Online searches on search engines like Google or Bing have become a part of our everyday life. Think about it. On a daily basis how often do you consult with Google to get answers to questions you have? From settling an argument to finding a restaurant to looking up movie show times, search engines have become a part of our lives.
Another thing that has become a part of our lives is the smart phone. This little device has made it possible for us to be connected to everyone, all the time. As a result, people are performing more and more web searches online through their mobile devices.
A recent study showed that in 2016, mobile finally surpassed desktop in terms of website views. Interestingly, in the United States desktop traffic trumped mobile traffic, but only by a margin of 12%.
So what does this mean to people when they perform a dentist search online?
Responsive Design is a Must
Years ago the trend was to create an entirely separate mobile website that Google would index and display to people who are viewing on their mobile device. This website was usually an incredibly stripped down version of your desktop site and really served to just get your site in front of people.
Creating a mobile site that actually motivated people to take action took a lot of work. Responsive website design, however, has completely changed the way websites are designed, how people interact with them on various devices, and what that means for your website’s Dental SEO.
A responsive website is a website that actually changes its shape and layout according to the device it is being viewed on. With the prevalence of not just smartphones, but also tablets, it’s become crucial to have a website that works well for each of your users.
Responsive website’s provide a much better user experience, which ultimately leads to people staying on your website for longer and taking more actions that you want them to take.
The longer people stay on your site, the more Google looks at it like a trustworthy site worth ranking. Additionally, Google and other search engine spiders can tell when looking at a website’s code just how responsive it is. They base their rankings and what they display to users on various devices off of a website’s responsiveness. Read more about responsive web design here.
Reviews Are Important
Local reviews of your business are absolutely crucial to reaching the mobile and desktop audience. This is because search engines like Google and Bing ping a users location to send them the most relevant local search results.
You can get more local reviews by encouraging your happy patients to post reviews on Google, Yelp, and Facebook, and ensuring that each of your profiles on these pages is up-to-date with the correct address, phone number, and website.
In addition to showing up in search results, reviews also help to spread the word about your business to interested people. Consider this: individuals searching for a keyword that relates to your practice are already interested in what you have to offer. They’re simply looking for the most reliable and best match to their query. So if they’re looking for a dentist in San Diego or a pediatric dentist in Orlando and your website matches the query, shows up in local search results, and has amazing reviews, they’re likely to click through and take a next step toward becoming a patient.
Organic vs. Paid Traffic
One of the most valuable indicators of how well a website is doing is organic vs. paid traffic. Now, the most important thing to understand is that there is nothing wrong with using PPC as a part of your dental marketing strategy. In fact, it’s a great way to quickly drum up targeted traffic.
PPC allows you to target keywords you might not be able to rank for and the ads can be extremely targeted toward mobile users. Read this helpful article about Dental PPC.
However, more often than not, organic traffic tends to get the highest quality leads on mobile devices. This is often because people who are performing searches for dental offices or related businesses on their website are ready to take a next step. They’re further down the sales funnel.
Claim Your Google MyBusiness Listing
Your Google MyBusiness listing is an absolute must if you want to dominate both mobile and desktop searches. This is because it displays your business on maps, as well as in organic searches. Your map listing will also detail your reviews and serves as a one stop shop for people to get the information they need to make a decision.
So which is more important?
To call one segment of traffic more important than another is a huge no-no in the world of business, especially when one segment is trailing another so closely. Additionally, because most individuals in society have cell phones and desktops, it’s safe to say that some might start a search on one device and move to another.
Because of this it’s important to make your website work for both audiences. This will ensure regardless of the device they’re on they will have an exceptional experience and are more likely to become patients in the end, and even ambassadors who post positive reviews and influence their friends to come to your business.
Your website can be a powerful dental marketing tool when designed for the right audience. It’s just a matter of determining who your audience is and what actions you want them to take.