a picture of tooth and a dental mirror


SEO or Search Engine Optimization is integral to a robust online marketing campaign. SEO optimizes your website to appear in the “organic results” section of Google’s Search Engine Results Page (SERP). Organic results are different from paid results. Paid results use paid ads to generate traffic to your website.


Many elements go into a successful homepage. However, this article focuses on just one of those elements: content. Also known as “copy,” content refers to anything you communicate to your visitors via words, images, or other forms of multimedia, like videos.

Content is especially important to your digital marketing campaign. Having the right content on your homepage captures the interest of your visitors. Content also helps your website show up on the search engine results page (SERP.)

This article explores what topics to cover on the homepage of your dental website. These topics reflect people’s main concerns or questions when searching online for dental-related queries. These topics also include the most searched keywords related to these queries.


“Keywords” or “key phrases” are search terms people type into their search engine (Google or Bing.) Search engines then provide a list of websites that seem most relevant to the user’s search term. Search engines scan website content for keywords to determine which website is most relevant. If your content contains the keywords users search with, the search engine may list your website on its results page. Once listed on the first SERP, your website will generate organic traffic (free clicks to your website.)


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When someone clicks on your homepage, you have seconds to capture their attention. Therefore, it is important to address people’s most common concerns when searching online for a dentist. Address these concerns in your content immediately. Start with the most common concern or question and work your way down.

Remember, people who search for a dentist online may have different concerns than your patients who find you via traditional marketing (i.e., billboards, radio, mail, or personal referral.)

With over ten years in dental marketing, Medstar Media knows what online consumers want most.


Starting with the most common concern and working our way down, these are the top 5 things your online visitors look for once landing on your website’s homepage. Also included are the top searched keywords (based on 2022 data) for each topic.

5 Most Common Concerns When Searching Online for a Dentist

Location The internet replaced the yellow pages. People now go online to find a dentist near them. This is true for all industries. 46% of all search queries have local intent. Add your location in the header at the top of your homepage.

  • On average, people Google “Dentist Near Me” 1.8 million times each month in the US. “Dentist near me” is by far the most popular search term in dental SEO. In contrast, the super general search term “dentist” receives 1.5 million searches a month (18% less than “dentist near me.”)

Family-Friendly Dentists – One of the main reasons people search for a dentist online is to get dental care for their child. It is important to mention that your dental practice specializes in treating children.

  • On average, people Google “pediatric dentist” 165,000 times each month in the US.
  • Secondary keywords (another important part of dental SEO) include:
    • “children’s dentist near me,” which gets searched almost 50,000 times each month
    • “family dentist near me,” which receives 22,000 searches each month

Emergencies While many people still find their dentist via referrals from friends or family, when someone has a dental emergency, they go online. If you offer urgent dental care or emergency dentistry, mention this in your homepage content.

  • On average, people Google “emergency dentist near me” 165,000 times each month in the US.
  • Secondary keywords about this topic include:
    • “emergency dentist,” which garners 110,000 searches each month
    • “urgent dental care,” which sees 22,200 searches each month

Insurances and Financing – people want to know if a dentist accepts their dental insurance. People also want to know if a dentist will still treat them without insurance. When searching online for this common concern, people often use the key phrase “dentist” + “[the name of their insurance]” (i.e., “dentist Medicaid.”)

According to Market Watch, the top 5 dental insurance plans in the US are:

  1. UnitedHealthcare
  2. Cigna
  3. Delta Dental
  4. Humana
  5. Renaissance

If you accept one of these five insurances, list it on your website. Remember, dental insurances vary by locality.

  • List all dental insurance plans your practice accepts.
  • Also, mention any payment or financing options your practice offers to individuals without dental insurance. This includes specials and in-house dental plans.

Sedation The potential for pain and discomfort are major anxieties for people in need of dental care. Prospective patients want to know that you value their comfort. Address this concern in your content.

  • Mention that you are a “gentle dentist.”
  • List the sedation and pain management options you offer. This is especially important for parents looking online for a pediatric dentist.


After addressing these five concerns, list some of the common dental services you provide. List each one using a header tag and write a summary of what the service does.

Starting with the terms that get the most search volume:


  • “Invisalign” receives, on average, 450,000 Google searches, per month, in the US. This is the most searched dental service online. If you offer Invisalign, mention it.
  • Medstar Media specializes in Invisalign advertising. Learn how to boost your sales with more Invisalign patients by scheduling a free consultation with Medstar Media.

“Root Canal”

  • “Root Canal” receives 246,000 Google searches per month in the US.


  • “Cavity” receives, on average, 165,000 Google searches, per month, in the US.
  • Related search terms include “dental crown,” which receives 60,500, “tooth cavity,” which receives 40,500 searches, and “tooth fillings,” which receives 33,100 searches each month.

“Dental Implants”

  • “Dental Implants” receives 165,000 Google searches per month in the US.


  • “Dentures” receives, on average, 90,500 Google searches, per month, in the US.

Specialties like “endodontist,” “orthodontist,” or “periodontist.”

If you have a specialty, mention it with your other services in your homepage content.

  • “Orthodontist” receives, on average, 450,000 Google searches, per month, in the US.
  • “Endodontist” receives, on average, 165,000 Google searches, per month, in the US.
  • “Periodontist” receives, on average, 110,000 Google searches, per month, in the US.

“Dental Bridge”

  • “Dental Bridge” receives 49,500 Google searches per month in the US.


Once you have addressed the top concerns and covered your dental services, add biographical information that sets you apart from the competition.

  • Expertise: Talk about why you are a good dentist and why your patients love you. Better yet, offer your visitors some social proof with patient testimonials.
  • Technology: List any state-of-the-art equipment and techniques you incorporate into your dental practice.
  • The Office: Talk about how relaxing, comfortable, and family-friendly your office is. Also, mention your address and provide helpful information for finding your office. Your patients will appreciate it, and listing this information in your content will help you rank higher in local SEO.
  • Call to Action: Tell your visitors what step to take next and how to do it: They should contact you via online form, email, or phone.


Being a dentist is hard. You got enough things on your plate. Outsource your digital marketing to Medstar Media. We are pros at advertising for dentists and writing professional, high-converting content.

Schedule a free consultation to learn how you can attract more patients online. Reach out to us by:


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SEO or Search Engine Optimization is integral to a robust online marketing campaign. SEO optimizes your website to appear in the “organic results” section of Google’s Search Engine Results Page (SERP). Organic results are different from paid results. Paid results use paid ads to generate traffic to your website.

What is organic traffic?

They call it organic because organic traffic isn’t bought, unlike paid ads. It is earned. Google awards organic rankings to websites that provide the best experience for its users. Google is incredibly particular in its ranking algorithm for websites that offer medical or wellness treatments.

Medical websites must demonstrate expertise, authority, and trustworthiness (EAT). The best way to do this is with great content. Text and media must:

  • Educate the reader
  • Address the user’s search query
  • provide authoritative information about services the business offers

The more quality content a website has, the more Google sees the website as “trustworthy.”


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When is SEO critical?

Paid ads are a great way to become visible online immediately. SEO is more of a long-term strategy. However, ranking organically is especially important for certain businesses. If you are marketing a service that cannot be advertised with paid ads (like PRP or Ketamine treatments) or you’re competing in a saturated market (making paid leads very expensive,) SEO will be your best converting, least expensive, and most enduring marketing channel.  

Why a Blog is the best place to start?

One of the best ways to optimize your website for ranking organically with Google is a blog. A blog is where industry leaders publish educational articles on their websites. These articles, commonly called “blogs” or “posts,” typically refer to 500+ word articles that address more nuanced questions your users may have on a certain service or topic. 

Medspa keyword and Key Phrases

While your service page is optimized to rank for the most searched keyword, your blogs are optimized for longer search phrases, also known as long-tail keywords. Long-tail keywords are typically three words or longer.

 While long-tail keywords are searched less often, they also have less competition and address the questions of consumers who are further down the sales funnel. Examples of good blog topics include:

  • [SERVICE] near me”
  • “[SERVICE] before and after”
  • “How much does [SERVICE] cost?”

KNOW YOUR AUDIENCE: You are a medical professional, and you’ve been trained to write like one. However, to write blog content that converts, you must adapt your writing for your audience.

Your aim is writing at an 8th-grade reading level. Brevity and simplicity can be very challenging and time-consuming. As the famous philosopher Blaise Pascal famously wrote: “I would have written you a shorter letter, but I didn’t have time.

Check the readability of your content here:

RESEARCH KEYWORDS: Content must be written around keywords. Google’s search engine matches a user’s search query with content that best addresses the question.

While your service page is optimized to rank for the most searched keyword, your blogs are optimized for longer search phrases, also known as long-tail keywords. Long-tail keywords are typically three words or longer. While long-tail keywords are searched less often, they also have less competition. This makes search phrases easier to rank for than search terms consisting of one to two words.

Do not underestimate the benefit of ranking for long-tail keywords.


For example, in 2021, our client, SKINNEY Medspa, generated nearly 30,000 organic clicks to their website for a single blog I wrote then in 2018 using the key phrase “different laser hair removal systems.”.

For the blog, I wrote them using the key phrase “medspa etiquette on tipping,” SKINNEY Medspa generated 29,000 clicks. I wrote this blog in 2015, and it continues to bring in tens of thousands of website visitors each year.


Another Medstar client, Julia Edelman MD, is a great example of how SEO can work for practices located in smaller markets. In 2021, Dr. Edelman had a fantastic year with unprecedented growth. The biggest source of her leads was organic. Blogs brought in 75% of her traffic. Paid search, in comparison, brought in 16%.

Dr. Edelman’s best ranking blogs:


/Emsculpt-for-diastasis recti



Another client, the MedspaMD, received over 14,000 organic visits from the blog we wrote on “how to lose belly fat,” and 11,500 clicks for an article answering the question “how long does CoolSculpting last?

Blogs generate clicks. A lot of clicks…

Blogs bring in traffic. Some blogs bring in a lot of traffic. And remember, organic traffic is free. Think about how much it would cost SKINNEY Medspa to generate 30,000 clicks using paid ads for laser hair removal. Think how much it would cost the MedspaMD to generate 14,000 clicks using paid ads for CoolSculpting.

SEO, when done right, generates unparalleled ROI.

But that’s not all. In addition to bringing in more website visitors, SEO helps you interact with your consumers and establish yourself among the competition as an authoritative source and industry expert.

But Blogs aren’t everything

While an integral part of SEO, blogs are not the only thing necessary to optimize your website to rank organically. Other crucial components for good SEO include:

Inbound links come from other websites or online platforms that link to your website. Google sees inbound links as great indicators for authority. If other sites are linking to you, it must mean your website is a trusted authority within the industry.

Websites require good design and development. Good schema and layout will help Google’s search bots discover your website, which helps your rank in organic search results.

A user-friendly design ensures your web pages load quickly and visually appealing to users.

Lastly, local SEO is quickly becoming a prominent way to become visible online. Local intent makes up nearly 50% of all search inquiries.

Showing up in local search results is the best way to find consumers who live in your area and actively search for your services.

Good Local SEO requires:

  • A robust Google Business Profile
  • Location indicators strategically placed within your website’s schema
  • Business listings in local and industry directories
  • Listing on Google maps
  • Google reviews (you need 40+ 5-star reviews)

Medstar Media Knows SEO

Medstar Media offers a comprehensive SEO package that provides your business with the vital components it needs to rank organically, generate free traffic, and convert more leads.

To set your business up with a great SEO strategy, our packages include:

Content Generation: We research industry trends and keyword data to discover the best topics to write about. We then write 2 (500+) word articles and post them to your blog page.

On-Site SEO: Each month, we provide 2 hours of onsite SEO to ensure your website loads quickly and is best optimized to rank in search engines.

Link Building: We help your website generate links by creating press releases and hiring industry influencers to write about your services and link to your website.

Local SEO: We create, optimize, and manage your Google Search Profile. We list you in over 30 directories, claim your listing on Google Maps and optimize your website for local SEO. In addition, we’ll teach you how to generate more positive reviews.

Reporting: We keep a close eye on your SEO campaign using several tools and platforms, including Google Search Console, Google Analytics, Bright Local, SEM Rush, Agency Analytics, and more. Each month, we report on your progress and provide insights into your overall SEO campaign.


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CoolSculpting FAQ

CoolSculpting Marketing:

A CoolSculpting FAQ page is a great digital marketing strategy. FAQ pages answer frequently asked questions. If you are a CoolSculpting provider and marketing your practice online, discover why a CoolSculpting FAQ page is a great asset to your website.


CoolSculpting FAQ pages provide two distinct advantages to your practice. First, your FAQ page provides a great resource for website visitors. Many prospective clients have questions about the CoolSculpting procedure. By providing answers, you inform your readers, distinguish yourself as an authority on the topic, and build consumer confidence.

Secondly, FAQ pages are a wonderful way to improve your online visibility, bulk up your website, and help SEO.


The format of FAQ pages makes them ideal sources for Google to draw a featured snippet from. Featured snippets display a brief excerpt from a webpage. Featured snippets provide quick and convenient answers to a user’s query. If users wish to learn more, they click on the featured snippet’s link. That link leads to the source of the information (your FAQ page.)


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Google places featured snippets in a few places:

  1. at the top of the results page (the most coveted real estate in online marketing)
  2. below the paid ads, above organic results
  3. within the “people also ask” section
  4. within the knowledge panel

These snippets are often placed at the very top of the search engine results page (SERP), above the ads and organic results. Thus, featured snippets are a terrific way to secure free online visibility.

In addition to having an answer displayed as a featured snippet, the FAQ format makes your content ideal for voice searches. According to the latest stats from Google, voice searches account for 27% of all online searches.

Google screen shot of Coolsculpting FAQ


To create a great CoolSculpting FAQ page or an FAQ page for any of your aesthetic services, follow these tips:

Find out what questions people are asking. Start with your own practice. What questions are you commonly asked when someone calls about CoolSculpting, asks during a consultation, or asks while undergoing the treatment?

Once you have your list, expand it by performing some online research. Look at the “people also ask” section for a list of popular long-tail search queries.

As of 2022, the top search queries for CoolSculpting are:




What is the cost of CoolSculpting?



Does CoolSculpting work?



What is CoolSculpting?



Is CoolSculpting safe?



What is body sculpting?



Does CoolSculpting hurt?



Does CoolSculpting last? /

Is CoolSculpting permanent?



Is CoolSculpting worth it?



Most featured snippets range between 40 and 50 words (between 270 and 370 characters.) Keep your answers within this length range.

Make your answers straight to the point. Use the inverted pyramid model employed by a journalist. Start by providing the answer first (what the user wants most) and then add supporting details.

You don’t need to answer all your questions at once. Continually bulk up your FAQ page by providing a few new answers every month. This will help your SEO and will eventually give your website a robust FAQ page.

It’s easy to copy and paste content from other websites, but Google won’t reward your site for plagiarized content. In fact, your website may be penalized for taking content from other websites. So, make sure you write your own answers.


Check out this FAQ example to get a feel for writing answers for CoolSculpting’s most frequently asked questions.

CoolSculpting, also known as fat freezing or cryolipolysis,  is a non-invasive fat reduction treatment. It eliminates stubborn fat cells that resist diet and exercise by freezing the fat cells to death. People choose CoolSculpting to reduce fat without surgery or a lengthy downtime.

Cool Sculpting is the world’s most popular non-surgical fat reduction treatment. It reduces stubborn bulges by freezing fat cells to death. Studies show that one Cool Sculpting treatment can reduce fat by 25%.

Fat freezing – also known as Cryolipolysis – refers to the body contouring procedure known as CoolSculpting. CoolSculpting literally freezes fat cells to death using precisely controlled cooling. CoolSculpting is the only FDA-cleared treatment that uses cooling to reduce unwanted fat.

Cryolipolysis is a scientifically proven procedure that uses controlled cooling to freeze unwanted fat cells to death. CoolSculpting is the only FDA-cleared body contouring treatment that uses cryolipolysis to reduce unwanted fat.

CoolSculpting prices depend on the area treated and the number of sessions required. A CoolSculpting session typically starts at $600 to $750. However, most patients require more than one session. Larger treatment areas (the abdomen) cost more than smaller treatment areas (the chin.) On average people spend $1,500 to $4,000 on CoolSculpting treatments.

CoolSculpting cost varies per patient. Sessions typically start at $600. Most people need several CoolSculpting sessions for optimal results. On average, people spend $1,500 altogether on the CoolSculpting procedure.

CoolSculpting is scientifically proven to be very long-lasting. Once fat cells are eliminated, they cannot grow back. This results in long-lasting fat reduction results. Patients should maintain healthy lifestyles to avoid gaining weight in regions surrounding the treatment area, obscuring CoolSculpting results.

Yes, CoolSculpting works. It is FDA cleared and scientifically proven to be safe and effective. One study found that a single CoolSculpting treatment can reduce fat by 25% at the treatment site. However, optimal results depend on appropriate patient selection.

CoolSculpting is considered a relatively tolerable treatment. During the first few minutes of the treatment, patients may experience a tugging sensation and a feeling of intense cold at the treatment site. However, the area quickly becomes numb. After the treatment, the technician massages the treated area for two minutes. Some patients find this uncomfortable.

Most patients find the CoolSculpting treatment tolerable. The treatment is cold, but the only thing that will freeze is your fat cells. Some patients complain about the two-minute message that follows a CoolSculpting treatment. Afterward, the treatment area may be tender for the next several days.

CoolSculpting does not hurt, but it is cold. The cold feeling eases once the treatment area becomes numb, which typically takes 5 minutes. After treatment, the area is massaged, which some patients may find uncomfortable as the feeling comes back to the treatment site.

No, you can not freeze your fat at home. DIY CoolSculpting or CoolSculpting at home is dangerous and ineffective. Ice packs cannot reduce belly fat or other fat bulges. Placing ice packs on your skin will not freeze fat bulges, but it can freeze your skin leading to thermal injury.

No, icepacks do not reduce belly fat or any area of fat. DIY fat freezing or CoolSculpting at home is ineffective and can lead to severe injury. The only way to successfully freeze your fat is with a legitimate CoolSculpting treatment from an authorized provider.

Liposuction removes more fat than CoolSculpting,  but Liposuction is invasive. It requires surgery, general anesthesia, and a lengthy recovery time. CoolSculpting is non-invasive. It is better for spot-reducing isolated bulges of fat. It is ideal for people who want to reduce fat without surgery or lengthy downtime.

CoolSculpting is not a suitable option for everybody. It is intended for healthy men and women who diet and exercise but still struggle with stubborn bulges of isolated fat. CoolSculpting is not a weight loss treatment or a cure for obesity.

Determine if CoolSculpting is right for you by scheduling a consultation with a CoolSculpting provider. The treatment works best on isolated bulges of pinchable fat. It is intended for healthy adults who struggle with stubborn fat deposits that resist diet and exercise.

People typically begin to see their CoolSculpting results within 8 to 12 weeks after their treatment. Some patients see results even earlier. Fat reduction may continue for up to 6 months following treatment.

CoolSculpting results take several weeks to manifest. Most patients see results within 8 to 12 weeks and continue to see a fat reduction for up to six months following the fat freezing procedure.

Yes, CoolSculpting works on arms. The FDA recently cleared a CoolSculpting applicator specifically designed to reduce upper arm fat, also known as bat wings.

CoolSculpting is not a weight loss treatment. It is a fat reduction treatment. Unlike weight loss treatments that shrink fat cells, CoolSculpting eliminates fat cells via a process known as cryolipolysis. This results in visible reductions in fat.

CoolSculpting is FDA cleared and scientifically proven to be a safe and effective method for reducing fat. Adverse side effects are rare. The best way to ensure your safety is to choose a reputable medical spa with a certified and experienced CoolSculpting provider.

The CoolSculpting machine is calibrated for the optimum temperature for freezing fat cells. The CoolSculpting applicator chills a bulge to 4 degrees Celsius (39 to 41 degrees Fahrenheit)  just above freezing.

The CoolSculpting machine exposes bulges to temperatures just above freezing at 4 degrees Celsius (39 to 41 degrees Fahrenheit). This is the optimum temperature for freezing subcutaneous fat cells.

CoolSculpting treatments expose bulges to 39 to 41 degrees Fahrenheit (4 degrees Celsius). This temperature, just above freezing, is the ideal temperature for freezing fat cells. Any colder and the chilling may damage the skin. Any warmer and the temperature will not freeze fat cells.

It depends on your expectations. CoolSculpting is not intended for weight loss or reducing a lot of fat. CoolSculpting is designed to reduce isolated fat bulges, like belly fat or love handles. When patients complete the prescribed treatment plan, satisfaction rates are high.


If you are running a CoolSculpting practice, you may not have time to write your own FAQ page. Fortunately, the SEO department at Medstar Media are pros at writing CoolSculpting content. Reach out to us to learn more. Fill out the contact form below, send us an email, or call us at (801) 890-3847.


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