If you run an orthodontic practice, we don’t need to explain to you the importance of a good smile, but we can explain the importance of a good SEO strategy. SEO, which stands for “search engine optimization,” is a key ingredient to driving business in the 21st century. With the rise of Google, traditional yellow pages have fallen out of fashion, and people are now turning to the web to find important services such as oral care. But unlike those old yellow pages, the web doesn’t list businesses alphabetically. If you want to stand out, you need to be proactive. That’s where SEO comes into play.
How SEO Works
SEO is the process that allows you to achieve prominent search engine rankings for key phrases. For instance, if you enter the phrase “Miami orthodontist” into Google, you will see a list of local orthodontic practices. But here is the problem: Miami has hundreds of orthodontists, and the first Google search results page lists only 10, along with a few sponsored results.
Those front-page listings did not achieve top 10 search rankings by chance. They achieved prominent placement through SEO, a multifaceted process which includes targeted keyword placement, link building, marketing and technical site modification. SEO is not a one-time procedure, like building a house, but rather an ongoing process, like tending to a garden.
Not all SEO Firms Are Created Equal
There are a lot of SEO companies out there, but not all are equipped to tackle the unique challenges faced by an orthodontic practice. If you want to ensure a successful SEO campaign for your own practice, you need to find a company that meets the following three criteria:
1) The company must understand how to optimize for local and regional listings. Many SEOs only understand the basics of Google ranking, without comprehending how to effectively target individual cities and regions.
2) The company must have at least a rudimentary understanding of orthodontics, insofar as they can “speak the language” and recognize how to target the optimal keywords and appeal to the right audience.
3) The company must possess a strong technical grasp of SEO as well as a strong marketing savvy. Search engines are now calculating user experience as an important metric in search rankings. This means that in order to succeed from an SEO standpoint, your site must have strong and persuasive written copy, laid out in a user-friendly fashion, thus ensuring that your site visitors actually remain on your site and find exactly what they’re looking for.
Local and Regional SEO
At Coalition Technologies, we optimize all of our clients’ websites for local search, using a combination of long-tail keyword optimization, citation building, and the maximum utilization of Google’s own local business listings. We also perform localized, targeted link-building efforts, and we focus our marketing efforts on your region specifically.
Additionally, we look at the bigger picture. For instance, let’s assume that you run an orthodontic practice in San Jose, California. We recognize that not all of your potential patients live in San Jose, so we optimize for surrounding cities and neighborhoods, like Campbell, Los Gatos and Santa Clara. We leave no stone unturned in ensuring that every potential patient has the ability to easily find your services online.
Understanding the Business
At Coalition Technologies, we work extensively with dentists, oral surgeons, and of course, orthodontists. We monitor the search trends on a regular basis, and we understand that web surfers are searching for more than just “Los Angeles Orthodontists.” If you want to optimize your site for an L.A.-based practice, for example, you will need to rank for terms like “Los Angeles periodontics,” “Los Angeles cosmetic dentist,” and “braces for adults.” We recognize what users are searching for, and we capitalize on those needs, ensuring that your business receives traffic from a wide variety of relevant search terms.
Most importantly, we get to know your business individually. What are you goals? What do you hope to achieve? What are your specialties? We learn everything about you so that we can tailor your SEO plan accordingly, ensuring the maximum benefit.
As previously emphasized, marketing and SEO go hand-in-hand. Google and other search engines are now looking at metrics like Bounce Rate, which is defined as the frequency with which visitors hit the “Back” button after viewing only one page on your site. Search engines also look at the amount of time spent onsite and the number of recurring visitors, in order to determine whether a site is giving web surfers what they actually want.
In order to keep the bounce rate law and ensure that users find what they need, we tailor each page to a target audience, with well-written and highly persuasive copy to maintain people’s interest and appeal to their search queries. As a result, visitors spend more time perusing your pages, and the search engines see that your site is worthy of superior search rankings.
Give Us a Call
Though we are an SEO firm in Los Angeles for orthodontists, our scope spans far beyond the L.A. area. If you’d like to learn more about how our superior SEO services can help you to take your orthodontic practice to new heights of success, give us a call at 1-310-827-3890 to receive a free quote.