How Google’s Rules About Original Text Apply to Dental Marketing

copywriterYou may have heard that Google prefers original text on websites. If your dental website features library articles, stock content, or text taken from other sources (like the ADA website, for example), you’re harming your SEO strategy.

Don’t let anyone tell you differently.

On May 6, 2011, on the Google Webmaster Central Blog, we’re provided with a list of considerations for websites. Google says:

  • Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
  • Does this article provide a complete or comprehensive description of the topic?
  • Does this article contain insightful analysis or interesting information that is beyond obvious?

You can surmise from these questions that Google wants high-quality, original, expert information, and if your website provides this type of content, you’ll have more opportunity to index high for targeted keywords. But that advice was from 2011, and Google tweaks its algorithm all the time, right? So what does Google say now? The story hasn’t changed. 

In the Google One-Page SEO Guide, mentioned in a Google Webmaster Central blog published April 2013, we learn that blogging and updating content is imperative for good SEO:

Your website is like a virtual storefront. You wouldn’t leave a store unattended for 6 months, right? Keep your site fresh by starting a blog, announcing new products, sales, and special offers. Remember to put yourself in your customer’s shoes and make sure you provide them with the information they need.

The same April, 2013 blog offers the Google Quick Start SEO Guide, where we see, once again, that duplicate content is ill advised:

Create fresh, unique content. New content will not only keep your existing visitor base coming back, but also bring in new visitors. Avoid rehashing (or even copying) existing content that will bring little extra value to users. Avoid having duplicate or near-duplicate versions of your content across your site.

Need more proof that Google still wants original content?

In Google’s current Webmaster Guidelines, we learn to avoid automatically generated content, scraped content, and other black-hat tactics like sneaky redirects, cloaking, linking schemes, hidden text or links, using irrelevant keywords or keyword stuffing.

Now you understand htat Google wants original, informative text, so let’s see how MDPM Consulting delivers.

  1. Upon purchasing a dental website, microsite, or blog, we’ll hold a one-hour telephone interview with you to learn all about your practice, philosophy, services, and target market.
  2. From the interview and any current websites you have, our SEO diagnostician work with the Google Adwords Tool to determine the best keyword phrases for your SEO strategy. Remember, we are focusing on Google because this massive search engine holds over 93% of the search market for both mobile and desktop searches.
  3. Then, a trained SEO dental copywriter that works for us, in the United States (in DFW, actually), will compose your website text, integrating the keywords into both on-page text and metadata (in the code). This document will be edited by our staff editor before being placed on your website or microsite. If you like, you can request to preview the text in a Word document, or you can see the text on your new website before it goes live on the Internet. You will have multiple opportunities to edit the text.
  4. For blogging, one of our local dental copywriters who specializes in blog composition will work with our SEO diagnostician and copy director to create an editorial calendar. This calendar will focus on blog topics that integrate the keyword phrases for which you currently have low rankings, that is rankings that are not on page one. Each blog will be written to focus on a specific keyword phrase. You can opt to edit blogs prior to their publication. The content will be completely original and written exclusively for you. We’ll edit, then post the blog to both your blog site and your business Facebook page.
  5. Every 30 or 90 days (depending on your package), our SEO diagnostician will pull your Google rankings and traffic data for your target keywords. The ranking information will dictate your next editorial calendars and whether we need to refresh your website content or add new pages.

Why doesn’t every SEO company offer this service?

Because it’s hard. Writing is a tedious, time consuming, detail-demanding job that few people want to do. To be a dental copywriter for web content, you must not only know writing, grammar, spelling, and composition, but you also have to study clinical dentistry, dental technology, dental advertising guidelines (by state and national agencies), SEO practices, and some coding. This makes dental copywriting a highly technical job, which requires a highly trained management and editing team and extensive quality control.

At MDPM Consulting, we’re happy to say, we’ve brought together a team of experts who love dental copywriting, editing, SEO, and marketing – and our team is ready to make your website a smashing success.

To discuss content marketing on your dental website, or if you need a new dental website built from the ground up, call MDPM Consulting today at 972-781-8861 or email us at [email protected].