Search Engine Optimisation Is Dead (part 1)

Posted on by Neil Sanderson

Does Your Website Pass The Seven Second Rule?

I suspect that most of you reading this article already have a website for your dental practice or business, but how much attention do you actually give it, when was the last time you looked at it or updated it?

You may be wondering just what the "seven second rule" is. So let me explain, the seven second rule works like this.

Let's assume that someone is looking for a dental practice in your area. So they put a search into Google and up comes a list of dental practices.

They will normally click on the one at the top of the list, or at least one of the top three and let's assume that this is your website.

If your website does not get their attention within the first seven seconds they will leave and go to the next website. This isn't a maybe, this is fact and that's why we call it the seven second rule.

It's what we call the "bounce rate" which means that people come to your site and immediately bounce away again.

Here's a sobering thought (sorry another fact) 95% of the people who visit your website will do nothing, unless you do something about it.

Just think about that, you manage to attract 100 visitors to your site, but only five people will take any action!

So how can you stop people leaving your website and stay, at least for a while?

  1. You can have a stunning looking website that looks very different from any other they've seen before, something like this Sample Website.
  2. You can have video which starts to play when they land, something like this Sample Video.
  3. You can have a great headline, which is about them not you.
  4. You can have an irresistible offer.
  5. Or you can be like every other website and just lose business.

It is crucial that you give you landing pages a great deal of thought.

Without doubt the best way to get someone's attention is to have a video that starts to play immediately when they land on your page, it grabs their attention and is the first thing you should think about if you want to break the 7 second rule.

Design is also important, but don't be fooled into the colours thing, the seven second rule doesn't change if you use blues or pinks or greens, it's about having a design that is very different from any other site they have seen before, like this sample one.

Having a great headline is crucial and the name of your practice will never beat the seven second rule. You need a headline that jumps straight off the screen and grabs them. Just think of a Newspaper, they have been doing this for hundreds of years, we're programmed to respond to headlines, the stronger the headline the better the response.

Don't just talk about you and your team, put up a great offer, this is all about your visitors, not you. They don't really care about you or your team or how long you've been trading, it's the W.I.I.F.M. "What's In It For Me".

If you address all these issues and you can get your website onto the first page of Google, you will see an immediate increase in patient numbers and revenues, if you don't. Well you'll just carry on as before.

We build stunning websites and produce brilliant video's, if you would like a quote on a video or a website, call me on 01767 626 398 or visit my website www.dentalmarketingexpert.co.uk or email me at sales@dentalmarketingexpert.co.uk or visit our Facebook page

Posted on by Neil Sanderson

Your Dental Website, What's Important?

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.

Screen-Shot-2014-09-08-at-11.57.47

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:

Screen-Shot-2014-09-08-at-15.34.14

Screen-Shot-2014-09-08-at-15.32.56
 

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.

If you would like to know more about our website service, with video and auto responders built in, call me on 01767 626 398 or email me a sales@dentalmarketingexpert.co.uk or visit the website www.dentalmarketingexpert.co.uk

 

 

 

Posted on by Neil Sanderson

What is the best marketing

I'm often asked what is the best marketing I can buy or do. Let's face it there are now dozens of ways to market you and your practice.

Not very long ago you really only had two choices 1. You could place an advert in the Yellow Pages or 2. You could send out a mail shot. Those of you who were a bit more ambitious might try telesales too.

Today you have literally dozens of ways to market your practice, but which is the best marketing?

But out of all these different types of marketing e.g. Direct Mail, Social Media, Posters, Leaflets, Text Messaging, Email what really is the best marketing?

So if you said to me I can only do one form of marketing which would you choose, the answer would be Google Adwords (or pay per click). This is without doubt the most cost effective and best marketing for  you and your practice.

Why do I say this. Because unlike Search Engine Optimisation which may or may not get your website to the top of Google rankings. Google Adwords can pretty much guarantee this.

What makes this even more the best marketing, it that Google will only show your ads when someone searches for it. So just think of it this way. If you could place an advert in a local newspaper and only pay when someone looked at your advert and took action would you buy that ad, you bet your life you would.

Google Adwords does exactly this, they only show your advert when someone searches for whatever it is you are advertising e.g. implants or teeth whitening etc. But you don't pay anything to Google until someone actually clicks on your advert and goes through to your website.

It is the ultimate form of "best marketing" and Google gives you hundreds of tools to test and hone your marketing. They are the only advertising provider that encourages you to get better at your advertising, and rewards you with cheaper ads and better rankings.

Quite literally the better you become at pay per click, the less you can spend and the more your ad will be shown. That's why we spend so much of our time at Dental Marketing Expert, making sure that we are the ultimate experts in Google Adwords pay per click.

On average all our clients are normally in position 1 or 2 on the search and the amount we are paying Google for the ads is a fraction of what people who don't know what they are doing are paying.

If you don't understand how wot work Google Adwords, you can spend an awful lot of money for very little reward. In fact Google's default settings are generally design to get you to pay them as much as possible. This is why they are now the second biggest company by value in the world.

I have spent the last two years honing my skills the best marketing (Google Adwords) and as a result I would say that I probably know more about this form of marketing than anyone in the dental profession.

I have personally spent thousands of pounds with Google, but last year I grew my business by 100% and this year we are aiming for 400% growth, using this best marketing technique.

So if you want to make a massive difference to your dental practice's fortunes and start to benefit from the best marketing on the planet, call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk or visit my website www.dentalmarketingexpert.co.uk

 

Posted on by Neil Sanderson

Your Dental Website May Be Costing You Business

websitemen

When was the last time you did a search for your dental website and I don't mean typing the name of your practice, I mean searching for something like "dentist in (your area)" if you do, where does your website rank?

If it isn't near the top of page one, then you may as well not have a dental website at all, because people very rarely search beyond this area, it's called above or below the fold. A term that comes from the newspaper industry, when a broad sheet newspaper is folded, people tend to only read the top before opening the whole thing.

But there are lots of dental practices who's website doesn't even make it onto page one let alone the top of it.

But its not just about being at the top of a Google search. More and more people are searching with tablets and smart phones, this means that your dental website has to be mobile friendly too. In a nut shell it has to open quickly and will display correctly on any device.

If you have an old website, or even a new one that isn't mobile friendly, you are missing out on a huge amount of traffic. Google now checks what type of device people are searching for, and will list your website accordingly.

So if you website re-sizes correctly when someone turns their iPhone or iPad around, or your website loads quickly onto a mobile device, it will rank your site well, if it doesn't then it will penalise you.

Around 20-30% of all searches are now made using either a smart phone or tablet and your dental website needs to work well on all these devices just as it does on a desktop or laptop.

Have you tried to load your website onto your smart phone, if you have what does it look like, does it automatically resize when you turn the phone around, did it load quickly when you had an average signal, if not its likely that no-one will even see you site when they search on one of these devices because Google won't show it.

I keep banging on about this, but Google is trying to give its users a good experience when they surf the web and this means the same for a mobile device and a traditional computer, the experience has to be a good one.

So if your dental website isn't mobile friendly I would urge you to have it upgraded or better still re-written in one of the modern development languages which automatically ensure your dental website will be mobile friendly.

Because of this phenomenon we are now offering a dental website design service visit my website for more information dental website design service. All our websites are built using state of the art tools, which will ensure that your website is mobile friendly and will rank well with Google on any search, mobile or not.

If you would like a quote on a dental website that is automatically mobile friendly and will rank well on Google straight away, call me on 01767 626 398, email me at sales@dentalmarketingexpert.co.uk or visit my website www.dentalmarketingexpert.co.uk

 

Posted on by Neil Sanderson

Is It Worth Paying For Search Engine Optimisation For Your Practice?

Screen-Shot-2013-12-04-at-09.29.51Search Engine Optimisation as we have known it for the last 5 years or so, in my opinion is now dead and buried and to be quite frank good riddance. Because effectively Search Engine Optimisation is all about fooling the search engines into ranking your site higher than other sites using tricks of the trade rather than having good content.

Google is working very hard to deliver what the person doing the search is looking for (even in paid for ads) and this is good news for all of us who play by the rules and try and offer good content on our websites.

So whilst Search Engine Optimisation as we have known it e.g. keyword stuffing, link building, article marketing etc. may be much diminished if not finished altogether, there are ways to improve the rankings of your website on the natural search, unfortunately it involves work on your part (or mine if you use someone like me).

Effectively Google wants to give people who use its search facility a good experience so it is looking for things like the following:

  1. Connectivity to Social Media
  2. Video (ideally on You Tube)
  3. New original (good) content on your site
  4. Blogs
  5. Mobile Friendly sites
  6. Local Links

Incidentally Google doesn't really give you brownie points for having pretty pictures on your site, so this may come as a bit of a shock to those of you who have spent a lot of time and effort having lovely graphics of smiling people put on your website.

So lets' look at the above. Social Media connectivity, Google likes to see lots of traffic coming to your website from Social Media (whatever the flavour). This is because it shows them that the site is interacting with real human beings, not robots.

You Tube Video. Are you aware that Google actually owns You Tube and that You Tube is the second most used search engine on the planet? Because of this Google really likes You Tube, so all you need to do is create some good video, put it onto You Tube, then embed it into your website. This will do wonders for your rankings.

New original good content It's no good having a website built, publishing it and then forgetting about it. Your site needs to continually be updated, new video, new graphics (optimised), but most of all new written content. If you do this you are really ticking a box with Google.

Blogging Probably one of the best ways to improve the rankings on your site is to write a regular blog or article. This is relatively time consuming, but will reap great rewards, it's well worth the effort.

Mobile Friendly Site 20% of all internet searches done today are made on a mobile device (growing rapidly) and Google wants to offer mobile users a great experience too. So for instance if your dental practice has a mobile version of your website and the practice down the road doesn't, guess who will rank higher on a mobile search, because Google knows what you are using to search the web.

Local Links These are links to other companies similar to yourself in your area, so for instance you could ask the local chemist, hairdresser, beauty salon, chiropodist, osteopath, chiropractor, doctors surgery to put a link on their website to yours.

So whilst Search Engine Optimisation may be dead, you can very much influence Google by doing all the above. Unfortunately all of this takes time and effort, but if you want to rank on the natural search you really need to implement all of these things sooner rather than later.

However if you would like me to help with all the above, call me on 01767 626 398 ore email me at sales@dentalmarketingexpert.co.uk or visit the website at www.dentalmarketingexpert.co.uk

Posted on by Neil Sanderson

Search Engine Optimisation Is A Dying Art Form

 

Search-engine-optimisationEveryone wants to be top of the natural (free) Google listings don't they? This has usually needed something called Search Engine Optimisation! Which effectively means using a variety of techniques to get your site to rank well with the search engines.

I don't think a day goes by when I don't get an email (usually from India) with a company promising to get my website to the top of  Google search, by search engine optimisation. Occasionally I have enquired how they are going to do this and how much will it cost.

They are normally a little vague as to how my site is going to get to the top of Google (actually it normally is), but they usually want between £300 and £1,000 per month for doing this, incidentally with no guarantees and the process will normally take between three and nine months to achieve.

Search Engine Optimisation has always been a black art, basically individuals or companies are trying to fool Google and the other search engines into getting their site to the top of the natural listings (none paid for or Google Adwords).

When I last enquired, Google had around $30 billion in cash reserves. They are renouned for employing the best brains in the world, so just think about it how likely are you to fool Google?

Google has just announced its latest change to the algorithm they use for search, called Hummingbird, as usual they are very coy about what they have done, but basically its going to make things even more difficult for search engine optimisation, especially if you don't have good original content on your site that is being regularly updated.

You may have a clever search engine optimisation company getting you links and writing articles with links back to your site and maybe even worse, filling your site with keywords. But at the end of the day you really have to offer a good meaningful website that is being constantly updated with new and interesting information for the people who are searching for you to rank better on Google, especially with these new updates.

Most search engine optimisation used to be about link building, that is having other sites link to yours and this still has some validity today, however you can't just have any links. The links need to be relevant and rank well with Google themselves, the difficulty is finding relevant sites that are in the dental industry and that are willing to put a relevant link to your website from theirs!

If you offer one of the branded products such as Invisalign or Cerec for instance you might be able to get a link from them to your site which might boost you rankings, but ideally you will need many more than this and it still might not work.

Another trick is to write articles and get them published throughout the web with a link back to your site, but again this is very hit and miss, it might or it might not work.

The very worst search engine optimisation trick you can try is to stuff your website with keywords, these are literally the words you think that you patients will search on, if Google thinks you are doing this, not only will they not boost your ranking, but they could actually penalise you for it.

So how can you get your website to rank well in the natural listings of Google? Well the simple answer to that is to have a quality website, with lots and lots of content, that is also continually being updated and added to. Simply putting a website up there and doing nothing with it will also do you not good at all.

So be very sceptical about anyone who claims they can simply improve your rankings by paying them £500 per month, the best way is to do the right thing and make you website lively, have lots of content and be relevant to the person searching for you.

If you want to increase you patient numbers, revenues and profits, call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk or visit my website at www.dentalmarketingexpert.co.uk