Download - Internet Marketing and Your Dental Practice
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Internet Marketing and your Practice
Presented by
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Why should you care about Internet Marketing?
• New Patient Acquisition• Increased patient retention and patient
engagement
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WebsitesSEO/SEMBlogging
Social MediaLocation Based Services
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Websites
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How can a website help your Practice?
Internet visibility to potential new patients Reduced call volume from existing patients Overall appearance of professionalism
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A Typical Dental Website
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SEO vs. SEM
Search Engine Optimization (SEO) vs. Search Engine Marketing (SEM)
Case Study: A potential patient is looking for a new dentist and turns to google. They search for “Vancouver Dentists”
There are two types of results on these searches:
Paid (achieved through SEM) Unpaid (achieved through SEO)
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An Example
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Search Engine Optimization
Based on Google's estimation of how relevant you are to the keywords
How do they determine this?
Content on your site
Correctly configured page titles, meta descriptions, URLs
“References” (inbound links) from other valuable sites (articles, blogs etc)
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SEO Keywords
Google Keywords Tool (free):
https://adwords.google.com/select/KeywordToolExternal
See how many people search for a specific keyword or phraseSee suggestions on similar keywordsCheck competition levels for those keywords
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Search Engine Marketing
This is paid search traffic
Use Google Adwords (http://adwords.google.com)
Pay Per Click
Bid “Per Click” to get impressions
Daily maximum budget
Requires a decent website to get a good ROI
Measure carefully with analytics
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Metrics and Analytics
Metrics are Key
You need to know
How many people visited your site How many pages they viewed How they arrived at your site (Organic, SEM, Social Media,
Referrals, Direct Visits) How long they stayed on your site Where they are geographically Try and track conversion to new patients Landing and exit pages
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Google Analytics
Free, Powerful
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Domain Purchase and Hosting
Look for a URL related to the keywords you're targeting
There are ongoing costs for a website. Hosting and Maintenance
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Clinicbook