Invisible Authority Establishes You as a Brand Leader
What makes a marketing strategy “invisible” is that patients don’t need to know that important blogs, outlets or journals have linked to their dentist or physician. They don’t need to know he was interviewed on their local TV station or published on Forbes.
These activities are important because what matters more is that Google knows. Google sees that the dentist’s website is getting tons of credible backlinks and consequently ranks the site higher in the search results.
What people do see is the dentist’s higher search engine ranking. So they perceive his practice as being more authoritative than the other sites that appear in the results. Or they would simply rather not sort through all the results that aren’t on the first page, and they choose the result that is easiest to find.