Orthotown November 2013 - (Page 22)
practice management // feature
by Diana P. Friedman, MA, MBA
The Internet has fundamentally changed the way orthodontic practices acquire new patients. Today, more than ever, where
your site shows up on search engines will determine how much
traffic (and new-patient calls) is generated from your website.
Google, Bing, Yahoo! and other search engines are focusing
more on targeted local search activities. This makes sense given
that recent research shows 97 percent of consumers (prospective
patients) search for local businesses online.1 This bodes well for
orthodontists, if they navigate their SEO strategy well.
Consumers don't dig too deeply into search results - 87 percent of all clicks from organic search engine traffic goes to the
first five results.2 To capture the attention - and clicks - of
prospective patients, your practice's website must secure these
top spots in relevant searches for specific keywords.
1.
2.
3.
Place for Business. Google.
"Share of Listing Types and Share of Clicks." Search Engine Watch.
"Search Engine Optimization." Wikipedia.
Making SEO Work for Your Practice
Search engine optimization (SEO) is the "process of improving the visibility of a website or a webpage in a search engine's
natural or unpaid (organic) search results."3 Think of your website as a billboard on the highway: No matter how well it's
designed, you need traffic if you want people to see it and take
action. SEO helps you increase the prospective patient traffic to
your practice's digital billboard.
The right SEO strategies, supported with the right website,
will help your practice attract and convert more prospective
patients. Here are seven ways you can optimize your search
engine efforts.
1. Ensure Your Website is Easy to Use and Navigate
Google and other search engines use an ever-changing array
of algorithms to generate highly targeted search results. How
long visitors stay on your website is a key factor in search engine
continued on page 24
22
NOVEMBER 2013 // orthotown.com
http://www.orthotown.com
Table of Contents for the Digital Edition of Orthotown November 2013
Orthotown.com Highlights
Wired for Success: Building Your Dream
New Members’ Thoughts on SL Brackets
Help! Any Good Resources Out There for Office Start-ups?
New Office Design – Thoughts?
Seven SEO Strategies to Accelerate New Patient Acquisition
Office Visit: To Serve Others
You Should Know: Boyd Industries
Product Profile: DEXIS
Implementing Strategy in Orthodontic Practice
Addressing the Issue of Compliance – Treating Severe TM Joint Pain Without Surgery
Ad Index
Orthotown November 2013
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