What is SEO for Dental Websites?

Before we get into Search Engine Optimization (SEO) let's review HOW SEARCH WORKS

How Search Works

Search There are over 60 trillion individual webpages on the Internet and that number is constantly increasing. Search engines like Google ingest the web by following links from page to page. This is known as crawling.

Google sorts the pages by their content and other factors. The exact criteria Google uses to sort and grade webpages is a continually evolving secret (we'll come back to this). The pages are stored in THE INDEX which is over 100 million gigabytes.

Algorithms & Search

Search Hundreds of times every day people in your city and neighborhood are searching for a dentist or the solution to a dental problem.

Programs and formulas analyze search queries and use over 200 signals to decide which of the millions of pages and content are the most relevant answers for that query.

Based on these clues, Google pulls relevant documents from THE INDEX.

How Search Works

Search Seach results, the responses returned by search, especially the first page results, are not there by chance. Most likely, Search Engine Optimization put them there. The few results that are there by chance soon won't be. Search result supremacy is an incessant battle and in an increasingly digital marketing environment. The stakes of being found by SEARCH are literally business success or failure.

Search Engine Optimization (SEO)


SEO research, tweak, measure, repeatSearch engine optimization is largely about the analysis of search habits, Internet competitors and the study of website analytics to identify small modifications to parts of a website that can improve search rank. The process of using the knowledge from analysis and research to persistently refine a website in order to affect the search engine's "natural" or un-paid ("organic") search results is known as SEO.

SEO increases the odds that your website will be found at the exact moment a dental patient is looking for a service that you can provide.

Search engine optimization, if done right, will improve a site's interaction with both users and search engines by providing the most relevant content to the ideal patients' query.


Last 4 Years SEO Performance Results

Findings are based on 7,000+ primary search terms linked to accounts who have been on SEO with us for 6 months or longer.

2013 2014 2015 2016
Search terms
listed on Page-1
76% 78% 75% 78%
Search terms
listed on Page-2
10% 10% 13% 11%
The Mechanics of SEO for Dental Websites


Search Engine Optimization (SEO) is the process of improving a website page ranking in a Google search. The primary value is created from within the content of the website. There are out-of-the-box approaches that may generate additional value such as, but not limited to, backlinking to relevant dental sites. Social media links generally include a "no follow" in the link code. InfoStar's team has found a way to achieve full social media link value from our social media accounts.

Search Term Selection

Several years ago Google switched the search criteria from keywords to the text content within the website. Yahoo and Bing have begun analyzing text content as well. If you know where to look, Google does report the most often queried search terms for a specific area as well as nationally. We work with these terms as well as the terms that a practice wants to focus on. Popular search terms are fluid in respect that as the market changes so will the popularity of the search terms. We continually keep an eye on what terms are more relevant and most popular, and make changes to our client accounts as necessary.

Google Algorithms

We provide 3D procedure animations, movies and case photo images. The accompanying procedure text is reviewed in order to track with Google trends. Everything that goes into a website contributes to a Google algorithm. There are tens of thousands of possible algorithms. Each algorithm has a value. It's the agfgregate of these values (think of it much like a credit score) that helps determine search ranking of a particular term or of a website as a whole.

Google Algorithms continued

The problem is that Google constantly makes changes to their algorithms - over 500 a year - and it makes major industry altering changes once or twice a year. Google doesn't publish when they make a change, or what they made a change to, until a month or two later if at all. It's like playing chess in the dark with Google and just when you think you might have it figured out, they spin the board on you. Take Google changes, add in the tremendous growth of the Internet and the emergence of more SEO marketing companies (fly-by-nighters or otherwise), it requires a constant effort to achieve and/or to keep a website listed onto page one.

How InfoStar carries out SEO on your dental website...

  • Analysis of competitive websites
  • Research Google and validate search terms
  • Custom SEO formula implementation into your website
  • Daily monitoring
  • Weekly search term performance tracking
  • Weekly on-going website updates to keep your dental website high in the search engine rankings
  • Monthly Client Reports on the website's search ranking progress

Google SEO Altering Major Changes

In September, 2013, Google revealed that they have released a dramatically new rewritten algorithm that was an SEO game changer called "Hummingbird." The algorithm is based on semantic search, focusing on the "what is the user's intention" versus individual search terms. Hummingbird is a definite expansion of Google's semantic capability evident at the search interface level that reveals two significant things: 1) Google has increased its ability to deal with complex search queries which means that it is also better at indexing entities in Web documents; and 2) it is much better at rationalizing search queries and web documents which also means that its Knowledge Graph must be considerably enriched. A "Quick SEO Fix" is now firmly in the past. It's becoming less and less about the keyword and more about the intention behind it. It's a whole new ballgame!

April, 2015, Google announced that they are expanding the use of mobile friendliness as a ranking signal. Currently, 60% of all Internet access comes from mobile devices (smart phones & tablets). Mobile devices have shifted the SEO importance to mobile friendliness. Google is emphasizing the need for complete, easy-to-review websites available on mobile devices. This change will affect mobile searches worldwide and will have a significant impact on search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

Our InfoStar SEO team is well connected and is constantly months ahead of competition when it comes to SEO effectiveness. We realized immediately that the basis of semantic search and knowledge graphs would become the foundation for any search so we began writing new procedure content, including more FAQs, to better identify intent, needs and problems, and to provide answers and solutions. When Google placed their emphasis on mobile devices we were again well prepared and folded all of our experience into a responsive website that Google liked and the public responds to.

One thing is for sure, Hummingbird will eventually weed out the non-professional, want-to-be SEO people who are all over the Internet with false claims that they can get you onto page one. Unless you are paying the big AdWord bucks, you must have access to the content, website structure and other elements that Google likes or you cannot compete.

Monthly Reporting

You will see exactly how your website is performing

SEO Reporting

SEO reports are a vital piece when it comes to tracking SEO results. We constantly review your website's search engine ranking, website statistics (analytics including hits, page views, etc.) to monitor how your site is performing. Additionally, these reports are equally important to you, the customer, to know what your money is being used for.

Website Ranking Performance Report

SEO maintenance for a website can require a lot of labor. Between the constant monitoring of a website's performance and the necessary website changes including content, meta-data, internal and external variables - there's a lot to monitor and adjust to make sure a website performs well on search engines. We work hard to get every search term listed onto page one in a Google search. The problem exists when Google changes their algorithm and search criteria, which they do as often as daily to bio monthly, but they are always in a fluid state of change. It's how Google is able to keep a level competitive playing field. So, when we may have a search term on page one for several months in a row and all of a sudden it appears on page 6, it's due to a Google change. We have to figure out what the change was and then make the proper adjustment. It may take days to months to return that search term to page one. We provide a monthly search term page ranking report and three monthly analysis reports so our clients can see how we are earning our money.

Google Analytics will provide you with knowledge of
important daily, weekly, monthly statistics, such as:

  • Number of Hits (total)
  • Number of Hits (unique)
  • Average Time-on-site (per visit)
  • Number of Page-views
  • Number of Hits coming from your social media outlets (Facebook, Google+, etc.)
Supercharge Site Rankings With SEO
Click or call to learn more about how our dental websites and SEO
can maximize search engine rankings.

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