How to Make Google Easy with Brett Allen

How to Make Google Easy With Brett Allen

I’m thrilled to welcome Brett Allen onto the podcast to talk in depth about how you can get your dental practice to rank on Google and get more patients as a result.

Brett Allen is the CEO and Co-founder of Marketing 32, a Google Marketing Agency for Dentists and Dental Specialists.

The team at Marketing 32 are also the creators of “Google Made Easy for Dentists” which is the best Dental SEO & SEM program. It is transforming the industry by helping dentists do their own SEO and Google Ads.


How to Make Google Easy with Brett Allen


On the podcast we discussed…

  • Brett Allen’s journey from graduation to becoming an SEO expert and growing his business
  • The importance of testing different areas of your online marketing strategy to identify what works for your practice and what doesn’t
  • The two core principles of Google’s search algorithm – relevance and authority
  • How dentists can improve relevancy on their websites with informative content that addresses your patient’s questions
  • How to increase your authority online by building links and showcasing reviews
  • What “Google My Business” is and how you can use it to claim your listing and edit information that Google has on your dental practice
  • What SEO (search engine optimization) is and why it’s so important to get your website found online
  • The difference between on-site and off-site SEO
  • How to ensure your website is “future-proof” from changes to the search algorithm
  • The importance of creating engaging and valuable content that answers your patients’ questions
  • The difference between organic search results and Google AdWords search results
  • Tips for ranking better on organic search results
  • Budgeting for implementing an SEO strategy that works


How to Make Google Easy with Brett Allen


If you want to sign up for the “Google Made Easy for Dentists” program, you can enroll right here.

Or, you can join Brett every Thursday night at 7pm to hear him discuss high level SEO concepts. He explains everything you need to know about SEO for business in more depth. You can register to join Brett’s FREE webclass by clicking here.

To watch a video trailer of the episode where Brett explains how to get you website found on Google, hit play below:

How to Keep Up with Google Search Algorithm Changes

How to Keep Up with Google Search Algorithm Changes

Google is the most popular search engine in the world by far and one of the most popular sites dentists use to promote their practices.

Google offers both free and paid options for dentists to market their practice. Free options include search-engine optimization, or SEO, which involves setting up your website, social-media accounts, and other aspects of your digital footprint to get search engines to see you as relevant and list your practice before others when people search for practices like yours. When done well, your practice will organically appear in the map Google includes on the first page of results as well as on the website listings below the map.

Google also offers pay-per-click advertising, or PPC, on a paid basis. With PPC advertising, Google highlights your practice on top of the organic search results, and you pay Google when someone clicks on your listing. (SEO and PPC are often collectively referred to as search-engine marketing, or SEM.)

Although Google and other search engines have become among the most popular ways to promote dental practices, many dentists have grown frustrated by how frequently Google changes the algorithm it uses to determine which websites to list first. Google changes the algorithm multiple times per year and this results in thousands of websites being penalized by Google because of their SEO practices.

I recently had the opportunity to host Grace Rizza of Identity Dental Marketing for live training about dental-practice marketing in my Free Dental Marketing and Profits Facebook Group. Grace helps dentists develop custom marketing plans and runs SEM campaigns for dentists. Although change can be frustrating, Grace explained, there’s no reason to fear Google algorithm changes. In fact, Grace revealed that she’s never had a client penalized by a Google algorithm change in all her years of helping people.

Here’s what she said you need to know.

How to Algorithm-Proof Your Search Engine Optimization

One myth about Google algorithm updates is that each update essentially resets search rankings, undoes years of goodwill, and buries companies that once enjoyed first-page prominence.

The reality is most Google algorithm updates don’t change too much. Moreover, the updates that significantly change things do so with the goal of returning the most relevant search results.

In practical terms, that means if you’re conducting your search-engine marketing in an ethical way, you’re highly unlikely to notice any meaningful difference when Google updates its algorithm, especially over the long term. On the other hand, if you’re engaging in underhanded techniques designed to manipulate search results, you have reason to be concerned, because Google’s updates are designed to weed you out. Many times, this happens unintentionally, especially with dentists running their own SEM campaigns who unwittingly follow the advice of uninformed or untrustworthy books, blogs, or people.

How to avoid unintentionally violating ethical SEO standards.

Ethical search-engine optimization, or “white-hat SEO,” as it’s referred to in the industry, includes doing things like writing guest blogs and articles for other websites, building quality content on your site that other sites link to, and consistently updating your site with blog posts and other content.

Search-engine optimization that Google frowns upon, or “black-hat SEO,” as it’s referred to in the industry, includes things like keyword stuffing, which involves loading the content of your website with key search terms, or keywords, in an unnatural way to attempt to trick Google into thinking your site is most relevant when people search for those terms. Another black-hat technique includes filling your site with keyword-rich hidden text that visitors can’t see, but which search engines will index.

Here’s why the techniques you use for search-engine optimization matter.

Google algorithm changes

Although many people express frustration with Google’s business practices, it’s important to remember Google’s in business to make money, just like most businesses.

One of the ways it does so is by selling pay-per-click ads to people. Google’s ability to attract more search users makes it attractive to advertising clients. The better it does at ensuring it returns the most relevant search results, the better it will be positioned to make money.

Because of that, the best way to protect yourself from algorithm updates is to create a robust digital imprint that accurately represents your practice to the world. Reputable search-engine-marketing companies can help guide you, letting you know what keywords to focus on, what content to include on your site, how to get guest-blogging and article-contribution opportunities, and more, in order to naturally rise up in Google’s search results.

On the other hand, be wary of black-hat SEO techniques, either on your own or with a search-engine-optimization company. Be careful who you take advice from when it comes to search-engine optimization.

Are you positioned to withstand the next Google algorithm change?

Google algorithm changes image

Have you been penalized by a Google algorithm change? If so, it’s possible you intentionally or unintentionally engaged in search-engine optimization techniques that Google frowns upon.

Making sure your search-engine optimization is consistent with what search engines such as Google consider ethical is the best way to protect yourself against algorithm changes.


While Google’s search algorithm changes can have your office scrambling to keep up, there are simple, proven and effective strategies to keep your practice growing and your marketing effective. And over 300+ practices have experienced these strategies in our Marketing & Practice Growth Challenge. If you recognize the importance of having marketing that will work for you, and you want a simpler strategy than keeping up with Google, now is the time to save your spot here for just $47. Plus get 20% off when you use the code CHALLENGE at checkout!

7 Tips to Supercharge Your Dental Practice Website  

Your dental practice website is an online window into your dental practice’s brand. If it’s old and clunky, people will think your practice is old school. If it’s simple, clean, and mobile friendly, people will think your practice is modern.

In dentistry, one of the worst things patients can think about you is that you’re old school. They associate old school with pain and displeasure, and nobody wants that from a dentist. If it’s modern and full of conveniences, people will think of your practice as technologically advanced.

Too many dentists fail to match their website to the reputation they want to build for their practice. Some dentists’ websites are generic sites or sites they designed just to avoid not having any web presence.

Others may have spent thousands of dollars on their sites only to see their practices evolve away from what the websites projected about them.

If this happens to you, patients won’t know what your practice is all about and why they should choose you as their dentist. To avoid this, it’s important to make your website an extension of your practice’s brand. This will attract your ideal patients to you because they will see exactly what your practice is about. Equally as important, a website that accurately reflects what your practice is about can also deter patients who are looking for a different type of practice from coming to you in the first place, thus reducing your risk of having an unsatisfied patient.

Here are seven tips to supercharge your dental practice website!

1. Plan before you change or build your site.

Before you spend one penny building a website or revamping an existing one, decide what you want people to think of you when they get to your site. After deciding what impression you want people to have about you, create a visual representation of it, selecting fonts, features, and colors that will make your site match your vision.

If you need inspiration, look at other websites that project the same look and feel you want to project, or reach out to colleagues or designers for help. Your website needs to present a look, feel, and approach that’s consistent with all of your online and offline patient interactions.

2. Use custom photos.

Stock photos are very inauthentic and make you look old school and out of touch. Use pictures of real people for your website. Include pictures of you and your team. Post pictures of happy patients. Use pictures of your office and your equipment. Avoid stock photos at all costs.

If your budget is tight, use a quality smartphone or have a friend come by to take pictures. As your budget allows, bring a photographer in for a fun photo shoot with your team, and make a great team-building day out of it!

3. Build your website based on what you want for your practice over the long term.

What kind of practice do you want three years from now? What type of patient mix do you want in the future? If you want big cases, highlight your ability to handle big cases with care.

If you’re looking to add services, include the services you want to add on your site so people will begin asking about them. If you’re looking to build a high-end practice, make sure your website projects a high-end look and feel.

No matter what you want for your practice, make sure your website matches what you want to build for the future, so you can start attracting patients to match your vision now.

4. Make sure your website looks great and functions well on any device.

People will interact with your website on many devices, from desktops with big screens to laptops, tablets, and smartphones of all different sizes. Your website needs to be “fully responsive,” which means it will automatically adjust its layout to look great and function well on any device. Almost every web designer will be able to do this for you.

5. Make sure your website has your contact information prominently displayed.

There are few things more annoying to patients than having to search for your contact information. Make sure your contact information and active social media accounts are prominently displayed on every page, so people can get in touch with you the moment they decide they want you to be their dentist.

6. Get custom design.

If you plan your website well to match the practice you are building for the long-term, consider getting your website custom-designed and built to your vision. This helps you project the uniqueness of your practice and helps you avoid compromising on your practice’s digital footprint to fit a generic website template.

7. Include calls to action.

What do you want people to do when they come to your website? Do you want them to make an appointment? Do you want them to contact you by email to communicate instead of calling? Do you want them to start chatting with you through Facebook Messenger?

Whatever you want, include that as a prominently-displayed call to action.

For example, you may want to have in your header a call to action to schedule an appointment online. If you’re looking to build a high-end practice, you might include a button in your header that reads “Experience the VIP Treatment You Deserve” that opens up a window to schedule an appointment.

You may also want to integrate Facebook Messenger as your preferred contact method on your contact page because it can be easily automated to answer frequently asked questions. It can even collect contact information and let people know someone will contact them to answer questions the automated process can’t answer. If that’s the case, you might include a prominent “Chat Now With Facebook Messenger” button, either at the top of your “Contact Us” page or even on every page to encourage people to connect with your practice.

Does your website match the brand you want for your dental practice?

If your website doesn’t match the image you want for your practice, take some time to walk through these seven tips to start improving it today. If you want more help, check out the team of expert coaches, training, and resources we offer in our signature Delivering WOW Platinum Mastermind Program.

You can also join thousands of other dentists helping each other in my Free Dental Marketing and Profits Facebook Group!

Dental SEO: The Next Era of Marketing for Dentists. Publish or Perish

It’s been said that marketing is everything.  If that’s true, clinical skills, social skills, and marketing skills traditionally thought as compartmentalized are slowly giving way to each other.  I believe that in the next 10-15 years we will start to see a whole new kind of dentist become wildly successful.

What kind of dentist is poised to succeed?

The dentist who can start to think of herself in an entirely new way.  The dentist that values relationships in more capacities than simply face to face.  Where traditional face to face relationships are being supplanted by content-driven experiences.  Social media is an example of one such model that has changed the way we build relationships between brands and consumers.  The quality of content you publish impacts how much of a connection prospective patients will have with your brand.

Just as the telephone changed the way people communicate, so have other technologies.  Texting is a major disruptor.  Would you have ever guessed 20 years ago that you’d be using software to auto-remind your patients on little mobile devices that their cleaning is tomorrow?

But that’s not all…

We’re heading into a new era of dental marketing.  I’m talking about a tectonic shift in the way people decide if you’re the dentist for them.  One where knowing how and why people choose a dentist is something you absolutely must understand.  Discussions about publishing content which changes the way patients feel towards you will take over the myopic SEO, PPC, direct mail, blogging and other alphabet soup topics that dentists have today.  The discussion will revolve around how to create a content-driven experience that attracts and educates patients who come to know, like, and trust you.  The roundtable discussion will involve marketing professionals of all kinds, and the topic will be becoming remarkable.

What’s one thing you can count on, if you take this approach?

You’ll rank higher in search engines, if you have the right strategy.  And knowing how to do dental SEO doesn’t need to be overwhelming.  A step by step strategy must be formed, and that starts with going from a reader of articles, to a publisher of articles.  The next era of dental marketing is simple: publish or perish.

The first step:

Find opportunities to publish on other people’s platforms.  They’ll appreciate the content you provide, as long as it benefits their audience.  This can be specialists you refer to, other business owners in your neighborhood that know you, friends with relevant blogs, and editors at local media outlets.

The next step:

Create the content, or hire someone to help you.  Even if you’re not a writer, you can verbally explain a few concepts to a professional writer.  A great writer, photographer, podcaster, or video producer will be able to take clinical-speak and technical details and form them into an engaging story or catchy, informative article.

The final step:

Earn a link from this person you offered content to.  This video from Google’s Webmaster Tools Spokesman Matt Cutts explains that Google views a link from a credible source can improve your Google rankings:

Click here to watch the video

The more useful information you publish on other’s websites, the more often you can earn links.

What it means to your new patient flow:

SEO isn’t the only way you’ll attract new patients doing this.  You will also develop an audience on that platform.  One that you can eventually bring back to your blog, when you’ll begin to receive offers from guest bloggers.  Just like Facebook ads can help you draw an audience back to your website, this is one more audience you can persuade to hop into the virtual version of your dental office.

Inertia will ensue, making you the go-to informational resource that every winning dentist will strive to be.  If you can be the one dentist in your community to pioneer this approach, you’ll be much more likely to take the lead as the informational resource you need to be.  And it may be one of the few ways you can actually stand out from corporate dentistry.  Publish or perish.


Justin Morgan is an dental SEO Expert who helps dentists stand out through telling a unique story.  He is the Author of The Book on Dental Marketing, set to be released January 1st, 2017.  He can be found at

How To Create a High Converting Website with Rusty Curtis

Rusty Curtis is the Founder and president of DentalCMO, a web marketing company.  Rusty Loves enabling quality dentists to effectively market their practices, but what I love most about Rusty, is that he really gets how your website must evoke emotion, and tell your practice’s story.

In this episode, Rusty shares:

  • Which mistakes he sees dentists making when it comes to their websites
  • What makes a great dental website
  • How dentists can use their websites to share their practice’s story and build their brand

Rusty also discusses the importance of having unique content on your website, and what it takes to get your site ranked high on Google, Yahoo and Bing. We also discuss the importance of online reviews in terms of SEO, and what happens if you get a negative review.

Links in This Episode:

Dental CMO: Save 41% Off Your New Website by mentioning the Delivering WOW Podcast offer!

How To Create a Great Dental Website with Jeff Gladnick

Jeff Gladnick is the Founder and President of Great Dental Websites (GDW), a dental focused local marketing company. Jeff started GDW in 2007 to help his father and other relatives (he has 7 dentists in his family) create effective dental websites for their practices. He created a publishing platform to enable Dentists to successfully market themselves to potential patients in their service area. GDW has since evolved into a full-service online marketing agency which has worked with over 400 clients in 3 countries.

Jeff has over 15 years in marketing & software engineering, particularly in the development of content management systems and publishing systems. Prior to founding GDW, Jeff worked on projects for companies such as Adobe, The Gap, D&B, and Taylor Farms, and others.
Jeff has a degree in Electrical & Computer Engineering from Rowan University, holds a US patent (US20040000529), and resides in Denver, CO with his wife and 2 children.

The number one reason to have a website is to attract new patients. A website should also serve as a resource for current patients as to refer people to your practice.  One of the most important steps in building a great website is to know your ideal audience. This allows you to better serve them. What’s most important is sharing yourself, your personality. Share your culture on your website, share your practice’s story through your website. Share before and after pictures. That’s what people connect with.

When creating your website, decide what type of practice you want to be and present that on your website as well as on social media.

To get your social media right you have to get your website right.  Cookie cutter websites don’t cut it. It’s also very important to keep a consistent branding on your website, on social, and in your practice.

Here’s What Makes a Great Dental Website:

·      A Customized design that is unique to the practice

·      Posts that allow site visitors to emotionally connect with your practice

·      The website should be responsive for mobile

·      It should have a quick button for people to contact you

·      It should have unique content and copywriting

·      It should share the office philosophy

·      It should provide value

·      It should have video integration

·      It should have your before and after pictures

·      It should never have duplicate content from other websites

·      It should have a map and directions


Here are a Few More Tips to Use in Your Website Design:

·      Great introduction copy

·      Create a call to action

·      Place your phone number on the top right

·      Use horizontal navigation

·      Use legible font

·      Never have a black background with white text

·      Use unique pictures of you practice

·      Feature your services

·      Have a commonly asked questions section

·      Have a contact form on every internal page


Links In The Episode

Google My Business

Local Med

First Available


Recommended Reading

Delivering WOW: How Dentists Can Build a Fascinating Brand and Achieve More While Working Less

Maverick: The Success Story Behind The World's Most Unusual Workplace


What's Next

Join My Free Facebook Group

Learn More About My Facebook Course- “7 Simple Strategies to Getting Your 1st (or Next) Thousand Likes on Facebook”



SEO and Online Reviews with Stephen Christopher

Stephen Christopher is the founder of Seequs Marketing Technologies, a web marketing firm designed to help business owners achieve results they never thought possible. Before starting Seequs, Stephen started and ran several other award winning businesses. One of which was a mortgage company from 2004 – 2008. With the crash of the mortgage industry in 2008, he learned what its like to go from being profitable to being over $100,000 in debt overnight. From this failure, he learned more about business than any school or program could ever teach. Since then he has become an avid student of personal and business development and enjoys helping business owners learn how to create happiness in their life and wealth in their companies. He is an influential public speaker on personal development and is the host of the Business Revolution Podcast.

In this Episode of the Delivering WOW Dental Podcast, Stephen and I discuss SEO and Online Reviews.  We discuss which content is best for SEO, why online reviews matter, and how to get 5 Star Reviews.  Stephen discusses why SEO is so important in the dental industry as well as what to do if you get a poor review. Stephen discusses the 3 top review sites that all dentists should focus on as well as top strategies to get to the top of the Google listings.

Make sure to Download the FREE Guide which accompanies this episode:

Links in this Episode:

Seequs Marketing

Free Website Analysis-  Get a quick and instant report to improve your SEO The #1 App that I use to listen to books while in the car or on the go

Join out FREE Facebook Community to take your practice to the next level!


Recommended Reading from Stephen Christopher