A guide to the science behind SEO

When you are looking for a way to expand your dental surgery, it can sometimes be tough to know where to begin. You and your dental team know that the services you provide are top-notch, but how do you increase the number of people visiting your dental surgery website and engaging with you on social media?

You will need to know a little bit about the science behind search engine optimisation or SEO. If you were to contact a marketing team to help with your dental SEO, they would ask you about the priorities that you have regarding your search engine optimisation and keywords and would advise you on how best to attract Google bots. If this all sounds like it’s coming straight out of NASA, don’t worry! This short guide will help to break down some of the science behind it.

Basics of SEO

There is a psychological theory known as the hierarchy of needs, which applies to human psychology. Interestingly, there is also an almost identical hierarchy of SEO requirements.

These include crawl accessibility, engaging content, optimised keywords, patient or user experience, content that is worthy of being shared, descriptions along with titles in URLs, and snippet schema markup. If you have all of these boxes ticked with the dental website that you have, then the SEO will likely be successful, and your dental surgery will continue to expand.

Google Bots

Google bots were mentioned earlier. Concerning crawl accessibility as the base step, Google bots must be able to look through your dental website. If someone searches the phrase ‘dental implants near me’, and you are in their vicinity and can offer dental implants, your website has to be set up so that Google bots can scan through it, find the keywords and present your website on the search engine results page. If your website does not follow a logical order, then the Google bots will not be able to rank your page.


The ranking is an essential part of SEO, as it helps with your page’s position in the search results. And there are many things that can help you get a higher ranking as part of a marketing strategy, such as regularly updated content, a fast-loading web page, mobile accessibility, and even optimisation for voice searches. If you tick all of these boxes (along with the ones mentioned in the basics of SEO), then you’re well on your way to attracting new patients.


Some issues can occur when you try to get your website ranked higher. A common one people face when they’re starting out is using plagiarised content or stock images on their dental website. These do not go down well with the Google bots and can make your website look unprofessional, causing you to drop lower in ranking.

Google penalties Links, originality and keywords are vital to being successful when it comes to SEO. But please note that it is not all fun and games; if Google finds that your website has keyword stuffing or is overflowing with links attempting to make it look authoritative, your website will be subject to Google penalties and may be removed. So for help with marketing, you should really hire a marketing team.

Apurva Thakur

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