Search engine optimization is defined by Dictionary.com as: "(n) the process of choosing targeted keywords and keyword phrases related to a Web site so the site will rank high when those terms are part of a Web search." If you have a dental practice website, you need to know what SEO is, why it’s important, and how you can optimize your site effectively.
Sites battling for top rankings on search engines have text that feels bulky, repetitive, and choppy. Unfortunately, because of the way search engine spiders read websites, if you want a site that ranks high, you will have to put up with some not-so-beautiful literary composition. Professional SEO copywriters can create a blended script that features SEO optimization and good writing. However, your site should use non-Flash artwork elements, user-friendly navigation, and interesting links and information to convey your practice’s image. Before and after photos do nothing for search engine optimization, but once a visitor finds your site, a great gallery could be the trigger that lights their fire.
Your Dental Website’s Purpose
The first thing you need to determine is what your site should accomplish. If you have a website to draw in new customers from the Internet, SEO is the best path to accomplish that goal. The only alternative is pay-per-click advertising, which can get very costly. Here’s what you need to know about how to ensure top rankings for your website…
- Hire a dental website development company that offers a customized SEO program.
- Your web company should interview you, then research keywords for your site.
- Expect your navigation, headings, and copy to be changed to reflect your SEO strategy.
- Do not expect to see results for three to six months.
- You can supplement your SEO strategy with pay-per-click ads if you need traffic now.
- Your web company should produce monthly reports to track your site’s rankings.
- Adjustments will be made to increase your traffic if the site is not ranking as planned.
- Continue your SEO program, tweaking keywords and working with your web company as your practice grows and changes.
- Understand that time is a big factor for search engines. The longer your site’s unchanged copy is online, the higher it will rank.
- Do not expect to have top rankings immediately.
The SEO Evolution
The other thing you need to know is that what worked years ago for good rankings does not necessarily work now. Because longevity is an issue, a dental website that was published five years ago may rank higher than yours, even though it has less content and does not appear to feature optimized copy. To compete, your site has to be optimized based on today’s strategies and protocols.
Climbing the Ladder
Also keep in mind that new sites are popping up every single day, especially in major metropolitan areas. Competition is fierce. You need to let an expert handle your site, and you need to take that expert’s advice. If, in about six months, you feel like your site is not progressing in popularity on the search engines, talk to your web company about your concerns. Sometimes you need to switch companies to get the best service, as in any industry. But allow enough time to truly gauge results, or you may be cutting of your nose to spite your face.
For more information on dental websites, dental marketing, and SEO for dental practice websites, click here.