Dentaltown June 2017 - 83

by Sam Harbison
As director of accounts at Search
Control, a marketing and ad
agency in Scottsdale, Arizona, Sam
Harbison works with clients in a
wide array of industries. Harbison
has 10 years of experience helping
customers improve their online
web presence through both
organic and paid strategies.

A

s part of my tenure
as a web professional,
I've bu ilt hundreds
of websites, set up an
equal number of online
marketing strategies ...
and heard thousands of questions from clients
who need guidance about everything from the
basics of owning a website to the specifics of search
engine strategies.
If your practice has an online marketing strategy-or
plans to develop one soon-you should ask yourself these
questions, and make sure you're comfortable with the answers.
(If not, rather than muddling through it yourself, it might be
time to search out qualified professional assistance.)

Why would I need to worry about hacking?
Do I really know my site?
It can be tough to jump into the technical ins and
outs of the web. You don't have to be a programmer, but
understanding the more critical components of your site is
essential if you want a successful web presence.
For example: If you don't know which platform your
site lives on, it's time to dig a little deeper. Many dentists
are using platforms such as WordPress, which my company
almost exclusively builds in. It's critical to understand that
your website is a living, breathing component of your online
marketing: Every year-and, actually, I'd recommend it
every three months-you should complete a quick "health
check" on your website. This means the following:
* Do you have a recent backup of the site?
* Have your plug-ins or other add-ons been updated to
help prevent potential security breaches?

* Does every "fill-in" form on your site still work, and
does everyone included on the form actually receive the
messages or emails sent from the site?
* If a cellphone user clicks the phone number on your
website, does it dial your business?
* Do you have the login information to your File Transfer
Protocol (FTP), website administrative backend and
hosting platform?
If you pay a company to manage your site and hosting,
oftentimes this is just a phone call making sure it has all of
the above in place. However, if you've recently transitioned
to a new vendor or have taken a portion of your website
management in-house, embed these bullet points in your
internal procedures. Over the past few years, a number of
large security breaches came from hackers leveraging outof-date website technology to spam or create havoc. These
security breaches can prevent emails from being received
and, in some cases, I've seen people lose entire websites.
I know it sounds like an excessive amount of caution,
but dealing with hackers and spammers is a reality in the
web today. Luckily, a quick health check can avoid the hassle
and stress of dealing with almost any type of security issue.
Avoid downtime and stay effective online by hitting those
checkpoints often.

I keep hearing about online directories.
I have a website-isn't that enough?
Having a website is a great start, but to maximize its reach
you also should "legitimize" that site by setting up accurate
profi les on sites such as Yelp, Google Local, Bing Places,
Superpages and Manta. Why they're important:
dentaltown.com \\ JUNE 2017

83


http://www.dentaltown.com

Table of Contents for the Digital Edition of Dentaltown June 2017

On dentaltown.com
Howard Speaks: Drive-Thrus and Dentistry
Professional Courtesy: Planning Ahead
Continuing Education Update
Travel and Learn: Live Ce Events
Industry News
Poll
Message Boards: Rubber Dam Frustrations? Tips and Tricks?
Message Boards: Why So Hard to Make a Good Rpd Framework
Message Boards: Antibiotics After Surgical Extraction
Message Boards: How to Know When Asymptomatic Apical Lesions Need Re-Treats?
Women in Dentistry: (Private) Practice Makes Perfect
Women in Dentistry: Forward Momentum
A Guaranteed Win in Vegas
Laser Education: Science and Safety
What's Your M.o?
Strength in Numbers
Product Profile: Premier
Product Profile: Smartbox Web Marketing
Product Profile: Dentsply Sirona Endodontics
Ad Index
Untangling Web Marketing
Ce: Understanding Survivors of Childhood Abuse
Dentally Incorrect
Dentaltown June 2017 - Intro
Dentaltown June 2017 - Cover1
Dentaltown June 2017 - Cover2
Dentaltown June 2017 - 1
Dentaltown June 2017 - 2
Dentaltown June 2017 - 3
Dentaltown June 2017 - 4
Dentaltown June 2017 - 5
Dentaltown June 2017 - 6
Dentaltown June 2017 - 7
Dentaltown June 2017 - On dentaltown.com
Dentaltown June 2017 - 9
Dentaltown June 2017 - Howard Speaks: Drive-Thrus and Dentistry
Dentaltown June 2017 - 11
Dentaltown June 2017 - 12
Dentaltown June 2017 - 13
Dentaltown June 2017 - Professional Courtesy: Planning Ahead
Dentaltown June 2017 - 15
Dentaltown June 2017 - Continuing Education Update
Dentaltown June 2017 - 17
Dentaltown June 2017 - 18
Dentaltown June 2017 - 19
Dentaltown June 2017 - Travel and Learn: Live Ce Events
Dentaltown June 2017 - 21
Dentaltown June 2017 - Industry News
Dentaltown June 2017 - 23
Dentaltown June 2017 - 24
Dentaltown June 2017 - 25
Dentaltown June 2017 - Poll
Dentaltown June 2017 - 27
Dentaltown June 2017 - Message Boards: Rubber Dam Frustrations? Tips and Tricks?
Dentaltown June 2017 - 29
Dentaltown June 2017 - 30
Dentaltown June 2017 - 31
Dentaltown June 2017 - 32
Dentaltown June 2017 - 33
Dentaltown June 2017 - Message Boards: Why So Hard to Make a Good Rpd Framework
Dentaltown June 2017 - 35
Dentaltown June 2017 - 36
Dentaltown June 2017 - 37
Dentaltown June 2017 - 38
Dentaltown June 2017 - 39
Dentaltown June 2017 - Message Boards: Antibiotics After Surgical Extraction
Dentaltown June 2017 - 41
Dentaltown June 2017 - 42
Dentaltown June 2017 - 43
Dentaltown June 2017 - 44
Dentaltown June 2017 - 45
Dentaltown June 2017 - Message Boards: How to Know When Asymptomatic Apical Lesions Need Re-Treats?
Dentaltown June 2017 - 47
Dentaltown June 2017 - 48
Dentaltown June 2017 - 49
Dentaltown June 2017 - Women in Dentistry: (Private) Practice Makes Perfect
Dentaltown June 2017 - 51
Dentaltown June 2017 - 52
Dentaltown June 2017 - 53
Dentaltown June 2017 - 54
Dentaltown June 2017 - Women in Dentistry: Forward Momentum
Dentaltown June 2017 - 56
Dentaltown June 2017 - 57
Dentaltown June 2017 - A Guaranteed Win in Vegas
Dentaltown June 2017 - 59
Dentaltown June 2017 - 60
Dentaltown June 2017 - 61
Dentaltown June 2017 - Laser Education: Science and Safety
Dentaltown June 2017 - 63
Dentaltown June 2017 - 64
Dentaltown June 2017 - 65
Dentaltown June 2017 - 66
Dentaltown June 2017 - 67
Dentaltown June 2017 - What's Your M.o?
Dentaltown June 2017 - 69
Dentaltown June 2017 - 70
Dentaltown June 2017 - 71
Dentaltown June 2017 - 72
Dentaltown June 2017 - 73
Dentaltown June 2017 - Strength in Numbers
Dentaltown June 2017 - 75
Dentaltown June 2017 - 76
Dentaltown June 2017 - Product Profile: Premier
Dentaltown June 2017 - Product Profile: Smartbox Web Marketing
Dentaltown June 2017 - 79
Dentaltown June 2017 - Product Profile: Dentsply Sirona Endodontics
Dentaltown June 2017 - Ad Index
Dentaltown June 2017 - Untangling Web Marketing
Dentaltown June 2017 - 83
Dentaltown June 2017 - 84
Dentaltown June 2017 - 85
Dentaltown June 2017 - 86
Dentaltown June 2017 - 87
Dentaltown June 2017 - Ce: Understanding Survivors of Childhood Abuse
Dentaltown June 2017 - 89
Dentaltown June 2017 - 90
Dentaltown June 2017 - 91
Dentaltown June 2017 - 92
Dentaltown June 2017 - 93
Dentaltown June 2017 - 94
Dentaltown June 2017 - 95
Dentaltown June 2017 - Dentally Incorrect
Dentaltown June 2017 - Cover3
Dentaltown June 2017 - Cover4
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