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Maximizing Your Reach: How to Market Dentist Tools and Equipment to Modern Practices
This article focuses on providing valuable insights for those involved in selling and/or producing dental tools and equipment, helping them understand market demands, trends, and strategies to connect with dental practices.
Simple SEO anyone can do
ROSON Medical Equipment Co., Ltd. is a global dental unit supplier that uses Google’s advertising campaign to help bring in new customers. Searching for “california dental equipment” their ad appears on the first page as the very first result. This search was performed in Europe and would probably produce a different result when searching within the United States. Below is a screenshot of their ad. It could definitely use more words in the description of their services.
Right below the paid (Sponsored) search results for the same query appears the first Google search result. It shouldn’t be a surprise that their name is California Dental Equipment, exactly matching our search query. What’s more, their domain name also matches exactly this phrase.
Notice their search results. It’s very descriptive and well structured. This is thanks to a well designed website. Google chose to display additional links such as “Dental Handpieces” or “Contact Us” as these are probably the most visited pages. If we go to their homepage we will see that these pages are also available through a one-click option on the main menu. This is an excellent example on how to maximize your reach by designing a website with the right name and content.
Another good example is California Dental Supply from Arizona who also shows up in these search results (second entry). These guys have a very good reason to be visible in other states like California because of their online store. They offer everything from bibs to endodontics. So how else can they stand out? They do have a very good search engine optimization for their online presence but what about the actual user experience once they visit the e-store. To start with, the website could use a well written and consice description of their company. Currently they don’t have it which could deter 50% of the users away. Their contact form is also missing a phone number. Something very crucial in the US market. A lot of people expect to be able to talk to someone in person. Unfortunate as it is but many people don’t like to read the product descriptions alone. They need a confirmation from a human by voice.
Google’s Merchant Center
A really great way to advertise without breaking the bank is to use Google Merchant system. If your website is properly setup for online selling (by properly I mean your e-commerce platform provides standard meta descriptions like SKU or fields like shippingDetails and hasMerchantReturnPolicy) then all you have to do is sign up for a new Merchant account. Once you enter your website URL the system will automatically pickup your products and display them in the shopping results. Of course, you will also have the option to boost your products and display them in regular search results, right on top of the page!
Merchant listings structured data issues can also be detected by Search Console. You will get notified as soon as Search Console identifies that your site is affected by Merchant listings. It is imperative that you fix these issues when possible to enable the best experience and coverage in Google Search.
Case Study – Reaching your target audience
Rini is a technology company with its own innovative product development, manufacturing and international sales. Their operating tables in the “RiEye”-series are popular for microsurgery in both in stationary use and in “roll-in roll-out” operation. They wanted to target dentists in California, so they contacted US Doctor Database for help.
Our Dentist Database is a national list of all the dentists in the United States. As of writing this article the database consists of over 276 thousand records. Each one includes dental practice location, street address, phone, fax and email. Note that only a portion of the records have an email address. It’s basically impossible to have everyone’s email. Only the ones that were made public intentionally by the dentist are available.
The database is a downloadable ZIP file which consists of 51 separate CSV files for each state as well as one national CSV for all of US. These types of files can be easily imported to Excel and filtered for the required fields.
Importance of handling time
Sometimes a missing handling time can also affect your visibility online. Google states that you can attract more customers with your shipping speed specified. If people can’t see the shipping speed (sometimes called “delivery time”) for your products it could be due to missing order handling time. For example, if you’re listing dentist chairs simply add your order delivery time or it will default to two business days (which might not be enough time for such a large package). Upon default, two business days for handling time will be added to your shipping speed and it will be displayed on your offers on Google. You’ll still be able to edit it so make sure to verify it for all your dental supply products.
Automated Promotions
This is another cool service that Google provides without any extra cost. Their Google Merchant Center will automatically detect promotions offered on your website and feature them in their products. Here’s a description of the benefits straight from their website:
Promotions allow you to distribute online offers across different Google properties like Google Search, the Shopping tab, Google Chrome, and more. When you add promotions to products that you sell on Google, shoppers will see a “special offer” link (for example, 15% off or free shipping) that can increase the appeal of the products you show and encourage more shoppers to buy.
This means that all you have to do is offer some discounts to enable these great benefits. You could simply choose one product from your line and treat that as a bait to bring in new customers. When the buyer comes to your website they will most likely view your complete offering. This could help you reach more shoppers and grow your business.
You can manage the promotions directly in Google Merchant Center > click Promotions > Promotions feeds, then click ‘Remove promotions’.
Conclusion
The article provides insights into improving the online visibility and marketing strategies for businesses in the dental tools and equipment industry. It emphasizes the importance of search engine optimization (SEO), using examples like ROSON Medical and California Dental Equipment to illustrate effective advertising strategies, such as paid Google ads and well-structured websites. The article also discusses enhancing user experience with concise company descriptions, adding contact details, and optimizing handling times for better online visibility.
Additionally, it explains how businesses can leverage Google Merchant Center for cost-effective advertising, improve product listings with structured data, and use automated promotions to attract more customers. A case study highlights how targeting specific demographics, such as dentists, can be achieved through tools like the US Doctor Database. Finally, it underscores the importance of keeping websites well-optimized for both SEO and user experience.