SEO promotion for dentistry

Hello everyone, I create and promote websites for dental clinics. And I suggest we talk about SEO promotion for dental clinics.

I will give you a clear answer to the question: Is it worth investing in promotion in your city?
We will analyze the mistakes due to which, even after achieving success in SEO, the site does not generate leads.
And in general, I will explain this phenomenon in simple and understandable language, and by the end of the video you will understand its essence, logic, and will be able to soberly assess your chances and control the work of contractors.
Let's talk about SEO scammers, and you will understand why you often get calls with this offer.

In this article, I will provide a full consultation that I give to my clients when they are interested in SEO promotion.

The first thing to start with is to explain how the result is achieved, how the search engine determines the position of your site in its search results. You need this to understand what work you are paying for. Imagine, please, that the search results are a table where websites on the same topic are sorted according to three criteria.

And when you say, let's start promoting our site, in reality this task sounds like this: let's improve our site so that it becomes better than our competitors.

This is how visitors behave on your site. Search engines see whether clients study the page to the end or close it quickly. Do they look at the price list and leave a request, or do they leave and return to the search. That is, Yandex shows your site as an answer to the user's query, and then analyzes whether the user's query is satisfied or not. If your site satisfied the query, it shows it higher and more often; if not, it lowers it in the ranking. This is called user factors in website ranking.

We can assess the quality of the site, see the number of pages and links your competitors have. This will allow us to understand how far other clinics have gone in SEO promotion and estimate whether you are ready to create better pages than them, pay for their creation and the purchase of links.

This is exactly the kind of analysis I conduct when a client who bought a site from me asks if I can handle its SEO promotion.

Because chain clinics, with large marketing budgets, have been investing in their websites for 10-15 years, teams of copywriters and optimizers have worked on them, and we will not be able to catch up. I understand this and explain to the client why this should not be done. In St. Petersburg the situation is similar, but a little less hopeless, in some places you can squeeze into the TOP 10, and I am currently working on two sites in St. Petersburg.

And where it is worth doing SEO optimization is in small cities. Sometimes it is enough to simply place a good website, and it immediately appears in the TOP 10 for some queries. I know this from my own experience. Usually in such a city there are 2-3 clinics working on promotion, and quite often their sites were made in the mid-2000s, they are morally outdated, and the appearance of a new convenient and beautiful website generates interest from visitors, and it quickly and confidently enters the top 10. And such cases are simply a sin to miss, when the result itself comes into your hands. The same site is good for Moscow, but for a small city it becomes the best, and this immediately brings it to good positions, quickly and without large investments.

The project for such a site is ready from me, please, it costs 150 thousand, if you want to get a good start in SEO, it will help you. The site contains about 40 pages, they are prepared specifically for user queries on therapy, implantation, prosthetics, orthodontics, consultation and diagnostics. All queries that people search for in search engines related to dentistry are already provided for in this site, it is designed for a good start, for future SEO promotion. Launching the site is extremely simple, you conduct a photo shoot of the clinic and provide the photos, we do everything else.

Let's summarize, SEO promotion is not some mysterious magic, it's simply the volume of work and investment. It can be predicted by assessing competitors.

If you work not in Moscow or St. Petersburg, then SEO can and should be considered as a source of traffic and leads.

I will not talk about SEO errors, but will name the main mistake that customers make. Namely, the inability to critically look at their site through the eyes of a potential buyer. What is the point of advertising a page with a long sheet of text, which does not have a single beautiful, motivating example of your doctor's work and a good commercial offer. It doesn't matter if you show it ten times, or ten thousand times, there will be no leads. It is useless to promote a bad page. That is, it may appear in the search results, people may click on it, but there will be no leads. Sometimes clinic owners call me and their question sounds like this: we have been successfully promoting our site for a long time, but it does not bring us leads. And I know this site, I really often see it in the search results. Remember we talked about one of the ranking factors being the size of the site, the number of pages, so they turned the clinic's site into an encyclopedia, which has articles about everything, but a good commercial offer is simply absent on these pages. Long texts, which Google really likes. But there is not a word about this clinic's experience in solving the described problem, no examples of work, and no treatment prices. The SEO specialist is responsible for the site's traffic, he has done his job, but he is not responsible for commercial results, and there is a huge gap in this area.

Let's give an example with veneers. For example, you want to appear in the search results for the query "Ceramic veneers" and for your site you have prepared three articles about veneers on different aspects: how they close diastemas, how they design smiles, how they create natural transparency. So, it is logical to show examples of work on these pages, introduce the doctor and make a commercial offer for prosthetics. And almost always this is not done, and it turns out to be an article for the sake of an article, there are readers, but no leads. This is everywhere, except for Moscow, if you pay attention to this, you will also start to notice it.

So before you start promotion and hire an SEO specialist, take an objective look at how you have taken care of motivating people to contact you. Roughly speaking, is your site retelling general information, or does it reveal the experience of your clinic in solving these problems. In the vast majority of cases, articles are written by copywriters, and the clinics' experience is not even mentioned, and this, in my opinion, is the biggest omission.

For clarity, I am now telling you about SEO promotion of dentistry and embedding my experience and my offer into it. If you experimentally type "Gum recession" in Yandex and open the first five links, you will most likely see long articles that have symptoms, causes, gum anatomy, stages of recession, surgical treatment methods, and there will not be a single before and after example done at this clinic and the prices will not be indicated. That's what I'm talking about. SEO promotion of dentistry should go hand in hand with demonstrative clinical cases, it is important not only to tell how the problem is solved, but also to show examples. No one does this. If you promote a page to the top and it has beautiful examples of work, you will become one of the most sought-after doctors in your city for this service.

So, we've talked about how to assess the prospects of success in SEO. We've discussed the main problem that reduces effectiveness. It remains to understand how to find a good contractor for SEO promotion, and why you are often called and offered this particular service.

The fact is that this work is paid for monthly. Gaining trust, receiving the first payments, showing positive dynamics at the start is quite easy. Usually, SEO sales are accompanied by manipulations with promises of big income from new clients. A contract is signed for the first three months, small works are done on the site, cheap links are purchased, and the site grows, for example, from the fifth page to the second. Traffic to the site hasn't increased much, but there is positive dynamics and you are offered to sign a contract for the next 6 months. Seeing positive results, you agree, sign a contract, and work on your site decreases. You are obligated by the contract to pay monthly for promotion, you receive reports, are shown small growth, and you continue to pay the next 6 months for 30-50 thousand. If the payment is small, you won't sue or even argue. There used to be many such agencies. Huge call centers where 80% of employees are sales managers. And these companies have ruined this market.

How would I look for a good contractor?

I would find three well-optimized sites that I like visually, and that are in the top positions, and looked at the bottom to see who promotes them. Often at the bottom of the site it is indicated who created it and who handles its promotion.
The chance of finding experienced and professional performers this way is quite high, but we must expect that the cost of their services may be higher than your expectations. Indeed, the race for positions is often a competition of budgets, and the one who is willing to invest more wins.

There are also positive examples of inexpensive promotion, and here's what lies at their foundation. I like the concept of low-hanging fruit, which is when we take what is close, within arm's reach. I am currently promoting websites for four clients. My work costs clients less than the market average, I estimate it at 30 thousand rubles per month, and we started by creating a site and seeing that even without links and without additional effort, it had already started to appear in Yandex. This is a good signal, indicating that it's worth pushing and it will reach the top in its city. And it's also important to note that in order to build long-term relationships, and SEO isn't done quickly, it's important for us to discuss the risks of both parties and find a balance that takes into account the interests and risks of both the customer and the contractor.

And we concluded a gentlemen's agreement.

We agree that, under the condition of good site positions, these payments for SEO last for two years. This time is sufficient to achieve and consolidate positions. After that, we consider our agreements fulfilled. The site is promoted, its promotion is paid for. I can stop developing the client's site, and it still remains at the top for a long time.

Such agreements eliminate the main doubt for me, as a specialist who invests maximum time at the very beginning of promotion. The doubt that if I give my best now and do everything, they will stop paying me. SEO agencies insure themselves against such risks by dosing their work, making small progress each month. But I want not to dose the work, but to burst into the top as confidently as possible on all important commercial queries, all-on-4, veneers, dental implants, aligners) and after that, being left without payment is very hurtful. So we discuss this point and begin intensive work.

It allows clinics to attract from 10 to 100 targeted visitors to the site daily. And you can also use such a scheme if you call me, and we'll see what opportunities for SEO promotion exist in your city.

I often hear from doctors about high competition, there are indeed many clinics, but the vast majority of them are absolutely passive. For them, a website is just another formality, another state requirement. And if you want to know which websites really work, how to make it so that it is interesting and attracts patients, please call me, I have a detailed presentation on this topic, I will gladly show it to you.

Thank you for your attention!