Google’s latest update to its search algorithm is a big one. They’ve named this update Hummingbird – as it seeks to be both fast and very, very precise in returning search results. As we wrote in last week’s blog post, the Hummingbird update will put less emphasis on matching keywords a Google user searches with and more emphasis on understanding what the user is most likely hoping to find in their search results. This update will affect 90% of searches and as Business News Daily reports, it “aims to filter the “fluff” content that is solely created for nabbing search engine optimization and instead deliver better, higher quality search results.” Here is what we think users will now begin seeing on the first few pages of their Google searches:
- Direct answers and comparison articles (ie-blog articles)
- Hyper-specific answers to more complex search queries
- High-quality (and we mean HIGH-quality) content
The Hummingbird update will change how patients find a dentist on the web – in particular, which webpage of a dentist’s website they find first. Because Google aims to bring more precise, local answers to conversational style search queries, we’ll begin to see less dental website “home pages” show up in search results pages. What we will begin to see, are the internal webpages of practice websites, which focus on specific procedures. To make sure your prospective patients find exactly what they need (including how to book an appointment) when they find your service pages in a Google search, here is what you should do:
Call to Action Statements on Internal Service Pages
Call-to-action statements, or telling your patients how you want them to book an appointment with you, have always been a major component of your website’s home page. And why shouldn’t they be? When a website was optimized for specific keywords, it usually brought up the homepage of that site and your potential patient could easily find how to contact you. While you should still have call-to-action statements on your homepage, you should ALSO include them on every internal service page of your website. Why? Google searchers have short attention spans and if they can’t find what they want quickly (as in a few seconds), they’ll move on. Don’t assume that a potential patient will arrive at a service page and, unable to find a phone number, will go to the “contact us” page. Some will; but many won’t. Play it safe and add a compelling and clear call-to-action statement on each service page.
Here are some examples you can use:
- “For more information about dental implants, call our experienced implant team at XXX-XXX-XXXX today.”
- “We always provide complimentary cosmetic dentistry consultations. You can make an appointment by clicking here – www.url.com/appointment”
- “Make an appointment today and get 10% off your next teeth whitening treatment. Call the office of Dr. X at XXX-XXX-XXXX today.”
TIP: Add your phone number or link to make an appointment in every blog article too.
This Google update is a great opportunity for dentists to rise to the top of your market and make sure your dental website ranks higher than your competition’s. To learn more, contact our online marketing team today for more information.