This post is from our Dental Marketing 101 course. Take Dental Marketing 101 for free and learn how to effectively promote your dental practice online.
I’m now going to introduce you to a couple of tools that will give you an idea of how your competitors are performing on the search engine results page and why.
Both of the tools that I’m going to show you will give you a lot of useful information for free, and these tools both give you a rough idea of how your competitors are performing with both paid search and organic search (SEO).
These tools help you to figure out their marketing strategies. They can help you to figure out how your competitors are ranking well in the organic listings. The tools can also help you to realize what your competitors are doing from a paid search perspective as well. You can see what keywords they’re bidding on and what there ads are.
You don’t necessarily want to copy the competition, but you can use what you learn to inspire your own marketing strategy to come up with a plan that works best for you.
So in the video above, we type in “dentists colorado springs”. That is a pretty typical search that a patient might type into a search engine. A location along with “dentist” or “dentists” is probably the most common type of search for dentists that you’ll see.
The top 4 results are all ads. What we’re going to do is look at this top listing – smilesbyseth.com.
We’re taking a look at spyfu.com and we’ve typed in the domain name – smilesbyseth.com – that we’re interested in.
First taking a look at the organic keywords, this site has quite a few keywords that it ranks in the top 50 results for (225). They do get a decent amount of monthly clicks (247). Taking a look at paid search, they bid on around 500 keywords and get almost 1000 clicks a month. The estimated budget for this domain is right around $3,000. Keep in mind with these competitive intelligence tools, the estimates are rough, but they do give you a decent idea of what the competition is up to. So in actuality, this competitor may actually be spending half this amount here – or twice this much – but it does appear that this dental office is very involved in AdWords advertising.
Top Organic and Paid Competitors
Scrolling down a little bit, you see the top organic competitors and the top paid competitors. The top organic competitors do well in Colorado Springs for the organic results. The top paid competitors are the competitors that are actively participating in AdWords.
Organic and Paid Keywords
Scrolling down further, these are the top organic keywords. The website we’re analyzing ranks 2nd for “dental implants colorado springs”, ranks 2nd for “dental implants colorado” and ranks 3rd for “mini dental implants upper”. There could be as many as 10 organic search results in Google on the first page of results. You really want to be in the top 10 to be on that first page. If you aren’t in the top 10 results, the odds of anyone seeing your listing in organic search is quite low because most people don’t click on through to the 2nd, 3rd or 4th pages of results. So these rankings shown here in the top 10 are very good for this competitor.
Then we have the paid keywords. You can see here, these are some of the top paid keywords for the domain we’re analyzing. We know the website (competitor) we’re analyzing actively bids on these keywords. They are actively trying to bring in patients that are searching for these keywords
Scrolling down and taking a look at the AdWords history, one thing to point out is that both of these tools provide a lot of free results, but you need to pay to see the all the results that they’ve compiled. For most of you, this is probably enough data to get an idea of what the competition is up to with regards to paid and organic search.
The interesting thing to point out here in AdWords history is that you get to see some of the ads that this competitor has been running in AdWords. You can use these ads as inspiration when writing your own campaigns. You obviously don’t want to copy what they’re doing, but you can see what their top ads are and craft your ads based on what ads seem to be working for your competitors.
Inbound Links for Organic Search
The last thing I want to show you on this spyfu website is Inbound links. This helps with organic search. The more quality websites linking in to your website, the better you will likely perform in organic search.
The next tool I’m going to show you is SEMRUSH.com. You get a lot of similar data. They show you the organic search rankings for your competition. The paid search data – how many keywords they’re bidding on.
You’ll see here the paid search estimate is around $1,000 where SpyFu.com estimated $3,000. It is all relative. These are just estimates.
Scrolling down, you’ll see the top paid keywords, sample ads, and backlinks. The same types of categories that we saw with SpyFu.com.
I recommend that you use both of these tools to get an idea of what the competition is up to.