How to get your orthodontic practice found in today's digital environment by Lauren Glass Lauren Glass has been with digital marketing company G/O Digital for the past four years and is a product manager in Phoenix. Lauren graduated from Arizona State University with a bachelor's degree in marketing and is passionate about all things digital, particularly as it relates to search. Search engines are getting smarter. Gone are the days when keyword stuffing was the secret to achieving first-page search listings; now, relevance has a whole new meaning in the digital world, and advances like semantic search1 and machine learning2 are improving the way search engines return results. If you manage a website in the orthodontic industry, you already know your audience has very specific and unique needs that bring them to your practice. Search engines know this, too, and have evolved to better understand the online behaviors that precede the act of typing in a search query. So, how can you put yourself in the best position for search engines to see you and, in turn, be seen by the people who matter in your area? orthotown.com \\ MARCH 2018 31http://www.orthotown.com