It’s pretty simple.
I discovered early on in my online marketing career that often small business owners, including dentists, are not provided the best possible service when it comes to website design and search engine visibility.
And I also discovered that many agencies look at dentists as being business owners with PLENTY OF MONEY, and add a premium mark up to what is a standard or even sub-standard service.
I was really shocked to learn this! Dentists seem to have a huge target on their backs for people trying to make a quick (and sometimes very substantial) buck.While I’m not at all against people being paid well if they provide a valuable service, I certainly object to people being paid well for something that adds no value to the practice.
Online Visibility Is Complex
There are a lot of moving parts that must be brought together in a synchronised way for effective online visibility to occur. This means that people who have a particular area of expertise (for example, web design), might not have a good knowledge of other important pieces of the puzzle (such as website content, social media management or visibility tactics). This can be a big problem for a time poor dentist, because somehow you and your team need to be able to bring lots of moving parts together.
It’s important for you to know…
Not Every Web Developer Knows How To Build A Website That The Search Engines Love
Having now looked behind-the-code of hundreds of small business websites, I can say that the majority have been poorly designed when it comes to online visibility. Even companies claiming to be experts often do a remarkably poor job at helping their clients become visible for the right search terms…
It’s not enough for a website to be live on the internet. Your website needs to be built and set up so that search engines can find it and understand what is on each page.
Your website also needs to be designed for the human visitor: it needs to be easy to use and filled with content that is important, interesting and relevant to them. It needs to be mobile-friendly, because more and more Australians are accessing the internet using their mobile devices.
Your website needs to be built to achieve this in a way that is Search Engine Friendly, and compliant with our Advertising Guidelines and other regulations.
Not Every Web Developer or Online Marketing Agency Knows About Our Rules
I was also shocked to discover that many online marketing ‘experts’ have no idea about the regulations that govern advertising for Australian Dentists, and that their marketing activities are causing many Aussie Dentists to be breaking many different regulations and laws. Others are aware that these guidelines exist, but use the ‘safety in numbers’ excuse, hoping that their client will not be the one tapped on the shoulder by the Dental Board or ACCC.
Not Every Online Marketing Agency Knows Or Respects Google’s Rules
All of the Search Engines (and other online platforms like Facebook) have rules, but Google’s Rules are particularly important to obey, since Google is still the main search engine that Australians turn to. Google makes it very clear:
- That they expect websites to be built with the human visitor in mind
- That there are Google-approved methods to make a website visible and legible
- That websites will rank better if they are found by Google to be relevant and helpful to the human visitor, and
- That they don’t like anyone messing with their search engine.
Until a few years ago, the rules existed but Google didn’t have the sophistication to police them, but this all started to change in 2011. Now Google has a way of detecting activities that are being used in defiance of its rules, and it is prepared to punish those who use them.
Sadly, a lot of Australian Dentists have invested in SEO services over the years: this used to make a positive difference to your website’s position in the search results but even SEO work that was done on your website years ago can now get your website penalised, or worse- pulled completely out of the search results until you make amends.
Some SEO Agencies still work against the rules, and while this still works sometimes in the short term, anyone breaking the rules are sure to get caught and punished at sometime in the future.
Why Dental Web Strategies Was Founded
Dentists are typically way too busy to have the time to dig deep enough into the world of online marketing to learn about all the pieces of the puzzle and how they all fit together. To make things even more complicated, the rules of the internet change often. Bright, Shiny Objects (‘the latest ranking tactic’) appear frequently and are sold to unsuspecting business owners who don’t have the time or baseline understanding to figure out whether they are onto a good thing or about to waste more money.
Ethical, professional and effective online marketing is important for every Australian dentist…
…and we exist to fill the knowledge void.
Education, Training And Consulting
The most important thing we do is to provide education, training and consulting to Australian Dental practice owners. Sometimes all that is needed is a plan and a little bit of training to allow a practice to solve their online marketing issues. We love empowering practices to be able to manage key aspects of their own online visibility, and to know that they can instruct their providers and agencies (including their website development team) with confidence and clarity.
If anything has gone wrong, we can analyse your website and marketing strategy and get you back on track.
For those who prefer ‘done-for-you’ options, we have a team of website developers, website content creators and blog and social content creators ready and willing to help, and a hand-selected group of specialist marketing agencies that we can refer you to for assistance with Google AdWords, Google Local and other marketing tactics.
Your Success Is Our Focus
Every Australian Dental Practice needs to have an online presence. Many practices rely on their online presence to attract new patients into their practice. The team and I would love to help you with whatever is holding you back.
Let me know how we can help?