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How to Boost Patient Outreach for your Dental Practice

It might seem odd to think of a dental practice as a business that needs marketing, but in the modern era, competition is everywhere.  Customer outreach is as important for dentistry as it is for the real estate market.  So, here are a few tips to get your dental marketing services in line and help to make sure that you can keep patients flowing into your office.

1. Set up a great website!

When you are looking for a product or service, what’s the first thing you do?  If you’re like most people, your answer is “look online!”  With all these contacts at our fingertips, why not?  Most people will use the internet to get dental health information and find a good local practitioner.  So, you want to make a solid site that’s focused on your area.  And a solid site means great visuals, excellent load time, and a structure that funnels customers to effective calls to action.

2. SEO!

Search engine optimisation.  This means that people who search for things related to your service or product, find your site.  After all, a site’s no good if no one sees it.  The whole key is to make sure that your marketing brings in more patients.  With dental SEO services, one of the key things is to focus on your local demographic.  People don’t want to drive three hours to reach their dentist.  They want something local, accessible, and as simple as possible.  This means that you can focus your site on your area and dramatically increase the site traffic that leads to physical traffic people walking in the door of your practice.

3. Can your prospective patients find you?

Internet visibility is a whole new creature.  It’s not just about a storefront.  If means making sure you show up on Google maps, dental directories and health listings, citations and links from other sites.  Internet visibility means that you can be found by the people who are likely to step through your door.  And that’s the whole key of having a website to begin with.  It’s the key that translates digital visibility to a filled schedule.

4. Are you reaching the people who want to reach you?

The internet is like an ocean.  You can reach the entire globe, across all ages, nations, across every demographic.  But that’s not what you want.  You want to narrow your outreach down to a target audience, to the kind of people who are most in need of your services.  Now, everyone needs dental services during their lifetime, but who is most likely to need to walk through your door in the next year?  The next month?  These are the people you’re talking too.  That’s your target demographic.  Aim your content effectively, and you speak to the people who will listen and respond.  One key role of a dental marketing expert is to help you identify your target audience and craft a message that will get them to your door.

This is just the tip of the iceberg when it comes to boosting your outreach and making your practice as successful as it can be, regardless of the competition.  If you’d like to know more, feel free to contact us.  Local Web has a team of experts in dental SEO and marketing services, ready to help you boost your client outreach.

Plus, if you’d like to learn more tips for marketing your dental service, click here for our free ebook.  You’ll find tips for online advertising, social media marketing, content creation, and loads more!  This is a comprehensive guide to help you make sure your dental marketing strategy is heads and shoulders above the competition.

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SEO Basics

Your website is your way of reaching out to the world, of getting your product, service, or resource out there for the world to see.  And it will come as no surprise to anyone reading this article that SEO is the way to make that happen.  As the world goes more digital every day, a well-crafted website with solid SEO is one of the most important keys to achieving success, profit, and recognition.  Many of our recent articles have focused on the fine points and details of Search Engine Optimisation, but sometimes it’s good to go back over the basics so we can get a solid overview of the process.  So, here we go!

First of all, what is SEO?  Basically, it’s tuning up your site so that you come up when people search for things related to what you have to offer.  The higher your search ranking, the more visitors you’ll get on your site.  If your site is well-designed and your product is good, more visitors mean more traffic and a higher percentage of conversions.  SEO is how you get found, so let’s look at the main tips for making that happen.

Step 1: Pick a Domain Name that Fits

Think about the main keyword that people will enter when they want your product or service.  Try to include it in your URL while making it simple and easy to remember.  An SEO expert tip is to stay away from hyphenated buzzwords, and go for something that reflects your brand and makes it easily rankable and linkable.  For local businesses, try to include your area in the domain name.  This will reach your target demographic more effectively and massively boost your conversion rate.

Step 2: Make a Keyword Plan

This is where you’ll need to do some research.  The broadest keywords will face pretty steep competition, so they won’t improve your raking very quickly.  But they are still essential for upping brand visibility in your niche.  Supplement these with long-tail keywords, specific search terms that people will enter when they’re serious about wanting to buy.  These keywords will be the backbone of your site, included in the content, tags, alt text, meta data, page titles, and other areas.  The best sites are focused around the keywords in ways that offer content and features that your customers want.

Step 3: Design and Build the Site

Search engine algorithms are constantly evolving.  One of the biggest keys to improving your rankings in the current web climate is to make your site user friendly and easy to navigate.  But this is only the beginning.  SEO should be built into the site from the ground up, using effective anchor text to link relevant pages and including alt tags behind banners and images.  These are the details behind the scenes that the search engine will evaluate, and keys to establishing your site as the go-to for interested visitors.

Step 4: Structure the Site Well

This is one place where an SEO company can help more than you might expect.  Web design often focuses on creating aesthetic sites, rich in keywords and targeted to engage your audience.  But the way your site is structured also has a huge impact on how search engines evaluate and index it.  From the very beginning, it’s important to use optimal linkages from one page to the next and name the site sections properly.

Step 5: Optimise Your Content from the Ground Up

Keyword stuffing is a thing of the past.  In fact, including irrelevant keywords can actually result in penalisation and drop your search ranking.  Content is king, and it’s more important than ever to make sure that your content is informative and valuable for your audience.  However, as with all things SEO, it goes deeper than that.  You also want to research LSI keywords.  These are terms related to your product.  Optimise your content with proper LSI keywords, and you channel heaps of more interested parties to your site.

Step 6: Optimise the On-Page Data Properly

Each page contains different tags and meta data.  Alt text and H1, H2, H3 headings are just a few of the things to consider.  Try to include relevant keywords in each of these, as well as in the first and last sentences of your content.  This is great for boosting your ranking, as well as making your site focused and clear for site visitors.  You can further improve your ranking by making sure keywords show up underlined, bold, or italicised.  Finally, make sure to create interlinks in the site.  In addition to making your site visible, effective anchor text and interlinking can make your site much easier to navigate. You may wish to do an SEO audit first to see exactly what needs to be done. 

Step 7: Build your Backlinks

One of the ways to establish legitimacy for your brand is to make sure other sites link to yours.  These are backlinks, and they create additional channels that let interested customers find you.  One helpful step is to reach out to authorities in your niche and request backlinks from them.  Another key is to seed article directories with content that links back to you.  Keep in mind that some sites will be more helpful than others in establishing your site and boosting your traffic.  This is another area that an SEO consultant can help.

Step 8: Establish Your Presence

This is what it’s all building towards, from the first step.  You want to be seen.  Optimising your site itself is a great first step, but to really improve your visibility, you want to make sure you show up in other channels as well.  Think social media.  Twitter, Instagram, Facebook, set up profiles on all of the active social media platforms you can find.  This raises brand awareness and brings it into the public eye, expanding your audience and building your client base.

Step 9: Keep Tabs on How it Works for You

Pay attention to Google Analytics and other services that let you monitor traffic, search results, conversions, bounce rate, and other features.  You have to adapt and grow with your audience.  So, pay attention to what gets results and watch the trends.  SEO is a continuing process requiring ongoing research and steady improvement.  A huge benefit of active monitoring is that it helps you to keep your finger on the pulse so that your deals and offerings are aligned with your demographic.

Step 10: Keep Up with the Changes

One of the best reasons to outsource SEO is that it’s a full time job to do it right.  It’s complicated and the algorithms continue to change.  Technology is continuing to develop, which means that new elements are being taken into consideration.  One great example is voice search.  People speak differently than they write, so voice search terms are different from written ones.  They have to be optimised in a different way.  The market continues to shift as well, putting different emphasis on select long-tail keywords and the market evolves.  An SEO expert knows the ins and outs of the process, and they can take care of the details so you can focus on building your brand and developing your products.

SEO is more than an investment.  It’s an essential element of success.  If you want to know more about SEO or to have your site assessed, feel free to contact us.  At Local Web, we’re dedicated to making your site visible and helping your business to achieve its potential.

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The Importance of Keyword Research and Benefits of Having a Keyword Plan

Keywords are one of the basic elements to any SEO strategy.  They are the words or phrases that people enter into a search that then lead to your site.  So, to get your site in the public eye, you need to know what keywords your target audience will search for, and then optimise your site for these terms.  The first step for any SEO company is keyword research.

So, what is keyword research?  Why is it important?

In essence, keyword research means looking into the key terms that will be entered into a search engine by people who want to buy what you have to offer.  So, if you have a dental office in Bondi, for example, you’ll look for what people enter into the search field to find Bondi dentists.  You’ll find terms like “Bondi dental,” “Bondi Junction dentist,” and “Smile dentist Bondi Junction.”  You’ll notice that these terms make use of the local audience of the practice, as well as the most common terms that interested parties will enter into a search field.

The key here is that you want your site to show up when interested people search for it.  An SEO Expert will do keyword research to find the appropriate “long tail keywords”, or the specific search terms that mean the right customers can find your site quickly and without hassle.  Plus, you tune your website outreach to the customers that are more likely to turn into conversions.  If your website is like your storefront, keyword research means tuning in to your customers to find out what should show up in your display window.  This attracts the right customers into your shop and makes sure that your sales figures go up.

Keyword research is helpful in a number of other ways.  For one, it gives you direction and focus.  When dealing with a global audience, it can be tempting to provide that little bit for everybody, to spread your focus across the entire potential customer base.  But the thing is, your business doesn’t specialise in everything.  It can’t.  There are some things that you are good at, and some things you offer.  Focus your customer outreach on these areas, and you’ll have a much higher traffic to conversion ratio.  Plus, this leads to more site time and a lower bounce rate, which boosts your search rankings even more.

Keyword research performed by an SEO professional helps you to expand your business in a way that meets your target audience.  The people who are interested in your product or service will be interested in other related products.  When you do keyword research, you find long tail (conversion-ready) keywords that are associated with your current focus.  In short, you get clear, business-actionable pointer as to how best to expand your business.  To top it off, you make your efforts more efficient, devoting your time and energy into the things that can make your business more successful.  Less wasted effort and more bang for your buck.

Finally, keyword research takes care of the competition analysis as well.  If you know what your target audience is searching for, you can tailor your site to what they want.  You can do it in a way that boosts your search ranking, making you more visible in organic searches.  And, by focusing on long tail keywords, you capitalise on conversion-ready searches, giving you a huge advantage over sites in your niche that focus on more general terms.  This also gives you insight into your customers that will make PPC ads even more effective.  In short, keyword research helps you to get a finger on the pulse of the market, and a well-designed site and marketing stream can take it from there.

So what’s the next step?  After you’ve done your research, it’s time to make a plan.  A keyword plan is a list, based on your research, of the specific short- and long-tail keywords that you’d like to base your content around.

There are a number of free keyword planers online that can help you to do this, including AdWords Keyword Planner.  This focuses exclusively on Google algorithms, but since Google is the number one search engine currently in use, this simply means that it capitalises on the bulk of the available traffic.  However, a professional SEO company will go through keywords that are “hot” for each search engine, cross-check this with your target demographic, and establish a list of keywords that will maximise traffic from all search engines.

This means that you optimise your site to channel all relevant traffic, from all engines, to your site.  And, once again, it focuses on conversion-ready searches.  So, instead of shooting in the dark, you’re tailoring your site to show up for those people who are ready to become customers right then, and for those who are likely to become customers in the near future.

The upshot?  Keyword research and planning is the best way to capitalise upon your online visibility.  People search, and they convert, and they do it all on the basis of what they find in the easiest search with the lowest hassle.  Effective research and planning can make your site the one they find.

If you’d like to know more about keywords or get a free quote on keyword optimisation for your site, feel free to contact us.  At Local Web, we’re dedicated to making your site the hottest commodity for your target audience.

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Website Usability and SEO

We all know that SEO is essential to make your website successful.  And while finding a top-notch SEO expert to vamp up your site is the best way to go, it also helps to know what constitutes an excellent and high ranking site.  The core of the matter is that there’s a tradeoff.  On the one side, you have the Google algorithms.  They look at things like load speed, keywords, header tags, and a number of other details.  Image optimisation, multimedia content, mobile optimisation, all of these things are necessary, but it doesn’t end there.  Plus, there are times that these things can lead you astray.

What’s the key? Website usability.

A solid SEO professional will let you know that one of the first things you need for your site is fresh, relevant content.  And that’s awesome.  But what happens when you get to a site and can’t figure out where to find the content?  If your “blog” button is buried in an unlikely drop down menu or hidden at the bottom of the screen, users will have a hard time finding it.  This means that your content is maybe 10% as effective as it could be.

Fresh content alone will count positively towards your search ranking.  It’s even better when visitors to your site spend time reading that content.  This counts towards another important metric: dwell time.  You want to lay out your site so that users can find what they want to easily.  This means easy navigation, clear call to action buttons, and an intuitive interface.  Once people find something that interests them, they’ll look at it.  Which means, instead of getting a “bounce” – a click away from your site without engagement – you get dwell time.  Users stay on your site longer and interact with it.  This is a key element in boosting your site ranking, and that’s just the beginning.

Website usability means moving beyond just optimising the site for the search engine.  It’s about optimising the site for the people that visit it too.  User friendly is the name of the game.  The search engine isn’t going to purchase your goods or services.  People will.

So, if you want to move beyond mechanical SEO, there are a number of usability elements to consider:

1. Effectiveness

Put yourself in the place of a prospective customer.  Act like you’ve never seen the site before.  How easy is it for you to find what you’re looking for?  You have questions.  Can you find the information you need?  You want to make a purchase.  Can you do that without the hassle of looking around for several minutes?  How about contact information?  Make it easy for someone who is visiting your site for the first time.

2. Efficiency

Efficiency and effectiveness go hand in hand.  Make the site clear and easy to navigate, and you have effectiveness.  Make sure the customer can get where they want and do what they want with a minimum of time and effort, and you have efficiency.  Visitors will bounce away from your site if they can’t figure it out quickly.  So, make it quick and clear, and you increase dwell time.  That means you increase SEO rankings and boost conversions at the same time.

3. Learnability

Learnability follows from both effectiveness and efficiency.  A key tip: make call-to-action buttons clear and consistent with what users expect from previous experience.  If too much time is taken up learning how to use the site, then users are less likely to spend time looking at your products or reading your content.  Plus, if it’s too much of a challenge, you’re less likely to get repeat visitors.  So, you want to make the site as intuitive as possible.  Make it as easy to learn as possible.

4. Memorability

So, this fundamental aspect of usability is geared entirely towards repeat visitors.  Repeat traffic is a good thing.  It boosts your rankings, on the one hand.  On the other, visitors are far more likely to turn into conversions on repeat visits than on the first time to your site.  So, you want to make the name to be memorable and distinct.  It also helps to have a unique and simple URL.  The easier it is for customers to find your site again, the more likely you are to have return visits.

5. Error Prevention

Get the bugs out.  The last thing you want is for site users to run into a 404 Page Not Found.  It’s not much better if they click a link and find themselves on a completely unrelated page.  So, keep your page links up to date.  Fix all broken links promptly.  Make sure that the links are clearly marked for the appropriate destination. 

For the most part, SEO best practice and website usability will go hand in hand.  But, there are some cases where they can move in different directions.  Consider keywords, for example.  If you stuff a page with keywords or alter the vocabulary to make sure unrelated keywords fit, you might have a negative impact on reader experience.  If worst comes to worst, it can make the site hard to comprehend.

Another aspect of this is outbound links or interlinks.  Links are a great way to boost your search rankings, but a solid SEO company knows that filling a page with links or stuffing the site with unrelated links can take away from usability and ease of navigation.  The same goes with footers.  You can stack them with keywords, but too many can create confusion when a visitor is trying to find a particular page.

All of these aspects address a trade-off.  Do you want more traffic, or better user experience?  Optimally, you want both.  But, if you need to lose a bit of traffic to increase dwell time and drop bounces, you’ll still come out ahead.  Make user experience central, and your site will be more successful than those that pull out every SEO trick in the book.

If you’d like to look into optimising your site, contact us.  At Local Web, we’re dedicated to making sure your site is as successful as it can be.

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Top Website Design Trends for 2019

Web design is an art that develops so quickly, it’s hard to keep up with the current trends.  Even when you work with top notch SEO services, it’s essential to keep up with the current trends in web design to make sure that your site stands head and shoulders above the rest.  The current trends in 2019 are a reflection of the cumulative development of digital trends throughout the last decade.  The current styles and fashions continue to grow and develop, each year.  The most savvy, well balanced website design for the current era looks completely different from the best designs from 2015.

The best websites in the new era are moving towards complete creative expression.  We’re letting go of the traditional models – traditional stock photos and grid layouts – and moving into the asymmetrical layouts, vibrant colours, and bold, unique illustrations.  Virtual reality augmented reality, and artificial intelligence are becoming ever more accessible.  Animated illustrations are replacing static pictures, and aesthetic qualities are moving further toward quality of user experience.  2019 reflects a blend of technological innovation and aesthetic appeal more fully than any previous year.

So, let’s have a look at some of the current trends and explore some predictions for new styles ringing into website design for the next decade.

1. Organic Natural Shapes

In the past, computer art has been associated with clean lines, grids, and orthogonal frameworks.  The thing is, these images have a constructed feel to them.  Organic shapes are irregular and asymmetrical.  Despite the clean feel of geometric structures, we naturally feel more comfortable with curves and imperfection.  A sense of spontaneity comes in with hand drawn figures and random splashes of colour.  This brings in the feeling of movement and makes the page elements stand out.

2. The Black and White Motif

More colour means that it stands out more, right?  Well, not always.  Black and white images have a higher contrast than colour images.  The stark contrast can actually strengthen a brand and unify the mood.  This approach emphasises shading and texture, clarifying shapes and bringing in a sense of clarity and assertiveness.  The look is striking, and it can be enhanced with the addition of small amounts of colour, so long as the pallet remains limited.  The colours can be used to bring attention to call to action buttons or other points of interest.

3. Chatbots are Coming onto the Scene

As technology, AI, and responsive algorithms develop, so does our capacity to use technology to mimic human action.  Chatbots are one reflection of this.  Chatbots let you provide a responsive, helpful personal interaction for the visitors to your site, whether there’s a person on the other end or not.  Chatbots help to increase user engagement and automatically offer personalised recommendations to site visitors.  They customise site experience and help to boost brand awareness.  A solid SEO company will be up on the new developments so they can help you incorporate chatbots in the way that brings the most benefit to your company.

4. Minimalism

More is better, right?  When you put up a whole slew of choices, the customer has a wide range of options to choose from, and they’re more likely to choose something, out of the options provided.  Well, not really.

Minimalism is a way of reducing the noise on your website.  It focuses the user’s attention on just the elements they need to see, on just the ones that they can select and even those that move forward to conversions.  This reduces the need to choose or confuse the user with excess options.  Minimalism can be expanded with fade-ins and animations so that more information can be linked into a single presentation without excess noise.  Alongside this is clear typography, clear contrast, and enough whitespace to constitute elegance.

5. Micro-Interactions

Customer engagement is one of the biggest keys to successful site design.  And, one of the biggest keys to this is micro-interactions.  These are ways to bring in an engaging, human response to the user experience.  It’s a way to reduce the bounce rate of the site and increase the click through rate.  Micro-interactions are small interactions that encourage a user response.  So you enter a site, and you’re given a choice.  Or an option.  Or a new experience.  So you tap into this new option, and next thing you know, you’re brought to a new page or new step along the way.  This is one step to upping engagement, to getting a user to spend more time engaging with your site.  Consider chime, scrolling and hovering engagements, and more.  These are ways to make the page smarter and more responsive.

6. Up the Video Content

So there’s the basics.  Users are more likely to engage with video content than with text.  They help you to engage with clients more effectively.  It brings in diversity to the page and offers more in depth information, more readily received by clients, than you can get in any other way.  On top of that, embedded videos boost your search rankings and cater to your audience.  This means that your site can be found more easily with searches and that your content comes across efficiently and in a way that’s easiest to share.  A good SEO expert will make sure that your site includes the necessary visual content, so make sure they can give you tips to make the most of this feature.

7. Expand your Reach

With this one, it depends on whether you are working with a local or a global business – in some ways.  With a global business, you want to make sure that your website is translated easily into different languages.  You want to make sure that everyone who is interested in your product can understand the site and engage with your content.  This means using translation applications or services.  Several CMSs come standard with these options, but you may have to use another service to fill in the gaps.  However, even in local businesses, you want to make sure that the images and content reflects the diversity of your target demographic.  Let everyone you might connect with know that they can connect with you.  Let them be reflected by your site content.  Diversity is the key to the new era, so it should be reflected in your customer outreach.

These are just a few tips to help you make the most of your website design this year.  However, it’s just the tip of the iceberg.  If you’d like to get a professional option or have a consultation on the design of your website, feel free to contact us.  At Local Web, we’re dedicated to making sure that your site reaches everyone it can and is as successful as possible.

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Basic Tips for Writing a Successful Dental Blog

No matter what industry you’re in, creating solid content is one of the best ways to connect with customers.  And, you need content that’s SEO-friendly, engaging, and relevant.  Plus, it needs to be consistent and fresh.  But how can you connect with patients on dental topics and keep them interested?  How can you make it engaging and valuable for the reader?  Read on for some key tips for creating a successful dental blog:

No matter what you’re writing, there are certain key steps for making it successful.

1. Remember that you’re a conduit.

Whether you’re doing dental marketing or talking about real estate, you have useful information to pass along.  You want to use your blog to offer value to your clients, to both existing patients and new ones.

2. Consider the common questions or problems you encounter when working with your patients.

No doubt, you’ve had to answer the same questions again and again when dealing with different patients.  Think about the ones that come up most often, or the advice you have to give regularly.  This provides key points that you can share with your readers.

3. Distill the answers to these questions into a clear and easily understood lesson.

Avoid getting too technical.  You aren’t talking to a dental association.  You’re connecting with patients every day, so speak on their level.  Make it something that they can understand easily.  Shape the lesson into an answer for a single question or problem.

4. Use the question or problem as your intro.

Look at the central issue and begin writing there.  Remember, this is the first thing that your readers will see.  They’ll need to understand that your blog answers this question before they are motivated to read on.  This is where you start to show value with the writing.

5. Move from the problem to a solution, and make it actionable.

Remember that you aren’t writing just to educate people.  Sure, that’s part of it.  But another big part is to motivate people to take action.  So let them know what action needs to be taken.  Maybe it’s a matter of regular care, or maybe it’s a particular dental service.  Make the required action clear, and link it to the initial problem or issue.  Give advice that they can use now.

6. Explain the benefits of taking action.

So you’ve shown that the action links to the problem.  That’s a start, and it’s a good one.  The next step is to show how it will benefit your reader.  Once again, make it clear and direct.  Most people are into immediate benefits, so they need to understand what those benefits will look like in their lives.

7. Start with your best tip.

What’s the #1 problem you encounter with your clients?  Think of what most of your clients want or need to hear.  Remember that your blog offers value to your readers.  If you offer a few tips in one blog, make sure to put the best one first, as attention spans can be short.  Pack as much value as you can into the very beginning, making it simple and accessible.

8. Make it visible!

Once you have something written, get it onto your site.  It won’t do any good to have the best, most engaging, most relevant blog you can write, and then let it linger in your Word files for days or weeks.  Once you have created content.  Upload it.  And then start thinking about the next big tip you can share.

This is just a rough outline, but it’s enough to get you started.  If you’d like some pro tips for making this happen, or if you’d like to look into a dental marketing consultant, feel free to contact us.  Local Web is Australia’s premier solution for dental SEO services and dental marketing services.

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3 Ways to Get More Online Visibility for Your Dental Practice

 

3 Ways to Get More Online Visibility for Your Dental Practice

How to Get Online Visibility Through Dental SEO

Building a large client base is one of the most important things a dentist has to focus on. Read on to learn how to increase your online visibility with dental SEO.

Are you struggling to gain more online visibility for your dental practice?

If so, you’re not alone. In fact, 63% of businesses list attracting more traffic and leads as their biggest marketing challenge.

While the challenge is there, success is possible. In this post, we’ll reveal four proven ways to boost your online visibility and attract new patients to your practice.

1. It’s All About Dental SEO

You’ve probably heard the term “SEO” before, but what exactly is it?

SEO refers to search engine optimisation. It means your website must be designed in such a way that Google (and other search engines) move it towards the top of the search results.

Let’s say a potential patient Googles “best dentist in Sydney” and your practice comes up on the seventh page of search results. Is she ever going to find your website? How often have you scrolled to the seventh page of search results?

This is why Dental SEO is crucial for building your online visibility. With the right SEO strategies, you can boost your website higher in the search rankings so more people will find it.

2. Push for Patient Reviews

Did you know that 88% of people trust online reviews as much as they do a personal recommendation from a friend?

While word-of-mouth is still a proven method of getting new patients in your chair, you can’t rely solely on it anymore. Part of growing your online presence includes as many positive patient reviews as you can acquire.

Think about it this way. Let’s say your dental practice is listed next to another one in the search results. You have zero online reviews, while your competitor has over 50.

Whose office is that potential patient going to choose?

To start growing your reviews online, send out follow-up emails that encourage patients to leave a brief review. You might also consider offering incentives (“$10 off your next cleaning”) for patients who take the time to write a review.

3. Create Social Media Buzz

Another strategy to grow your online visibility is to be active on all relevant social media channels. Facebook and Twitter are great places for dentists to get their services in front of many viewers.

Facebook allows you to run targeted advertising campaigns, which you can narrow down to your local area. This is a great place to share your latest blog posts too.

Twitter allows you to send out brief, pointed messages to your followers about current specials or other goings-on in the office.

Instagram is another social media channel that’s heavy on imagery. This is a terrific place to post before-and-after photos of current patients (with their permission, of course).

Another helpful suggestion? Get specific about the procedures you specialise in and want to do more of. That way, if someone is looking for Invisalign or dental implants, they’ll know you’re the best dentist for the job.

Boost Your Online Visibility Today

By implementing these dental marketing strategies, you’ll soon be on your way to boosting your practice’s online presence.

For more helpful advice on growing your business, check out our latest blog posts.

Interested in professional help with your website or online marketing strategies? Click here to get a quote or use our free SEO audit tool.

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How Small Business Owners Can Take Advantage Of Local SEO Services

 

How Small Business Owners Can Take Advantage Of Local SEO Services

Are you a small business owner wanting to break into E-Commerce? Click here to learn how local SEO services can be of use to you.

As a small business owner in Australia, you want to survive and thrive. In June of 2015, of the 2.1+ million small businesses that began four years prior, less than 1.4 million were still around.

It is tough being a small business owner, especially if you want to break into e-commerce. Many factors go into being successful at e-commerce, such as site authority and customer outreach. Optimising these things goes a long way towards improving the effectiveness of your e-commerce company.

One important aspect of a thriving e-commerce company is local SEO. In this article, we’ll show you what local SEO is, how it makes or breaks your business, and how local SEO services benefits you in the long run.

What is Local SEO?

Local search engine optimisation is essentially optimising your websites, landing pages, and product pages online for location-based searching.

This is important for every type of company, especially brick and mortar businesses. 43% of Google searches and 45-50% of mobile searches were local in 2012 and 2013 respectively.

Local SEO uses keywords that do well on their own, then adds the location to make it specific to actual searches. For example, instead of “landscaping services,” it turns into “landscaping services Sydney.” It takes the keyword – usually a service or item – and couples it with a geographical location.

This creates a niche where companies can hold a monopoly of sorts over these long tail keywords. When you dictate the market for your area and search engine keywords, your visibility increases. You make it easier for customers to find your business at the expense of your competitors.

Why Does Local SEO Matter?

Local SEO improves the potential clientele and clickthroughs to their sites.

Every now and then, visitors come to your site looking for your product or service, only to discover your business is in Australia, while they’re in the States or the UK.

With local SEO, you get to double up on your industry. Not only are you in the commerce industry of your choosing but also the Australian industry.

Instead of an auto dealership, you’re an auto dealership in Brisbane.

Rather than a pet store in general, you’re a Melbourne pet store.

The subtle difference of adding your exact locale is crucial to your bottom line. Sales, industry prowess, and search engine optimization are all boosted with the inclusion of your city, town, area, county, or nation. Adding the location of your business brings in customers that are local and ready to buy now.

What are Local SEO Services?

There are various ways to upgrade your local SEO. But sometimes it’s worth the cost to invest in local SEO services. Of course, list your business on Google and the other sites that ask for your company’s location; after that, go with local SEO services.

Why? Because local SEO services are experts with deep-rooted knowledge of the best SEO practices. They know what works in your industry, they stay up-to-date on current marketing trends, and they research your location to see what local SEO keywords customers use the most.

An SEO service is a powerful asset because your team can use the results from their findings in your web copy, email campaigns, and other online content. Your company becomes a widely-known company in your industry and in your area.

Should You Use Local SEO Services?

You have two options: Use local SEO services or do your own local SEO research yourself.

There are complications that come with doing everything on your own. You’ll have to employ somebody new to conduct SEO research and use that information for your content or choose somebody already on your team to do this while still doing their normal tasks. This creates burnout, underwhelming results, or unhappy employees.

Or, you can do it yourself…which will end with the same results, except you are the unhappy one.

Local SEO services take the stress out of SEO research and implementation. You get the best data on your industry and location from a service with years of SEO experience. They are professionals. They’ll find what works for your industry and your location, and they do it with record speed due to experience.

If you want quality local SEO data, using the experts is your best bet.

What is Local Web?

Local Web is a local SEO service that focuses on the aspects that matter.

We check your overall SEO “score,” or how well you’re performing online. We also use smart SEO strategies to find out how to target local customers who are actively searching for your products or services. Using decades of combined experience, we convert and connect people to purchase what you have to offer.

Local Web offers other services as well. Not only do we conduct fast, efficient local SEO research, but we will give you the best AdWords or Pay-Per-Click advertisements to bring business to you. We also specialise in web design optimised for your ideal customer.

Not only do we make it easy for your customers to find you; we make sure you’re set up for success once they do.

Your business can be the end-all, be-all for your industry and your location. However, the only way you can do this is by optimising everything you do online. When you have neither the time or resources to do SEO in-house, get a service to do it for you. It’s one of the smartest decisions you’ll ever make.

Give Your Business the Help it Deserves

Local SEO services are necessary for a thriving local business. In Australia, you want customers to know you for what your company specialises in. While you can have big goals like “the best [insert business] in the world,” starting with your city or area will do wonders for revenue.

You now know what local SEO is, why it’s important, and how services can skyrocket sales for your e-commerce business. Find your go-to local SEO service and watch your company grow.

If you’re looking for local SEO services, such as SEO audits, research, AdWords, web design, and more, see what Local Web can do for you!

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Making the Case for Your SEO Investment

Smart business relies on wise choices.  Investing your money in a way that brings a great return.  So, you might be a bit hesitant to swing a chunk of cash into SEO.  That’s understandable, but when it comes right down to it, SEO is one of the most important investments you can make for your business.

For your business to be successful, you need to be able to reach your customers.  More traffic means more conversions, especially when you do it right.  The thing to remember is that SEO strategies are evolving all the time.  The top tips for last year will require more time and money for less of a return.  It can be a full-time job to keep up with the current trends so that you can keep your company on the first page and make it stand out from the crowd.  This is why investing in top notch SEO services can mean the difference between treading water and seeing growth each quarter.

Just to get an idea of what your SEO company will actually do for your bottom line, let’s take a closer look at some of the steps and details involved.  Search engine optimization is all about building bridges to reach your customers.  Some of the basic tools for this are email marketing campaigns, affiliate and display marketing, and pay per click advertisement.  And of course there’s the natural search.  It’s free, but if you rely on this alone, it will take more time than you want to spend to boost your site ranking.

In previous years, you could trick the algorithms a bit with black hat techniques.  Cloaking, keyword stuffing, etc.  These days, though, you’ll get penalized for using these tactics, so the approach has to be adjusted to match.  Link earning, content marketing, and on-page optimization are the way to go.  These tactics help to get your site ranking for popular search terms, especially buyer intent keywords which customer will enter when they’re ready to make a purchase.

The first step in optimizing your site is to do an SEO audit.  This is a thorough review of your site and analytics to understand what search terms are leading to traffic, leads, and conversions.  It lets you explore your strengths and weaknesses and see where improvements can be made.  Plus it gives you a list of the keywords that you’ll want to optimize your site and content around.

After the audit, you can start looking into the actual numbers, into what kind of returns you can expect for your SEO investment.  The first thing to keep in mind is that you’ll get more bang for your buck by focusing on Google, at least in the current climate.  While there are lots of other search engines out there, Google currently accounts for nearly 90% of web searches.  This may shift up in the future, but an experienced SEO company will know that you can get a lot more traffic and conversions more efficiently by narrowing the focus.

So, once you have a list of the terms that bring in the most customers and conversions, the next step is to look into how many monthly searches are made for each keyword or phrase.  Thankfully, this is made easy with the Google Keyword Tool.  You’ll have to consider the location of your demographic.  Are you connected globally or locally?  Enter the desired location and the key term, and then select exact match, as you want to search for the term itself, rather than something close to it.  Then search, and you’ll get a report of the average number of Google searches made for this keyword in a month for the area you specify.

Next, you want to consider the click-through rate.  Since the figures relate to total searches, only a fraction of them will result in a click-through to your site.  A major goal of SEO is to improve this click-through percentage for your site.  Consider how many conversions you would like to see, and then use this to figure out what percentage of these monthly searches you would like to see for your site.

Obviously, the very first ranking is going to get the lion’s share of click-throughs, anywhere from 18% to 52%, depending on how specific your niche and area are.  This is significantly higher than the CTR for even the second ranking, but you can boost your percentage with rich snippets and improve conversions by optimizing for search intent.  Look into the typical click-through rate for each of the top ten rakings in Google.  Multiply the percentage of each ranking by the total monthly hits, and you’ll get some numbers relating your ranking to monthly site traffic.

Now you can move on to the final step, which is to create some figures reflecting how SEO and rankings impact your bottom line.  The initial audit will give you a clear idea of the percentage of conversions you’ll get for each key term.  Factor in your site traffic projection for each range, and this will give you an idea of how many conversions you’ll get each month for each ranking position.  Multiply this by the average order or lead value, and you’ll get a dollar estimate.  And this is where you can really see how SEO impacts your profit.

This may sound a bit complicated at first, but it’s actually easier than you think.  Have a peek and see what it will mean for your company to outsource SEO to the pros.

If you have any questions, or you’d like to get an SEO audit to get started, feel free to contact us.  You can also visit our site for a free tool that lets you check how optimized your site is for each keyword.  At Local Web, we’re dedicated to providing top of the line service for all your SEO services in Sydney and beyond.

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2019 Strategies for SEO

SEO is the #1 key to making your site – and your business – truly successful. The challenge is that Google’s ranking algorithms are changing all the time.  Plus, the landscape is becoming more competitive every day.  This means that conventional SEO strategies are taking more time and more money to get the same results.  And, since we don’t have unlimited resources and time, we have to think outside the box and adjust our approach to get the best results.

What you really want out of SEO is traffic.  More than that, you want the kind of traffic that will lead to conversions.  Here is a strategy keyed to the current developments in digital marketing. We’ll explore four simple steps that can multiply your traffic and conversions in the year to come.  Maybe you outsource SEO services, and maybe you do it in-house.  Either way, the following steps will give you a clear idea of how to focus your efforts.

1. Instead of trying to randomly increase traffic, look into attracting those who want what you have to offer.

An SEO company does this by using buyer intent keywords.  These are keywords that a person will enter when they want to buy a particular brand or product.  After entering a search for a particular product or brand, customers are ready to make a purchase.  And, while these are the most expensive keywords, they’re also the ones that give you the best ROI.

The drawback is that these are the most competitive keywords and they’ll often take the longest to rank.  So, how can we get around this?

What you really want to do is find less competitive keywords that can rank more quickly.  They may take a bit more time to do the job (as long as a few weeks), but it’s still faster than waiting for the high-competition words to rank.  Google Correlate is a great way to find these low-competition keywords.  Just enter the buyer intent keyword in Google Correlate and a time frame.  This will bring up a list of other keywords that prospective buyers search for before looking for a given product.  These terms will reach the same people who want to buy, but before they’ve gotten to the conversion stage.

For example, if you enter “dental SEO services” and “1 week”, Google Correlate might offer keywords like “marketing services for dentists”, “dental marketing expert”, and “SEO services for dentists”.  These are terms that a prospective customer will enter about a week before entering the buyer intent keyword.  Next, you’ll want to write a detailed blog about one of these topics, rich in the low-competition keywords, and you’ll funnel traffic to your site.  Plus, the people who see the post will be the same ones that are moving towards a conversion.

You can do the same for search terms that people often use after searching for the buyer intent keyword.  (eg. +1 week instead of -1 week)  This gives you pointers for further blogs that speak to the same audience.  You both connect with the interested parties before they even know they want to buy, and capitalise on the customer base to make further sales.

2. Rank new terms faster with the “land and expand” strategy.

When you’re working with new terms, it can take a while to rank for them.  However, this is the way to get the best return on your SEO.  You can cut the wait by using the land and expand technique. First, enter the Google Search Console.  Select the performance tag and you’ll come to a list of terms that your site ranks for.  Select the highest-ranking terms and you’ll get details on the page that ranks for these terms, including the URL for the specific page.  Save this so that you can modify the page later.

Next, go to Ubersuggest and enter each term.  After you get the report for each, select “keyword Ideas.”  This will give you a load of long tail phrases.  Choose the ones that are most closely connected to buyer intent, and then modify the page to include these terms.  Remember to keep it relevant so that you aren’t penalised for keyword-stuffing and spammy content.  Since the page already ranks for the head keyword, it will rise to the top of the list within a month or two.  The most important aspect of this approach is to choose the long-tail keywords that will lead to conversions.

3. Brand Building

One of the innovative approaches that will set you apart from the crowd is to focus on creating and establishing your brand.  Google has been emphasising brands and incorporating them into the ranking process.  The upshot of this is that your search ranking – and site traffic – will increase as your brand becomes stronger.

To look into your brand recognition, one of the best tools is Google Trends.  You’ll want to enter the name of your brand and compare the results with the brand names of your competitors.  After you have an idea of how your brand ranks versus the competitors, you’ll have an idea of where you want to go from where you are.

Unfortunately, there’s no simple formula for growing your brand.  Each brand is different, and your strategy has to reflect the brand itself.  The key is originality.  You have to set yourself apart from the competitors by offering something different and bold, something that adds value to the brand and incentivises the customer.

One way to offer something original is to tune in to your demographic and offer helpful information.  Engage with your clients, offer dedicated customer service, and build a connection.  Social media is great for this, so long as you keep present and respond to customer comments and questions.

Another way, and one that works well with the former, is to create extensive content.  Instead of short blogs, consider creating articles and guides that explore a subject in-depth.  Think 10,000 to 25,000 words.  This will let you provide valuable information about topics that is both interesting and useful for the customer.  Plus, take some time with the design to make it sparkle.

You don’t have to stop with written content.  Embedded video adds a visual appeal to your site and builds brand recognition.  A three to four minute video can contain loads of content, and the bulk of people are more likely to watch it than read a long article.  Plus, a solid video can be shared across social media and other channels.  This is content that stands the test of time and reaches a wider audience.

These are just a few options.  Depending on the nature of your brand you may wish to automatically upgrade shipping, add bonus services, or offer generous refund policies.  The sky’s the limit.  Look into what your competitors are doing and do something bold and unique that makes you stand out from the crowd.  This will take some time, but if you do it right, you’ll see steady growth from quarter to quarter.

4. Get creative in building links.

Cultivating links is nothing new.  It’s been a part of the SEO game from the beginning.  Early on, this could be done by sending emails to request links.  These days, though, you have to do something different to build links without relying on spam.  Large, well-structured articles would do the trick as of a few years ago and they’ll still help to build your brand, but they aren’t as unusual as they used to be.  Infographics are a bit better, and animated infographics are top of the line.  If you include a solid animated infographic on your site, you’ll get loads of links without ever having to request them.

To go even farther, you can offer something free that people would often pay for.  Online tools and software are great for this purpose, depending on the nature of your site.  It might cost a bit, but it’s guaranteed that you’ll pay less than you would for traditional marketing.  Provide great tools and information, and the links will roll in effortlessly.

Final Words

Each year, with the changing search algorithms and increased competition on the market, SEO becomes more challenging.  Plus, the old strategies are becoming less effective.  So, the key is to change perspective and shift approach.  Have a go at the strategy outlined above, and see how you can exponentially boost your traffic in a fraction of the time.

If you have any questions or would like some tips for your 2019 SEO strategy, feel free to contact us.