What is PPC and SEO? How to decipher for your practice. - Outbound Practice

Empowering Private Practice Owners

What is PPC and SEO? How to decipher for your practice.

April 5, 2022

As a dental marketing agency, we understand that the world of digital marketing can be a confusing and sometimes confounding place for many dental practices. That’s why we’re here to bring some clarity to the world of SEO and PPC – two of the most popular digital marketing strategies. And just like all tools, they have some utility, but only when applied in the right situations.

First things first, let’s start with SEO, which stands for Search Engine Optimization.

SEO is like the detective work of digital marketing. The goal of SEO is to increase your website’s visibility in search engine results pages (SERPs), AKA Google, so people can easily find you when they’re looking for dental services online. Think of it as making your website a more appealing candidate for the search engines. SEO is all about making your website the best it can be, so it can rank higher in search results and attract more organic traffic.

Within SEO there are some subdivisions or different aspects of SEO that need to be considered and approached with their own strategy. On-page SEO focuses on optimizing the elements on your website, such as keywords, meta descriptions, and website structure. These are all important because search engines use these elements to understand what your website is about and how relevant it is to a user’s search query. So, if you want your website to show up at the top of search results for “best dental services in [your city],” you’ll want to make sure you have the right keywords and meta descriptions in place.

Off-page SEO, on the other hand, focuses on things outside of your website. This includes things like backlinks, social media signals, and brand mentions. Essentially, off-page SEO is all about building a good reputation for your website and making sure it’s seen as trustworthy and authoritative by search engines. So, if you want to improve your off-page SEO, you’ll want to focus on building relationships with other websites and creating high-quality content that people will want to share and link to.

Now, let’s move on to PPC, which stands for Pay-Per-Click.

PPC is like the quarterback of digital marketing. It’s a form of advertising where you pay a fee every time someone clicks on one of your ads. The goal of PPC is to drive traffic to your website and increase conversions. Think of it as a way to get your website in front of the right people, at the right time, with the right message.

PPC is all about targeting the right audience and making sure your ads are seen by people who are likely to be interested in your services. You can use PPC to target specific keywords, geographic locations, and even interests and behaviors. This makes it an incredibly effective way to reach new patients and grow your practice.

So, what’s the difference between SEO and PPC?

Well, SEO is all about earning traffic through organic search results, while PPC is all about paying for traffic through targeted ads. Both have their benefits and drawbacks, so the best approach will depend on your individual goals and needs.

Both can be powerful digital marketing strategies that can help you reach new patients and grow your dental practice. But with one major caveat. Understanding your market and the current competition. If there are many competitors or companies spending unlimited budgets around you, then you’re going to quickly see those marketing dollars dissipate with little to no results. Being strategic with each method in the right circumstances is what will ultimately get you a return on your investment. Contact us today to learn more about how we can help plan and evaluate your digital marketing goals to see if PPC or SEO is a fit for you.

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