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Keywords, Tone, and Your Audience

  • Date: January 30, 2013
  • Author: eDentalImage
  • Comments: 0

The way that people search for a local dentist varies from person to person. In order to capture the most traffic, your dental marketing plan should be focused on bringing in the widest audience by using a variety of keywords that many different people might use. This is called “keyword research.”

Keyword research should be performed on a regular basis, rather than just once, and you should be careful about the way you talk to your readers. Here are some tips for choosing keywords and finding content that will attract your patients and expand your reach.

  • Lose The Technical Jargon – A lot of dental internet marketing is full of stuff that’s “all Greek” to your demographic. While other dentists may understand the technical terms, the standard patient won’t. A good rule of thumb is to avoid targeting any keyword that an 8th grader wouldn’t understand. Instead, target keywords that are associated with a hot dental trend or even common fears. Think of the person that is searching for your services.
  • Descriptive Words – Instead of targeting a specific product or name, try using descriptive words combined with dental specific terms, for instance: “painless fillings” or “fast dental work”.
  • Look To Social Media – If you’re struggling to find keywords, take a look at social media. Twitter and Facebook are great tools for finding trending topics, common fears and new products. You don’t just use social media to market your dental practice, but to tune into the needs of your followers.
  • Be Local – Local search is mandatory for any and all dental marketing. Instead of using just “Dental Office”, include your neighborhood, nearby neighborhoods, the city, and state in your content. This not only makes you visible in your local area, but it also provides you with long-tail keywords.
  • Be Specific – Your dental office likely performs many different procedures. Include content about each specific procedure, with general information about how it is performed and what the recovery time is like. The information you provide is just as important as keyword use, so don’t be shy about broadening the range of potential keywords alongside interesting dental topics.

Your entire dental marketing campaign should revolve around how you communicate with your audience. When you really step into the patients’ shoes, your readers will be able to tell that you are actually providing information for them and not just for search engines.

For more information on SEO, keyword research and dental web marketing, contacteDentalImage today for a free consultation!

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