Vanilla Circus is based in London and has been undertaking dental SEO for over 16 years.
Below we show you how we work and how you can maximise your SEO spend by demanding the same work output from your SEOs.
In This Section
Selling Cosmetic Dentistry
We have had the privilege of working with over 46 different practices and several hospitals across the UK. The vast majority of the dental practices we work for are cosmetic dentists.
“We have developed a proven search marketing process for ensuring that your dental practice ranks for the right keywords, attracts the right patients with the right amount of money in their pocket.”
We call this our six-month plan and this is how it works.
Reach More Patients
The first thing we do when undertaking any SEO or dental marketing work for practice is to evaluate the website.
The first task within the SEO is to look at the website as a whole.
- Does the website convince a patient to make an appointment or find out more?
- Do I trust the practice as an overall entity to deliver the dental solution I am looking for?
- Do I trust the actual dentist?
Sometimes this is a case of improving the design or user journey through the site. Sometimes adding Association logos or reviews is needed.
Sometimes this is a case of adding CTAs or correcting grammar or g. It is a relatively fast process that really gives us food for thought and the beginnings of a content strategy.
It is often a case of improving the site’s technical SEO to ensure the website functions as it should do; are pages loading correctly on all devices, including mobile and speed?
It is also time to check for any broken links or other difficulties the website may have.
The last process for the first month is always to rewrite all metadata. This consists of meta titles and descriptions. This is the first thing user sees on Google’s search result pages.
This is a useful task; we can show that rewriting metadata invariably leads to a 10+% increase in SERPS or Google ranking positions.
It is also a very useful way of quickly getting to know a website.
Although there was much discussion on what makes the perfect patient when discussing target audiences, we know that the one definitive is that the practice is in a fixed location. See local SEO for dentists.
“We have discovered out over the last 13 years through studying enquiries and conversions we have worked out that the average patient is prepared to travel approximately 23 miles to go to the right dentist to receive the right quality (or price) for the dental treatment.”
It is not rocket science that if your dental practice can rank for every keyword from dental implants to Invisalign Pro + location, this is a good thing for dental marketing.
How much does dental SEO cost?
However, the town or the city where the dentist is located is often not large enough to produce the patient numbers the business requires.
This is where an extended local SEO pays off as part of a strategy.
If we can ensure that the website ranks for all dental treatments keywords + all of the locations within 23 miles, then we have fastly extended our pool of patients.
The chances of attracting that perfect patient who requires high-value treatment have increased.
There is more to local SEO for dentists than simply creating a page /dental-implants–Leeds, or /dental-implants–Manchester.
We have discovered over time that the website’s URL architecture or structure is imperative to successful local SEO optimisation.
- For example, if we were talking about London, we would create a /london/ page and link areas within London on this page
- We would then divide these local SEO sections into three. Here we are looking at london/dentist/, /london/cosmetic-dentist/ and /london/emergency-dentist/.
- We would further then divide these sections into treatments. So, for example we would have London/dentist/root canal and London/cosmetic–dentist/Invisalign.
This process is repeated for all the locations the dental practice wishes to rank for. It is laborious but critical.
It is also a relatively fast process. The content has a degree of duplication. This can be mitigated by using Google reviews within the content or video or other images etc. Pages will have to be edited depending on how well they are received by Google.
Although these are low-traffic keywords, they are also very high-conversion keywords.
We know that if someone is over 25 miles from your practice, the chance of them coming to visit you are very slim. Local SEO is an imperative part of dental SEO but is not the be-all and end-all.
The next step is content gaps
We are looking for the breadth of dental treatment content.
For example, we want to rank for all dental implant keywords. We want to rank for Invisalign and ‘Invisalign Alternatives.’
The process is we divide the existing content into dental treatments like Invisalign, porcelain veneers and dental implants and also take into account any blog content that supports these keywords.
More on keywords.
We are looking to disrupt a potential patient search. They may be asking a question about the price of treatment or dental finance.
For example, we may want to expand our implant content so that we talk about ‘implant retained dentures’, or we may talk about ‘all on 4’. See our SEO for dentists.
We plan to rank #1 for any search query a patient makes.
We have already shown Google that we are location driven with our local search pages. The result of this is that as Google can see a user’s IP/location if the user is in the same location as the practice, Google will serve our web pages within a search result.
This is how we attract the larger ticket procedures and the patients with money who might be looking for a second opinion.