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Like a child in a candy store, all buggy-eyed with excitement, you’ve set up your website to display everything great about your dental expertise. As launch day approaches you drool with anticipation as you picture the phone ringing off the hook.

Ok, reality check. After a few weeks the phone is not ringing off the hook like you thought it would be. In checking Google Analytics you discover that a lot of people have clicked on your website but very few calls have come in. Even more disheartening is the cost of your PPC campaign. Lots of click-thru’s but your bounce rate looks like a super ball. Is that the way it’s always going to be?

Did you remember to use negative keywords? As you know, using the proper keywords in your website can help boost your rankings in local searches. You can even promote your more profitable services and drive high end patients your way. Unfortunately not using negative keywords can wreck your best efforts.

Negative keywords are simply terms that prevent your ads from showing up during certain searches. Let’s assume your practice is located in a large metropolitan area where suburbs or neighborhoods are fairly self-sufficient. People from one neighborhood do not frequent others for dental services. If the internet user searches “dentist, my city” you might show up in the listing. But because you are in the wrong neighborhood that person will never call you. In the meantime you’ve wasted a click-thru.

“Dentist” is a pretty broad term. “Your city” might be another. Narrowly define yourself for the traffic you want both in positive and negative keywords. Your website might get less traffic but it will be more targeted traffic, the kind that is more profitable.


Written by rcarroll