How are you finding new patients online? Ernie Cote, Bullseye Media’s Owner and CEO, discusses best practices for SEO in the latest issue of North Texas Dentistry. Take a look.
When my daughters were young, we’d play “Would you rather?” They would laugh and ask things like, “Would you rather lick a dirty boot or step in dog poop?” The questions got more absurd the longer we played, but we sure had a lot of giggles.
I thought about that game the other day as I spoke with a dentist complaining about her website traffic and contemplating a new site to fix the issue. I was trying to explain that a new, prettier site was not the answer, but I was failing to get through to her.
Then I randomly blurted out, “Dr., would you rather have a brand-spankin’ new, state-of-the-art building … I mean cover of Architectural Digest material … located at the dead end of a difficult-to-find road? Or would you rather have a ho-hum office—decorated by grandma a decade ago—on the busiest corner in town?”
She replied incredulously, “The office on the busiest corner in town, of course! I can remodel anywhere.”
I said, “Yes! Me, too. So, let’s get your site on the busiest corner in town … or in online terms, at the top of Google searches, then focus on the remodel. Let’s shift the focus from building the site on the block with no traffic, to getting to the busier corner and remodel later.”
Thankfully, the analogy worked, and we shifted the conversation from new site photos and colors to less-fun-but-critically-important topics like keyword research, link building, new blog content, etc.
Unfortunately, I work in what can be a shady industry; too many companies offer overnight solutions to website traffic and conversions—promises of top Google rankings overnight. That’s just not possible because Google will not allow it. Despite what you might think about Google, its business model is founded on giving you the best search results possible.
If you searched for “best cosmetic dentistry” and you got results for ‘lipstick’ and ‘dental floss,’ you’ll stop using Google and their advertising revenue would dry up. So, Google invests heavily in lightning-fast analysis of sites related to your search.
Let’s say Google is looking for the best result for your “best cosmetic dentistry” search and is comparing Dr. Ernie’s and Dr. Bert’s (short for Roberta) sites.