Dental Marketing & Practice Management

Getting Started With Link Building

Tue, 27 Oct 2020 18:53:37 GMT

When a search engine like Google crawls a website it checks the page content plus inbound and outbound links to conclude how relevant that site is for keyword searches.

Inbound links are links that point to a website from other websites. They are also known as backlinks. Outbound links are links that point outward from one website to external websites.

Even though you may be the top provider of a service in your area, a competing practice that has created a successful online campaign through link building could rank higher based on Google’s perception of which one is the “trusted & preferred brand.” In this post, I will go over different types of links and their value to your practice.

Inbound Links From Charities

Charities and nonprofit organizations often have a donor’s page. If your practice donates to any charities check out their donor’s page and make sure there’s a link back to your website. By sponsoring yourself, friends, relatives, employees, and patients you’ll exhibit support for your community while also gaining a business advantage via the link.

Links From Associations + Organizations

If you’re a part of an association or organization, chances are they have their own website. If they do, find out if they link out to their members and get your website’s link added to their page. It’s important to be creative when campaigning for links!

For example, do you sponsor a little league team, reading club, or local school? Teams, clubs, and organizations welcome community connections for exposure and support! For instance, perhaps a local high school you sponsor can drive traffic to you by saying “Happy Dental would like to offer our athletes a free consultation. Give them a call today!” The word “Happy Dental” would link out to the practice’s website.

Reviews

Getting your business plenty of reviews should be a top priority and is also a great way to support your link building efforts.

Having the reviewer link to your page or responding to a review by supplying a link are both great practices. For example, being reviewed by a patient could look like this: “Dr. Sam and the whole Sesame Dental staff was amazing! They really made the Invisalign process a positive experience!” In this case, the link to the website would come from the “Sesame Dental” wording.

Responding to a review might look like this: “Thank you for visiting our office! We are glad you are having a good experience with the Invisalign process. We like to make sure you have all the information you need at your fingertips, so please check out our Invisalign page for a digital copy of care instructions!” The link in this scenario would be included from the words “Invisalign page.”

Referring Websites

If your business is a member of the Better Business Bureau or the local chamber of commerce they both typically have free online directories where you can submit your business information. Doing so can give you added visibility online to other businesses and community members.

Online community newspapers + bloggers who have mentioned your practice should also make sure and point a link to your website when they mention it. If they don’t, a polite request usually will result in a link!

Overall, reciprocal linking is a nice option in most cases. If any of these types of groups are willing to link to your website on theirs you can link to them on your “Meet The Dr.” page. That’s a good location to touch on your community involvement. Mutual linking is great for increased traffic and better rankings.

You can start the link review process by determining what links you already have. Think about the groups and organizations you are a part of in your community and go to their websites to determine if they’re already linking to your site or not. If they are not, ask them nicely and offer to provide a reciprocal link if they need an incentive to link to your site.

If you have any further questions or would like professional support with your link building efforts please reach out to the Sesame Team!

—Naomi Newell, Lead SEO Specialist, Sesame Communications

The post Getting Started With Link Building appeared first on Dental Marketing & Practice Management | Sesame Communications.

New Instagram Features Your Practice Can Utilize

Tue, 20 Oct 2020 19:51:21 GMT

One of the most challenging aspects of social media management is keeping track of the ever-evolving trends and updates within the different platforms. Being an up-to-date social media user is crucial for staying relevant to your followers.

In this post, I’ll go over the latest features Instagram has rolled out over the last few months and how you can use them to your advantage. Keep reading!

Reels

Instagram has a knack for mimicking successful parts of a competitor’s app and incorporating it into their own. Instagram’s latest “Reels” feature is no exemption. You will notice it’s a direct replica of the latest popular video App “TikTok”.

Reels allows users to create short 15 second videos. You can also browse Reels made by other users from your Instagram main feed by selecting the movie icon on the bottom row. Once you are watching, get inspired and create your own by selecting the camera icon in the upper right corner. You can add music and use various filters to make your Reel extra eye-catching. Don’t have time to make your own Reels? You can share your favorite Reels to your Instagram Stories!

New Instagram Fonts on Stories

If you need a quick rundown on what Instagram stories are and how to post them check out our blog post here.

In addition to the fonts already in use on Instagram’s Stories, they recently added four more fonts to choose from to make your story pop. The new stylish fonts are:

Serif in Regular and Cursive: A classic font choice.
Sans-Serif: A bold easy to read font.
An Editorial Inspired Font: Give your Instagram stories more of an edge with this font pick!
Comic Sans: A playful favorite!

Pin Comments Option Now Available to Everyone

Another new feature Instagram recently rolled out is the option to pin a comment at the top of a photo’s comment section. If there’s a comment you want to highlight, slide the comment to the left and select the pin icon. You can choose up to three different comments!

This is a great way to connect with your followers and make them feel like a special part of your online community.

We hope you feel motivated to get on Instagram and explore all the different ways you can get creative! Please contact us if you have any related questions.

—Jennie Rogers, Social Media Specialist 2, Sesame Communications

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Creating Engaging Instagram Content

Tue, 13 Oct 2020 20:20:56 GMT

In recent years, Instagram has skyrocketed in popularity to become one of the most visited and influential social media networks.

According to recent reports, there are on average over 500 million active users on Instagram every day. When it comes to Instagram, it is important your audience is connected and engaged with your practice. Now more than ever, it is essential to create content your followers want to interact and engage with.

Be an Expert

Instagram is all about showing off your office’s unique personality. Your followers are following you for a reason – they want to see updates from your office and staff! Posting in-office updates can help you become a trusted expert in your community. Genuine posts coming from trusted experts can be both informative and fun!

Another tip is to ask questions. They can be as simple as “what kind of toothpaste do you prefer?” Trying to start conversations online will typically result in increased engagement.

Keep it Simple

When it comes to photos for Instagram, the goal is for all your content to be thoughtful, high quality, engaging, and consistent with your brand. Clean, simple, and well-lighted content tends to encourage more engagement out of your followers. Don’t overthink it! Finding a spot in the office that’s well-lit and has a simple background will go a long way towards making your photos look more professional.

Action!

Play around with different forms of media on Instagram. Quick videos and GIFs can be attention-grabbing and result in increased engagement.

A simple video of the doctor giving a tutorial or an occasional patient testimonial can be an easy way to connect with your followers on a more personal level. Also, don’t forget about Instagram Stories! They are quick videos and photos that disappear after 24-hours that help highlight office happenings in a unique way to drive engagement.

Patients follow you on Instagram to keep up with the ongoings of your office. While the Sesame Social Team may be providing you with regular quality posts, the superstar pieces (the ones we typically see get the most organic engagement) often come from you. Take risks, try new things, and most importantly – have fun with it!

—Tyler Harris, Lead Social Media Specialist, Sesame Communications

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Simple Steps for Creating Excellent Ad Copy

Tue, 06 Oct 2020 16:39:58 GMT

First impressions matter in the world of digital marketing. Your Practice’s Pay-Per-Click (PPC) ad is likely to be seen only one time by a prospective patient.

That’s why optimizing ad copy is an absolute must. The more you can cater your copy to the needs of your audience the more clicks you will receive from prospective patients.

The good news is that there are some basic practices you can adhere to that will help ensure your ads have a great click-through rate. In this post I’ll cover some easy-to-implement search ad copy ideas for practices to utilize.

Use All Available Ad Space

In July of 2018, Google Ads released its latest version of Expanded Text Ads and Microsoft Advertising (formerly Bing Ads) has since followed with a similar layout. Previously there were two 30-character headline spots available but now there are three 30-character slots. There are also now two 90-character description lines available instead of just one 80-character line under the old format.

Here’s a pretend ad I created to exhibit the new layout:

The new layout provides advertisers with considerably more space for ad copy. By using all of the available headline and copy space an ad becomes larger and, hence, more visible in search results. That pushes competitor ads further away and increases the likelihood of a prospective patient clicking on your ad in a relevant search result, which is the desired action. In short, make sure and use all available ad space!

It’s also crucial to take advantage of ad extensions such as sitelink, call, and callout extensions. Including optional extensions within ad copy will make a given ad’s presence within search results even larger, resulting in more visibility on results pages and likely driving further gains in clicks.

Get Local

People don’t want to stray far from home when they’re looking for a new orthodontist, dentist, or specialty dental care provider. That’s why it’s important to include local themes in ad copy.

Specifically, mention the city or even the area of a large city in which the practice is physically located. That will appeal to anyone looking for a new provider close to where they live or work, which should be most prospective patients.

Using the sample ad I created to exhibit the latest expanded text ad format, here are some possibilities for integrating location into ad copy:

Be Direct With Services

Be direct with the services your practice provides. Don’t create ad copy that makes people guess what your practice can do for them.

By stating your services within ad copy you will help ensure that people clicking on your ads are truly interested in what you can offer them. Thus, the quality of clicks going to your website or landing page will be much higher than it would be with more generic or vague ad copy.

In the example being used within this post, the first line of ad text explains exactly what the pretend practice can do for prospective patients:

Have an Obvious Call to Action

Make the action you want people to take very clear. Most likely, your practice will want prospective patients to call you directly or to schedule a consultation. In any case, don’t make people guess what the next step is. Spell it out!

Use the body text within the ad to invite prospective patients to click on the ad and take the desired action. People doing research are unlikely to know the precise next step they should take, so tell them.

Let’s reference the aforementioned ad example one more time. The final body line spells out why someone should click to contact the practice to learn how they “Can Help Your Smile + Get a Free Consultation!”

To briefly recap, by taking up maximum available ad space and including mention of your practice’s local market you can improve your odds of attracting the attention of prospective patients. By clearly indicating the services your practice offers and listing a call-to-action within ad copy you’re much more likely to turn that attention into a click through to your website or landing page.

Please feel free to reach out to us with any questions you may have!

—Mike Fitterer, Sr. Marketing Manager II, Sesame Communications

The post Simple Steps for Creating Excellent Ad Copy appeared first on Dental Marketing & Practice Management | Sesame Communications.

Referrals Alone Are Not Enough

Tue, 29 Sep 2020 18:40:13 GMT

Word-of-mouth advertising has always been an amazing source of lead generation for all business types – especially healthcare. It’s something we hear all the time at Sesame when we speak with new practices: “I get all my business from word of mouth.”

In reality, though, in the digital age potential patients don’t simply accept a friend, relative, or acquaintance’s advice. They also perform their own online research.

So let’s answer the question. Is word of mouth all you need to get new patients? The long and short answer is…no.

The Typical Process Undertaken by Prospective Patients

When is the last time someone gave you a referral and, without even Googling their name, business, etc., you just gave them a call? It’s probably been a while. Potential patients don’t do that either.

When your business regularly gets great referrals, you definitely have a leg up over your competition. Still, potential patients who just learned about your practice from someone else typically pull out their phone and start analyzing your online presence. This process often includes reviewing your website, your online reviews, and your social media profiles.

Imagine you just got referred to a business and, when you try to look them up online, their website looks outdated or maybe they don’t even have one. Then you try to look at reviews and they have just a few from multiple years ago with questionable ratings and their social media profiles haven’t been updated in months or years. Many prospective patients will be turned off in such a scenario – even with a referral from someone else.

That’s why ensuring that your digital presence and marketing efforts are consistent with what is expected from prospective patients is an absolute necessity.

Requirements for Digital Success

You need a modern website that is easy to navigate and provides information existing and prospective patients need. Your practice also needs to build up quality reviews and consistent information on sites like Google My Business, and it’s important to have an active and engaging social media presence.

Someone knowing either your name or your practice name is a great start, but a strong online presence to help convince the referred person to become a patient is equally if not more important.

—Phil Horton, Sr. Search Manager, Sesame Communications

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Incorporating Seasonality Into Your Blog Posts

Tue, 22 Sep 2020 16:15:36 GMT

If you’ve read our previous posts on tips and tricks for writing and maintaining your website blog then you already know the blueprint for what makes up a successful blog post. Now that you know what goes into crafting a readable and engaging blog it’s time to choose a topic. Need help coming up with ideas for some new topics? Today, I’ll discuss incorporating seasonal content into your blog.

Seasonal vs. Evergreen Content for Your Blog

Many argue that a truly successful blog post consists of “evergreen content”, meaning that your topic doesn’t have an expiration date in relevance. An example of a post containing evergreen content would be one about brushing and flossing. It’s a timeless subject that readers will return to again and again. While seasonal content for your blog is only relevant at certain times of the year, differing from evergreen content, it’s still an effective way to drive traffic to your blog and engage with your readers.

Why Seasonal Blog Posts?

There are numerous advantages to incorporating seasonality into your blog posts. Here are 2 primary points to consider:

Trending – Choosing a seasonal topic meets the immediate demands of your readers and can drive up your blog traffic briefly.
Relatability – Seasonal blogs can be an opportunity to share something a little more personal with your readers and connect with them.

Seasonal Blog Topic Ideas

Seasonal content falls into two categories: Event-Based and Time-Based. Time-Based topics discuss the changes of the seasons or one season specifically like a blog post about your favorite fall activities. Event-Based topics celebrate holidays or other events either in your community or at your business. An example of an Event-Based post would be a current promotion your office is having, a charity you’re involved with, or how you plan to spend Thanksgiving or other holidays.

When it comes to choosing between the two, both Event-Based and Time-Based posts should be focused on equally. Both cover different aspects of seasonal topics that can keep your readers up-to-date with the latest happenings both in and out of the office. Also, be sure to include photos!

In closing, finding the right balance of evergreen and seasonal content will help you achieve blog success and keep your readers coming back!

—Jennie Rogers, Social Media Specialist 2, Sesame Communications

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Content Should be Fun and Topical

Tue, 15 Sep 2020 18:07:38 GMT

One of the biggest challenges with posting content to a blog or social media profile exists with selecting themes your audience will be interested in.

People only gravitate to certain types of content. That’s why keeping reader interests in mind is a necessity.

To help narrow down the selection and creation path I’ll cover themes, types of content to stay away from, and what typically works well in an online setting within this post.

Stick to Industry Themes

Stick to what you know. In this case, that means themes should generally be related to dental/ortho/specialty topics. Visitors to your site or social profiles are looking for content related to your area of expertise.

In general, patients and prospective patients are not interested in your opinion on anything outside of what your practice specializes in or the collective personality of your office and how patient interaction is conducted.

This is a general rule. There are some exceptions. One hypothetical scenario involves a beloved sports team in your market. If your practice decides to support the team by wearing jerseys on game days, posting occasional group pictures on social media may endear fellow fans to your practice and it can help illustrate that the practice employees are actually humans.

Stay Away From!

Perhaps it’s obvious, but don’t talk about politics, sexuality, or anything remotely controversial on your official practice channels. It’s also wise to avoid the use of potentially offensive language and imagery that could be at issue for any current or prospective patients.

Less straightforward, though, is the quoting and re-posting of medical studies and themes. Launching content from trade journal articles or topics with copious amounts of dental professional language will NOT be of interest to most of your audience.

If you think a study or professional article contains interesting tidbits that will appeal to your audience, quote the interesting info and provide a link to the rest. That will allow the few people interested in the finite details to inspect them as they please.

Popular Themes

So, what types of themes are appealing to people?

Let’s start with layout. On the internet people scan content rather than read it in its entirety like they would with a book. That means being brief is important. Shorter paragraphs and plenty of strategic spacing is advisable. Sprinkling in bullet points and images can also help make a longer piece of content appear more palatable.

Layout is great but what do people like to read? In truth, there’s no one correct layout formula. However, one simple suggestion is to consider the audience. What information will benefit patients and prospective patients personally? Focusing on ways to save time, money, or improve dental health are likely to attract interest. After all, nearly everyone is interested in personal growth in each of the aforementioned areas.

Another winning formula is the cute, funny, or adorable content route. This requires more audience awareness, though. What is funny, cute, or adorable to one person may not elicit the same reaction from another person.

By sticking to dental industry themes that are not offensive but provide personal appeal to your audience your practice will set itself up to gain positive visibility on search engines and social media channels. Please feel free to reach out to us with any questions you may have!

—Mike Fitterer, Sr. Marketing Manager II, Sesame Communications

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Explaining Local SEO and Why it’s Important

Tue, 08 Sep 2020 19:04:34 GMT

Where your office physically exists is one of the most important factors influencing your Search Engine Optimization (SEO) efforts.

We would all love to rank in the top of the search results no matter where people search from. The reality, though, is that locality is and should be the focus of how search results are displayed. Optimizing for “local search” is the focus of this blog post.

A Brief History of Local Search

Back in 2016 and again in 2019, Google released updates to its search algorithm. With these updates, Google decided that one of the most important factors in ranking was the location of a business and the location of where a search originated from, meaning the searcher’s physical location.

The reasoning is simple. The majority of searches are some variation of “service + city” or “service + near me” and Google is always trying to deliver the best possible results for search queries.

Optimize for Your Location

Two people searching for the same thing but standing a mile apart may get two completely different sets of results.

Consequently, it is imperative that you optimize for the community in which your business is physically located. When creating content for your website, make the city or town the focus. By all means, include neighborhoods around you, but the further out you go, the more difficult it will be to rank well in search results.

Relevant Information is Crucial

With location being so important, the information posted about your business online must be thorough and accurate.

As more and more directory listing websites have come into the mainstream, they’ve provided additional signals to Google about where your office is located.

Unfortunately, many of these sites pull from other sources so if the information is inaccurate on 1 directory, chances are, it’s off on others as well. If Google can’t locate your correct address and other business information, your overall presence may be penalized, meaning your visibility in relevant search results could decrease. To summarize, making sure that your directory listings are correct will help you with local search results.

The Role Played by Directory Listings

Speaking of directory listings, one of the most important aspects of your local search rankings is your Google My Business profile. This profile literally tells Google exactly what your business does and where you do it.

When it comes to local SEO this is obviously incredibly important. The information included within Google My Business is the #1 ranking factor for determining how your business appears on search engine results pages that feature a map (also known as map pack or snack pack).

The most important step is to make sure that you have claimed and verified your Google My Business profile and all of your core business information is correct. The more information you can add about your business, the better chance you give yourself to rank in the map pack.

SEO is ever-changing as search engines try to deliver the best possible results to their customers. However, one static factor is your practice’s physical location and the prospective patients looking for it. Making it easy for the search engines to understand your location and target audience is a necessary step for maximizing your visibility on results pages!

—Phil Horton, Sr. Search Manager, Sesame Communications

The post Explaining Local SEO and Why it’s Important appeared first on Dental Marketing & Practice Management | Sesame Communications.

Homepage Updates for Better Search Engine Visibility

Tue, 01 Sep 2020 19:22:56 GMT

On most websites, the homepage is more important than all others. It acts as the gateway to relevant information featured in different sections of a website, such as services provided. It’s often the page that gets the largest volume of site visitors.

Thus, given its level of importance, practices should prioritize available marketing time and attention towards their homepages before spending considerable time elsewhere.

In this post I’ll cover four different elements of a homepage that should be optimized in order to improve search engine rankings. Improving rankings often leads to higher volumes of relevant traffic from current and prospective patients.

Optimize the Title Tag

Title tags show up in the heading for search results listings and at the top of a visitor’s web page browser once the page is loaded. The title tag’s purpose is to inform search engines and website visitors about the main theme of a given page.

That’s why it’s important to have a title tag that’s relevant to your practice. Being direct, concise, and location-specific is the best course to take when devising a new one.

For example, for a fictitious orthodontic practice in San Diego named “Ortho Excellence” an applicable title tag would be:

Orthodontist in San Diego, CA | Ortho Excellence

For more information, please feel free to visit this post on title tags specifically.

Have a Relevant Page Heading

The homepage heading should provide a clear representation of what a practice can do for prospective patients. If the wording doesn’t immediately lead to recognition of available services, even in a broad sense, a website visitor unfamiliar with the practice is likely to leave the site immediately.

Let’s look at the made-up practice in the previous example. A simple, yet effective, title line for that website could be something like:

Orthodontist Serving San Diego, CA and Surrounding Areas

Being direct, rather than trying to be cute and creative, is almost always the best option.

Feature Your Most Important Content First

Search engines and website visitors want to be able to find the most important content on your homepage easily. Due to the nature of websites, scrolling to reach content further down on a given page is often necessary depending on the device type someone is using.

As a result, it’s important to list the most important content on a web page first. That allows people and search engines to find the information they’re looking for quickly.

In carrying over the orthodontic practice in San Diego example, within the first 1 – 2 body paragraphs of the homepage content, the fictitious “Ortho Excellence” practice should talk about being “an orthodontic practice that serves San Diego.” The most important elements of the practice are its specialty area and physical location. Presenting this information towards the top of the homepage will help illustrate this practice’s relevance to search engines and site visitors for both.

Create a Customized Meta Description

The meta description is the brief summary of a search results page that the search engines display for a given result.

For Sesame’s homepage, the text within the box featured in the following example is the meta description.

While the meta description has no bearing on search rankings, having an optimized meta description does heavily influence the number of people who click on a search result.

By optimizing this brief snippet of text a practice can describe itself and provide a call-to-action such as the “Learn more today” line Sesame uses.

For the previous “Ortho Excellence” example, a good meta description could be something like:

Ortho Excellence is the premier braces + Invisalign provider for the San Diego area. Learn how we can help make your smile look even better!

It’s very important to note that the search engines will truncate the description if it’s too long. That means having something that’s between 50 – 150 characters is a best practice so that the whole statement is visible in search results.

Any practice following these four homepage optimization steps will position itself well for improved visibility within relevant search engine results for its homepage.

If you have any related questions, comments, or needs please feel free to reach out to us!

—Mike Fitterer, Sr. Marketing Manager II, Sesame Communications

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How PPC Can Supplement Your SEO Efforts

Tue, 25 Aug 2020 17:53:14 GMT

When deciding if Pay-Per-Click (PPC) marketing is right for you, ask yourself “will it help my practice’s visibility in search results?” To answer that question, we first need to learn more about what search engine optimization (SEO) entails and how it differs from paid advertising.

Onsite SEO is based on the foundation of your website. SEO entails optimizing the content on your website to answer questions such as “Why your practice?,” “What service do I need?,” and “Where can I receive this service?”

It also refers to modifying your website’s code to help search engines gain a greater understanding of the themes and topics you present.

The overall goal of SEO is to get your website listed in the top unpaid search engine results positions in order to drive more relevant traffic to your business.

PPC, on the other hand, entails paying on a per-click or impression basis for your ads that show up in search results. Rather than having a search engine algorithm decide where your listing ends up like with organic search, with PPC you largely decide which keyterms your ads will show up for in search results and how much you’re willing to pay.

Here is a quick overview of the benefits of PPC in relation to SEO:

Drive Additional Traffic to Your Website

All roads lead to traffic, because traffic = potential patients. By paying for relevant traffic you increase the volume of prospective new patients becoming aware of your practice leading to the likely scenario of more new patients for your practice.

Reach Outside of Your Geographic Proximity

SEO focuses primarily on hyper-local results. If you do not have a physical presence very close to where someone is performing search queries, you may not be able to reach them organically. PPC allows you to broaden your footprint to reach areas that may be a significant part of your business by targeting whichever geographic proximity you please with your ads.

Target struggling keywords

If there are terms your practice is not ranking well for in organic search results PPC can help. Because you pay for keyword positioning in search results with PPC, you can pay to show up prominently for really important terms that you may not be ranking for from an organic search perspective. In essence, you can buy visibility in search results. That’s often a good policy for ensuring prospective patients can find your website for relevant search terms that have a lot of competition from rival practices.

Bringing PPC traffic to your websites should only a single aspect of your overall digital marketing strategy. You must have a website and search presence that answers patient’s queries such as “Why your practice?,” “What service do I need?,” and “Where can I receive this service?”

Each marketing channel has its own value in your digital strategy and they all support one another. For example, without effective content, you will pay for clicks that do not result in calls. By having a great PPC presence supplemented with excellent SEO and a positive focus in other channels like social media and email you’ll generate a wholistic approach towards reaching your target audience of prospective patients.

—Rebekah McBride, Senior SEO Specialist, Sesame Communications

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Rules for Creating SEO-Friendly Website Content

Tue, 18 Aug 2020 19:50:44 GMT

In order to drive new patients to your website, your website content needs to represent your practice. Whether you think about it this way or not, your practice is a brand. It’s up to you build your brand so that it’s positively perceived by patients and prospective patients.

Patients assume that you are qualified. However, with competition patients need to know who you are as a person and a community member. Is your office perceived as being family-friendly with a fun staff? Do people view you as focused on high-quality results with no frills?

Whatever your practice’s focus is, your website should reflect it. The content on your site needs to be filled with pictures, videos, and written content showing off what makes you unique.

In this post I’ll unpack some key items to consider when writing great content that will help with your SEO efforts.

Be Consistent

Consistency is crucial in your branding and positioning. When someone arrives at your website, are they seeing your brand? Your website should effectively express who you are and how you want your practice to be represented.

Once a prospective new patient arrives at your site they should instantly see what makes you special and sets you apart from your competitors. When you use content unique to both your practice, Google recognizes that information and ranks you higher on relevant search engine results pages. It also goes a long way towards leaving a good impression on prospective new clients; they want to know what it’s like to get treatment at your practice specifically.

Include Local Themes

Google gives businesses ranking priority for search results in their physical location. That means that if your practice is physically near the person searching for you online, your chances of showing up in local search results are higher than if the person is physically far away.

This is why a concerted focus on location throughout your content is so important; you will always rank higher for searches where you are physically located.

Topic Relevance and Distinction

The service(s) you are trying to rank for should be prominently mentioned on your website.

If you want to rank for something, be highly relevant for that topic. This is why it’s important to consider a separate page for each service that your practice offers. It gives your SEO Specialist greater ability to target specific relevant topics and gives the practice the ability to showcase results and manage patient expectations.

This is why SEO experts so often promote the importance of unique content. I cannot stress enough how important unique content is in terms of rankings. Typically, most dentists and orthodontists use generic, duplicate, content for each of their common procedures. No matter how successful your practice is, rankings will plateau or take a dive when Google crawls a website and the crawler confirms that the content you have isn’t tailored to your practice specifically.

A Productive Activity for You + Your Staff

With the aforementioned points in mind, there’s one great exercise you can do with your staff to help devise new content.

Take out a sheet of paper and write down your primary services. They will likely be things like cosmetic dentistry, teeth whitening, Invisalign, and such.

Once you have written these services down, go through your website and see if you have an existing landing page for each one. Make a check next to each service for which you have an existing page.

If you identify a primary service you offer and can’t find content for it on your site, circle the service and remember that you will want to add content for that service. If you’re an existing Sesame SEO client, contact your Sesame SEO team and we can take it from there!

Prospective new patients can identify whether or not you are the right fit for them based on the information presented on your website. If you can account for these geographical and personal identifiers it should help your search engine rankings moving forward.

—Naomi Newell, Lead SEO Specialist, Sesame Communications

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Standing Out on Facebook Using Great Imagery + Videos

Tue, 11 Aug 2020 19:37:54 GMT

Utilizing Facebook to connect with your patients is very important. In a time when in-person communication has been limited, fostering communities online has become an essential part of maintaining relationships.

Posting photos and sharing content from your practice goes a long way towards letting your patients (and prospective patients) get a feel for what it will be like during their next visit. That can be comforting in times of change. Connecting with patients online using your social media platforms will help you convey your business as a distinct and well-defined brand and a trusted resource for your community.

In this post I’ll cover tips for creating great images and videos that will help make your content stand out on Facebook.

Staging

When it comes to photos, the goal is for your content to be thoughtful, high quality, engaging, and consistent with your brand. This is certainly easier said than done! To start out, we recommend you try to take clean and simple photos. Content that is bright, well-focused, and has a simple, uncluttered background, performs best on social media. When taking a photo for Facebook, think about the staging for a moment. Even if the photo is of a donut or something simple, the details in the staging can make all the difference.

Lighting

Understanding how lighting can enhance your photos is also necessary for creating quality content for social media. If there’s too much light your subject may become washed out. With too little lighting the result might be a dark, unflattering photo. Seeking out a space in your office with good natural light can elevate your photos and videos to the next level. Oftentimes office lights can be harsh so don’t be afraid to play around with lighting to find the best lit angles.

Action

Motion tends to captivate audiences on social media. Playing around with short video or “live” photos can result in very engaging content. Don’t be afraid to take many shots when trying to take a great action photo. Sometimes you just have to keep shooting to find that perfect one. Most phones these days have “burst” shots which will take many photos at once which you can later sort through!

Utilizing Blank Space

A photo or video with the subject taking up the whole frame can be overwhelming. When staging a photo, you want to utilize blank space in the frame. One of the most popular ways to compose photographs is to use the Rule of Thirds, “The Rule of Thirds is a type of off-center composition where important elements of a photograph are placed along a 3×3 grid, which equally divides the image into nine parts.” … “With the rule of thirds, photographers envision four lines across their photographs, which also creates four intersecting points. The important elements within a frame should be placed at the intersection points of these lines.”¹ This basically means that having the subject of the photo off center, with a little bit of blank space will be more captivating to your audience.

Find Your Angle

Sometimes straight-on shots aren’t the most interesting for viewers. Utilizing different angles can give you a different perspective and can help you create more eye-catching content. Switch it up! Try multiple different angles (side, over-head, straight-on) and see what looks the best with your lighting. This applies to photos and videos with objects as well as photos of your smiling patients. Find their best, most flattering angles. They’ll surely appreciate the effort!

Photography and social media are all about getting creative so have fun with it! Feel free to take risks and try new things. Taking photos and videos does not have to feel like a chore. Utilizing these tips can result in the creation of beautiful content that will help you stay connected to your patients!

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—Tyler Harris, Lead Social Media Specialist, Sesame Communications

The post Standing Out on Facebook Using Great Imagery + Videos appeared first on Dental Marketing & Practice Management | Sesame Communications.

3 More Tips for Writing Great Blog Posts

Wed, 05 Aug 2020 16:30:00 GMT

Writing and maintaining a blog for your website may seem like a daunting task at first. Rest assured, your efforts won’t go unrewarded!

Frequently creating consistent content for your blog benefits your website and aids in growing an audience that is actively engaged with you online. A successful blog post should be rich in keywords, stay topical and relevant, have a recognizable voice, and be easily sharable to your social media profiles.

As a follow-up to our our recent 3 Tips For Writing Great Blog Posts piece, in this post I’ll share with you some best practices to help vanquish your blog fears and get your creative thoughts flowing.

Choosing a Blog Post Topic

The first step is to determine what you want to discuss in a blog post. As a healthcare provider there are a ton of different subjects you can dive into! To get started, try writing up a list of posts you could write like “A Guide to a Successful Daily Oral Care Routine”, “Monthly Office News”, “Picking a Toothpaste That Works For You”, and such. Creating a blog roadmap for yourself can help you stay organized and on track.

If you’re struggling to come up with ideas check out the post we created covering free tools for generating blog post ideas.

Finding Your Voice

Crafting a brand voice that is both strong and recognizable is crucial. Sticking with subjects in your area of expertise cultivates authority in your voice and creates trust from your audience. The tricky part is not sounding too formal. To combat the formal writing tendency, imagine you are speaking to someone you are comfortable with while writing.

Sharing With Your Audience

Remember to share your posts to your Facebook and Twitter profiles after they’ve been launched with a short caption that prompts the reader to click the link, read more, and share to their own social media platforms. Doing so will promote engagement with your social media audience and help build your online presence and develop a devoted community.

Following these 3 best practice tips in addition to the ones covered in our previous post will help you craft a great blog post every time. The end product should be a blog post that’s engaging, aids in getting your practice visibility in search results, and leaves your audience with information about you and your practice that will encourage them to return for more related content in the future. Happy writing!

—Jennie Rogers, Social Media Specialist 2, Sesame Communications

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Summer Social Media Content Suggestions With COVID-19 in Mind

Tue, 28 Jul 2020 15:58:18 GMT

The COVID-19 pandemic is forcing a new normal in most communities. As a result, social media has become a crucial avenue for practices to keep in touch with current patients and market their services to potential new patients. For this reason, it’s important that you adjust your content to the current state of affairs in order to better communicate with your audience. If you’re having trouble creating social media content at the moment, here are a few seasonal suggestions:

Office Updates

In recent times, many regulatory bodies have loosened up restrictions and many businesses are opening back up to the public. As such, this is a great time to communicate with your patients about new safety procedures, your opening schedule, any changes in the appointment-making process, and what they can expect when they come to your office.

Healthy Summer Tips

With warmer days comes thirst and a change in diet. This means that many people will find it easier to reach out for thirst-quenching sugary drinks or quick unhealthy snacks. Use this opportunity to make content that reminds patients about healthy snack alternatives from a dental-industry perspective. These posts can help establish your practice as a trusted source of useful information, making it more likely for people to view and engage with your content in the future.

Humanized Posts

Many people are really struggling right now and social media gives you the opportunity to connect with your patients on a personal level. Consider making a post to celebrate an employee’s birthday or sharing how your team is trying to enjoy the warm summer months while social distancing. These types of posts can help you increase engagement on your page and can go a long way towards getting you closer to your patients and your community.

Above all, try to maintain a positive tone with your content. In a time where negative news is rampant, associating your business with positivity will help you stay relevant in your audience’s mind and help you retain more patients once normalcy has returned.

—Jonathan Giraldo, SEO Specialist, Sesame Communications

The post Summer Social Media Content Suggestions With COVID-19 in Mind appeared first on Dental Marketing & Practice Management | Sesame Communications.

3 Tips For Writing Great Blog Posts

Tue, 21 Jul 2020 22:16:28 GMT

Not all blog posts are created equal. Once you’ve decided on a topic there are a handful of key decisions to make that will ultimately contribute heavily to whether or not your post is a success.

The title and layout of a blog post are critical contributing components. As a best practice select a simple and enticing title and support the theme with a great layout. If you do, readers will be much more likely to read the whole post and take further action than if you don’t.

In this post I will cover simple tips for encouraging potential readers to click on your blog posts and read them from start to finish.

Blog Post Title – Simple and Direct Work Best

When writing a new blog post, it’s easy to try and come up with a unique and catchy title. After all, you want to create a post that stands out from everything that’s already out there.

The problem with being too catchy, though, is that if you select something that’s very unique and creative people will have no idea what the post is actually about. You’ll likely also get lower traffic volumes to the post because search engines will struggle to understand how to index it correctly in search results.

As a result, your best option is to keep your title topical, simple, and short. Don’t make search engines and potential readers guess what your post is about – tell them directly in the title.

For example, here’s a title from a recent blog post I created:

The title is brief and explains the subject matter of the post. People interested in writing content catered to their practice’s market should find this post useful and the title helps search engine crawlers understand what the article is about.

Be Brief With Text

People scan content online instead of reading it word-for-word. That means brevity is crucial.

Rather than writing long and flowery sentences, try to be short and concise. Keep paragraphs short and make sure that you’re using bullet points or numbers when it makes sense.

Use Images in Your Post

Including images along with content helps visual learners understand the points you’re making. Images also help break up longer sections and draw attention to key points you’re attempting to make.

Here’s a sample from the same blog post I wrote:

I used the image to break up a somewhat long paragraph and to provide a visual of what I was explaining. The image also helps to draw attention to that paragraph (and to the blog post as a whole) for someone who is just scanning through it.

So, to briefly summarize this post, using short titles that directly tie into the theme will increase clicks on your post and should help with indexation by the search engines. By keeping sentences and paragraphs brief while adding in images to help clarify points you can really improve engagement too.

If you have any questions related to these blog post recommendations or you would like more information regarding Sesame’s professional blog creation and posting solutions please contact us.

—Mike Fitterer, Sr. Marketing Manager II, Sesame Communications

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Why it’s Time to Stop Avoiding SEO

Wed, 15 Jul 2020 18:53:27 GMT

When it comes to avoiding Search Engine Optimization (SEO) efforts, there are some common themes such as:

“Our business comes from referrals.”

“People don’t actually use the internet for finding a doctor.”

“We already show up high on Google.”

We’ve heard a ton of reasons why people think they can avoid any type of active SEO efforts. No matter what the reasoning behind that thought, it’s time to change this mindset. Because 90% of all people looking for a new doctor start with an online search, having a strong online presence is a must.

In this post I’ll discuss a few key reasons why it’s time to stop avoiding SEO.

1. People Prefer to Click on Organic (Meaning Non-Paid) Search Results

Research shows that when doing an online search, people tend to prefer clicking on organic (meaning non-paid) results. That’s why 70% of all clicks on search results links go to organic results. By being a practice that shows up on the first page when someone searches for “dentist in (insert your geographic area)”, “orthodontist in (insert your geographic area)”, etc., you are giving yourself a great chance for your website’s result to be clicked on.

2. Organic Visitors Tend to Have High Intent Levels

People who click on links in search results tend to result in well-qualified Leads. The reason is that someone searching for something like, say “Dentist in San Antonio,” is actively looking for a new dental practice in the San Antonio area. The search engine algorithms are intuitive enough to know the mindset of such people when they’re searching so the search results they’re given very accurately portray a list of dental practices in the San Antonio area.

To illustrate this point, here’s a look at the first non-map results that display for me when I search for “Dentist in San Antonio”:

3. Organic Traffic is Free

Unlike visitors from paid search ads, visitors that find their way to your website via organic traffic cost you nothing!

Anyone can open up their internet browser, go to Google, and perform a search. If your practice shows up on those first-page search results, your chances of getting additional traffic to your site are very high. Every visitor to your site is a potential new patient and by engaging in active SEO efforts, you are simply giving yourself a better chance to succeed.

Many people associate getting found with advertising on search engines. While Pay-Per-Click campaigns can certainly drive results, it requires an upfront investment. SEO drives traffic to your site with no monetary cost.

As the old saying goes, “the best time to start was yesterday. The second best time to start is today.” If you haven’t invested in SEO for your website, you are falling behind the competition.

If you have any questions regarding your practice’s organic search presence or you would like SEO assistance from our team of dedicated SEO professionals please feel free to reach out to us!

—Phil Horton, Sr. Search Manager, Sesame Communications

The post Why it’s Time to Stop Avoiding SEO appeared first on Dental Marketing & Practice Management | Sesame Communications.

Free Tools for Learning More About Your Competition’s Web Presence

Tue, 07 Jul 2020 17:08:12 GMT

Are you curious to know how your practice’s online presence compares to your competition? Do you wonder if competitors are showing up for many of the same search results as your practice? Are you wondering if they’re engaged in any digital marketing efforts?

If you have any of these questions or other related ones, I have great news for you – there are FREE online tools you can use to answer them!

In this post I’ll cover three tools that can be leveraged in order to get a better understanding of what your competitors are doing online.

1. Google Search for Local Terms

Patients typically are not willing to travel far from home or work for dental-related needs. As a result, search queries performed by prospective patients often have a city in them, such as “Dentist in San Diego, CA” as in the following example:

By performing similar search queries (things like “orthodontist in x city” or “invisalign treatment in x city”) you can determine what the search engine results look like on Google or Bing. Keep in mind that the top 3 search results get the lion’s-share of traffic and any results outside of page #1 get almost no traffic.

If your competitor’s websites are showing up in higher positions for relevant search results, they’re likely getting more traffic than you. Further search engine optimization (SEO) action may be needed to improve your rankings and, thus, visibility to prospective patients.

Note that continuously doing the same search on Google will ultimately lead to different results as Google does try to personalize results for you. Consequently, we recommend searching for practices (including yours) sparingly in Google.

2. SEMRush

With SEMRush you simply submit a URL (can be yours or a competitors) and the result is an abundance of data including keyword ranking and positioning information for both paid and organic traffic, inbound link data, and information on a given domain’s strength.

Here’s a look at just some of the information this tool pulls in:

All of that info is available for free in a base version that only requires an account. If you want even more data, paid versions are available.

3. Hubspot Website Grader

You can use the Hubspot Website Grader to see how a competitor’s website (and yours if you’d like) is doing in terms of loading speed, SEO, how it displays on all device types, and how safe it is from the threat of hacking attempts.

Simply add a URL to the search field, click the button, and you’ll get a breakdown briefly detailing each of these factors that contribute to the overall health of a website, as in the following example:

The resulting information should help you compare the relative health of a competitor’s site versus your own and, if you’re looking at your practice’s site, it will give you some areas in need of improvement.

The three tools mentioned in this post provide a small sample of things you can do to improve your understanding of what your competitors are doing online. If you Google “free competitor keyword research tool,” for example, quite a few additional options will pop up.

You can also look to Sesame for help in understanding how the performance of your website is stacking up versus other practices in your market. Our team of knowledgeable SEO specialists plus the tools they leverage are available to provide insight and guidance to Sesame SEO Members.

Please feel free to reach out to us if you have any related questions or needs!

—Mike Fitterer, Sr. Marketing Manager II, Sesame Communications

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Creating Website Content for Your Market

Tue, 30 Jun 2020 17:46:24 GMT

People searching for a new dentist, orthodontist, or dental specialist want to find someone nearby. The reality is that most people are dealing with an abundance of conflicting priorities at any given time. As a result, finding a great practice in their area saves on travel time and can even help reduce stress levels.

That’s why having a website that caters to local search terms is important. Because people first look towards local options for dental needs, search queries like “dentist in Seattle” instead of simply “dentist” are commonly performed. Search engine algorithms are well-tuned for this tendency and, accordingly, favor websites that are relevant for local searches.

In this post, I’ll cover ways in which you can make your website more relevant for local search queries and, thus, work towards improving organic search rankings and ultimately boosting traffic to your website.

Title Tags

Title tags help search engines understand the main theme of a given web page. A page’s title tag shows up in search results for that page and at the top of your browser, as in the following examples for separate Sesame website pages:

Social networks also often use the title tag as the headline when your content from a page is shared on a social platform.

Including the physical location of your practice in title tags will help to illustrate to potential site visitors and the search engines where you are located, which will aid with getting more relevant site visitors AND should help with your search rankings.

Let’s say, for example, you’re a dental practice called “ABC Dental” located in Seattle. A relevant title tag would be:

Dentist in Seattle, WA | ABC Dental

If you have dedicated service pages you can do something similar. Here’s an example:

Teeth Whitening in Seattle, WA | ABC Dental

Both examples are geared towards better local search relevancy.

Headings on Your Homepage + Important Services Pages

After the title tag, the heading on a given page is likely the 2nd most important topic indicator for site visitors and search engines. The heading should succinctly describe the theme of a given webpage’s content.

So, it also makes sense to have your practice’s location featured prominently in your heading. For example, an effective homepage headline could be:

“General and Pediatric Dentist in Miami, Florida”

Don’t try and get overly creative. Keeping page headlines simple and informative is the best option. Doing so appeals to site visitors trying to understand how you can support their needs and search engine bots trying to effectively index your website pages.

Include Your Location in a Page’s Body Content

Both search engines and site visitors often need to see a message multiple times before they grasp it.

That’s why it’s important to also mention your location at applicable points throughout the content on a page. By repeating the location you improve the likelihood that it will be remembered by both visitors and the search engine bots responsible for indexation.

Still, don’t just stuff your location in as many sentences as possible. The location should only be included in places where it supports and enhances your copy. Otherwise, visitors may get annoyed and leave your site due to the spammy messaging. Also, search engine crawlers could (unlikely, but possible) even penalize you for keyword stuffing, dropping you from prominent positioning in relevant search results to many results pages deeper.

By making title tags, web page headlines, and site content relevant for your practice’s location you stand a good chance of improving the visibility of your website in search results and of attracting more interest from prospective local patients.

If you have any questions on creating effective local content or you’re in need of SEO support please feel free to contact the Sesame team!

—Mike Fitterer, Sr. Marketing Manager II, Sesame Communications

The post Creating Website Content for Your Market appeared first on Dental Marketing & Practice Management | Sesame Communications.

Facebook vs. Twitter – Which One is Best for Your Practice?

Tue, 23 Jun 2020 18:11:25 GMT

When it comes to your practice’s social media strategy, the goal shouldn’t always be about finding the latest or greatest network out there. It’s more about discovering which social media networks are the right fit for your office and learning where you can connect to the right community.

Knowing where to invest your efforts can be a downright difficult task. That said, learning the difference between social networks, such as Facebook and Twitter, should help ease that decision and will likely save you time in the long run. Each network has its own pros and cons, ranging from user base to levels of engagement.

In this post, I’ll breakdown both Facebook and Twitter, which should help you decide which of these networks (both may also be the answer) is the right fit for you!

Facebook

Facebook is known as the crème de la crème of social media platforms for business owners. Having a social media strategy that involves Facebook is pretty typical these days. Being the most heavily trafficked site means there’s a higher chance of your name and content getting in front of prospective patients.

On average, Facebook’s userbase leans older than other networks such as Twitter and Instagram. If your goal is attaining new patients, focusing on Facebook can help you target people who make the purchasing decisions for their family. Along with more users, Facebook posts on average typically experience higher levels of engagement for offices. If staying connected to your patients is important to you, investing your time in Facebook is definitely worth the payoff.

Facebook also allows various forms of content on its network, which is a huge plus. Certain networks cater specifically to a form of media, i.e. – TikTok only allows videos, and Instagram doesn’t support text posts or links.

Facebook’s advantage is that it allows for many different types of media. Like other networks, Facebook supports photos and videos but unlike their competitors, Facebook is also great for sharing blog links, articles, live streams, albums, events, and such. A strategy filled with diverse types of content gives you more options and will likely be easier to plan out in the long run.

Twitter

Twitter is another popular social media network. Whereas Facebook is great for longform posts, quick quips and funny anecdotes are what really shine on Twitter. In the past, Twitter has limited posts to 140 characters, meaning you only have a sentence to get your message across. This has recently expanded to 280 characters but the saying still holds true for Twitter – keep it short and sweet. Twitter is great at showing off a practice’s unique personality. If your office has someone who has a unique perspective, Twitter could be a great place to build a following.

If you’re trying to connect with younger patients, Twitter is a great option. Twitter’s average user age leans much younger than Facebook’s. Twitter users are not necessarily making decisions when it comes to selecting health care providers, but their influence is definitely heard. Having an authentic Twitter account can show off your office’s unique voice to attract new patients from demographics you might not have reached before.

Getting Started

These days there are a ton of ways to connect with new and current patients online. Utilizing many different networks seems like a smart strategy but the quality of your posts can quickly start slipping when you have too much on your plate.

We always suggest focusing on one or two networks to start out with and, once you’ve built a solid following, start dipping your toes into the others. It’s important to always remember the golden rule of social media – quality over quantity!

—Tyler Harris, Lead Social Media Specialist, Sesame Communications

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3 Free Tools for Generating Blog Post Content Ideas

Tue, 16 Jun 2020 19:34:00 GMT

Writer’s block happens. Even prolific writers struggle with generating new content ideas at times.

Luckily, in the Internet age there are a TON of resources you can utilize to help with content creation.

In this blog post I will outline 3 great tools you can utilize for coming up with new blog post ideas. Oh, and each one can be used for FREE!

Google Suggest

Have you ever started typing in a search query on Google and noticed suggested results start to populate below your search? This feature is called Google Suggest.

Here’s an example. I started filling the search bar with “common orthodontic…” and before the entire term was populated Google came up with a number of search terms suggestions for me to use.

Performing Google search queries is a great way to develop content ideas. The reason being the suggested search queries Google populates are all based on queries people using Google have performed in the past.

That translates to there being interest in each of these potential topics. So, if you select one of these themes and write a compelling post you stand a good chance of attracting relevant visitors to your website, which is of course the goal of adding new content to your site!

Use Existing Topic Generator Tools

Because writer’s block persists throughout all industries and walks of life many people have pondered the best methods for addressing it. That’s led to an abundance of great (many free) tools on the internet for generating new content ideas.

So, how do you access these great tools? Simply perform a search query (as in the below image) for something like “blog topic generator.” The result will be an abundance of tools, most of which are free or have free versions, that you can use to come up with new post ideas.

Ubersuggest

This tool is useful because the search result will be a list of articles already in existence related to the theme you chose. Importantly, the results also show Facebook and Twitter Likes and Tweets around a given post, which gives you an idea of how effective and popular a given theme is.

In turn, you can create content with similar themes based on a general idea you know has been well-received by people. Don’t copy the exact theme of course!

To use the tool, navigate to the Ubersuggest website, type in a keyword, and search. On the results page in the left navigation area click on the “Content Ideas” link.

Here’s a sample result for the term “dental technology”:

Each of the tools mentioned in this post yields unique opportunities for creating new content. That’s why using multiple tools to help you discover new content ideas is the best course of action you can take. By combining searches with multiple tools and testing various keywords and directions you’ll create a nice base of new content ideas from which to pull when you’re ready for the writing process.

Of course, Sesame can also help! Content creation is a time-intensive process no matter what you do to generate ideas. Please feel free to reach out to us for information about our solutions for content creation on your behalf or for any questions related to the tools mentioned in this post.

—Mike Fitterer, Sr. Marketing Manager II, Sesame Communications

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