Unlike a general dentist, whose Web site is devoted exclusively to the needs of patients, a dental specialist needs to take into account the referring dentists or physicians who might visit. Thus, you really need a section devoted exclusively to other health care professionals.

Select a name that is short but makes sense. Short names tend to be more search-engine friendly.

Google recently announced that it is taking speed into account in determining page rank. According to Google, faster sites make for happier users, and its studies have shown that the slower a Web site is to load, the less time a user will spend on the site.

We recently had the opportunity to speak with Tim Andrus, chief executive officer of Esthetica Dental Exchange. Esthetica is devoted to helping dentists promote their practices.

Over the last few weeks, we have been reading about LinkMeList a service that says it is committed to help dentists get their Web sites ranked higher in Google searches. In fact, Dr. Lorne Lavine, Dental Technology Consultants founder and president, who writes in the Digital Dentist, published an interesting and supportive article about LinkMeList. You can read this article, “Not the Weakest Link,” at http://thedigitaldentist.blogspot.com/2010/05/not-weakest-link.html.

The short answer is—not much at all. According to Google Analytics, the average time to grab a Web surfer’s attention is somewhere around 30 seconds. Infostar claims that its nonaudible pages average 1 minute, 24 seconds—considerably longer, but still a very short period of time.

It seems like everyone is on Facebook these days, and dental specialists should be quickly moving online to market their practices. But social media marketing involves more than a “build it and they will come” strategy. Building referrals is often the result of promotion within your practice. And once the excitement of your Facebook page fades, it takes thoughtful effort to keep the momentum going. Here are a few tips to help boost your referrals with Facebook:

It is no secret that the economic conditions today present significant challenges to businesses of all types and sizes. And dental specialists are not immune from the effects. Attracting new patients to your dental practice has become more difficult than ever before and you may have been forced to tighten your belt when it comes to marketing your practice. Being thrifty in this economy can make sense, but one vital aspect of promoting your practice should not be overlooked: your dental web site.

In these challenging economic times, dental practitioners have to work smarter, not harder, to weather the storm. But the good news is that with a number of simple strategies, you can market your business and bolster the success of your practice in the face of the current downturn. According to Jeff Francis, marketing director at Practice Café, dental practitioners can follow a few essential practices that will serve you well.

Here we are in the 21st century, amidst huge leaps in science, medicine and technology. We’re more productive, capable and fast-paced than ever before. But no matter how far we come, referrals and relationships are still the best, most powerful ways to build your dental specialist practice. Learn how social networking can help you build your referrals.