“I want to improve my rankings on Google.”
“I want to be found by more potential patients.”
“I want to know my marketing efforts are worth the investment.”
When discussing a new website or a marketing strategy with a potential new client, these are some of the top needs and goals we hear. Are these statements true for you?
“I already have a website… so I’m all set, right?”
Well, a user-friendly, responsive website is definitely a great place to start. But it’s only a foundation.
To illustrate, imagine you were about to build a new home. You buy the land, a foundation is laid, and then… that’s it! You’re done, right?
Wrong! Just as your new home would need framing, a roof, and all the other components that make up a house, your website is really only the foundation of your marketing efforts. More is needed!
Ongoing SEO efforts are a start. Search engine optimization is regularly evolving and involves a variety of efforts, including publishing content, acquiring links, gaining reviews, being social, and more.
Let’s take a look at this comparison:
Let’s say Dr. A and Dr. B both have the same level of education and training. Both are exceptionally gentle and friendly. Both have invested in quality technology, comforts, and amenities.
But based solely on what you see online… which dentist are you more likely to choose for you and your family?
Just like YOU would be more likely to trust and choose dentist A, Google is also more likely to reward him with the rankings when compared to dentist B.
How does dental content marketing affect SEO?
SEO and content are closely related.
Well, let’s go back to what we know about Google: It wants to deliver the best results for the searcher. So the content on your website needs to answer the needs of real people in your community.
Some of the ranking factors Google considers include:
- Time: How long someone is on your site.
- Pages per session: The number of pages a user views while on your website.
- Bounce rate: The percentage of people who click through to your website and then leave right away after getting there.
These signals tell Google that if users get to your website and then stay there for a while, exploring multiple pages, then you must have quality, authoritative content worth ranking!
Dental content marketing also enables you to target more specific goals, such as treatment acceptance for a specific service.
Let’s illustrate this.
Suppose you’re a dentist who wants to increase implants cases and come up in search results when someone searches for “dental implants” in your city. It’s a great start to have a “dental implants” page on your website.
But imagine if you didn’t stop there. In addition to the dental implants, page, what if you also provided…
- FAQ: Frequently Asked Questions About Dental Implants
- Ebook: 10 Questions to Ask Before Choosing Dental Implants
- Blog post: Implants or Dentures – Which Option Is Right for You?
- Video: See How Dental Implants Change Lives
- Case study: “Getting dental implants is the best decision I’ve ever made!”
Choosing a doctor for dental implants is a BIG decision! Patients want to choose an expert, and this wide variety of content answers patient questions AND establishes trust and authority on the topic.
When it comes to choosing an expert in this area, search engines think the same way humans do. The more quality, trusted content you provide on a topic, the more likely it is you’ll be able to climb in the rankings for targeted search terms.
By covering real concerns that a person searching for “implants” might want addressed, you’re not spamming a single keyword, but instead providing quality content on a focused topic.
This kind of approach is called “content marketing” and it is an essential part of a successful SEO strategy.
What types of content are best?
What types of content are best for dental websites? Well, think about the questions your patients ask you every day. These are the things YOUR audience want to know!
Not only do those types of content prove your expertise to patients…but they also prove your expertise to Google and search engines.
These are just a few examples of different types of content that can be created for your website, blog, and social media networks:
- How-To Articles and Videos
- Case Studies
- “Am I a Candidate?” Articles and Videos
- “Ask the Dentist” Articles and Videos
- Technology Demonstration Videos
- Educational Content
- Testimonial Videos
- Product and Service Recommendations
To see how Roadside can customize a content strategy for you, explore our Content Marketing page. On it, you’ll see our step-by-step approach to building a dental content strategy that makes sense for your goals AND budget.
“What’s in it for me?”
When producing content, whether it’s for your website, blog, or social media, you want to think like a patient and consider… “what’s in it for me?” Your content should focus – not on what you do – but on how what you do benefits the reader.
We also like to call this “patient-first” content.
Put simply, effective content speaks your patients’ language, not yours.
Your content should simply explain what you’re offering that solves patients’ problems. They aren’t necessarily interested in facts, figures, or clinical explanations.
Selecting a medical professional is a choice that’s made emotionally first. Content that gets to the root of patients’ concerns, fears, barriers, and desires will speak so much more than boring clinical jargon!
Every bit of content on your website (and in all of your marketing) should speak your patients’ language. It should tell a story, overcome barriers, and prove to readers you’re the solution for their needs.
This is an area where you want to make sure your website company, marketing agency, or whoever is writing your content not only knows your industry, but also knows the barriers your patients have and how to communicate your unique value and benefits.
Expand the reach of your content with social media and links
Once you’ve published your mind-blowing content, then what? Is it time to just sit back, relax, and wait for the rankings and new patients to come rolling in?
Social media is a crucial part of any dental content marketing campaign. Not only can it get your content in front of a wider audience, it could even lead to gaining more links to your website. How?
Social media is one of the best ways to promote and share content. Sharing quality content leads to increased visibility. Visibility can lead to links, which are, ultimately, a major SEO ranking factor – a key ingredient in Google’s process of delivering relevant, timely search results.
The key to gaining quality links is to create content people crave, and then to promote that content relentlessly.
Promoting content involves getting it out there in front of as many people as possible. Social media is a key to this.
To determine the social media platform that’s best for your content, consider your audience and what type of content they engage with and share.
For example, if you’re a dental lab producing content that will appeal to dentists, LinkedIn might be your best platform. If you’re a pediatric dentist sharing tips for parents to help their kids develop good brushing habits, Facebook and Pinterest might be a better choice.
Test out different networks to determine where your content gets the most traction.
Work with dental content marketing experts who get YOU.
Many dental practices don’t have time to actively and regularly produce content, and understandably so – they’re busy providing patient care. That’s where Roadside can help!
Visit our Content Marketing page for a deeper dive into how we can customize a content strategy that can help you reach your specific, targeted goals. The page also features some fascinating real results from other doctors who have increased new patient numbers and treatment acceptance with Roadside’s help!
You can also schedule a time on Angela’s calendar if you’d like to chat about your specific questions. Having spent 20+ years in the dental field, she’s an expert in helping dental practices find simple marketing solutions that really work.