Dental Internet Marketing
In the arena of dental Internet marketing, one of the fiercest debates you will encounter is the “Organic Search Engine Optimization vs. Pay-Per-Click” argument. There are many points from both perspectives, but let us outline a few reasons why organic SEO is superior to PPC ads for your dental practice.
Implementing a pay-per-click dental marketing strategy using Google AdWords can cost anywhere $5 to $50 or more for a single click due to the competitive bid structure in many markets. That is especially true for expensive treatments like dental implants. Many dentists in competitive cities are willing to pay more because they have no other way to get potential patients searching for specific keywords.
Conversely, organic SEO for dentists essentially provides you ‘free advertising’ from Google and the other search engines. For the lower price of implementing an organic SEO strategy, you receive a higher return on investment than Pay-Per-Click ads.
Lower Administrative Demand
Pay-Per-Click campaigns require continual adjustment and funding. You may achieve good short-term results, but the traffic stops the minute you stop paying for ads, and you have made no lasting improvements to your website value.
But once your site ranks well from your ranking efforts, traffic will continue to flow, even if you need to suspend your campaign for a while, or at least scale it back. And as the optimization and link building work increase the authority of your site, ranking for additional related topics and keywords is much easier.
The reality is PPC is advertising, and many people automatically distrust ads. Although it is subtle, Google does clearly delineate which listings in the search results are ads, and which are not. That means that it doesn’t matter how great or relevant your dental practice is to what potential patients are searching for, there will continually be a subconscious impediment in the minds of many people, pushing them away from your ad and towards the organic search results.
PPC advertising is done on one search engine at a time. SEO, on the other hand, will cause your site to rank highly across multiple search engines. That means if your organic optimization is weak and you are only running ads with Google AdWords, people searching on Bing or Yahoo won’t even know your office exists.
Not everyone searching for dental terms is ready to visit pages prompting them to make some kind of action (which is what happens with many Pay-Per-Click ads). SEO is helpful for searchers looking only for information on various dentists or procedures. If your website content answers their questions and is compelling, it is likely to motivate them to pick up the phone and schedule an appointment. In this scenario SEO has the advantage because it helps people find relevant content that isn’t driven by an obvious call to action like a PPC landing page.
Long Lasting Results
Pay-Per-Click ads can give a fast spike in traffic from specific search keywords, but as soon as the campaign stops and your ad is no longer displayed, the potential dental patients performing those same queries will click on a regular search result or another dentist’s ad that has moved into the spot you used to occupy. Since both the practices and ad orders are always changing for PPC ads, a practice ranking well from organic SEO is more credible and solid to online searchers than ads which keep rotating.
There are a number of seo marketing strategies you can take implement your dental Internet marketing plan, and these tactics can bring impressive results when used in tandem. But if you have to choose between investing in organic dental SEO and PPC ads, then getting behind the former is the better option for long lasting success.