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Hi! My name is Shauna Duty, I'm with Modern Dental Practice Marketing,
and I wanted to tell you a little bit about Google for dentists this morning.
Google is the biggest search engine on the planet.
It holds about ninety-three percent of the market share when it comes to search engines,
About ninety-five percent when you talk about mobile search
on phones or tablets. So you hear about Bing and Yahoo, but
they're actually a very, very small part of the market.
So what you need to do as a dentist, trying to promote your practice and get new
patients it, what you need to do is please Google.
And a lot of would tell you that Google doesn't provide information on what to do,
that they're very cryptic and don't produce a guide that
tells people how to rank high on search engines. The truth is they don't, but
they do have Google Webmaster Tools blog. And they have some forums, and they have videos
- a ton of videos. The information is out there.
And Google has an algorithm, the way it works -- think of Google as an
encyclopedia plus yellow pages. So it's taken the place of those two tools
for us in modern-day marketing What you want to do is get information out
there Think of Encyclopedia Britannica;
If Google is like that, then it values information it puts together, it assimilates information,
its value is in the fact that it has good information for people to search for.
That's how it's become the leader in the industry. So if you want to be a part of that, and you
want to please Google, then what you need to do is provide good information.
It can't be the same stuff that everybody else is talking about,
which means you can't have duplicate library articles or duplicate content;
You can't grab articles from some other site and put them on yours and think you're going
to rank high. Google knows that's just a facsimile.
It's not new infomation. So Google's algorithm goes out and searches
all the websites on the entire internet. And it comes back and it decides which websites
should rank high for certain keyword phrases. So in a dentist's website, you want to identify
the key words that your patients are going to search for.
And let's say we have a cosmetic dentist in Chicago
'Chicago cosmetic dentist', 'cosmetic dentist Chicago',
'Chicago porcelain veneers', 'Chicago teeth whitening',
'chicago smile makeover' and vice versa,'smile makeover chicago'
These are going to be the terms that you want to optimize your website for.
You have to come up with original content, original articles, to put on your website,
so that it will rank high on google. If you don't do that, it won't rank high.
So the problem that many dentists run into is that they don't like to write
or they don't have time to write, that's even more of a problem.
They're going to CE's, they're managing their practice,
they're seeing patients. They don't have time to also become an author.
Until retirement, right, when lots of dentists go into consulting
and authorship then. So what we've done at Modern Dental Practice
Marketing is we've brought together a team of talented
writers And I've been in the dental industry as a
copywriter for many years now. What I do, is I have a certification program
that I put my writers though And so they have to learn a lot about clinical
dentistry, From general dentistry, to specialties
And in addition to that, they learn about search engine optimization, what Google wants.
And we pay very close attention to, of course, the base of writing -
The grammar, the punctuation, the sentence structure, and those sorts of things.
There are two audiences we're trying to please; that's what I tell my writers.
We're trying to please humans, because your potential patients are human, hopefully.
And they're going to want to find your website interesting
But we're also trying to please Google Because if your website doesn't please Google
and it doesn't come up, nobody's going to find it unless you direct
them there. So our team of trained dental copywriters
writes original content for our dentists' websites.
We also write original content for dentists who have websites through other companies.
Maybe you're under contract, and you know that you have to have original
content for your website to rank higher. We'll go ahead and take that on and just write
the content, and either upload it for you if you have a
content management system, a CMS on the back end of your website
Or we can hand it over to your website maintenance company, and they can post it for you
And we'll give them tips, like they need to add metadata and
look at the slugs on their page names, and stuff like that.
Other things that are really important for SEO.
So that's how we work. Today I just wanted to introduce our concept
of original content to you, And tell you that if you read Google Webmaster
Tools, you'll see that original content is the number one thing
that Google wants.