PDA Conference March 13 -15, 2025 in Frisco, Texas

Proper Company Promotion: The Next Evolution in SEO

In the new-age of digital marketing, PCP stands for Proper Company Promotion. Think of PCP as the next evolution in SEO.

PCP is rapidly becoming the safest and most effective way to gain web traffic while improving search rankings. Today, we’re doing to take a look at the difference between traditional SEO and PCP, and how your practice can stay on the cutting edge of digital marketing strategies so your website stays at the top of Google results and in front of potential patients.

A Major Change in SEO

SEO has transformed into something entirely different than what it used to be. SEO used to be all about creating the greatest number of backlinks. Backlinks are links on other websites that point (or “link”) back to your website. Traditionally, backlinking was accomplished by posting on article sites, in blog comments, forum posts, and other outlets across the web. To further increase the number of backlinks, SEO companies and specialists would build entire new websites for the sole purpose of creating backlinks to the main website. While these “dummy” websites created the platform for the much-coveted backlinks, the problem was Google, and the internet users it served, couldn’t tell which sites were legitimate authorities on a topic and which ones were just created to host backlinks.

In 2012, Google caught on to these techniques and changed their requirements. Now, unless a backlink generates traffic to your website, your ranking won’t be impacted by that backlink. The question, “How can we create the most backlinks?” has been replaced with, “How can we drive traffic to our site?” The answer is by having information worth clicking on: does your site have interesting content that is relevant to the audience you want to attract?

The Rise of PCP

To be clear, backlinks are not bad. But with Google’s new rules, backlinks must generate traffic in order for them to count toward your ranking. Think of it this way, PCP focuses on authentic and genuinely-earned web traffic. Instead of ranking based on the number of backlinks you have to your website, your website is ranked on if people click on links that lead to your site. These clicks show Google that people are interested in what you have to say. PCP may be more time consuming and labor intensive than traditional SEO, but the long-term value makes it well worth the effort.

So, what can you do? At PDA | Marketing Group we understand Google’s new rules and work to ensure your site earns valid backlinks in the eyes of Google while giving you more exposure to your target market and enhancing your brand. Here’s a look at some of the ways your website can earn authentic traffic from backlinks.

Online Advertising

Online advertising remains a legitimate tactic for driving traffic back to your website while promoting your practice and featured services. Placing ads on Google is a great option as Google looks kindly on your using their platform. And every time someone clicks on the ad and is taken to your website, Google is notified that people are interested in your website.

For example, at PDA ? Marketing Group we do this on a daily basis for our clients. Our team is trained and certified by Google and works solely in the dental industry to create compelling ads and offers to attract our clients’ ideal patients. Each ad directs to a custom landing page attached to the website, so our clients’ pay-per-click (PPC, not to be confused with PCP) programs not only helps convert potential patients into productive cases, but also help organically boost their websites in the eyes of Google.

Blogging

Blogging is still a great way to maintain your online presence, and now it may be more important than ever. Clicks on links to interesting, authoritative, and informative blog articles on your website tell Google your site is relevant. Blog articles should be shared across all social media channels as anyone who clicks on your blog on social media and is redirected to your website, boosts your exposure with Google. If you have a ForeverSite™ with us at PDA ? Marketing Group, you’re already reaping the benefits of twice-monthly blog posts that are automatically pushed to your social media channels.

Special Events & Community Outreach

“Local dentist donates dental care to people in need.” A headline like this in your local newspaper (and their online edition), would be a great boost for your practice. You may not think of hosting or sponsoring special events immediately when you think about digital marketing, but the truth is special events are PCP gold! Maybe you host your own event—think donated dental care, or an Invisalign® night, or an open house—or maybe you sponsor someone else’s event or a local sports team. You could supply the awards, cover the cost of the equipment, or volunteer for a local charity with your team.

However you choose to get involved with your community—let the people know! Write up a press release with the details of your event or involvement with a mention of how it will benefit your community and include backlinks to your website. Distribute the press release to your local news outlets until someone picks up the story. (We can help with this.) Then, make sure any website that’s involved with the event contains content about you and your practice and links back to your site. These are real, genuine links that Google will love, and will also drive real traffic to your website while generating brand integrity and awareness. It’s a win-win-win!

Be in the Know
How can you tell if your website company is using good PCP techniques to drive traffic to your website?

  1. Ask how they use backlinks to drive traffic to your site. Some good examples are through the Chamber of Commerce website, local news, local organizations, local schools (.edu link), having your dentist membership profiles filled out (ADA, AACD, WSDA.org, etc.), and product/services profiles.
  2. Ask to see your analytics. Since the company started managing your online presence, have you had an increase in traffic to your site? Any increase in mentions and followers on your social media?

Working for You
If you’re curious about the integrity and longevity of your website’s online presence, including the use of backlinks, we would love to help you take a deeper look behind the scenes to find out if it’s working for you or against you. If it’s the latter, we can help you transition from the old SEO to the new PCP that’s more about quality and longevity.

If you have any questions or would like to reserve your Complimentary Marketing Analysis, please fill out the form below. We look forward to helping you grow your practice!

Have a great experience with PDA recently?

Leave a Review

Download PDA Doctor Case Studies

Dr. Devin Giron
PDA Member Since 2018
Vida Dental Studio
Santa Fe, NM

Dr. Devin Giron's Experience with Productive Dentist Academy

Download Case Study

Dr. Anthony Baird
PDA Member Since 2019
Millcreek Family Dental
Bountiful, UT

Dr. Anthony Baird's Experience with Productive Dentist Academy

Download Case Study

Dr. Jon Ehlers
PDA Member Since 2022
Tiger Family Dental
Sedalia, MO

Dr. Jon Ehlers's Experience with Productive Dentist Academy

Download Case Study

Dr. Maggie Augustyn
PDA Member Since 2020
Happy Tooth
Elmhurst, IL

Dr. Maggie Augustyn's Experience with Productive Dentist Academy

Download Case Study

Drs. Clint & Kelly Euse
PDA Members Since 2008
Advanced Dentistry by Design
Carson City, NV

Dr. Drs. Clint & Kelly Euse's Experience with Productive Dentist Academy

Download Case Study

Menu
Need help?
Accessibility
Accessibility Options
Accessibility On Our Website

We are committed to continuously improving access to our goods and services by individuals with disabilities. If you are unable to use any aspect of this website because of a disability, please call (800) 757-6077 and we will provide you with prompt personalized assistance.

If you have trouble seeing web pages, the US Social Security Administration offers these tips for optimizing your computer and browser to improve your online experience.

If you are looking for mouse and keyboard alternatives, speech recognition software such as Dragon Naturally Speaking may help you navigate web pages and online services. This software allows the user to move focus around a web page or application screen through voice controls.

If you are deaf or hard of hearing, there are several accessibility features available to you.

Closed Captioning
Closed captioning provides a transcript for the audio track of a video presentation that is synchronized with the video and audio tracks. Captions are generally visually displayed over the video, which benefits people who are deaf and hard of hearing, and anyone who cannot hear the audio due to noisy environments. Most of our website’s video content includes automated captions. Learn how to turn captioning on and off in YouTube.

Volume Controls
Your computer, tablet, or mobile device has volume control features. Each video and audio service has its own additional volume controls. Try adjusting both your device’s volume controls and your media players’ volume controls to optimize your listening experience.

Read More About Accessibility and Why It Matters

Appointments
Need help?

Oops! We could not locate your form.

Do not include sensitive personal, financial, or other confidential information (Social Security, account number, login, passwords, etc.). This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Helpful Resources

Below are links you may find helpful when scheduling an appointment with us.

Notifications
Podcasts

Self Reflection & the Dental Practice, Part 1 (E.239)

“There is nothing more heartbreaking than to witness somebody get...

Self Reflection & the Dental Practice, Part 1 (E.239) (featured image)

Handling Difficult Patient Encounters (E.265)

“Get rid of the need to be right.” ~Dr. Paul Etchison Ever had a...

Handling Difficult Patient Encounters (E.265) (featured image)

Preparing for the Sale of Your Dental Practice (E.142)

“Ninety-five percent of dentists cannot retire and maintain their...

Preparing for the Sale of Your Dental Practice (E.142) (featured image)
In the Press

I’ve Arrived: From $100 in the Bank to Generational Wealth in Less Than 3 Years.

from Dental Entrepreneur – Winter 2023 By Dr. Maggie Augustyn...

I’ve Arrived: From $100 in the Bank to Generational Wealth in Less Than 3 Years. (featured image)
From Our Blog

Why Every Dental Team Should Attend a Dental Workshop

In the fast-evolving dental profession of today, staying competitive...

Why Every Dental Team Should Attend a Dental Workshop (featured image)
Follow Us On Social Media

Facebook

Stay informed on updates and upcoming events from our office.

LinkedIn

Connect and learn more about Productive Dentist Academy.

YouTube

Subscribe to our YouTube channel.

Instagram

View fun photos and follow our team on Instagram.

Your Privacy
Privacy Policy

This privacy notice discloses our privacy practices and the use of Google Analytics 4(GA4), an analytic advertising feature. This privacy notice applies solely to information collected by this website and the GA4 platform. It will notify you of the following:

  1. What personally identifiable information is collected from you through the website and GA4 platform, how it is used, and with whom it may be shared.
  2. The choices available to you regarding the use of your data.
  3. The security procedures in place to protect the misuse of your information.
  4. How you can correct any inaccuracies in the information.

Information Collection, Use, and Sharing

We only have access to/collect information that you voluntarily give us via email or other direct contact from you. We will not sell or rent this information to anyone.

We will use your information to respond to you, regarding the reason you contacted us. Unless you ask us not to, we may contact you via email in the future to tell you about specials, new products or services, or changes to this privacy policy.

While Productive Dentist Academy is the primary data controller, Google, in the context of providing Google Analytics service, acts as a data processor. We use Google Analytics 4, a widely recognized web analytics service provided by Google, Inc., to track user interactions and gather data for advertising purposes. As a third-party vendor, Google Analytics operates independently and maintains its own privacy policy, which can be found at https://policies.google.com/privacy. We carefully select our third-party vendors for their commitment to user privacy and adherence to data protection standards. As part of our ongoing commitment to your privacy, we implement measures to ensure that services like GA4 comply with our high standards of data protection.

GA4 collects certain personally identifiable information from you as you interact with our website. This information includes but is not limited to your device ID, IP address, and geographic location. The information collected through GA4 is used to analyze user behavior, optimize our website’s performance, and tailor our content to better serve your needs. This data is compiled and anonymized, ensuring that it cannot be linked back to individual users.

Please note that GA4 may share the information collected with Google and other third-party service providers to enable data processing and reporting on website usage. However, we will not sell, rent, or share your information, especially your personally identifiable information, with any third party outside of our organization.

Your Access to and Control Over Information

You have certain rights regarding the data collected by GA4. You have the right to do the following at any time by contacting us via the email address or phone number given on our website:

  • See what data we have about you, if any.
  • Have us delete any data we have about you.
  • Express any concern you have about our use of your data.

In addition to opting out of any future communications from us at any time, you may also opt out of the GA4 feature if you so choose. You can opt out of the GA4 Advertising Features we use through Ads Settings, Ad Settings for mobile apps, or through the NAI’s. This link points to Google Analytics’ currently available opt-outs for the web https://tools.google.com/dlpage/gaoptout/ 

Security

We take precautions to protect your information. When you submit sensitive information via the website, your information is protected both online and offline. GA4 also follows industry best practices to protect your data both online and offline.

To ensure data protection while we are using GA4, we are implementing additional security measures that include and are not limited to:

  • limiting data access, 
  • using secure protocols, 
  • managing data sharing with Google

Wherever we collect sensitive information (such as credit card data), that information is encrypted and transmitted to us in a secure way. You can verify this by looking for a lock icon in the address bar and looking for “https” at the beginning of the address of the Web page.

While we use encryption to protect sensitive information transmitted online, we also protect your information offline. Only employees who need the information to perform a specific job (for example, billing or customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

Contact Us

If you have any concerns about the use of GA4 or believe that we are not abiding by this privacy policy, please contact us immediately. We are committed to addressing any privacy-related issues promptly and transparently.

By using our website and consenting to the use of GA4, you acknowledge and agree to the data collection and processing practices described in this notice. For more information about GA4 and its privacy practices, please review Google’s Privacy Policy on this link https://policies.google.com/privacy.

If you feel that we are not abiding by this privacy policy, you should contact us immediately.

Read More About Our Privacy Policy and Why It Matters

Terms of Service
Terms of Service

Entering this site or the links accessible through this site, you agree to be bound by this agreement. The information and the resources contained on and accessible through this site are made available by Productive Dentist Academy and/or its suppliers and vendors, and are subject to your agreement to their terms and conditions.

All contents copyright (c) Productive Dentist Academy

All rights reserved, Productive Dentist Academy makes this website available to all users for the sole purpose of providing educational information on health-related issues.

The accuracy of website, information, and resources identified are not warranted or guaranteed, or intended to be a substitute for professional health advice, to contradict health advice given, or for health care of any kind.

Your use of this website indicates your agreement to be bound by the Terms of Use and you expressly agree to be bound to the foregoing terms and conditions.

All materials on this website, including the site’s design, layout, and organization, are owned and copyrighted by Productive Dentist Academy, or its suppliers or vendors, and are protected by U.S. and international copyrights.

Material on this site may be used for personal use only. Commercial use of any sort is strictly prohibited.

Use of Resources & Information
This site may not be used as a supplement or alternative for health care, and is not intended and does not warrant or guarantee the quality or quantity of any services of any of the advertisers identified; further, the information provided is merely for educational purposes, and its accuracy is not guaranteed. Do not use this site as a substitute for health care. Please consult with your doctor or other health care provider regarding any health questions you may have. This site may not be used for health diagnosis or treatment. Do not use this site to disregard any health advice, nor to delay seeking health advice, because of something you read or see in this site.

You understand and agree that neither Productive Dentist Academy nor its suppliers or vendors or linked domain names are responsible or liable for any claim, loss, or damage of any kind, directly or indirectly resulting from your use of this site or the information or the resources contained on or accessible through it.

Productive Dentist Academy expressly disclaims any implied warranty or representation about the information or accuracy, relevance, completeness, timeliness or appropriateness for any particular purpose of any kind. Your use of this site is also subject to all additional disclaimers that may appear throughout the site.

Other Internet Sites Links
This site also includes links to other internet sites created and maintained by Productive Dentist Academy’s suppliers, vendors, affiliates, or subscribers. Be aware that Productive Dentist Academy does not control, makes no guarantees about, and disclaims any express or implied representations or warranties about the accuracy, relevance, completeness, timeliness or appropriateness for a particular purpose of the information or the resources contained on these or any other internet sites.

Further, the inclusion of these links is merely for your convenience and is not intended and does not reflect Productive Dentist Academy’s opinion on the accuracy or the importance of these other sites; further, Productive Dentist Academy does not endorse in any manner any of the views expressed in, or products or services offered by these other sites. All information in any site by Productive Dentist Academy, or associated or linked site, is extracted, read, used, or relied upon by you at your own risk.

Disclaimer of Warranty
Productive Dentist Academy and its suppliers and vendors disclaim all express or implied representations or warranties regarding the information, services, products, materials, and any other resources contained on or accessible through this site, including without limitation any implied warranties of merchantability or fitness for a particular purpose. All information provided by Productive Dentist Academy is made available “as is” and “as available” without warranty of any kind, or any express or implied promise, including, by way of example, its continuing availability.

Limitation of Liability
With respect to products, goods, or services purchased from any entity identified, listed, named or contacted through Productive Dentist Academy’s website, or any links to Productive Dentist Academy’s website, to the maximum extent permitted by applicable law, in no event shall Productive Dentist Academy or its suppliers or vendors be liable for any direct, indirect, special, punitive, incidental, exemplary, contractual, or consequential damages, or any damages whatsoever of any kind, resulting from any loss, which by way of example, includes loss of use, loss of data, loss of profits, business interruption, litigation, or any other pecuniary loss, whether based on breach of contract, tort (including negligence), product liability, or otherwise, arising out of or in any way connected with the use or performance of this site, with the delay or inability to use this site, or with the provision of or failure to make available any information, services, products, materials, or other resources contained on or accessible through this site, even if advised of the possibility of such damages.

You acknowledge and agree that the limitations set forth above are elements of this agreement, and that this site would not be provided to you absent such limitations.

Indemnification
You agree to indemnify, defend, and hold harmless Productive Dentist Academy and its suppliers and vendors from any liability, loss, claim, and expense (including reasonable attorneys’ fees) related to your violation of this agreement or use of this site in any manner. Your use of this site shall constitute your acceptance of the terms of this Agreement, as revised and modified, if any, each time you access this site. Productive Dentist Academy may modify this agreement at any time, and such modifications shall be effective immediately upon posting of the modified agreement.

Miscellaneous
Productive Dentist Academy’s failure to insist upon strict enforcement of any provision(s) of this agreement shall not be construed as a waiver of any provision or right.

This agreement and the resolution of any dispute related to this agreement or this site shall be governed by and construed in accordance with the laws of the State of Washington, without giving effect to any principles or conflicts of law. Any legal action or proceeding between Productive Dentist Academy or its links, suppliers or vendors and you related to this agreement or this site shall be brought exclusively in a state or federal court of competent jurisdiction sitting in Skagit County, Washington.

Copyright
All materials on this website, including the site’s design, layout, and organization, are owned and copyrighted by Productive Dentist Academy or its suppliers or vendors, and are protected by U.S. and international copyrights.

Links
This site contains links to other sites. Productive Dentist Academy is not responsible for the privacy practices of other sites that are linked to us.

Questions
Should you have any questions or concerns regarding Productive Dentist Academy’s Privacy Policy and Terms of Use, please contact us.

Read More About Our Terms of Service and Why It Matters

Search
Search the Website

Use keywords in the search box below to find what you're looking for.

Go to the Top of the Page