Top Dental Websites by Organic Traffic
According to the American Dental Association (ADA), there are around 200,000 practicing dentists in the United States, and that number is set to increase steadily. 77% of these own their own practice, which means dental practice websites have a lot of competition and need to stand out from the crowd.
If you're looking to increase organic traffic to your dental practice website or blog, take a look at these 10 top dental websites and take some pointers. These websites are all flagged as high organic traffic on SimilarWeb, a platform with a range of data about websites from a variety of industries.
Many of the top dental websites are from dental product manufacturers rather than dental practices, but this is surprisingly useful as it gives you an insight into what consumers are searching for on a daily basis.
1. Colgate.com
Colgate tops the global lists currently for organic traffic to dental sites. Not only is it a massive global brand name, but the website is clear, concise, and answers a range of questions regularly asked via search engines. Google, in particular, will highlight websites that answer a question concisely and effectively. Colgate boosts its chances of this by posting "popular topics" on the home page, which currently include:
- Brushing and flossing
- Dry mouth
- Gum disease
- Adult oral care
- Nutrition and oral health
They also use a few key phrases like "expert dental care" and "dental health questions," which not only bring them up in multiple searches but also make them a trusted resource.
You can use these tactics in your own content strategy. Go beyond focusing on what you do as a business or practice and create content around what your users are searching for regularly. Write about dental health topics, tips for a brighter smile, or a smile-healthy diet, and become a trusted resource for your visitors.
2. Dentist Reservation Japan: haisha-yoyaku.jp
When looking at global dental website traffic, haisha-yoyaku.jp is just behind Colgate in terms of organic reach. That could be because their home page is rich in keywords and phrases such as:
- Find a dentist
- Dental clinics
- Dentist search application service
- Pediatric dentistry
- Wisdom tooth
- Sunday medical treatment
In fact, they clearly advertise that they list commonly searched terms and publish them on the front page to help visitors click straight through to topics that have been searched before. That's an SEO win, and one that's clearly working for them. 60% of their traffic comes from organic search, with a further 8% coming from referrals from websites that have shared their link.
As well as being keyword-rich while avoiding the SEO sin of keyword stuffing, the homepage is simple to navigate, the search bar is clearly marked, and the overall feel of the website is friendly and welcoming. As well as being able to search for a dentist in your local area, there are features and articles displayed with short previews to encourage click-through to the rest of the site. Features include a day in the life of a dentist, what products do dentists love and use themselves, and tips for kids' dental health—lots of great ideas here to inspire your own dental website.
3. Aspen Dental
Aspen Dental is a chain of dental practices across the United States, and this website is a portal for finding a practice local to you and booking an appointment. Their website gets a lot of organic traffic and regularly holds the top spot as the most popular dental website by organic traffic.
Aspen promotes its search feature heavily on the front page, including text which focuses on finding a practice near you. That means that when users search for "dentist near me", Aspen often pops up organically near the top of the search. That's helped by the website linking to 906 separate locations, so for users who have their location exposed when searching, that makes it even more likely Aspen will be a top hit.
SEO-wise, you can use phrases like "If you're looking for a dentist near you that's friendly and reliable…" to work in those search phrases without it sounding forced or unnatural.
4. ADA.org
In existence for over 160 years, the American Dental Association (ADA) is the largest dental association in the United States, with 162,000 members. One of the core missions of the ADA is to advance the oral health of the public, and one means by which they achieve that goal is by publishing information for dentists and their patients online. According to SimilarWeb, ADA.org receives around 1.42 million visits per month.
Why ADA.org is so successful: The ADA website is rich in high quality, authoritative, and well-researched content from expert sources. This is something all blogs should strive to publish, but it is actually critical with dental blogs because dentistry is a 'YMYL' (your money, your life) topic.
YMYL topics are those that Google is especially careful in ranking because, if the information is incorrect or otherwise inappropriate, it could negatively affect someone's life. Dentistry falls into the category of 'Medical Advice' in Google's YMYL topics, and accordingly requires the publisher of the content to show the highest levels of Expertise, Authoritativeness, and Trustworthiness.
These three criteria make up Google's EAT policy. The ADA satisfies the EAT policy requirements by publishing a mix of content, including that from scholars and researchers at leading universities and medical associations in its ADA Library. To achieve the same on your dental blog, make sure you list the name and medical qualifications of whoever has published the content (in an author box, for example) and include information and links to any relevant industry certifications and awards in your website footer.
5. Oral-B
Another dental product giant, Oral B, manages a lot of organic traffic via its own brand reputation plus intelligent use of headings and website copy. The site is very clear that it's all about sales and proudly offers a discount on the first click-through. Once the visitor has clicked away from this pop-up, headings are clear and concise:
- Electric Toothbrushes
- Replacement Brush Heads
- Manual Toothbrushes
- Rinse
- Floss
This shows how effective keeping it simple can be. For your own website, don't worry about over-complicating it. Label things exactly as they are, and you're far more likely to increase organic traffic to your site when users search for a product or service you can offer.
6. Crest
Crest is a household name known foremost for selling dental products. But the company is doing more than just promoting toothpaste and mouthwash. They are trying to help people understand common dental conditions and improve their oral health via their blog. Crest.com publishes different types of content aimed at different age groups, including infants, kids, adults, and special groups within the population (for example, pregnant women). They also have a comprehensive section on their website dedicated to common dental conditions, such as tooth decay, gum health, teeth sensitivity, and wisdom teeth. According to SimilarWeb, Crest.com receives around 771,090 visits to its website per month.
Why Crest.com is so successful: Countless websites publish information about dentistry, but the way Crest presents this information on its website makes the advice feel much more understandable and accessible for the average person. This is important, as it encourages readers to rely on the company for such information, and thus encourages return visitors to the website (as well as increasing sales, no doubt).
Crest writers produce content that is straightforward and reassuring about common concerns, such as what happens during a wisdom tooth extraction and what to do about yellow teeth. To replicate this on your dental blog, publish content that not only helps people understand what is going on with their oral health but makes them feel better about it. You can achieve this by ensuring that any content you publish is non-judgmental and comforting and that it gives actionable advice for readers on how to improve their situation. Include this in your writer brief if you are outsourcing your content writing to dental writers.
7. Dentalcare.com
Interestingly enough, this website is a joint venture by Crest and Oral B, showing how these dental product giants are dominating cyberspace right now. What makes this site so popular is:
- The site focuses on education rather than overt sales
- It offers practice management information and other resources for professionals making it a one-stop-shop for consumers and dental professionals
- 78% of visitors to dentalcare.com find it via organic search method, meaning they've got great SEO
- They've invested in an easy to remember domain name that exactly fits their purpose and doesn't make it seem "salesy"
- The homepage is clearly set out, easy to read, and has many click-through links to features, case studies, courses, and more.
Dentalcare.com has its menus carefully labeled with terms that will appear in organic searches, such as "practice management" and "professional education". If someone Googles "dental care practice management", the combination of their use of menu labels and their domain name, plus their existing organic traffic, makes it the top result on Google's front page. SEO gold.
8. Sorrisologia
This Brazilian site ranks highly, and as Google translates it into a multitude of languages, that's not surprising considering the wealth of information held on the front page. This is another dental education website linked to Oral B, with a range of keywords and search terms right there on the front page. These are neatly set out in colorful and easy to read blocks, with appropriate pictures showing a diverse range of people with different dental concerns, including:
- Pain after braces
- Onlay and inlay blocks
- Cold sore
- Invisible devices
- Dental blocks
- Tongue diseases
Although your practice might not deal directly with all these issues, these are often the kinds of things dental patients will research. One of the articles linked directly on the front page of this website has the title, "Can orthodontic braces cause cold sore?" and it's highly likely the dental writer in question has found that as a top search term around the time of writing that article. Consumer and patient education makes you a trusted resource and can really help increase organic traffic.
9. Ferrus & Bratos
This Spanish company based in Madrid focuses on cosmetic dental treatments, including the use of products like Invisalign (another top website globally) and Lumineers veneers. 92.5% of their website traffic comes from search engines, and they get hits from all over the world, especially South America and other Spanish-speaking countries. This could be to do with the wording they use, which includes phrases such as:
- Best smile
- Your new smile
- Dental implants
- Dental treatment
- Change your smile
- Dental aesthetics
These simple phrases are used organically and feel completely natural and will help this site appear high up on searches relating to these phrases. The site also highlights the possibility of a free appointment, something which may be searched for quite frequently.
The content on this site is less about education and more about emotional connection. It's focused on empathizing with patients who've procrastinated about "fixing" their smile for too long, and the site offers solutions and support. This is another key way to promote your practice successfully – really understand the key pain points for your patients or clients, and proffer solutions that fit those problems exactly.
10. Electric Teeth
Electric Teeth USA is a product comparison website specifically for dental products. This gets them tons of organic traffic because the homepage is packed with commonly searched terms like:
- Best electric toothbrush
- Best water flosser
- Best mouthwash
- Best toothpaste
- Best tongue scrapers
Not only does this put them right in the spotlight when people are searching for the best product advice, but it's also going to make them a trusted resource as they're not overtly associated with any single brand. Plus, they've got a video on the front page highlighting their accolade from the FMC Dental Industry Awards.
12. DentalHealth.org
DentalHealth.org is the online home of the Oral Health Foundation, which is a well-known dental charity helping people to access reliable information about how to manage and improve their oral health. To achieve their mission of educating the public on how to improve their oral health, the Oral Health Foundation maintains an extensive dental blog with news articles, educational posts, magazine-style content, vlogs, and other media. According to SimilarWeb, DentalHealth.org receives around 237,000 visits per month.
Why DentalHealth.org is so successful: The Oral Health Foundation's blog is ranking in the number one position for broad keywords like 'dentures' and 'crowns' as well as more question-based long-tail keywords like 'what is a dental plate' and 'what is tooth whitening.' What this shows is that the blog manager has invested time and money into publishing rich informative content that seeks to answer people's questions about common dental topics. An example is their blog post on how eating disorders affect your mouth.
Publishing answers to common questions is a strongly recommended tactic that usually brings in much more traffic than commentaries on, say, recent news in the dental industry. One means of finding great question-based content ideas like this is to type a keyword into Google and then look at the 'People also ask' section. In that section, Google will show you the typical questions people ask in relation to that keyword. For example, if you type in 'mouth ulcers,' results from the 'People also ask' section include 'How do I get rid of ulcers in my mouth?' and 'Why are mouth ulcers so painful?' If you write detailed answers to those questions, your blog has a good chance of ranking alongside these huge websites.
How to Increase Organic Traffic on a Dental Blog
Dental blogs are many and various, and your exact content marketing strategy will depend on what your business goals are and what you want readers to do or feel after reading your content. That said, there are some important lessons to be learned from the strategies and tactics employed by the leading dental blogs outlined above. Here are some idea for increasing organic traffic on your own dental blog:
- Publish valuable, expert, and detailed content written by industry experts and qualified practitioners where possible, like ADA.org does with its ADA Library. If your freelance dental writer is not a qualified dentist, you can always post a 'Verified by [qualified dentist name]' badge alongside the content to reassure readers that a dentist has reviewed the content for accuracy.
- Target question-based long-tail keywords that answer common questions about dental conditions, practices, procedures, and other helpful topics, like DentalHealth.org does with its extensive informational content.
- Deliberately create content that reassures readers about their concerns about dental issues and procedures, like Crest.com does with its reassuring articles on conditions that affect people's teeth at various stages of their life.
Your own dental website doesn't need to be a full-on comparison website to emulate this kind of success, but you could consider doing a series of blogs about the best products as recommended by your employees or patients. This could increase organic traffic by bringing your website up in searches where potential patients are looking for websites they can trust to be good resources for objective information on dental products.
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Published by Jubilee Heutmaker on Wednesday, March 6, 2024 in Industries, Dental, Organic Marketing.
