What people are really looking for on Google

Simon Alison at Coffee House Digital is the search engine optimiser and web consultant for one of my top clients, Elmsleigh House Dental Practice in Farnham, Surrey.
We’ve been doing some research recently on just what people are looking for on Google in the Surrey area – and Simon writes to me as follows:
“The top 10 searches in the general area of the words you provided and the local search volume (UK) for June are as follows:

tooth whitening
dental implant
invisible braces
tooth whitening system
cost dental implants
laser tooth whitening
tooth whitening gel
tooth whitening kit
best tooth whitening
home tooth whitening

But that’s from a very broad set of keywords and perhaps doesn’t tell us too much – quality keyword research really needs to focus on an individual business’s offering in comparison with their key online competitors.”
Whilst I understand Simon’s message that the actual SEO must be more specific to the practice and it’s offer – I still find it interesting to see that the overwhelming majority of web-based research is simply on the subject of whitening.
The door opener.
The sprat to catch the mackerel.
Start by giving people what they want – it will get them in the door – and then you can weave your magic.


Published by

Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.