In case you’re new to this blog, I’ll say it again: Google holds over 93% of the market for search engines, and Bing and Yahoo fight it out with the little guys for the remaining 7%. So, it just makes sense that online marketing strategists turn to Google for information on how to help dentist websites rank high.
Google’s search engine spiders, also called robots ‘bots, visit each website on the Internet. The code that creates a website is filtered through Google’s algorithm, a constantly altered tool that tells Google what websites are about and which sites hold the most authority and value to people looking for answers online. The results of the algorithm’s assessment are seen in Google rankings. For the term “Dallas dentist,” you may be on page two, position 15, and for “Plano cosmetic dentist,” you might rank on page one, position 6 and map listing B. The goal for website rankings is to reach page one, position one for keyword phrases that your target market commonly searches for on Google.
Why New Text Matters in Dental Marketing
One important factor that Google’s algorithm considers is original content, which is defined as text not found elsewhere online. Another factor is the freshness of the text. So, in addition to needing original text for your site, you need to refresh the text occasionally. This tells Google that you’re still active with your website, and you’re keeping it up to date. If you overhaul your website content, your rankings will drop temporarily. The better option is to add pages, make updates, and tweak your homepage a few times each year. If you add new pages, be sure to update your sitemap and tell Google to fetch your site for re-indexing. Don’t forget to update the metadata as well!
Links in Copy and Tagging Photos and Videos for SEO
In addition to placing high value on original, fresh text, Google also looks at links, photos, and videos for SEO credit. The best links are those that come to your site from other reputable dentistry-related websites. The links should be embedded on keyword phrases for optimal SEO value. Links in your website copy, to related pages on your site, are also valuable, particularly when embedded on or around keyword phrases. One other aspect of links is the link title attribute – it should use keywords that describe the destination page.
As for photos, the alt-image tag in the code tells Google what a photo represents, because search engines can’t interpret images, unless they have typed descriptions. The image’s file name can also be a search consideration, so if appropriate, use keywords in the name. Captions, too, are relevant to search. If you use captions with images, include keywords. Videos are a bit different. Google owns YouTube, so the best way to optimize a video is to upload it to YouTube, then upload a keyword-rich script and define tags. This can all be done in a YouTube channel’s admin page. Once the video is on YouTube, use the embed code to display it on your website or page.
Dentist Website Success with SEO
If your website needs an SEO analysis, or if you’re ready to leverage website SEO to rank higher on Google, call MDPM Consulting today at 972-781-8861, or email us at [email protected]. Our dental copywriters, graphic designers, programmers, and technicians are ready to help you achieve success with online marketing.