SEO For Dentists – The Checklist

SEO For Dentists – The Checklist

Listen to the audio-only version:

Watch the podcast here:

Chris Pistorius talks about the importance of SEO for a dental practice. Chris provides some great tips for dental practices that want to rank highly on Google and other influential search engines.

View Full Transcript

Creating a Local SEO Checklist

Do you have a dental practice with a great website but still struggle with bringing in local and organic traffic? Local businesses and national ones alike depend on good search engine rankings to thrive, and a sound checklist can help achieve that. To that end, our team recommends working with an expert to create and execute a local on-page SEO checklist for your website and business. 

Are you wondering why dentists need SEO? When you optimize your website for dental SEO, you may notice more significant search engine traffic, higher sales, more leads, and even overall business growth. Keep reading to learn more about building an SEO strategy. 

What Is dental SEO marketing?

SEO, or Search Engine Optimization, revolves around making your website as appealing as possible for both your patients and different search engines. The goal is to have your audience find your site easily through a Google or Bing search, a listing on Google My Business, and other locations on the web. 

It’s imperative for today’s business owners to learn about SEO and how to make the most of today’s SEO tools. If you want to know how to do dental SEO, the following are some of the most common on-page SEO basics you should know about as you work to optimize your website. 

Internal links are links to other pages on your own website. Not only do these links help the search crawlers recognize the validity of your site, but they help customers navigate between web pages as well.

Meta descriptions, or meta tags, are short descriptions that Google and other search engines show on results pages. These descriptions give your website visitors a brief look at the services you provide before they even visit your site. 

Search engine spiders or crawlers are small “robots” that engines use to evaluate and inspect different websites. The search engines index different pages with these spiders, using algorithms to help provide you with more accurate search outcomes. 

Exterior links are links on your website that connect to other sites. Link building with external links to high-quality sites can help boost your ranking factor, as well as increase customers’ trust in your site. 

The title tag is what your customers first see when they search for your site online. Title tags are short-and-sweet descriptions of your business that appear above the meta description. 

The Keyword Research Checklist for Search Engines

If you’ve ever dabbled in SEO before, you’re probably familiar with keywords already. However, SEO efforts neither start nor end with keywords and optimizing your website goes far beyond simply incorporating your target keyword a few times. If you want to improve your website’s SEO, you should add the following terms to your complete checklist.

Long-tail keywords are a different type of keyword that changes how people find your site. While they are a bit more challenging to learn and use, the payoff can be significant if you utilize them correctly. 

Keyword difficulty has to do with how hard it is to rank on a search with a given keyword. When customers search Google for a primary keyword with a very high monthly search volume, for example, your site may rank very low. However, it may be much easier to rank for a related keyword with a more manageable search volume. 

Target keywords and related keywords are the meat of your keyword strategy: they are what your prospective customers will search for as they look for your site. 

Consider using a keyword research tool to help identify the keywords that can help your website rank better, such as SurferSEO or Semrush.

What Should You Put on Your Complete SEO Checklist? 

Just as SEO can help bring more search traffic to your website, outdated SEO and inadequate on-page optimization can hurt your rankings as well. So, in addition to improving other aspects of your website, you should also check for other issues that may require fixing along the way. Of course, a reputable SEO agency can help you identify any problems with your site, but this on-page checklist can also help you get started. 

Duplicate content on your website can be a problem for multiple reasons. Not only will it rank worse in Google’s algorithms, but it can make it more difficult for your customers to navigate your website as well. 

Broken links can lower your direct ranking factor, and they can also frustrate customers who visit your site. Therefore, it’s critical to find broken links as quickly as possible and repair them to keep your site running smoothly. 

Site speed is a crucial part of the patient experience on your website. If your page speed is low, and a patient has to wait too long for it to load, the chances are that they will move on to another site. 

Category pages help structure information on your site and let patients navigate through pages more easily. For example, it’s easier for patients to find a specific blog post on your site by navigating to the “blog” category page first.

Technical SEO is a different type of SEO that deals with the deeper coding issues of your site – specifically, its infrastructure. Bad technical practices can result in crawl errors, a poorly structured data markup, or even a bad customer experience, so it’s essential to integrate a technical SEO checklist into your overall plan. 

An SEO plugin can be a handy tool for those who maintain a blog (such as WordPress users). Many of these tools will help you integrate SEO best practices and keywords into your posts as you write them. 

Using Your Toolkit: Google Search Console and Analytics, Bing Webmaster Tools, and More

Besides the terms we listed above, you can find many more executive-level tools out there that can give your practice a more significant edge. These tools can help you identify the exact steps you should take to help your site rank better, both for customers and for common search sites. 

Google Search Console is a great place to start improving your site’s search rankings. The tool works with your site’s infrastructure to help you identify different steps you can take, such as by submitting an XML sitemap.

Google’s Analytics feature is a suite of tools that helps you improve your site’s search rankings from a customer-centric perspective. Connect Google Analytics to your site using your Google Analytics account to make use of programs such as Google Tag Manager and Google Optimize.

Webmaster Tools is Bing’s version of a tool to help you rank better on Bing’s search results. To use it, create a Bing Webmaster Tools account and link it to your website. 

There are dozens of things for website owners to learn and hundreds of tools to utilize with the goal of bringing in new web traffic – so much, in fact, that it can feel incredibly overwhelming. If you are wondering how to market a dental clinic and need some help, consider contacting our specialized SEO management team. We can help you build your business’s online presence in new and meaningful ways.

SEO Visibility: 10 Quick SEO Tips to Boost Your Google Search Visibility

SEO Visibility: 10 Quick SEO Tips to Boost Your Google Search Visibility

SEO Visibility: 10 Quick SEO Tips to Boost Your Google Search Visibility

These days, dental practice owners find it harder than ever to organically make their way to the top of Google’s search engine rankings pages (SERPs), and for good reasons. First, it’s hard to become visible and get organic clicks when your company does not utilize features that Google’s algorithm looks for when its spiders crawl your website.

Statistics show that 75% of searchers never go past the first page of search engine results, so your SEO visibility and ranking are essential factors. Organic results in searches are those that occur naturally, unlike a paid search (also known as a PPC or pay-per-click system). If you’re looking to improve your organic ranking, you may find this article helpful.

What Is SEO Visibility? Use Google Search Console

If you’ve ever wondered why your dental site never shows up on the first page of Google search results, it’s probably because your SEO visibility is low. SEO visibility is a metric indicator of organic search results for an individual keyword, and it helps you determine how much more traffic you need to generate.

However, this concept is more than a measure of your site’s ranking for the right keywords. Visibility also tells where your pages stand against your competitors for these particular ranking keywords.

Google’s Search Console, a handy free tool for beginners, is an outstanding way to see your SEO visibility.

What SEO Visibility Score Should You Aim For?

Your SEO visibility score is based on how well your site ranks for a specific keyword. For example, if your site ranks within the top 30 for the same keyword, you’ll receive an SEO performance score.

Otherwise, your site will usually show up as a 0 on most visibility trackers. This is because very few people scroll past Page 3 on the search queries results after entering a keyword, which is why ranking at #30 is the bottom line.

If your business is trying to rank higher organically for specific keywords, measure yourself against your competitors’ rankings on the same keywords. This can give you a rough idea of your SEO visibility.

According to Moz, a search visibility score of 100% means that you rank at the top for all your keywords, whereas 0% means you don’t rank in the Top 50 on the SERPs.

For this reason, it is realistic to aim for 35-45% on a visibility metric for your keywords. Remember, SEO is an organic process that takes time and effort.

What Is Visibility for a Website?

Visibility for a website means that when users are looking for products or services that your business offers, they will see your pages when they search. The best way to increase your site’s visibility is to rank high on prominent search engines: Google, Yahoo, and Bing.

Tips to Increase Visibility

So now that we know why SEO visibility is so important to your pages let’s get into some easy tips you could apply to boost your site’s organic traffic and search visibility.

1.   Improve your Content

Before you embark on your SEO visibility journey, make sure that the content on your pages is rich. Next, perform keyword research for on-site optimization or use the Ahrefs Content Gap Tool to see where your content is lacking, then create new content in those areas.

2.   Page Speed Matters in Search Engine Rankings

When your pages aren’t loading quickly enough, users will close them within seconds. Google measures loading speed, so be sure to utilize tools to measure and help you improve it.

3.   It’s Far More Valuable Than You Think When You Build Links

Many people believe that building links between sites can downgrade their website’s SEO visibility. While that may be true of internal links between your own web pages, failure to create external links (as well as backlinks and guest posts) is one of the common mistakes of novice site owners.

However, your web page can actually start performing a lot better in the organic ranking positions with link-building to and from authoritative websites.

4.   Scope Out the Competition on Search Engines

Businesses need to know who they’re competing against and provide what their competitors lack. Use a free SERP checker to check out the links your competitors are missing out on, then compensate with your own.

5.   Social Media is the Way to Go

Though Google doesn’t officially rank based on social media platforms, social media has become an integral part of successful digital marketing and SEO strategies. For example, add those ‘Share’ buttons to your content to encourage people to repost your blog post or content.

6.   Informative Content Always Prevails

When you consistently have unique and fresh content on your site, you’ll notice huge differences in your site’s overall visibility. As you create content, remember to put your readers’ needs first. Valuable blog content and articles can help your audience make better-informed choices.

Make sure that your content is engaging, interactive, and relevant to your audience. Without the right content, you might as well forget the high search volume.

Don’t forget that your site’s images make up a significant portion of your content, so be sure to optimize your images, too (click here for Google Images’ best practices for SEO).

7.   Optimize the Meta Descriptions

A meta-description is what users first see when they find your business in search results. It’s like the sneak peek before the main show – so you need to make sure it’s compelling and enticing!

Use unique meta-descriptions for each page and include an accurate representation of your business. Be sure to refrain from duplicating content – not only will it get you in trouble with the bots, but it doesn’t look appealing to your audience, either!

8.   Nobody Likes a URL They Can’t Read

When you have long and winding URLs, users may not click on them – and tend to forget them. URLs need to be short because that’s what people remember – and where people go, search engine bots usually follow.

Use hyphens rather than underscores, avoid capital letters, use geographic and product or service keywords, and keep your URLs short to make them readable and increase your domain rating.

9.   Frequent Site Reviews Are Necessary

You have to regularly go through your site and figure out what’s still relevant and what’s not. Then, by reviewing all your pages, you end up with a consolidated and updated site that is relevant to the times and simpler for users to browse.

Don’t let your SEO efforts go to waste by ignoring regular content reviews and updates. Be sure to keep up with Google’s algorithm updates and stay current on general trends, as well.

Check your rank changes regularly and chart its average positions over a period of time. You should test each SEO keyword, along with other words, to determine the need to adjust keywords in your SEO strategy.

10. Use Web Analytics

Web Analytics does more than just help you figure out where your traffic comes from. Analytics can also let you leverage keyword rankings, trending pages, LSI keywords, featured snippets, organic user impression share, and so much more.

You’ll need proper tools to be able to see what’s going right and what’s not. Google Analytics and Search Console are definitely significant tools for you to start off with.

Make Your Website ‘All Devices Friendly’

With a majority of users relying on their smartphones for almost everything, you’ll need to make sure that your site works well on mobile devices. Make your site mobile-friendly to raise your SERPs.

At the end of the day, SEO visibility is crucial to driving organic traffic to your site. For businesses to succeed in this era of digitization, they must adapt quickly to changing trends.

If your dental practice is in need of help to boost your average position in search engine results, contact our team for a free consultation.


How Long Does It Take for Your Dental Website to Become a Top-Ranked Google Success?

How Long Does It Take for Your Dental Website to Become a Top-Ranked Google Success?

How Long Does It Take for Your Dental Website to Become a Top-Ranked SEO Success?

SEO (search engine optimization) is the process that website owners use to optimize their sites to rank their sites higher in search results for particular terms. This process leads to greater website visibility for a dental practice like yours.

Dental practices that implement SEO campaigns achieve a higher ranking for particular search terms, increase their web traffic and revenue, and boost brand awareness.

SEO is one of the best digital marketing strategies in use today. As searches for company sites wane, even local businesses need to land on the first page of the search engine results pages (SERPs). Focusing time and effort on your Google search ranking can pay dividends while growing your practice.

With such an effective tool at the ready, practice owners are anxious to see a return on their investment. They can’t understand why such a seemingly simple strategy requires so much time to produce higher Google rankings.

Factors That Influence Search Engine Rankings

SEO takes time. Your dental practice has to earn top ranking and search visibility. Several ranking factors influence how much time it takes to see results from an SEO campaign, including:


If your competitors are ahead of you in a particular ranking, try to analyze how they achieve their current ranking and what actions they take to sustain their visibility.  Your strategy needs to include consideration of the strategies of your competition.


Content continues to be one of the top-ranking factors for Google. It is vital to create compelling content that aligns with your target audience’s search intent.

At the same time, review existing content that ranks in local search results and try to improve upon it.

Quality content applies to more than just the written word. Google Image Search is an incredible resource to bring more visitors to your website. It stands to reason that users will search for visual content just as they search for written content.


Your content needs to target keywords from online searches to have a strong search engine ranking, which is where keyword research becomes vital to the SEO process.

It would help if you also were mindful of Google’s ranking factor in evaluating content. This requires current knowledge of Google’s algorithm updates and the commitment to staying on top of new developments in keyword ranking.

Looking at the Google ranking algorithm components, a target keyword or keyword phrase plays a vital role in the equation.

LSI keywords, or latent semantic indexing keywords, are terms that are related to the main search words and phrases. LSI keywords help Google show the most relevant results.

Be careful not to overload title tags with too many keywords. A concise title tag is more impactful and creates a better user experience.

Inbound and outbound links

In general, linking root domains with a smaller number of high-quality sites will be more beneficial than linking to several average pages from extraneous websites. Other websites linking to you bring you SEO favor, as well.

Link-building is a process by which other websites link to your site’s page or blog post in order to improve their Google ranking (and yours).

Remember that you must earn high-quality, relevant links and the credibility they bring you. Sites linking to one another without any clear correlation tend to perform poorly. The faster you earn quality links, the more quickly you will rank.

That said, if you follow Google’s guidelines for link-building strategies, your ranking should improve organically, and your site’s linking velocity should grow incrementally.

Be sure to relegate outbound connections judiciously and only to authority sites relevant to your niche.

With a solid strategy in place, most practices see the results of their SEO efforts in 4 to 12 months.

Technical SEO Considerations

You must resolve any technical issues on your website in order to see any improvement in Google’s ranking.  The most common SEO issues include:

  • Site speed
  • XML sitemaps
  • Structured data
  • Duplicate content
  • Crawling and indexing

When working with an existing domain, it’s helpful to examine the site’s search traffic and website visitors. You can do this by logging in to your Google Analytics account and accessing the acquisition channels report.

A technical SEO audit will reveal crawling or indexing issues. Others identify spammy links, unnatural links, and nofollow links. Be sure to disavow them using Google’s guidelines.

In addition, SEO tools such as Google Search Console will deliver a sense of past site performance.

On-page SEO refers to factors on your own website that you can optimize to match user intent, such as the underlying code and the content.

Create a meta description that includes your phrase to entice visitors. Google allows a maximum of 160 characters for meta descriptions, so they need to be short and distinctive from the other descriptions on your web pages.

Additionally, mobile use has become the norm. In fact, over 60% of users who search Google come from mobile devices. As a result, mobile-friendliness is an important SEO ranking factor.

How Search Engines Interpret Backlinks

Next to content, backlinks are one of Google’s top 3 factors in SEO ranking. Backlinks are a sign of approval between two websites and indicate popularity and trust among users. They can significantly boost your practice’s ranking.

It takes time to establish quality backlinks. However, they are worth the time and effort, as high-quality links from other sites have the power to energize your rankings.

You should also include internal links, which will direct traffic to other pages on your own site.

How Long Does It Take To Be A Top SEO Website?

Considering the number of working components necessary for an effective SEO campaign, it is understandable that it will take some time before you see an increase in organic traffic and revenue growth from SEO.

There is no one size fits all timeframe that applies to every dental website. The amount of time necessary depends on your competition, the keywords you want to rank for, and the ease and speed at which Google can index your web content.

Be prepared for a lag time of between  4 and 6 months before you see more traffic as a result of SEO.

Contact Us for SEO Marketing Help!

Our team’s collective experience and expertise have made us one of the most respected and sought-after agencies for dentists.

We pride ourselves in creating a collaborative working relationship and help you grow your business online. We look forward to hearing from you!


Interview With John Jantsch

I was recently interviewed by John Jantsch, author of Duct Tape Marketing on why it’s important for dentists to have a unique selling proposition.

John Jantsch: Hello, and welcome to another episode of the Consulting Smart podcast. This is John Jantsch with Duct Tape Marketing, and my guest today is Chris Pistorius with Kickstart Dental in Denver, Colorado, or the suburb of Denver, at least. Chris, thanks for joining us.

Chris Pistorius: Thanks so much for having me, John. It’s a pleasure.

John Jantsch: Now, you have another business as well as Kickstart, so tell us about that as well, and then we’ll kind of, as we’re going here you can kind of round out which business you’re answering for.

Chris Pistorius: Well, kind of both, but yeah. Obviously Kickstart specializes in dentistry, so we help dentists grow their practices, but at the other side of our business and our other agency is called Ifuse, I-F-U-S-E, Internet Marketing, and that’s where we really specialize in helping the service-based businesses, like contractors and attorneys, and eye doctors, and everything else that needs some marketing help.

John Jantsch: So how did you get into the world of online marketing?

Chris Pistorius: Yeah, you know I’ve just been doing it long enough, I guess. I’ve been in local online marketing for a little over 15 years now. I used to work, back in the day when internet advertising was new, I used to work for AOL Time Warner, and I was actually a sales rep for them, but locally focused. We would go hit local-based businesses, but at the time, all we really had to sell were banner ads on AOL. So it was quite an exciting time and a lot of growth there. Then I moved on. I stayed in the business and I moved onto a couple of other digital agencies out in LA and then here in Denver. Most recently, before I started my businesses in 2009, I worked for a large media company called Dex Media. They’re really known for the phone book, obviously, but my business partner and I actually ran the digital side of that business, when they decided to get into the digital side of the business. So we ran online advertising for local companies. We ran the whole product for most of the west coast of the United States. In doing that, I saw a huge need in … you know, we’d go see these small and medium sized business owners, and they were just confused about where should I spend my dollars? What’s going to work the best for me? I don’t have a ton of money to test to see what’s going to work and what’s not. So we decided to create this business, Ifuse, to really try to bridge that gap and help small and medium sized business owners kind of untangle the web and figure out what’s going to be the best play for them.

John Jantsch: It’s so funny. There’s an army of consultants like yourself that worked for YP, or Dex or somebody like that, and so they got a taste of the online marketing and working with small businesses, but a lot of the times, they realized, we don’t have a really good product that we’re selling to these folks.

Chris Pistorius: Yeah, exactly right. Sometimes it was more about the company needed to sell versus what was right fit for the company we’re selling to. That was disappointing to me, and unfortunately I learned a lot about not to do, but I also learned about what works for small businesses, too.

John Jantsch: Yeah, and that’s what I mean, I think a lot of those folks then said, “Hey, I could do a lot.” This is a need and this is an exciting field. I’m going to go out and do it myself the right way. What was the hardest thing about starting your own business?

Chris Pistorius: Honestly, you know they say you’re supposed to do it when you’re single and you’re young. You know, if it fails, it fails, you can go figure something else out. I decided to do it when I was in my, I guess, mid-thirties, and I had a couple of kids and married and mortgage and all that and I had a pretty nice job that I left to start this with zero revenue, so I guess that was probably the hardest thing, just to jump and do it and try to grow the business as fast as possible so I could keep up with my personal expenses, too.

John Jantsch: I had a similar story. I think I had four children at the time I started my business. When you’re sitting across from one of these law firms or doctors and maybe they’re considering a couple people and they say, “Why you? Why should we hire you?” Do you feel like you have a good point of differentiation?

Chris Pistorius: Yeah, you know I think … I got a lot of this actually from the stuff that you’ve written. I based a lot of my early company off that, actually. We really thought long and hard about … even 10 years ago this business was starting to become a bit of a commodity, and I think it’s even more so now, so it’s more important than ever to have that USP, or your unique selling proposition. What does make you different from everybody else that’s offering the same type of services? We really came up with some unique ways to tackle this business. For instance, we don’t do contracts. Everything with us is month to month. We feel as though, if we’re not pulling our weight, then there’s no reason really that we need to lock anybody into an agreement, obviously with the expectation that marketing takes a little bit of time and there’s a lot of build up between that. We also only work with one industry per market, if that makes sense. If we have a plumber in Denver, for instance, that’s the only plumber we’re going to work with in Denver. Otherwise, we believe that’s a conflict of interest. So we’re not going to take on a bunch of their competitions. Things like that, as well as we do offer a money back guarantee, if within the first month, the client doesn’t feel as though things are going well. Again, there aren’t going to be tremendous results in that first 30 days, but if they don’t like the communication that’s going on, if we’re not doing what we said we were going to do in those first 30 days, we’ll actually give them 125% back of that first month. Just unique things like that. Obviously, quality of work. We do everything in house. We don’t ship stuff overseas. We’re a smaller, boutique agency, but our processes are so fine-tuned that we can do a lot of work and still be able to do it by hand without automation. Which obviously, as you know, just makes the quality that much better.

John Jantsch: You bet. What’s been your best way to win business? Not necessarily win business, but how do you get in front of people? What’s been your best way to get leads and get attention?

Chris Pistorius: A couple of different ways. There’s no magic bullet, I’ve found to this. It’s not like you’re going to find this magic bullet and all of a sudden you’re going to have a hundred brand new customers at your door every day. We’ve tried a lot of things. Currently, what’s working well for us are inbound marketing efforts. Writing content. Giving things away for free. Doing outbound marketing to create an inbound response, sort of, I guess. We’ve found a lot of stuff from that, from going to our website and downloading a free report. I wrote a book a couple of years ago. That’s done well for us, and we give that away free on our website. Things like that, we also have some outbound, we have a couple of outbound lead-generators that are helping us drive up some business. And on the Kickstart Dental side, anybody that’s listening that’s ever tried to sell to a dentist knows that it’s probably one of the hardest industries to crack into, just because the gatekeepers are so well-guarded. We’ve actually done well locally sending people out door to door if you will dropping off what we call lumpy mail, addressed to the office manager or the doctor. And that’s creating an inbound response, so we do that in a few markets as well.

John Jantsch: Awesome. And it’s music to my ears to hear you talk about lumpy mail.

Chris Pistorius: It’s an old concept, huh?

John Jantsch: I asked you what was the hardest thing about it. What’s your favorite thing about what you do?

Chris Pistorius: You know, it’s funny because when I was in corporate America, it was secure, or definitely secure as it could be, I guess, and it was consistent. You knew what was going on. But it was hard for me there, especially at the end, to get out of bed and be really excited about going to work. And for me, that was a problem. I think the best thing about this is that I can kind of guide my own company the way I want to, and I’m excited to get out of bed every morning and go figure out what’s going to happen today, we just never know for sure. Things change on a dime in this industry, and especially with young companies that are growing, so it’s very exciting.

John Jantsch: How do you keep up on what’s going on, what’s changing? What are some of your favorite sites, books, resources for that?

Chris Pistorius: That’s a great one. I’ve got a few. Obviously, the big ones are like Search Engine Land, stuff like that. Moz is a big one for us with SEO. What is that one … Local Search Forum, we’re a member of, is great. UpCity also publishes some good content about what’s going on. I’m a part of a couple of different Facebook groups that have agencies like mine and we talk about ideas and things. A couple of different mastermind groups, if you will. It’s really a combination of those things just to try to keep up with what’s going on in the industry.

John Jantsch: What about tools? What are some of your favorite tools that you like for, maybe for running your business or doing the work for your clients?

Chris Pistorius: Again, that’s a long list too, but some of the top ones I would have to say … UpCity keeps us on track in terms of SEO. They kind of make that machine for you so that you can plug in and employ and give them a little training and they should be able to do their jobs pretty efficiently on SEO. We’ve been using a lot of the Google AdWords Planner recently. I think they’ve made enough changes to it now that it really helps us as sales tool. We can go into a plumber and say, “Look, ABC Plumber, there’s 1400 related searches that happen in your industry in your market every month just on Google. Right now, you’re invisible to those people. You’re not interviewing for those jobs. What we’re going to do is get you visible. Get you interviewing for those jobs and help you get found and chosen.” So that’s a really good tool to build urgency and to build your market demand when you’re talking to new clients. Those are probably my two favorite right now.

John Jantsch: There are a lot of tools out there that show people how bad off they are. I think sometimes that kind of scare tactic helps a little work. I think, really, it’s a very legitimate practice, because what you’re really showing people is where they have gaps and I think helping them understand priorities. Because I think when people just look at, a lot of small businesses just look at their online presence, it’s just like this big ball of soup, and somebody’s gotta show them, “Well, we need to add this and we need to add this and we need to add this,” so it’s good soup.

Chris Pistorius: I totally agree.

John Jantsch: How can people find out more about … I know you’ve got a couple of places you might want to send people, so where can people find out more about what you do?

Chris Pistorius: I think our website’s going to be the best, or at least I hope it is. That’s what we do for a living, so I would hope it’s good enough to inform people. Ifuse is just I-f-u-s-e-I-m as in, so, and then Those are our two sites of our two different agencies.

John Jantsch: Thanks for taking the time to share a little bit about your practice. This is always fun for me, and I’m a big fan of Denver, I get out there to the mountains at least a couple times a year. Maybe we’ll run into on one of those.

Chris Pistorius: Okay. Thank you.

The Local SEO Tools That I Use & Recommend

Not every dentist has a budget to hire an SEO agency to do their SEO work, so we try to help some dentists do their own. I thought it would be helpful to show you a list of the tools that we use in our everyday work, so that it may help you DIY SEO guys…

Ahrefs – This tool will tell you what sites link back to your website, but it also will show you what backlinks your competitors have. There is a monthly charge for this tool, but it’s the best backlink tool out there in my opinion.

CrazyEgg – This is a cool tool! It will actually generate a heat map of of exactly where your website visitors click and scroll. You can see what parts of your site are being used the most and then beef up your content and call to action on those pages. This is about $10 per month.

Google’s Mobile Friendly Test – This makes sure your site is mobile friendly, a ranking factor for Google now. (free)

Google’s Page Speed Test – This makes sure your site is fast enough, another ranking factor for Google! (free)

Moz Local – It will do a scan (for free) and give you a rough picture of what major local directories you are listed in, and if your information is correct. There is also a paid version of this that we use to help clean up directory listings.

Copyscape – This checks to see if the content on your website is unique or not. (there is a free version and paid)

Rev – If you do videos or podcasts, this can be quite helpful. For a fee Rev will transcribe your audio or video into text, this can be great if you need more content on your website.

Google Analytics – You probably already know this one, but it’s a great free tool for tracking how many visitors are coming to your site, where they came from and other key analytics.

Pixlr – This tool lets you edit and resize images for free.

LeadPages – If you are looking to build a landing page, this paid service is very good – it is a drag/drop builder.

Google My Business Insights – You can log into your GMB profile and see all kinds of great stats like how many time your profile showed up in a search, how many calls you received (from a mobile device), how many clicked for driving directions, etc.

There are many more, but this should get you started!

Interview With Dr. Jeff Anzalone

Listen to my recent interview with Jeff Anzalone, DDS, where he asks me questions regarding what is plaguing dentists in terms of marketing.

Jeff Anzalone: Hey guys. Welcome to this month’s call. I’m your host, Dr. Jeff Anzalone. I’ve got a, I think, a good gem of a person to speak with today that’s going to help a lot of us out there that are struggling with patients. Probably out of all the dental practices and dentists and specialists I speak with on a monthly basis, [00:00:30] probably the number one problem is we need more patients. Really the same is true in any business. They’re always looking for new customers, new clients. Any health care provider, they like more new patients. I’ve got on the call with us today Mr. Chris Pistorius. I hope I said that right, Chris.

Chris Pistorius: Yeah, you got it.

Jeff Anzalone: Thank you for taking time out today. Actually, Chris is the [00:01:00] founder and CEO of a company called KickStart Dental Marketing. He’s spent the last 15 years in working with and helping other dental practices do what we just talked about, get more new patients. Specifically for Chris, he works with acquiring them from a source that is so important to people now and that’s online. There’s so many people now that make their decisions and base their [00:01:30] choices on what’s being said online, looking at what other people are saying about them, reviews, et cetera. Just like before you go to a new restaurant or when you’re in a new town and you want a new restaurant or new store or something like that or Amazon, what’s the biggest buying decision on Amazon now when you search for something and it lists hundreds of different choices, most of the time you look [00:02:00] at other people’s reviews. What have other people said about them and that helps make the choice. We’ll get into that today with Chris because he can help out a lot with that. He’s worked with companies such as AOL Time Warner, MapQuest, SpotRunner, and also Dex One, and he’s worked with companies like Google, which I’m sure most of you have heard of Google, Yahoo, Bing, Yelp, and many others. [00:02:30] He holds several Google and Yahoo certifications and was actually trained, this is pretty cool, by Google directly at their corporate headquarters on how dental practices can get the most out of online marketing efforts. He’s an author, of course, The Ultimate Guide to Internet Marking for Dentists. Again, Chris, welcome to the call. Thanks for taking your time today.

Chris Pistorius: Jeff, thanks so much for having me. I appreciate [00:03:00] being part of the program.

Jeff Anzalone: As I mentioned a little bit earlier before the call, I was telling you I originally found you and your company on a site called Dentaltown, which I’m sure many of our listeners are familiar with. Tell us a little bit about what you’re seeing as far as what a lot of the dentists are having issues with that you’re working with now. [00:03:30] What are some of their problems that you’re seeing?

Chris Pistorius: I think, you know, based on my experience over the last few years, there has been a constant need for patients. New patients, I should say. A lot of companies out there talk about, we’ll bring you new patients, we’ll bring you new patients. There’s a lot of different ways to do that. What I’m finding from a lot of dental practices is that they don’t want just new patients, they want [00:04:00] patients that are going to be loyal to them, they’re going to come back. Not everybody’s going to come back, certainly, but they want as many as possible that can. Some practices accept some types of insurance, of course, and some practices don’t even deal with insurance. Everybody’s a little bit different about what specifically they want, but they do want that good loyal patient base. What we try to do is create programs around and we customize each program [00:04:30] based on that particular dentist’s need. How do we create and how do we target these people that are specifically within their wheelhouse that have the procedures needed that they want to get done and that can build some loyalty so they’re not just shopping for the next great free teeth whitening. One media outlet that we’ve found that has been pretty detrimental to dentists, for instance, is Groupon. Anybody listening to this is probably [00:05:00] cringing a little bit right now because of the word Groupon. What we found with them, while it’s an incredibly great marketing idea on how to bring new patients in, the problem that we found with companies like Groupon is that there’s no loyalty there. These people are just coming in for the free toothbrush, the Sonicare toothbrush, or the free teeth whitening, maybe, and then they’re off to the next great deal. They’re not really coming back for those follow up procedures. Probably the biggest need that we see out there is [00:05:30] the need for new patients, but also the good quality patients that are going to be loyal.

Jeff Anzalone: Excellent. Are you having … Most of the dentists that you work with, are they coming to you and it’s more generic like, hey, Chris, we need more new patients or are they coming to you specifically looking for a type of patient, like, hey, you know, we’d like to see more dental implant patients or we’d like to do more orthodontics or whitening or [00:06:00] cosmetics?

Chris Pistorius: Right. It’s kind of split, but when we do a kind of qualified interview with the practice and we start driving into questions like, “What procedures do you like to do?” Honestly, we talk about profit centers too, you know. What kind of procedures are you making good profits off of? What do you enjoy doing? What kind of cases do you want to see? While we do that kind of fact finding is when the dentist [00:06:30] just kind of generally comes to us and says, we need more patients. All of a sudden, that conversation does turn into, well, you know what, we are looking for this specific kind of case and more of those. We do have plenty of dentists that come to us and say, we have a specific need that we need to fill. Others kind of start generic, but our interview process kind of gets them to really target a more specific audience. When we target a more specific audience, [00:07:00] it makes it much easier to market and it makes it more cost-effective, rather than just blasting a message out to everybody and hoping that somebody’s in need. We can target specific people that may better fit into their demographic.

Jeff Anzalone: Sure, that makes sense. From your experience, what do you see as the most common mistake that dentists are making regarding their marketing or their marketing strategy?

Chris Pistorius: There’s a couple, [00:07:30] but I think one of the biggest ones out there is probably not paying attention. The reason that happens, there’s a couple of reasons, but dentists are busy. They’re running a dental practice. They typically have multiple employees they manage and they’re doing what they love and that’s working with patients. What happens sometimes is that they may sign up for a marketing program and they kind of put their credit card on autobill and this company may be doing great things or they may not be doing anything. [00:08:00] A dentist doesn’t always have enough time to really know what’s effective, what is working. One of the questions we always have is, okay, what kind of marketing are you doing now? Then we always ask what’s working the best? And there’s kind of a long pause there, because nobody’s really for sure. Probably, I think the biggest mistake, and I understand why they do it, is sometimes they throw money against the wall and hope something’s working versus really understanding the analytics and knowing kind of at the end of the month what [00:08:30] is working, what isn’t, and are they even making money off of what their investment is.

Jeff Anzalone: Yeah, that’s a good point because when I talk to some of my coaching clients and I’ll talk with them about ROI on this particular campaign or we’re running a weekly newspaper ad or we’re doing something in a magazine, we’ve done that for awhile. I’ll ask them, okay, how’s that working for you? I don’t [00:09:00] know. Aren’t you doing any type of tracking or do you do anything like that? How do you know you’re getting calls or emails from them? Well, we really don’t. I think you’re right. If you’re going start anything, you need to make sure that you know that it’s working because if it’s not working, you don’t want to continue throwing money at it, right?

Chris Pistorius: Yep, absolutely. That works the other way, too. We try to do the best we possibly [00:09:30] can when we do a campaign to be transparent. I think that’s important of any marketing company that anybody hires and probably any service based company is are you really getting to see what the company is doing for you specifically? What are you writing that check for? What are they doing every month and then what are they going to start doing the next month? I think probably the biggest piece of advice I would give is just make sure that whatever company you partner with, they are transparent in what’s going on, they are providing you with results, and they are talking about [00:10:00] not only the good stuff that’s going on but are they telling you the bad stuff too. No marketing campaign always goes perfectly. There’s always things that can be done better. If they’re not telling you, for instance, what can be worked on, then you’re not getting the full story. I think certainly those are some things to look out for.

Jeff Anzalone: For the dentists out there that either they are struggling with getting patients from [00:10:30] the internet, getting patients online, or the dentists out there that’s maybe looking to start acquiring patients online, what tips would you give those dentists?

Chris Pistorius: We talk a lot about in our company visibility, online visibility to be more specific. It’s not like it used to be 20 years ago, heck, even 10 to 15 years ago. It used to be a dental practice could put an ad in the yellow pages, a pretty substantial [00:11:00] ad, maybe do some direct marketing like postcard stuff, and for the most part, that worked pretty well. It was simple and you could track it fairly easily and everything was good. All of a sudden, here comes the internet and now there’s a thousand different places that you can promote yourself online. You could easily spend $10,000 a month if you had the budget. I think it’s important to be educated on what is going to work the best for you in terms of visibility online. Think of it as [00:11:30] I’m a potential new patient for a dentist and I move to your city or town and I’m looking for a new dentist. Think about it. Put yourself in their shoes. What are they going to use to find their next new dentist? You know, you mentioned this earlier, it’s going to be Google, typically. They’re not using the phone book as much as they used to. They’re not going to drive around town and look at billboards to find their next dentist. They may see a dental ad in a newspaper, but that’s not really their biggest trigger mechanism. They’re not going to go find [00:12:00] a newspaper just to find a dental ad. They’re going to go on Google and they’re going to do searches and they’re going to do a dentist and whatever your city is, cosmetic dentist and whatever your city is. A lot of them now are putting “dentists near me” as their keywords. This one really gets me going, but they’re putting “best dentist” in whatever city and they’re assuming that the dentists that show up on that first page are the best dentists out there. We clearly [00:12:30] know that that has no correlation, just because they’re on the first page of Google, that they’re the best dentist for them, but they’re assuming that. You have to think about how can I get in front of these people, but it’s not as simple as it used to be 15 years ago where you just buy the biggest ad and you’re there. There’s a lot of different factors that go into that and that’s where companies like mine would be able to help out. I think probably the visibility online is obviously huge, but the other thing is your website. [00:13:00] The website should be the hub of all of your marketing activity, not just online, but offline too. If you do postcards or if you do a billboard or if you do yellow pages, those people are still going to funnel into your website. They’re going to look you up before they ever pick up the phone and call, so that website that you have has to be great, not just good. It has to be able to convert people that come to it and make them want to pick up the phone or take the next step and action in contacting you.

Jeff Anzalone: [00:13:30] Since you talked a little bit about websites, I’m sure most dentists, hopefully most dentists that are listening to this now have a website. What are some key things that you recommend are on a website to do that, to convert people to make it user friendly for the prospective patient?

Chris Pistorius: In my opinion, it’s a strong call to action and not just on the home page but every page of your website. We talk [00:14:00] in our interview process with new clients, we talk about the USP, unique selling proposition. We ask, what is your unique selling proposition? Why are you different from the 25 other dentists within a 20 mile radius of your practice? A lot of times we get that long pause again or they say, we have the best customer service. Everybody says that. We have to dig in with the practice and find out what is it specifically that makes you different and it has to be a really big overwhelming thing. [00:14:30] We help dentists find that. Once we find that unique selling proposition, everything else kind of falls into place on the website. That becomes our strong to action. Sometimes it’s specials. Sometimes it’s a free teeth whitening special or it’s a free exam or a discounted exam. Again, being very careful not to fall into that Groupon bucket. That big strong call to action is really what’s going to make people want to take that next step and fill out a form or pick up the phone and call. You have [00:15:00] to think about it. When they find you online, they typically have a list of dentists that they’re going through. They find you and you want them to stop that search right then and take action and not go to the next dentist on the list. That’s what we’re really looking for in call to action and a strong website.

Jeff Anzalone: For the people who don’t have a clue what unique selling proposition is, can you do two things? Can you kind of walk us through how you [00:15:30] recommend a practice that doesn’t have one how they come up with one? Number two, can you give us maybe some examples of some to kind of get them going? Most of the time, it’s oh well, we treat patients good or we answer the phone good or we have this type of technology or whatever. That doesn’t sound like that’s what you’re looking for, right?

Chris Pistorius: No, because everybody does that. Everybody’s going to say that. Again, if you put [00:16:00] yourself into the shoes of the consumer, they’re seeing that everywhere. They want to see something that just stands out, makes you a little bit unique from the others. I think probably a couple of examples of that, we had one recently that we kind of thought hard about this. It’s unique because he went to actually the dental school at Harvard, so we thought about that and we’re like, how can we spin that on the website and really on the other marketing stuff [00:16:30] to make him sound unique but not sound pompous, like, “I went to Harvard.” It’s great education, obviously, and it’s a great name to have behind you. We were able to tailor that into that unique selling proposition. He had a little bit of a unique education. Another thing that you can do is talk about specific cases and talk about, as your unique selling proposition as, look, we took this person who [00:17:00] didn’t ever want to smile because they were so embarrassed from their smile to this extremely great looking cosmetic smile that everybody would love to have. If you can visualize that on a website and make that look what we’ve done, surprisingly enough not all dentists do that. Many dentists I’ve found are humble and they don’t really want to make themselves unique sometimes. Those [00:17:30] are a couple examples of how you can do it, but there’s limitless ways. For instance, we had another practice that he spent, I believe, 15 years in the military and he was a dentist in the military. That’s a great story and he had great stories behind that. We used that as his unique selling proposition. Anything that makes you stand out and just look different from the crowd. Sometimes it can be as simple as … Some dental websites will just use stock images [00:18:00] everywhere and it’s obvious that it’s stock images. It’s easy to do. That’s why people do it, but people buy from people and if you can personalize your website as much as possible with actual pictures of your staff, of your practice, everything. We really encourage our dentists to talk about their unique selling proposition in a video, just like a short welcome video. It doesn’t have to be where you have a professional come out and you spend a couple of thousand dollars to have this [00:18:30] done. Literally, if you have a decent camera, even an iPhone video camera is good enough. You just do a little interview, have some notes, and talk about your past and what makes you a little bit different. That can really tackle that problem as well.

Jeff Anzalone: Excellent. One of most popular USPs for people that don’t really know what we’re talking about is you’ve probably heard of Tom Monaghan and Domino’s [00:19:00] Pizza. They were doing well for awhile and they started to decline. Then they came up with probably one of the most famous USPs and it just completely turned them around. It’s fresh, hot pizza delivered to your door in 30 minutes or less or it’s free. Now, you see a lot of the pizza places, they do stuff like that. When they first launched that, it was just mind-boggling, especially [00:19:30] for the college kids and stuff that they go out until 1 or 2 in the morning a lot of times and they’re starving. Man, we can get this in 30 minutes or less or it’s free, shoot, I’m all for that. That’s just one example of a classic USP that if you can come up with something big like that, you’re the real deal.

Chris Pistorius: Yeah, and I strongly recommend … There’s a book out there that really talks [00:20:00] strongly about this. I’m sure, Jeff, you’ve heard of it. It’s Duct Tape Marketing. They talk a lot about the unique selling proposition and how to really position yourself. It’s not just about dentists in that book, but it’s a great read. It’s basic marketing, but it gives you some really good ideas. I would strongly recommend anybody that’s interested in that, read that book Duct Tape Marketing.

Jeff Anzalone: Another one is book. It’s an older book, but the guy’s put out several good books. I [00:20:30] believe it’s just called Positioning by Jack Trout, actually like trout the fish. T-R-O-U-T. He gives some classic examples of companies, one of them’s Domino’s and then some other ones too to kind of help get your wheels going, to kind of think about it. One of the things that he talks about is there’s typically a [00:21:00] company or business that dominates a market in every area. Right now, you can probably think about who is the go to guy or go to practice in my area that’s like the top cosmetic dentist, if you want to be the best cosmetic dentist. He talks about it’s very, very difficult to knock off the top dog. Instead of trying to knock [00:21:30] off the top dog, do something a little bit different. I don’t remember the exact one, but it was one of the older cold remedies. I think it was maybe Contac or Dristan or something like that. Instead of knocking off Tylenol or whatever the top cold remedy of that time, they kind of marketed themselves as the [00:22:00] only daytime cold remedy or something that had like a little twist to it. It was pretty neat to kind of see how they worked through that. That’s a book that may be worth reading for the listeners as well.

Chris Pistorius: Yeah, I agree.

Jeff Anzalone: I know one of the big fads now in literally any dental magazine or any meeting that you go to, the big thing now is AdWords, [00:22:30] pay-per-click. Tell us a little bit about your thoughts on that. Are you doing much of that? What you’re recommending with this that may want to start with doing … Some dentists on the call don’t even know what that is, so maybe kind of give a brief overview of it, how it works, and what you recommend.

Chris Pistorius: I certainly wouldn’t know what it was if I was a dentist because digital marketing is confusing. People call things different … The terminology is different, [00:23:00] so I totally understand that. Google AdWords is the paid ad section of Google. Basically, there’s three or four ads at the very top of every search that you do and there’s typically three ads at the bottom of the search that you do. It’s complex on how the ads show up there. You would think that it’s, and it used to be … When this first came out, it was basically an auction. Whoever wanted to spend the most money per click, so basically how this works is that Google puts [00:23:30] their ads out there. You create the ad and Google puts it out there for you. Then every time somebody clicks on the ad, that costs you money. The cost is based on how much competition there is and there’s a lot of different factors to it. For instance, I’m here in Denver, Colorado. Right now, if you’re advertising in Denver on Google AdWords and you’re, say, a cosmetic dentist. You’re bidding on keywords essentially. If you wanted the phrase, “cosmetic dentist in Denver,” and that’s the keyword you’re bidding on, [00:24:00] you’re going to pay upwards of $20 every time somebody clicks on that ad. Whereas if you’re in a smaller market and there’s not as much competition, you may only be paying $5 to $10 for every time that somebody clicks the ad. I want to go over kind of the pros and cons of Google AdWords. The pros are that you only pay when somebody actually clicks on your ad. That’s great and then that person’s typically directed to your website or a specific landing page, preferably about whatever your ad is. [00:24:30] For instance, if you are doing a cosmetic dentist ad, when somebody clicks on that ad, you don’t want to send them just to the homepage of your website, you want to send them to a page that talks about cosmetic dentistry and what you can do for them, preferably with some visual examples there, your unique selling proposition, maybe a short video like we talked about from the dentist. That’s typically how it works. What happens is, say you have 10 dentists all bidding for that [00:25:00] keyword, certainly the amount of money that you’re willing to spend per click is a factor, but now Google factors in how good is the landing page, for instance. When somebody clicks on it, is the landing page that they go to good? Does it load fast? Does it give them a lot of information? They also rate your ad. Is it written well? Are people going to click on it? Their school of thought is yeah, somebody may be willing to pay $20 a click and we’ll put them at the top, but if their ad [00:25:30] isn’t good and the guy in the third position has a better ad at $10 a click and that ad’s getting all the clicks, where are they going to make the most money from? It’s typically going to be the ad that they get the clicks from. Just because you’re willing to spend the most money doesn’t mean you’re always going to be on top, so you’ve really got to put together a good ad. You’ve got to write it well, have a good landing page. There’s a lot of stuff to it. What I hear the most and one of the questions we do in the interview is have you tried Google AdWords. Almost [00:26:00] probably seven out of 10 times, if they have done it before, most dentists say, yeah, we’ve tried it. We’ve spent a lot of money and it just doesn’t work for us. Then we dive into it a little bit more. The reason that is is because it’s hard to do. I mean if you don’t know what you’re doing with Google AdWords and you don’t know all the different facets of an online marketing campaign, it can get confusing and you can spend a lot of money on clicks and just not get [00:26:30] anything out of it. People are thinking, well, if I’m bidding and I’m getting good visibility for “cosmetic dentist in Denver,” I’m getting 40 clicks a day, why aren’t I getting 40 patients a day? The thing to think about is just because they typed in “cosmetic dentist in Denver” doesn’t mean that they’re needing a cosmetic dentist. It could be somebody looking for a job. It could be a kid writing a term paper. There’s a lot of different things. You’ve got to really know how to not only go after those generic type of keywords, but also [00:27:00] the more long-tailed keywords, which will make a more qualified prospect for you. We do AdWords campaigns. The cons I would say of AdWords are that, yeah, it gets you great visibility and it happens very quickly, but you’re not really building a marketing asset. You’re only as good as the credit card you have attached to that campaign. Whereas if you do, for instance, search engine optimization, which is to get you ranked organically, not in the paid section, but the organic [00:27:30] section, that’s a long-term marketing asset that can pay off for years to come, whereas once you tell Google you’re not going to spend any more money with them on the paid side, your ads go away. We typically use AdWords in the beginning of a campaign to get some immediate exposure. Typically, we don’t just do AdWords. We’ll do SEO with AdWords with some Facebook stuff and we’ll integrate a campaign and we’ll use AdWords in the beginning to get it launched, but as we get [00:28:00] SEO rankings acquired, which takes a much longer process, we start backing off of the paid ads. One final stat on this. AdWords, if you interviewed a hundred people in a room and you said, “How many of you have ever picked or how many of you have consistently clicked on a paid ad on Google?” You might get 10 hands that raise. The reason for that is that most people click on the organic section of Google, not the paid ads. Only about 35% of people actually click the ads. [00:28:30] The other 65% click on the organic results. In an ideal world, you’ve ranked well organically and you have some good quality ads at the top. I don’t think, in my opinion, Google AdWords should really be the center of a campaign.

Jeff Anzalone: Typically, to rank higher in the organic search, that’s typically kind of the middle of the page below the map, is that correct?

Chris Pistorius: Yeah. We look at organic in two sections. That map [00:29:00] section is what’s called Google My Business and that’s part of organic, certainly. You’re right. The results underneath that, where it just basically lists websites, that’s what we call regular organic.

Jeff Anzalone: Got you. Excellent. To do that, that takes a little bit more time of building up, to get ranked higher there than the AdWords, correct?

Chris Pistorius: Yeah, it does. Realistically, if everything went right, I could have a [00:29:30] Google AdWords up and running and have a dentist on the first page of Google within 24 hours, typically. Whereas SEO, search engine optimization, it does take longer. We have a checklist of about 300 things that we do to get a dental practice to rank for good quality keywords. It takes … It depends again on competition. If you’re in a smaller market, we can get people to rank much quicker than if they’re in New York City or Chicago or a large city with tons of competition. [00:30:00] Yeah, it typically takes a few months at least to start seeing some good traction.

Jeff Anzalone: Can you do … Sometimes I hear people say, well, you can do one but you can’t do the other. You can’t do them together. How does that work? The AdWords and the SEO part.

Chris Pistorius: You know, honestly, the reason that is being said is typically because of budget. It’s not cheap, certainly, to do pay-per-click ads. When you’re talking on a major city and [00:30:30] $20 a click, that adds up pretty quickly. The nice thing about AdWords is that you can do it. We do them both all the time. It’s just if you’re efficient at it, when you have a really good AdWords campaign and you have really good ads, a really good landing page, there’s something called Quality Score. That’s what Google looks at and the higher your Quality Score, the better your ads are and the better your ads will actually rank on the page. It also decreases your cost per click. [00:31:00] If I’m a dentist and I’m just trying this out. I’ve never done it before. It may be $20 a click. If your Quality Score gets up really high, you could knock off $5 per click just by having a good, high Quality Score. When we’re able to do that and get high Quality Scores, it does drive the price per click down, which opens up more budget to do the SEO as well. I would strongly suggest to do both pay-per-click and SEO at the same time, just because the SEO results [00:31:30] are going to take more time and you’re going to want to see some traffic coming in and some new patients come in much sooner than that. You can do both. It doesn’t have to break the bank if you do it correctly. I think it would be a really good idea to do both at the same time.

Jeff Anzalone: Perfect. Before we get off the phone, I wanted to make sure that, for the people out there that are interested in getting more patients online [00:32:00] or maybe doing something new or kind of taking what they’re currently doing now and maybe revamping it, how can somebody get in touch with you to maybe talk with you guys or to kind of see what’s going on to potentially help their practice?

Chris Pistorius: Probably the easiest way is our website is If you go under [00:32:30] the Free Tools section of the website, I’ve got a place and it’s actually all over the website. There’s a place where you can do a free consultation. That would actually be with me personally. I do all of our new onboarding free consultations and I’d be more than happy, whether you have no intention of doing business with us, that’s fine. We do them all the time. We’ll give you a complete audit of your practice and it’ll actually go over the website, your competition, and your local market. Just [00:33:00] a whole bunch of different factors, a lot of what we talked about today. It’s about 10 pages and you’ll get that full complete audit and no matter what happens, at least you’ll come out of that process knowing a little bit better how you rank, why you rank, why your competition’s more visible than you are, things like that. Be more than happy to do that for anybody that comes over to the site: We just need a name and an email address.

Jeff Anzalone: Perfect. [00:33:30] Again, Chris, thanks a lot for taking time out. I took many notes, so I know that not only did you help me but you helped our listeners as well with your information. We really appreciate that.

Chris Pistorius: Great. Thanks again for having me. I appreciate it.

Jeff Anzalone: Again, guys, if you want to talk with Chris or if you want to kind of see what they have to offer, just go over to, take a look around [00:34:00] his website, take a look around at some of the people that they’ve helped, and give him a call and get that going. This is a great time to start doing it now. Take care.