Dental Unscripted | Getting into Ownership and Practice Management Insights

Welcome to Dental Unscripted.

Where Mike Dinsio and Paula Quinn break

down the practice ownership journey,

one episode at a time.

Starting up, buying,

and running a successful dental practice.

What up, what up, guys?

Hey,

welcome back to another episode of Dental

Unscripted.

My name's Mike D'Incio, as you guys know.

and we are doing another episode live here

it's broadcasting to facebook let's see

here youtube instagram all the things i'm

excited because today we've got a great uh

speaker and host and friend and partner

and all the things uh we're gonna we're

gonna dig into some marketing today

specifically on seo search engine

optimization

let's debunk that uh what is it it's

elusive people don't really know how it

works but it's supposed to be important

i've got a fantastic guy on the show

today so um let's get right into it

i don't have any housekeeping other than

follow like subscribe like i always tell

you guys please review us give us the

five stars all the things

We love doing this.

We love giving you guys great unscripted

content.

I can vouch that today is specifically

unscripted.

It always is,

but today it very much is.

We've got a hard stop.

But Guido Tabano with Market My Market,

the CMO, founder, owner,

whatever we want to call it.

Guido, welcome to the show, buddy.

Welcome to the show.

Thanks so much for having me.

It's a pleasure.

Yeah, buddy.

Yeah.

No,

it's a pleasure for you to be on

our show.

So today we're talking and breaking down

SEO.

But before we really do that,

I want to hear about Market My Market.

What is it all about?

Why did you start the company?

All the things.

Let's get into that.

absolutely so mark in my market has a

very interesting start it started about

over a decade ago with the two partners

chase and ryan as a legal marketing

company and my background for the past oh

my god twenty years aging myself has been

in like reeds and with uh you know

self storage and a long time ago maybe

thirteen years ago when seo search engine

optimization started to become big with

google searches it's like

As a storage company with a very big

portfolio,

we needed to kind of be on top

of that.

So I didn't want what everyone else in

the industry was doing, which is fine.

These marketing companies that all use the

same people in the industry.

So I knew legal marketing was the best

that there is.

It is so expensive, so granular.

These lawyers pay thousands of dollars for

a lead.

And I found these guys and they were

my marketing company for the past ten

years.

And about three and a half years ago,

I wanted to change like I had enough.

i wanted to do this myself so um

i came on board and you know i

had a really good friend who at the

same time was in a dso for for

dental and she left and she opened her

own first oral surgery practice and here

we are with hundreds of dental clients

later and a big marketing portfolio and

we're dental marketers

Um,

and so the marketing companies always have

like that one dentist that they tried it

and it worked out really well.

And then they did another and another and

another.

It's just like,

it's the same story with you.

Yeah.

Yeah, so I mean, like,

I had a lot invested.

She's one of my best friends.

So we couldn't let her down.

But, you know,

we realized early on competitiveness next

to legal, it's about half,

if not even more, you know,

less competitive,

because it's like you get an attorney,

and they want to be ranked number one

in a big city like Miami, or,

you know, Chicago,

and it's just not like that.

So

Yeah, yeah, it's totally true.

And you're right.

You know, attorneys, CPAs,

all the professional folks in the world

spend a lot of money on marketing just

to get one opportunity.

So they throw big dollars.

It kind of reminds me of like big

case, Dennis, where in fact,

we talked to one the other day and.

they just want the big implants, right?

It's kind of like that kind of marketing,

but let's not get into that.

Like, uh, that's a very niche thing.

Let's talk about SEO.

And, and when I met you the,

for the first time, like, Oh,

here we go.

Another marketing company.

I get calls like this all the time.

And someone said, you got to meet Guido.

He is the real deal.

I'm like, okay, let's meet Guido.

And I, and I love the name, right?

The name's the best.

Um,

but essentially when i got on the phone

with you you started talking about google

maps and i know everybody's been talking

about google maps for a minute and i

know personally that google maps is kind

of the way uh google has been trying

to push everybody you were the only one

really breaking that down in a smart way

I would love to break that down today

and what all that means and kind of

the history of that.

So let's not get crazy here.

Let's just talk real quick for the

audience.

Let's lower the expectation for a second.

What is SEO?

Let's just do that first.

Don't get crazy.

What is SEO?

Search and then optimization just means

with all different searches that are

popping up,

and it's a lot of different platforms

today.

I mean,

everyone usually always talks about

Google,

but we got to talk about the chat

GPTs that are coming into market right now

and taking share faster than ever before.

But it's really like making your website

optimized so you show up in searches,

right?

And that is in multiple different ways.

We like to refer to it as digital

marketing because I think SEO has a really

broad connotation.

It's like just saying you're a general

dentist.

General dentists can do a lot of stuff

and it's the same thing.

There's a lot of different components that

go into search engine optimization.

So we always want,

and you too on the consultant side,

our clients to really understand what the

scope of work is and what does that

mean.

And that changes depending on markets.

Because the way someone searches for a

dentist in West Virginia is a lot

different than how someone searches in New

York City.

And there's other factors that come into

play, especially in dentistry.

So it's really a granular sort of market

by market thing.

So I think that's really good.

I want to go there because I think

a lot of companies, marketing companies,

treat every dentist similar in all

different markets.

And again,

this is part of the attraction of why

we started talking to you.

So let's just back up.

Back up.

SEO, search engine optimization.

So what you said was it's the way,

in other words, my words,

it's the way Google picks you up

organically when someone searches, right?

That's right.

Right.

It's as simple as that.

So search engine optimization.

So the way I always say it is

kind of like,

Google's constantly crawling in the ether,

crawling, reading, spiders everywhere,

reading,

sending it back to the mothership.

I always tell doctors, like,

do you remember when the internet first

came out?

Now I'm dating myself.

And it was all you, Yahoo.

And you would search something.

And it would be like,

this isn't what I searched at all.

And you'd have to scroll.

Do you remember this shit?

That's right.

And then today, how much better it's gone.

When we search things,

we get pissed that it's not the first

one.

It's like, what?

That's not what I searched.

That's right.

So SEO is really important for that.

And Google has gotten really good at it.

And now ChatGPT is kind of throwing

another thing,

which we can go there with this episode.

So that is SEO.

If you're not doing SEO...

you're not showing up right like you're

not organic you're going to be invisible

which is why you know doctors come to

you and they're like oh i've done the

same thing forever and all of a sudden

in the past year their new client base

is like falling because people are

transient more so than ever before if you

look at how you know sort of post-coveted

and like in the world today people move

very frequently especially under thirty

sometimes move every two to five years

So your market in literally in a

neighborhood is not what it is anymore.

It's not like you find your family dentist

and you're there for thirty years,

just like you're not in the same house

you grew up in anymore.

You're transient.

And that's becoming more and more

predominant, you know,

with just the way the world works and

us being connected.

Are you talking about like the cachet and

things?

So when you move around and you're

searching, it changes all that.

Yeah.

That too.

But even physically, like, you know,

like I do not live in the same

place that I even went to college or

where I grew up or even I lived

five years ago in New York City.

It's like, you know, as a nation.

We're having a technical difficulty where

Guido just went dark for a second.

But I will just say that like in

general,

until Guido kind of comes in and comes

back out.

In general, yeah, the SEO is so important.

Hey, Guido, you're back.

Sorry.

Technical difficulty.

What you were saying was people are

changing and constantly searching

differently.

Yeah.

That's right.

Right.

And there's trends, right?

I mean,

if you look at the news today, too,

and you're looking at who your target

audience is,

it's like that's why we start everything

with Google Maps and kind of looking.

There are some tools that...

tell you where your office is,

where people are going to travel from

based on IP addresses and phones.

Regardless of if you're using ChatGPT or

not,

you're still using Apple Maps or Google

Maps to find directions and kind of hover

around.

So that's not going anywhere.

So that's your basis for your marketing

plan.

And when you're either opening a practice,

buying an existing practice,

or kind of looking at how you're going

to expand what's currently going on.

You have to look, number one,

because populations don't increase

overnight.

You have to look at the demographics and

sort of how many searches are going on.

So the thing is,

is like if you're happy with your dentist,

you're not saying I need a dentist near

me.

And if you're happy with the treatment

plan,

you're not saying how much is Invisalign,

how much is an all on X.

You have a trust factor there.

So those are your opportunities.

Not, you know,

how many DSOs are in the market,

you know,

dentist to patient ratio anymore.

It's searches.

Because, like,

you don't group up and you're like, oh,

hey, Guido and Michael,

I want to go to the dentist today

and go get an extraction and, you know,

spend whatever.

Like, it's just...

You know, just like in self-storage,

you don't wake up and you're like,

let me rent a five hundred dollar storage

space today.

It's just it's a service industry.

You know, it's there because you need it.

And that's why the searches matter so

much.

It's sort of driving patient flow and

traffic and looking at growth.

Okay,

so we've got some ground to cover in

a very short period of time.

Let's pause on you and the differentiators

and put that in the end of the

episode.

So now that we've identified what SEO is,

let's talk a little bit about...

um what your marketing company should be

doing for you for seo meaning meaning okay

so we know we need to do it

we understand it now based on what we've

just been talking about for twelve minutes

now let's cover like i get a lot

of proposals as a consultant like okay

Well,

you could do the SEO package for a

five hundred and then you could do the

SEO package for a thousand or you could

do the SEO package for fifteen hundred.

What in the hell?

What's the difference between all of this?

A question A and question B.

What should we be looking for as far

as activity goes?

Once we chose one of those packages like

break that break that down a little bit,

because it's a it's I think Dennis hear

that and they're like, oh, well,

I could get away with a five hundred

dollar package.

Why do I need the fifteen hundred package?

And it's just like they don't really need

they don't know how to quantify that

decision.

Does that make sense?

Yep, absolutely.

So let's start from the basics.

Anyone that's offering you a package you

want to run as far away as possible

from no two dentists are the same.

And it's like, you know, you know,

you going in and being like,

I have one price for an implant.

It's like no patients are the same, too.

What?

has to happen is you need to have

a discovery call and based on like what

your needs are specifically and what your

goals are has to back into the marketing

plan for instance two general dentists

could be totally different one may take

insurance one may be fee for service one

does ortho one dozen one places implants

they're two totally different scopes so

you know i think dentists like things that

they can relate to and they understand a

package

But it's like,

what the heck today can you get for

five hundred dollars?

Right.

You can't even wait in someone's teeth for

that much.

So like,

how are you getting good marketing and

really understand what's going on for

that, too?

So so you got to take a look

back at that also, too.

You have to have a realist.

Ah, two,

we have to have a realistic what?

We lost him again.

I think, again, while he's coming back in,

I think he's right.

Every office has to be customized in their

approach.

So number two, go Guido, number two.

So you want to look at what realistic

growth is in a market.

Anyone that's promising you overnight

growth with search engine,

it doesn't just happen like that.

You have to create content,

you have to optimize sites.

There's a window where you send a message

to Google to crawl and index what you

did.

That could take anywhere from four to

eight weeks, sometimes longer.

If everybody could do it,

they would all do it,

and we wouldn't have this problem.

You have to have a realistic expectation

for growth.

What does that look like?

How many new patients do you have now?

Is like,

twenty percent growth in six months

feasible?

There's other things, too.

You know,

one of the things also that marketing

companies should talk about is quantifying

leads.

It's not anymore about being on page one

or having a million reviews.

It's not enough.

I'll use this example because in like

personal injury, you know,

like you want to be on page one.

And, you know, our background there,

it's like, you know, the calls to action,

they call them CTAs,

will get someone to go.

It's like I won twenty million dollars,

right?

There's no exchange of money if that

attorney takes your case until they win.

So it's much easier for people to sign

up.

In dentistry in the past year,

there's an exchange of insurance or money.

So when they land on your site,

like once you're on page one or you

have a high number of reviews,

they ask questions,

most frequently asked questions.

Do you take my insurance?

That is a CTA.

Two,

are you a family-run practice and not a

DSO?

And what do I mean by that?

The sort of the story branding...

On the doctor profile,

it doesn't need to be a picture of

you on vacation skiing with your kid and

your dog.

That's great.

But what they're looking for is that

they're coming to you.

You're not doing procedures on them that

you don't need.

Why did you open this community that you

listen to them?

And other things too, it's like in ortho,

it's a very retail driven thing in some

of these cosmetic things.

It's like everything in America today is

like how much you pay on a cash

flow basis, right?

you open a new practice how much can

i afford to pay for phones that you

don't look at total price and neither do

people you haven't seen a car commercial

in the past three years for the price

of a car it's like get this bmw

for four ninety nine and houses and

interest rates are and it's still at an

all-time high we don't have a housing

crisis because banks have found a way to

position it to work with people's budgets

go on zillow this house is twenty five

hundred a month it's the same thing in

dentistry

If you don't play that game,

you are not going to get conversions.

And it doesn't matter if you're

fee-for-service, added network,

in-network,

you're still going to have to create pages

that target insurance to get your phones

to ring.

I think that's perfect because it's all

about what people are searching in your

area, full circle here.

And if people in your area are searching

MetLife.com,

dental insurance,

a fee-for-service office still wants that

call.

You just need to have that conversation on

the front end.

And so what you're saying is your website

needs to be optimized for that search

because in this area,

you've got a corporation,

an employer that has MetLife.

And so all the people in that area

are searching MetLife.

They don't know any better.

And so, so what you're saying is,

is like,

be smarter about how we are optimizing

your website.

I'm sure there's lots of marketing

companies are doing all the right things,

but,

but what you are talking about is just

doing a little more extra research per

office and then optimizing based on your

market specifically.

Yes,

I'll give you a couple of really good

examples.

For instance,

we get clients all the time that come

to us.

Seattle is a great example.

Seattle,

to rank you for all of Seattle as

a dentist, number one,

can you not handle that population?

But there's different communities there.

Other areas like this are major cities

like Nashville, Tennessee.

Fort Lauderdale is a great example.

We had a client,

they're optimizing for all of Fort

Lauderdale.

There's a million towns and communities

there, too.

Fort Lauderdale, Odyssey, Wilton Manor,

Oakland Park.

If you don't send Google that message that

you service those areas by having

geo-specific pages that target them,

it doesn't know to show you.

And there's an art to this.

You can't just use a chat GPT to

write a page that does it because you're

not going to rank.

It picks up on connector words.

So it's like your content game has to

be really on point today.

And like you get what you pay for.

Going back to that package thing,

you know, I mean, you know,

a lot of times my dentists get very

sort of like caught up in the content

we write.

And like we're not writing for a medical

journal.

We're writing for like a fifth grader,

essentially.

So it's like, you know,

no one is like people reading snippets.

Right.

And Google is searching content and code.

A lot of times our clients get very

focused on the aesthetics,

but that's secondary.

Google will show a site that doesn't look

good.

I want to talk about that because I

get a lot of startups coming through next

level.

Right.

And they do.

They get very, very good.

caught up in the look and feel.

They're dentists.

They're artists in a lot of ways.

They're artists.

So the aesthetics,

they just picked out the beautiful

equipment and the beautiful chandelier and

all the finish levels of the office.

And then they start setting up their

website and they want everything to match.

And I can appreciate that.

I'm not going to say that aesthetics

doesn't

make an impact.

It does.

But what you're saying is,

is Google doesn't give a shit about

aesthetics.

Now patients,

patients might be more attracted and

there's probably a conversation to have

about that.

But as it relates to beast mode, SEO,

what we're talking about,

aesthetics doesn't matter.

Is that what I'm hearing you say?

For searches, no.

Once you get found as part of the

second thing with calls to action and kind

of the buying decisions, yeah,

but people follow the same patterns.

They ask a question,

they look at your reviews,

they look at the doctor profile,

they look at the financial page,

and then they go to contact us.

The five most searched pages usually on a

website, right?

Sometimes you get a blog, again,

for that question they're asking that

picks up traffic.

um but we can talk about like the

blog strategy too in a little bit also

which has to be sort of market specific

also but you know everyone focuses i think

on what they know and dentists can

visually kind of tangibly see what the

website looks like but here's my plan that

i i'm all about aesthetics i i'm a

firm believer that you know you got to

present yourself well but the average

american has no freaking idea what sage

aspen mb-II these mega billion dollar

dental companies are they have no idea and

you can ask your friends at dinner

Right.

They know, you know,

dentists in this market that is like

really great and they love them or,

you know, their kids, pediatric dentists.

And the decision there is sort of the

same way that you find your mechanic that

you love to when your car breaks down.

It's a very sort of decision that follows

a process.

There's not a lot of time like searching

around like, oh, my God,

I love this website.

I love this.

Like they see it in a second and

you make a decision.

You're not buying a bag here from Louis

Vuitton.

It just doesn't work like that.

I say this all the time with even

my marketing companies and even our

marketing guy is like, look,

it's about patterns that we have in our

brain when you're scrolling through

Instagram and you're just doing the clicks

to make a call or make a purchase.

it becomes less about the feel and the

vibe and it becomes more about patterns,

behaviors, right?

And processes.

And so wording,

it's amazing how we've gone from people

actually read shit to people don't read

shit.

It's like you could say, hey,

you're an idiot.

Click here.

And they won't even see the you're an

idiot.

They're just going to click there.

You read snippets.

You read, you reread instead.

We've been trained like that.

Right.

And that's where the TPTs pick up on,

you know, they're picking up on blogs.

They're picking up on snippets right now.

The Q&A on your website matters more than

anything.

So, you know,

I literally have this argument with a lot

of dentists all the time because some of

the frequently asked questions at

Cosmetics is like,

how much is an Invisalign?

How much is an implant?

Google,

just like with restaurants and Chapuchi,

they want to show a range.

I don't need to know exactly what you

charge,

but I need to know that an implant

is between four and seven thousand in this

market.

So when someone asks a question,

your site is ranked and it's showing you,

you know, and because, again, going back,

you don't just pick a restaurant on open

tables or Google without looking at how

many dollar signs it has.

Yeah, that's true.

It's the same thing in dentistry.

That's the retail component.

So you need to play the game.

It's just how you position yourself.

I'm not saying you're putting up a big

sign that's like, oh,

seventy nine dollar cleanings and you're

discounting yourself,

but you're being transparent.

And that's what everyone wants today.

Transparency, you know.

The consumer is the same,

whether they're getting a pedicure,

a haircut, a dentist,

dental appointment or a steak,

a steak dinner.

I think dentists in my I know a

lot of dentists, a lot of clients, right?

They they still see themselves,

which they are a medical doctor,

professional dentist.

Right?

They see themselves as that.

But the truth is, they're not.

The consumer doesn't see them as that.

And they're constantly having

conversations with me about

fee-for-service and dropping fees and

whatever.

And it's like,

until the great consolidation that

happened to medical,

and now everybody's in a hospital system,

Until that happens to dentistry,

you folks are going to be considered as

a retail consumer product.

Trust me,

you don't want it the other way where

the medical doctors make a hundred grand

and they work for a CEO hospital.

If you want to be treated that way,

then go do that.

But if you still want to be in

private practice,

you need to be considered as

this spa,

this consumer behavior game that we're

talking about, right?

Yes.

That's what we're talking about?

Yeah.

That's exactly it.

And you've got to look at the market,

right?

I get a lot.

It's like,

I want a spa-like dental office.

It's like...

You know,

I'm not saying there's anything wrong with

it, but it's a dental office.

It's in medical.

You can have really beautiful medical

offices that cater to some people.

But at the end of the day,

the buying decision is kind of the same.

You know, unfortunately,

dentists aren't like cool and trendy like

dermatology or med spas.

You're about as cool as cardiology.

They could be.

They could be if they behave that way

in the office, but they don't.

Yeah.

Right.

Well, listen,

there's always exceptions where you get

like the ones that have a big social

media presence and they usually have to

deal with, you know, aesthetics, you know,

new fields of like airway and biometric

dentistry, stuff like that, where, yeah,

you get a following because like,

you know, mom groups,

people just are looking for that.

But for most of your people,

they're not finding you on social media.

They're finding you on these searches.

And then social media is kind of verifying

that, you know,

you're valid and you have a presence

there.

Yeah, a hundred percent.

All right,

let's spend this last leg because I know

you got to go.

Your time is very precious.

Let's spend this last leg before you got

to drop and take that call.

And let's talk about...

Why MMM Market My Market is different.

Not so much a sales pitch,

but you're telling us what we need to

do, how customized things need to be.

Can you give us the beast mode as

the title suggests in this episode?

Yeah.

Give us some hacks.

Like, why are you guys doing it?

Let's start from where all the major cool

stuff comes from.

We have another company called The Local

Agency where our team comes from a

franchise and has worked on maps on an

enterprise level.

We're one of the only companies in the

U.S.

that does this.

And pretty much it's very cool.

Not that other people can't do it,

but we do it on an enterprise level.

So you can take an Aspen Dental and

optimize two thousand of their maps.

for all different things and what they're

specialized in.

We're in Maps all the time,

so we understand what's going on there

more so than- Google Maps.

We're talking about Google Maps.

Yes.

Yes.

But then any other thing,

which is where forty percent of patients

still come from, right?

There have been a lot of changes there,

but sort of the reports that we do

that start with the discovery come because

we get franchise owners that are like,

Where do I open in Chicago?

And we're able to hot map that.

And the reports,

and I highly suggest you take us up

on one of these free ones,

pull in like,

is there a housing development that's

open?

What are the keywords that are searching

by volume?

Where is the opportunity?

What do in-house plans go for?

Who is the competition?

What are DSOs?

What are they charging?

Where is the growth coming from?

What's the section of kids this age,

fifty five and over?

It's so granular that it sets up the

marketing plan for exactly what you need

to do.

On Maps,

there's a lot of changes that sort of

happened over the past year.

Number one,

there's categories for dentists.

So if you're in the wrong category,

Google's not going to show you.

Going back to you said that example before

where it's like people get very frustrated

before where they search for something and

it wouldn't come up.

It's like you're looking for a storage

space and you get a bulk storage company.

It's like, no,

that's not what I was looking for.

And you're in a landlocked area.

Same thing in dental.

There's a general dentist category.

There's cosmetic, there's ortho, perio,

endo.

They're all different categories,

which means you have to stick to those

five or six keywords for those categories.

General dentists get dentist,

dentist near me, hygiene, crowns.

There's some overlap with perio because

they get implants and oral surgeons.

That means you need to stick to that.

Number two, as of a couple months ago,

you can actually text from the Google

business profile.

Three,

Google has been beta testing sort of

scheduling tools from the profile,

which means eventually they're probably

going to do that because they want

engagement.

So that means you should probably be

looking into some sort of scheduling tool

to capture more people there,

which means talking to your practice

software, seeing what that looks like.

Last thing, too,

and then I have a couple more tips,

is that you started noticing that the

socials, Meta, Instagram,

and Facebook are now being linked

to the Google profiles,

which means something might be happening

there.

So you need to watch this, right?

When you start seeing things,

it means something's going on.

You want to be ahead of the curve.

You know, the other thing too is,

you know,

you want to make sure your highlights are

on there.

This is like your dating profile.

So if you don't do pediatrics,

don't put it on there.

If you don't do sedation,

things that bring people in are like

cosmetics, payment plans, sedation,

those hot keywords that, you know,

you're showcasing.

Other thing,

you need relevant photos on there.

Nice photos of your office are great,

but that's not what's going to bring

people in.

They want to see before and after cases,

right?

The other thing I'm going to end with

is it's not more reviews you have,

the higher you're going to rank.

You can rank on a Google map with

four point three stars and thirty three

reviews.

After that,

the next metrics you want to hit is

about a hundred.

And after that,

it's like having a company that knows how

to play with the algorithm to get you

to show,

because it's not the more reviews you

have, it's engagement,

which means you respond to the reviews.

You want reviews coming in consistently.

That's the name of the game.

People are interacting with that profile.

So it's not how good and how many

per se, it's other things involved here.

It's other things, yes.

Again,

you want to make sure that there's not,

you know,

sometimes doctors by practices and there's

another floating profile that's there that

has the same address and Google's not

going to rank you because it's like,

who do I show?

So you need to clean up.

Everything has to be uniform.

Your address,

you can't have like suite number on one

and then B on another.

It has to all be uniform.

across all of the online platforms.

It's almost like the more obvious...

of what you are.

Google likes that because,

and it makes sense.

It goes back to my,

it goes back to my last comment of

how before it used to be terrible when

you Googled or when you search something

now it's so good and Google loves that.

It's so good.

So if there's some conflicting messaging

out there, Google's like, ah,

I don't want to be wrong.

I don't want to be wrong.

That's right.

So you want to make their job easier.

It costs them money to crawl your website

and do this.

So when you play by their rules,

that's it, right?

As a marketing company,

what does that mean?

When you put out content,

it has to drive traffic.

Content,

otherwise I could use chat for UPT and

put out thousands of pages about implants

or whatever on a site and get it

to rank.

It doesn't work like that.

Content,

literally what all of you should do now

when you go home is take a snippet

of one of your pages,

put it into Google search and see if

it comes up.

If it comes up on a bunch of

other sites,

your marketing company is plagiarizing

your content and you're not going to rank.

Because Google's also like, who do I show?

This happens a lot with dental marketing

companies.

They have one piece of content about

implants or dentures or crowns and it's on

every one of their sites that they

created.

You will not rank anymore.

It just doesn't work like that.

You know,

the other thing is you need geo-specific

pages.

Again,

going back to that example in Fort

Lauderdale, it is not enough.

What markets are you in there?

You need a page for each of your

procedures that targets that, right?

Same thing,

you want to target fifty-five and over

communities,

which is a great thing for cosmetics.

They're getting a lot of disposable

income, generational wealth passed along.

You need pages that target those areas of

the community specifically.

So someone searches.

Or the same thing if you want to

target in Seattle Google clients or

Microsoft.

You need to put it out there so

they find you.

It's not just like you're there and

they're going to come.

It just doesn't work like that.

Those are the really big tips.

And also, we work with sites on WordPress.

There's other things out there.

We like WordPress because it's good for

pushing content.

Google likes content and code.

And touching briefly on the blog strategy,

a lot of dentists are like,

why do I need blogs?

Why do I need blogs?

Blogs, if they're done correctly,

we write them,

but they have the dentist's name attached

to it.

So Google gives it a vote of confidence

because they're like, oh,

there's a doctor that wrote this blog

about implants,

not some rando person that did that.

There's a certain word count associated

with it.

And they're also specific to what is going

on within that radius that targets people.

If you're in West Virginia,

don't write a blog about fluoride

treatments.

No one cares.

You know, it's just relevant to there.

Or if you're in an area where it's

like you can get a teeth whitening kit

on Amazon,

then don't write about like the five foods

you shouldn't eat to like, you know,

the white in your teeth.

So I need I need to I need

to I need to talk about that because

a lot of marketing companies,

you pay for these packages that we talked

about.

Five hundred thousand fifteen hundred and

you pick a package and then they just

kind of do what they do.

And you're hoping that they're doing the

research on your area.

before they publish some kind of article

but if they're not doing that research and

they're just recasting or rewriting a blog

from five years ago that they did for

another gp which is fine but it has

to be relevant to your area and it

has to you know obviously not be copied

word for word

But there's like that, like that matters.

All of this matters, right?

So it all matters.

Right.

So again, going back to the thing too,

like while you're an ortho and like,

you know,

can I eat a cheeseburger after I get

braces?

The cool topic,

it's probably not going to drive people in

your local market.

Like those are like national things.

Like all you should care about is people

that come in and pay for your service.

Someone is like landing on your site and

they're like in, you know,

Arizona and you're in Michigan.

That's not a good client.

Again, we're not selling a product.

We're selling a service.

So that means that they don't come in

and pay for the service.

You don't keep your lights on.

That's it.

Guido, what's one thing,

last four minutes of the episode here,

What's one thing that you could do for

the listeners for the program to help

them?

And you don't have to,

I'm putting you on the spot,

totally unscripted.

Is there anything that you could do for

them?

Because if they like what you're saying

and agree with what you're saying,

is there something that you could do for

them?

Yeah, I mean,

they should absolutely reach out to us.

You can go on MarketMyMarket and our

contact information is there,

MarketMyMarket.com.

We are so happy to do demographic studies

all day long and we do discovery calls.

I'm honest,

not everyone's a good fit for us.

I mean,

I think our key to growth is like,

Just like with you,

we ask the right questions.

We don't take too many people in a

market.

We ask expectations.

If you've been on five or six marketing

companies,

I'm probably not going to be good for

you.

I don't want to be your seventh one.

There might be something else going on in

your office outside of a marketing

situation,

and you might need to fix that before

you come to me.

And that's the reality of things.

there's a lot of factors that go into

good marketing.

You know, we have a process.

We meet with our clients quite frequently

and we meet with them in person too.

I mean, there's a relationship.

We're not transactional.

So it all starts with the discovery call

like with you.

I really have no idea what's going on

in that market and what your goals are

until we like really like ask questions

and dig in.

And listen, it's like,

Everyone, you know,

sort of has a problem and there's always

some sort of solution to it,

but there's no magic bullet.

You know,

there's no magic solution to marketing.

Good marketing follows a process just like

in dentistry.

Like, right.

You learn how to do an implant.

You learn stuff.

It's the same thing with us.

You follow the process.

But I'm only good as the feedback that

I get.

So if you don't give us feedback, too,

about what's going on and then we become

transactional,

we're never going to get to the point

you want to get to.

I think what I heard you say,

which is so on point,

is there's no such thing as a silver

bullet.

But marketing does take time,

just like consulting takes time.

You just can't come in, fix one thing,

and the practice is profitable.

Right.

Just like any service provider,

it's a process.

You have to understand that process.

But I also think it needs to be

customized.

If my consulting firm was very blanket

statement and we –

coach all of our offices exactly the same,

that won't work.

Same with you.

If you go in and do marketing for

the same type of GP in North Carolina,

then New York, then Seattle, then Phoenix,

it's not going to work.

And so I think what I heard you

say is get granular,

understand what's going on,

come up with a program and a solution

and commit to that program and process and

solution.

And you're going to get the results you

want.

It's the same in my business.

Yeah.

That's why we work well with you.

I mean, you know,

we're aligned in the type of clients we

look for and that they follow a process.

I think that's really important.

And again, you know,

there's other factors that come into play.

You know,

we didn't even talk about paid ads and

how like, you know,

a lot of marketing companies tend to like

focus on that,

especially when you first open.

It's like you pay for those positions.

It's an auction.

If you have no rankings,

we're going to blow through money.

You have no reviews to back it.

You're not going to get conversions.

Slow and steady always wins the race.

You want to push,

but you want to push just enough that

you never lose care, quality, and control,

I say.

Good luck telling a dentist, a client,

hey, this is gonna be slow,

especially to a startup, right?

But there are ways and there's needs for

those types of things,

but it's all part of a custom strategy.

So Guido, thanks for your time.

It's time.

I know you gotta go.

I appreciate you.

The thing that I wanna say lastly is,

hey, look below the link down here.

If you're watching on YouTube or whatever

you're on,

We got some contact information and just

get granular.

Boy, that was literally beast mode.

So thanks for being a beast in this

space.

And we'll talk to you.

We'll talk to you later, brother.

Great.

Thanks again.

Thanks, man.

Bye.

Thanks for listening.

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