Dentists are finding that Google pay per click isn't delivering enough volume to be worthwhile.

If you pay Google for per-click advertising, you may pay today around $1 to $2 per click. A click is a visitor who has responded to your ad. In theory, such a visitor is highly qualified and is expecting somewhat of a hard sell, which is good.

But the big issue is that Google does not deliver enough clicks to add up to significant traffic. And, if you do a good job getting high up on Google in the unpaid, or organic, results, you can far exceed what you can on a pay-per-click basis. That's because a lot of people look at the organic results and don't pay much attention to the ads.

It is always better if you can get high up in the organic listings on Google. You can do this as follows:

Create quality backlinks. Links from other high quality sites will boost your rankings on Google.

Make sure that backlinks are from pages and sites that are relevant to dentistry. Dental-relevant sites that link back to your site are golden.

Don't do reciprocal links. If you link to someone's site, and they link to yours, that is what a reciprocal link is. Google doesn't pay as much attention to reciprocal links as it does to one way links.

Be careful about obvious pay-for-links schemes. Google has come up with ways of filtering out links that are provided by link advertising agencies. Google wants "real" links.

There will always be ways to increase traffic to your website beyond pay per click, and there are good reasons to do so.

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