For dental websites, the essential ranking factor is content. The value of content hasn’t changed and has remained a stronghold for many websites over the last ten years. Developing a strong content strategy that covers topics dental patients want to know more about will drastically improve a dental website’s SEO and bring better ranking results. However, content isn’t everything, as other factors also significantly influence a website’s quality. Some factors recommended to look into before reaching into the trends include:
On-page SEO: Through implementing SEO, on-page SEO is an important facet in terms of optimization. It streamlines your content by allowing the search engines to index and identify your content and thus maximize your visibility throughout the internet. Focusing on keyword density, headings, meta-descriptions, and links can work to meet those requirements.
- Fresh, Targeted Content: Your content needs to be diverse, persuasive, and, most of all, informative. In dental practices, content that describes your services should uniquely define how you perform cleanings, sealants, implants, and other services. In blogs, expanding on your knowledge and creating a conversation with your patients can reinforce reliability and help them reach out to you.
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Off-page SEO: unlike on-page SEO, off-page SEO works to create your position using those backlinked profiles. Social media is one of the largest examples of off-site SEO as it empowers your practice with marketing strategies to cross multiple platforms and maximizes the image of your own site.
- Backlinked Profiles: The number and quality of your backlinked profiles matter regarding your website. Backlink profiles are website links that move internally and externally from your website. If other websites link to your page, then it increases the authority and allows Google to see your website as trustworthy.
Your content and your technical prowess represent your most powerful tools as a dental practice. Your content grabs your audience’s attention, and your website smoothes out their experience while going through the on-page and off-page links. Developing an SEO content strategy is crucial, but as the SEO world is constantly changing, keeping up with the trends going forward will also propel you forward.
3. Trends To Focus on For Dental Marketing
Here are a few factors that present a challenge for dentists that are strongly suggested for websites:
- Local Search Optimization: Develop an SEO strategy that focuses on your local area rather than outreaching nationally. Keeping your business listing updated on an ongoing basis will help build brand reputation and help the algorithm recognize and push your business to patients looking for your services.
- Content Optimization: The anacronym EAT says it all regarding content. Expertise, Authority, and Trustworthiness mean that the quality of the content matters more than the authority of a given domain. This may mean that you need to have experts in your field focus on providing content that’s thoroughly detailed and specific to your specialty and have content that informs patients of what they need rather than advertise what you want.
- User Experience Optimization: Google’s new development has completely shifted our understanding of SEO, valuing users’ experience with their website over SEO content. This refers to the website’s loading speed, the user’s ability to engage with the website, and how that experience ranks through Google’s Core Web Vitals metric system.
- Pay Social and Pay-Per-Click: Advertising on social media is a competitive business, and depending on your budget, it can be tedious and expensive. With the pandemic ongoing, reaching target demographics through engaging content is one of the keys to improving your outreach. Using PPC marketing to improve search results can help expand local markets and increase growth opportunities.
- Voice-Guided Search Optimization: Content should be optimized for voice search; devices such as Alexa, telehealth services, text messaging platforms, patient support chat boxes, and dental apps are some of the latest technologies that use voice-guided recognition. Implementing SEO that recognizes voice searches will be vital in the oncoming years.
Using SEO To Your Advantage This Year
Building trust and authority in your position online is the key goal to gaining this outreach. Maintaining your brand image online will help convey to patients the quality of your care. This image also affects your reviews, which in turn impacts the success of your dental business. When caring about your brand, paying attention to how you use your technology will also matter. The pandemic has increased telemedicine devices, such as video calls, call tracking, and online management systems. All of this should come through your website – your central point for connecting with patients.
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Google Ranking Signals
Passing the Core Web Vitals assessment can be challenging, especially during the first few years of re-optimizing your website to these standards. Scoring a “good” on all factors present within the report often means that time, effort, and money must be placed to correct these issues. If your dental website is over a few years old, talking with a dental marketing agency can help you meet these new page experience metrics. You can also visit Google’s developer page to learn about web experience practices, web development tools, and the latest updates.
