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pay per click obstaclesPay per click advertising can feel endlessly frustrating. Shortly after getting your ads up, you find that they’re not behaving the way you want them to. But is this related to user error, to the audience that you’re targeting, to the ads themselves, to the budget, or something else entirely?  Unless you’re familiar with Google Adwords it’s going to be pretty difficult to tell. That’s why bringing in a pay-per-click marketing expert is going to make a significant change to your ads and also to your daily frustrations.

There are certain issues that tend to befall first time AdWords users – and with Google’s frequent changes to ad policies, structure, and display, what worked in the past may not be successful today.

 Solutions to Common PPC Advertising Troubles

  • Learning curve – Getting started with AdWords feels like an uphill battle, in large part because there’s so much information to take in. Check out some AdWords-specific primers for information on which metrics are valuable, and which ones you can ignore.
  • Competitive pricing – Your ads will only show when you’ve beat the keyword bids of other advertisers in your area. This can sometimes result in a bidding war, in which you’re constantly trying to one-up your competitors. Instead of going for the ultra-expensive keywords, find long-tail phrases (more detailed queries like “best cosmetic dentist”) that aren’t as competitive but will actually draw in more motivated leads, who are ready to commit.
  • Ads structure changes – Google loves changing their services to keep us all guessing. In the last two months alone, they removed sidebar ads, making it more expensive and more difficult to get an ad in the first or second position on the page. But the SEM community has your back – when you’re not sure how to react to an advertising change, go to the experts.
  • Ad not approved – Depending on your service, it can be tough to get the ad you want approved (this is especially true for branded treatments like Botox or Juvederm). When you see the dreaded “not approved” message, take a look at what Google said about the ad, and make necessary adjustments to get into their good graces. If you just can’t get a specific ad approved, no matter how many changes you make, it might be time to scrap it and try something new.
  • Overly large radius – It’s important to check on the radius that Google sets for your ads as default. For many practices, depending on location, a 20 mile radius is just too big. Experiment with a smaller search area and see if your ads end up leading to more leads, as opposed to empty clicks from users who abandon the page when they see your address.
  • Measuring conversions – AdWords provides many ways to track and measure conversions, but they’re not all immediately noticeable. From submissions of your website’s forms to clicks of your phone number to calls after the user has arrived at your website, these can all be measured to inform your advertising efforts – just ask if you need help implementing.
PPC Advertising for Dentists | Search Engine Marketing Tips | First Time PPC Tips
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dental pay per click advertisingYour website looks great and is performing…fine. You’re just not getting the leads you’d like to see, and good rankings aren’t making a difference. You feel like there’s something more that could be done, but you’re not sure exactly what it might be. When is it time to turn to search engine marketing?

It feels like a big plunge to take, but PPC (Pay Per Click) ads don’t have to be stressful or overwhelming. Identify your present marketing goals and take a look at your budget to decide whether ads will be effective for your needs. They could provide just the lead boost you’re looking for – or they could end up being overly expensive and under-performing. The trick is to start with the right intents.

 Sound Familiar? It’s Time to Try Pay-Per-Click

  • Hoping to increase online leads – This seems obvious, but it’s important to note just the kind of lead influx you’re hoping for. Ads create leads – that much is certain. Simply put, you’re going to be impressing upon hundreds more searchers per day. Clicks are just one measurable metric for your ads: be ready to record the conversions you receive so that you can tell which ad sets are leading users all the way to contacting your practice.
  • Have specific practice specials – You need to be able to stand out within the ad block. Those who click on your ads are choosing you over the other ad sets visible at the time, and they’re choosing you for a reason. Whether you have a whitening special, an excellent before and after gallery, or $ off a routine cleaning, be sure to build your ads around what makes your practice the right choice.
  • Live in a highly competitive area – If you’re facing practice competition at every turn, ads can give you an extra edge. When your ad is in the top 3 positions in Google search results, interested users click the ad before they even make it to the organic listings.
  • Ready to monitor your ads – You’ll need to make sure that your ads are working well, and not let the cost run away with you. If ads aren’t bringing in conversions but are racking up worthless clicks, it’s time to make some adjustments to your strategy and save money.
  • Consider the value of your leads – Even if your advertising is bringing in leads, those leads may not be the kind that ultimately show up for their appointments, or they may just be price-shopping. Keep track of which leads actually wind up in the dental chair, and track the source of their conversion.

Doctor Web Solution offers pay-per-click management within each of our monthly marketing plans. If you’d like some help getting your ads off the ground, just get in touch – we’re ready to design, optimize, and monitor ads on Google, Facebook, or other search engines or platforms of your choice. Not sure where to advertise? We’ll identify your current top sources of traffic and go where the action is.

Pay Per Click Dental Advertising | PPC for Dentists | Online Advertising for Dental Practices

dental blogging calendarWe always have big plans for ourselves – but can the reality meet our expectations? Once you put something into practice, it’s often more time-consuming or more difficult than you thought it would be. Time passes, and you stop working on it, and the idea bites the dust. So it goes with countless abandoned blogs across the internet.

But while a personal bottlecap collecting blog may not really benefit from frequent posting, your dental practice’s blog deserves attention. Consistent, high-quality content creation is important for many reasons, some of which appeal to search engine robots, and some of which appeal to potential patients. You owe it to your business to find a way to blog regularly and update your site on an ongoing basis. These tools will help you keep that goal from falling by the wayside.

How to Have an Active Dental Blog

  • Content calendar – It’s easy to say that you will write a blog post at some point in the next month. Why not assign it a date? Setting up a regular blogging interval helps you create rules for yourself that you’re far more likely to follow than a vague intent. Spending even 30 minutes on a post helps keep your site looking active and gives search engines more valuable content to index.
  • Stay informed – Set up news alerts on your aggregator of choice for issues related to oral health, dentistry, general health, or specific technologies/procedures. When a new study or product is released, write out some of your thoughts and capitalize on the link power of that news.
  • Use what you’ve got – Have a new set of before and afters from a cosmetic patient? Put them up in a post about the procedure(s) used in their case. Just hire a new staff member? Introduce them on your website. You practice is always changing and growing, and it’s not hard to translate that to web content – just be sure to take that step.

Dental Blogging for Your Practice

Still too swamped to find time to blog? Doctor Web Solution offers practice-oriented, thoroughly researched, and completely unique content that helps your business shine. Just get in touch to speak with a copywriter.

dental marketing for the new yearIt’s 2016 – how is your business managing the post-holiday resettling? With the beginning of each year, we all have priorities that don’t necessarily match those of other months. We’re more motivated to make a change, to ring in 2016 with more effective selves – and brighter, more beautiful smiles. Patients are ready to pursue cosmetic dentistry, and your practice needs to stand out from the pack.

January is an ideal time to add some cosmetic specials, and to pull in some new patients via your web marketing. Try a few of our tips below, and just get in touch if you’re looking for professional help.

Marketing New Year’s Specials for Cosmetic Patients

  • Build new site content – It’s always a good idea to add content to your website – returning patients will appreciate seeing that you have an engaged presence, and new visitors will notice that you have recent posts. Add images that highlight cosmetic treatment or the new ads available at your practice.
  • Try PPC ads – If you’ve never tried Google AdWords, Facebook ads, or other pay-per-click (PPC) options, they’re a valuable tool to get out the word about current specials. You’ll be more competitive among other dentists in your area with lowered pricing, and those who see your ads will be more likely to click.
  • Focus your blogging on self improvement – Patients are already thinking about their resolutions for 2016 – why not capitalize on that with some thoughtful commentary on how cosmetic treatment will improve their lives? Use before and after’s from past patients to show potential leads what your staff is capable of, and build blog posts around the emotional benefits of aesthetic treatment.
  • Update your website to highlight specials – A front page banner or sidebar coupons will help show patients the special pricing right off the bat.

Looking for some web-savvy assistance? Our team of developers, designers, and SEO’s would love to have the chance to boost your web presence. Reach out today to make contact with our staff.

Dental Marketing Tips | Dental Marketing in 2016 | Web Marketing for Dentists

mobile responsive website designGoogle’s always tinkering with its search engine algorithms, but some changes pack more of a punch than others. Last April, Google released an update that did more to bring site design into 2015 than any motivation to upgrade possibly could. Now, if you’re not mobile-friendly, your rankings are lower than your more responsive competitors. And that translates to a big loss in traffic – up to 5% of organic visitors.

Not only does Google penalize a poorly-responding site, but new visitors are far less likely to put up with a difficult to use interface. If they’re visiting on a phone or tablet and struggle to find the information they’re looking for, they’re going to restart their search and avoid your practice in the future.

Instead of worrying about how additional updates could make this traffic loss even worse, take action. With device traffic continuing to outpace desktop, there’s no reason to cling to an old design or a separate mobile site (which can also harm your rankings if it’s not set up perfectly).

How to Tell if Your Site is Responsive

Google offers a quick, simple tool that immediately tells you how it’s seeing your site pages. But that’s not super in-depth – although you can check and see if different pages are more or less responsive than one other by inputting a variety of URLs into the checker.

Even more simply, you can just click and drag the edge of your browser when visiting your site – as you make it smaller, a responsive design will adjust the element size and placement to fit with the new window size.

Make Sure That Everything’s Up to Date in Your CMS

Depending on your CMS, you may be able to find fast, low-effort ways to improve responsiveness. Plugins, themes, and other modules need to be updated (especially on WordPress) to adhere to current design guidelines.

Check On Different Types of Site Content

While some pages might look great on your cell phone, others buck responsive prompts. This might have to do with the type, size, or alignment of images, videos, and other elements you’re using within site pages. Take the time to consider what types of content are displayed on your site, and which pages might be behaving strangely. If you have your site set up in Google Webmaster Tools, you can also check their guide to which pages show errors during crawls.

Get Mobile-Responsive Today

Not sure how to approach a less-than-responsive design? We can help. Request a free website evaluation to learn more about getting to that happy, responsive place!

Mobile Website Design | Mobile Websites for Dentists
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local landing pages

If you’ve dabbled in SEO, you’ve probably heard of “landing pages.” These are the catchy pages set as destinations for various routes of contact and leads-generators (like PPC campaigns), and they’re designed to act as the final step, where leads submit their information and become patients. Each landing page is designed to elicit responses from a certain buyer/patient profile. So, why not take them a step further and add some geo-targeting?

Local landing pages can make a difference for single-location businesses hoping to cast a wider net. If you’re surrounded by suburbs, one of the only providers in the area, or otherwise standing to benefit from drawing neighboring locations, local landing pages are a great plan. But how do you set them up, how do you choose your targets, and what results can you expect to see? Read on to learn more, or contact Doctor Web Solution to bring us into your marketing plan.

Anatomy of a Local Landing Page

  • h1 – Your page title and URL will be the city and service that you’re promoting (i.e., “Chicago Web Design”). The h1 is one of the biggest signals to Google, and when paired with a consistent URL and more detailed variations in the content, it will rank.
  • Image: Local landing pages aren’t just for search engines. Find content that will help you appeal to the specific patient that you’re trying to bring in with this page.
  • Content: The page content should communicate well with search engines, but never sacrifice the user experience. Google’s algorithm updates are continually heightening their quality standards, and emphasizing that the content that really counts is that which is useful, appreciated, and shared. Discuss the service and why it might be appropriate for users in that business area.
  • Form: Give leads a simple way to reach you. By including a form directly within the landing page, you give your visitors a way to get in touch immediately, without even leaving the page.
  • Meta Title, Meta Description: Make sure your meta data supports the other keyword phrases you’re using across the page, and include the primary keyword phrase in both (Yoast’s SEO plugin helps make this simple). As always, your meta title should be catchy enough to bring in folks that glance it in the search engine results.

How Do Local Landing Pages Rank?

This all depends on where your office is, and the kind of competition you’re facing. Unless you’re up against a big city, the results are typically good – especially if you focus on long-tail keywords and specific suburbs or towns. By pairing common search terms (i.e. “city” and “treatment”), you provide patients seeking those out with relevant Google results.

Ready to get ranking, and build your patient base? Let’s talk local SEO.

Local Landing Pages | How to Do Local Landing Pages | Local Landing Pages SEO
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seo in 2015

Struggling to keep up with the changing SEO landscape? Find the tactics that work in the long-term, and you can cut out the constant scrambling

Is SEO dead? Obviously, we don’t think so – we’re still sticking around, playing our hand with the search engines. And we’re still seeing results – because we’ve grown learned how to look ahead. If you embrace the right tactics, you won’t have to constantly struggle to change your overall plan. While minor adjustments are absolutely necessary, it’s that total overhaul that you want to avoid. That means saving time, money, and energy.

If you have questions about how Doctor Web Solution would approach your website’s SEO, just get in touch – and read on for a few of our tips.

Finding SEO that Sticks

  • Identify patterns in Google’s algorithm updates – and use them to your advantage. Google is the king of the search engines, and it’s the one you want to tailor the majority of your SEO efforts to please. If you’ve been paying attention to Google’s ranking algorithm updates, you’ve probably noticed that they’re working as hard as possible to cut out the spammy tactics. By creating quality content and receiving real traffic from happy patients, you’ll rise to the top.
  • Don’t be sneaky – Black hat SEO has been scrubbed from the Internet by those aforementioned updates. And the sites that still use bad optimization methods are penalized. There’s no quick and dirty way to improve your rankings – just long-term, persistent work.
  • Embrace quality over quantity – Excellent content speaks volumes, and it draws the search engines’ attentions.
  • Turn to your patients for relevance – The more reviews you receive, the better-regarded your website is, and the more likely it is to show up on Google’s first page.
  • Stay current and love updates – The Internet changes faster than any of us can imagine – sometimes, it’s tough to even understand new trends. By continuing to show your website attention and update your methods, you have a chance to stay even more relevant.
dental marketing

There are 26 letters in the alphabet – which are really working for your practice?

Feeling a little exhausted? We understand – when you’re handling your website’s upkeep, it’s a nonstop fight for relevance. While larger practices and companies have more extensive teams that can handle to-the-minute publishing, those of us on a smaller scale found ourselves struggling to get out regular blog posts.

There’s some good news ahead: new content doesn’t necessarily have to be unprecedented. In fact, there’s already awesome content lurking on your website – and it’s ready to be repurposed. This not only saves you time and energy, but actually boosts your search engine rankings.

Whether you’ve already got a content well to draw from, or are interested in moving your content production in a more valuable direction, we’ve got some tips for making your text really count.

Need some help with the writing process? Get in touch with Doctor Web Solution for some dental marketing expertise, and copywriting resources.

The Secret to Simple Content Marketing

If you’ve done some research into the modern marketing world, you’ve no doubt come across the term “content marketing.” Your target audience values excellent content over empty ads and flashy promises. By creating articles and images that educate, entertain, and inform your (current and prospective) patients, you show them that you care about their business.

Content marketing is especially important for healthcare professionals. You never want to appear desperate for new patients, because those individuals will wonder whether the care you offer is flawed in some way. It’s a catch-22 – how do you gain the new patients that you want without showing that your practice needs more business?

That’s where content marketing comes in. Create how-to’s, guides, before and after collections, and other engaging pieces to show that you care about adding to your site viewer’s lives and health – whether or not they follow through and schedule.

Digging For Content Treasure in Your Website

So, you get it – content’s important. Now, how do you find the time to keep creating? Fortunately, the content that’s already working for you has quite a lifespan. With a little tweaking and retouching, you can actually republish old posts and have them garner further attention. This practice not only saves you from having to sit down and churn out new blog posts, but has some added benefits:

  • Older content is already ranking – When you publish a new page or post, it doesn’t show up in Google’s results immediately. It takes time for search engines to index the page, and further time for the posts to rise up the ranks. Why not take advantage of the valuable age of your old posts, and simply refurbish them?
  • It’s a chance to update and improve past posts – Time changes things. Some of your posts may no longer be relevant, whether it’s due to a service or technology that’s grown outdated or a conscious shift your practice has made. Take this opportunity to make that content speak to your practice’s current landscape.

Recycling Old Content That’s Already Working For You

“Content” is a purposefully vague term, because it can mean so many different things. Any unique media that you create will ultimately serve your practice. Taking photos of your office, creating before and after image pairs, writing guides to oral health, and sharing treatment options are all valid routes to content creation.

Wondering which pages of your website are performing the best? Google Analytics has the answers. If you’d like to learn more about engaging with this process, get in touch with Dr. Web Solution. We’re here to bridge the gap between you and your website.

Dental Marketing | Dental Marketing Content | Dental Articles

SEO for dentistsGoogle just released yet another update to its algorithm – and it immediately impacted thousands upon thousands of businesses. How can you be sure that your SEO is evergreen? The key lies within the bigger picture.

SEO can seem overly concerned with the micro level – editing the title and heading tags of pages until they seem perfect, tweaking URLs to bring in the most clicks, building citations in the best directories, and choosing the most valuable links with the right anchor text. While these things have been important in the past, the SEO landscape is changing. Today, we need to focus on the thing that has remained a priority throughout Google’s algorithm juggling: content.

Awesome, relevant content not only benefits you in the moment, but acts as an ongoing boon for your practice’s website. And with Google’s new focus on the searcher’s location, it’s become one of the most prominent factors in determining the order of search results. There’s absolutely nothing we can do to change the weight Google places on location – so we need to make sure our sites speak to those places, and look good while doing so.

SEO continues to be complicated. But putting in a little extra site work today will reap rewards in the months to come.

Algorithm-Proof SEO Tactics

Just to clarify: Google isn’t the only search engine out there. Many of your patients may use Yahoo or Bing instead, and these engines have different qualifiers for which sites show up at the top of the rankings. But we’re focusing on Google because it’s the number one method by which current and prospective patients try to find a healthcare professional.

In order to appeal to the Google gods, you can always count on the following:

  • Frequent publishing – Showing that your website remains active is one simple way to stay relevant in Google’s (and other search engine’s) eyes. Google values domain age, but it also respects new content being added to established sites. By creating new site pages and posts, you show that you’re keeping your website up with the times, and continuing to work toward improving user experience.
  • Patient-specific content – In order to find the patients you’re looking for, you’ll need to consider their demographics. Who might want dental implants? Who could be interested in porcelain veneers? Decide on the services you want to promote, and the locations you think may want them. Then create content that incorporates both those factors. One of the simplest ways to achieve this is with:
  • Local landing pages – A local landing page snares patients in specific cities looking for specific services. The page is structured to appeal to a certain area, and mentions local factors to draw in the right patients. These pages double as fresh content, and can be quite valuable in your marketing efforts.

Is Your Website Prepared for Google’s Wrath?

Despite Google’s best efforts, bad SEO is still lingering on the Web. Make sure that your site isn’t contributing to the problem. Even if you haven’t seen a drop in rankings, it’s coming – and spammy practices could lead to your site being de-indexed, at which point it won’t show up at all. Keyword stuffing, use of machine-generated content or duplicate content, hidden keywords, and building links on site copies will all bring down the hard fist of Google justice.

Since they’re so tricky, why still use keywords at all? Google doesn’t recognize them, but other search engines do. They’re a vestige of old SEO that hasn’t quite faded from the existing face of optimization.

Feeling anxious about your dental website’s on-page SEO? We’re here to help. Get in touch for some advice.

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dental marketingModern advertising has taken a gentler turn. On the one hand, ads are everywhere – from concrete expanses like buildings like buses to the omnipresent sidebars of your Facebook. But these ads are increasingly sophisticated and subtle.

Once upon a time, an ad came right out and said what it was trying to accomplish. “Buy our delicious potato chips.” Today, a sidebar ad for the same product might show a picture of a potato chip accompanied by a purposefully vague, intriguing tagline (that inspires the viewer to click it).

As we move in this direction, it becomes more important than ever to ensure that your business’ marketing is never obnoxious. Thus, getting the physical word out about your business (we’re talking mouth-to-ear, doctor to patient to patient) is a bit complicated. You want patients to be talking about your practice online and in person, but you don’t want to seem like you’re forcing them to do so.

This post details a few ways to manage your online authority – and bring in new patients through a bit of carefully-targeted work.

Patient Authority and Dental Reviews

Medical professionals bear a special kind of burden. When someone’s health is at state, they’re incredibly picky about the kind of treatment they’re looking for. And they’re especially grateful when they receive some personal advice as to which doctor could be right for them.

Patients always value their friends’ and family’s opinions, and trust their recommendations more than the ones they can find online. They know that these people are for real, and they know the standards that their healthcare needs to measure up to. For this reason, we recommend that you embrace one tried-and-true method of inspiring patient-to-patient communication: social media.

When you’re active on Facebook, Twitter, Google+, Pinterest, and other social platforms, you’re tapping into your patients’ social circles. They’re already connected with their friends on these networks. When you get even one patient to share content that you post, review your practice on the social site, or even mention you, your name and services are exposed to everyone they know. And it’s that kind of publicity that makes patients really take notice.

The Secrets to Yelp

As we mentioned, recommendations from people your prospective patients actually know are the most valuable. But that doesn’t mean that review sites like Yelp are out of the picture.

Yelp, and other sites like Google Places (which is responsible for the top-of-the-page, abbreviated listings that come up when you Google your business name) are closely tied to your online reputation. Every time someone tries to find you through a search engine, these listings come up at the top of the results. And patients are almost definitely going to check them out before they call and schedule.

It’s important to remind your existing patients that Yelp exists, and that you’re on it. Once they receive great treatment, they’ll then be able to tell the rest of the world about it. At the same time, you never want to seem desperate for reviews. Try not to engage in outright solicitation. Begging for reviews not only makes you look desperate, it suggests that your online reputation is lacking.

Get ‘Em Talking, And You’ll See Results

Your current patients care about you, and they want to help you succeed. They feel loyal to you, and they’ll take pleasure in being a part of your practice’s growth. The best thing you can do is continue to provide them with superior treatment. They’ll do the talking (and typing) on their own. Just offer great treatment, and then provide online venues for your patients to follow up.

Have any other questions? Get in touch with Dr. Web for advice.

Dental Marketing | Dental Web Marketing | Social Media for Dentists