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Choosing the Best Dental Marketing Company

by | May 26, 2022 | Dental Marketing, Search Engine Optimization

Healthcare marketing is a nuanced and competitive space. We’re currently at the crossroads of escalated consolidation and private practice stabilization. As Digital Marketers, this puts us in a challenging place because dentists are choosing to join a corporate entity (DSO) or claim their local territory by same-store growth, expansion, or partnering with other practices. To patients, however, this may all look the same to them. Choosing the best dental marketing company is a important first step.

Should I be doing SEO or PPC?

The short answer is both. It’s important to know where to start though. Prioritizing your local presence starts with a high powered SEO (Search Engine Optimization) plan. Marketing budgets aren’t endless so we at Harris & Ward believe in building a strong foundation and that seo for dentists is a top priority.  Once your dental website is optimized for user experience (UX) and personalized to your business, your marketing strategy should focus on Google’s organic ranking factors and local seo. Below, we’ve compiled some interesting data related to SEO and PPC from wonderful, credible, third party sources.

ORGANIC SEARCH STATISTICS

  • Google processes approximately 70,000 search queries every second.
  • 53% of website traffic comes from organic search.
  • Almost a third of consumers search for local businesses on a daily basis.
  • Over 99% of all searchers click on one of the links in the first SERP.
  • Organic search drives over ten times more website traffic than organic social media.
  • The first result on a Google SERP has a 28.5% click-through rate. By the time you get to the 10th result, the CTR has fallen to 2.5%.
  • 95.88% of Google searches are four words or more.
  • Google owns 96% of all mobile searches and 92% of all desktop searches.

Dental Industry CPC Data

PAID SEARCH STATISTICS

  • 27% of website traffic comes from paid search.
  • In 2020, Google’s ad revenue amounted to $146.92 billion US dollars.
  • Advertising accounts for about 81% of Google’s total revenue.
  • Advertisers are predicted to spend $99.22 billion on search annually by 2024.
  • People encounter approximately 6,000 to 10,000 ads every day, on average.
  • The Google Display Network reaches over 90% of internet users.
  • Google Ads display network consists of over 650,000 apps.
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Average cost per click for search ads by industry

Average cost per click (CPC) is a simple measure of how much an advertiser is paying each time a user clicks one of their ads. Many factors, including your industry and the competition level of the keywords you’re bidding on, can affect your CPC. You can learn how cost per click is determined in Google Ads specifically with this infographic. Dental Industry CPC Data

Search Advertising Benchmarks

Average Cost Per Click Average Cost Per Click The average cost-per-click for a search ads in 2022 is in the range of $2 to $4. As has been the pattern in years past, industries with the highest average cost per click include Attorneys & Legal Services, Dentists & Dental Services, and Home & Home Improvement at $6-8 per click. This is not surprising as click-through rates for these industries tend to run lower than others, which can drive up CPCs.  These are competitive industries with higher marketing costs and longer decision cycles, but also a higher value placed on each individual conversion, since these services tend to be more expensive.

Average click-through rate for search ads by industry

Average click-through rate or CTR is an indicator of how relevant your ads are to the audience they’re reaching. Simply put, CTR is the ratio of ad clicks to ad impressions. A CTR of 1% means that 1 out of every 100 people who see your ad click it.

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What Does This Data Mean in the Dental Industry?

SUMMARY

  • Dentists & Dental Services as a category has positives and negatives
    • Second highest Cost-Per-Click (CPC) – $7.10
    • Third lowest Click-Thru-Rate (CTR) – 5.03%
    • Third highest Conversion Rate – 13.33%
  • Google Ads for dentists is costly but effective
  • Organic Search offers the most trusted search results
  • 52.5% of all search comes from the first three organic ranking spots.
  • Find the right Dental Marketing Agency.

 

Why Should You Take Our Word?

Here is an Orthodontic SEO Case Study

You can see what happened with this client’s orthodontics SEO after they decided to enroll in our Competitive SEO Plan. They came to us after spending five years with a company they met at American Association of Orthodontists (AAO) annual conference where they touted themselves as the best marketing dental practice company around. Small growth was being made but once we nailed down a specific, comprehensive SEO campaign run by an industry leading dental seo company, their traffic spiked from 25 to 165 visitors per month. Orthodontic SEO Case Study   Our team optimized their on-page SEO, web copy, and content, and we were excited to learn that their ranking keywords went from 50 to 595. These new ranking keywords were a big factor in boosting the client’s overall web traffic. Harris & Ward SEO Case Study   And finally, after the many guest posts we created and published for the client, we increased their links from 10 to 37. That’s a 270% jump in backlinks! Check out the chart below: Orthodontic SEO Case Study This Orthodontist has grown their dental practice by engaging in the 80:20 rule. Heavy emphasis on the search engine results page (SERP). Recognizing that page one of Google, including Google Maps should be the foundation of their marketing plan. They then supplement a structured set of target keywords through Google Ads. Google My Business (GMB), now known as Google Business Profile, is a crucial search engine optimization seo factor. People looking for “Teeth Whitening” or “Orthodontist Near Me” often get served listings from these profiles in the Map Pack of Google’s first page. It’s important to use all of Google’s tools to ensure you have the best chance to outrank your competition.

Takeaway

Individual SEO products can earn you more traffic or links, but in the long term, you need a comprehensive dental SEO strategy to jumpstart your site and maintain your gains. We work with dental offices across the country ensuring they have the top search engine results.  Many of them had experienced some periods of mild growth before our fully managed SEO marketing program sent their metrics through the roof! Our experienced dental seo experts can take a look under your hood and find out exactly what your site needs to beat the competition. Would you like to learn more about H&W or how we can help your site? Book a call with an SEO expert and we can have a conversation about your goals.

How to Do Keyword Research for SEO for a Med Spa Business

by | May 11, 2022 | Search Engine Optimization

About 70% of all online activity begins with a search engine. Unfortunately, most people (75% of search engine users) never check the second page. Without a strong search engine optimization (SEO) strategy, you might not reach clients online.

In order to develop a strong med spa SEO strategy for your business, you first need to learn how to do keyword research. Choosing the right keywords will ensure your med spa business appears in front of ideal clients online. Then, you can start booking more appointments to boost your ROI.

Not sure how to find the best SEO keywords for your med spa’s content strategy? Read on for the tips you need for beautiful SEO today!

Research Your Target Audience

Google looks for content that aligns with the search engine user’s needs. In order to create content your clients want, you need to understand who they are first. Before you can learn how to do keyword research, you first need to gather audience research.

For example, what beauty or health problems are your med spa clients currently facing? How can your services satisfy those pain points?

Understanding their needs, problems, and expectations can help you create high-quality, personalized content. Personalization can help you better appeal to your target audience. Otherwise, you might struggle to connect with consumers through your SEO and content marketing strategies.

In fact, generic content is now considered a turn-off. About 52% of consumers will switch brands if a company fails to personalize communications. Another 74% get annoyed when web content fails to meet their interests.

If you want to attract new clients to your med spa business, you need to understand who your clients are. Consider their:

  • Age
  • Gender
  • Location
  • Marital status
  • Household income
  • Buying behaviors
  • Interests
  • Hobbies
  • Pain points
  • Education
  • Career

Your clients will likely fall into multiple demographics and psychographics. Consider creating distinct buyer personas as you research your target audience. Creating personas will help you create personalized content for each group.

It will also ensure you find the best SEO keywords based on each group’s distinct needs.

For example, a 21-year-old college student likely has different needs than a 50-year-old man. These two consumers will likely consider different med spa services, too.

Understand the Search Intent

Understanding who your clients are can also help you better understand their search intent. Search intent indicates what the consumer expects to find during an online search. Usually, search intent is:

  • Navigational
  • Commercial
  • Transactional
  • Informational

Understanding the user’s intent will help you better understand the keywords they use during a search.

For example, perhaps the consumer wants to learn about your services. Maybe they need answers to their beauty questions. About 8% of all search queries are phrased as questions.

Answering the consumer’s questions can prove you’re able to provide them with the experience and expertise they need. It could also help you rank for featured snippets and voice searches. Featured snippets appear at the top of search engine result pages (SERPs).

Ranking at the top of SERPs can help you experience the benefits of SEO like generating:

  • Brand awareness and recognition
  • Website traffic
  • Brand credibility and authority
  • Brand trust and loyalty
  • Leads and sales
  • A higher ROI

In fact, over 40% of all voice searches come from a featured snippet. About 75% of these search results rank in the top three for a query. Meanwhile, nearly 50% of consumers use voice for general searches.

If your content doesn’t match the user’s search intent, it won’t appear for that search. If a consumer does visit your site and finds the content doesn’t meet their needs, they’ll leave. Your bounce rate will rise, which can hurt your search engine rankings.

Check Out the Competition

You can also find med spa SEO keywords by checking out your competitors. Review their blogs and consider what keywords they’re targeting for each post.

Think about the topics they’re covering and the types of content (blogs, videos, infographics, etc.) they’re creating.

Choose Your Topics

Select three main topics that suit your med spa business or niche. Then, consider what subtopics you can cover within each one.

For example, your med spa might specialize in skin rejuvenation, injectables, and vein treatment.

Under skin rejuvenation, you might focus on chemical peels, skin tightening, and sunspot correction.

Choosing topics and subtopics can help you organize your SEO research as you move forward.

Select Long-Tail Keywords

Once you know what topics you want to cover, you can start finding the best SEO keywords for each category. You can use tools like:

  • SEMRush
  • Answer the Public
  • Moz
  • Keyword Planner
  • Google Trends

When gathering keywords, look for long-tail keywords (which feature four or more words). Focusing on long-tail keywords can help you better understand the user’s search intent. One-word keywords, on the other hand, are broader.

For example, keywords like “skin” or “beauty” won’t help you determine the user’s search intent. The user might want content about:

  • Skincare products
  • Beauty magazines
  • Foods for beautiful skin

You likely won’t want to appear for these searches. Instead, focus on longer phrases that are relevant to your med spa business.

Choose Secondary Keywords

As you begin selecting primary keywords, consider adding secondary keywords to your list as well. Using the same keyword within a post too often could lead to keyword stuffing. Google might penalize your site as a result.

Instead, look for related keywords (synonyms or related terms) that are relevant to the primary keyword and topic.

Understand Keyword Placement

Once you’ve learned how to do keyword research, you’ll need to learn how to add the primary keyword to your content.

First, let the keyword inform the post. Don’t write a post, then add the keyword in after the fact. Otherwise, the keyword might sound awkward within the context.

Instead, add the primary keyword naturally as you write. It should appear in the:

  • URL
  • Page title
  • Opening and closing paragraphs
  • Body text
  • SEO title
  • SEO meta description
  • An H1 header
  • Image file name
  • Image alt text

If you need help gathering the best SEO keyword for your med spa business, consider working with an experienced agency. They can help you gather research, write content, and optimize your posts.

Keying In: Gather Keyword Research for Your Med Spa SEO Today

If you want to experience the benefits of SEO, you first need to learn how to do keyword research. Use these tips to gather the med spa SEO keywords you need. Then, start writing with your target audience in mind.

Give your med spa business a boost with these tips today.

Need help? Get ready to grow your business!

Contact us to get started.