Your checklist for optimizing search terms:
We have covered this topic in some of the earlier posts but I thought I would touch on it again in a more practical approach. Many dental labs use their websites as a gallery, contact info, introduction to the lab tool and for many they all achieve this goal, put some content on it and some photo's and presto! And for the most part it does suffice when their current dentists forget the lab phone number or need an email address. For all the other dentists in your target market (remember that term it's very important) how are they supposed to find you if they don't know your lab name?
First we need to define our target market, do you service any dentist? Do you provide all possible dental lab products and services? Do the dentists know what services you provide? Do the dentists know what restoration they should be using? Do we target nation wide? State? City?
So you can see from defining your target market we can get a better idea of how dentists will try to find your lab.
For example (and I choose the 1-4 man technician lab due to the demographic of majority), if I run a small boutique lab that specializes in crown and bridge and I service 30 accounts in a small area with the potential to service 30 more in the same geographical area my search terms would be:
Dental, crown and bridge, restorations, implants, city, main intersection of 2 roads defining geographical location in built up commercial area where the main population of targeted dentists is located, dental laboratory and finally the name of your lab.
Each term is not targeted at what you think the dentist is going to type in to magically find you without knowing the name of your business, they are specifically targeted at what dentists or dental practice receptionists will be typing into search engines to find you e.g. crown and bridge dental lab near main and 2nd street.
Once you work out which search terms you are targeting (and they change all the time, don't ever think you have the magical final combination) where do you put them?
No.1 TITLE literally the html for this web page feature is Your lab name and search term here this is really important and really cheap to change.
No.2 Meta Tag - the description used by search engines to give you the little descriptive paragraph under the page description in a search results page.
No.3 Content - your content on your web page should be littered with these search terms, but it also still needs to make sense.
No.4 Links - try to include the search terms in the links as well, not as important as links also go toward your over all search score in a different way.
So now you know you need a benchmark - google your business, but don't use your business name. How did you find your lab? Now look at the other pages that rank higher than yours. Now use the search terms they use also to help you climb the rank. Now search your business again without using the business name and see where you came up on the list - the change in rank can take anywhere between 24 hours to a month. You should also have registered your website with google, yahoo and bing.
Not doing this is like buying an F150 and then using it as a family vehicle. Sure it works but you could be doing so much more! Hope these inspired some thought and possible change. If anyone has any specific challenges send them along and we can work on them together. I don't sell websites or SEO my specialty is in dental lab software so there's no sale pitch here, just trying to help those that don't necessarily know. Looking forward to your submissions!