Today we’re going to look at the steps we perform for a dental website SEO strategy. I’m Shauna Duty, and I’ve been a copywriter for over 20 years, mainly in the field of dentistry. In addition, I’ve owned two dental marketing agencies, including my current agency, Identiwrite Creative. We help dentists rank high in Google through technical SEO and content management.

Now, let’s dive in.

When a client presents to me with poor Google ranking, poor web traffic, and few if any Google Reviews, I recommend a combination of tactics to improve rankings. Keep in mind that the dentist’s location and competition have a great influence on his website rankings. A dental office in rural Kansas doesn’t need the same SEO strategy as a practice in Dallas, neither will they share the same goals for website traffic and new patient numbers. 

In my example below, we’ll use a family dentist in a suburb of Dallas. This makes for a good, mid-level optimization strategy.

Steps to Implement a Solid SEO Strategy

seo diagramFirst, my SEO expert will review the dentist’s existing website and Google Search Console to create a baseline for traffic and rankings.

Second, we will do a competitive analysis to find out how other dental practices in the area are doing online. My client’s website obviously competes with the websites of other dentists in the area. We must know what those practices are doing if we’re going to compete and win higher rankings.

We have two primary goals:

  1. Rank the site high in Google Search results, for specific keywords and keyword phrases
  2. See high ranking translate to increased website traffic

Third, my SEO expert researches keywords for the practice. He uses various tools to create a list of the top keywords we’ll use to optimize the website and blogs.

Fourth, my dental copywriters revise existing website text so that it includes the target keywords. At this time, we usually add service pages as needed. A family dentist should have at least 10 service pages of 500+ words, and ideally, the site should have 20 pages of optimized service content.

These 20 pages may include primary and secondary navigation. For instance, the service page on dental implants may have two additional pages titled Cost of Dental Implants, What to Expect, Implant FAQs, and/or Postoperative Instructions for Dental Implant Patients. The pages will include strategic optimization, as well as one or more optimized images. If the dentist has videos, they can be included, as well. If the dentist owns the videos and they are hosted on YouTube, we’ll need to upload video scripts to YouTube to further help the SEO strategy.

Fifth, my SEO expert will incorporate the new text into the website and then re-optimize the site with Identiwrite’s SEO Power Boost. This thorough technical and content optimization strategy can take a few weeks to complete. Once the site is ready, the SEO expert will submit it for indexing on search engines. 

Sixth, we’ll begin an SEO Power Blog subscription that will add to the interlinking matrix and content management plan, with the goal of yielding higher rankings and higher website traffic. We write and optimize the blogs; you need to do nothing. Our goal for you is also our company tagline: Get More New Patients. The competitive analysis created earlier helps us determine the scope of your project and what it will take to achieve higher, as well as wider, rankings. “Wider” refers to a greater number of keywords and keyword phrases, including long-tail keywords.

Seventh, each month, the dentist will receive not just data, but also an interpretation of the data and recommendations from our SEO expert. We’ll compare the data, month over month, looking for a consistent upward tick in rankings and traffic. Google rolls out changes to its algorithm frequently, so we expect rankings to occasionally dip, but our goal is that consistent upward tick over time.

On the dentist’s behalf, we publish the weekly blogs on up to three social media accounts, with Facebook being the primary. 

How the Dentist Can Help His SEO Strategy

Sign Up for a Google Business Account

It’s imperative for the dental practice to have a free Google Business account. With the account comes a listing in Google’s maps, as well as a home for your Google Reviews. Upload photos of your practice, even short videos, to your Google Business account at no fee.

Ask Patients for Google Reviews

Also of great importance are Google Reviews. The dentist’s team should consistently ask satisfied patients to review their experience, specifically on Google, so you get the SEO credit. A high number of Google Reviews will help the practice rank in Google’s 3-Pack, which you probably refer to as Google Maps or Google Local, or even Google Business. I’m referring to the three listings that correlate with the map at the top of a search engine rankings page, or SERP.

Social Media Is Optional

Social media, like Facebook and Instagram, won’t get you any new patients unless you post consistently and people share your posts. However, it’s a good idea to have a social media presence. I suggest Facebook, if nothing else. We’ll post blogs to your Facebook page, and you should supplement with news about the practice and local events, awards, and interesting tidbits.

Your Strategic SEO Strategy Starts Here

Give Riese Duty a call at 972-679-6885 to learn more about SEO Power Boosts and SEO Power Blogs by Identiwrite Creative. We’re here to help you Get More New Patients, and the sooner you start working with us, the sooner you’ll see higher Google rankings and website traffic.


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