Archive for the ‘Google SEO & Rankings’ Category

Behavioural Marketing & Google Analytics

Saturday, September 4th, 2010

How do men and women behave on your dental website?

Men and women of course, have different behaviours. Men tend to be concrete thinkers that like to consummate and complete what they set out to do, they like powerful imagery (and sounds) as reinforcement to written information. At Dental Focus Web Design, we encourage our dentist clients to show before and after photographs to give visual evidence of clinical experience and expertise. Women are different biologically, psychologically and socially. They tend to prefer written (or verbal) communication, which leads to deeper processing of information and better recall. We recommend video testimonials to show emotional evidence of your patient’s new smile and outcome; greater confidence and happiness.

How do your patients react to your dental website?

Knowing and understanding your patient base will make your dental marketing more successful. Surveys and questionnaires are very useful in getting inside your customer’s head. Existing patients can and should be your most valuable resource when it comes to figuring out what new patients want on your dental website.

Behavioural Marketing is the targeting of website visitors based on their observed previous behaviour, applying ‘recency’ and ‘frequency’ to consumer data.

‘Recency’ = how recently your website visitor has performed an action

‘Frequency’ = how often your website visitor has performed an action

Changing behaviour is really difficult to do. So it’s much smarter to adapt your dental marketing and dental websites to existing behaviours in a way that gets the patient to think about the dental services on offer. ‘Social media’ isn’t inherently new behaviour; it is simply a new technology that facilitates existing behaviour.

We can also measure and analyse behaviour using website statistics such as Google Analytics.

Adrian the Wizard’s “Top 7 Google Analytics”:

1. Visitors > Overview > Absolute Unique Visitors

- how many people visited your dental website compared to last month?

2. Visitors > Overview > Average Pageviews

- how many pages did people look at compared to last month?

3. Visitors > Overview > Time on Site

- how many minutes did people spend on your dental website compared to last month?

4. Visitors > Overview > Bounce Rate

- what percentage left your dental website immediately compared to last month?

…Is this bounce rate expected or do you need to change your content?

5. Traffic Sources > Keywords

- which keyphrases were used to find your dental website on Google, Yahoo and Bing?

6. Content > Top Content

- which pages were the most popular?

7. Content > Top Exit Pages

- which pages made most people leave your dental website?

At Dental Focus Web Design, all our dental websites include Google Analytics to ensure you can measure the behaviour of your website visitors and your dental marketing success.

adrian-blogAdrian Adler is ”the Wizard” at Dental Focus Web Design.

Remember to subscribe to our blog by e-mail so you can get our latest dental marketing ideas and tips immediately – the Internet Marketing Secrets of “WOW websites that find you and convert you!”

If you would like some free advice, Email Us or call 020 7183 8388.

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Dental Marketing with Google AdWords

Thursday, June 10th, 2010

Google allows you to buy your way to the top of the search results. Adwords is 1 of the 3 main ways to rank on the 1st page of Google. I discussed Dental Marketing on Google Places for dominating local searches before.

Google AdWords are the sponsored pay-per-click adverts that usually appear at the very top in a yellow box and then continue along the right-hand side (opposite the local and natural listings). It is important to consider AdWords as part of your dental marketing but more important to do it right otherwise you’ll lose money with little or no Return on Investment (ROI).

A good ‘targeted’ marketing ball-park budget which you can start getting returns on is approx. £500-£600 a month. Yes, the big London boys can spend £5-10k per month on AdWords without blinking an eye – they’ve been doing this for years and are used to it. Others would have a sleepless night trying to compete against them for the top slots just for 1 day. They spend a lot of money to earn a lot of money.

So, how do you get new patients from dental marketing on Google AdWords?

Firstly, your dental website design needs to impress and convert – otherwise it’s a waste of money to start.

Secondly, your dental website needs to show that you are either:

1. the cheapest on the block and you get the price-hunter ‘masses’ converted

2. the expert for a specific treatment on the block and you get the discerning patients converted

3. the best value for money – that’s what your treatment packages have to shout

4. you target the keywords + location phrases everyone uses at the ‘end’ of the online sales process – targeting those who know what they want AND where they want it AND when they want it – NOW!

5. target the high end, big cases only with best ROI

… or pick & mix any of the above…

Thirdly, you need to keep analysing your AdWords conversion rate and optimising it – getting rid of the 20-50% of non-converting, expensive keyphrases and improve your dental practice marketing ROI on every level.

It’s great to use AdWords to get top rankings immediately so that your targeted audience can FIND YOU easily or to simply dominate the 1st page of Google for brand awareness so they can’t escape you. But remember, people compare so you don’t have to pay through the nose to be no. 1 or 2 !

At Dental Focus Web Design, we empower our clients with the knowledge on how to setup, run and manage Google AdWords in-house 24/7 without having to pay extortionate monthly agency fees – the money which should really be invested straight into your own Google dental practice marketing!

krish-blogKrishan Joshi is “the Master” at Dental Focus Web Design.

Remember to subscribe to our blog by e-mail so you can get the latest dental marketing plan immediately – the Internet Marketing Secrets of “WOW websites that find you and convert you!”

If you would like some free advice, Email Us or call 020 7183 8388.

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Dental Marketing on Google Places

Saturday, May 15th, 2010

Google Places : the new name for Local Map listings

In April last month, the Local Business listing was officially renamed Google Places. Over the last few years, Google has allowed any dentist with or without a dental practice to register their details for free and have the opportunity to rank at the very top of Google page 1 for location based searches with listings appearing next to a map showing local results; listings link directly to your dental website if you provide a web address otherwise they link to your Google business information page containing the description you submitted or details picked up across the web that Google finds and relates to you i.e. reviews, photos, videos, web pages, etc.

google-places-local-dentists

Google Places is the new name given to a well-established, free service that is now just starting to be monetized. The general workings will remain the same, registering a dentist website will continue to be free and rankings will continue to be uninfluenced by money. However, your dental practice marketing will be able to gain greater prominence with e-bay style description Tags under your listing for a monthly Google fee.

google-places-tags

Tags are yellow markers that allow dentists to promote important aspects of their businesses. Scroll over Tags on Google or click on the sponsored link to view coupons, photos, or other select features.

It’s going to be a catch-22 situation in which the first dentist that wishes to stand out will create psychological pressure on all local businesses to follow suit and if everyone has enhancement tags then nobody stands out in the end. Thus the only winner will be the billion-dollar search engine giant. This is only just starting to be rolled out in a few states in America so watch this space!

Remember, we help all our clients with their Google Places local business listing for FREE as part of their dental practice marketing plan.

krish-blogKrishan Joshi is “the Master” at Dental Focus Web Design.

Remember to subscribe to our blog by e-mail so you can get the latest dental marketing plan immediately – the Internet Marketing Secrets of “WOW websites that find you and convert you!”

If you would like some free advice, Email Us or call 020 7183 8388.

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