nigel's talk at the dentistry show 2014

#1 on Google :How you can help

Nigel Reece

Managing Director

Dental Design

Nigel Reece• MD Dental Design• Blue Chip marketing• Developed and launched Bupa DentalCover• Dental Design in 2000

Dental Design• Manage and promote over 400 web sites• Average of 5 patients PER WEEK per practice• From £20 per month

Agenda• Different!• Thought provoking stories• Learning points• Some not new!

Topics• Twitter – How to listen• Design – Mastering the art of ‘nexting’• PPC – How to lose lots of money!• Reputation – Horsegate!• Social Media - Control

1 – What not to do!• Listen to:

‘#1 guaranteed ’

1 – What not to do!

1 - What not to do!• Set the scene

1 - What not to do!• Set the scene

1 - What not to do!• Not all:-

1 - What not to do!• Hard work!

o Re-mortage homeoWork full time for bookingso Holiday spent ‘working’

1 - What not to do!• Simon received a call

1 - What not to do!• Offering

o ‘Almost no deposit’!o No worko Guaranteed bookingsoMinimum 15% return per year

1 - What not to do!

1 - What not to do!• Not so smug now!

o 6 years ono Paid £100 000

1 - What not to do!• This is what he’s got

1 - What not to do!

1 - What not to do!• Expensive attorney• Guarantees worthless• Plot sold!

1 - What not to do!• Lessons

o If it sounds too good to be true…o NO ONE can GUARANTEE #1o Don’t rely on others!

1 - What not to do!• Lessons

o Not only not produce resultso Can do damage:-

oPoor link exchanges – ‘Penguin’o Spurious blogs – ‘Hummingbird’oHidden text – ‘for years!’o ‘Spammy titles’; content – ‘for years!’

2 – Online reputation• How many have you have booked a hotel

online?• What site did you use?

2 – Online reputation• Reviews

2 – Online reputation• Worst

2 – Online reputation• Rest

2 – Online reputation• Patients will be reviewing you• Trip Advisor?• Google, Qype, Dentist Finder• Don’t hide

2 – Online reputation• Be pro-active – ASK!• Google the best

2 – Online reputation• Google Places

2 – Online reputation• Google Places

2 – Online reputation• Google Places

2 – Online reputation• Google the best• Other review sites

o Qype, o DentistFinder.neto Software of Excellence

2 – Online reputation• DentistFinder.net

o Register

2 – Online reputation• DentistFinder.net

o Reception send email

2 – Online reputation• DentistFinder.net

o email

2 – Online reputation• DentistFinder.net

o reviews

4 – Protect your reputation• Negative reviews

o Respond with prompt calm messageo Propose meet/ callo Answer - where appropriate (late)o Report abusive/ slanderous

2 – Online reputation

2 – Online reputation• Ask every ‘happy patient’• Incentives – NOT bribes• Discount for review?• But can’t stipulate GOOD review!

2 – Online reputation• Engage with the audience• Respond with thanks

2 – Online reputation• Reviews increasing in value

3 – Links• Find where links should be• Then get them there

3 – Links• Your suppliers

o Denplan

3 – Links• Your suppliers

o Invisaligno Etc…

3 – Links• Your patients

o Companieso Personalo Blogs

3 – Links• Partners• Friends• Acquaintances

o Chamber of Commerceo Networking groups ie bank

3 – Links• Directories

o CAREFUL!o Dental specific

3 – Links• Directories

o Local

3 – Links• Reciprocal links

o Not a problem for a fewo But NOT all!o Don’t request specific text (anchor text)

3 – Links• Competitors

o Higher rankingo Tools

Majesticseo.comOpensiteexplorer.org

4 – Content• Content IS KING!

4 - Content• Site up to date

o New team memberso New qualifications/ courseso New developmentso Special offers

• Google loves regular updates

4 - Content• Blogs• Social Media feeds

4 - Content• Relevant

o Know what user looking foro Google Adwords Keyword Plannero Ask team - reception

4 - Content• Interesting

oWrite for audienceo Careful of pictures!

4 - Content

4 - Content• Regular

4 - Content• Regular• As often as possible!

o Blog – monthly.o Facebook – couple of times a weeko Twitter – every couple of hours!

4 - Content• Regular• As often as possible!

o Blog – monthly.o Facebook – couple of times a weeko Twitter – every couple of hours!

• Better to not do anything

4 - Content• Stalking social conversation

4 - Content• Stalking social conversation• Many benefits

o Keep eye on conversationso See what treatments/ problems discussed

4 - Content• Respond as expert

o Careful!o Provide impartial adviceo Don’t overtly sell

4 - Content• See what is already ranking

oMimic searcher

4 - Content• See what is already ranking

o See what currently existsoWhat doesn’t currently existoWhat format currently take

#1 – How you can help • Reviews• Links• Content

• Social media• Blogs