You are probably aware that Google now gives the top three search results to it’s paid advertising e.g. pay per click or Google Adwords. This is without doubt the most effective and quickest way to get your website to the top of Google’s rankings.
However there is also a case to be made for being near the top of the rankings organically or free listings. Some people just prefer to click on the free area rather than clicking on an advert. So whilst I would always advocate using Google Adwords as your first choice, I’d like to talk a little about search engine optimisation.
Search engine optimisation is effectively trying to make your website rank towards the top of Google’s listings. You must remember that fourth place is probably the best you will ever get because of the pay per click.
But if you can get yourself to position four of five it’s certainly better than being on page two. So what do you need to do?
Search Engine Optimisation must do’s
Video You must have video on your website, this is now crucial. Not only does video move you up the rankings but it also is a brilliant tool for keeping people on your page and remember to make your video autoplay. Ideally the video should be on either YouTube or Vimeo with a link to you website rather than being embedded in your site.
Blog Write a regular blog, between 300-500 words. A blog is also extremely effective in influencing Google, make sure you put lots of links back to your website into the blog and also have outbound links. you also need to optimise any images you put into your blog. You also need to think of the keywords you are trying to influence Google with.
Google local business. This is an area often overlooked by most practices but is highly effective at getting you up the local rankings. Put as much content into this area including video, images, your opening times, any special offers, in fact as much as possible. Then get as many reviews from your patients as possible.
Metatags These are the short descriptions you see when you search for something and are presented with the listings, ensure that these are relevant and have your key words in them.
Links. If you have any links in you page ensure that they still work, Google will check for broken links, if you have lots they will mark your site down.
Navigation Analysis ensure that your site has good navigation and all links within the site work.
URL names ensure that your URL (the name of the page) is relevant and has your key words in it.
Content Change you need to make sure that your content changes regularly, Google doesn’t like static sites, it wants to see things changing regularly, just as you update your Social Media ensure that you regularly update your website too.
I’ll go through some of the other SEO tactics in later posts, but if you start to adopt these you should see your rankings improve, although this isn’t guaranteed and you are at the mercy of Google. As I said earlier, the only tried and tested way to get your site to the top of the listings is to advertise with Google.
The answer to this question “Dental Website, What’s Important?” is incredibly simple really and it’s this: (1) You need to attract as much traffic to your site as possible (2) You need to convert as much of that traffic as possible.
Most businesses view their website as something that they have to tick the box and can say, yes we now have a website. The fact that the only people who know it exists is themselves, friends and family never seems to come into the equation.
Having a dental website built can cost many thousands of pounds and take up a great deal of your time and effort, only for it to lurk in the shadows never being seen by anyone. It’s a little like setting up a new dental practice in the middle of a field and wondering why nobody is coming!
The best and most reliable way to drive traffic to your website is to use Google Adwords. This will take you to the top of page one of Google in most instances or at worst you’ll be over on the right hand side of the first page see below.
When someone looks for your site on a mobile device this is even more important as normally you’ll only ever see the websites that are using Google Adwords advertising or pay per click (PPC).
Google normally allocates the top three slots for paid advertising which means that if you don’t advertise your website with them the best you can ever hope for is position number four and to get to this position you have to be very, very, very good at optimising your dental website.
So let’s assume you’ve decided to pay Google an amount each day to display your dental website and people are landing on the particular page you want them to land on. You now have to convert them from browsers to buyers.
Take a look at the two websites below:
I’m sure you’ll think that the page on the right is much prettier than my page and you’d probably be right, but my page will outrank the other page in Google rankings and also out convert the one on the right by a factor of 1000% here’s why.
On the left of my page is a video which automatically starts running when someone lands on the page, this immediately gets and keeps their attention. On the page on the right is a nice photograph.
On the right hand side of my page is a picture of my book, and a line saying click here to download my book or have one sent in the post for free. However to actually get the book you have to give me your email address and name and this is key.
If you are selling anything that is of a higher value such as an implant on your dental website, invariably people will not just pick up the phone and book an appointment now, simply because whenever we buy things of a higher value we want more information and this is where the email comes into play.
When someone gives you their email address it is placed in what we call an auto responder, this does exactly what the name implies, it automatically responds. So you can have a series of emails spaced out over the next three or four months that will automatically be sent to your subscriber.
This means that when they do eventually decide to have that implant or have their teeth straightened or have a smile makeover, invariably they will choose you because you have been sending them information for that last three months.
That’s how we convert browsers into paying patients on your dental website.