Why Google My Business should be an integral part of your Dental SEO marketing

Why Google My Business Should be an Integral Part of Your Dental SEO Marketing

By PHIL MASTROIANNI

Google has historically been very tight-lipped about any hints on what needs to be done to ensure higher ranking within their search engine. As SEOs, we are forced to read between the lines and infer upon different news releases, twitter posts, etc. One thing is certain though, Google wants you to have a fully built out Google My Business page.

In the last two conferences I’ve attended, one hosted by Google, another which Google was a speaker, both have put a strong emphasis on building out your Google My Business page as part of your ongoing marketing efforts.

What is Google My Business?

Google My Business is a section of a Google search result page which shows business information including name, photos, address, hours of operation, and reviews. An owner of a business can claim their listing and provide Google with the data to display. All data goes through an approval process. Google My Business pages are most typically shown for branded searches. Google also uses the Google My Business data for map search results.

Is Google My Business used by patients?

We took several of our clients call data to determine how many new patients and returning patients use Google My Business as a means to contacting the office.

We found that on average, 61% of new patient calls came from Google My Business versus originating from the website. This is an ever-increasing trend that we have been seeing ever since Google introduced Google My Business in 2014. We also found that calls lasted anywhere from 5% to 62% longer when originating from Google My Business.

These numbers may come as a surprise, but Google wants searchers to find relevant information like phone numbers and hours without having to visit your website. Ensure that your data is accurate, and your Google My Business page is engaging with photos, posts, and accurate and informative content. When a current patient is simply needing driving directions, or a new patient is ready to call for that appointment, you want to make sure it is as easy as possible.

How Google My Business fits into the dental patient’s online journey

Gone are the days where a prospective patient types in “dentist” chooses the first website, reads for a minute and calls the number on the website. Today’s patients are looking for a more personal relationship, great customer service, and a reasonable price. They are willing to spend more for better service and results, but ultimately want to trust who they are working with. They spend more time looking at multiple sites, looking for a reason to choose them.

When they ultimately decide on a practice, they’ll often do a branded search and call the number from Google search result.

What Should A Dental Practice Do to Optimize Their Google My Business Page?

Don’t despair, we’ve already written a whole post dedicated to optimizing your Google My Business page here: https://www.getpracticegrowth.com/what-is-google-my-business-and-why-is-it-important-for-local-seo/

Keep in mind that your Google My Business page can contain photos, reviews, business hours, and about us section, and a direct link to online booking. Because of this, many word of mouth referrals may never even land on your website. Google My Business should be an integral part of any SEO marketing campaign.

TDA Perks Webinar: How to Validate Your Dental SEO Company’s Performance

How to Validate Your Dental SEO Company's Performance - TDA Perks x GPG Webinar

By PETE JOHNSON

GPG Cofounders, Pete Johnson and Phil Mastroianni, join the Texas Dental Association to host a webinar on “How to Validate Your Dental SEO Company’s Performance”.

In this webinar, Pete and Phil share what happens behind the scenes at your dental marketing company and things you can do to make sure you are getting money’s worth.

Interested in learning more about the different dental marketing services we provide for dental practices?

Use the link below to schedule a time directly into our calendars or feel free to give us a call at anytime! 

Dentistry Uncensored Podcast – Howard Farran & Pete Johnson

Dentistry Uncensored Podcast - Video SEO for Dental Websites

By PETE JOHNSON

Dentistry Uncensored – Video SEO for Dental Websites

Pete Johnson joins Dental Town’s founder, Dr. Howard Farran, on his Dentistry Uncensored Podcast to discuss why the Best Dental Marketing strategies need to have video marketing as apart of their marketing mix.

Howie & Pete do a deep dive into what “Video SEO” is, the future of dental marketing, and everything that goes into creating a patient-centric online experience.

Interested in learning more about the different dental marketing services we provide for dental practices?

Use the link below to schedule a time directly into our calendars or feel free to give us a call at anytime! 

3 Powerful Types of Video to Have on Your Website (and Why They Work)

3 Powerful Types of Video to Have on Your Dental Website (and Why They Work)

By PETE JOHNSON

Someone just moved to town and needs a dentist.

She starts researching on Google, and finds an endless string of dentists’ websites. She has little idea of what separates you from the dentist down the street.           

So she settles for the closest office.

But what if a compelling video montage of you and your staff warmly interacting with your patients had emerged amid the search results? It’s likely she would have clicked on your site, gotten a sense of what your practice is like, and perhaps felt enough of a connection to contact your office.

Sites incorporating video stand out in search results, because Google gives video content more ranking credit (search engine optimization [SEO] benefit) than text. But they also stand out because video because people are much more likely to click on a video search results than on text search results.

Here are suggestions on how and where to incorporate three types of video into your site to great effect. All can be pulled from one longer video.

The most important real estate on your website is your homepage, especially “above the fold” –the part visitors see immediately before scrolling.

A short video looping in the homepage’s header communicates much more than a static image could—and it lets you quickly highlight what you want visitors to know about your practice.

Here are ideas on what to include in your header video.

  • Use B-roll (ancillary footage you can intercut with your main footage) from your practice-overview and patient testimonial videos. Be sure to include footage of you and your staff interacting with patients that communicates how friendly your practice is.
  • If you have a beautiful waiting room, or features like iPads and TVs for patients use, highlight them.
  • Show your connection to the community. If you’re active in your community, you can add clips showing your participation at community events. You could also use drone footage of local scenery or landmarks.

Look at examples for inspiration. Here are examples of video headers:

smiletx.com

mywinningsmiles.com

lorilogandds.com

Custom videography is preferable, but if you don’t have access to any, you can purchase stock video online from sources like Adobe StockGetty Images, and Shutterstock.

A practice overview video is extremely important to creating an emotional connection with potential patients. It’s where you communicate your brand, and why you’re a great dentist.

  • Did something happen that made you want to be a dentist? Share your story.
  • What separates you from your competition?
  • If you’re comfortable with getting your family involved, including them in the video is a great way to show the personal, even vulnerable, side of yourself that makes you relatable.
  • Include your best patient testimonials.

Here are examples of overview videos:

One Fine Smile Overview Video

Winning Smiles Family Dentistry (Dr. Chris Hoffpauir) Overview

Minali Dental Overview Video

Generations Family Dental Overview Video

After the header video, your overview video should be one of the first things people see.

I recommend this be in the section directly beneath your main call to action on the home page. It’s best to include text to the left of the overview to let the viewer know what it is. (People read left to right, so this helps with the user experience).

Online reviews strongly impact your search rankings (in a good way), which helps drive traffic to your website.

But once people arrive at your site, if they find video testimonials, your positive reviews are brought to life. They’ll be able to see and hear your patients share their positive experiences at your practice. This is one of the most effective things you can do with video marketing.

Patient testimonial videos are also the easiest kind of video to create. You can start today—just pull out your phone (after obtaining permission), and record your patients’ testimonials. Most patients will be happy to help and gain a little stardom.

Post video testimonials on your website and social media accounts, and encourage your featured patients to post links on their own accounts.

Examples of Patient Testimonial Videos:

AJS Dental Patient Trustimonial

Austin 3D Dental Patient Trustimonial

Interested in learning more about our different custom video solutions?

Use the link below to schedule a time directly into our calendars or feel free to give us a call at anytime! 

Today’s Top 3 Best Dental Websites

Today's Top 3 Best Dental Websites - Take a look at some of our favorite websites

By PETE JOHNSON

Your website is the first impression your practice makes online.

Why not make your first impression count and put your best foot forward! With people making decisions in a split second it’s becoming increasingly more important to capitalize on those crucial seconds after someone clicks on your link. Aside from being your first impression, your website is the foundation to any strong online strategy. Utilizing best practices in web design will help your website be found in search results and covert that traffic into new patients!

In this blog post we will go over today’s top 3 best dental websites and why we like them.

Why we love this great dental website: This website has multiple to call to actions “above the fold” and does a great job of utilizing “white space” to bring the viewers attention to where we want. In addition to the CTAs, this website has a beautiful video banner instead of a static image, making the first impression much more engaging. The internal pages of the website are easy to navigate to and also feature easy to watch videos giving the viewer the ability to educate themselves on the services available. 

Why we love this great dental website: Like the website above, this website does a great job of utilizing video for the hero section. Video immediately catches viewer’s attention and creates a more engaging experience. Further, this website does a great job of using colors not often found on a dental websites. We are all used to seeing the different shades of blue, while this website uses oranges and shades of grey. The internal pages are rich with content and photos, allowing users to easily navigate and find the info they are looking for. 

Why we love this great dental website: Hopefully you are catching on to the theme here… Custom video helps enhance the online patient experience and takes your website’s aesthetics to the next level. This website does a tremendous job of utilizing the different marketing tech at the practice. The schedule now/schedule consultation buttons link directly to the schedule and allows patients to schedule directly into the practice calendar, all without having to pick up the phone. The header prominently showcases all 4 of the practice’s locations, and allows users to easily navigate to that location’s sub-page within the website. The internal pages are rich with video and custom content, to ensure that it ranks well in the search engines. 

Interested in learning more about our custom dental website services?

Use the link below to schedule a time directly into our calendars or feel free to give us a call at anytime! 

How Google Determines Your Site Ranking; and How to Improve Yours

How Google Determines Your Site Ranking; and How to Improve Yours!

By PETE JOHNSON

When you search for something on Google, how does Google determine the order (rankings) of the web pages listed?

It scores sites according to its E-A-T guidelines. The acronym stands for:

  • Expertise (content author’s and site owner’s)
  • Authoritativeness (e.g. other experts refer to you)
  • Trustworthy (e.g. has good reviews, is a secure site).

Because you’re a dentist, you and your site need to have an extremely high E-A-T (score) in order for your page to appear higher in the stack of results.

Here’s why. Google likely categorizes your website as a YMYL (Your Money or Your Life) site; that is, a site offering financial, medical, or legal advice.

Since the quality or accuracy of the information in these types of sites could positively or negatively affect a visitor’s health, wealth or happiness, Google (search algorithms) hold them at much higher E-A-T standards than other types of sites.

Google is constantly changing its algorithm in efforts to improve the quality of its search results. The most recent changes seem to focus on putting even more weight on a sites E-A-T score.

Here are a few things that will improve your and your site’s E-A-T level (to improve your ranking on Google/ site’s SEO).

Example of GPG Client Video SEO Content

  • High quality content. Create well-written content your audience wants and understands. Also, creating a video or podcast that allows you to demonstrate your expertise in a subject and provide answers to frequently asked questions will help establish your expertise.
  • Links to your site from other respected dental-related websites will help establish authoritativeness.
  • Lots of positive reviews (e.g. on Facebook, Google), addressing negative ones; and having a secure website domain (https) increase your and your site’s trustworthiness.
 

Interested in learning more? Use the link below to schedule a time to chat!

How to “WOW” your patients using custom post-op videos

How to "WOW" your patients using custom post-op videos

By PETE JOHNSON

Are you looking for new innovative ways to increase patient loyalty and deliver an unparalleled patient experience?

Sending out short custom videos to patients after they receive your care is a great way to do this! GPG client and Video Marketing enthusiast, Dr. Robert Pick, has been doing this for years. He’s being it for so long that he even coined the term PPP (Pick Post Procedural Video). 

In the video below, you will see an example of what Dr. Pick’s videos entail and get a behind the scenes look at just how easy it is to implement in your office.

Here are some photos of the team creating the video:

So what are you waiting for! Start using video to engage with patients and we GUARANTEE you will see results!

How using video can attract new patients and strengthen your bond with current patients

How using video can attract new patients & strengthen your bond with your patients

By PETE JOHNSON & ERIC BUNNELL

Many practices would love to incorporate videos into their marketing, but assume it’s time consuming and expensive to create them; and that it might not be worth it.

But video can be a powerful tool that can help you stand out among competition, and build a connection with potential and current patients. And there’s an easy way to get the most value out of the time and money spent on producing video: create templates for different scenarios, so one video can be repurposed into separate ones.

Whether they’re professionally produced or homemade, what matters most is you show patients—prospective and existing—genuine concern for your patients, and who you and your practice are.

Here’s what short videos can accomplish for you, and the types of video you can create from one longer one. 

Stand out among competition in search results

People are 80% more likely to click a video search result than a text search result. In order for a practice’s videos to appear in video search results, it needs to use videos frequently in its online strategy.

Here are two types of short videos (that can be broken out from a longer one) that will help potential patients distinguish your practice from others.

Patient Testimonials

When people search online for a new dental office, they usually make a decision after evaluating two to three practices.

Our marketing data shows that the testimonial-video page (of a practice’s website) is one of the most visited types of page before a practice is contacted. Most patients appreciate their dentist, so don’t be scared to ask for a testimonial!

Example of a GPG Client’s Patient Testimonial Video

Get to Know Us

If a new patient searching for a practice sees your videos at the top of a Google search (video search results) with doctor, staff, and patient testimonials and clicks on them, he or she will get a sense of what your practice is like—something not possible with text alone.

Example of a GPG Client’s Practice Overview Video

Let existing patients know you care about them—and their well-being.

Every touchpoint before and after an appointment directly impacts acceptance and return rates.

Here are four kinds of videos (that also can be broken out from one longer one) that can help your patients feel taken care of between visits and after procedures.

Make-An-Appointment

Videos can be used to remind patients why they chose your practice, and remind them to schedule their next appointment. You could take a bubbly “we miss you” approach, or go with a “schedule your next visit” message.

Pre-Op/Post-Op

It’s frustrating when patients forget to take pre-meds before coming to their appointments, or call the office asking questions because they didn’t read post-op instructions.

Short videos sent with your appointment reminders can truly help get your patients prepare. Longer ones can serve as guides after procedures.

Pre-and-post op videos are most effective when sent to the patient as a text message that links to the video.

Example of a GPG Client’s Video SEO

Consultation Follow-Up

Consult follow-up videos are a strong way to increase acceptance rates for larger cases. They’re similar to pre-op/post-op videos, but work better when the video is customized to a patient.

For someone who received two implant consults, it may be difficult to determine which office is better. But he or she can determine which practice cares more. Sending a custom video recapping a consult and offering to answer questions will go a long way towards acceptance in high-value cases.

Random Acts of Kindness

A happy-birthday video sent via email is more memorable than an email or card. You’ll find that patients will mention your birthday video, and how nice it was.

Customizing each is unrealistic, so it’s best to make a fun and genuine, but generic video. Sending celebratory videos for a newborn or graduation is a nice touch, too.

Injecting video into your marketing and patient communications will strengthen your practice’s presence to potential and existing patients. If created with heart and honesty, you’ll likely find creating your video was well worth the time spent and investment.

TDA Perks Webinar – Custom Website Giveaway!

How to Validate Your SEO Company's Performance—Two Volunteers Needed!
Free Custom Website for Volunteers

Go behind the scenes with GPG’s Cofounder, Pete Johnson, and get an exclusive look at everything your marketing & SEO company doesn’t want you to know. 

By PETE JOHNSON

Are you brave enough to volunteer?

Get Practice Growth is looking for two volunteers to participate in their upcoming webinar with TDA Perks on Friday, July 26th at 12pm CDT.

GPG will be leading a live session on “How to Validate Your SEO Company’s Performance” on July 26th at 12pm CDT. We are looking for two brave participants to volunteer their website for a live in-depth analysis during the webinar. And the cherry on top… the two participants will be given a brand new custom website, with ZERO strings attached, for participating.

Some of the topics we will be covering include:

  • How to check your website for stock or duplicate content
  • What's NAP and how to check if it's up to snuff
  • How to check the Schema Markup of your website
  • How to check the overall health of your online presence

Click the button below to reserve your spot as as a volunteer and get a free custom website!

The first two participants to volunteer their website will be selected, so don’t wait on this opportunity to earn a free custom website!

Online Reviews—why they really matter, how to get them, and what’s next

Online Reviews—why they really matter, how to get them, and what’s next

Online Review Generation, or the pursuit of generating high-quality reviews for your Dental Practice, can help your practice in Google’s search engine results. 

By ERIC BUNNELL

Everyone seems to agree that online reviews are important. However, I don’t believe businesses understand the critical component reviews play in search rankings and decision making—especially with regard to local competition.

Here’s why they’re important, how you can get them, and why including video testimonials on your site is an important sidebar.

Why Reviews Matter So Much

They impact SEO.

Reviews can account for upwards of 30% of your search engine ranking performance, especially so in the Maps section. SEO companies don’t always like admitting this, but Google made it clear that what people think of your business will impact your search rankings.

They can be tiebreakers.

When it’s difficult to differentiate between practices, quality reviews will often act as the tiebreaker between two offices. Your website and branding can only do so much to persuade a prospective patient that he or she should choose your practice.

Best Practices for Review Generation

You should have an online review-generation strategy. But how should you gauge its effectiveness? Primarily through the consistency and frequency of reviews generated.

There are really only two proven methods to create consistent and frequent reviews.

The first is the old-fashioned way. You develop a process with your front desk that actively solicits reviews from your patients. If the process is truly built into your business operations, this can be an extremely effective and thoughtful review generation method. Unfortunately, the average practice does not have the operational bandwidth to implement this approach properly.

The second method is the tech way, and the one I highly recommend. It requires using a software tool that automatically sends text and email requests to your patients asking for a review. It enables a practice to consistently and frequently ask patients for reviews in a non-intrusive way.

Comparing Review-Generation Software

It’s important to note there’s a major difference between a pure online review-generation software and a patient recall-and-reminder system that also sends review requests.

Pure online review-generation tools send review requests directly to Google, Facebook, or Yelp.

Patient recall-and-reminder systems use microsites to collect the reviews. Microsites allows practices to censor their reviews, and only receive reviews over 4 stars.

We’ve had the opportunity to test the systems, and there’s a clear winner. Pure online review generation tools are 100 times more effective. This is because Google prohibits censored reviews, and only gives ranking credit to uncensored reviews.

As a marketing agency, we see the most success with platforms like BirdEye, Swell, Podium, and Weave.

The Future of Reviews: Video

Over the past year, Google has been beta testing the concept of video reviews in its Maps section.

In anticipation of Google allowing videos in its review section, marketers are proactively advising clients to produce video testimonials. (At GPG, we like to call these video trustimonials; thanks to Dr. Len Tau at BirdEye for coining that phrase!)

The first-mover advantage is real. If your practice consistently releases video testimonials now, it will be positioned to capitalize on the release of Google video reviews before most of your competition does.

Though they don’t directly impact the reviews portion of Google’s search algorithm yet, you can also benefit from using video testimonials right now. Video is a content type that Google gives more ranking credit to than regular text content, so it provides an SEO benefit.

Your video testimonials can even be one of the videos that comes up when a Google search is made—a video search listing.