Purpose With patients flocking to the Internet by the millions to learn more about dental procedures, dentists are increasingly coming to understand the importance of developing an Internet strategy. Because the Internet is a veritable sea of information, ‘being found’ has been clearly identified as the most critical component, and therefore the focus, of any successful Internet strategy. A web page that is well thought out and designed is of no value if it is not seen. Search engine optimization (SEO) seeks to enable dentists’ websites to be seen by getting them highly ranked on the search engines. Unfortunately, many unscrupulous marketing companies have included largely questionable practices in their Internet traffic packages, lumping them under the umbrella of search engine optimization. Because of this and due to the fact that dentists are continually bombarded by marketing information, it is very difficult for them to discern which SEO firms are credible and which are not. It is in this environment that Einstein developed “Search Engine Optimization: Buyer Beware,” as a tool to help dentists understand some of the tricks and jargon they will encounter while searching for a reputable SEO firm. This paper will explain what defines “SEO tricksters,” how to steer clear of them, and how to locate a sound SEO firm.

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