SEO Overview

The process of affecting the visibility of a website (via rankings) in a search engine's unpaid results (not ads)- often referred to as "natural" or "organic” SEO (Wikipedia).

The Gold package optimizes websites and submits their websites to Google, Bing and Yahoo. Keywords are setup with Meta on the backend of the website to help increase website rankings. This is considered on-page optimization.

  • All Reps should be able to answer a client’s question regarding SEO
  • Each site is unique, SEO strategies will vary
  • Ask questions!
  • Investing in a Search Engine Optimization strategy does  not buy patients, it buys visibility.
  • If client has purchased Listings Pro and we claim their Google My Business listing, Seth can relay information from “Performance on Google” emails provided to show statistics on how many people have called them from the google search, how many people have looked up directions to their practice, etc
  • Our clients should be asking their patients how they heard about them to confirm if their website is the basis of discovery  

front end back end seo

Pay Per Click (PPC)

  • Also referred to as AdWords
  • Ads appear at the top of the 1st page of search engines, or on the right hand side, beside the organic listings
  • Every time an ad is clicked, money is subtracted from their ad account
  • When money in their ad allowance runs out, the ad is no longer shown in the search results
  • Don’t have control over unless they’re doing AdWords
  • Don’t have to worry about it - we do not deal with AdWords - they would have an AdWords rep

Local Map Listings

  • Shows under PCC
  • Websites appear that have been claimed and verified by the practice (LD package)
  • This isn’t SEO
  • Different than organic rankings -- whole different algorithm – very, very unique
  • We have no control over this section of a search
  • Google center of a city, time established, number of reviews, landmarks near business - things that can affect the local section of a search
  • Generate reviews
    • Look at age of reviews - 3 year old reviews don’t pull anything
    • New reviews, new traffic to the local area for the local search

Organic Listings

  • Organic listings refer to the search results that appear naturally (Not Ads/PPC).  The search engines use an unknown algorithm to determine how websites are ranked in the organic listings
  • Where we do have a little bit more control as to how to help people move up here
  • Google, Bing and Yahoo are the search engines we submit to
  • Takes 6-8 weeks to be indexed – doesn’t mean that they’ll see rankings
  • The best thing to look at is how long has it been?
    • 1-3 months -
      • average time for a non-competitive area (i.e. Kansas, Missouri)
      • Up to 200,000 results
      • More specialized keywords
        • Massage
        • Acupuncture
        • Cosmetic Dentistry
    • 6 months
      • Average time for a competitive area
      • 500,000 +
      • Unique names have a better chance of ranking higher vs John Smith Dental, Main Street Dental


  • Process or set of rules Search Engines use to pull websites
  • Google algorithm is unknown and not releases so no one can GUARANTEE 1st page rankings.

Keywords – Gold Package

  • 10 additional keywords (7 services and 3 locations)
  • They get their industry (Chiropractor, Podiatrist, etc.) and location included
  • Terms that emphasis is put on to be found in search engines. A keyword can be “implants” or “dental implants”
  • Keywords should be listed in order of importance in our system. It takes 6-8 weeks to be indexed by search engines and for rankings to appear
  • Order of the KW
    • The order in My marketing - Marketing Package - SEO matters
    • Sometimes the lower ones will get cut off and not rank
    • Put the most important ones at the top
  • Location KW
    • Location 1, 2, and 3 are the most important
    • Adding a few more location KW will not totally affect the rankings
    • Metro areas
      • NY
        • Upper East Side
        • Lower East Side
        • Upper West Side
        • Battery Park
      • Chicago
        • Wrigleyville
        • Lakeview
        • Andersonville
      • Gives them a better chance of ranking
      • Zip codes are not the greatest
        • NY is a good one to use zip codes
      • If there is a university around, use the university as a location
      • Large groups or landmarks vs. Washington D.C.
      • Too large of an area -
        • If they are a niche client (endodontist, periodontist), easier to rank in a larger area

Keywords are only as good as the unique content on the website


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