Our Strategy is proven to work, It has been developed over 18 years
Key Takeaways
Technical-first approach: The strategy starts by auditing and fixing technical issues, user experience problems and even basic copy errors so your site is actually crawlable, readable and credible for Google and patients.
Content optimisation that drives leads: Rather than just publishing random pages, the strategy expands and improves your core service content to answer patient questions, target transactional terms and increase organic leads.
Local and geo-targeted pages: After core pages are optimised, the plan builds location-specific landing pages (e.g., “dental implant + location”) to attract patients within key radiuses.
Ranking & authority optimisation: Ongoing SEO work encompasses broader ranking factors (keywords, internal/external links, schema, site architecture) so your site consistently climbs search results over time.
Report, analyse & refine: SEO isn’t one-and-done — the strategy includes regular measurement of traffic and conversions, followed by iterative improvement cycles to adjust content, links, and optimisation as search and competition evolve.
1. We start with the technical and the typos
There are reasons your clinic’s website does not rank #1 on Google.
BEFORE we begin working on a client’s website, we audit three things
- The site’s technical code. Here, we are looking for common HTML errors that can detract from a user’s experience of the site and result in a low Google score. The process is quite short and can be completed in about 4 hours per 30 pages.
- Typos and grammar errors are another problem. These are one of the most off putting problems websites have when trying to sell to new customers. Part of the process is a real human reading your practice’s web pages.
- User Journey: here, we are asking simple questions like, “am I engaged? Do I trust these dentists? It is clear what the next steps are. “
2. We optmise the Dental content we have
Copywriting is the most expensive part of dental web marketing.
Before putting pen to paper, we need to work with the content that exists on the website.
This content typically represents the core services and products that the business sells.
Part of optimising these pages includes expanding on the depth of the copy.
What questions are we not answering? Do our transactional keywords include words like, "the cost of" or "what is the process." Do we have these pages?
Often, clients create one page per service. We find that when we create a whole section on a service, we begin to gain organic traffic from Google and generate new sales leads.
This part of the process normally takes approximately 50 hours to plan, write (or edit), design and upload 35 new web pages.
How Google receives these changes dictates our content plan, which is generally developed once this initial part of the strategy is completed. It would include blog content as well as pages.
3. Local SEO
We have optimised our core service pages now we need to drive traffic that buys.
We begin the process of planning landing pages that are specially written for keyword + location.
This starts with dentist + location and then branches out to the treatments you provide: Invisalign + location, dental implant + location, Boutique teeth whitening + location, etc.
We normally start with a 10-mile radius and write a page of content per location per keyword.
Example
- www.website.co.uk/surrey
- www.website.co.uk/surrey/guildford
- www.website.co.uk/surrey/guildford/dentist
- www.website.co.uk/surrey/guildford/cosmetic-dentist
- www.website.co.uk/surrey/kingston/dentist
- www.website.co.uk/surrey/kingston/cosmetic-dentist
Depending on results we can then add additional pages
- www.website.co.uk/surrey/kingston/cosmetic-dentist/all-on-four
All pages lead to Rome: by this, we mean you /dental-implant geo pages would link to the top-level implant treatment page.
The advantages of this approach is:
- Advanced site architecture
- A removal of the location spam on top-level treatment pages
- A simple system in which we can add more counties and towns when appropriate
4. Optimisation
If your clinic's website does not rank on the first page of Google, then you score it too low.
To increase your score, Google has over 200 ranking factors. These range from adding keywords to your meta tags to bolding words and having social media signals and other websites link to your website.
The secrets of Google's algorithm are a much-debated topic; however, over 17 years, we can accurately surmise which are the most important in boosting each of your web pages' Google score and that of the website overall.
It takes time.
From internal and external links, to anchor text, schema and site architecture, it is a slow process that, when done correctly and in unison with excellent content and web design pays real dividends in traffic and conversions.
Typical time required: 10 hours a month on site, 5 hours off-site outsourcing backlinks.
5. Report, analyse and Repeat
As our clients gain traction they want more
Google is technology and technology is always changing. What ranked a website #1 last year might not work this year. Competitors are not asleep and new businesses enter the market.
SEO is about content, code, tweaking and improving. It is about analysing our conversion rates and looking for more and more traffic.
If you are interested in talking to Vanilla Circus, then please complete the form below, and we will get back to you with some ideas.
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- Start with a technical audit: fix code errors, typos and user journey issues so the site is crawlable, readable and credible for Google and patients.
- Content optimisation: expand core service pages, answer patient questions and target transactional terms to increase organic leads.
- Local pages: build location-specific landing pages for treatments within target radii, linked into top-level service pages to capture local patient traffic.
- Ongoing optimisation and reporting: implement on-page, link and architecture work, measure traffic and conversions, then iterate regularly to improve rankings and leads.