If you own a dental practice, then SEO should be an important part of your overall marketing and patient acquisition strategy. In the past, people might have searched for a dentist using a local directory such as the Yellow Pages, but increasingly they are turning to the internet instead.
Other practices in your area are almost certainly doing dental SEO. How do you plan to compete for top rankings in Google?
more likely to register a patient if they find you in Google rather than any other channel
practicing dentists currently employed across the UK
of people search Google when looking for dental treatment information
of all clicks from Google search results go to the websites in the top 5 positions
Dental SEO Explained:
What is SEO?
Search engine optimisation (SEO) is the process of improving the visibility of your website in search engines, such as Google, Yahoo! and Bing. When a person types in a relevant search term, you stand a far better chance of getting that person to visit your website if you appear higher in the results.
In simple terms, SEO involves work on the content and code of your website as well as the content published in other places on the web. The aim of that work is to show Google and other search engines that you are a trusted expert on a given topic or topics and that your website offers a best-in-class user experience. Google’s algorithm may be very complicated, but its goals are not.
Some SEO companies would have you believe that SEO is a ‘dark art’ and that it is too complex to be easily explained or to be understood by a non-expert. While there are varying degrees of complexity to SEO, most of the fundamental principles are actually relatively simple to understand.
We have been working in SEO for over 20 years and, while SEO may not be easy, we strongly believe that it should always be transparent. Please feel free to contact us and our experts will be happy to describe all of the processes involved in detail. We can explain precisely how each element of an SEO campaign can work together to drive more traffic, appointment bookings and patient acquisition through your website.
The importance of SEO for dentists
Dental SEO is the most effective, profitable and sustainable form of marketing a dental practice or cosmetic dental surgery can do.
While social media and email marketing can form important parts of your communications strategy, enabling you to keep your patients up to date with the latest news and bulletins from your practice, people who are not yet registered with you are unlikely to opt-in to receive messages from a dental surgery that they don’t use. GDPR has made it even harder for dental practices to engage non-registered patients through these platforms.
Pay-per-click advertising (PPC) in search engines (AdWords) or on social media can deliver quick short-term visibility, but the cost-per-customer acquisition can be huge. With the levels of competition rapidly growing within dentistry, PPC advertising demands you keep spending more aggressively to maintain your visibility. This is not sustainable as a long-term strategy and erodes the profitability of these paid channels.
With dental SEO, you may have to take a longer-term approach to achieve top rankings for the most valuable keywords, but the volume of traffic and patients available through this channel is huge. That potential means you can see short-term gains and a return on investment (ROI) very quickly, with scalable results the longer you stick with it. Once your site ranks for a keyword, you will continue to reap the benefits of that visibility while we move onto the next.
What makes dental SEO unique?
In some ways, doing dental SEO is the same as doing SEO for any other type of business. However, there are a few things which have to be considered in addition to the usual activities that form an SEO campaign due to the fact that dentistry is a medical niche.
Doing SEO in any medical niche is fundamentally more difficult. This is as true for dentists and cosmetic dental surgeries as it is for any other branch of healthcare. The first obstacle is the high level of technical knowledge required to create great content for Google to reward. While any ethical SEO professional would rely on you – the expert – to create great technical content, that content still has to be properly optimised for success.
With an ex-NHS staff member and a biochemistry graduate on our team, we are uniquely positioned to overcome this. We are not afraid to tackle complex medical and scientific material and we fully understand the importance of expert sign-off and proper regulatory compliance in line with the General Dental Council’s best practice guidelines. As a Member of the Chartered Institute of Marketing (MCIM), you can also trust that our specialist content writers will adhere to the highest levels of ethical practice.
The second obstacle with dental SEO relates to Google's algorithm. To protect their searchers, Google has special checks and balances built-in which make it more difficult to prove that you are an expert in any medical topic or niche. We are award-winning, Google-certified SEO specialists with over 20 years of experience, so we have the expertise and knowledge to get real results in this type of niche, where most SEO agencies fail to move the needle.
Tailored SEO for dentistry services
We target our dental SEO on the types of patient acquisition you are most interested in. The keyword strategy we choose and content we optimise and promote will vary depending on whether you want more emergency appointments, long-term registered checkups or cosmetic dental enquiries.
For example, as a cosmetic dentist clinic, you may want to focus on topics such as teeth whitening, veneers, crowns, and bridges. By contrast, an emergency dental services practice may only want to focus on phrases such as “chipped tooth” and “emergency dentist appointment”.
By tailoring your keywords and content strategy, we can ensure that we are driving the right kinds of visibility, greatly improving your customer acquisition and therefore increasing your ROI.
Local SEO for dentists
Local SEO is a specific subset of SEO practices aimed at ensuring your website and Google My Business listing appear higher in Google search results for anyone searching relevant terms in your local area. Google is increasingly personalising search results for each user based on several factors including the searcher’s location, especially when they are searching on a mobile device.
In many ways, Local SEO is similar to regular SEO, but with additional focus on signals that tell Google which area you service. An example of this is ensuring your dental practice name, address and phone number are promoted in a consistent way in high-quality local directory listings.
Another very important part of local SEO for dentists is getting patient reviews to make it clear that you are trusted and have an excellent reputation. We can add you to the most effective directory listings, optimise your existing local signals and help you to generate reviews in a meaningful way that will help you get more patients.
The importance of local SEO for dentists can’t be understated. The vast majority of people looking for a new dentist to register with, an emergency dentists appointment or cosmetic dentist surgeries will look online. Google’s local search results have an incredibly high click-through and conversion rate because they are very effective at communicating all of the information a potential patient might require to feel comfortable before making an enquiry.
We are experts in local SEO for dentists. Speak to our experts to find out more.
How quickly will dental SEO get results?
As with any organic search optimisation, dental SEO should be seen as a long-term strategy. However, with the right process in place, you can see commercial benefits along the way. The experts at MoreTraphic have been putting together ROI-focussed dental SEO strategies for many years and our processes are designed to make sure you start seeing scalable results early in the campaign.
1. Free Dental SEO Audit
The first step is contacting us for a free audit and consultation. By analysing your website, your competitors and your wider digital strategy, our experts can find opportunities for improvement and start laying out a roadmap to success. Your tailored audit will cover every aspect of dental SEO, from keywords to website code and content, as well as wider digital marketing and user experience.
2. Consultation & Chemistry Meeting
It’s important that you choose the right SEO agency to manage your dental practice’s SEO. We have no doubt that you’ll be impressed with our knowledge, expertise, experience and insights as soon as you receive your audit, but great working relationships are built on more than that. They are built on personal chemistry.
Once you have received your audit, we will arrange an initial consultation where you can meet your project manager, ask more questions, discuss budgets and ROI expectations, get to know us more personally and find out more about our agency. And that’s a two-way street. If we both feel confident that we’re a good fit for each other, then we can get started on the next steps confident that the relationship is right.
3. Bespoke Dental SEO Strategy
Once we have been through the consultation, we will have vetted the insights delivered in the initial auditing stage, so we can move on to the creation of a robust, in-depth, fully bespoke dental SEO strategy, tailored for your dental practice. We will create a 12-month plan and roadmap, ensuring that we can deliver tangible results that will build and grow at each step of the process.
This strategy will include full keyword research, a content strategy and marketing ideas. This is crucial for targeting the work we do, making your budget more efficient and ultimately delivering better ROI. We appreciate that every dentist practice has unique commercial goals and often complex targets, and our strategy will be tailored to match your business’ expectations, focussed on the metrics that matter to you the most.
4. On-Page SEO & Keyword Optimisation
The first area of dental SEO to generate ‘quick wins’ will be on-page SEO. This is the process of optimising the code and the content of your website. If the audit flagged any technical issues, these would be the first things to fix so we can be confident that Google and other search engines can process and understand the content in your website.
Based on the keyword research and competitor analysis, the next step would be to optimise the content in your website. This could include tweaking existing content, creating new content or even making some fundamental changes to the architecture of your website’s content. Our expert copywriters have experience with all forms of medical content creation and will ensure proper sign-off and adherence to the General Dental Council’s best practice guidelines.
While some of these tasks may take a few months, for example large copywriting projects, there will almost certainly be some areas of on-page SEO which can generate increased visibility in Google for lower-volume phrases very quickly. Prioritising these will allow you to get results and start generating ROI earlier in the campaign.
5. Local SEO & Map Results
We will optimise your Google My Business profile to make sure you appear higher in Google’s local results (sometimes called “map results”, “local pack” or the “snack pack”). We will ensure that all of the relevant information is included to not only rank you higher in search results but also to increase click-throughs and conversions.
Getting you found in these local results will yield good results in the short-to-mid term for relatively large phrases, so this will increase your ROI.
6. Off-Page SEO & Website Promotion
As the campaign progresses, we will start a process known as off-page SEO. Google and other search engines look at the number of links pointing to your website from high-quality, trustworthy, relevant and authoritative sources. These are more difficult to achieve in any medical niche, including dentistry, but that scarcity is precisely what makes the links so valuable!
As seasoned SEO professionals with specific experience in dental SEO, we know precisely how to go about earning, acquiring and building these links using safe, sustainable and effective techniques. We can start with easy manual link-building in professional directories and other relevant niche websites, eventually moving towards more contextual and editorial styles of link acquisition.
So long as the on-page foundations have been set up correctly, your rankings for the largest and most profitable search terms will begin to dramatically improve. In turn, this will dramatically improve your ROI.
7. Outreach & Digital PR
After the first few months of off-page SEO, we will start to exhaust the opportunities for easy manual link building. At this stage, we will use our marketing and PR expertise to create relationships with industry experts on your behalf to negotiate links from their websites.
The rate of link acquisition may slow down at this point, but the links acquired will be of the highest value achievable in dental SEO. As such, this process will push your dental SEO campaign to the pinnacle of your site’s ROI potential. We are experts in outreach and digital PR and as such can often carry out even this most difficult link acquisition technique at scale, earning the highest value links at a massive scale.
Experienced SEO agency for dentists in the UK
Our dental SEO specialists have been working in digital marketing and SEO for over 20 years. We have experience with dental SEO from all over the UK. We have learned a great deal about the treatments and services offered by UK dentists and the regulatory requirements around marketing a dental practice.
Our experience also goes beyond SEO and we are able to consult on your entire digital marketing strategy as an added value service. SEO is not a standalone process and the more we can help you to improve your online marketing as a whole, the better your dental SEO campaign results will be.
By acting more like an integrated digital marketing company, we can guide you towards improved online brand presence and therefore increased brand engagement. This will inevitably improve your customer acquisition conversion rate. If you want to join the other dentists surgeries who have already benefited from our dental SEO expertise and industry knowledge, get in touch today.
Frequently Asked Questions
Who will be my project manager?
We think it’s important that the experts who sell you a dental SEO service are the same experts who carry out the work and liaise with you throughout the project. We don’t hire junior SEOs or non-specialists, so you can be certain that you are in good hands from the initial audit to the campaign tasks and reports.
We are an open and transparent agency and you can contact your project manager at any time with questions, or just for a friendly catch-up. We love to stay informed about what’s going on with our clients. In fact, with a little bit of thinking outside the box, current events in a client’s practice can often lead to SEO opportunities that will help us to give you an unfair advantage over your competitors!
Will you send reports?
Yes. And unlike most agencies, we won’t just run off a bog-standard report using cheap software. We create tailored reports for each client, drawing the most important metrics from all of the leading SEO tools and analytics platforms. Each metric and report section comes with comments and actionable insights to identify the next steps, any obstacles and the immediate opportunities.
We make sure the report directly answers the brief that we put together at the start of the campaign, so you can see how we are progressing according to the metrics defined as being the most important to your individual needs at the start of the campaign. We also transparently report the work that we have done each month and how that fits within your overall budget.
How much does dental SEO cost?
Well, of course, we like to think that the real question should be, how much money can you make by doing dental SEO? After all, SEO is an investment and the cost is only meaningful in relation to the growth that the campaign can generate. However, since money doesn’t grow on trees and most dental practices will have a set budget available for SEO, we’ll try to answer that question.
A dental SEO campaign might cost as little as £450 per month if you operate in a location where there is low competition and your customer acquisition focus is for new registrations and some emergency appointments. However, a large cosmetic dental surgery in a large city might need a budget of a few thousand pounds per month to go for the most competitive and most lucrative terms in the industry.
As part of our initial audit and consultation, we can look at the work required to optimise the site and the levels of competition for different keywords. We can then work with you to calculate meaningful KPIs, including potential ROI both in the short-term and the long-term, and from there put budget options in place.
One of the things we are most proud of is our award-winning strategy expertise. Whatever budget you have for dental SEO, we will be able to put a strategy together that generates ROI.
Am I tied into a long contract?
Not at all. The length of each contract is entirely dependent on the work required, but as standard, we simply ask for a 60-day cancellation period allowing us time to tie up loose ends for you, should you ever choose to move on. While it’s always sad to see a client go, we would never want to pressure you into staying with us longer than necessary if for any reason our service isn’t right for you anymore.
Fortunately, it rarely comes up. Our client retention rate is over 98%. We actually have several clients who have requested longer contracts, up to 12 months at a time, because that allows us a greater degree of flexibility, to pull hours forward and ‘front load’ a campaign or to spread the cost of website development over a longer period, which we are happy to do.
Our services are 100% bespoke, so please feel free to talk to us about what your ideal dental SEO campaign might look like, and we’ll do our best to accommodate you.