MARC FOWLER
Businesses that are mentioned
frequently online are viewed
as more credible to Google.
Associating your sleep site with
the correct search terms is an
important step toward building
practice visibility. There are
over 200 factors that Google
considers when deciding which
websites to return in a search
results page. A deep dive into
Google’s algorithm is beyond the
scope of this article, so we’ll look
at a few of the more important
factors. content worth reading and is
appropriately related to the
search term that brought the
visitor to your site. This helps
them determine the credibility
and relevance of your website.
First is on-page or technical
search engine optimization.
That is, what’s happening on
your website - within the code.
I’m referring to things such as
title tags, site maps, internal
links, etc. I highly recommend
you contact someone with
experience in on-page SEO.
Getting it right can significantly
help, but getting it wrong can be
disastrous and require months
to recover. We’ve focused on your website
so far, but off-page factors also
play a significant role in Google
rankings. This starts with the
quality and quantity of inbound
links (websites that point to
your website). If Google sees
other websites linking to your
website, they assume you must
be providing quality content and
be an authority on the topic.
User experience is another
important factor. Is your website
mobile-friendly, easy to navigate
and does it load fast? Google
tracks this data, as well as
factors such as “time spent on
site”. They measure how long
visitors stay on your website.
The longer a visitor stays, the
better. Google assumes that
this means that your site has
Pro-Tip: Embed video in your
website. According to Forbes,
video increases the length of
time visitors spend on a website
by 88%.
Another key off-page factor
in your Google rankings are
citation signals. A citation is
a reference to your practice’s
name, address and phone
number online. Unlike links,
citations do not need to link
back to your website. Just
having your information listed
online gets you credit for a
citation. Businesses that are
mentioned frequently online
are viewed as more credible to
Google.
Building organic visibility
for your stand-alone sleep
practice is a marathon, not a
sprint. Each of the activities
outlined above are merely
the starting points to a
much larger, ongoing online
marketing effort. We’ve
scratched the surface to the
online world and haven’t even
discussed the impact of video,
social media, or how each
market is unique.
If you’d like to take a deep
dive into the unique organic
visibility opportunities
available in your market, give
me a call. My direct line is 214-
592-9393. Alternatively, you
may visit BullseyeDental.com/
Call to schedule time on my
calendar.
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MARC FOWLER
Founder, Bullseye Media
Marc Fowler is the founder
of Bullseye Media, LLC. Since
2006, the team at Bullseye
Media has helped hundreds
of dental practices across the
U.S. and Canada leverage the
internet to achieve their practice
growth goals. Learn about
their turnkey direct-to-patient
sleep marketing program at
DentalSleepMarketing.com.