When it comes to the dental implants business, digital marketing is the key to growing. One of the best ways to market your website for free is to become a top search result on search engines like Google, Bing, Yahoo!, and DuckDuckGo.
But that’s easier said than done. To become one of the top search results, you need to know some fundamental tricks.
How does internet search work?
An internet search is when you type a word or series of words into a search engine and then wait to see what results pop up.
You’ve probably done it hundreds of times. Maybe you want to know the main actor’s name in Bridgeton and what he’s starred in before. Or, you’re on vacation, and you’re looking for a good Chinese food place close to your hotel. In most cases, you use a search engine to help you find your answer.
But how does a search engine find the best answer to your search?
According to the site Moz, “When someone performs a search, search engines scour their index for highly relevant content and then orders that content in the hopes of solving the searcher’s query. This ordering of search results by relevance is known as ranking. In general, you can assume that the higher a website is ranked, the more relevant the search engine believes that site is to the query.”
That’s why the best answers appear on the first page of your search.
How can a website rank high in a search query?
So, how does a search engine determine who ranks high and who doesn’t? While each search engine uses a different algorithm, they all take into account similar things.
I’m going to look at Google since it’s the most used search engine out there. Google looks at two key components: authority and relevancy.
Authority means just what you think it means. It means your website is an authority in its field. This can happen through backlinks from other websites to your website, or it can happen through the quality of your content.
When explaining how its search algorithm works, Google says, “Beyond matching the words in your query with relevant documents on the web, Search algorithms also aim to prioritize the most reliable sources available. To do this, our systems are designed to identify signals that can help determine which pages demonstrate expertise, authoritativeness, and trustworthiness on a given topic.”
The more authoritative your site, the higher it will rank.
Relevancy is also pretty easy to determine. Do the words on your website match the words put into the search bar?
“The most basic signal that information is relevant is when a webpage contains the same keywords as your search query. If those keywords appear on the page, or if they appear in the headings or body of the text, the information is more likely to be relevant,” writes Google.
Keywords are the key.
How do I use keywords to boost my dental implant business website ranking?
The best way to use keywords is through text on your website, and the best way to compose text for your website is by creating a blog.
Search engines don’t like websites that simply put a bunch of keywords together to get traffic. It lowers the quality of the search results. So, the algorithms are built to weed out these sites.
By creating a blog and then scattering keywords throughout your blog, you’re loading your website with keywords without raising a red flag in the search algorithm.
How do I find keywords for my dental implants website?
Talking about keywords for a dental implants website is easy. Finding those keywords is a little more complicated. Here are a few good places to start.
Think About Your Customer
The first thing every marketer does is think about the customer. You need to be able to put yourself in your customer’s shoes. Why do they need your business? What are their biggest fears? What do they want to know about dental implants?
When you put yourself in your customer’s shoes, you can figure out what they’ll search for. Those search terms are a good jumping-off point for finding target keywords.
Finding the Right Keywords
You can also find the right keywords with a simple trick.
Just pull up a Google search window. In the search bar, type “dental implants” and then see what words Google suggests to complete your search query. Those are the most searched words on Google when “dental implants” is typed in.
These are keywords that you likely want to use on your website.
Dental Implants Near Me
One of the top search queries is “dental implants near me.” To make sure you’re at the top of the list when someone searches “dental implants near me,” include your address and the rest of your contact information.
You might also want to include a service area. List the names of neighboring cities or neighborhoods. If “dental implants near me” is a top query, then you can bet that “dental implants in…” is also a top search.
By putting city and neighborhood names that you service onto your website, you’re more likely to show up at the top of a person’s search.
Dental Implants Cost
Another top query is “dental implants cost.” While you might not be able to include an actual price because every client’s situation is different, you might be able to write a blog explaining the price range of dental implants and what goes into each expense.
People want to know what they’re getting into financially. Be the one to give them the answer, even if it is just an estimate.
Another thing you want to look out for when picking keywords is what’s called long-tail keywords. These are the same thing as keywords, only they combine three or more words or phrases. In other words, they’re longer.
Long-tail keywords tend to be more specific.
Consider your client. Is he going to search the internet for dental implants, or a term like “mini dental implants” or “3 on 6 dental implants”? Naturally, it’s going to be the latter.
Most people aren’t well versed in the dental implants business. They’re going to Google the terms that their dentist used. That means they’re not just looking for someone that does dental implants; they’re looking for someone that does 3 on 6 dental implants.
Long-tail keywords are searched for less often, but they are more likely to bring relevant traffic to your website.
Use Your Competition as Inspiration
If you’re still struggling to find keywords to help your company perform better in search engine searches, turn to your competition for help.
You can probably name five to ten businesses in your local area that you compete with. Don’t avoid them like the plague. Instead, take some time to study their websites.
What do you like about their website? Or what don’t you like? Which words are they using to attract customers? Are they using industry terms or phrases that you’re not using?
A competitor’s website will often pop up in a search query before yours because they’re using better keywords than you.
Finding the right keywords can be the best jumping-off point for driving traffic to your dental implants business website. It’s one of the simplest things you can do to improve your digital footprint.
If you’re not sure where to start or you need a little more help, the Intentionally Inspirational team is happy to help. To learn more about how we foster dental implant leads, click here.
For some more digital marketing tips to improve your dental implants business, check out this previous post.
Written by Erika Towne