Increase Organic Search Rankings with These 5 Tips
Patients increasingly rely on search engines rather than word of mouth to find their dentist—so appearing at the top of search engine result pages is essential. With 33% of web traffic going to the top result in Google, it’s easy to see just how important it is to optimize your organic search rankings. You already know that your search ranking is one of the most important areas to target, but you might not know just how to go about getting those numbers up. Here are several strategies that are sure to boost your profile and help you reach more potential patients.
Keywords are only part of the puzzle. The most successful online content, the kind that gets the most clicks and therefore the best rankings, speaks directly to visitors and encourages dialogue. In order achieve this, you need to become familiar with the buyer personas you are targeting. Who are your patients? What are their main concerns? Create content that addresses them and makes them feel valued, and you’re sure to stand out from the competition.
Know Your Keywords
Take the guesswork out of finding your ideal keywords by using tools like Google Trends and Google AdWords Keyword Planner to help you narrow them down. First, create a list of possible search terms and see what comes up when you enter them into Google. This will help you figure out which keywords to target and show you what competitors are ranking for. The more specific the terms, the more likely you will rank higher if you target them. For instance, instead of “Kansas City Dentist,” which is very generic, try “Kansas City Root Canal Specialist.”
Don’t Forget Meta Descriptions
A meta description is a small piece of copy that appears just below your page title in search results. A well written description will increase the click-through rate and boost rankings, and if you include keywords they will appear in bold automatically. Usually they should be no more than 160 characters and include a call to action encouraging users to learn more.
Create Valuable Content
Unique content that captivates readers is every bit as important as the keywords you include, if not more so. Quality copy ensures that visitors will keep reading after they click through to your site. This is true of website copy, blogs, emails, and every type of marketing content you create. Be sure it is original and adds value to your site, as readers will be less likely to engage with copy that is just “filling space.”
Keep Your URL Short
Be mindful of your URL structure in order to increase organic search rankings. Try to keep the entire URL to under 100 characters if possible, as shorter tends to perform better in organic search. If the titles of web pages in your URL contain targeted keywords, that can also help your rankings. Remember, every part of your website should be working towards the goal of improving SEO—URL included