Keywords are one of the aspects of SEO. They are the search terms potential patients use within Google to find your services, and therefore an important consideration when aiming to increase patient enquiries from your online marketing activities.
Long tail keywords are those search terms that have more than 3 words. For example; ‘best dental practice teeth whitening’.
These keywords make up about 70% of search volume traffic and are therefore highly valuable. They much more specific keywords that are used by searchers nearer to the point of purchase. Those using long tail keywords are less likely to be carrying out research but are looking for a dental practice to book that treatment.
Targeting long tail keywords will drive relevant traffic to your website. For example, let’s think about dental implants. If a searcher is typing ‘dental implants’ into Google, they are likely to be searching for general information about the process of the treatment. Search results are likely to be dominated by big budget brands and informative sites, rather than smaller practice sites with a lower budget.
When a searcher has enough information, they may start using long tail keywords to discover a dental practice near them to book in a consultation. For example, if a potential patient types ‘best dental implant dentist in Bournemouth’ into Google, it is clear their intent is to book an appointment soon. This is the type of relevant traffic that really brings in new patient enquiries.
These keywords are also much less competitive as big brands are unlikely to be targeting these broader terms, giving your website a higher chance of ranking organically for them. By targeting these keywords in AdWords campaigns you’ll also be able to target highly relevant searchers at a lower cost.
By utilising long tail keywords, you will be communicating with potential patients closer to the point of purchase and therefore can expect to see an increase in conversions.
To find out more about long tail keywords and how to use them, take a look at the following: