I thought the ad was a great advertisement on the advantages of Google for businesses and the consumers. The video is called “Parisian Love.”

The video references “Local Search” three times.

What is “Local Search”?

Local search refers to Google’s ability to give an end user local results for a particular search word or phrase. In the video the person searching types in “Cafes near the Louvre” and the search result show the Google map with pins indicating the cafes. The searcher then types in “Chocolate shops Paris France” and gets a second Google map with pins indicating where the chocolate shops are near Paris France. A little further in the ad the searcher clicks on “Churches in Paris” and clicks through to what is called the “Local Business Center.” Here is a screen shot of part of the local business center for Paroisse Saint Leon.”

This screen shot is the one from the video, which is the map to find the Church. This can be found by clicking on the name of the Church in the Google map.

Google owns about 80% of all online search traffic, Yahoo somewhere around 14%, and Bing around 3%. All together 97%. These three search engines have all tweaked their search algorithms for local search. More and more end users are turning to these three major search engines in order to find exactly what they need.

Referring to the video again… one thing that many people do not notice when they watch this video is that the person searching never has to make multiple clicks to find the result that he/she is looking for. Google has made their system so unique to understanding the search phrase that the end user nearly always gets exactly what they want within one click. As a business owner this is extremely important to know. If you plan on advertising online you have to put your money where you are only a click away. If you don’t, you’ll very likely never see any new patients. Thus, if you want to get new patients from the Google maps you’ll need to be on the first page.

Placing your business on the first page of the Google, Yahoo, and Bing maps can be done with the help of Local Dental Marketing.

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Google Maps is called local search.  It’s called this because the search results that you see in the map are always localized.  Below is a map of a search by a potential patient searching for “dentist” in Salt Lake City, Utah.  Notice that the search phrase that was inserted into the Google search bar was “dentist”, not “Salt Lake City dentist.”

As you can see the results are for Salt Lake City, Utah.  How is it that Google knows to give this potential patient search results for Salt Lake City if the person didn’t type “salt lake city” into the search bar?  This is because in April of 2009 Google changed their system to show local results.  Google recognizes your IP address, which is the address of your internet connection.  At this point it’s not a perfect science and a few people will get results from areas that may not be their location but for the majority of searches Google will show results that are right around the area of where they are searching.

This is a very important issue for dentists.  The majority of your patients are from a very small radius, usually 3-5 miles around the practice.  To be listed on the first page of Google Maps becomes an attractive marketing tool since you can show up for potential patients looking for close to your office.

How do I get my practice listed with Google?
First of all you need to get your dental practice registered with Google.  This is the easy part.  Click Here to receive a FREE consultation on how to do this.  You can also watch this video the Google created to help you get started.

Now the easy part is done.  You’re registered with Google but you’re most likely not going to show up on the first page of the map.  This is because there are many other dentists who are also vying for a first page position.  In order to get on the first page you’ll need to optimize your business listing.

How do get my business listing on the first page of Google Maps?
Referring to the example above of “dentist” in Salt Lake City Utah; there were 5,390 results that show up in the maps section for the word “dentist” but there are only seven positions on the first page.  So how do you get your practice on the first page when there are 5,390 business listings trying to do the same thing?  You might be the best practice around but Google doesn’t know this.  So how do you tell them?  You can’t.  You have to optimize your listing, which is not small task.  Maps Optimization is a rapidly changing field even more aggressive than traditional SEO.  This is because the map is receiving more attention than most other forms of online marketing and it’s new.  Changes happen daily to how Google ranks the listings that show up in the Map.  Local Dental Marketing watches maps listings daily to make sure that each of their clients stay on the first page.

If you would like a FREE CONSULTATION fill out the information on the CONTACT US page or call 877-308-9017.

What is Search Engine Optimization?
Search Engine Optimization or SEO is the process by which you get your dental website to rank high in the search engines.  This article will explain in basic terms some of the processes to optimize your website and also… examples of the results you will see.

In the screen shot below you’ll see an Orange box around the websites that have been optimized for the keyword “Chicago cosmetic dentist”.

Why is it important to have your website on the first page of Google and other search engine results?
The search term “Chicago Cosmetic Dental” was searched 2900 times last month.  Considering that a cosmetic dentistry patient is worth anywhere from a few thousand dollars to tens of thousands you might want to capture a potential client for that search phrase.  Search Engine statistics shows that 99% of potential patients searching terms like “Chicago cosmetic dentist” will not click through to the second page.   It is also important to know that 80% of the potential patients will not even scroll down past the page break, which is the bottom of the screen.  This means that if you are investing in SEO or are preparing to invest in SEO you need to make sure that you are on the first page and also above the page break.  If not, then most of your investment is being squandered.

How are websites Optimized?
Websites are optimized according to certain keywords.  For example if you go to www.google.com and enter the keyword “dentist” you’ll get websites that have been optimized for the keyword “dentist.”  You could then search for “cosmetic dentist” and you’ll get different results because these websites have been optimized for the term “cosmetic dentist.”  A website can be optimize for several keywords.  Obviously the more keywords that your website is optimized for the better.  If your website only shows up on the first page of Google for the search phrase “dentist” rather then the search phrases “dentist, cosmetic dentist, sedation dentistry, root canal, teeth whitening, and dental practice” less potential patients will visit your website.

So as you begin to think about optimizing your website you need to decide which keywords you want your dental website to be optimized for.  If you go to the Google Keyword Tool you can insert a keyword into the tool and see how many people searched a specific term for the past month.  Take a look at how many people searched for keywords with you city included like, “Dentist San Diego” or “Atlanta Cosmetic Dentistry.”

More on website Optimization.

To further understand how your dental website is going to rank well, you need to understand search results from the Search Engines perspective.  For this example I’ll use Google, although the explanation applies to all search engines.  Google wants you to find what you are looking for and get exactly what you want so you’ll come back and use their search toll again.  The more people that use Google’s search tool the more they can charge businesses to advertise.

Google constantly tests different factors to find the best algorithm that will give the end user the most relevant results.  Several years ago there were only a few factors but now things have become much more sophisticated and there are hundreds of factors.  All factors are important but some have more strength than others.  For example, one of the most important factors in getting your site to rank well is the quality of links that you have coming into your website.  Getting good inbound links to your dental website takes a long time and is not an easy process.  Constant monitoring is necessary to stay on top of it.  This is why dental practices hire a Search Engine Optimization firms to optimize their website for certain keywords.  A dental SEO firm will constantly watch how Google and the other Search Engines change their ranking factors.

Recommended dental website companies.
If you don’t already have a website, you should strongly consider getting one.  We are familiar with all of the leading dental website design companies in the industry and would be happy to refer you to one where you’ll most likely get special pricing.  Please call us if you are interested in getting a website for your practice.

To learn more about SEO and how to optimize your website CLICK HERE and fill out the contact information or call (877) 308-9017.

Having been involved in all of these online marketing methods for years now, we’re here to set the record straight.  
So, with no further ado the number one online dental marketing method is…

Google Maps and Local Search

Below is a screen shot of a recent search result for “dentist Los Angeles.” As you look at the picture ask yourself, “What are my eyes drawn to?”

The color of the Google Map and the red pins, right? Since Google began placing the map in the search results it has garnered much of the search traffic. More people are using the map to find a dentist because the search results are localized. Meaning that the potential patient searching for “dentist” or “teeth whitening” or “root canal” will receive results of dental practices within their local area. The searcher no longer needs to enter in a “Geo-specific” term like “dentist Los Angeles” that I entered above.

Test it out yourself. Go to www.Google.com and search the word “dentist”.

The map will give you results of dentists in your area because Google recognizes the IP address of your computer. This is a huge advertising opportunity for dental practices considering that a typical patient will use a dentist that is located within 3-5 miles of their own home. So, if you are on the Google Map, anyone within in your area looking for a dentist will see your location and potentially call or stop by. That is, of coarse, if your practice is in on the Google Map.

Is your practice listed on the Google Map for the search word “dentist”?

You should also check to see if your practice is listed for other search phrases like, “dental practice”, “cosmetic dentistry”, “dental implants”, “teeth whitening”, “sedation dentistry”, and other terms that relate to services that you perform.

Google Maps ability to capture a sizable portion of the search traffic and also because most new patients are using the map to find a local dental practice; getting listed in the Google Map is out number one choice for online dental marketing.

#2  Pay Per Click (PPC)

In the screen shot below we analyze the page of a Google search result for the search phrase “dentist Los Angeles.” There are three main advertising opportunities on the page; Google Maps, Pay Per Click (PPC), and Organic or Website Search Results.

PPC is highlighted in orange, Maps in red and SEO in green.  You can see that PPC covers a majority of the page but this is not why we picked it as the second most effective way to advertise.  It’s our second choice because of the immediacy of the results.  It takes a professional firm about 1-4 weeks to get a dental practice on the first page of Google Maps and about 3-9 months to get a dental practices website to rank on the first page of Google in the organic listings, but PPC can be ready to go within 48 hours.

If you want to begin advertising using PPC you can do so by setting up an “adwords” account with Google (new page link).  You’ll want to spend some time learning how the system works but within a few hours you can be up and running.

If you don’t have the time to learn PPC and manage it carefully, or if it seems too difficult, we would recommend using a professional PPC firm (new page link).  Managing a PPC account can be very dangerous. We’ve seen practices burn through a few thousand dollars because they forgot to do something simple like set their budget correctly.   For a small fee a professional Pay Per Click firm will make sure that every penny you are investing creates a return that is satisfactory.

Although you begin to invest immediately, you get immediate results. As with Google Maps you can target your advertising to certain search phrases. If you want patients that are looking for “veneers” or “teeth whitening” you can target patients looking for those services.

#3 NOPE! It’s not Search Engine Optimization (SEO). It’s Social Media Marketing.

Why not SEO? Because the Google Map is pushing website results below the page break.  It used to be that you would see as many as 8-9 website results above the page break but now you’ll only see the first two to three. Take a look at the screen shots of these dental searches to see how many of the website are above the page break.

Why is it so important to be above the page break? Nearly 80% of all searchers will not scroll down the page to see the additional website results. Potential patients want information without having to look for it.  If you require them to scroll down or even click through to another page, you’ll most likely not be seen and your marketing efforts will go unnoticed.

If SEO has been a big part of your marketing techniques, then you’ll want to make sure that you have a first or second position so that you are above the page break.  Most marketing firms can do this, especially if you are very specific in the search words that you want to be noticed for.  If you are not getting the results that you want with SEO then you can work with a Dental Search Engine Optimization company who can get your website listing above the page break.

NOW ONTO SOCIAL MEDIA…

Social Media is using sites like Facebook and Twitter to connect with your patients.  Many patients will have a Facebook or Twitter account.  Studies have shown that people will leave social media sites like Facebook and Twitter on all day to stay in touch with family, friends and new information.  So it is simple to put a message in front of your patients using these sites.

The key to Social Media marketing is to be tactful in your approach.  All messages need to include valuable information with a “small message” for marketing.  No one wants to be advertised to ad-nausium.  If your are blatant and annoying people will simply stop following you or delete your contact from their account.

You can use these accounts as an appointment reminder, to announce openings in your schedule, changes to your practice or website, upcoming specials, but the most effective way that Social Media can be used is by taking your internal marketing efforts online.  Most dentists pass a business card to their patients hoping that the card will be passed to a friend and therefore receive a referral.  But we all know that business cards can only do so much.  Using Facebook and Twitter gives you the opportunity to send a message to a captive audience.  Where business cards can be left in the pocket of a coat and forgotten about, a message in online through Facebook can be forwarded immediately before the patient forgets about it.  The transfer of information is immediate.

Let’s say that you want to run a promotion for free cleanings for family of current clients.  This message could be posted on your Facebook account and every patient following your account would see the message.

If you don’t have a Facebook or Twitter account you should set one up immediately.