Internet Marketing and your Practice 

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Why should you care about Internet Marketing?

• New Patient Acquisition• Increased patient retention and patient

engagement

WebsitesSEO/SEMBlogging

Social MediaLocation Based Services 

Websites

 

How can a website help your Practice?    

Internet visibility to potential new patients Reduced call volume from existing patients Overall appearance of professionalism

A Typical Dental Website

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)

An Example

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)

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

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

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

Google Analytics

Free, Powerful

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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