Yankee dental building effective dental pracitc websites

Understanding Internet Marketing
for Dental Practices

Kathy Hokunson
Vice President Sales and Marketing

Siobhan Becker
Independent
Internet Marketing &
Social Media Strategist

www.site-seeker.com © 2010 Site-Seeker, Inc.

Who are we?
•  Founded in 2003

•  Corporate Office in New Hartford NY
• Satellite offices in Bloomfield CT, Rochester NY, New
Jersey

•  20 Employees

•  Full Service Internet Marketing Agency
• Search Engine Optimization Services
• Pay-Per-Click Management Services
• Social Media Implementation and Mgmt
• Web Design, Development, Applications & Testing
•  Analytics


Fast Track 50 of CNY MV Chamber of Commerce

3
4
2
Top 3

2007
2008
2009
2009 Business of the Year

B2B Twitterer of the Year

@KatieHoke


What We Will Cover

Part l Building Effective Dental Practice Websites
Building the foundation utilizing your website
Driving traffic to your website – SEO

Part ll Social Media:
Google Local
Blogging
Facebook


Understanding
your audience . . .


A Show of Hands

How many of you…

…are currently attracting new patients from your website?

…believe you could be attracting new patients from your website?

…are not sure where to start?


Why is the Internet relevant to
growing your practice?

•  50% of dental patients research their dentist
online before booking an appointment (less
than 9% would use the yellow pages).
•  90% of consumers trust online
recommendations from people they know.
•  70% trust opinions of unknown users.


The Internet makes an immediate and
lasting impact on how patients find,
evaluate and decide on a dental practice
• 94% of respondents take a dentists website
into consideration before booking their initial
appointment.
• Practice success depends on the next
generation of patients.


What patients expect to find online

Information relevant to your patient:
•  Do you offer the dental services I need?

•  Where are you located?

•  What do other people think about your dental
practice?

•  Do you make it easy to be your patient?
•  Practice hours
•  Online appointment requests
•  Email appointment confirmations


Drive
Your Website

Convert

Measure

Cornerstones to a successful Internet marketing strategy

DRIVE


Search Engine Marketing (SEM)

SEO Pay-Per-Click
The process of improving the An Internet advertising strategy
volume and quality of traffic to a used on search engines,
website from search engines via advertising networks, and
“natural” (“organic” or “algorithmic”) content websites, such as blogs,
search results. where advertisers bid on
keywords to achieve ad
placement.

•  In 2008 North American advertisers spent 27.5 billion on SEM, a 22% increase over
2007 and a 40% increase over 2006.
• From the emarketer digital intelligence website

Search Engine Results Page


Search Engine %

Google 66.2

Yahoo! 16.4

Bing 11.8

Comscore Numbers 11/2010
- Google


Let’s define SEO...

Search Engine Optimization or SEO is a multi – phase process.
•  To have a successful SEO program you must think of SEO in terms of ongoing
and in constant motion.

Two Phase Approach

Phase 1: Website Structure

Phase 2: Ongoing SEO Efforts


SEO Program – Phase 1
The Basics
•  Keyword Research and Selection
•  Title, Header, Keyword, Description, Alt Img
•  Content rewrite - keyword density
•  URL Structure
•  Navigation
•  Organization of code and link structure
•  XML sitemap
•  Robots.txt
•  Webmaster tools accounts
•  Analytics and conversion funnels
•  Establish a baseline

Keyword Research

•  What are your main objectives
•  New patients
•  Increase revenue for particular services
•  General dentistry

•  How do your patients refer to these services?


Keyword Selection


Google Trends – US Search


Keyword Selection - Summary

•  Keywords tell the search engines what your site is about

•  Don’t let the website designer pick your keywords
“Keyword”
•  Use words and phrases that your customers use


Content Writing for SEO

•  Not the same game
•  250 – 500 words
•  Use bullets
•  Use common language
•  One subject per page

•  Create Keyword Rich Content
•  Body
•  Headings
•  Image tags
•  Meta data


Break apart content
This is bad

Our Dental Services
Services
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
Service 1 nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse
molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim qui blandit praesent luptatum
zzril delenit augue duis dolore te feugait nulla facilisi.

nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
Service 2 volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation


Break apart content
This is good

Dental Service 1
Service 1

Service 1 nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat
Service 2 volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation


Crucial Elements of SEO – XML Sitemap

•  Generate a sitemap
- www.xml-sitemaps.com

•  Upload to your website.

•  Tell Google, Yahoo, and Bing to Read It
- google.com/sitemaps
- siteexplorer.search.yahoo.com
- bing.com/webmaster


Crucial Elements of SEO – Robots.txt

•  Create a Robots.txt file
- Can be done right in Google Webmaster tools
- Prevent spiders from accessing portions of your site
- Prevents duplicate content

•  Upload it to your website.


Establish Baseline & Benchmarks

How will you measure the effectiveness of your website?

•  Increased visitors to the site
•  New patient appointment requests
•  Patient referrals
•  Phone Calls


SEO – Phase 2

Ongoing SEO Efforts
•  Research and develop inbound links
•  Create Authority - Create Content Pages for:
•  social media
•  micro sites
•  301 redirects from alternate domains
•  Vertical search
•  Addressing website performance, strengths and
weaknesses as identified in GA reporting.


SEO Programs...

Are NOT a one time deal.
Ongoing process that requires
• Monitoring for cause and effect
• Modification of actions to increase ROI.

Many factors affect strength and positioning
• Addressed a priority basis
• Look for biggest ROI opportunities
• Stay abreast of changes


A Few Examples of Websites


Convert & Measure


On Page Engagements


On Page Engagements – What’s Missing?


Web Analytics Is...

the measurement, collection, analysis and reporting
of internet data for purposes of understanding and
optimizing web usage.
- Wikipedia

“Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research
and market research.”


What do you measure?


Overall Traffic

• We launched the site toward the end of June.
• Trafﬁc spiked in August, and has been sporadically up since then. 

www.site-seeker.com
© 2010 Site-Seeker, Inc.

Traffic Sources

• Referring sites make up the majority of the site’s trafﬁc, showing good efforts at linking
and social media.

www.site-seeker.com

Referring Sites

• Facebook sent over 28% of the site’s overall trafﬁc this quarter.
• We ran Facebook ads to drive trafﬁc to the Facebook page. The Ads received 278 clicks
and 862,879 impressions.

www.site-seeker.com

Search Engines

• Google is the most popular search engine, and its trafﬁc to the site is larger than its
market share.

www.site-seeker.com

AdWords

Keywords with geo-modiﬁers such as dentists in Jewett City & dentists in Norwich faired
better than general dentistry terms such as family dentistry, dental services and so on.

www.site-seeker.com

Paid Keywords

• The keyword [dentists] (a phrase match keyword) drives more than 76% of all
impressions.
• Dentists in CT, brought-in most of the trafﬁc via Google PPC.

www.site-seeker.com

Top Keywords

• Many visitors are searching for area-based dentistry practices.
www.site-seeker.com

Ranking Analysis

Keyword  Google Rank  Bing Rank  Yahoo! Rank 
about den+sts in jewe0 city  1  7  7 
about goodwin family den+stry  1  1  1 
affordable cosme+c den+stry jewe0 city  1  1  1 
affordable cosme+c den+stry, new london, ct  1  1  1 
contact den+sts in jewe0 city  1  2  2 
contact goodwin family den+stry  1  1  1 
den+sts in jewe0 city  1  9  9 
dr. steve goodwin lisbon  1  Not in top 100  Not in top 100 
dr. you dmd jewe0 city  1  1  1 
general den+stry jewe0 city  1  4  4 
preven+ve care den+stry jewe0 city  1  1  1 
preven+ve care den+stry norwich, ct  1  1  1 
preven+ve care den+stry, new london, ct  1  1  1 
about dr. steven goodwin  2  6  6 
affordable cosme+c den+stry norwich, ct  2  1  1 

www.site-seeker.com

Questions or Website Audits . . . .


Social Media


We hear it everywhere…

Social Media

“Social Media is, at its most basic sense, a shift
in how people discover, read, and share news
and information and content. It's a fusion of
sociology and technology, transforming
monologue (one to many) into
dialog (many to many.)
-Brian Solis


What are your options?

• Facebook

• Google Places

• Blogging

• YouTube


Google Places


2009

Get Listed - Step 1 www.google.com/places


Get Listed - Step 2 Create an account


Or claim an existing listing


Google Tagging


Measuring for Success


Local Search - Summary

•  Free
•  Easy
•  Trackable
•  Gets you there with little to no effort


What Can Facebook do for your practice?

•  Enhance internal marketing

•  Build a patient community and create relationships
with your patients

•  Promotes you and your practice as current and
relevant

•  Attract new patients

•  Receive patient feedback


Facebook


Facebook Customization


What can happen if you engage?


Or . . .


Incorporate it onto your website . . .


Facebook Insights . . .


Target your audience . . .


Facebook Ads . . .


Facebook – what to measure . .

•  Page “likes” are - they up or down?
•  Conversation & comments - are the
growing or flattening out?
•  Links to your website – are you
engaging people to want to know
more?


Establishing Credibility with Social Media
Create Accounts
(Name Claim)
Grow
Lead
Networks
Discussion

Become
the Expert
Participate
in Create
Discussion Content

Distribute
Content

How to Distribute Your Blog
Email Campaign

Other (links)…
Twitter

Blog Posts
Social
Facebook
Bookmarking Sites

www.site-seeker.com Other Blogs LinkedIn © 2010 Site-Seeker, Inc.

Wordpress.com vs. Wordpress.org


Wordpress.com

•  Free and Easy to Use

•  All setups and upgrades are done by the
program

•  Extra traffic from blogs of the day and tags

•  Easy to find similar bloggers through tags


Online Reputation Management

Personal Reviews
•  Yelp!
•  Google Places
•  Healthgrades
•  Wellness

Relax! Manage them, don’t react!


Bringing it all together . . .

Effective Practice Marketing
Is all about
ROI

Measure, Modify, Move forward


Thank You!
Kathy Hokunson
Vice President Sales and Marketing

Siobhan Becker
Independent Dental Consultant
(860) 748-4895
siobhan@contractors.site-seeker.com
www.site-seeker.com


Yankee dental building effective dental pracitc websites

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