Page 91 - The Dental Entrepreneur

The Dental Entrepreneur

Domain name

I have an exact strategy that I have used for a very long time to achieve all the top organic
positions on all of my projects. It involves two domain names. The practice name DBA
name(doing business as) and a geographic domain. So it is larkinfamiliydentistry.com for
marketing purposes and lexingtonkydentist.com for web searches. The geographic domain will
always get much better search results

Web Site

Hands down, an area with massive confusion as to their use and value. Today, the value of a
web site is only realized if it is in play. In most markets that is only a half a dozen organic
returns, the Google 3 pac, and two or three Google paid ad words. This is a very tiny space in
most markets. If you are not prepared to expend a considerable amount of resources to get
this right, I would look to spend my marketing dollars elsewhere. Ready made templates in all
the dental journals cannot achieve these objectives. It requires an SEO (search engine
optimization) expert to achieve and I have never seen anyone who provides turnkey cheap
solutions to the masses accomplish this. All of these large companies over promise and under
deliver. It is a source of great frustration for dentists.
What the inexpensive templates will allow you to do is to create a reference web site with
information about your practice that your marketing can be directed to.You do need a site for
that purpose. That is a completely different critter than one I was referring to in the first
paragraph. This one will not appear strongly in search results so do not get your expectations
up too high. It should be mobile friendly because the majority of search are mobile now but
realize the difference between a reference web site and a big time prospecting site that brings
in new patients. If you are in need of some good custom web people, I have two groups
utilizing all of my SEO techniques and have bundled some very all inclusive packages. Email
me

YouTube

For years, I have stated that if you made me choose between a web site or a YouTube
channel, I would hands down take YouTube. It has been a sweet spot since its inception and I
still see very few dentists knowing what to do with it. And the crazy thing about it, is that it is
literally free. You do not need a production crew, unless your ego demands it. Your prospective
patient does not care about quality here. One required course that I would add to dental school
(if I was in charge) would be to take out something like dental materials and put in a semester
of Photoshop and imovie. A very practical skill completely relevant to your future career. The
strength in YouTube is the ability to tell your story. It is a marketers dream. If you have never
sat in front of a webcam and made a short video, I suggest that you begin immediately. It is a
little intimidating at first but the power of this singular tool right now is unmatched. It is one of
the most powerful marketing tools available today PERIOD!. The last part of this puzzle is
“optimizing” your video around some relevant keyword phrases. Make certain you do this.

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