Nigel's talk at The Dentistry Show 2014

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Nigel's talk at The Dentistry Show 2014

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Nigel's talk at The Dentistry Show 2014

  1. 1. #1 on Google : How you can help
  2. 2. Nigel Reece Managing Director Dental Design
  3. 3. Nigel Reece • • • • MD Dental Design Blue Chip marketing Developed and launched Bupa DentalCover Dental Design in 2000
  4. 4. Dental Design • Manage and promote over 400 web sites • Average of 5 patients PER WEEK per practice • From £20 per month
  5. 5. Agenda • Different! • Thought provoking stories • Learning points • Some not new!
  6. 6. Topics • Twitter – How to listen • Design – Mastering the art of ‘nexting’ • PPC – How to lose lots of money! • Reputation – Horsegate! • Social Media - Control
  7. 7. 1 – What not to do! • Listen to: ‘#1 guaranteed ’
  8. 8. 1 – What not to do!
  9. 9. 1 - What not to do! • Set the scene
  10. 10. 1 - What not to do! • Set the scene
  11. 11. 1 - What not to do! • Not all:-
  12. 12. 1 - What not to do! • Hard work! o Re-mortage home o Work full time for bookings o Holiday spent ‘working’
  13. 13. 1 - What not to do! • Simon received a call
  14. 14. 1 - What not to do! • Offering o ‘Almost no deposit’! o No work o Guaranteed bookings o Minimum 15% return per year
  15. 15. 1 - What not to do!
  16. 16. 1 - What not to do! • Not so smug now! o 6 years on o Paid £100 000
  17. 17. 1 - What not to do! • This is what he’s got
  18. 18. 1 - What not to do!
  19. 19. 1 - What not to do! • Expensive attorney • Guarantees worthless • Plot sold!
  20. 20. 1 - What not to do! • Lessons o If it sounds too good to be true… o NO ONE can GUARANTEE #1 o Don’t rely on others!
  21. 21. 1 - What not to do! • Lessons o Not only not produce results o Can do damage:o Poor link exchanges – ‘Penguin’ o Spurious blogs – ‘Hummingbird’ o Hidden text – ‘for years!’ o ‘Spammy titles’; content – ‘for years!’
  22. 22. 2 – Online reputation • How many have you have booked a hotel online? • What site did you use?
  23. 23. 2 – Online reputation • Reviews
  24. 24. 2 – Online reputation • Worst
  25. 25. 2 – Online reputation • Rest
  26. 26. 2 – Online reputation • Patients will be reviewing you • Trip Advisor? • Google, Qype, Dentist Finder • Don’t hide
  27. 27. 2 – Online reputation • Be pro-active – ASK! • Google the best
  28. 28. 2 – Online reputation • Google Places
  29. 29. 2 – Online reputation • Google Places
  30. 30. 2 – Online reputation • Google Places
  31. 31. 2 – Online reputation • Google the best • Other review sites o Qype, o DentistFinder.net o Software of Excellence
  32. 32. 2 – Online reputation • DentistFinder.net o Register
  33. 33. 2 – Online reputation • DentistFinder.net o Reception send email
  34. 34. 2 – Online reputation • DentistFinder.net o email
  35. 35. 2 – Online reputation • DentistFinder.net o reviews
  36. 36. 4 – Protect your reputation • Negative reviews o Respond with prompt calm message o Propose meet/ call o Answer - where appropriate (late) o Report abusive/ slanderous
  37. 37. 2 – Online reputation
  38. 38. 2 – Online reputation • Ask every ‘happy patient’ • Incentives – NOT bribes • Discount for review? • But can’t stipulate GOOD review!
  39. 39. 2 – Online reputation • Engage with the audience • Respond with thanks
  40. 40. 2 – Online reputation • Reviews increasing in value
  41. 41. 3 – Links • Find where links should be • Then get them there
  42. 42. 3 – Links • Your suppliers o Denplan
  43. 43. 3 – Links • Your suppliers o Invisalign o Etc…
  44. 44. 3 – Links • Your patients o Companies o Personal o Blogs
  45. 45. 3 – Links • Partners • Friends • Acquaintances o Chamber of Commerce o Networking groups ie bank
  46. 46. 3 – Links • Directories o CAREFUL! o Dental specific
  47. 47. 3 – Links • Directories o Local
  48. 48. 3 – Links • Reciprocal links o Not a problem for a few o But NOT all! o Don’t request specific text (anchor text)
  49. 49. 3 – Links • Competitors o Higher ranking o Tools Majesticseo.com Opensiteexplorer.org
  50. 50. 4 – Content • Content IS KING!
  51. 51. 4 - Content • Site up to date o New team members o New qualifications/ courses o New developments o Special offers • Google loves regular updates
  52. 52. 4 - Content • Blogs • Social Media feeds
  53. 53. 4 - Content • Relevant o Know what user looking for o Google Adwords Keyword Planner o Ask team - reception
  54. 54. 4 - Content • Interesting o Write for audience o Careful of pictures!
  55. 55. 4 - Content
  56. 56. 4 - Content • Regular
  57. 57. 4 - Content • Regular • As often as possible! o Blog – monthly. o Facebook – couple of times a week o Twitter – every couple of hours!
  58. 58. 4 - Content • Regular • As often as possible! o Blog – monthly. o Facebook – couple of times a week o Twitter – every couple of hours! • Better to not do anything
  59. 59. 4 - Content • Stalking social conversation
  60. 60. 4 - Content • Stalking social conversation • Many benefits o Keep eye on conversations o See what treatments/ problems discussed
  61. 61. 4 - Content • Respond as expert o Careful! o Provide impartial advice o Don’t overtly sell
  62. 62. 4 - Content • See what is already ranking o Mimic searcher
  63. 63. 4 - Content • See what is already ranking o See what currently exists o What doesn’t currently exist o What format currently take
  64. 64. #1 – How you can help • Reviews • Links • Content • Social media • Blogs

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