Dental Search Engine Optimization: Copywriting

woman writerIf you’ve discussed SEO (search engine optimization) with a techie, you might have thought he was speaking Klingon. The truth is, SEO is complex, but it can certainly be understood. Einstein once said, you don’t really understand something unless you can explain it to your grandmother. At MDPM, we’ve broken down SEO into digestible parts. Just as a dentist can explain demineralization and caries formation to a patient, we can describe search engine optimization to our client dentists.

As I’ve mentioned in previous posts, Google holds over 90% of the market for both mobile and PC search, so logic dictates that Google is the search engine to cater to when it comes to SEO. By adhering to Google’s SEO guidelines, you’ll automatically appeal to other search engines, like Bing and Yahoo. The only additional component to add to your site is meta-keywords (in the code), which Google will ignore, but other search engines will factor in to SEO computations. Let’s look at your dentist Internet marketing strategy from a copywriting perspective.

Copy (or Text)
Rule number one is, a website should have original text. Google actually published advice in the Webmaster Tools Blog, stating that any “duplicate” content (that is, text that appears on other websites) will hinder a website’s full SEO potential. If your dental website features library articles, they should be unique. Can every dentist have an original webpage on crowns? Absolutely. The SEO writer’s job is to make it happen.

Keyword Selection & Integration
In the body text, as in page headings and links, keyword integration is crucial for a dentist’s Internet marketing strategy. In general, a webpage should focus on 3-5 keyword phrases. Adding bolding or hyperlinks to related content on keywords is also a valid strategic move. Some experts use Google Adwords Keyword Tool to help narrow down keyword phrase selections, but common sense is a good litmus test, as well. At MDPM, we look at three categories of keywords: services, symptoms, and cities. Considering keyword phrases with these components seems to work well. Our clients show up multiple times on page one for most of their targeted keyword phrases. How do we know? We actually hand-pull the data every 30-90 days, then document and compare as we hone an SEO strategy.

Internal & Incoming Links

Linking is important in SEO. Internal links, which means links to pages on the same URL (website), are more important than outgoing links (links to other websites). Incoming links (links from other websites that feature relevant content) are the best source of SEO credit. For best results, embed internal links and incoming links on keyword phrases. For example, link the body text phrase “cosmetic dentist Dallas” from your homepage to your cosmetic dentistry page.

If you’d like to talk with us about your dentist internet marketing strategy for 2013, give us a call today at 972-781-8861.