In the 9/22 installment of This Week in Marketing, I welcome in Aaron Williams of 1Dental – an innovative, cost-effective alternative to dental insurance. 1Dental offers subscription-based dental savings plans for care through thousands of providers nationwide.

In this episode, we get into the nuts and bolts of marketing in the complicated healthcare space.

As you may know, marketing in this vertical is no simple task – Google holds no punches in analyzing health-related sites and content. Aaron starts off by giving us his honest take on marketing in this industry, some of the biggest hurdles he’s faced, and how he navigates the prolific Google Core Updates.

We then switch gears to talk about the technical aspects of websites, the most important elements to include to get on Google’s good side, and the best rules to keep in mind about content creation.

Aaron and I discuss the nature of on and off-site SEO for health-related businesses, the most important steps in setting up a budget, and how to account for reviews, link building, content, social media, and more.

As the show winds down, we get into the details of outsourcing marketing tasks as a health-related business. Truth be told, not every marketing agency has the capacity to handle this niche. Aaron gives some key items to look for, red flags, then caps it all off with some parting words of wisdom to others looking to market in the health space.

If you are in any health-related industry, this episode is definitely worth checking out!