Attracting New Local Patients by Optimizing for the Correct Keywords
A huge piece of your marketing strategy is finding new patients, but sometimes that involves casting a pretty wide net. Targeting local patients with SEO tactics like keyword optimization will help narrow your audience and attract quality leads.
As we look at using keywords to attract new patients, remember: your content should use these keywords regularly and naturally in order to push your website up the Google search results page. Keyword research can be among one of your most powerful marketing tips for dentists, but they can be a bit tricky. Let’s dive in to how keywords can work for your practice.
An Intro to “Patient Intent Keywords” for Dentists
Discovering what keywords work for your dental practice requires taking a deep dive into the way potential patients think, and how they use search engines to find what they need. This is commonly referred to as buyer intent keywords. Keywords that your buyer (or in your case—patient) may be using in order to find your services.
By strategically placing common phrases patients use during their search for a dentist, the Google algorithm will better understand the role your website plays in helping patients answer their queries.
Why Dentists Should Focus on Patient Intent Keywords
The short answer is—intent keywords work because they allow you to target patients at various stages of decision-making. Your content has the potential to educate prospective patients, point them in the right direction, and convert them into an in-office visit. Plus—as you continue to use relevant keywords, Google will continue to see your website as a valuable and reputable resource—improving your overall dental SEO strategy.
Types of Patient Intent Keywords and How Dentists Should Use Them
Understanding buyer intent keywords will help you massively improve your SEO and content strategy. So let’s take a look at the different types (or stages) of patient intent, and how keywords vary in each stage:
1. The Awareness Stage (Problem Aware)
Dental patients in the awareness stage know they have a problem. Their Google searches focus on identifying and gathering more information on that topic. In dental health, there may be an element of concern as they learn more. Examples of awareness stage keywords for dentists might be:
- “How to relieve a toothache”
- “Gum bleeding causes”
- “Sensitive teeth remedies”
2. The Consideration Stage (Solution Aware)
As you might have guessed, patients in the consideration stage are out to find a solution to an existing problem. Patients in this stage are looking for options and recommendations for their dental health problems and questions. Examples of consideration stage keywords would be:
- “Teeth whitening options”
- “Benefits of dental implants”
- “Root canal alternatives”
3. The Decision Stage (Ready to Book an Appointment)
Dental patients that fall into the decision stage are ready to make a decision now. They will be using location-specific keywords as well as looking for specialists. You want to emphasize your specialty to drive this type of traffic as it is most likely to convert into more booked appointments. Examples of these types of searches look like:
- “Best dentists in [location]”
- “Sedation dentistry near me”
- “Emergency dental services”
Each of these three stages has a valuable purpose in driving and converting website traffic into new patients. Even if website visitors are in the awareness or consideration stage, they can start building trust with your practice online as they visit your website and read your content.
Identifying Intent Keywords For Your Dental Practice
So how do you go about finding patient intent keywords for your specific dental practice?
There are a few strategies you can use to dive into how your dental patients look for you online. Once you have this information, you can pair it with these dental SEO tips to create valuable search-friendly content that will drive traffic to your website.
List your specialties and services:
This is the first place to look for keywords. Whether it’s endodontics or pediatric dentistry, your keywords are the primary identifiers of your practice. Make a list of your specialties and services (everything from “root canal specialist” to “kid-friendly dentist”).
Understand the literal and figurative “pain points” your patients face:
Ask yourself: what drives patients into your practice? What questions do you commonly hear about dental health? What makes your practice a better choice than your competitors? What topics can you cover that address these issues?
Use location-specific keywords:
“Best dentist in [your city]” is a great place to start, but don’t forget to include nearby towns, region-specific words, and neighborhoods as well.
Include long-tail keywords too:
Long-tail keywords are longer, more specific phrases a patient might use to find the information they want. For example: “experienced orthodontist for jaw alignment near [your location]”
Implementing Your Intent Keyword Strategy
Now that you’ve got a stellar list of keywords, it’s time to put them to work for you. This list can be your go-to source for content ideas and copywriting for your website.
Segment your keywords by intent:
Put each of your keywords into their respective stage (awareness, consideration, and decision). This will improve your dental marketing strategy because you’ll be able to create personalized content for each stage. The better the content fits their stage in the process, the more likely they will have a better user experience and eventually convert into a new patient.
Create quality content:
Naturally integrate these keywords into various places on your website like your FAQ page, services page, or blog. You can also use keywords in your meta data to help search engines properly index your website. Just be sure to avoid “keyword stuffing” and overusing keywords in hopes of results. Hire a dental marketing company if you need more support with content creation.
Update your Google Business Profile:
Updating your Google Business Profile (GBP) with keyword-rich text can improve not only your Google search rankings but also your Google Maps rankings. Ranking well on Google Maps is key to attracting local traffic. Learn the secrets to mastering Google Maps for dentists.
Monitor and Adjust:
Seeing improvements in driving organic traffic takes time. After you make the proper changes to your website, monitor your website traffic with Google Analytics or Google Search Console. Make adjustments as needed.
More SEO and Marketing Tips For Dental Specialists
The beauty of optimizing intent keywords is that you can differentiate yourself from other dental professionals and competitors. When you’re working on Orthodontic marketing or Pediatric dental marketing, you can focus on a specific audience in need of your unique services.
If you want to improve your endodontic marketing or oral surgery marketing, your focus might shift to not only intent keywords but also keywords that referring dentists might use. This will help you attract dental partnerships that can grow your business.
Get Help Maximizing Your Dental Marketing Strategy
Dental marketing has to include many various components to be truly effective. If you want to get faster results with expert support, consider outsourcing your marketing to a dental marketing agency like My Social Practice. We have decades of experience in the dental industry and can help you make the impact you want when it comes time to grow your practice.
Frequently Asked Questions
What are the best practices for dental SEO?
Optimize your Google Business Profile and see how you rank on Google Maps. Use your keyword research to implement valuable keywords across your website. Regularly update your website with fresh and relevant blog content. Get more inbound links by partnering with local businesses, referring dentists, and online directories.
How do I know which keywords to rank for?
Do your own research into your patients’ needs, their search intent, and their online behaviors. This can help you determine what keywords are most relevant. You can also check out your competitors and what keywords they are ranking for. Try using a tool like Google Keyword Planner for more insights. These keywords can be used throughout your dental SEO marketing strategy.
What are the best ways to advertise a dental practice online?
Improving your SEO to drive organic traffic to your website is one of the best ways to attract new patients to your dental practice. Paid opportunities like Google Ads and Facebooks Ads won’t convert if your website is in desperate need of updates. Include updating your Google Business Profile as part of your SEO strategy so that you can climb the rankings on Google Maps.
What should I consider when optimizing my dental website for keywords?
Make sure your dental website not only looks good, but is functionally sound and optimized for keywords so you can rank #1 on Google. A technically-proficient dental website uses keywords throughout: from the homepage to the services page to a regularly updated blog. Avoid “keyword stuffing” which comes off as awkward for users and spammy for search engine crawlers. Naturally use keywords in your copy across your website. Make sure you’ve researched the right keywords to help you attract the right audience.
What is the fastest way to rank for a keyword?
Even a solid dental SEO strategy takes time to move up the Google search results. If you are thin on time, consider hiring a dental marketing company so you can focus on patients while having the experts improve your keyword rankings.
About the Author: Adrian Lefler is a dental marketing expert and a key member of the dental marketing team at My Social Practice. My Social Practice is located in Salt Lake City, Utah. Adrian is passionate about helping dental practices grow. If you’d like to book one of the members of My Social Practice’s speaking team, you can do that HERE. Interested in learning more about the benefits of dentist SEO or our dental SEO service, please schedule a complimentary consultation. And, don’t forget to read our Google reviews.
