The document discusses the differences between search engine optimization (SEO) and search engine marketing (SEM). SEO involves optimizing a website to rank higher organically in search engine results without paying, while SEM involves paying for placement in search engine ads. The document provides statistics on internet and mobile usage and search behavior. It explains that both SEO and SEM techniques are important for attracting patients online and that professional help is recommended to implement effective strategies for each.

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Understanding SEO vs. SEM
Presented by: Laura J Nadler, Pride Institute
w w w . p r i d e i n s t i t u t e . c o m

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The Role of Online Marketing
Awareness
Search
Research
Buy

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74% of patients say having
anytime online access to
information makes them more
likely to stay with their doctor.
Build a sense of community and
brand identity. Give patients
something to talk about!
Research shows that when
patients search online:

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• 79% of American adults use the Internet.
(Internet User Demographics, Pew Internet, April 2016)
• 84% of consumers age 30 to 49 use the Internet.
(Internet User Demographics, Pew Internet, April 2016)
• Worldwide smartphone usage will top 2.6 billion in 2015.
(Mobility Report from Ericsson, June 10, 2015)
• 72% of Internet users looked online for health information within the last year.
(Health Online 2013, Pew Internet, January 2013)
• 34% of smartphone users do most of their online browsing on their phone, rather
than a computer or other device. (Cell Internet Use, Pew Internet, September 2013)
• In September 2013, Americans conducted 12.5 billion searches on Google.
(U.S. Search Engine Rankings, comScore, October 2013)
• Google has 71% of worldwide search engine market share. Yahoo! has 11.3%.
(U.S. Search Engine Rankings, comScore, October 2013)

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See Think Do
People who may need
your services soon
People who are researching
your types of services
People who want to
make an appointment
now
Who Are the People We Want to
Attract?
Care
People who have been to
see you already

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See
Think
Care
Do
Direct mail
BillboardsRadio
PrintTV
Where Does Traditional Marketing Fit?
Direct mail
Direct mail

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See
Think
Where Does Digital Marketing Fit?
Display
Online Video
Internet Radio
Reviews Social
DisplaySearch
DisplaySearch
DisplaySearch
Email
Email
Do
Care
Social

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Even if you participate in insurance, you must utilize
the web.
The Patient Path:
Insurance
Book
Five
Closest
Google Website

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Taking Charge of Your Online Presence
1. Search Engine Optimization
2. Search Engine Marketing

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1. Search Engine Optimization is the art
and science of making a website rank higher in
search engine results organically — without
paying Google for placement – but you will pay.

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• Search Engine Optimization techniques change frequently and it pays to
have experts to monitor and edit your website to keep up.
• Improve the volume or
quality of traffic to your
website from search engines
via “natural” or un-paid
“organic” methods.
• Make the search engine
“like” your website because
of its freshness, relevance,
originality and authority.
• Video, video, video!
Search Engine Optimization Do’s

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2. Search Engine Marketing is the business of
paying “per click” for placement in search engine
results, usually on an auction basis, based on
several criteria – not just money.

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But, Laura, I don’t click on the ads.
The Google Heat Map
85% of “buying” searches
click on the top 3 spots.
Most organic listings show
up “below the fold”.
Paid ad listings allow you to
customize your message.

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1. Share of Voice/Impression Share – How often will my ad show up in
searches? Expressed as a percentage
2. Ad Position – Where will my ad show on the page? “The top” and “high” are
not an answers.
3. Management fee – How much of what I pay you will actually go toward my
ad spend? This should be spelled out in your contact
4. Ad Copy – Can you customize my ad to respond to search terms? You
don’t want a generic “call for an appointment” message if someone searches
“what are veneers?”
5. Changes– How often will you make changes to my campaign? Will I be
charged? Who monitors this?
6. Do You Speak Dental?– If they also handle the pizza place up the street,
they may not be your guy.
6 Things to Ask Your
SEM PROVIDER

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Search Engine Marketing Do’s

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Search Engine Marketing Do’s

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The first step is attend Pride Institute’s Smart
Marketing Solutions seminar taught exclusively
by Laura J Nadler, Senior Marketing Specialist
and Trainer
To learn about this seminar or special pricing, call Pride
Institute at 1-800-925-2600 or visit www.prideinstitute.com.
Columbus, OH May 12, 2017
Boston, MA August 4, 2017
Los Angeles, CA December 1, 2017
Smart Marketing Solutions: A Dentist’s Guide to Thriving
in Today’s Modern Marketing Landscape

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