Think about it for a minute: have you ever searched for a “dentist?”
Likely what you were actually looking for is treatment for what ailed your tooth.
So much of search marketing is centered around the technology involved in the process, but can leave us with a distinct disconnect from the consumer.
Since no one really wants to go to a dentist, searching will be affected. Searches are made for some thing you want to find. It’s likely that “teeth whitening” or “lost filling” will be more effective. That’s what I want – I want my crown fixed and my tooth to stop aching. I don’t want a “dentist.”