Dental SEO and PPC are two completely different things. Although both share the goal of driving visitors to your website, dentist SEO won’t give you the immediate results that you get from buying traffic. This is because you must earn the right to rank.
How to Earn the Right to Rank
When it comes to ranking for dentist SEO, there are a few things you should remember:
- Content relevance is so important that you’re unlikely to rank highly without it.
- A searcher’s intent will be the main determining factor in where you’re listed when it comes to organic rankings. This happens because Google has determined that people use keywords to find specific types of information – something that isn’t as important with PPC if you’re willing to spend money to get the ranking you really want.
- Link authority plays a central role in organic SEO, meaning you still need enough link “juice” to outrank your competition. Internal link hierarchy is also important as this is used to tell the search engines what pages are the most important. Of course, none of this is true with PPC which is why many website owners create landing pages without any links whatsoever on them to use in these campaigns. Even when completely orphaned from the rest of your website these can still do well for you.
Organic Search Results are Shrinking
This is great for advertisers but not for those who are still working on dental SEO. Nevertheless, the cold, hard truth is that the number of ads shown on the first page of Google any time you search for something pushes the content in position zero at least halfway down the page. This means there’s less site traffic because searchers can now read their answer on Google instead of clicking through to a website.
Another reason why organic search results are shrinking today is Google inconsistently structures its data. So, even if you use schema markup you still aren’t guaranteed that Google will apply it when it comes to reviews, photos, and pricing. Instead, Google tends to base the content that it does display on the website’s title tag and meta description.
Costs
Fortunately, this doesn’t mean you have to dump your entire marketing budget into PPC since you can easily track what’s going on with each keyword. This isn’t something you wouldn’t be able to track with dental SEO because Google doesn’t show you the connection between a keyword and how well you’re converting for it. While you can see your traffic data by keyword in the search console or in your webmaster tools, it isn’t visible in the analytics package.
Deciding Which is Best
While dental SEO doesn’t let you control where you appear or what your appearance will look like, the benefits last longer. On the other hand, PPC gives you more control over both things, but you’ll pay for it. This is why you should work with the Affordable Dental SEO Company to use both of them together and maximize your visibility.