Tag: google authorship

Do You Own Your Dental Content? Beware!

What I want to discuss in the article is Google Authorship for your dental practice.

Google Authorship For Dentists
Get Ownership Of Your Dental Content
With Google Authorship

Do you put add new content on a consistent basis to your dental website? If so, is it written by you or your team, or by a marketing company? I ask… because you need to be cautious of getting content provided to you by a marketing company because it may very well be on dozens of other dental sites on the net.

This is not good, and will not help you rank high in your area. And, not ranking high on the first page is a killer to your business.

Doesn’t matter how good your service is, or how beautiful your practice is. If no one can find you when they are searching for a dentist in your locale you’re toast!

I have seen this time-and-time again! The blog sections of dental websites that have the very same article (and images) as dozens of other dental blogs. This does your practice no good. In fact, in googles eyes, it may hurt it.

As you may know by now, Google owns the game on the Internet. And for them, it’s now google plus. If you don’t play their game, by their rules, you lose and your competitors get all the patients from the Internet.

Benefit Of Google Authorship

There are many benefits, but near the top is you own the content, and you are letting google know you own it!

The more content (blogs, articles) you produce that are optimized for google authorship, the higher you will rank in the search engines for that content. What’s that mean to your business? You get more traffic (eyeballs) to more pages on your website, and that can turn into more phone calls (inquires) to your practice, thereby increasing your revenue potential.

google-authorship-orthodontist
Stand Out In The Google Results
With Your Author Image

If you look at the image to the right, you’ll see I optimized my clients authorship in google, and his picture is the only one on the entire page.

He is at the very top of the first page in google for this, so not only will he get most of the clicks because of his position, but because his image is showing.

Do you think people would be more apt to click on that search result as it stands out? I think so.

Also, in the google+ local results on the first page, his image shows up again, so people searching will keep seeing his picture, again-and-again, and be drawn to click on it, and go to the website.

Trust And Authority

You build trust and authority on the internet with people, and that is the “key to the kingdom” when it comes to getting more traffic to your website from people searching google.

When people can link you to the content on your website (blog), they will trust you more…than reading content that people may have seen on multiple dental sites.

With google integrating all their properties (gmail, G+, and places (local)) it is critical for you to be optimized for all of these. Gmail isn’t as critical, but it creates some consistency with all your activities on the Internet.

I could go more indepth, but I know your busy tending to your patients. Just remember that content marketing should be a focus in all your dental internet marketing.

More Traffic From Search Results

Over 95% of the dentists I talk to do not have authorship set up, so that leaves a huge opportunity for you to get it set up, and start reaping the benefits of more search traffic than your local competitors.

Look at these 2 images below, that Justin Briggs had on his blog. These are called eye-tracking, heat maps, so the brightest areas are where the most eyeballs are going during a search in google.

heat map for google search result

As Justin mentions, as you see, the first result still gets lots of eyeballs, but the author image is pulling the user far down the page. It

Dentists – You Better Be On Google Plus

Google Plus For DentistsThe title was meant to wake you up if you own a dental practice and are not on google+ yet.

By the end of this article, my hope is you will head on over ASAP and get set up on google plus, both with your profile AND your business listing, which is called Google+ Local.

As of right now, google owns the game. Most people search on google when they are looking for a local service or business, such as a dental practice.

Because of this, we need to play their game. And part of that is joining Google Plus via a gmail account. It is somewhat straight forward, but can be a little frustrating at first. Just hang in there, because it will be worth it in the end.

 

Google Local Business Listings For Dentists

Google Plus Local Business Listings For Dentists In New YorkI want you to take a look at the image to your right.

See in the red box? That is the prominent “first page” section of google that is for businesses. See how they are ABOVE the organic (natural) rankings?

This is critical for you to grasp, as studies show people click on results that are higher on the page, and these listings are right below the google ads, which most people ignore, as they know they are ads.

Which puts them right in the site line of the visitor, therefore garnering a majority of the clicks.

There are over 200 local ranking factors to consider if you want to rank high in the coveted maps section of the first page of google.

Google Reviews

Another critical factor with having your google+ local listing is the ability to get reviews from happy patients. Google is weighing more importance on reviews, and they are most definitely affecting rankings in both the business and natural listings.

As google builds out this entire plan, you’ll soon see how it all integrates, and how important it is to have it all in place going forward.

These reviews are not only important for rankings, but people are taking more time in researching local businesses, including dental practices, and they are definitely reading the reviews.

If you don’t have any, and your competitor does…they win! If you have negative reviews and your competitors have positive ones…they win again!

google-local-orthodontic-reviewsNotice my client above. He’s got 10 reviews, and nearly a perfect score…and his picture is showing because the authorship has been done correctly. FYI – he is the ONLY google+ local business listing showing a photo.

The power to affect your practice is definitely in the hands of your patients, so hopefully your “in-office” procedures are at the highest level to produce great reviews.

Google+ Profile

I know this can get confusing, but your profile is more of a personal page, but equally as important to your overall google and search engine marketing strategy. You see…your profile gives you the opportunity to link out to all your web properties like your dental website, blog, facebook, twitter, youtube, linkedin, pinterest, and any other social account you have created.

Google will see all of these links pointing out to your properties and give you a higher ranking in the search results. This is not the only strategy you should use to rank in google, but it’s an important one to say the least.

Your profile also gives you an opportunity to show more of the personal side to you so people can see your likes, interests, family and passions. This brings a “human touch” to you on the Internet. People will see you as real and someone they want to work with.

Google Authorship

google-authorship-orthodontistI don’t want to get too technical in this article, but in future articles I will go in much greater depth on each topic.

What authorship does is allow you to “own your content”. When google sees you author profile linked to your content, they will start building a trust in you as a top notch dentist, and this in turn will help you get your content ranked higher in google, bringing you more traffic to your website, and potential calls to your practice.

This is a client of mine ranked first page google for a great term, and notice his picture is the ONLY one on the page. That is because we have implemented google authorship, and it’s working nicely. When you see an image next to a result, you are more apt to want to click on that result.

Also google, has another link called “More By” which people can click on to consume more of the content of your website. Can you see how powerful this is? And, how given this example, no one is doing it in the dental niche?

In the dental niche, authorship is not being implemented at all (except for my clients 😉 ); which gives you a huge advantage over your local competitors. If you can be first to market with authorship, you will start to own the first page of google with your content.

I’m going to end this article now, but I hope this has opened your eyes to what google is up to with google+, and what you need to do to win over your local market. This was not meant to be a “how to” article; I’ll do that in the near future.

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