Search Engine Optimisation v Google Adwords

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

How Procrastination Damages Your Business

ProcrastinationI was asked to speak to a group of dental sales people the other day. I asked them what was the biggest obstacle they faced when dealing with the dental profession and to a man/woman they all agreed it was procrastination.

We all know that we struggle to make up our mind when it comes to making purchasing decisions either at home or for the practice. But I want to discuss how procrastination hurts when it comes to marketing.

Let give you an example. I have a client who we have just built a new website for. He is very happy with the website except for the Google map which is on it and Google have put his practice around 30 yards from where it should be.

Now let me explain, this practice is not on a busy high street it is in sleepy suburbia with no other dental practices around it. But he can't give us the go ahead until Google get it absolutely correct (which they may never do).

The reason this procrastination is hurting his practice is that his existing website is dreadful. It isn't mobile friendly, has out of date information on it. Hasn't had an update for years, but he won't give the go ahead on a brand new website because Google have got his map position slightly wrong.

Example Two

Let me quote you another example. I was working with an orthodontic practice last year. Our target market was other dental practices as they only take referrals. We decided on a postcard and email campaign. It took the two partners, nearly ten weeks of procrastination to agree on the artwork for the postcard.

In six month we managed to get out around four email's all because they couldn't agree on the wording. They wouldn't send anything out until everything was perfect. They then couldn't work out why the campaign wasn't a success, the answer is procrastination.

Good is good enough

I'm not saying for a minute that you should send out any old rubbish. What I am saying is "it doesn't have to be perfect". It's far better to get something out that is good rather than procrastinate for weeks or in some cases months trying to strive for perfection.

A good offer is a good offer irrelevant of what the artwork is like. People don't buy because of design, they buy because the offer is irresistible to them.

If you don't publish your offers or advertise what you can do for people how on earth do you expect them to buy anything from you.

Not publishing is probably the biggest reason why most dental practices are short of patients. In my experience most dental practices would rather complain about not having enough patients (and cash in the bank), than try and generate more by advertising or creating a new website or getting themselves on Google Adwords or sending to a leaflet drop etc. etc.

Procrastination will hurt your business, it may even end up destroying it.

If you need help marketing your practice call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit my website www.dentalmarketingexpert.co.uk or visit our Facebook page

Posted on by Neil Sanderson

How To Turn Your Website Home Page Into A Sales Machine

 

home pageGetting your website home page right is absolutely crucial. I keep saying this and I'm going to say it again. The vast majority of people who visit your home page will do so on a mobile phone! Not on a desktop.

In some instances this can be as much as 90% of all the visitors that come to your home page. This means that you have to think mobile first and desktop second.

If you look at most dental websites they have a large image across the front of the home page that usually slides in and out with different photographs. These are effectively useless!

The reason for this is that they are designed for desktop viewers who may (a) look at your whole home page and (b) may stay a little longer. Mobile visitors are the exact opposite to this profile.

The seven second rule

There is a well known phrase in marketing circles called "The seven second rule." This means that if you don't grab your visitors attention within the first seven seconds they'll leave.

So why put sliding photographs on your home page when most people will never see beyond the first picture?

There are two things you should really concentrate on with your website home page that is (a) the headline and (b) the video. These are the two things that will catch someone's attention and hopefully retain them.

The headline needs to be about the visitor, not about you. For instance a good headline would be "We give you a five year guarantee on all our work." Guarantees work amazingly and most people don't give them. So if you make this central to your website home page, you already have an edge over your competitors.

It doesn't really matter what your headline is, so long as it is about the patient and not about you. I see all the time things like "Established in 1990" or "We offer quality dentistry", or something like that. People are simply not interested in you or where you graduated or what qualifications you have.

Your patients are only interested in what you can do for them and your home page should reflect this. We call this the W.I.I.F.M (what's in it for me).

Creating Headlines

Create a headline from what you are good at. So think of seven reasons why people should come to your practice and then make a headline for each reason.

Whenever you are thinking of using the word "I" or "We". Use You or Your. Always speak to your audience as an individual not a group. Don't say things like "our patients", say "You".

Remember the person who is reading this is almost certainly doing so on their mobile phone. This is a very personal exchange.

You also need a strong call to action. This is literally telling them what to do e.g. "Call now to make an appointment". "Book online now".

Use these tactics and turn a normal home page into a sales machine.

For more information on how to design your home page, call me today on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk. See our Facebook or Twitter pages.

 

Posted on by Neil Sanderson

SEO v Google Adwords

search engine optimisationIf you're not sure what the difference is between SEO (search engine optimisation) and Google Adwords I'll try to explain. I'll give you my thoughts on which works best.

Google Adwords

Google Adwords is where you pay Google to be at the top or near the top of the page when people enter a key word e.g. "dental implants". If you have set Google Adwords up correctly your website should appear at the top or close to the top of Google search.

Google reserves up to five slots for paid advertising. Whilst you may not be number one, you will usually be one of these top searches. Look at the screen shot and you can see the top four slots are taken with Google Adwords adverts not the organic listings.

search engine optimisation

 

Search Engine Optimisation

Search engine optimisation is where you influence Google to put your listing as near the top of the rankings as possible. This is often referred to as free listings, although this isn't. Usually the case as you have to (a) employ someone to do the search engine optimisation work for you or (b) do it yourself which is incredibly time consuming.

If you notice the example above, which was a search for dentist in Harley Street London. You have to go quite a way down the page before you come to the first "free" listing. This is quite deliberate by Google.

search engine optimisationThis issue with search engine optimisation gets even worse when you view it on a mobile. You may be prepared to look further down the page to find a none Google Adwords listing on a desk top. You won't on a mobile, (see image left). When you consider that 60-70% of all search is now done on a mobile. This is really bad news for free listings and search engine optimisation.

So should you invest in search engine optimisation at all? My advice would be to do both. You will never get to the top of a Google page by using search engine optimisation by its self. You can get onto page one and that is better than not being on page one.

In some areas of the country there is little Google Adwords competition and you might even get to the top of the listing but this seldom happens.

Conclusion

At the end of the day your website has to be at the top of the Google rankings. If you cover both search engine optimisation and Google Adwords, you are ensuring that whenever someone is looking for a dentist, your website will be visible.

I can manage both for you, we offer search engine optimisation on a set number of key words. We also manage Google Adwords, if you would like more information about these services.

Give me a call on 01767 626 398 or email me at neil.sanderson@dentalmarketingexpert.co.uk. Visit my website www.dentalmarketingexpert.co.uk or go to our Facebook or Twitter pages