Google SEO & Rankings

Website relaunches affect ranking

Thursday 29th August 2013

A site redesign and relaunch can be an exciting time in the life of a company’s web marketing programme. But just in case you haven’t used Dental Focus to help you do this, here is a quick look at some ways to identify some post-relaunch issues.

Has all site traffic ceased? If so, maybe Google can’t find you. “Google” your brand name to check. If you can’t find your Dental Practice or brand there may be an issue. It could also be that Google Analytics tracking has not been set up correctly.

Did you implement a relaunch to recover from a Google Penalty and find that you still can’t be found on Google? Maybe the penalty is still active and there are other factors that you have to address to remove the penalty?

If you are receiving organic traffic, but just at a reduced rate, it could be that a certain section of the site, such as the blog, doesn’t have the proper tracking code placement. Possibly something has gone awry with your link structure. Look at organic traffic by Landing Page. Look at post-launch vs a comparable time pre-launch and find the ones with the largest loss. Maybe a landing page, previously showing as a top performer, has been redirected to a new URL?

Have certain keywords disappeared from the focus/theme of the page?  

Have you activated settings on your robots.txt restricting search engine access? Did you change hosting or server? Communication issues between visitors, the host and server can lead to a delay in content delivery or in fact “timing out” of content. These issues leave a search engine with no way to view your site.

Summary

The above may help you to pinpoint the cause of reduced traffic. Or perhaps there is simply a design/code flaw or flagrant over-Search Engine Optimization, which Google wouldn’t like. Of course, even with a well-planned relaunch, you may suffer a slight traffic loss until Google (seeing a changed site – design/code/copy), assesses the changes.

Or, if you wanted a really well revamped and effective Dental website, you could have just contacted Dental Focus.

More magic, less logic?

Wednesday 31st July 2013

Analytics is mostly about generating stats, but can data alone help you to generate more business online? Certainly, data will allow you to improve your conversion rates and generate more qualified leads by telling you what is and isn’t working across multiple digital channels, but should analytics be your first – or even only – point of concern when structuring an online marketing campaign?

Currently, one of our biggest brands is changing its numbers-led marketing strategy, adjusting it in favour of rewarding marketers who are prepared to take risks and back creative ideas. So, which route has more potential for the future of dental marketing?

To see both sides of this argument, we are providing you with two published articles, below. The first discusses the importance of analytics-led marketing strategies, arguing that a structured, logical and formulaic approach allows for generation of more qualified, educated leads, measurable results regarding digital channels’ delivery of relevant content, how well and how positively your brand is engaging with your audience, and the overall identification of measurements meaningful to your business.

 

However, what is argued in the second article, and by VP of Marketing for Unilever, Marc Mathieu, is that true, drastic success can only be attained through a balance of logical strategy and creative thinking, and a marketing plan that puts it’s audience, not it’s statistics, in the spotlight. Mathieu, who previously worked with Coca Cola, claims that creativity-led marketing, whilst allowing for mistakes, also allows for flair and greatly increased marketing success.

What do you think?

Read more for yourself here:

“More than Metrics: how to use multichannel measurement and analytics to drive your brand”

“Unilever is on a quest for magic – and failure is an option”

 

Best wishes,

The Dental Focus team.

Improving the return on your online marketing spend

Wednesday 17th July 2013

How much do you spend on your practice marketing? Every year practices across the UK will pay staggering sums of money on marketing strategies that simply don’t pay off. Take online directory sites for example. The Yellow Pages is one of the biggest names out there, but unfortunately if you pay a yearly subscription to Yell.com, you are throwing away money.

Almost every day here at Dental Focus ®, someone will call or email asking if they should renew with Yellow Pages because they’ve ‘always done it’, or because the sales rep has paid a visit and is pushing for a quick sell. However the Return On Investment (ROI) offered by companies such as Yell.com is extremely poor.

Do see for yourself if your Yell.com subscription is proving a good investment, by checking your website’s Google Analytics. Find your Traffic Sources, then click on Sources and Referrals. Here you will see how many people visit your website from other websites that link to you. Look at ‘Yell.com’ and see how many visits you received from that directory, and then compare that number to your total visits.

Chances are, the ROI will be extremely low. The reason we can say this with such certainty is that across the board, by analysing our portfolio of over 500 dental websites, we have the unique insight to be able to observe trends, and directory services such as Yell.com only account for approximately 2% of all traffic directed to our clients’ websites.

Not a good ROI, I’m sure you will agree, and it is clear then that there are many other ways you can generate similar, if not better returns to improve the number of people visiting your website.

Before exploring the many ways you can boost your online marketing, it is worthwhile pausing for a moment to consider the question, what is a practice website actually for? Hopefully you will appreciate that while your website should be attractive, enticing, informative and even educational, the aim of your website is to attract patients to your practice. That is, it should be generating leads, and prompting patients to call, email or even visit you for more information.

One of the best ways of generating leads through your practice website is by making sure your website really stands out. This means it needs to look great, the content needs to be of the highest quality, and it should also be optimised to run on mobile devices such as smart phones and tablets. Good quality content is absolutely key to any successful online marketing, as the language used needs to reflect your practice ‘vision’ and should include key phrases and ‘calls to action’ to prompt viewers to contact you. Content is also key for another reason: search. Search engines such as Google use a complex set of algorithms to determine how they rate a website, and one of the most important is your content. Not only should content be of the highest quality, but it should also be regularly updated and shouldn’t just be copied from a generic source. The better your content, the longer people will stay on your website, so the higher your rank will become.

Another way you can boost your online marketing efforts is through word of mouth, as well as social media platforms such as Facebook and Twitter. Word of mouth is widely recognised as being the single most effective form of marketing, and should be exploited at every opportunity. When a patient thanks you for your treatment, never reply ‘You’re welcome’ – instead ask them to thank you by sharing your website on Facebook. That’s free advertising, and the chance to outreach to many people you might otherwise never have reached.

The secret to good online marketing then is to be really proactive in your efforts. It doesn’t even take a minute of your time to mention your website to patients, and the more patients you can persuade to at least visit your website if nothing else, the higher your practice will rank on the Google organic search ratings. The next time a potential patient in need searches for a local dentist, the more likely they will then be to find your website, and that’s another potential patient you may well be able to convert! It may sound simple, but it’s surprising just how many people fail to adopt these simple, but effective strategies, and instead waste hundreds, if not thousands on low-ROI methods such as Yell.com and others.

For even more guidance and advice on how to make your practice website really stand out ahead of the competition, make sure you enlist the services of an award-winning web design and marketing company. To make the most of your practice’s efforts, use the internet marketing services of Dental Focus ® Web Design. The experienced team at Dental Focus ® can guide and support you on the best ways to make your practice an online success.

For more information call 020 7183 8388

Google SEO: Times are A-Changin’

Wednesday 12th June 2013

 

Google is changing

Once upon a time you could manipulate Google’s algorithm. So, if you wanted to rank for a dental word/or dental term, you simply used a few ‘short cut’ techniques to boost your dental marketing online, and up went your rankings, traffic, and cash.

Some of these techniques were:

Keyword Stuffing

Back then, keyword tag stuffing was simple. SEOs would take a keyword and put it everywhere they could find a place to put it.

Keywords were stuffed in title tags, meta tags, navigation, content, anchor text, URLs, domains, if there was a place to add a keyword they did it (and this worked).

But then Google became aware of keyword density. So if there was too much on your page, you wouldn’t rank as well.

Hidden Text

Back then, you could easily hide text in your pages by using the same color font on the same color background. At first the algorithm couldn’t pick this up and people would stuff relevant content in the page backgrounds, while minimizing what was on the page itself. But Google soon frowned on this practice and de-indexed some well-known sites.

Google has now also found methods to identify many of the techniques, as they are able to read CSS and find their way around Java Scripting too.

Link Buying

At one time, you could get links, any links, and add them to the pages of your site, then watch the pages rocket to the top. So if you needed to rank for a competitive term, then you bought 10,000 links In the old days, most of these were, ahem, questionable sites, which would be pointed in your site’s direction.

But Google grew wise to this too, and the links got devalued. Ironically, this helped to make “link selling” a lucrative business. As you’d buy a link, it then got devalued, so you needed to buy a new link – it was a self-perpetuating industry, but it worked! Not anymore.

Link buying is still around, but Google has taken a very special interest of late, in deterring, if not eliminating this practice.

Advertising

Google dislikes the overuse of ads so much that they have created an algorithm that punishes sites that have too many ads on their homepage. Of course, they are a bit vague about just what that means, but it happens.

In summary, now be aware of ‘short cut’ solutions and instead, we suggest you speak to the experts at Dental Focus Web Design!

 

Best wishes,

The Dental Focus team.

A Headache-Free Journey.

Wednesday 22nd May 2013

Very unfortunately, ClearStep have recently gone into ‘administration’ and unfortunately all of the staff have been made redundant. 

In the wake of this, many dentists have expressed their anger on dental online forums and many patients have voiced their concerns on sites such as moneyexpert.com. The biggest issue seems to have been the inability to talk to someone and get clarity on the situation for them to find alternative solutions, particularly for those who are mid-way through treatment using the ClearStep system and have found themselves unable to finish, but unsure of their options.

Nevertheless, Dental Focus are going ahead and automatically amending all their clients’ websites accordingly so that dentists won’t have to concern themselves with this issue any more than is necessary (unless, of course, you notify us otherwise). Dental Focus are changing the word “ClearStep” on your site to “clear braces”, which will also greatly benefit your Google rankings.

Likewise, with NHS prices going up, Dental Focus are automatically updating the NHS prices on all the relevant NHS sites (again, unless we are notified otherwise).

The ultimate aim is to reduce stress and rectify any problems before they become apparent; this is all part of the “headache free journey”, that Dental Focus offer.

For more information, don’t hesitate to contact any member of our team.

 

Best wishes,

The Dental Focus team.

Watch the Recorded Webinar

Tuesday 19th March 2013

You can now watch the recorded LIVE Webinar that everyone is talking about:

“Google Page 1 in 60 Minutes” ~ 92 people registered, 56 people attended and 20 people retweeted Krishan’s tweet during the LIVE Webinar. Coined the “Magic Trick” lecture, previously presented at Dentistry LIVE 2012 and The Dentistry Show 2013 by Krishan Joshi, CEO / The Master at Dental Focus ® “Websites for your profit”. Visit the Dental Focus Facebook Page to share your comments too… enjoy 😉

Webinar on Dental Practice Open Evenings

Monday 18th March 2013

Everyone was invited to the Dental Focus LIVE Free Webinar on Google Page 1 in 60 minutes. Derek Watson of Dental Fusion introduced Krishan Joshi, CEO of Dental Focus. Krishan explained the importance of Google in 2013 covering the “immediate buyers” and “word of mouth” strategy of how to reply to all “thank you’s”.

Dental Focus promotes the use of WordPress blogs to achieve Page 1 rankings.  Krishan demonstrated how important it was to rank for your own name such as money4dentists, the Facial Aesthetics Academy and Chloe’s Diamond Events. He decided to present a Webinar on Dental Practice Open Evenings.

Krishan did touch upon the Penguin and Panda updates that Google made and emphasised that it is really necessary to blog in order to achieve Google Page 1 rankings, even if you wanted to rank for the keywords “webinar on dental practice open evenings”. Why is blogging so important? Well, Google loves content and you would have heard before that content is King. The Ace card is when you grow your content regularly, if not daily, by 300-400 words per article using the keywords that you want to rank for in the title and content of the post.

Get more information on dental websites for your profit.

 

Dental Websites – Google Page 1 in 60 Mins

Saturday 9th March 2013

You are invited to join the LIVE Free Dental Marketing Webinar that everybody is talking about:

Follow the Facebook Event see who else is going. 41 Going, 10 Interested so far… Remember to LIKE the new Dental Focus Facebook Page and leave a comment 🙂

Google Page 1 in 60 Mins 

The “Magic Trick” lecture presented at the Dentistry Show last weekend is being repeated as a LIVE Dental Marketing Webinar.

Krishan Joshi
CEO / The Master
Dental Focus ® “Websites for your profit” 

Monday 18th March 2013 @ 12.30pm – 1.30pm

Google Page 1 in 60 Minutes (Master LIVE Demo) 

Click Here to Register

LIVE Free Webinar hosted by Derek Watson at the Dental Fusion Organisation (DFO)

We’re here to help 
Remember, you can always call Team Dental Focus ® on 020 7183 8388 for any advice or help on understanding dental marketing. Just call us to have a chat about “Websites for your profit”.

Dental Fusion Talk on Google Page 1

Saturday 2nd March 2013

At the Dentistry Show, everyone was excited to attend the Dental Fusion Talk by Krishan Joshi. He did a LIVE demo on Google Page 1 in 60 Minutes. Everyone was in agreement that Google was still very important in 2013 because Google was the best way of getting highest volumes of local patients. Social media could take a long time but Word of Mouth was still the number 1 marketing strategy.

Mark Oborn said, “We are in the conference at the NEC looking at how we can get a dental practice website to the top of Google rankings using WordPress as a blogging platform.”  Josh sang, “No no no, I can’t add to that.”

Suddenly… out of no where, Seema Sharma appeared with a big smile 😉

Dental Marketing with What Clinic

Tuesday 28th August 2012

What Clinic seem to be emailing our clients with an Award to stick on their website, effectively trying to get their brand on your valuable website + links to their site, which if they do will improve their rankings above yours and then make you feel that you need to pay their directory for leads. We are against directories especially links to them because they drive your traffic away and pass on your valuable Google link juice. However, it’s always the clients decision if they want to go ahead after our advice.