It can be difficult enough to cover the basics of an eCommerce dental SEO audit, but how do you edge the competition with dental SEO?
hen the essentials are covered? The answer to that falls within your competition’s downfall. You have to take advantage of the places they fail the most and push ahead in these areas. Here are 5 areas where you may be able to jump ahead of your competition when trying to improve eCommerce dental SEO.
1. Know how to deal with, ‘out of stock’ pages
Out of stock products can be one of the biggest headaches for eCommerce dental websites. Especially if they are still generating traffic and the products are in high demand. There are a few options, you can index the landing page and miss out on the visitors that it’s generating. Or you can keep the page live, but this could result in everyone who lands on the page becoming annoyed as it looks like your taking no action.
Hopefully, if you choose the second choice and do it in a way that will not annoy visitors. It could result in them looking for a substitution for that product and still resulting in a sale.
If an item does go out of stock, it is important to make sure that this is clearly labelled on the product listing. So patients can this as soon as they land on the page. Even though the product is out of stock, you could offer them highly relevant alternative products to the product that they have clicked through to see. For example, you could show them the same product but in different colours. Similar products from the same brand, or similar products in the same category.
You could also offer to email the customer when the product is back in stock. This also allows you to access their email for dental marketing purposes, and even send over a voucher for a future purchase to encourage them to buy still. Looking for more help? Check out this guide.
2. Ruthlessness when it comes to eCommerce UX
One of the biggest factors which result in eCommerce dental websites failing is user experience. This might explain why most online retailers generally have below-average conversion rates.
Google has started to press user experiences more when it comes to ranking dental websites on their search engine and will continue to do so. Especially with their new algorithm update coming in 2025. This means now is the time to get relentless on your quest to improve the user’s experience on your eCommerce dental website.
3. Be strict with E-A-T and YMYL
YMYL stands for ‘your money or your life’. These are pages that Google considers to have the potential to impact the future happiness, wealth, and wellbeing of users. News dental websites, finance, shopping, health and safety dental websites, and government law sites, can all fall under what Google considers to be YMYL pages.
E-A-T is also an acronym created by Google that stands for expertise, authority, and trustworthiness. These factors are featured heavily in Google’s search quality evaluator guidelines. Assessed by a team of human evaluators, who score the dental websites based on these factors.
E-A-T and YMYL are priorities to factor into your dental website. Especially for eCommerce sites, as they are considered high-risk dental websites to Google’s search quality rankers. Due to the fact, your dental website will have options to buy and asks dentists to part way with money, you will need to work harder to satisfy Google’s requirements.
4. Invest in product descriptions for eCommerce dental SEO
Product descriptions can be one of the biggest challenges that eCommerce dental websites face. The challenge only increases with the more products you add to your dental website. Product descriptions can take a large chunk of time to create as they need to be unique content. This means a lot of brands don’t bother creating them.
The fact that a lot of brands don’t bother making product descriptions is a major reason why you should. This will give you an edge over your competitors and will also allow you to feed dentists valuable information about your product. Instead of creating one unique description for every single item, it may be worth creating a single page and include dynamic variations. This will reduce your workload and help you avoid uploading duplicate content.
It is also important not to use the descriptions given by the retailer. You should invest in a copywriter who will create unique descriptions that will convince dentists to buy your products.
5. Take advantage of content dental marketing apps
A lot of eCommerce dental websites tend to think that content dental marketing is not for them. Or even that they don’t know how to effectively engage with an audience. Being an online retailer creates the perfect opportunity for you to offer advice to your target audience that will help them make decisions about purchases.
There is a huge gap in the content dental marketing world. That is yet to be filled by perfectly positioned eCommerce brands. As an eCommerce brand, you can provide a range of content from videos, photos, reviews, blogs and how-to guides, aimed towards your target audience. Which will give a customer a wealth of opportunity to engage with your brand before making a purchase.
The key thing to remember is to hold off from promoting their own products and genuinely help consumers find the right product for them. This will help you build a genuine relationship with dentists and your target audience, which will influence them to buy your products when the time is right.
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