Organically Speaking, is SEO Worth It?
We still strive for good organic placement, but Google has almost entirely taken that out of your control. Google now evaluates your business in a way that goes far beyond a set of keywords strategically placed to trigger Google’s appreciation of your website. Now, your website is only a part of how they assess you as a local business. Google now runs a sort of background check combined with an election. They inspect you, the dentist, for quality. In addition, they use computer programs to slice and dice your online reviews, ingesting the words and sifting through them to understand whether or not you are well-liked by the people of the internet who, presumably have done business with you in some way.
They use this same language processing system to “read” your website and online profiles, including social media, and decide whether or not you know your stuff and whether or not you can be trusted. They look at your physical location, compare that to the physical location of the user, that user’s search and web history, the user’s account information and social media usage, along with hundreds of other bits and pieces of criteria, and decide whether or not to include you and, if so, in what rank, when someone has performed any search on Google.com or one of their apps. Is that search relevant to you? That’s not for you to decide anymore. Google decides that too…unless you’re advertising with them. In that case, you have some say in the matter.
So What Can I Do?
It doesn’t make sense to fixate on organic exposure and organic exposure alone anymore. Instead, you should focus on creating repeat exposure to potential patients. This means putting yourself out there across the internet. Focusing on pay per click in addition to SEO can help you pop up multiple times on page one for different keywords. You should also make sure you’re putting yourself out there on social media by posting consistently and doing ads to reach more potential patients.
The more exposure you have online, the more people will recognize your brand. Even if your dental office is located down a side street that nobody knows about, if they hear about your dental office everywhere they visit online, they will feel intrigued enough to visit. According to the rule of 20, your audience needs to be exposed to your brand at least 20 times before they pick up the phone to make an appointment. If you lack visibility across the board, it’s going to take a long time for a potential patient to call you.
We’re Here to Help
If you’re looking for a way to increase your online visibility across the board, I encourage you to explore our Online Practice Center + Membership marketing package. The Online Practice Center gives you access to the tools you need to take control of your marketing campaigns like advanced reporting and tools for reputation management, social media, and advertising analytics. These will help you understand what’s going on and make doing things yourself a bit easier.
If you don’t have the time and energy to figure out how to increase your online exposure yourself, the membership side of this marketing package is the best part. To help you stay active on your social media accounts, we manage your account for you with consistent posts. Not only do we help you increase your exposure on social media but also on Google with pay per click ad management. You never have to second guess if a potential patient will struggle to find your practice again. Even if you’re dental office is on a hidden side street, we’ll take care of putting arrows in your direction by managing your online exposure.