How to Correctly Target Potential Dental Patients with Search Marketing
Are you looking for ways to get your dental practice listed high in search results?
Choosing keywords that support your practice’s marketing strategy is the first and most important step to targeting the right potential new patients the moment they search the Internet for services you offer.
Most of the time, dentists target keywords based on which services bring the highest revenue. While this makes sense, it’s also recommended to target keywords that you know potential new patients are looking for, as sometimes your preferred targeted keywords may not always align with what people are actually searching for in your area. For example, while you may want to target InvisalignTM, you may find that people in your area are much more prone to search for teeth whitening.
So, how can you figure out which keywords you should be targeting for your practice?
Google AdWords has a free keyword targeting tool that helps you identify keywords and search volume to see which keywords you can utilize on your website and in your pay-per-click dental advertising campaigns.
Now, let’s dive into how to target keywords based on paid and organic search.
1. To help improve your organic listings on search engines, you’ll first want to develop a content strategy that supports the keywords you want to target. An effective strategy should include common patient pain points, variations of your keywords through unique content, and ensure a natural reading experience (don’t make the keywords sound forced).
For example, you may find that “what is Invisalign” has a significant amount of search volume, along with “how much does Invisalign cost?” This research indicates that your audience may not know much about the product, but there is interest in it.
Your content strategy should then address these questions along with other related information. You may write a blog post that describes Invisalign and what it is, and a second post about how it works, if it’s covered by insurance typically, or what financing options are for it at your practice.
By targeting keywords that your audience is interested in on your website and blog, it can help you improve your rankings on Google and other search engines.
2. Targeting audiences via pay-per-click advertising is easier than targeting keywords for organic listings because you are paying for relevance, (rather than earning) to a search query. Therefore, you have more control over which keywords that you want to bid on, where you’d like your ads to appear and who you’d like to appear for (i.e. only people within 15 miles of your practice).
With pay-per-click, the key to targeting the right audience is understanding who you want to target and defining them through the options on the platform. You can also utilize the same keywords from your SEO strategy and implement them within your pay-per-click campaign.
For example, if you know that there’s an interest in InvisalignTM but it isn’t understood by your audience, your list of keywords used to inform you SEO content strategy can then double up as a list of keywords that you bid on with AdWords.
Then, you can take it a step further and target a neighborhood whose primary demographic consists of families with adolescent children within AdWords.
Finally, you should refine your targeted audience by consistently finding negative keywords (keywords that you don’t what your ads to show up for) and adding them to your campaigns. This way, you tell Google who you don’t want to attract to your practice. For example, someone searching for InvisalignTM may enter “is Invisalign a ripoff?” Therefore, you can add the word “ripoff” as a negative keyword so that your ad doesn’t appear for such searches, and waste precious budget dollars.
Want to learn more about each of these digital marketing channels? Check out our dental marketing resources section, where you can download free whitepapers on social media, pay-per-click, search engine optimization and more!