Search Engine Optimization For Dental Practices
Search Engine Optimization is a complex and multi-faceted thing, but ultimately it boils down to ensuring that search engines can find your website and connect it to users who are looking for the services you offer. Search Engine Optimization is a must for any 21st-century business which seeks to thrive in an evolving and competitive marketplace, and this includes your dental practice. Implementing appropriate SEO is a vital part of your marketing strategy, and at Dental Systems Optimization we know the best approaches to get the job done.
As we develop your SEO and your web presence, it’s helpful to start with an explanation of what SEO really is and how it works. Let’s dive in!
What is SEO, Really?
Search engine optimization affects both the quantity and quality of the traffic coming to your website. It does this by shaping the ways in which search engines–particularly Google–find and interact with your site and its content. Back in the early days of the internet, this was much simpler: keyword searches ruled the day and it wasn’t uncommon to see websites with blocks of appropriate keywords in fine print on their homepage. Now, both search engines and users have gotten much more sophisticated and a wider variety of techniques and approaches are needed in order to ensure that your SEO strategies are a success.
So, how does SEO help search engines find you? In general, search engines find and index content via a process called “crawling”, in which a dedicated piece of software called a crawler or a spider bot browses the internet with the goal of finding and categorizing new content. This content is then subject to an SEO analysis, which in turn pairs the content with the right search query when someone uses the search engine. Every day, millions of these digital spiders explore the Web, looking for updated or new content in order to ensure that the search engine delivers the best and most appropriate results.
Search Engine Optimization is our way of getting the attention of the crawlers. We want them to notice your website for all the right reasons, pair it with the appropriate search queries, and move your site to the top of the list when someone does a web search. This is easier said than done–a lot goes into ensuring that your website’s content is crawler-friendly.
Finding the Right SEO Content
So with the basics of how SEO works out of the way, what kind of content is best for SEO these days? Well, that varies from business to business and industry to industry, but in general, there are a number of approaches that are used, often in tandem.
- Crawl optimization: The right content and the right website design ensure that search engine crawlers can find your site, quickly and easily, and will correctly recognize and categorize your content. This is the first step towards SEO success, and foundational to everything that comes later.
- Keyword optimization: Another critical component in your SEO strategy, the right keywords in the right places ensure that crawlers and users both can find and engage with your site. Page titles, content headers, and the body text all must contain appropriate keywords in order to get the best results.
- Compelling and engaging content: All the keywords in the world fall short if no one reads your content. Web browsers pay attention to traffic and engagement, too, so you’ll need to ensure that your site content is both readable and informative in order to get the best search engine results.
- Optimized user experience: Your site must offer a smooth, easy to navigate experience for the user. Search engines again pay attention to engagement, and if your site isn’t easily navigated and simple to use, you’ll pay the price on the SEO site.
- Social media integration: Search engine crawlers also pay attention to how much attention your site is getting. The irony isn’t lost on us, but you’ll need to ensure that your content is both engaging and shareable. Integrating your site with your social media efforts makes it easy for users to share your content across the platform of their choice. This in turn pulls web crawlers, and ultimately search engine results, to your homepage.