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CAP: Strategy

CAP digital marketing platforms

Digital marketing platforms currently being utilized by the Consumer Awareness Program include, but are not limited to:

  • Paid search (Google, Yahoo! and Bing)
  • Website banner ads
  • Social media outlets (Facebook, Instagram, Twitter, Snapchat)
  • Online video
  • Email marketing

The AAO’s digital paid advertising is behaviorally targeted to individuals who are researching orthodontic treatment topics online. In addition, Search Engine Optimization (SEO) work is underway and is generating additional organic (unpaid) search traffic to the AAO consumer website,

creating content with users in mind – using a data-driven approach

It is common wisdom that today’s consumers are time-starved and expect to have their needs delivered and their questions answered in an instant and with ease.

With Google striving to keep its status as the most relevant search engine, content creators like the AAO must keep in mind that search engine optimization (SEO) is Google’s method of determining how good/relevant our content is for the user and his or her search query. When our content achieves strong relevance, it appears high up in search results.

In an effort to become the go-to orthodontic resource and improve our SEO rankings, the AAO implemented a new content strategy – with the user in mind. How did we do this? Well, we optimized. We began creating and publishing relevant, valuable and timely content.

This meant taking a data-driven approach to content creation, based on questions like:

  • What are trending keywords?
  • What are consumers searching for in relation to orthodontics?
  • How do individuals consume information?

Taking such questions into consideration when creating content helps us increase our chances of satisfying a consumer’s intent during an online search – and achieving a prominent place in results.

consumer blog offers rich opportunities for optimization

While all content on the consumer website,,can be and is optimized, the consumer blog regularly features new content and thus offers many opportunities to meet consumer needs.

The blog post development process includes:

  1. Creating a list of relevant topics
  2. Conducting keyword research using Google Trends and AdWords Keyword Planner
  3. Developing content for readability and search engine optimization, working to:
    • Create blog posts that are user-friendly and easy to consume;
    • Utilize proper keywords to make our content  easily accessible/findable during online searches.

Focusing on content development for the consumer blog is a dedicated Web Content Subcommittee made up of Council on Communications members: Dr. Jacqueline Miller, Dr. Mariela Anderson, Dr. Lauren Vitkus, Dr. Greg Jorgensen and Dr. Mike Ragan(2018-19 COC Chair), along with Pam Paladin and Almira Schult of the AAO staff.

After analyzing, redesigning and restructuring our approach to content creation, the AAO has seen a 400 percent increase in Google organic (unpaid) search traffic to the consumer site from 2017 to 2018. This means more individuals are coming to the AAO website when they are searching for topics related to orthodontics.

view and share consumer blog posts

Simply click on Blog at top right on the home page to view consumer blog posts at You may also copy the URL from the browser window on any post and share it on your website or social media page. Recent posts include: