Dental SEO – Content Writing

Since mankind’s appearance on this earth, they have practiced and improved upon the art of trapping. [Hey, before the advent of predictable farming and food preservation, people had to take what they could get. Hipster vegan restaurants weren’t around yet.] Hunting was one option to get their recommended daily serving of protein, but what about animals difficult to hunt? Humans learned to build clever traps to capture their targets, but they faced a serious issue. How does one get the animals into said traps?

Early man noticed that animals forage or hunt for the food they like. So our ancient friends figured out they can gather up this food and strategically place it to attract the animals to a desired location. They would set up what are called “bait trails,” which are exactly what they sound like. A trail of bait would catch the attention of nearby animals and lead them to the trap. The bait at the head of the bait trail would be out in the open and easy for an animal to access. After eating the first piece of bait, the animal would advance down the trail, eating the delicious morsels as they go. Finally, the last piece of tempting bait was skillfully placed in the trap. The animal would move in for the final serving of their free meal and SNAP! The trap would spring, and our ancestors would have a meal of their own.

This is content marketing (AKA inbound marketing). Obviously the end goal of your practice marketing is a little different than our trapper buddies, but the process is the same. We help you by creating a trail of valuable content that a potential patient wants to consume. For example, someone in your market might be actively searching for information about CPAP alternatives for sleep apnea. So we write website content about the convenience and effectiveness of new oral appliances. A consumer finds this bait trailhead while searching online and bites. Your page is informative, engaging, and exactly what the potential patient was looking for. [You just educated them and are earning their trust.] Your page mentions a few different sleep apnea topics which link to other pieces of content on your website. The potential patient follows the bait trail, consuming the information they are interested in. This whole time you are enticing them and leading them to a point where they find it easy to call and schedule. [You have established your authority and they trust you enough to call.]

We write content that CONVERTS | [embedSVG src=”/wp-content/uploads/2020/10/flask-solid.svg”]

Yes, it is important that the content on your website is technically accurate and represents your practice well. But some dentists forget that they are not trying to convince other dentists to visit their practice, but non-dentists. It’s critical to be engaging and convincing in your content so a potential patient will want to choose you. Come off as too clinical and potential patients may skip over you for the “fun” dentist they heard about down the street. We write in a friendly and conversational tone so consumers feel like they can relate to you. What’s more important, to look like a distinguished academic to other dentists, or to get your phone to ring? LUMN helps you with the latter.

We write unique content | [embedSVG src=”/wp-content/uploads/2020/10/crown-solid.svg”]

Unfortunately, way too many dental practice websites on the web are stuffed with duplicate content. (Duplicate content is text that was copied from another website and pasted directly to another.) This is a big no-no in the eyes of Google, et al. We often see this on websites that were created with a dental marketing company’s template, or when a dentist hires a marketing group that doesn’t know dentistry — so the group pilfers content from another dental practice’s site. When performing content research for a new client, It is not uncommon for us to find hundreds, or even 1,000+ other dental websites using the exact same copy.

We make sure to use the KEYWORDS people are looking for | [embedSVG src=”/wp-content/uploads/2020/10/key-solid.svg”]

A keyword is a specific search term that marketers try to attract more traffic for. For example, If you want to get found for “veneers” in your market, you may want to use keywords like “smile makeover,” “instant orthodontics,” “cosmetic dentistry,” and (of course) “veneers” in your content. Ideally, you produce enough quality content using the right keywords so that search engines deem your website relevant when someone in your market searches for those keywords. LUMN’s content writing service includes keyword research and building a plan to use those keywords in the content we produce for your practice.

We write and post regularly | [embedSVG src=”/wp-content/uploads/2020/10/history-solid.svg”]

We’ve worked with enough dentists to know that you’re smart. Really smart. Many dentists (and maybe even you!) are fantastic writers and could craft wonderfully written content. The rub is that then you wouldn’t be doing dentistry. You may be able to punch out a beautiful article for your website or a local publication that any potential patient would be impressed with. But can you — or would you want to — do that every month? Well, that’s what we bring to the table. We can consistently crank out great content for you so you can keep delivering quality dentistry to your patients.

We factor voice search into our writing | [embedSVG src=”/wp-content/uploads/2020/10/comment-dots-solid.svg”]

More and more web searches are being performed by digital assistants. “Hey, Siri! How long does Invisalign take to straighten teeth?” This new search trend is being increasingly factored into search engine algorithms. We take this into consideration when we write content for your practice. Wouldn’t you like for Siri to answer the above question with a pithy answer and a link to your website? While we can’t guarantee that will be the result, we can sure give you a good shot at it.