Nigel's talk at The Dentistry Show 2014

1. #1 on Google :
How you can help

2. Nigel Reece
Managing Director
Dental Design

3. Nigel Reece
•
•
•
•
MD Dental Design
Blue Chip marketing
Developed and launched Bupa DentalCover
Dental Design in 2000

4. Dental Design
• Manage and promote over 400 web sites
• Average of 5 patients PER WEEK per practice
• From £20 per month

5. Agenda
• Different!
• Thought provoking stories
• Learning points
• Some not new!

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. 1 – What not to do!
• Listen to:
‘#1
guaranteed ’

8. 1 – What not to do!

9. 1 - What not to do!
• Set the scene

10. 1 - What not to do!
• Set the scene

11. 1 - What not to do!
• Not all:-

12. 1 - What not to do!
• Hard work!
o Re-mortage home
o Work full time for bookings
o Holiday spent ‘working’

13. 1 - What not to do!
• Simon received a call

14. 1 - What not to do!
• Offering
o ‘Almost no deposit’!
o No work
o Guaranteed bookings
o Minimum 15% return per year

15. 1 - What not to do!

16. 1 - What not to do!
• Not so smug now!
o 6 years on
o Paid £100 000

17. 1 - What not to do!
• This is what he’s got

18. 1 - What not to do!

19. 1 - What not to do!
• Expensive attorney
• Guarantees worthless
• Plot sold!

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. 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. 2 – Online reputation
• How many have you have booked a hotel
online?
• What site did you use?

23. 2 – Online reputation
• Reviews

24. 2 – Online reputation
• Worst

25. 2 – Online reputation
• Rest

26. 2 – Online reputation
• Patients will be reviewing you
• Trip Advisor?
• Google, Qype, Dentist Finder
• Don’t hide

27. 2 – Online reputation
• Be pro-active – ASK!
• Google the best

28. 2 – Online reputation
• Google Places

29. 2 – Online reputation
• Google Places

30. 2 – Online reputation
• Google Places

31. 2 – Online reputation
• Google the best
• Other review sites
o Qype,
o DentistFinder.net
o Software of Excellence

32. 2 – Online reputation
• DentistFinder.net
o Register

33. 2 – Online reputation
• DentistFinder.net
o Reception send email

34. 2 – Online reputation
• DentistFinder.net
o email

35. 2 – Online reputation
• DentistFinder.net
o reviews

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. 2 – Online reputation

38. 2 – Online reputation
• Ask every ‘happy patient’
• Incentives – NOT bribes
• Discount for review?
• But can’t stipulate GOOD review!

39. 2 – Online reputation
• Engage with the audience
• Respond with thanks

40. 2 – Online reputation
• Reviews increasing in value

41. 3 – Links
• Find where links should be
• Then get them there

42. 3 – Links
• Your suppliers
o Denplan

43. 3 – Links
• Your suppliers
o Invisalign
o Etc…

44. 3 – Links
• Your patients
o Companies
o Personal
o Blogs

45. 3 – Links
• Partners
• Friends
• Acquaintances
o Chamber of Commerce
o Networking groups ie bank

46. 3 – Links
• Directories
o CAREFUL!
o Dental specific

47. 3 – Links
• Directories
o Local

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. 3 – Links
• Competitors
o Higher ranking
o Tools
Majesticseo.com
Opensiteexplorer.org

50. 4 – Content
• Content IS KING!

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. 4 - Content
• Blogs
• Social Media feeds

53. 4 - Content
• Relevant
o Know what user looking for
o Google Adwords Keyword Planner
o Ask team - reception

54. 4 - Content
• Interesting
o Write for audience
o Careful of pictures!

55. 4 - Content

56. 4 - Content
• Regular

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. 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. 4 - Content
• Stalking social conversation

60. 4 - Content
• Stalking social conversation
• Many benefits
o Keep eye on conversations
o See what treatments/ problems discussed

61. 4 - Content
• Respond as expert
o Careful!
o Provide impartial advice
o Don’t overtly sell

62. 4 - Content
• See what is already ranking
o Mimic searcher

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. #1 – How you can help
• Reviews
• Links
• Content
• Social media
• Blogs