Search engine optimisation (SEO) is the on-going process of making sure your website performs as well as possible on specific search engine searches. The key distinction between paid and organic search marketing is that with search engine optimisation, you get the visitors you earn. Whereas with pay per click, you get the visitors you pay for.
Why optimise your website?
Success is based on being top of search rankings. The top-ranked website for a search does better than the second. The top few get many times more visits than the results at the bottom of the first page, which in turn get many times more clicks than results on page two, etc.
You should be optimising your website to get high rankings. Aim to get in the top five or ten results for your chosen search terms or keywords.
How to improve your search ranking
With SEO, you attract visitors by developing a high-quality website. Improving your SEO takes time and work. Expect to spend six months on SEO work before you see a significant improvement.
At first glance, this may seem like a disadvantage. But it’s actually a good thing. SEO forces you to do things you should be doing anyway (things like content development, website usability improvement, and online networking). Your website will come out of it better than when you started.
SEO made simple
Finding out how to get on the first page of Google may feel like a complex and overwhelming task. Following some simple steps makes it possible to create a website that does well in Google ranking search results.
- Get an expert to build your website.
- Use keywords.
- Create quality, original content.
- Ensure your website is usable on multiple devices and screen resolutions.
- On-page SEO. This includes creating separate pages for each keyword or phrase i.e. don’t have a general services page, have separate pages that focus on each service.
- Incorporate appropriate images from reputable stock image websites.
- Create quality back-links.
- Use social media.
- Update your website regularly.
- Have your business listed on third-party websites, including business name, address and phone number.
- Ensure that your details are identical in each listing.
Is Search Marketing still overwhelming you?
Get in touch with us for further information and advice on implementing these activities for your dental practice.
This article is an extract from ‘Fully Booked – Dental marketing secrets for a full appointment book’. Find out more or buy the book here.
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Named as ‘Australian Dental Industry Professional Of The Year 2018’, Carolyn S Dean is the author of ‘Fully booked – Dental marketing secrets for a full appointment book’ and is the Managing Director at My Dental Marketing. Carolyn is a widely-known seminar speaker and dental marketing consultant working extensively with dental professionals.