Naz’s Articles

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

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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

Using Social Media To Boost Your SEO

Wednesday 14th May 2014

Online marketing is a cornerstone of any successful marketing strategy. Once you’ve taken steps to establish your presence online, the next step is to plan how you intend to attract new patients to visit your website so they can find out more about your practice and the treatments that you offer. While you may have invested a great deal of money in your website, if it doesn’t appear high up on natural search results then quite simply your website isn’t doing its job.

A brief guide to SEO

Search Engine Optimisation, also known as SEO, is a term used to describe the process of making your website visible to major search engines, with the aim of pushing your website higher up in the page ranking.

One thing factor you need to be aware of here is that SEO is an ongoing process – one that never really comes to an end. As internet trends change, and as your rivals conduct their own SEO, you will find that your page ranking will fluctuate over time. The key then is to think of your practice website as a constant ‘work in progress’, something you need to work on to ensure your website keeps its place at the top of the Google ladder.

SEO basics

At its most fundamental level, good SEO starts with your practice website. Your website should be clean, crisp, and fast to load. Too much information can be distracting, and if your site looks unprofessional, this can easily put patients off. All of these things directly influence whether visitors to your website decide to click on for more information, or look elsewhere. Whichever option they decide you can be sure that all of the major search engines will keep a log of your user activity and will take this into account in your page rank.

Once you’ve got the basics sorted, the next thing to consider is your website content. Google loves fresh new content, and one of the best ways to boost your SEO is to write a practice blog. This blog can cover anything relating to your practice, but should aim to engage readers and encourage them to read on, or contact you for more information. You may for example like to give oral health tips in your blog, or discuss the latest ‘hot topics’ that have come up in the news. All of these things help you to engage with your readership and establish your practice as the authority on local oral health issues, while boosting your SEO at the same time.

Social networking

Social media is one of the major ‘buzz words’ in online marketing at the moment, and can be a powerful tool to help you build your practice brand. As well as giving you the chance to engage with your patients in new and innovative ways, social media is also an excellent way to boost your SEO. By encouraging patients to ‘share’ or ‘like’ your practice website you are building a network of natural links back to your website which search engines will register. These help to boost your page ranking and also have the added benefit of giving you a form of free advertising to your patients’ friends and followers.

For further benefit you should encourage patients to share your blog posts as often as possible. If you write an informative blog about oral health, why not ask your readers to share it if they find it useful? Again this will build more links back to your website and will also help to establish your practice’s expertise.

Further tips

Good quality content is at the heart of all good online marketing. If your content is good, and engaging to read then you have a strong foundation to help boost your practice’s page rank. The secret is not to see social media as an advertising space, as no one wants to be bombarded with adverts all the time. As such it is far better to see it as a platform through which you can communicate with your patients and engage them in discussions about their oral health or other related issues.

Don’t underestimate the use of comments either. Comments can be an excellent way to boost your SEO, as an active comments section boosts your ‘social’ search ranking and will also affect where your post appears on news feeds. It is important here that at least one member of your team regularly checks the comments sections on your website and social media so as to encourage responses and answer any questions that may come up.

SEO for business growth

Search Engine Optimisation is a complex and involved task, but one that can generate huge returns for your practice if done well. With a carefully planned, well-executed online marketing strategy you can attract many new patients to your practice, who may spend hundreds if not thousands of pounds on dental treatment with you over the coming years. To help you make the most of your online marketing efforts, contact an experienced dental website marketing team today.

For more information call 020 7183 8388, or visit www.dental-focus.com

About the author:
Naz Haque aka the Scientist is SEO Project Manager at Dental Focus ® ‘Websites for your profit’. Naz has a background in mobile and network computing, and has experience supporting an A-Z range of blue chip brands from Apple to Xerox. As an expert in Search Engine Optimisation (SEO) Naz is passionate about helping clients build strategies to enhance their brand and increase the ROI from their dental practice websites.

SEO Blogging for Dentists

Thursday 7th November 2013

I often get clients asking me how they can write blogs for SEO and what they should be doing. To address this, this month’s article is about SEO Blogging.

Google is a big fan of blogging and loves fresh content on your website. When Google sees you adding content on a regular basis, it sees you as a frequent advocator of your topic. And when Google sees people visiting your articles and spending time viewing them, it can tell Google you’re an influential advocator. If you get a big enough following, Google will consider you as the go-to person your visitor’s location (for local SEO).

Blog articles tend to be read and stored in Google’s memory faster than web pages. With the new Hummingbird update, they’ve become even more important as good articles directly answer search queries. Suffice to say, I could write an article on the benefits of blogging alone. But today I want to discuss how Dentists can blog.

Initially Dentists should be following these core rules:

– Article content needs to be a minimum of 350 words
– Article should contain an image
– Keyword and location (if used) should be in the title and appear in the body of the article
– The article should never be discussing more than 2 treatments ever. When 2 treatments are used they should ideally be semantically linked i.e. Ortho and Invisalign
– The core keywords should appear as high up as possible and link to the relevant treatment page to help deliver on the user’s search
– Content should be unique – absolute minimal duplication of text
– Do not overuse a keyword – max 2-3% occurrence in the article (remember to use semantically related words)
– Try to create articles to cater to 3 common types of searches

1. Informational – Patient FAQ on the treatment
2. Navigational – Article about your practice, the history, the plans, competitions etc
3. Transactional – Promote competitions the value of your services and pricing

I recommend creating a story out of a testimonial (providing you have the patients consent) to cater to one of the 3 searches.
For example:

Patient X’s success in choosing Dental Implants in Glasgow.

Dental Implants GlasgowPatient x for a number of years had suffered from missing teeth. They’d struggled with certain types of food and had to eliminate xyz from their staple diet. They had considered dental implants in Glasgow but were unsure where to go. They were concerned with finding a trusted dentist and had spent a long time considering their options. Through word of mouth they found out about Dr Philip Friel at Philip Friel Advanced Dentistry. They carried out their research online and were happy with the evidence and testimonials so they contacted Philip 3 weeks ago.

From the initial call they had a consultation booked in with Philip to discuss their Teeth replacement needs and options.

Create a story which can show that each patient is unique, their experience and story, why did they wait so long for the treatment, why did they choose you? Add a small testimonial from them. Did they travel across the globe for you? Did they experience anything above and beyond the call of duty, would they recommend you to anyone?

Use these points to create a compelling story to satisfy your potential patient’s queries and answer the questions they may be searching though Google for. I’m sure a question could be how many times can I spin a story? Well with a bit of practice, creativity and building rapport with clients, you should be able to create good SEO blog articles.