Successful dental practices have accomplished a rare balance ─ the mastery of a vital science that reaches back to ancient times and the embrace of technological progress as tools advance the techniques of dentistry. However it is a thoroughly modern development that’s posed a challenge to dentists seeking a growing practice today. The Internet, for all the advantages it can provide when marketing a business, has added requirements to developing a business and attracting clients.

Your Website Works for You

Americans today turn to the Internet for any and every need. Info, research, shopping, entertainment, socializing and locating a professional service in the town where they live are all tasks done online. Traditionally, a dentist may have relied on the yellow pages and current patients’ word of mouth to bring new smiles through the door. While people are still looking for and asking friends about a good dentist in the area, it happens more and more online. And online, people turn to search engines when they’re looking to fill a need.

Search engines compile an index of the sites and data on the web and then try to point a searcher in the direction of the information they seek, based on the searcher’s query. One of the most effective tools a business has for being included among search results is a website. A website is a powerful means for communicating a business’s services, personality and unique value proposition. With the right choice of words, a website can position a business as preferable to the alternatives by demonstrating an understanding of the target audience’s needs and goals.

Where SEO Comes In

A website is practically a requirement of doing business today, and while that provides unprecedented marketing opportunities, the fact that nearly every business is now online means the market is saturated with competition. Having a website isn’t enough on it’s own. A website has to be considered among the best on its subject matter if a search engine is going to present it to a searcher.

A search engine uses a complex algorithm using hundreds of signals to measure a website’s relevance to a query. Using a variety of methods, search engine optimization, or SEO, improves the quality of these signals ─ at least, as many of them as can be controlled, but more on that later. In short, SEO is the practice of making a website relevant for a query in order to make it worthy of top search engine rankings.

What’s On-Page Optimization

A bulk of the signals SEO seeks to improve are located on the website itself, including text content, Meta tags and site structure. This is called on-page SEO, and it stands next to off-page SEO tactics like attaining links and citations from third-party sites. On-page SEO is a technical practice that requires an understanding of what searchers are typing as queries (keywords), the composition of the competitive field, and the means of implementing important keywords within high value signal areas of the site.

Some high value signals of a site that search engines weigh heavily in the ranking algortithm include page URL, Title tag, Meta data, and text content, especially the first 200 words or so. It’s in these site components that keywords act as a strong sign of relevance to both search engines and human readers alike. Limitations of what an SEO can optimize on-site puts a business at a disadvantage in the highly competitive space of search rankings. In an ideal situation, an SEO can optimize all page components known to affect a search engine’s measurement of a site’s value for a given query.

The Power of a Customizable CMS

Many websites use a content management system, or CMS, to store content, format the site and allow for site management. The more control that can be exerted over major site signals, the more effective an SEO campaign can be. However, few content management systems allow for the granular control required of SEO best practices. An SEO-friendly CMS that provides full customization of important on-page signals is an invaluable resource. That’s why DDS.com designs all sites with a fully-customizable, SEO-friendly CMS enabling the full potential of search engine optimization.

Through this one-of-a-kind CMS, a webmaster or SEO is able to optimize such vital ranking elements as the page URL structure and page Title and Meta tags. Even beyond that, the CMS can also provide SEO advice on keyword inclusion and SEO best practices within the page editor. It streamlines the process of site upkeep, quality content creation and SEO marketing in a simple interface that’s easy to use. A website, SEO and having the right tools to do the job are all powerful ways to reach an audience and grow or maintain a healthy business. When their capabilities are combined, the reach and potential can shine as bright as that new patient’s smile.

Google, the dominant search engine in the U.S., is constantly innovating its search technology. The search giant has also displayed an increasing dedication to local services and search. This means two things for businesses marketing online ─ opportunity and education. Through search, local businesses have many opportunities to reach new customers and gain visibility within their community, but first local businesses need to understand the options available and how to take advantage of them.

The local search space has evolved quickly, and in the last several months, the pace of change has accelerated. Here’s what you need to know to be present in Google’s local-focused search.

Google Place Pages and Place Search

At the end of September, Google introduced Place Pages for Google Maps. In a blog post announcement, the new feature was explained:

A Place Page is a web page for every place in the world, organizing all the world’s information for that place. And we really mean every place: there are Place Pages for businesses, points of interest, transit stations, landmarks, and cities all over the world. To find a Place Page, click on “more info” in your Google Maps search results or “more info” in the info bubble on the map.

A Place Page can be claimed by the business and customized with rich content including photos, hours of operation, coupons, types of products and services, YouTube videos and more. Each Place Page has its own URL that can be linked to, indexed by search engines, and may rank in organic Web search results.

In October, Google revamped its local search vertical with Place Search. Place Search presents location-based results with reviews, clusters of links to related review and local listing sites like Yelp, Insider Pages and Citysearch, and a map that floats down the page as a user scrolls. Place Pages also frequently show up in Place Search results.

Sometimes a query suggests local intent although it hasn’t been made explicit. For instance, a search for “dentist” suggests local intent because much of the time this query is performed when a searcher is looking for a dentist in her area despite not having included the location in her search. In these cases, Google displays results in what it calls Places Mode, some local results and a map mixed with general web results.

Where Competition Creeps In

With the release of Place Search and Place Pages, local results are more prominent in search results. Web savvy businesses that have optimized their Place Pages have an additional opportunity to be present in relevant searches. However, there are also some features of the new system that may benefit the competition, and thus require active attention.

Place Pages are a great way to present your business to potential clients, however your business isn’t the only one on the page. Related places displayed at the bottom of a Place Page are nearby, similar locations. In terms of business, this is the competition, listed right in your space. Similarly, ads are displayed along the right-hand side of the page. If your Place Page is ranking for your targeted keywords in Google’s general web or Place Search, a searcher who clicks on your Place Page is one click away from your competition.

Implications of Place Pages for SEO

The increasingly competitive environment of the Internet means it’s critical for businesses to be on top of their online presence and fully invested in all marketing opportunities. In Search Engine Land’s analysis of Place Search following its initial release, the effect on local SEO for Google was outlined:

[...] fully fleshed out Place Pages will assume much greater importance, as will being present and reviewed in the various sites featured in the “clustered” links. I’m sure someone will put together a pretty comprehensive list quickly but Yelp is one of the winners here, as are Citysearch, Insiderpages, Urbanspoon, TripAdvisor, Yahoo Local, Judysbook and others depending on the category.

Claim your Place Page and include all applicable rich content to improve its relevance and perceived quality. Use SEO best practices when managing your Place Page by including content that users will find useful or unique, such as photos and hours of operation. And maintain a presence in important review and local directory sites like those listed above. Google culls reviews from around the web when displaying reviews to searchers. The more positive citations and reviews your business has, the better its chances of performing well in search.

Building A Holistic Online Presence

Of course, a Place Page isn’t the only online presence your business may have. A business’s own website is a place to welcome visitors that best represents your professional personality and style. Without the intrusion of ads and competitor listings, your website lets you communicate to clients beyond the formatted guidelines set by Google. Get patients comfortable with a familiar but professional manner communicated through the site’s content and design. Optimize content with long-tail keywords that are less competitive and more relevant to your practice.

At DDS.com we have expanded our SEO services to include Place Pages optimization. This entails claiming your business’s page, creating an keyword-rich description, entering relevant information such as hours of operation, accepted insurance carriers, and uploading media content such as photos and videos. We also offer services that are increasingly important in the local space: review and social media monitoring. Reputation management is now required for any business operating today. Whether you’re listening to what people are saying online or not, your clients are talking. Reviews submitted to sites, such as Yelp and medical specific review sites like HealthGrades.com, are a prominent feature in Google’s Place Search and Place Pages. Effort must be taken to stay aware of reviews and comments posted online.

Things have changed enough that any product or service provider with a local practice should take a moment to learn what Google’s local search results look like today and what can be done to show up in these results when potential clients come looking. With an understanding of what’s entailed in local search engine placement and optimization, you may decide that a qualified specialist can help your dental practice take advantage of these opportunities to thrive online. DDS.com has been committed to building dentist websites and online marketing strategies since 2001. If you’d like to learn more, we’d like to know how we can help.