Orthotown December 2023 - 44

was measured based on GA4 standards.
Google, Facebook and other ad
campaign performance tracking is
unchanged. Th is change aff ects only
website performance.
Google Local Service Ads
Google Local Service Ads (LSAs)
represent a pivotal development in
online advertising, especially for local
businesses like orthodontic practices.
Unlike pay-per-click (PPC) advertising,
where you pay when someone clicks
on your ad, LSAs operate on a pay-perlead
model. Th is means you pay only
when a potential patient contacts your
practice directly through the ad.
Here's what you need to know
about LSAs:
* Verifi cation. LSAs
require rigorous
verifi cation by
Google. In the
health care and
dental sector, your
professional licenses
need to be verifi ed
through a thorough
application process.
Once approved,
your practice will
bear the trusted " License Verifi ed
By Google " badge (Fig. 1), which
enhances credibility.
Fig. 1
Best Smiles Dentist
Open now * Philadelphia
5.0
License verified by Google
* Cost and quality. LSAs may have
a higher cost per lead than PPC
advertising, but they're designed
to deliver leads of higher quality.
It will be important to test this
claim in your particular area.
* Ad placement. One of the signifi
cant advantages of LSAs is ad
placement. An LSA ad will appear
prominently at the very top of
Local SEO
Local SEO is a digital marketing
strategy geared toward enhancing
your practice's visibility in local search
results on Google. Given that orthodontic
searches inherently carry local
intent, implementing a robust local
SEO strategy is crucial for improving
your practice's visibility across all
Google search results.
Key components of local SEO:
* Google Business Profi le (GBP)
optimization. Your GBP plays
DECEMBER 2023 | 44 | ORTHOTOWN.COM
Google search results, even before
standard PPC ads. Th is prime
positioning can signifi cantly
boost visibility and attract potential
patients at an earlier stage of
the decision-making process.
* Complementing other strategies.
It's important to note
that LSAs shouldn't replace
other advertising eff orts, such
as PPC ads or organic listings.
Instead, they complement your
overall marketing strategy by
reaching prospective patients at
diff erent stages of the marketing
funnel. LSAs help you engage
with potential patients when
they're actively searching for
orthodontic services.
an important role in local SEO.
To improve your ranking, update
your GBP with fresh photos
(monthly) and videos (quarterly),
provide a " make an appointment "
link (use your online
scheduling link or your standard
" request a consultation " URL),
and provide comprehensive
information about treatment
and appliances provided in the
" Services " section.
* Keywords and descriptions.
Incorporate relevant keywords
and detailed descriptions of your
orthodontic services in your GBP
listing. Th ese keywords should
refl ect what potential patients are
likely to search for when seeking
orthodontic care. Th ese
keywords should be
used in a natural way,
as opposed to " keyword
stuffi ng, " and incorporated
in all of the following
areas:
*
*
*
*
*
Description.
Products.
Services.
Reviews.
Review responses.
* Questions and answers.
* Reviews and Q&As. Encourage
satisfi ed patients to leave reviews
on your GBP using your targeted
keywords. Respond promptly
to both positive and negative
feedback. Additionally, leverage
Google Questions and Answers to
address frequently asked questions
about your practice, thereby
enhancing your online presence.
* Content strategy. Develop a content
strategy that includes weekly
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