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Is your Internet marketing effective?

August 18, 2014

Search engine optimization and social media are becoming standard building blocks for effective dental marketing, but how do you know if they are really working?

With more advanced algorithms and personalized search results, a simple Google search is no longer an effective way to gauge your efforts, according to PBHS, the website and marketing services provider endorsed by ADA Business Resources.

Instead, here are some metrics you can look at to see if your campaigns are truly driving more high quality search traffic to your site, to see if your Internet marketing is doing its job.

  • Traffic increase: Is traffic to the website, particularly search engine traffic, growing slowly over time? If a website is plateauing or losing traffic, it might be time to change marketing tactics. However, it can take search engines several months to fully index a website and register changes, so be patient.
  • Bounce rate: A bounce rate refers to the amount of users who land on your website and then leave right away. This could be someone who found what they were looking for immediately, such as a phone number, or someone who didn’t find what they were looking for at all. A normal “bounce rate” is between 40-60 percent. If the bounce rate goes above 60 percent, you may want to consider a redesign of your website or adjust how you are marketing your practice to potential clients.
  • Time on site: The average time on site for a user is two to three minutes. If the average time dips below two minutes, it can be an indication that a website is not engaging users.
  • Visitor location: Check to see where your traffic is coming from. If a large amount of traffic is coming from outside states or countries, this can indicate poorly targeted marketing. Make sure you have Google Analytics or similar tracking software on your site to view these numbers, according to PBHS.
Remember, the most important part of Internet marketing is making sure that it is working for you and bringing patients to your practice.

Staying on top of these key indicators will help to ensure that your marketing dollars are being well spent.

For more information on how to make the most out of your Internet marketing, contact PBHS at 1-800-840-5383. To read more on what PBHS has to offer, visit