Business Intelligence

Google marketing dental treatment

To sell on the web, a successful aesthetic dental website needs to be found. Google.co.uk is the most popular search engine in the UK and being at the top of Google for any key phrase is possible. Google offers sponsored advertising space along the right hand side of its natural, free listing; sometimes the sponsored adverts also run along the top. Advertisers Pay-Per-Click (PPC) and are provided advanced statistics to monitor campaigns 24X7.

Signing up to Google AdWords allows the dentist to create adverts with specific wording, target specific key phrases, set a daily budget and a maximum Cost-Per-Click (max CPC) budget. Pay-per-click advertising on Google is like an auction. If a competitor sets a higher max CPC then their advert will, in most cases, rank higher. It is important to be on the first page of results in order to improve the Impressions, which is the number of times the advert is shown.

It is better to be in the top half of the first page to improve the Click-Through-Rate (CTR), which is the ratio between the number of Clicks on the advert and the number of Impressions. CTR can also be improved by creating well-worded adverts which have a headline that shouts back the search terms used i.e. an advert targeting the search phrase ‘cosmetic dentist in wales’ and using an advert headline ‘Cosmetic Dentist in Wales’ will have a better chance of being noticed and clicked on than if the headline was ‘Dental Makeover in Wales’. Well-worded adverts with higher CTR are considered good quality adverts and could rank higher without increasing the max CPC. read more »

We as consumers have preferences that make us purchase products, choose where we eat or go on holiday. Sometimes this is swayed by price, but ultimately it’s about the quality and confidence that we have in a business.

SEO allows a website to be at the top of where people are most likely to go when searching for quality and low prices; Google, Yahoo and MSN. But what makes a consumer choose one company over the other?

I recently read an interesting blog post on Copyblogger by Brian Clark titled ‘The Power of Confident Writing’, which made me think SEO strategies that are used to get to the top of the search engines as well as just the writing side of a campaign.

Search Engine Optimisation gets a company to the top of a search, agreed? But how does a website then turn those visits into sales. It’s about having confidence in SEO as whole; not just to provide a good listing. Being online is no good if people only know about you from making a search, what you need is confidence in Social Media, Content Writing and playing with new online adventures such as video and podcasts. read more »

Contacting a business about Web Design or Search Engine Optimization (SEO) is easier if you spot a problem for which you can offer a solution. Some sites are outdated and need design work; others don’t show up where they should in organic rankings so it can be pointed out that there is an opportunity to get a bigger market share by being more visible in the search results for their industry. There are usually many web site designers going after them via telemarketing so independent designers must dig in and phone cold to get a chance to show a portfolio. This can be disheartening for those who haven’t done sales for a living; it will soon become apparent that a large percentage of business owners will talk the talk but when it comes to making a decision, it could take many months of wasted time. Businessmen pretend they have money for a few months until you get tired of calling them back.

You must talk with a decision-maker who can authorize payment of a contract and you must qualify the prospect. Qualifying is the procedure of finding out if this company needs your service enough to deal with you. It also requires you to know that your solution will work for them. For example a distributer of vacuum cleaner parts has a list of repair shops and stores that need his particular line of goods. The shops know who the distributer is and have been doing business with them already. The distributer does not sell directly to the public and has no need for website traffic through organic rankings or a re-design of his site to make it more search engine-friendly. No matter how good the design interface looks and how high the quality of your website content writing the distributer has no need for your service and is therefore unqualified to be a client and should be left alone – even if he likes to sit and talk with you it will be a waste of your valuable time. read more »