What is a website Autoresponder?

Posted on by Neil Sanderson

If Your Not On Page One Of Google You're Nowhere

page oneYou probably already know how important it is to be on page one of Google, it's pretty simple really the guys who's listings are at the top of the page get all the traffic.

Last year Google changed how it presents your listings on it's search engine on page one. First are Google Adwords (up to five of them). Then there are the Google local listings. Then the rest.

You simply have to be on page one in one of these areas or you may as well be on page 5,000 as people simply won't spend any time looking for you, especially on mobile phones and remember 60% of all the people who visit your site come to you via a mobile phone.

Google Adwords

So to guarantee you are at the top of page one you have to advertise with Google, this is called Google Adwords. Which also known as pay per click, in that each time someone clicks on your advert you pay Google a fee.

Google Local Business

You then have the Google local business listings. As you'd expect these are for local businesses and contain all the information about your practice. You can update this yourself and I would encourage you to do this.

You then have the page one organic listings.

If you are happy to pay Google to be at the top and I would also encourage you to do this, then your ad will normally be viewable at the top page one.

Search Engine Optimisation

page oneIf you don't want to pay Google you need to think about the other two options and this is where you have to deploy SEO (search engine optimisation).

Effectively this means that you optimise your Google local business listing by having as much information as possible on it and you have as many Google reviews as possible.

You will then need to continually optimise your site to keep it at the top of page one. This includes working on the site its self and also creating lots of back links to the site from around the web.

We also recommend having a strong social media presence. Now you may not be a fan of Facebook and Twitter! Google is and it will raise the profile of your website on page one if you post correctly.

All this is very time consuming and is something of a black art. I would strongly recommend you get professional help to do this as you may just create the wrong impression with Google and make things worse.

See the screen shot of a search I created which clearly shows the adverts at the top of page one, then the Google local listings, then the rest.

If you want to be on page one via the route of search engine optimisation and social media. We can help out with our SEO and Social Media services. For more information call us today on 01767 626 398. Email sales at sales@dentalmarketingexpert.co.uk. Visit our website at www.dentalmarketingexpert.co.uk. Visit our Facebook and Twitter pages.

 

Posted on by Neil Sanderson

Major Changes For Google Adwords

 

google adwordsIf you thought that you could bypass Google Adwords (the pay per click paid for listings at the top of the search page), think again. Google has made some major changes that are going to make search engine optimisation even more difficult.

As I've been telling you in this blog for some time now most people will come to your website via a mobile device not a desktop. Google has also recognised this and now has adopted the slogan and philosophy "mobile first".

50-60% Of All Search Is Now On Mobile Devices

Because 50-60% of all search is conducted on a mobile device Google is taking advantage of this like never before. Here are the changes and you'll quickly see why search engine optimisation is going to be even more difficult.

Google Adwords is Google's main source of revenue. They don't really want you to click on one of those free listings. To make this more difficult they've made their ads 50% bigger.

The consequence of this is that now the ads take up 50% more space on the first page of Google. In mobile terms, this effectively means that there are no "free" listings on the first page of Google's search.

Even if you have the best search engine optimisation company working on your website, it's highly likely that you won't be seen on a mobile search.

So how has Google Adwords made its adverts 50% bigger?

Before the change you used to have one line for a headline and around 40 characters for your text. Google has expanded this to two lines for the headline, and given you 85 words to write your text.

The upshot of this is that in almost all instances your click through rate (people seeing your ad and clicking on it) goes up by around 50-60%. This is great news if you are advertising with Google Adwords, not so great if you're not.

They have also let you put extra words in the URL line. This just makes the advert more attractive, encouraging even more people to click on it.

There are now no adverts down the right hand side of the screen, just the top four or five Google Adwords ads at the top and usually three or so at the bottom of the page.

This has really squeezed the free listings, so that whilst you might get three or four on a desktop search, you really don't get to see any on a mobile search.

And mobile users are much less likely to scroll down below the Google Adwords ads, they almost always click on one of these.

Google becoming an Adverts Engine

I stated around eighteen months ago that Google would effectively change from being a search engine to an adverts engine and this concept isn't new.

Just think back a few years to the Yellow Pages. To get noticed you had to pay for a larger advert, Google Adwords are no different.

If you are really serious about promoting your dental practice. Grasp the nettle and start to use Google Adwords. But be beware, if you don't know what you are doing it can cost you dearly.

Take my advice and get a marketing expert involved. In the long run it will make your ads so much more effective and potentially save you a fortune too.

If you would like to know how we can help you with your pay per click Google Adwords. Call me today on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit either our website dentalmarketingexpert.co.uk or Facebook or Twitter pages.

Posted on by Neil Sanderson

How To Design Your Website

Whenever I ask a prospective client "does your website work for you?" they inevitably answer "well my friends and colleagues say the site looks nice". This doesn't mean that it is working for you. A site that is working for you will be generating patients on an ongoing basis, this is why you have to know how to design your website.

how to design your website

Having a sliding picture on your home page like the one on the left is probably the worst thing you can do, it achieves absolutely nothing, everyone visiting your website will ignore it and the photographs means nothing to anyone. If you have one of these on your home page (or any page actually) get rid of it.

If you have a large area at the top of your website with your logo etc., reduce it, nobody will notice your logo and nobody cares about it (other than you). The only thing that is really important to have at the top of your page is your telephone number (which should be clickable), an email address (again needs to be clickable) and if you have online booking have a button so that people can book online. These are fundamental in how to design your website.

how to design your website

The single most important item you should have on your web pages is a headline (not your practice name). But a headline that stands out and tells the visitor exactly what this page is about e.g. "How Dental Implants Can Help You" "How To Straighten Your Teeth Without Metal Braces". This is what the visitor will have searched for, so give them what they want.

The next thing you must have on your pages a video, a website without video is just not going to work. A video is the single biggest thing that will keep someone on your page decreasing your bounce rate. Bounce rate is when people come to your website and simply bounce away again without taking any action. Having a video reduces this by up to 90%. Incidentally don't put a video from one of your suppliers here, they don't work either.

If you look at the screen shot (above right) you'll see a strong headline with a video directly below it, this is what get's and keep's people's interest and is crucial in how to design your website.

The next thing to have on your page is an "autoresponder" this does what it says on the tin, if someone leaves a message on your site it will automatically respond to them and continue to send them emails over a set period of time.

But the biggest mistake that people make when thinking about how to design your website is concentrating on the desktop version rather than the mobile version. 70% of all the traffic to your website will come from mobile devices (not desktop). So don't spend hours on the different colours and photographs on your desktop site, because the vast majority of people will never see that version. Ensure that you concentrate on the mobile version above all else.

Go and have a look at this page on my site, it is exactly what your pages should look and feel like http://www.dentalmarketingexpert.co.uk/web-design/

If you would like more information on how to design your website call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk of visit the website www.dentalmarketingexpert.co.uk or visit our Facebook page.

Posted on by Neil Sanderson

Introducing The Complete Digital Marketing System

The digital marketing system

It would be great wouldn't it, if all you had to do was create a website for your dental practice and forget about it. New patients would flock to your door and your existing patients would tell you just how much they enjoyed the content on your site.

Unfortunately that isn't how things happen in the real world, if you don't actively promote your site it will simply be a waste of your money. This is why you need a digital marketing system. To drive traffic to your website and convert that traffic into paying patients.

Here are the consequences of not being pro-active on the web!

  1. You won't be found on Google desktop, your website will almost certainly not be on page one.
  2. Your patients won't visit your website because there is no reason for them to do so.
  3. Your mobile rankings will fall and so you won't be found on a mobile device either.
  4. Anyone who does find you won't have a reason to do anything when they arrive.

The fact of the matter is that most dental practices may as well not have a website at all, simply because people can't find it and when they do, there is no call to action!

This is what a digital marketing system does.

You need to ensure that your website is on the first page of Google and ideally Bing and Yahoo too. There are two ways you do this (a) search engine optimisation and (b) advertising with Google/Bing/Yahoo. This means you simply have to have a digital marketing system in place.

Search engine optimisation makes your site relevant and vibrant, the search engines see that your site's content changes regularly, that there are relevant links back to it and that it is mobile ready.

Google advertising pretty much automatically gets you to the top of the search engine rankings, this is particularly crucial with mobile search.

Social Media You have to be active on Social Media. Whether you like it or not, Social Media is a reality, 50% of the UK's population spend 25 minutes every day on Facebook, and that doesn't include Twitter, Instagram etc. Quite literally if you're not on Social Media you are missing out on a massive opportunity.

Email marketing is still one of the most effective ways to get your message out. When we build a website we build in an auto-responder, which will automatically start sending out a series of emails to people who have visited the site, this is crucial for high value treatments such as implants, veneers and straightening.

Video is the new phenomenon that is driving the web forward. If your site doesn't have the right type of video you are simply not in the game. A site with video is 80% more effective at generating business than one that doesn't have video, particularly in dentistry.

Remarketing This is a new technology available from Google and Facebook, it works like this. When someone comes to your website we put a cookie on their computer. When they then visit sites like The Daily Mail, Daily Mirror, Sky, Ebay, Facebook (Google has millions of partners) your advert will be shown to them, they think that you have a massive advertising budget and you are all over the web, whilst in fact your ads are only being shown to people who have visited your site. This technology is making a massive difference to the conversion levels.

So if you are really serious about building your dental practice and increasing the number of new patients that you register you need a digital marketing system, so call me today on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk you can visit our website at www.dentalmarketingexpert.co.uk or click here to go to our Facebook page.

Posted on by Neil Sanderson

More on Search Engine Optimisation

search engine optimisation

Neil Sanderson Dental Marketing Expert

So following up on last weeks blog about Search Engine Optimisation (SEO). I thought I'd talk about Social Media and Google advertising as they are also crucial to your Google rankings.

Search Engine Optimisation with Facebook

Let's start with Social Media and particularly Facebook. Without any doubt the cheapest form of advertising to get get links to your website are via Facebook. You can get video plays for 1p per time. Just think about that Facebook will show your video to as many people as your budget will allow for just 1p each view.

For search engine optimisation there is just no cheaper way to get people to come to your website and in turn drive you up the rankings.

Here's what you do. You create a video or get someone to create a video for you (maybe me), you put this into an advert on Facebook with your website URL a few lines of enticer text and a call to action e.g. book now. Facebook will then start showing this to your targeted audience.

So for instance lets say you have a dental practice in Bedford (my local town). You offer facial aesthetics, so your target audience is probably females between 25-60, who live in Bedford. Facebook will let you do this.

Let's assume you have a budget of £200.00 for a month, Facebook will show your video to 20,000 people who fit your profile description with the potential for them to come to your website. There simply isn't any search engine optimisation available as cheap as that.

Because people will be clicking on your Facebook video, Google sees this as a "social link" which they like very much, so not only are you getting your video in front of all these people but you are increasing your rankings in one go.

Search Engine Optimisation using Google Adwords

As I mentioned in my earlier blog last week, the only way to get to the very top of Google is to advertise with them e.g. pay per click or Google Adwords. This because the top three places are always given to advertisers rather than the organic search.

There is also another angle you need to think about. 60% of all search is now done on mobile devices. people barely ever go beyond the first three listings on a mobile search, all of which are Google ads.

So if you are serious about being found on Google you have to look at pay per click, it is almost guaranteed search engine optimisation because you are paying Google for the privilege.

Google pay per click is brilliant, as you only pay when someone actually clicks on your advert and is sent to your website, which let's face it is exactly what you want isn't it?

However you do need to be very careful with Google pay per click. Google are extremely efficient at taking money from you. In the marketing profession it's called "The Stupidity Tax".

At every point when you are setting up an ad campaign Google will try and get you to use their defaults which are designed to make you spend as much money as possible.

If you are going to get into Google Advertising for your search engine optimisation (I recommend you do). You need to learn how to do it well first or get someone like me to do it for you. Because I will get you the lowest price per click and ensure it works for you, whereas you may well just line Google's pocket even more.

If you would like more information on search engine optimisation, please call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk or visit my website at www.dentalmarketingexpert.co.uk or visit my Facebook page.

 

 

Posted on by Neil Sanderson

Search Engine Optimisation (part one)

Using search engine optimisation
search engine optimisation

Neil Sanderson Dental Marketing Expert

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
  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.
  6. Navigation Analysis ensure that your site has good navigation and all links within the site work.
  7. URL names ensure that your URL (the name of the page) is relevant and has your key words in it.
  8. 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.

If you would like help with your digital marketing, call me on 01767 626 398 or email me at enquires@dentalmarketingexpert.co.uk or visit my Facebook page

Posted on by Neil Sanderson

How To Plan Your Website

Your website needs careful planning just as everything else that is important does, this article will hopefully give you some tips on how to plan your website.

The first thing you need to think of when you plan your website is the URL (Uniform Resource Locator). This is effectively the address of your website. If possible try and have your location and name in the URL e.g. "Ickwell Dental Practice" which would be www.ickwelldentalpractice.co.uk.

Equally you can have a .com name, there is no benefit really in either but if you take the .co.uk domain, try and make sure you also own the .com version too, just in case a competitor tries to take it.

Once you have your domain you need to think about your website pages. When you plan your website you are effectively planning the website pages.

If you take anything from this article remember this. Every page on your website should have a purpose! So when you plan your website, think about what purpose that page you are spending so much time on is going to do for you.

We design and build many websites for dental practices and many clients add lots of pages for no reason whatsoever. The ideal website needs no more than 20 pages.

So when you plan your website, here are the pages you need, anything else is basically a waste of time.

  1. You need a home page, this isn't as important as everyone thinks but it's a place to start, ideally most people will never see this as they are going to go to the page they want.
  2. You also need a contact us page with a map and all your contact details.
  3. You need an about us page (more for the GDC than anything else). It should have details of all members of staff and if applicable their GDC numbers.
  4. You need a blog, this is incredibly important
  5. You need an offers page for all your special offers.
  6. You then need a separate page for each of your treatments, however many you offer. Do not put them all on a single page this is a huge mistake. I would be inclined to only highlight your private specialities such as straightening, whitening, implants, sedation etc. etc.

That's about it for content so when you plan your website, use these items as a minimum, as I said earlier, anything else is just a waste of time. nobody will visit them.

Ensure that every page has your key words in them, so start planning your key words immediately when you start planning your website.

You need to have video on all your treatment pages, ideally this video should be on your YouTube channel and linked to the site. This will boost your rankings substantially.

Your blog is equally important, don't think for a minute that everyone who visits your site will read your blog, but the search engines will note that you post regularly, just as I am doing now.

Make sure you have lots of links into your site from your Social Media channels, e.g. Facebook, Twitter, LinkedIn, YouTube etc. etc.

Social Media links are also crucial to your Google rankings too, you can't have enough of these.

Ensure that all your photographs on your site have captions and are also optimised for the search engines.

If you follow these simple guidelines you won't go too far wrong.

If you need more information about planning your website, call me on 01767 626 398. Or email me at sales@dentalmarketingexpert.co.uk or visit the website www.dentalmarketingexpert.co.uk or even visit our FACEBOOK page.

Posted on by Neil Sanderson

Dental Blog For your Website

Here's a blog about how to write a dental blog, which I think is quite amusing, but blogging is now essential for your Google Rankings, it can literally be the main reason why you appear on the first page or not.

So what do you need to do to write a dental blog for your website?

WordPress

The first thing is to write in WordPress (it's free), ideally your website should also be built using WordPress or at least as a front end, which means you can edit the rest of the site too. WordPress has all the tools you need to start blogging.

When you write a dental blog, you have two audiences, (1) your patients and prospective patients (2) Google, not necessarily in that order either.

Theme

When you start blogging, every dental blog you write should have a theme e.g. "dental blog" which is the theme for this one. This is your keyword and what you want the blog to rank on.

Don't cover lots of subjects in a single blog, try to keep each dental blog you write to one subject.

Ensure that the URL of your blog has the keyword you are promoting in it, with WordPress you can edit the URL. So for instance if your are writing about teeth whitening, ensure this is in your URL.

In addition to being in your URL, it also needs to be part of the main headline. So for instance the keyword for this article is "dental blog", you'll note that the words dental blog are in the URL and are part of the headline, you need to do the same.

Keywords

The keyword also needs to appear in the text, but don't go mad, ideally no more than 5% of your text should have your keyword.

There is a great plugin for WordPress, called WordPress SEO by Yoast, which is what I am using as I write this blog. It will actually tell you exactly where your dental blog is scoring well and badly for Google SEO.

It will tell you if you have too many keywords or too few, so when you open up your WordPress dental blog, download this plugin as you'll find it an invaluable tool to help you create your blog.

How long?

The blog should be between 300 and 500 words long, if your blog is longer than this it isn't a problem, but you won't get any more brownie points from Google, if it is less than 300 words though, Google may not recognise it as a blog at all.

Meta description

This is the description you give your dental blog to Google, it's not really for the general public, although they will see the description under the heading when it appears in a Google listing. It is mainly for Google to list and rank the blog, it needs to have your keyword as part of the description.

Categories

You should ideally give your dental blog a category too or several categories. For instance I have given this one "dental marketing" "SEO" "dental website design" and "dental blog". This is what I want Google to see and rank on.

Headings

Ideally you should make all your sub-headings a Headline too, in computer speak this is a H1, H2, H3 setting, you can see how I've laid out the sub-headings in this article

Tags

Give your dental blog tags, this is more help for Google to see what your blog is about, for instance I've tagged this blog "dental marketing" "online marketing" etc. etc.

Links

Finally ensure that you have lots of links back to your website, so if you are blogging about teeth whitening, have a link back to your teeth whitening page, if you are writing about implants, link back to our implant page. You also need at least one external link, so put one to one of your suppliers or your Facebook page etc.

If you would like more information on how we can help you with your website, call us on 01767 626 398, or email us at sales@dentalmarketingexpert.co.uk or visit the website www.dentalmarketingexpert.co.uk or visit our Facebook page

Posted on by Neil Sanderson

Your Landing Page, The Most Important Page On Your Website!

Most people think about a website as one big element but in fact as far as Google or any other search engine is concerned it is in fact a series of pages that the search engine indexes and when someone comes to your site they arrive on a landing page.

Your home page is where most people will first come to when they have entered a search on Google, but this is probably the last page you actually want them to land on and here's why.

The most successful sales website on the planet is Amazon, I suspect that everyone who is reading this article has visited Amazon and more than likely has bought something from it and the reason is that they are exceptionally good at converting browsers into buyers which is what you have to do.

The reason they are so good is that they always send you to a landing page. Just think about it, Amazon doesn't have a "home page" or an "about us" page do they?

No what happens is that you will search for something you are looking to buy, you'll usually see an advert which has been placed by Amazon, you'll click on that advert and go straight to the product you want. You seldom if ever have to navigate around the site trying to find what you are looking for, because you have been sent to a landing page.

This is what the majority of people who are searching the web for something now want. So for instance if they are looking for dental implants, they don't want to come to your home page, then navigate to treatments, then find dental implants etc. you need to be sending them directly to the implant landing page.

The same is true of just about any other treatment you offer, you have to send patients directly to the correct page without them having to work out how to get there themselves.

There are two ways to do this, the first is by using Google Adwords, this enables you to advertise what it is you want to promote and send patients directly to the correct treatment page. Of course this costs but it is guaranteed and will start working almost immediately.

The second way is to try and do the same thing using SEO or Search Engine Optimisation, which is much more difficult. This takes a great deal of time, you will almost certainly spend quite a lot of money with some form of search engine expert and the results can be very hit and miss because you are hoping that Google will look kindly on your efforts.

And just to make things even more tricky, Google may just change its algorithms at any time and all the work you have been doing to promote your page will be undone and you need to start again.

That is why I wrote a series of articles about a year saying Search Engine Optimisation Is Dead, which isn't strictly true but is it really worth it? When you can pay Google to do it for you!

So when you are thinking about your website, don't think of it as one large item, think of it as a series of pages and try and get traffic to land on the correct page on your site (your landing page).

If you want any more information on how to make your website work for you, call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk or visit www.dentalmarketingexpert.co.uk or visit our Facebook page.

Posted on by Neil Sanderson

Here's Why You Need An Autoresponder On Your Website

My wife and I are having a long overdue holiday in South Arica next week, we're both looking forward to it. There is something about hot weather in January, which is just fantastic.

I have to admit that my wife did the majority of the research into the holiday. We are staying at multiple locations and obviously she wanted to find out as much as she could about each location and spent hours on the internet doing so.

You might be thinking what's this got to do with dentistry or an autoresponder? The answer is pretty much everything.

We have all become much more savvy when we come to make medium to large purchases, such as holidays, kitchens, cars, computers etc. etc.

The same is exactly true for your treatments, such as implants, straightening, smile makeovers, even crowns and bridges.

In general people don't make snap decisions about any of the items I have listed above, so why do you think they will do the same when it comes to purchasing your treatment?

The average implant costs around £2,500 and the average number of implants that a patient will have is 2.5 (not sure where the .5 comes from, but allegedly this is fact). So the average cost to a patient for implant treatment is £6,250.

So this is right up there with the purchase of a car, kitchen, holiday etc. etc.

This is where the autoresponder comes into its own. Heres how it works.

  1. When the patient visits your implant page, you offer them something they will be interested in e.g. a document about dental implants.
  2. This is free but in order to get it they have to leave their email address and name.
  3. When they do this the autoresponder automatically sends them out the document and logs their details in it's database.
  4. The autoresponder then sends out a series of emails at set intervals (set by you).
  5. These emails are NOT sales emails, they are informative.
  6. They are designed not to sell but to build up trust in you and your practice.

So when the patient has spent several weeks or maybe even months researching dental implants, your emails will have been landing regularly, giving him or her crucial information about implants.

Let's face it, it's one thing getting a kitchen fitted, its a whole lot more personal having surgery isn't it, that's why we have to build up the trust and the autoresponder does this for you.

Ideally you should set up a series of 12 emails to go out over a three month period, but it can be more than this or for longer or indeed shorter, it's really up to you.

Having an autoresponder on your website, can increase your success rate by 50% or more, simply because the patient/customer is receiving regular (none sales) material from you.

And here's the beauty of it all. The name really tells it all "autoresponder" all this is done completely automatically, you don't have to interact with it at all.

We can set up an autoresponder up on your website or better still build you a new one based around the autoresponder, so call us on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk, visit the website www.dentalmarketingexpert.co.uk or visit our Facebook page