless expense.
  • Dentists can end up paying for Google ad clicks for irrelevant Google searches.
  • Not everyone clicks on dental Google ads.  So, of course, you want to make sure your dental practice also gets found for organic search in addition to Google ads.

PROS OF DENTAL SEO 

  • Can you say “Free Per Click”?   Prospective dental patients can click on your search results all day and you will never pay more!
  • You can experiment with longtail dental keywords that don’t get many clicks but sometimes convert into new dental patients.  (if two times a year you find a new patient with the dental keyword “help with tooth hurting” — why not optimize for the phrase?
  • Investing in one year of dental SEO, should theoretically help a dental practice find new dental patients for five years plus.
  • Some people never want to click on Google ads. You want those people to also find your local dental practice by finding you with organic search.
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CONS OF DENTAL SEO 

  • If your dental SEO company does black hat SEO your dental website could get banned from Google! (That’s not good – that means your dental practice could essentially disappear from Google. )
  • It is really hard for a dental practice to get found for lots of different dental keywords.  You might do great with dental SEO for 50 dental keywords but still not get found for 150+ more keywords.  Google tends to pigeonhole a dental website.  (For instance, dental website for kids, dental website for Wako, TX, emergency dental website)  With a dental SEO only strategy, you can potentially be limited by the number of dental keywords your dental practice is found for.
  • Some people like to actually click on Google ads because they feel the Google ads are vetted by Google.
  • According to WordStream, 64% of searchers with “commercial intent” click on Google ads.   That means more and more dental patients are going right the Google ads.

“Clicks on paid search listings beat out organic clicks by nearly a 2:1 margin for keywords with high commercial intent in the US. In other words, 64.6% of people click on Google Ads when they are looking to buy an item online!”

SOURCE – https://www.wordstream.com/blog/ws/2012/07/17/google-advertising

Other ConversionSmiles Blog Articles You Might Like

Orthodontist AdWords Vs. Dentist AdWords

Dental Marketing Company Generating Too Many New Dental Patients?

Dental SEO Tips – Free Instant eBook

Dental Social Posts [Great Idea!]

11 Top Tips For Google AdWords For Dentists

ConversionSmiles is a dentist Google Ads Company.

 

Crazy Easy Thing That Can Really Help Dental SEO!

[Dentists who want to win with dental search engine optimization (SEO) need to prove two things 1) they are dentists 2) they are local. A local restaurant list can be great for dental SEO because it can help prove a dental website has local authority.]

Dentists Need To Prove They Are Dentists To Win With Dental SEO 

It might sound silly but the first thing a dental website needs to do is prove the website is a dental practice website.   Here are a few ways the dental practice website can prove it relates to a dental practice.

Dental Keywords In Page Titles  –  Page Titles Matter! For instance, the page title for this post is the “Crazy Easy Thing The Can Really Help Dental SEO!”   You will notice the page title includes the dental SEO because we want this page to be found in Google by people searching for dental SEO Tips.

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Dental Keywords On Main Page – Dental Practices need to make sure their main page includes keywords they want to be found for in Google.  For instance, ConversionSmiles wants to be found for terms like “Dental AdWords”, “Dental Google Ads” so you will find those terms on our main page.

If you want your dental practice to be found for terms like “dental implants”, “teeth whitening” or “emergency dentist” you must include those terms those terms on your main page.

Your main page (home page) is an indication to Google that ‘this website is about this stuff’.  It is like shouting at Google, “Hey Google, this stuff is important to us!”

If Google needs to choose between two dental websites for the search term “dental implants” and one has the search term three times on the main page and one does not – which do you think Google will choose?

All else being equal, Google will choose the dental website that includes the term multiple times.

The Google searcher will also find the page more relevant when they see their keyword query on the page Google serves up to them.  That means the searcher is more likely to stick around and Google will get yet another signal that your dental practice website is relevant for the search term.

Dental Keywords Sprinkled Throughout Dental Website

Another great way a dental website can signal their website is related to a dental practice is to include MANY dentistry related keywords.  Not just obvious dental keywords like “dental implants” but also not so obvious keywords like “teeth replacement”, “missing tooth” and “dentures alternative”.

If Google sees your dental website talks a lot about certain subjects, they will consider you to be an authority on that subject.  Google is smart enough to know many keywords relate to certain subjects.

Don’t just focus on dental keywords that have high search volumes.  Smart dentists will also sprinkle in low volume dental keywords that prove their website is a dental practice website.

Dental Procedures Pages

Want to know what almost every Top 5 Google result dental practice website has in common?  They all have dental procedure pages.  They don’t just put a quick blurb about “teeth whitening” on their main page.  They actually have a page dedicated to “teeth whitening” with details about how they help with teeth whitening.

Google knows what things dental websites have in common.  Dental procedures pages is one of those things.  If you want to prove to Google that your website is a dental practice website, you need to make sure you look like other known dental practice websites.

Links To Dental Associations

Another thing most good dental practice websites do is they link to dental associations.   Linking to your state dental association and the American Dental Association is another easy way to tell Google your website relates to dentistry.

The Bad News.  Proving You Are A Dentist Is Not Good Enough. 

So here’s the problem.  Your dental office can take all the dental SEO advice above and still only be found on Google page 2.

Why? Because most of the other dental offices are probably doing most of the same things above.

Your dental website needs to do prove you have a local dental practice.

Local SEO For Dental Practices Basics

There are many ways a dental practice can prove they are local to a particular area.  Here are a few local dental SEO techniques.

  1. Include town or city name of dental practice in page title of main page.
  2. Include multiple references to town or city on main page. 
  3. Includes at least one reference to dental practice physical address on every page of website
  4. Embed Google Maps on of your dental practice location on main page, contact and other pages
  5. Make sure your GoogleMyBusiness listing is up to date and provides an accurate address.  (link to your GoogleMyBusines listing)
  6. Make sure all online listings (Yelp!, ADA Listing, etc.)  share the exact same address for your business.
  7. Link To Websites That Are Local To Your Dental Practice
  8. Include local versions of important dental keywords.  For instance, if you want to be found for “Phoenix, AZ dental implants”, you should make sure that exact keyword phrase exists multiple times on your website. 
  9. Make sure neighboring town & city names are referenced throughout your website.  Your dental office might be ‘more local’ to a neighboring town than many people the town your practice is actually located.

Crazy Local SEO Trick For Dentists – Create And Manage A List of Local Restaurants

Your dental practice can prove you are a local authority by providing a resource for your local community.

Believe it or not, it can often be difficult to find a complete list of restaurants for a particular town.  For most communities, a complete and simple list will be a great resource and can provide great local SEO benefits.

Here are some of the local SEO benefits of adding a list of local restaurants to your dental website.

  1. The list will likely get clicks for local related searches. (that’s a great indicator your site is relevant to the local area)
  2. The list will likely be shared on Facebook, Twitter etc.
  3. The list will likely be linked to by other local websites.

How To Create Local Restuarant  List

  1. Start a list of by doing a search in Google, Yelp etc.
  2. Don’t editorialize simply include the restaurant location, website, and phone number.
  3. Keep the list simple and visually appealing.
  4. Include a disclaimer that your dental practice is not endorsing a particular website.
  5. Offer to include any restaurants that are new or not listed yet.

Many dentists will dismiss this article and decide they don’t think a restaurant list belongs on the dental website.  We get it. The idea is kind of odd.  But, if it helps you find $100,000 in new dental patients every year, it will be a one million dollar idea over 10 years.  Local SEO works but you have to play the game!

ConversionSmiles is a dental patient marketing company.

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Related ConversionSmiles blog posts.

Dental SEO Tips – Free Instant eBook

#1 Local SEO Tip For Dentists

Google AdWords Location Tip For Dentists

 

 

 

 

 

 

 

Dentist Facebook Ads Vs. Dentist AdWords Campaigns

Many dentists are asking themselves if they should focus on Dentist Facebook ads or if they should focus on Dentist AdWords campaigns.  To us, the answer is super-duper clear, dentists should focus on both Facebook ads and Google ads.

Why Dentists Should Use Google AdWords

Dentist AdWords vs. Dental SEO

Is your dental practice killing it with dental SEO strategies? Great.  You should still be investing in AdWords.  There is no better way to consistently find in-market dental patients than a dental AdWords campaign from Google. Period.

Dental SEO is 2nd best but you never know if Google algorithms are giving as much love today to your dental SEO as they did last week.  Also, it is very doable to do well with Dental SEO for some dental keywords but very unlikely you will be able to “own” all of the dental keywords in your market.    Having a big presence with dental SEO + dental ppc helps your practice “own” the first page of Google and gives your dental practice credibility.

Dental Google Ads Show At The Right Time 

Dentist AdWords Campaigns allow your dental practice to be in front of dental patients at the exact moment the prospective patients are searching for help with dental issues.  It is great to build your brand by being in front of new prospective patients by advertising in the local paper or on Facebook but nothing beats offering a solution to a specific dental issue at the exact moment that person is looking for help in Google.

At this point, most people are familiar with the difference between organic Google search results and Google ads.  The good news is a person clicking on a dentist Google ad typically has a higher intent to take action. (ie. fill out a form, make a call)

A Competitor Dentist’s Google Ad Will Show If Your Google Ad Does Not

If you don’t present a solution to a prospective dental patient’s problem, your competitor likely will.  Let’s say a prospect patient searches for “dental check-up” and finds your competitor and never even considers your dental practice. That’s good news for your competitor and bad news for your dental practice.  Not only d you lose out on a dental patient that might have a lifetime value of $10,000, your competitor’s dental practice grows while yours doesn’t.   Your competitor is now able to invest in better technology, a better team and a better experience for their patients.

So yeah,  you should definitely invest in dental AdWords campaigns!

(want to see some examples of Dentist Google ads that work? check out the post below)

Top 10 Cosmetic Dentist Google Ads (kind of!)

Why  Dentists Should Invest In Facebook Ads

Facebook Helps Your Dental Practice Target Dental Patients

Here’s how Facebook helps dentists find their next, best patients…

Demographics – Dentists can find dental patients based on stuff like age, gender, relationship status, education, workplace, job titles and more.

Location –  Dentists can reach dental patients in the area they practice dentistry.  Dental practices can even create a radius around a dental office to help find more walk-ins.

Interests – Find dental patients based on what they’re into, like hobbies, favorite entertainment and more.  You know what your perfect dental patient looks like. Now you can find them with Facebook.

Behaviors – Reach dental patients based on their purchase behaviors, device usage and other activities.  Looking for high-end dental patients who can actually afford expensive dental procedures? Now you can find them with Facebook.

You can learn more directly from Facebook here. Facebook Advertising Targeting Options 

Facebook Gives The Right Patients A Nudge

For as long as there are people, there will be people who are apprehensive about going to the dentist.  Facebook allows you to get in front of dental patients who know they should be doing something about their teeth but aren’t doing a damn thing about it.  Facebook creates an opportunity to make it easy to gently remind people their mouths matter and help them take action.   Many people don’t wake up in the morning thinking “I need to find a new dentist today” or “I need to get my teeth whitened today”.  If they do, they likely are in a place they can’t do anything about it (in front of a mirror) and forget all about it as life happens and they never get around to looking for help…

Dental Offers On Facebook Help Incent Patients

People make all kinds of crazy impulse purchases thanks to Facebook.   Why not create a compelling dental offer that actually can improve a person’s health and life?  Job #1 of a Facebook ad is to create interest and action.  An attractive dental offer gives a prospective patient a reason to do something now and stop procrastinating.    These people are not searching for a dentist but need one – your dental practice should be there for them.  Your dental practice ad is presented when they have time (they are bored and looking at Facebook) and can actually do something about it. (fill out a form!)

Dental Offers On Facebook Help Educate Patients  

Here’s a heartbreaker.  95% of people never think about dentistry.  Plenty of people think Invasalign is something that Tom Cruise was able to afford but they never could.  Even more people think Crest white strips are their only option for whiter teeth.  As a dentist, you think about this stuff all the time.  You take for granted what the average person knows and understands about modern dentistry.  Most people are completely clueless about their dental options.  Thanks to Facebook you can target the right people, educate them about their options and bring them on as new longtime dental patients.

So yeah,  you should definitely invest in dental Facebook ads!

In summary, we believe marketing investments in dental SEO, dental AdWords and dental Facebook ads are all critical to growing your dental practice.

ConverstionSmiles is a Dental PPC Company.