Local SEO can be challenging for many dentistry practices because of the amount of competition within the regional landscape, whether you’re in a major city or a suburban area. But it doesn’t have to be problematic, as long as your SEO campaign is well organized and utilizes the right components to help your dental practice thrive.
Adding multiple locations to the mix can also create complexity, but if you’ve put your local SEO campaign together in a thoughtful and goal-oriented way, it won’t be an issue. You will be able to integrate it neatly into your plan for the future.
If you’re looking to up your multi-location SEO game, you’ll have to rely on some major cornerstones to succeed.
#1 Having A Website Optimization & Content Strategy for Your Dental Office
It’s all about content these days, but the way you present your content is as important as what information you’re putting out. Your content’s structure and navigation will affect your local SEO and the ways people access and use your content.
- URL, or web page address, is a vital part of founding keyword and geographic relevancy, so pick a good one.
- Your sitemap serves as a navigational blueprint, showing visitors how to maneuver through your pages.
- And your pages themselves are important not just in terms of what text you put on them, but how they’re named, organized, and linked.
These attributes help determine the site’s rankings for specific keywords, so they can’t be ignored.
But how can you make sure your pages are seen? There are different ways of of doing this, but one tried-and-tested method is to create a separate page for each individual location of your Dental Practice. If you do this, you’ll have separate pages stressing the geographic relation of the practice to users online. And this means the site has greater potential for ranking higher within the markets you serve.
Another way of doing this is to separate out your content based on the services you provide. In this way, your dedicated URLs will be optimized with relevant keywords that people actually utilize in searches. This effective, best practice makes it easier for people to find you in multiple ways.
#2 Leveraging Schema.org Microdata Markup for Dental Practices
This may all sound like Greek to you, but what it means is simply this:
Schema uses special HTML codes to define pieces of content on a page – anything from the name of your company to images, contact information, and descriptions.
It’s a part of a website optimization strategy that many local companies will overlook, which means that incorporating it into your strategy gives you an instant advantage.
Schema.org/Dentist markup can help you create search-engine friendly signals to indirectly affect rankings. It’s responsible for those “rich snippets” you see on Google – when a listing contains images, reviews, and ratings, rather than just text. It’s an opportunity you should not let slip by.
#3 Creating an Optimized Google Business Listing for Each Location
Although it seems no one is using Google+ anymore, you should still create Google Business profiles for each of your locations. That’s because Google often shows the local 3-pack (the top three listings, with a map) for geo-related searches, and your Google Business page will be an asset to the optimized pages on your site.
Build and verify Google Business pages. Make sure they are each fully populated and fully linked to the corresponding pages on your site. This step alone will help your SEO results immensely.
#4 Having a Clean Citation Profile & Earning Quality Links
Next, you’re going to have to assign some authority to your dentistry practice by building links and citations. Google uses these to determine if your business is creditable, popular, and relevant.
When you create backlinks to your dental practice’s site from other related dental health-related resources, that helps define your site’s usefulness to others – and leads to better rankings in Google searches. Common sources of such links include:
- Affiliation networks,
- Professional organizations, and
- Local and trade directories.
The more quality relevant backlinks you can accrue; the more local SEO value your site will garner. With that comes a higher authority within your field.
Citations, or mentions of a business’ name, address, and phone number, are ranking factors central to Google’s local listings. Google actually looks at the volume and accuracy of a business’ citations to determine its local relevancy. So it helps if your dental practice is listed in quality directories and websites with accurate and consistent information. Even a typo can hurt you here in terms of local SEO, so be consistent – to the suite number formatting of your company’s address.
#5 Earn & Solicit Positive Reviews
Reviews are key for dental practice SEO. People like seeing what others thought of your practice, so they are much more likely to click through your practice’s website if you have good reviews, even if you’re not the first business that comes up in a Google search. Good reviews give you a level of credibility.
And you shouldn’t just focus on
- General sites such as Yelp! (which itself ranks highly in Google searches).
- Trade-specific sites,
- Social media, and
- Web directories are all good places for people to view and act upon this type of information.
This is part of creating a viable online reputation, and can absolutely enhance your web marketing efforts.
You don’t have to wait for people to show up and review you. You can seek reviews in creative ways, such as offering incentives. In any case, having reviews is a proven way to boost your SEO and overall click-through, so you should consider ways that you can encourage patients to help you gain more authority on the web.