Keywords are the terms people google (this is now a verb, you know) when looking for something on the Internet. For a dental website, keywords should reflect the services, products, problems, and benefits that relate to the dentist’s practice. All of these keywords, used properly, will help your website rank higher on the Google search engine results pages (SERPs).
How are keywords used?
Keywords are placed into text, and used to tag photos and videos, that appear on your website. In addition, keywords can be used as tags on blogs and categories in directories. For keywords to be effective, text on your website must be live (you can cut and paste individual words), and keywords should be used in and around links to pages on your website. Placing keywords in headings is also important. Every SEO consultant has a strategy for implementing keywords. Google offers tips, but they don’t publish a manual. In fact, Google changes its criteria for SEO rankings all the time.
How do I choose keywords?
Choosing keywords appears easy, but it can become detailed and difficult. In short, select words that you want your site to be found for: your location, your name, your services. Outside of these terms, include surrounding cities or towns, subsidiary services, symptoms, benefits, and product names in your keyword list. This initial list will come from your own experience, as well as knowledge about your target patients. Check your keywords on Google’s Adwords Tool to determine which ones are most popular.
Keep in mind, if you’re a boutique dental practice in Denver, a competitive market, it may take some time to rank on page one of Google for a term like “Denver Dentist.” You may never enjoy a page-one listing. A stellar website and daily blogging will help you move closer to the top, of course, but also consider focusing on some of the less popular keywords. Would you like to be found for “Denver Toothache Relief?” Maybe… and the competition isn’t nearly as stiff!
How do I use keywords on my dental website?
I recommend optimizing your website for general terms – services, location, products. Each service needs a dedicated page. If you want to be found for “Denver porcelain veneers,” you need a page titled “Denver porcelain veneers.” As mentioned earlier, include related keywords (porcelain veneers, veneers, smile makeover, denver) in headers, links, and tags.
What keywords should be used in my blog?
In addition to the general terms used for your website optimization, your dental blog can have a plethora of terms – like tertiary locations and subservices. Every blog you post should be optimized with keywords. I might, for instance, recommend that a cosmetic dentist optimize a blog on “smile makeovers” with keywords like, “best teeth whitening products,” “at home teeth whitening,” and “best teeth whitening.” These terms aren’t searched for near as much as “teeth whitening Denver,” but they are searched for – so optimizing your blog with them could mean that these searchers find your site.
The most important things to remember about blogging are, if you want to kick asterisks on the search engines, blog every day, write useful, original text, and strategically place keywords in headings, links, near the top of your text, and in tags.
Are keywords the only thing Google considers when ranking dental websites?
No! And that’s a loud, hearty No! Longevity of your website and domain, the quality of your content (as useful information), unique text (not on other websites), incoming links to your site, internal links in your site, keywords in link phrases (long tail keywords), and many other factors are important.
What’s the next step?
Ultimately, if you want to get and stay on top in Google SERPs, your dental website must be designed from an SEO-friendly standpoint. You need a dental website designer who knows SEO; not all do! In addition, a good dental blog will greatly improve the potential for your website to stay on page one of Google.
Working in tandem, a dental website and blog can forge a solid website strategy that improves your new patient numbers and your profitability.
If you have questions or would like a free dental website analysis, email [email protected]. At MDPM, we understand that not all dentists are emailers! So, if you prefer to talk to a human, call Jill at 972-781-8861. SEO is a science that you may not understand. That’s okay. If you put a dental laser in Jill’s hand, she’d turn and run. We’ll do our job well, so you can be free to do yours!