Orthodontic practices should target a variety of keyword types to ensure they attract a wide range of potential patients. The three main types of keywords that orthodontists should focus on are
1. Informational Keywords
Informational keywords are those that people use when they are in the research phase. These are typically high-funnel queries where the searcher is looking to learn more about orthodontic treatments or solutions.
Examples of Informational Keywords
“How braces work”
“What are the benefits of Invisalign?”
“How long do braces take?”
“Braces vs. Invisalign: which is better?”
While these keywords may not immediately result in conversions, they are important for building awareness and positioning your practice as an authority on orthodontic care. By creating content around these keywords (e.g., blog posts, FAQs, or educational videos), you can provide valuable information to potential patients and establish your expertise.
2. Transactional Keywords
Transactional keywords indicate that the searcher is ready to take an action, such as scheduling an appointment or making a purchase. These are the types of searches that are more likely to convert to actual patients because they show clear intent to engage with a business.
Examples of Transactional Keywords
“Braces cost near me”
“Invisalign consultation [city name]”
“Orthodontist appointments in [city]”
“Affordable orthodontist for kids in [city]”
By targeting transactional keywords, orthodontists can create landing pages, offers, or direct calls to action (CTAs) that encourage website visitors to schedule consultations or request more information. These keywords are crucial for driving actual conversions, especially when people are looking for services in their area.
3. Navigational Keywords
Navigational keywords are used by people who are looking for a specific website or location. These searches often include the name of a business, a service provider, or a specific city.
Examples of Navigational Keywords
“Best orthodontist in [city name]”
“[Orthodontist name] in [city name]”
“Invisalign provider [city name]”
“[Practice name] orthodontist”
For orthodontists, ranking well for navigational keywords can help patients find their specific practice when they are searching directly for their services. This is why it’s crucial to ensure that your practice name and location are consistent across all online platforms, including your website, Google Business Profile (GBP), and other local directories.