How Google, Yahoo and Bing Can Get You More Patients

Transcription

1 How Google, Yahoo and Bing Can Get You More Patients Special Report Reveals the Insider Secrets of How Your Practice Can Dominate the Local Internet Search Results

2 Contents About Graig Presti and LocalSearchForDentists.com... 3 How Google, Yahoo and Bing Can Get You More Patients... 4 Why Is Local Internet Search Marketing So Important?... 4 What is Local Internet Search?... 5 What are the Benefits of Local Internet Search Marketing?... 7 Five Secrets to Get to the Top of Local Internet Search and Stay There Follow the Guidelines Keyword Research Merge Multiple Listings Submit to Directory Listings Getting Reviews Local Internet Search Internet Marketing Mistakes Dentists Make Too much focus on websites and thinking that because you have a website your local listing is covered Letting competitors hijack your listing Wasting too much money on Pay-per-Click Not having enough information in the listings Relying too much on website design Depending too much on Google Using unethical techniques Using keywords in the wrong way Spamming reviews Not Reviewing Analytics and Tracking Further Keys to Local Internet Search Marketing Success Creating a YouTube Channel Use More Video Coupons and Offers Don t Get Closed Down The Google Plus Button Special Offer: Local Internet Search Marketing Audit Graig Presti 2

3 About Graig Presti and LocalSearchForDentists.com Graig Presti is one of the leading experts in Local Internet Search Marketing for dentists. He has a long history with internet marketing, direct response marketing and helping dentists grow their businesses. He worked closely with many leading dental practices as Senior Manager responsible for Dental Implant Marketing and Direct Response marketing at Dentist Profits. Now, he has established Local Search for Dentists to help dental practices get the best results possible with Local Internet Search Marketing. He s the ideal expert to explain the future of Dentistry Online and the importance and value of online marketing for dentists. You couldn t find a better team to have in your corner Before working with Graig Presti and his team we had zero internet presence with poor and inconsistent rankings on Google as well as the other search engines. Within a few short weeks of Graig working on this for our dental practice, by using multiple keywords, general listings and geographical search techniques, we now experience consistent rankings in the #1 or #2 position. As the public continues to use the internet preferentially over newspapers, yellow-pages and other print media this consistent internet presence is vital to the continued growth health and expansion of our businesses. Already we are seeing a dramatic rise of new patients in our office from internet search activity. Graig and his team are super responsive, smart and utilize the latest technologies in their work. You couldn t find a better team to have in your corner! Richard B. Dunn DDS, PC & Tracy DeMark 2011 Graig Presti 3

4 How Google, Yahoo and Bing Can Get You More Patients Think about the first thing a patient does when they see your marketing whether it s a newspaper ad, a radio spot or anything else. They will Google you! Right now everyone can see that print media is on the downfall and everyone is going to be going to the internet even if they come to it from something offline. So it s vital that you have a professional appearance online and there is a lot more to that than just your website. It includes: Google Places Videos Testimonials Before and After photos You have to go and be seen where the customers are looking and buying. If someone searches online and they don't find anything that looks marketable, they are gone because right underneath you is someone else who offers the exact same thing and they may be just down the street. Success is about more than just getting ranked it's how well you look on the Internet along with your ranking. It's a double-edged sword. You have to go and be seen where the customers are looking and buying. The internet has gone completely local. Why Is Local Internet Search Marketing So Important? Here are some reasons why you need to boost your presence on the Internet now: 86% of adults are using search engines to look up information locally: People aren't thumbing through print media any more. They are looking at the Internet to find all sorts of local services Graig Presti 4

5 97% of consumers are using online media to research products and services in the local area. 80% of income is being spent within a shorter space geographically: Local internet search is becoming even more important because gas prices are higher and the economy is bad. People aren't going as far as they used to. Everything is now hyper-specific. This is the MOST IMPORTANT FACT: 90% of people don't look past Page One of the search results: If you are on page two of the search, you are pretty much not even getting looked at. What is Local Internet Search? Local Internet Search is what you see when someone is looking for a local service in a specific geographic area whether it is a dentist, plumber or other service. This is an example of a local internet search for a plumber. The map is considered local internet search and this approach can still be seen in some parts of the country but the approach is changing. Google saw that everybody was going on the Internet and looking for local businesses and they saw everyone was flooding to the maps Graig Presti 5

6 So, as Google always does, they revolutionized local internet search. Now the local results with the map and red dots represents almost 90% of that page. That change took the traditional approach to having a website for marketing your business online and turned it completely upside down. THIS IS CRUCIAL: Now, even if you have a great website, if you don t have your maps in order, you have dropped right off Page One of the search. They used heat maps and eye-tracking and saw what people were looking at. So they put the reviews to the right and even the ads got moved right down because people weren t clicking on them as much as they were before. Google wants to give its users real organic local results and that is why Local Internet Search Marketing is so important. Right now there are more than 500 MILLION unique local internet searches being done on Google every month. That s half a billion people looking for something locally those numbers are from a few months back and are probably even higher now. The fact is that Yellow Pages and other print media are on their last legs as a viable marketing tool. Right now there are more than 500 MILLION unique local internet searches being done on Google every month. They may still be working in some areas of the country but they are under severe 2011 Graig Presti 6

7 pressure and are giving all sorts of discounts and offers to encourage people to sign up. At the same time, the competition for pay-perclick online advertising nationwide is getting really stiff. Pay-per-click is probably still affordable in smaller cities if you track it closely. But what s happening is you have the big Implant companies, DENTIST and the Lumineer companies going in and out-bidding you with their million-dollar marketing budgets. You now have to pay much more to get a patient from pay-per-click. So you now have to pay much more to get a patient from pay-per-click. THIS IS THE HARSH TRUTH: These big firms are beating you out of the way and killing the local dentist. So the next step has to be Local Internet Search Marketing. It's free to be ranked on Google, Yahoo, Bing and all those other sites. So, instead of trying to compete with the 800 pound gorilla, you can spend less money than you would on pay-per-click and still attract business. Got Me Where I Wanted To Be On Google "After years of working with SEO, Pay per Click, and any other medium to help promote my website, I have finally found the one that works BEST, Local Search powered my Graig Presti and his crew! I have always wanted to dominate the Internet and when I talked with Graig and found out what he was doing it was a perfect fit to get me where I wanted to be in Google. Since working with Local Search, my name shows up at the top of the map on the most common dental searches that potential patients will type in. Thanks Graig, working together I know we will continue to dominate! BTW did I mention how fast we got to the top? We have only been working together for a few months!!!! Great Job" Dr. Robert J. Gallien DDS 2011 Graig Presti 7

8 What are the Benefits of Local Internet Search Marketing? When people go to search for dental implants, they are going to their computer preeducated and pre-determined to buy something to do with dental implants. They want that procedure and they have researched it. They are coming to the computer ready to pick up the phone or ready to you. Local Internet Search Marketing allows you to leverage that interest because 85% of local internet searchers are following up with a phone call. That means 85% of people are going to the website and calling you to enquire about your services. NOTE THIS: The fact is that if you don t stand out, they're not going to call. There are about 40 to 50 keyword combinations that people search on and using Local Internet Search Marketing properly allows you to dominate the other niches. And people are not searching based on what you and I think they should be searching on. They are looking for sedation and looking for cosmetic. 85% of local internet searchers are following up with a phone call. People even search using terms such as tooth doctor as goofy as that sounds. That s what people have in their minds and thousands of searches are being done on terms like that every month. Knowing the keywords allows you to get into the niches. You can pick and choose where you want to be. THIS IS WHY IT MATTERS: Prospective patients are coming to the phone with the mindset that they are going to move forward. Search results do that for you automatically because they're already pre-educated on what they want Graig Presti 8

9 Five Secrets to Get to the Top of Local Internet Search and Stay There Here is a do-it-yourself guide to getting the best possible local internet search rankings. Some of this requires a bit of work but anyone can do it if they know how to check Follow the Guidelines The first point and probably the most important is that you have to follow the guidelines. You have to understand that each search engine has its own rules and policies. Google is the strictest. They have a long Terms of Service Policy blog. But, if you read it and go through it, you'll learn how to work through their search engines and stay within compliance. However, you have to review all the policies. You want to do your homework. TAKE NOTE OF THIS: If you put something in the wrong spot in Google, you might get a bit of a boost in the rankings for a while but then they ll rip you right down. There are so many spammers out there right now that they have all these rules in place for a reason. Google doesn t want people manipulating it so do your homework and follow the guidelines. 2. Keyword Research You have to find out what people in your area are actually looking for online. In order to do this, you need to go to this website: When you go in there, you can actually find out what people searching for dental firms are actually keying in. Some of them will really surprise you. When you have identified the top keyword combinations, you can then type them into search and see where you rank for each of them. If you're not very high, you're going to have to use some of these steps to get better. But if you don't know what people are looking for, you can t make it part of your online presence. There are so many spammers out there right now that they have all these rules in place for a reason Graig Presti 9

10 3. Merge Multiple Listings You may find that you have multiple listings on the Internet whether that's in Google, Yahoo, Bing, directory sites or whatever. With Google especially, you have to merge these listings into one listing. It may seem like a good thing to have several listings but it can cause serious problems. You can go to Google Maps and type in your phone number and see how many listings come up under your address. If you have more than one listing, that's a problem. It s a terms of service violation to Google. These listings may have been created by you or by a website designer or by Yellow Pages, for example. It may seem like a good thing to have several listings but it can cause serious problems. Everyone thinks they're doing a good thing by giving you more but you are actually much worse off. The biggest risk with having multiple listings is that you could get deleted by Google. That s a big problem because, if you get deleted by Google, you're not coming back any time soon. Another problem with multiple listings is that Google doesn't know where to rank you and you just get scattered. So everything goes all over the place instead of having one strong listing. You could have patients coming to review you and they don't even know which listing to post your review on. YOU NEED TO DO THIS: You must tell Google that you want multiple listings combined and then take control of them. You must be careful about how you merge the listings and you don't want to be outside of the guidelines for that. The policies and procedures for doing that are shown on the Google blog. WARNING: This has to be done properly so you should not try it yourself or trust it to a web design company. If it s done wrong, you could lose your spot on Google or lose your reviews. I suggest you talk to us about your situation. Learn how we merge listings on Google by going to One doctor who came to us had let his web guy merge the listings and, as a result, he lost 43 reviews. These reviews are NOT coming back Graig Presti 10

11 This can easily happen if you don t do your homework, read the policies on Google and follow the right process. 4. Submit to Directory Listings Getting listed in directories is one of the most important factors for getting ranked on the local map. It's also the biggest pain in the butt because they all have to be done manually. A directory site is something like SuperPages.com or YellowBook.com. There are hundreds and hundreds of directory sites. You should get on as many directory sites as you possibly can but it has to be done manually. That means you have to go in and literally type in your information into the directory sites. But it will pay off! WARNING: Do not let anyone submit this information with a data feed or any kind of automated software. That is the easiest way to get your information completely backwards and get sandboxed by Google. Directory listings are called citations as they represent a mention on the Internet. HERE S WHY IT MATTERS: The more mentions you have linking back to your Google Places page, the more favorable you're going to look. It makes you become an authority in Google's mind. 5. Getting Reviews Reviews are extremely important because 70% of people right now are reading online reviews and valuing them just behind a family referral. FOCUS ON THIS: An online review is the strongest referral you can get other than a family member saying You need to go see this guy. People are reading reviews and they believe them even if you think they are terrible. There is a service called Demandforce that is the only third-party review site that has a direct feed to Google to upload the reviews. Others may tell you they do but, currently, Demandforce reviews are probably the only way to get a third party endorsed review uploaded to Google automatically. People are reading reviews and they believe them even if you think they are terrible Graig Presti 11

12 Recently Google changed the way they publish reviews so that the Google reviews come out top in search and others are lower down the list. The other reviews still count and still influence the algorithm but Google wants to be the place for reviews. IMPORTANT ACTION: You should have a game plan to use third party review sites like Demandforce and also have a strategy to get Google reviews immediately. Everyone should be ing patients regularly whether it's a newsletter or appointment reminders even if you have to do it manually. If someone comes in for a cleaning, you should send them out an the same day with your Google Places link encouraging them to post a review there immediately. The more Google reviews you have, the better your position is going to look. WARNING: Don't set up a PC in the corner of your office and ask people to use it to post reviews. When a lot of reviews are seen to come from the same IP address, you may get taken down. Orthodontist Owns Iowa City "Dear Graig, I just wanted to take a moment and thank you for your excellent service. We started using your service just a little over 6 months ago and it is really starting to show a great improvement in the number of patients coming from Google and online searches! We have received four times our response prior to using your services. We are always #1 or #2 on listings and the best part is I do NOTHING at all WOW! Thanks so much keep up the great service for us!" Dr. John Mergen DDS MS Mergen Orthodontics 2011 Graig Presti 12

13 10 Local Internet Search Internet Marketing Mistakes Dentists Make 1. Too much focus on websites and thinking that because you have a website your local listing is covered. Many dentists put too much focus on their website they have someone to take care of it and think they have everything on the Internet covered. However, nothing could be further from the truth. NOTE THIS: You can even do well in Local Internet Search Marketing without a website. I have friends who design great websites but they don t know about SEO or Local Internet Search Marketing. The problem is that some people who design websites say they can set you up but, if they don t use the proper keywords and don t know the compliance rules, this can land you in some trouble. If a web person has put something in place for you, make sure you understand exactly what they did and have a professional SEO person look at it for you. 2. Letting competitors hijack your listing If you have a listing that is unclaimed or not being managed a competitor could come along and cause you damage. Letting competitors hijack your listings is probably one of the most dangerous things that can happen to a dentist. If you have a listing out there that is unclaimed you are not managing it currently on Google or maybe you have multiple listings you don't know about a competitor from down the street could come along and do a few things to cause you damage. They could mark you as closed to business so that someone who comes to your page thinks you are not open They could leave bad reviews They could put their phone number where your phone number should be THIS IS CRUCIAL: You would never know who did this so you need to claim your listing, make sure it is managed 2011 Graig Presti 13

14 and never assume it will take care of itself. 3. Wasting too much money on Pay-per-Click If the ROI on pay-per-click isn't working and you're spending $1000 a month on Google AdWords, you could really end up missing a large amount of people that you would be able to reach by putting your money and effort into Local Internet Search Marketing. 4. Not having enough information in the listings You need to make sure you have enough information in your listing such as "Before and After" photos and videos. Make sure all your services are listed and link other pages to it. It needs to be complete and look professional. Even if people are coming from offline marketing, they often come to Google and if your listing doesn t look good, they are leaving. Though a website can help, people want to know how many directory listings and reviews you have. 5. Relying too much on website design People often rely too much on website design they think they have to go off and develop a Ferrari-type website. The problem is that if you have an established website and then make too many changes, you are going to have to start over again with Google. REMEMBER THIS: There are people who don t even have websites who are getting patients every week because they are ranked well in Maps. They are getting patients because, though a website can help, people want to know how many directory listings you have and how many reviews you have. A website is really just a conversion tool that you use as your backend. You drive traffic to it and it should be simple, concise and easy to navigate. It has to convert well Graig Presti 14

15 If you look at your analytics and see that you have a high bounce rate, it's probably a design issue along with some SEO factors. 6. Depending too much on Google Everyone wants to talk about Google because it is so dominant. But Yahoo and Bing with the others have 30% of the market. So you don t want to leave these people just hanging around. Bing is spending a ton of advertising money and took 4% of market share from Google. Perhaps they re never going to be Google but there are going to take away some more of the market. When someone has Windows installed on their computer, Bing is the default search engine. Mrs. Smith doesn't know any better so she goes on to Bing and she searches. So don't depend too much on Google. 7. Using unethical techniques Using any unethical or black hat techniques such as keyword-loading or spamming is going to cause you problems. Sometimes people think they are trying to get you better rankings but then put the keywords in the wrong spot which ends up getting you banned. Google is pretty strict and will notice. Don t try spamming your business listing. Make sure it is your real business listing and use real categories. Don't put your City and State where it doesn't belong. Sometimes people take these actions with good intentions but don t know what they are doing. They might think they are trying to get you better rankings but then put the keywords in the wrong spot which ends up getting you banned. IMPORTANT: All it takes is one person to report you and then it's goodbye. 8. Using keywords in the wrong way Use the Google Keyword Tool to find the words that people are really searching for. We know what a veneer is but most people don't know and aren t searching for that. They know they have a problem so are looking for cosmetic treatment. There is nothing wrong with optimizing your site for veneers or dental implants but most people will not be searching for that Graig Presti 15

16 9. Spamming reviews Don t even think about faking or spamming reviews or having your friends and family write false reviews for you. WARNING: There are lawsuits on the go for faking reviews as they are effectively fake testimonials and you could get sued. If you spam the reviews, you're going to get removed from Google. If you spam the reviews, you're going to get removed from Google. You ll be in the sandbox and it can take you years to get looked at by Google again. 10. Not Reviewing Analytics and Tracking You need to track important stats like how many visits a month you're getting to your local listings, how many clicks, how many phone calls and how many visitors a month you're getting to your website page. If your web company is not sending a report every month, telling you exactly what that data was, you should find out why you are not getting it. Simply Amazing! Four Top Listings and the Coveted One Pack... What Graig and Local Search for Dentists have done is simply amazing. We now have four top listings for relatively competitive keywords in our area! And we are the coveted "one-pack" (solo listing) for the most profitable niche in our business dental implants. As I understand it, Search Engine Optimization is OUT and Local Search Management is the key to being found online. Graig and his team understand the rules and are getting it done!" Dr. Scott F. Peterson, DDS. PA. The Dental & Implant Suite 2011 Graig Presti 16

17 Further Keys to Local Internet Search Marketing Success Creating a YouTube Channel You should set up your own dental YouTube channel where you post all your video patient testimonials. This is how you build your brand on the Internet. If someone does Google you, they should see this nice, wellorganized group of patient testimonials. These will always be there right along with your phone number and your website watermarked on the video. These recommendations stay with you for the rest of your career until you retire or sell the practice. Use More Video Video is now ranking even more prominently than ever before. If you have video on blogs with the right keyword combinations, you can have your videos ranking for keywords such as cosmetic dentist in your city all the way on the first page like in the example here. You may not always have four videos on Page 1 but you could have at least one and it will be thumbnailed. Even in the last few weeks, we have increased our use of video as it is becoming more and more important Graig Presti 17

18 Coupons and Offers You want to include Google Coupons and Offers on in your Places page. They are mobile-compatible so people can print them out or bring in a smartphone. New patient specials work well here and you can rotate the offers and do all sorts of things. Many other sites have coupons as well so don t rely on just Google Coupons. Don t Get Closed Down We have seen clients who have effectively been closed down on Google. One was getting 15 patients a month from Google with an average case value of $3,000. That $45,000 a month got taken down to zero. It takes a bit of work to get them back Graig Presti 18

19 The Google Plus Button The Google Plus button has been described as its version of the Like button on Facebook. It s actually something different but the underlying theme is they want search to become social. So if you recommend a page, they want your friends to know that page has been recommended. The Plus button is a way of telling people that they should check it out. It s all about SEO. I Was Hesitant To Give Up Control "Hey Graig, I just wanted to give you a big shout out saying thanks for all that you are doing for me on the Google Local scene. As you know I was hesitant to give up control over something that I thought was easy to do, but man you have done a way better job than I ever could unless I quit being a dentist and even then who knows. But even more importantly you are actively monitoring and taking action on a regular basis vs. me never monitoring it unless I just happened to see a Google alert or read an article of some untested idea. In reality I just didn t have time to do everything necessary and it was just added to my stack of stuff that I was going to get to when I finally finished working on patients. You know that stack that keeps getting bigger unless I hide it in a box beside the desk. LOL. But seriously thanks again for helping me turn things over, improving my Google ranking and making life a little easier. Scott Schumann DDS 2011 Graig Presti 19

20 Special Offer: Local Internet Search Marketing Game Plan Get LocalSearchforDentists.Com to Review Your Local Search Listings and Start Dominating Your Market Today! Here s what you get when you sign up for our unique Local Internet Search Marketing audit. We ll get on the phone with you and give you a complete review of how you are doing on the Internet. This is what you ll discover: How you stack up against your local competitors Where you rank on Google, Bing and Yahoo What keywords your potential customers are using (and how to make them work for you) If you've been "sandboxed" by Google making it impossible for potential customers to find you Whether your "friendly" local competitors are stealing your traffic Why potential new patients in your neighborhood can't find you What you're doing wrong, and right (the 4 Magic Keys to website success) Our service includes the following key elements. Audit We'll do an audit for you giving you a complete game plan and checklist. You ll receive full to-do lists that you get to take away and give to your staff so that you can start making improvements right away Graig Presti 20

21 We will tell you where your Google Violations are about 90% of dentists have these and we ll show you how to fix them. Recommendations I will personally look at your Internet presence and give you my top recommendations for what you need to be doing to leverage Local Internet Search Marketing on a different level. Backed by My 100% Risk Free, Money Back Guarantee! If you get on the phone with me and you feel it wasn't what you expected, my personal guarantee is that if you don't like it I ll refund your money right on the spot no questions asked. The normal cost is $697 but, for a limited period, we have a Special Offer price VIP Special Price: Normally $697 NOW $297 To order now: Visit: or call our 24hr order hotline at (888) For any questions, call us in the office on Graig Presti 21