Social Distancing by the Numbers

 I’m sure we all know that social distancing has value. The less we come in contact with friends and family the better we will be able to control the pandemic. This is all of our jobs for the next several weeks perhaps long after we are back to work and the “shelter in place” is lifted.

This infographic, based on calculations by Robert A. J. Signer, Assistant Professor of Medicine at the University of California San Diego, shows how this so-called social distancing can reduce the spread of the virus.

Infographic: The Vital Importance of Social Distancing | Statista
You will find more infographics at Statista

You no longer have personal space, It’s a global network of data

AI is today and for ever more. Artificial intelligence is all around us and a part of our lives. It is used every hour of every day to gather information about you, me the masses. The information it gathers it uses to create more information with the use of the “algorithms” in the software and the massive growth of the “computer farms” to process and analyze what we say and do.
But it goes beyond that it thinks for it self, it has deductive reasoning that not only processes the data but create new data from what it has learned.

How AI Sees Us
If we really want to see what machines see, we need to think like computers. This means discarding everything we perceive from our senses through our brain, and process step-by-step how AI goes through data acquisition instead. In a recent study what they demonstrated with the The Machine’s Eye. This simulation that shows the steps through which a hypothetical AI system “reads” a physical environment and is able to profile the people in it.
Continue reading You no longer have personal space, It’s a global network of data

Local SEO First

Local search engine optimization is a strategy that focuses on emphasizing the optimization efforts of neighborhood brick-and-mortar practice.
Content, on-page optimizations, and hyperlink building all with a focused, localized intent for all phase of these efforts. The focal point changes, however, when it comes to localizing hyperlink acquisition.
The focus changes to making sure all possible nearby alerts across Google’s neighborhood search are regular and correct.
If they are not, or you accidentally grant one-of-a-kind facts for the same business, you could potentially experience conditions the place your local results at risk.

Why Local Search Is Important
Here are a few stats that show how vital nearby search continues to be for practice:
50% who did a local search on their phone and 34% who search on a computer or tablet called the practice the same day.
18% of mobile searches lead setting an appointment the same day.
50% of searchers on their cell telephones who conduct neighborhood searches are looking for things like a local business address.
71% of new patients who have been surveyed have said they search for the vicinity of a practice in order to verify its existence before going there for a first-time visit.
32% of searches on a smartphone used to be carried out just earlier than arriving at a practice.

Doctors & Medical Practices
When patients are looking for a doctor, experience has shown that patients are continually searching for a health practitioner nearby or a health practitioner “near me”. Most people don’t want to go out of their way to visit a dentist. They want one close by who can see them on a regular basis. This local result offers the dentist’s name & specialty up front, alongside “directions link” which brings up a map utility on a user’s phone. When it comes to dentist, people are more inclined calling to set an appointment, and they are most possibly searching for an effortless way to seem to be up instructions to the doctor’s offices.

What Are the Important Parts of Local SEO?
When it comes to neighborhood SEO, it isn’t all that different from natural search engine optimization – key-word research, content, links, and on-page technical SEO. It simply has a neighborhood focus. When optimizing for neighborhood search, however, these parts comprise neighborhoods as center of attention that focuses on searches people are performing in the instant place surrounding the commercial enterprise (e.g., nearby city names).
Keyword research for neighborhood search engine optimization
Facts show that patients have extra access to units like smartphones, Amazon Echo, and Google Home. These gadgets pave the way for voice search to be one of the primary avenues of executing local searches.
It’s easier to say “find a dentist close to me” or “find a plumber close to me” for most people than it is to type. Thus, it isn’t shocking local queries primarily based on conversational voice search are up dramatically.
Writing customized local content material with all of these elements will assist you attain the excellent response Google wants to return for certain nearby results. Thin content adds little value to your local SEO efforts.

Local Website Positioning Links
For local SEO, links are a little bit effective than natural SEO.
First, you ought to consider Google’s Webmaster Guidelines when acquiring all links. You don’t prefer your link acquisition efforts to result in a guide action (i.e., penalty) from Google.
If you build hyperlinks that violate any of Google’s Webmaster Guidelines, Google will eventually discover them. The subsequent aspect you know, your entire internet site should disappear from the organic search results.
In local SEO, there are a range of link choices that make up an exceptional local search engine optimization link profile.
Next, it is recommended that you focus on nearby directories as the frequent hyperlink categories.
Building out these neighborhood directories will help you amplify your website’s hyperlink authority for local searches.
Industry-Related Local Sites
Think about any neighborhood sites that may provide neighborhood link opportunities, including:
Service Clubs
Business Organizations
These industry-related neighborhood web sites will normally help amplify the value of your nearby link profile significantly, and will add the authority that Google rewards.
Proper testing and updating your local SEO efforts can change the dynamics of your new patient acquisition and be a reliable channel for marketing your dental practice.Call us at 888-282-8764 or check out other services in our “Specialty Markets” Dental Marketing, or you can always drop us a e-mail

File Formats Most Exploited by Cyber Attacks

Sometimes it’s not a nice world out there.

When you get a file from a client or friend, checking for viruses and malware should always be your first step to keep your computer clean. The file may appear very innocent but you could be getting a virus, and chances are the person who sent you the file didn’t even know it was infected. Best practice is to run it through malware detection software before you open it. We use “Virus Total” and have found it to be a simple solution to detect most malware and virus threats. You can unload a test a file at

Be safe, the little extra effort will be worth it.

We want to thank the folks at Statista Research & Analysis for the “Chart of the Day”

Vulnerabilities Most Exploited by Cyber Attacks, according to an analysis conducted by the Kaspersky Lab Microsoft Office applications, shows the most commonly exploited applications worldwide. A little under half of the complaints Kaspersky received were related to Microsoft Office applications. Browser applications came in second with about a quarter of the complaints of exploited vulnerabilities. Notably, applications interacting with PDFs are prone to cyber-attacks, since PDF files are one of the main file types cybercriminals target for phishing campaigns. Apps working with PDF files made up about 1 percent of the complaints in the report.

If you have any questions or want to contribute to this post or any future blogs just contact one of our experts at API-Marketing.

Neuroscience of Fonts

The architecture of your brain makes retaining everyday reading a major challenge. Psychologists and researchers at RMIT University in Melbourne developed a font that helps you recall and tuck away in your brain what you have just read. They call it Sans Forgetica.
The science behind this font creation is fascinating. Well if you are in the print and marketing business it’s fascinating. They made it sleek and back-slanted with intermittent gaps in each letter allowing the reader to recognize the letter but makes each word a simple puzzle for the brain. The more you need to process information the better you recall.
Visit to see what was behind the creation of Sans Forgetica or download the “The back story behind Sans Forgetica”.

If you want to use this font in any of your print and marketing collateral we got it and are ready to use it.

Do you SEO, PPC, or go both ways?

As you may know customers can get to your website many different ways. This blog is about SEO (search engine optimization) and PPC (pay-per-click). Google, Bing, Yahoo, and other search engines are how your customers find stuff on the web. They pull out relevant information gathered from what you put in your search. Google alone accounts for 3,500,000,000 (3.5 Billion per day) that’s a lot of people looking for answers, products and services every hour of every day.
So how do you find which is the best way for you and your company to the first page on search engines? Both SEO and PPC work, but do you need both? To understand the difference between SEO and PPC, let’s take a look at them and see their strengths and weaknesses.

PPC (Pay Per Click)
Instead of organically and gradually ranking your way toward the top of search results, you pay the search engine to place your website on the top of page instantly. Every time a user clicks on your ad or website, the search engine charges a small fee. One thing to take note, it’s more than money that gets you to the top. It’s also “quality score”, location, relevance, and site functionality. But PPC search words are sold on the open marketing, meaning anyone can come along a take your spot if they want to pay more. Here are some of the top keyword costs per click:
Continue reading Do you SEO, PPC, or go both ways?

Understanding Your Color Space

In grade school, we learned how to mix primary colors (yellow, blue, and red), that yellow + blue = green, blue + red = purple, red + yellow = orange. Guess what? That was your first lesson in color theory. It’s not that simple when you are trying to color match your prints, though. It gets complicated in offset and digital printing vs. what you see on your monitor and smart phone.

Establishing your BRAND color is a great place to start, but it won’t cut it to simply say “We use dark green”. In fact, just knowing your company’s Pantone color values isn’t enough, since those values are generally used for specific printing processes. What about spot colors vs. CMYK vs. RGB?

One of the keys to having a successful brand is consistency. Every company Continue reading Understanding Your Color Space

Small Dental Practices Get Ready for Promo

If the healthcare market is a patient, then the numbers say it’s noticeably sick. ASI data found that in the last four years, healthcare’s share of the total market for promotional products has steadily declined, from 13.8% in 2012 to 10% in 2016. And if the distributors are the doctors in this metaphor, then they’ve made a diagnosis based on symptoms of fear and uncertainty stemming from the ongoing partisan debate over healthcare policy, as well as exaggerated scrutiny on spending.

If you have a small dental practice this could be the time to take advantage of the large health care industry pause in their marketing. Take a look at this article from the Advertising Specialty Institute.

Google My Dental Business

Google offers Google My Business, a free listing for your dental practice. Optimizing your Google My business can promote your listing inside the search engine, showing up in search consequences ranking higher on search for your practice on Google. Your Google My Business additionally allows you to post updates, add photos, reply to reviews, and highlight what’s one of a kind about your practice.

Your practice must take ownership of what patients  see when they do a search for your practice. We have crafted a list of Google My Business “DOs” and “DON’Ts” to set your practice’s Google listing off on the right foot.

Do- Claim your listing.
Do- Fill it out as totally as possible.
Do- Remember what account you use to get entry to the listing.
Do- Check on your listing often to make sure it wasn’t updated when you weren’t looking.
Do-  Gather and respond to evaluations appropriately.

Don’t add Keywords to your practice name.
Don’t add Categories that don’t mirror your practice.
Don’t use a tracked phone number.
Don’t add any customers to your checklist unless you recognize precisely what they will be doing on it.
Don’t pay for reviews or use artificial reviews (Google will know).

Though Google My Business is a practical tool for setting up your search engine optimization success, your Google checklist should work hand in hand with your other SEO marketing efforts. For extra details on Google My Business and how to effectively market your practice online, discover our web optimization services. API-Marketing takes the guesswork out of marketing for dentists, discover what our search engine optimization can do for you. Call us at 888-282-8764

2018 USPS Rate Increase

mail dogThe U.S. Postal Service once again raising rates. Here are some details of the 2018 postage rate increase. This increase takes effect on Sunday January 21st.

First-Class Mail

First-Class Mail Letter rates are slated to increase from their current 49 cent rate to 50 cents.  Now is a good time to buy Forever stamps, before the price goes up!
The postcard rate, which applies to individually mailed postcards measuring 4.25 x 6 or smaller, increases from 34 to 35 cents. The additional ounces charge for first class letters will remain at 21 cents, and international letters also hold steady at $1.15.

If you use metered postage in your office the rate also increases by one cent, from 46 cents to 47 cents.

Marketing Mail

Marketing mail (also known as standard mail) rates are slated to increase by an average of 1.94 percent. Included in this category are presort standard as well as the nonprofit rate. Presort Standard automated letters increase slightly less than the rest at only 1%, which is less than 1 cent increase. First Class Presort automated letters also see an estimated 1 cent per piece increase, from 40 to 41. Nonprofit automated letters hold at approximately 17 cents per piece.
The largest postage increases in this category target Flats, going up about 1.5% across the board.

Every Door Direct Mail

The USPS’s very successful Every Door Direct Mail program is also scheduled for a small increase from 15.6 cents to 15.7 cents on DDU shipments. The other categories also went up 1/10 cent each.

Shipping Services

As in previous years, the main focus of the rate increase is on Shipping Services, which sees an average increase for Priority Mail of 3.9 percent, including a 5 cent increase on most Flat Rate shipping charges.

If  you have any question or want to have your next mailing project quoted in advance please contact one our mail design experts.

Need the price chart?

Click here to download the PDF: 2018postage_prices