What does SEO mean for an orthodontic practice?
There are 4 key components to a SERP:
- Google Ads
- Local results - the 3 listings you see under the map
- Organic (unpaid) listings
- The knowledge graph card - the content showcasing your business on the right of the SERP when someone searches for your practice name
- When Google thinks a user is searching for something with ‘local intent,’ it shows the local SEO results. Common keywords used to search for orthodontic care would be covered with local search results.
- Our primary focus is on the paid ads and local SEO results, as our data shows that a majority of leads will come from people clicking these listings, and the cost to appear favorably in these areas is extremely efficient.
- We focus on all elements of the SERP with a multi-faceted and data driven approach rather than just focusing on getting you to the number 1 result:
We know that being number 1 doesn’t mean you will get the best results:
- Paid advertising - being number 1 does not typically get the best returns.
- Local SEO - we can’t change where people are when searching, but factors such as your online reviews mean that it’s not all about being number 1.
- Organic results - with teeth straightening being a high value service and not an impulse purchase, being number 1 doesn’t necessarily mean you will get the best results. In fact, our data shows there can sometimes be value on even being on page 2; although you will get fewer click on the results, the people who do spend time researching, are more considered, thus will be more likely to convert into a quality lead and treatment thereafter.