RAPIDLY, AN ERA IN DENTAL, ORTHODONTIC, AND EYE CARE PRACTICE MARKETING IS DRAWING TO A CLOSE where SEO and social media march along independent of each other. Search engines are no longer fooled by keyword snippets and random links generated by SEO companies to deceptively boost search results. The days of digital marketing shortcuts are over.
Just this morning, Andrew Herrault, Connective Insights’ lead strategist, said:
“I’d argue that the term ‘SEO’ is barely even still relevant. SEO used to be a powerful tool… One could easily game the system… buy links, submit to link wheels and directory blasts, keyword stuff, and hide on-page text. You could submit to irrelevant blogs for keyword-rich anchor text, and syndicate content across the Web. Those were all viable techniques during the SEO heyday, techniques that brought thousands of visitors to sites that were undeserving. Those tactics didn’t bring value to the customer… and were generally bad for the business world.”
A Huge Marketing Opportunity For Your Practice
Today, more than ever, it’s incumbent upon YOUR PRACTICE to participate in sharing content that strengthens patient relationships and provides value to prospective new patients. That’s the “real” engagement and value that Google and other search engines are looking for. Now, it’s not just a suggestion for SEO and social media. It’s a requirement.
Be Amazing, Get More Google and Yelp Reviews, And You’ll Be Found. It Works.
Two things… Be amazing INSIDE your practice and be amazing ONLINE.
First, as Seth Godin suggests below, the best way to get online traffic is to deserve it.
Second, every time a patient walks through you door, you have an opportunity to improve your SEO. In your morning huddle each morning, identify 3 or 4 of your very “best” patients. What I mean by that is patients who have been coming to your practice for a long time and absolutely love you. Kindly ask them if they would be willing to take 5 minutes and leave you a review on Google or Yelp. Then use our awesome tool, MSP Reviews, to help them immediately do that right inside your practice, right then, on their cell phones, while they are sitting in the chair. We make it easy!
Over the past several months, each time we have opportunities to speak to dental, orthodontic, and eye care groups, these slides (click image, left, to expand) are part of our presentation…
Tip 1: It’s About Mindset First, Tools Second
Start positioning your practice marketing efforts for long-term success by breaking out of ineffective, mass marketing thinking. As search algorithms continue to evolve and improve, those practices consistently producing and sharing valuable content with small, highly targeted evangelists will be those rewarded with the best organic search results. And who are your greatest evangelists? Your valued patients. Enable them to help spread your practice story.
Tip 2: Site Architecture Is Important
Although success isn’t about tools, the structure of the tools you do use is important. Do you still have an old, legacy “Web 1.0” website? If so, don’t feel bad… You’re not alone. But such sites make it much more difficult for search engines to find the content you publish there. Invest in a Web 2.0 website or blogsite.
Tip 3: Embrace Content Marketing
When Matt Cutts, Google’s chief search guru, was asked this summer by a friend of mine what the #1 thing is that a company can do to improve their search engine ranking and link building, his answer was amazingly simple. He said, “Post useful content.”
Content marketing is here to stay in one form or another. The practices that understand it—then participate in and leverage it—will be the ones that reap marketing success over the long haul.
My Social Practice Makes Content Marketing Easy For Practices
We help practices start achieving greater benefits of effective SEO using social media. And with our help, you can do it in 10 minutes a day. Here’s how:
> When Empowered To Participate, You’re Effective
Your practice’s honest, transparent participation is what makes content marketing effective. We provide the online tools and in-practice printed materials you need.
> Remarkable, Creative Content
Great content engages, provides value, shares business culture, boosts clout, demonstrates passion, and strengthens relationships. Search engines love it too. We provide that to you each day, without taking over your voice.
> Consistency That Ensures Success
When social media marketing is fast and easy you become consistent. Our support makes that possible and affordable. You need not do it alone.