Just choose one phrase, and conquer it.
Your local dental practice need only work really well for one or two important sets of keywords, the rest is just a bonus.
If you could, say, become the #1 ranking for “Cosmetic Dentist Chicago”, you’ll be able to get the attention and business of the hundreds of people out there searching for the phrase, either researching before doing a procedure or looking for the service right now.
You don’t need to win every battle to win the war.
Choose the phrase you think, feel, and have researched well enough to believe is the phrase that can get your what you want. Then go after it. Optimize webpages for the phrase and its variations, design the site to respond primarily to those class of visitors coming on after searching for that keyword. Focus on them, their your primary audience, and who you’re selling yourself to.
Make sure contacting you is easy, with easily located and obvious phone numbers, maps, street addresses and emails. Make your copy push these visitors into contacting you, so you can get them on the phone or in person to seal the deal. Once you get to that stage, you’re just about done.
Many webmasters will try to do too much at once. Targeting every clever keyword combination on one page. This is a self-defeating practice, especially for a local, specialized dental practice.
Choose the one phrase that counts, and get it.
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