While it is true that the way we use keywords has changed significantly over the years, what hasn’t changed is their importance to search engine optimisation (SEO) and your business.
A keyword is what potential patients will use when searching for your clinic on their phones or computer, like “dental implants” or “cosmetic dentist.” A geo-modifier is a more specific keyword that helps to narrow down a search by location, like “dental implants in West Perth” or “cosmetic dentist in Charlestown, NSW.”
Keywords are still an integral tactic in getting high rankings for your website, leading to more traffic and more business. But some other factors about keywords can help you learn about prospective patients, which can help you improve their experience when they visit your dental office.
First, let’s go over the basic things you should know about keywords. The more you use them accurately, the better your chance of improving your rankings; however, it helps if you use them in a conversational, engaging, and reader-friendly way.
Gone are the days of keyword stuffing, which meant using as many keywords as possible to improve rankings whether it made sense with your content or not.
Today, Google rewards thoughtful, engaging, and keyword-rich content that is as interesting as informative. Use keywords with and without geo-modifiers throughout your content to keep it relevant and reader-friendly.
Take, for example, this paragraph from a blog on cosmetic dentistry:
“If you're thinking about enhancing your smile with cosmetic dentistry, know that it typically goes hand-in-hand with restorative dentistry, and you'll be able to enjoy the benefits of both. Contact your trusted Etobicoke cosmetic dentist today to schedule an evaluation and learn more about your smile options.”
You can see that both the keywords “cosmetic dentistry” and “Etobicoke cosmetic dentist” were used in a conversational way that makes sense to the reader. It also encourages your patient to learn more about cosmetic dentistry with a call to action.
Using keywords with and without geo-modifiers is a great way to provide Google with SEO optimised content that it will consider relevant for your patients. Hopefully, you’ll be rewarded with higher rankings.
The Hidden Benefit of Keywords
Let’s set aside Google rankings for a minute and consider an additional benefit that keywords can provide for your business.
How much easier would it be to run your practice if you knew exactly what your patients wanted? Much easier! Keywords offer an insight into what your prospective patients are really looking for.
If it’s missing teeth your patient is dealing with, their search could be “tooth implants in Booragoon, WA.” Once your patient lands on your dental implant page, they might notice that your dental clinic provides comprehensive dentistry and can meet all of their needs in one place.
Perhaps rankings for the keyword “teeth whitening” are high in your area for the month. You might focus a monthly blog on the benefits of a brighter smile.
Keywords tell you what your clients want and help you tailor your business and customer service to better match those needs.
Do You Need Help Optimizing Your Content for SEO?
Are you delivering new and engaging content that is optimised for SEO each month? Do you know which keywords are ranking high for the month in your area? Hint: This differs depending on your location and how competitive your market is.
When you take the time to use SEO and keywords accurately, your dental clinic and your patients will reap the benefits.