What is natural search engine optimization? In the biz, we segment SEO into two categories, organic (or natural seo) and paid (or PPC). The best metaphor for this is, natural SEO is like buying a home. Pay per click SEO is like renting a home.
Natural SEO: Investing in Your Future
The core of organic SEO lies in how a site is built and the content placed on it. Ideally, your web company will design a custom dental website that appeals to search engine spiders, such as those belonging to Google. Factors like clean code, original text, internal links on keyword phrases, use of jQuery or HTML5 instead of Flash, metadata, and alternate image text contribute to an SEO-friendly website. Built with these elements, when a site map is submitted to Google, the website should do well on search. Of course, website upgrades, like home upgrades, increase value. As you add pages of original text, your website will become more and more valuable, meaning it will rank higher and for more keyword phrases on Google.
How does organic SEO work? When you submit a sitemap to Google, or when Google’s spiders happen upon your website, the spiders inject your code into Google’s algorithm. This long and secret algorithm tells Google how your website should come up in search engine results pages (SERPs). The factors mentioned above, from clean code to original content, appeal to search engine spiders and will influence higher Google SERPs rankings. When your site’s pages come up in Google SERPs, a user simply clicks your site’s URL and description, and he is redirected to your webpage. With a natural SEO strategy, you do not pay Google every time your indexed pages are clicked on by end users. On the contrary, your investment is in the building of your website. Use bricks and mortar instead of sand and twigs, and your site will thrive on Google SERPs long term.
PPC SEO: Investing in the Moment
PPC, or pay per click, describes an advertising opportunity. The most popular PPC is owned by Google and is called Google Adwords. You should know that you do not have to pay for Google Adwords to show up on page one of Google; you simply need a strategically, organically optimized website. However, if you want to pay to be on page one of Google because your website does not rank well, you can sign up for an Adwords campaign. You’ll select keyword phrases that you think potential dental patients might search for, and each of those phrases will be associated with a monetary figure. Then, you’ll pre-fund an account with Google Adwords. Every time your advertisement comes up on Google and someone clicks on it, your account will be debited the agreed upon monetary amount. When you run out of funds, Google will let you know.
What happens when you stop paying rent on a rental property? You are kicked out. The same is true of PPC with Google Adwords. When you stop funding your account, your ads no longer show up on SERPs. While this is a fair and reasonable arrangement, you will be left with nothing. If you had invested in natural SEO, your site may still be ranking high on Google SERPs, even during times when you don’t invest in additional content.
So, the short story is: natural SEO holds more long-term value than PPC SEO.
Help with Dental Website SEO
If you’d like to talk with us about your dental practice’s internet marketing strategy for 2013, or you have questions about natural search engine optimization, give us a call today at 972-781-8861.