We make it a priority to be in regular contact with our clients, but it seems like we’ve had the pleasure of talking to many of our clients over the phone a little more frequently over the past few weeks. Why? The end of the year is coming, and it’s coming fast. Our clients’ patients are scrambling to use their dental insurance benefits before they expire, and our clients want to make the most of their marketing efforts before the new year begins. Things are busy, and it’s easy to get caught up in the day-to-day at your dental practice, but there are ways to enhance your online presence all year round, and we’re here to help.
When it comes to search and content marketing, traffic to your website depends on how relevant your landing page (site’s content) is in relation to users’ search queries. According to Search Influence contributor Jensen Quadros, “having a strong online presence is all about understanding user behavior and optimizing your site to achieve the best results.”
Understanding a users’ search intent is huge, and a big part of that is understanding that demands change based on the time of year. For example (and as stated above), it’s likely that a user looking to schedule a dental exam and cleaning at a dentist office in their community right now will also be searching for which dental insurance plans the practice accepts and/or how the practice will help him or her make the most of the benefits.
There are several ways to capitalize on seasonal SEO, a few of which we delve into below:
- Plan early. It’s never too early to plan your blog/content and social media editorial calendars. We can create these calendars for you, and we’re rolling out a new feature in early 2016 to make this even easier. (Stay tuned for more information!)
- Know your audience. As a dentist, you know that your patients want to schedule back-to-school dental cleanings and checkups in July and August. Like we mentioned above, you know they’ll want to make the most of their dental insurance benefits during the last quarter of the year. You know they’ll search for cosmetic treatments — especially teeth whitening — during the spring and summer months when weddings, graduations, proms, and class reunions roll around. You know your target audience (potential patients) better than anyone. Play to their wants/needs!
- Be cohesive. Your marketing efforts should be cohesive across your web presence. Your social media profiles, blog content, and website should have similar messaging, and campaigns — seasonal SEO campaigns included — should be present on all of the places you draw potential patients from.
We’re busy working on ways to make social media campaigns easier and better for our clients in 2016. Stay tuned for more information!