Naz’s Articles

Secrets of the online patient journey: part 4

Friday 7th July 2017

 

Our Google Consultant, Naz Haque, continues his series of articles about dental marketing with a piece about how to consistently generate more successful online enquiries. In the article, Naz goes into depth about getting your dental website found on Google page one, and the need for a marketing strategy.

 

Read the full article

Secrets of the online patient journey: part 3

Wednesday 7th June 2017

 

Enjoy the next instalment of Google Consultant Naz Haque’s series on the secrets of the online patient journey. In part 3, Naz discusses building trust using your dental website and how to make their experience a more emotional one. This includes a feature on The 7 Personalities (7 Ps) of Emotional Websites.

 

Read the full article.

Secrets of the online patient journey: part 2

Friday 10th March 2017

 

In another article about dental marketing, our Google Consultant Naz Haque discusses the secrets of the online patient journey. Topics such as patient behaviour, needs, and wants are explored, with the ultimate goal of learning the secret to what makes them become a paying patient at your practice.

 

 

Naz Article

 

Read the full article.

 

The rise of adult orthodontics – FMC article

Tuesday 31st January 2017

 

Our very own Google Consultant, Naz Haque, will feature on the FMC website soon, with an article which highlights the rise of adult orthodontics in the UK, and why dental practices need to stand out. See a first look at the piece by clicking the image below.

 

The rise of adult orthodontics

Read the full article

Naz Haque interview with Dentaltown CEO Howard Farran – New Patients, Reviews, and SEO

Wednesday 4th January 2017

 

Discussing many elements of dental marketing, from attracting new patients and Google paid traffic, to organic SEO and reviews, watch the full interview between our Google Consultant Naz Haque, and the CEO and Founder of Dentaltown – Howard Farran.

During the interview, Naz Haque reveals typical patient behaviour on Google – such as their reaction to ads versus organic listings. Moving through the patient journey during their search for a dentist, Naz goes on to discuss the importance of building trust on Google through reviews and addressing patient concerns.

What do patients care about? 

Typical concerns of a patient looking for a dentist are things like:

  • What is the patient journey like?
  • Who are the people that will be with me?
  • What will the practice be like?
  • How will the treatment feel?
  • What is the after care like? 

Reviews and patient testimonials are really important. These address patient concerns naturally, as well as help to build trust between dentists and prospective patients. Dental practices wanting to make an impact with their dental marketing should be starting with their reviews on Google.

 

Video Testimonials

Taking reviews to another step, many dentists are now asking their patients to offer video testimonials. These address the patient concerns with emotional impact. If a patient is so thrilled with the results their dentist has achieved that they are happy to broadcast their happiness, it creates a deep connection with any potential patient who watches that video testimonial.

 

Emotional Websites

Dental websites should mostly be filled with content from existing patients. This content is:

  • Patient reviews
  • Video testimonials
  • Before and After images

This populates your website with emotional moments that help to move the patient into “action” mode.

SEO: Push & Pull Dental Marketing

Another topic discussed during this interview between Naz Haque and Howard Farran is the difference between appearing on Google versus social media marketing.

By paying to appear in front of patients on Facebook or Twitter, you are pushing your contact details onto them. Whereas appearing naturally on Google when patients are directly searching for a service or product, you are pulling them in. The mindset is very different, and the results can vary dramatically.

 

To find out more about the ways in which Dental Focus can help you attract New Patients, get Google Reviews, or appear on Google Page 1 through SEO, get in touch!

Keeping up With The World Wide Web

Wednesday 23rd November 2016

 
 
Have you seen our Google Consultant’s interview in Novembers Dentistry Magazine? Read what Naz has to say about the ever-changing online world.

Download the PDF file .

Online advertising: Why Facebook matters

Friday 20th March 2015

 

The two largest Internet giants are Google and Facebook, so it is no surprise that billions of actions occur on each site every single day. Through these platforms, there lies the opportunity to advertise your dental services to potential clients.

 

The most popular option is to bid on a click on your advert and only be charged for the click. The click is the action by the potential client accessing your site from the respective platform. This is the pay per click (PPC) model. Advertising this way can be very cost-effective if the right strategy is put in place, as PPC is trackable and measurable and can be focused on a specific geographical audience. Google PPC can also provide instant gratification; by this, I mean if you are willing to offer the highest bid per click you can appear at the top of the page.

While many dentists might have embraced Google PPC in the last five years, not many seem to be aware that there is a similar option available for Facebook. I am not referring to buying likes, which is actually more of a vanity strategy and does nothing to bring value to your patients. Why would one advertise on Facebook, you may ask? Consider that 890 million people (as of December 2014) log on to the social media platform, generating 4.5 billion likes every day. It is estimated that there are 217 million active users in Europe, of which 24 million are active in the UK alone. Worldwide, there are over 1.39 billion monthly active Facebook users. These are impressive figures.

With Facebook PPC, dentists can run trackable, measurable, location-specific campaigns as with Google. There is also a myriad of options to allow one to be more niched and specific. Specifically, dentists can target their audience based on their likes, habits, education, salary levels, and even the phone they are using. Imagine running a campaign for orthodontic treatments targeting Facebook visitors who accessed the site using the latest iPhone. Would it be safe to assume that they have expendable capital and are ideal patients in terms of ability to pay?

Facebook PPC is significantly cheaper than Google PPC. The difference is pennies on Facebook compared with pounds on Google. Aside from having a good call to action, relevant adverts and a strong landing page, dentists should have a responsive site to maximise their success, as the majority of Facebook (and Google) users will most likely engage with them via a mobile device, like a tablet.

Facebook has taken strides in developing the advertising side of the platform for the last two to three years. Ensure your success in online marketing and make sure you are not left behind.

 

For more information call 020 7183 8388, or visit www.dentalfocus.com

 

About the author:

Naz Haque, aka the Scientist, is Operations Manager at Dental Focus. He has a background in mobile and network computing, and has experience supporting a wide range of blue-chip brands, from Apple to Xerox. As an expert in search engine optimisation, Naz is passionate about helping clients develop strategies to enhance their brand and increase the return on investment from their dental practice websites

What is a Custom Google+ URL and Why You Need One

Friday 12th December 2014

You have probably heard about Google+. Hopefully you even have a G+ page set up for your practice? Brilliant. Now it’s time to make your URL yours.

Look at the examples below and think about which one looks better.

Once you create a G+ page for your business, you are automatically given a URL for that page. This URL contains a long sequence of digits, not making it very user-friendly or memory-friendly for that matter!

What are the benefits of having a URL with your business name in it?

  • Easier to remember
  • Easier to share
  • Builds more trust in people
  • Easier to use
  • Inspires online sharing

Please Note: Before you claim your personalised URL there are certain criteria you must meet.

  • Your page must have a profile photo
  • You must have at least 10 followers
  • Your account must be at least 30 days old
  • Your account must be linked to a website (this is important!)

If all of the above gets a tick, well done!

Once you’ve logged in to your G+ page using your Google ID, you should get a notification at the top of the page explaining that you have been preapproved for a custom URL.

 

Click “Get URL” button which will show the screen as displayed below:


Tick the box to agree with the “Terms of Service” and click “Change URL” button. Now the URL will be changed!

Get blogging!

Thursday 11th December 2014

Blogs are an essential part of online marketing, and are an excellent way of building your practice ‘brand’ online. Not only that, but a well-run, regularly updated blog will also help to boost your ranking on Google. Search engines absolutely love new content, and blogs provide a simple and effective way to add new content and so boost your practice website’s Search Engine Optimisation (SEO).

Picking your subject

Your practice blog can cover any subject matter relating to dentistry, though ideally should be geared towrads the treatments and services that you offer. Oral health topics are a great way of stimulating conversation and can also help educate patients on good oral hygiene habits. You may also choose to write on relevant stories in the press, or even practice news. All of these things help make your blog personal, and show that you and your team are real people as well as dedicated dental professionals.

Points to note

Any blog post your write should be a minimum of 350 words, supported by an image wherever possible. Your tone should be friendly yet professional, and the content you write should be unique. Never copy and paste material from another source as search engines hate duplicated text, and you will not be doing your practice brand any favours by copying material produced elsewhere.

To optimise your blog in searches it can help to include the associated keyword and location (if used) in the title as well as the body of the text. So for example if you are writing about dental implants, make sure that ‘dental implants’ features somewhere in the title. However, at the same time be careful not to overuse any particular keywords you are featuring in your blog post. Keyword stuffing is no longer an effective way of boosting search ranking and can be extremely off-putting to the reader!

Keeping things fresh

To keep your blog varied and interesting for your readers, you don’t always have to post just text and pictures. Infographics are a particularly good way of sharing information, and you could also consider adding interviews or videos to mix things up and keep your content fresh.

You might also like to consider writing blogs around testimonials. Instead of just posting a quote from a patient, why not build the testimonial into a news story about the patient’s journey to show how you helped them. You could even add in ‘before and after’ photos to support the story and show your readers the quality of the dentistry you can provide.

Get blogging!

If you haven’t set up a practice blog already, now really is the time to get one. A Google-friendly blog will not only help raise your profile online, but it will also help you to educate and engage with your patients in ways unlike ever before.

To help you make the most of your practice blog, it can be useful to work with a team of experts with experience in dental online marketing. Dental Focus ® ‘Websites for your profit’ can guide you on every aspect of blogging from setting up your blog to link building, content ideas and social media.

 

For more information call 020 7183 8388, or visit www.dentalfocus.com

 

About the author:

Naz Haque, aka the Scientist, is Operations Manager at Dental Focus. He has a background in mobile and network computing, and has experience supporting a wide range of blue-chip brands, from Apple to Xerox. As an expert in search engine optimisation, Naz is passionate about helping clients develop strategies to enhance their brand and increase the return on investment from their dental practice websites

Online reviews: Does Google really forget?

Friday 5th December 2014

Negative online reviews can significantly damage someone’s career in dentistry.
(Photograph Daniel Zimmermann, DTI)

 

How is your relationship with Google; do you love or hate it? Does it display negative information about your dental practice? With right to be forgotten legislation, relief from career-damaging reviews now seems to be at hand, but does Google really forget?

In May, the EU Court of Justice found in favour of a Spanish citizen who sued Google for listing information about him that he asserted was no longer relevant. He alleged that this information was prejudicial to his selling a property. Fortunately for him, the court approved his appeal, contributing substantially to the right to be forgotten being drafted into European law.

For Google, this ruling opened the floodgate for requests for thousands of links to be removed from its search engine results page from residents in the EU. By July, it was estimated that the company had already received at least 70,000 such requests. Many applicants have made use of lawyers or search engine optimisation professionals, creating a niche for companies, which are charging the price of an implant per month to manage their clients’ online reputation on Google.

The company’s hands are tied in this matter. Regardless of its algorithms’ preference in ranking news and media sites, they have to follow this ruling. Recent threats of financial penalties in various European countries have softened Google’s resolve further, and there is a similar ongoing case in Japan. Is it possibly the end of the line?

For some dentists, this could be the long-awaited answer to their prayers. In an era in which online competition is omnipresent, to the patient’s critical eyes, negative reviews can be very damaging to a business. In the past, a lifelong career could be destroyed by unsubstantiated hearsay online. A seasoned professional’s one error would previously always have been visible on Google, possibly damaging that person’s confidence, career and standing. I have numerous conversations about negative Facebook/Yell/Google reviews on a weekly basis here at Dental Focus and receive a large volume of phone calls about how to be removed from Google for bad press.

What about data on dentists who have been investigated by the General Dental Council and cleared? Is not making this data available fair to them or do patients deserve to know the full story regardless of how much the dentist has invested in developing or redeeming himself or herself? If you were a prospective patient, would you perform a search and be put off by any negative findings?

No doubt, there is a minority who deserve to be highlighted on Google for all their wrong-doings. What is the position regarding having their names omitted?

In the first week of Google making available a means for search removal requests, 22 per cent (the greatest number by nation) of all applications came from the UK. When requesting removal from Google’s search engine results page, the user must not only list all links he or she wants to be removed, but also provide the reason that he or she wants to have such links removed. Invasion of privacy appears to be a popular reason.

Unfortunately, the company has also had numerous cases of fraudulent removal requests from impersonators trying to harm the competition. It seems that there is always good and bad practice, whatever the medium.

In order to manage this, Google states: “We will assess each individual request and attempt to balance the privacy rights of the individual with the public’s right to know and distribute information. When evaluating your request, we will look at whether the results include outdated information about you, as well as whether there’s a public interest in the information—for example, information about financial scams, professional malpractice, criminal convictions, or public conduct of government officials.”

Will you be safe once a link has been removed from Google? There are sites such as hiddenfromgoogle.com that openly display all hidden results. Even if a result has been hidden, the bottom of the results page on Google states that some results have been removed. At times, it even provides a link to hiddenfromgoogle.com.

It appears that, even if something has been deleted, Google still knows everything about you. Everything on the Internet is recorded forever (your party antics, hangovers and selfies), and where one stops tracking, another will take over. If a patient really wanted to dig up some dirt, with a limited bit of knowledge, he or she still could do so.

 

For more information call 020 7183 8388, or visit www.dentalfocus.com

 

About the author:

Naz Haque, aka the Scientist, is Operations Manager at Dental Focus. He has a background in mobile and network computing, and has experience supporting a wide range of blue-chip brands, from Apple to Xerox. As an expert in search engine optimisation, Naz is passionate about helping clients develop strategies to enhance their brand and increase the return on investment from their dental practice websites