Getting your dental office noticed online takes more than just having a website or being seen on social media platforms. You need to promote your business and help your customers find you online using two of the most powerful digital marketing tools, search engine optimization (SEO) and pay-per-click (PPC).
Some marketers argue that SEO works better than PPC, while others say that PPC is more practical than SEO. But why argue which strategy is better when you can benefit so much from combining PPC and SEO?
Let’s discover how businesses like dental clinics can benefit from PPC and SEO.
Using SEO
Search engine optimization is the cornerstone of digital marketing guaranteed to rank you higher on search engine results pages (SERPs). SEO can boost your ranking, promote your brand, and help drive more traffic to your website and, eventually, your local dental clinic.
SEO is a collection of strategies that optimizes a website for search. Because it takes different SEO strategies to optimize a website, SEO takes time to yield results. You’ll get lasting results if you use the right SEO tactics relevant to your dental practice.
Using PPC
PPC is an advertising strategy wherein you pay only when someone clicks on your ad. PPC ads are comparable to traditional online ads; you pay a website to host them. With PPC, your ads reach people likely to click on them, whether on search engine results pages, websites, social media, or videos.
You have control over where to place your PPC ads, how much you’ll pay for every click, and your ads budget for a given period. PPC helps you quickly gain more traffic to your landing page and measure the success of your campaigns instantly.
Combining SEO and PPC to Boost Your Dental Practice
Digitalauthority.me reports that dental marketers must take advantage of both SEO and PPC. Considering only one strategy overlooks PPC’s and SEO’s ability to highlight your website, increase traffic, and promote your dental brand.
Let’s look at how you can leverage SEO and PPC for your dental office:
Two or More Ways to Be on Top of SERPs
When correctly used, your PPC ad will show up on top of SERPs. With an optimized landing page, your website can rank higher on SERPs. This means that you have two or more chances to be seen at the top of search results, so you have more opportunities to attract more clients and patients to your dental website.
Use PPC Keywords for Content SEO
High-value keywords relevant to your industry fuel PPC ads. For your dental office, securing a high-value dental industry keyword can help your practice rank higher, as this helps Googlebot index and retrieve your site.
Choose the best keywords in a bidding process through your Google Ads account. Once your keywords are ready, you can use these to create different PPC campaigns and optimize landing page content.
PPC keywords can significantly enhance your content, allowing Google to rank your content effectively. Aside from your landing pages, use your PPC keywords to create content for your blogs, social media platforms, image and video descriptions, and other online customer access points.
SEO to Create Long-tail Keywords for PPC
As PPC keywords benefit SEO strategies, SEO can also help create long-tail keywords to optimize your PPC ads. Long-tail keywords are those you fully optimize to target your customers. These keywords can get less traffic but translate to higher conversion because they are more specific.
Long-tail keywords also resemble words or phrases that your audience uses to look for your business. This conversational approach helps boost your organic traffic. Some examples of long-tail keywords are “affordable dental implants in Chicago” and “San Diego expert teeth whitening.”
Take Advantage of Search Terms Query Report to Create the Best Content
SQR is a function on Google Ads and DoubleClick ad systems that create a complete list of all the users’ queries to pull up ads. By identifying the words that your audience uses, you can use these search terms to create web page content.
You can use these search terms to create Q-and-A format content, step-by-step instructions, and infographics. You can also use these search terms to make videos related to your practice.
Improve Organic CTR Using PPC
Your organic clickthrough rate (CTR) is the percentage of your audience who clicks on your website from search engine results. CTR is dependent on your rank or position, but factors such as long-tail keywords, quality meta descriptions and URLs, and engaging titles can affect it. All these are possible when you consider SEO with PPC.
Boost the Quality Score of Your PPC Ads
Your ads’ quality scores show how effective your ads are and how your landing pages relate to them. With SEO, you can significantly improve the quality of your PPC ads. SEO can help you select and group the keywords that describe your landing pages.
Content SEO strategies will help you create quality content that your customers and patients find helpful.
Make Your Business Stand out with PPC and SEO
PPC and SEO can promote your dental practice online to lead your customers and patients to your local office when used correctly. PPC offers faster conversion, a quick transition to your landing pages, and an affordable marketing strategy for dental office owners.
Meanwhile, SEO takes time to work, but your website will pull more traffic once you’re set. This translates to improved foot traffic to your local clinic as well.
PPC takes your website at the top of search engine results, while SEO optimizes your content and other online sources to rank higher on SERPs. These will give you maximum exposure to promote your exclusive dental services, products, and brand.
Final Words
Dental offices can use PPC and SEO to create better and more effective marketing campaigns. Use both strategies to reap multiple advantages. With PPC and SEO, you’re way ahead of your digital marketing tactics this 2022.
