When it comes to SEO, you should always work smarter, not harder. This is particularly true as you establish which keywords to optimize for throughout your dental website. In the past, short tail keywords – also referred to as “head terms” – were accepted as the best way to rank in the SERPs. Terms like “smile makeover,” for example, were used to appeal in a more general way to the many searches people were conducting. Due to the high volume of search queries and competitors actively optimizing for these terms, long tail keywords have become more important than ever.
Long tail keywords are phrases that involve multiple keywords within one search. These can be exceedingly valuable if done right, because you are being more specific to what people are searching. Depending on what you want to highlight, you may choose to optimize for a phrase like “how smile makeover can help you improve your personality” to attract people looking exactly for what your content is about.
By incorporating more long tail keywords into your dental website content or blogs, you may better associate with your target demographics and rank higher on Google. More precisely, you might find you are closer to achieving the following three goals:
#1 Higher Appointment Conversions from Your Potential Patients
Since you’re optimizing for more detailed keyword phrases, you’ll be more effective to searchers that land on your page. As a result, readers may find your information to be more valuable since they were particularly searching for it. This often converts to people taking action, such as purchasing a product or scheduling a consultation at your dental practice.
While it can be tantalizing to optimize for a more general keyword, you may attract visitors who are looking for a completely different topic on the same subject matter, causing them to immediately leave your dental website. Optimizing for longer keywords, on the other hand, can help you connect with more quality visitors. If they find your page when searching for a specific topic like “who is the top cosmetic dentist in Atlanta,” they may be closer to buying than others who are simply conducting general research on the topic.
#2 Better Search Result Rankings for Long Tail Keywords
Although there is still a place for short tail keywords in your SEO strategy, businesses may find it easier to rank in the SERPs through long tail keywords. This is because you have less competition when targeting more detailed search phrases. While everyone else is fighting to gain a spot on the front page of Google through general topics, you can build authority through more specific long tail keywords, which can progressively help you rank higher for the more competitive search terms.
It is important to note, however, that focusing too much on long tail keywords may decrease your overall website traffic. This is why it is best to have pages that involve more general information (less targeted, higher traffic) and also pages with more specific information (highly targeted, lower traffic).
One powerful way you can grab the attention of searchers is to optimize long tail keywords in the form of questions. By labeling your blog “How long is smile makeover cost?” or adding it as a section to your general procedural page, you’re telling Google that you have the exact answer the searcher is seeking (but make sure you actually have the answer – you don’t want to trick readers with clickbait).
#3 More Dental Website Pages Indexed in Search Results
Since there are a number of different phrases that searchers use to find information about a particular product or service, it can be beneficial to create content to address these popular searches. With the high volume of searches conducted every day, this may mean creating new pages. In addition to helping you rank higher for these specific topics, providing a more comprehensive resource will grab Google’s attention since it tends to favor more robust websites.
By creating content with long tail keywords like “Who Is the Best Candidate for Smile Makeover” and “What is the Average Cost of a Smile Makeover,” for example, you have the potential to index within more searches by your target audience. As you answer these common questions with informational content, you may also have a lower bounce rate, further revealing the value of your website.
Determining the Best Long Tail Keywords for Your Dental Practice Website
Long tail keywords will vary based on such factors as the
- Target audience, and
- The mission of the Dental Practice.
Dental Practices, specifically, have great potential in offering information surrounding what patients can expect from the available dental procedures. The specifics of what should be addressed, however, will ultimately depend upon your unique goals as a dental practice.
If you’d like to utilize short tail and long tail keyword optimization to enhance your online presence but don’t know where to start, consider the team at IBIS Technologies for your SEO needs. Our professionals are experienced in finding keywords and phrases that are highly searched for by your target demographics.
More importantly, they can establish which ones are worth pursuing to not only help you rank higher, but also better connect with your potential patients. To learn how we can help you establish a smart online marketing strategy through long tail search, contact us today!