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 optimization (SEO) and your business.
A keyword is what potential patients will use when searching for your business on their phones or computers, 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 Brooklyn, NY” or “cosmetic dentist in Raleigh, NC.”
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 them to learn more about cosmetic dentistry with a call to action.
Keywords with and without geo-modifiers is a great way to provide Google with SEO optimized 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.
Maybe they want cosmetic dentistry, but in a spa-like setting. They might search for “dental spa near me.”
Or perhaps it’s missing teeth they’re dealing with. The search could be “tooth implants in San Jose, CA.” Once your patient lands on your dental implant page, you can highlight that your practice 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 optimized 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 practice and your patients will reap the benefits.