Through our journey of exploring different types of SEO ranking factors, we have learned what to look for in a domain name and this post, we review on-page ranking factors. These are the different ways to (favorably) catch the attention of Google robots using your content. By paying attention to how you manipulate your website pages and your content, your site will have an improved chance of ranking well.
Where to put Keywords?
Your practice specializes in a few different procedures, all of which you want your site to appear on the search results when people search for those procedures. Your procedures and other search terms you would like to be found under in Google need to be added to your website, but in a deliberate, and ethical way.
- Page Title: Keep page titles short and include the search term first, like “Dental Implants Miami”.
- Meta Description (Snippet): Snippets are the short description found under a page title on a SERP, and a great place to include search terms.
- Duplicate Page Titles and Meta Descriptions: Duplicating page titles with the same keyword and reusing keywords (also called keyword stuffing) in meta descriptions is a harmful SEO practice. Born from the early days of search algorithms matching for relevancy, Google’s algorithm now penalizes keyword stuffing.
All About Content
The goal of Google search is to provide the most relevant information for the search query. Content
has become a main topic of SEO as search algorithms started digging deeper than meta tags to find relevant content. Here is what to look for when measuring the effectiveness of your website content.
- Refresh Content: Rewriting your procedure pages occasionally will help with rankings. Think of it this way, would you rather read about cosmetic fillers on a page that is three years old, or a page that is three months old? Google cares about the age of your content.
- Blogging: Bloggingalso introduces new content to your site in addition to establishing your practice as an authority in your field. Start by writing about common procedural questions, this will help your blog be found for common searches.
- Interlinking content: By linking keywords in your site (like we have done throughout this post) you help users find more information and helps with rankings by showing more relevancy to pages on your site.
- Length of Content: Longer content is liked by readers more than shorter content. It is linked to more, and has more social media shares. Google uses these factors when determining the quality of content and gives longer content higher rankings.
- Author Tags: A Google author tag will help establish the authenticity of content and create a trusted search result.
- Duplicate Content: Create all your own content. Google penalizes content that is copied from other places and could potentially de-index your site. Plagiarizing is not worth it.
For a more ranking factors in a visual layout, check out our rankings page.
Google’s advertising platform, AdWords, has many different products. They include text ads on Google’s search engine, image or text ads on the Display Network, YouTube ads, and remarketing ads. For a refresher on these products read, The Beginner’s Guide to AdWords Products.
Stay Top of Mind with Remarketing Ads
Remarketing ads are a great way to reach your website visitors again. After they leave your website, they will be shown your practice image or text ads on other websites. It works by your AdWords manager installing a code on your website that adds a cookie to every visitor’s browser who goes to that page. Then when they visit a website which is part of Google’s Display Network, an ad will show in the dimension of the available ad space. When the ad is clicked, the user will go to whatever page on your website you would like. Remarketing ads are also found on mobile phones and tablets.
To view examples of remarketing ads and FAQ’s, visit our Remarketing Page.
Wondering why your website can’t easily appear at the top of search results overnight?
Google’s search ranking algorithm contains hundreds of ranking factors which are in a regular state of change. Every search combs through these factors in websites to return the most relevant search results to the user. Although Google carefully guards its search algorithm, search and webmasters have created lists over the years using experimentation of what ranking factors are believed to be involved with SEO success.
We will periodically bring you a few of the ranking factors believed to have the most impact on the ranking of your practice website. To begin, let’s look at domain names. From choosing the right name, to registration, there is more than meets the eye.
1. Strategic Domain: Choose your domain wisely. If possible, it is a good idea to pair a .com domain (rather than a .net or .org) with your main keyword and location of your practice when buying your domain name.
2. Domain History: The older a domain is the better, it indicates your brand has more longevity and will have more rank than a brand new domain. The age of a domain is how long it has been indexed by Google. Sometimes, older domains are bought for their SEO benefits. Note the site must be indexed, not just registered. The length of registration of a domain has no benefits to SEO.
3. Domain Registration – Public vs Private Who Is: When registering your domain, it is a best practice to make it public, meaning contact information for your technical support is available. A private domain could indicate to Google the site might be undertaking questionable practices. Check the “Who Is” record by entering your domain here to make sure your business’ contact information is correct.
For more information on ranking factors, head over to our Rankings Page:
You’ve read about how you can advertise on AdWords, and how it can help you appear on the front page of Google search results and have decided it’s time to run your first ads. One of the most important guidelines when starting your campaign is to set a budget that is right for your practice but also allows you exposure at the top AdWords placements.
Quality Score and Other Factors Will Affect Budget
Budgets depend on the cost of the keywords you are buying and their traffic, the more clicks, the more you will spend. Google determines the cost of keywords using a measurement called Quality Score. Quality Score looks at the relevancy of the ad copy, keywords, and landing page of the ads to set the price of keywords. Higher Quality Score corresponds with better ad placement and lower keyword prices.
Price is also affected by competition, larger metro markets will cost more to buy keywords, so keep in mind where your practice is. The more keywords you buy also increases the budget so it is wise to start with one procedure then expand as your budget allows.
Think of your starting budget as test that will change over time once you get to know your market for your keywords. We generally recommend practices start with a monthly AdWords budget of $250-$500 focused on one procedure (with a few keywords). Again, cost will vary depending on the market, Quality Score, and the size of your campaign. After starting your AdWords, you or your AdWords manager should be continually reviewing the progress of your new campaign, optimizing keywords and eventually expanding your campaign as appropriate for your budget.
How Does AdWords Bill?
Another question asked about AdWords is how the billing works. AdWords billing operates on postpay, meaning you aren’t charged you until you have earned clicks. Google automatically bills the owner of the AdWords account when the balance reaches a predetermined amount or after 30 days, whichever happens first. We recommend using a company credit card for your form of payment. Google also keeps a transaction history of your AdWords account if you need it for reference.
Feel free to reach out to us if you have any questions about getting started with AdWords!
Google AdWords is Google’s main revenue generator, and controls more types of ads than you may realize. Below we break down the different products within AdWords, all of which are options for advertising your practice. From mobile to desktop, and video to text, there are ad types for all devices and platforms.
Search ads are simply the text ads that appear on top of, and to the right of search results. Search ads are shown on every device, but with some the formatting changes, for example on mobile phones there are only ads at the top of the search results. Google is constantly changing search ads so there are always new variations and customizations being introduced.
Display ads are much more variable than search ads, whereas search ads live on Google’s search engine, display ads appear on partner websites and other Google products. Display ads are shown on the Google Display Network which includes websites, Gmail, and YouTube. Display ads can be image, text, rich media (ads with interactive elements), or video ads. Ads are served on the sites and placements on the site that allows for those ad types.
Google has made the shift to enabling its ad products on mobile phones, almost any ad you can find on desktops are also available for mobile. You can find search ads specially formatted for phones, and display ads in mobile dimensions on websites. Ads in both text and image formats can also be shown on mobile apps as well.
Have you ever been on an ecommerce site and had image ads of the product you were looking at follow you around to other sites? That is remarketing ads in action. Essentially, remarketing ads recycle website traffic to get in front of visitors again, in the hopes of encouraging them taking action. Remarketing ads can be in text or image formats.
For doctors, this works when visitors are researching a procedure then leave the site and see a remarketing ad from the doctor, reminding them of their interest. The visitor who clicks the ad is then taken back to the site and can fill out a contact form to make an appointment.
YouTube ads are also part of AdWords and are in video format. Ads can play before, during, or after a YouTube video, or can appear in YouTube search results, or in the side column. Ads can be targeted to different audiences and keywords just like other AdWords ads.
How Are You Going to Advertise?
You can use any combination of these ad types depending on the marketing goals for your practice. We will explore details about these ad types in future posts this month so stay tuned to learn more about AdWords. If you have questions about which AdWords products to use to promote your practice contact us.
Digital marketing agency Rosemont Media is exhibiting at Obesity Week, held by The Obesity Society (TOS) and American Society for Metabolic and Bariatric Surgery (ASMBS) . The conference will be held from November 11-16 at the Georgia World Congress Center in Atlanta Georgia. This is the first year the two organizations have combined their annual meetings and bring a total of 60 years experience in the study of obesity and obesity management to the conference. By exhibiting at Obesity Week, Rosemont Media is going to be fostering its relationships with leading surgeons in the obesity management field and helping create online marketing strategies for their practices.
Rosemont Media CEO Keith Humes is looking forward to taking part in this event, “We have exhibited at ASMBS annual meetings before and we are excited to see what TOS and AMBS create at Obesity Week this year.” Both organizations will be holding their own meetings in addition to a few jointly sponsored symposia and social events. Humes says he is returning to this event for the quality of attendees, “Every year we have an opportunity to connect with leading minds in obesity management and help bring their practices the market presence they deserve.” He explains that through marketing education and strategy implementation, Rosemont Media is able to support weight loss surgeons and specialists, effectively improving their exposure within their target market.
Rosemont Media client representatives will be at Booth #410 for the duration of the event to answer any internet marketing questions attendees have. Attendees are also encouraged to visit the booth to learn more about Rosemont Media’s responsive website designs and see how the innovative websites can enhance their business.
Recently, Chase Bank launched Mission Main Street Grants, a program that will give 12 grants of $250,000 to small businesses throughout America.
Thanks to our clients, we are eligible to enter - but we need your help!
We need 250 votes by November 15th in order to be considered by the program panelists.
If we are awarded the grant, we can bring on even more talented team members and broaden our products to help you meet your marketing goals.
Help us improve our business so we can improve yours.
Thank you for your support!
For the past month we have been posting educational articles to make sure you know about the latest development in digital marketing: content marketing. In case you are looking to find all of them in one place, we have rounded up all the articles here. By reading all of these, you will understand content marketing as a concept, how it could benefit your practice, and where to get started when it comes to blogging. Now begin using content marketing as part of your practice marketing strategy!
Content Marketing Blog Posts:
The Difference Between Content Marketing and Traditional Advertising
Content Marketing Tools for Your Practice
How Content Marketing Will Help Your Practice
Why Your Practice Needs a Blog Now
How to Generate Blog Topics for Your Practice
How to Increase the Reach of Your Practice Blog
How to Use Google Analytics to Measure Your Blog
Google Analytics (GA) is a free Google product that reads the activity of a given website. You can use Google Analytics to measure the results of your blog as they relate to your marketing goals. There are countless metrics and dimensions GA collects; metrics provide quantitative data like pageviews or time on site, and dimensions report qualitative pieces of information like country or browser. For now, let’s concentrate on metrics and dimensions that best measure blog post activity including the amount of traffic they receive, demographics about the traffic, and the conversions.
Use these metrics to see how your audience receives the content of your blog posts. Keep in mind there are multiple variables that affect traffic. Pageviews can be influenced by the timing of your emails or social media posts about your blog as well as the way they are promoted. If your pageviews are low, find optimal times to reach out to your followers. Also make sure you are selling the post in well written, engaging social media statuses and emails.
- Pageviews: In GA you can track the activity of a specific blog post by its URL, or the general “/blog” page. It is important to note pageviews counts times when readers refresh the page or navigate away from the page, then return to it. To analyze the growth of your blog, you can compare the number of views to other posts, or to the pageviews from the week/month/year before. For your practice blog, you will want to see the number of pageviews increase as you keep blogging and spreading the word via email and social media.
- Unique Pageviews: Google uses unique pageviews to compensate for the scenarios above where a user visits the blog post multiple times in a session. Unique pageviews are the total number of unique visits to a given page. If a user refreshed the page three times during one visit, it will show up as three pageviews and one unique pageview. Unique pageviews give a more accurate count of unique views so keep an eye one this metric as well to see the amount of traffic your posts receive.
Use these dimensions to learn more about your readers and analyze the quality of traffic. Look up the location of your readers, the operating systems they are using, and what website they were on before they came to your blog. By learning more about your audience, you can evaluate the effectiveness of your blog and take steps for improvement.
Location of readers: Within the page view in GA of a blog post, you can add a secondary dimension of city. If you are blogging for your local audience, you should check this metric to make sure you are reaching the areas you want to. Due to organic searches, you will likely get readers from unexpected areas so be prepared to get a geography lesson when reviewing your reader cities. As long as your social media followers and email recipients are in your target area, you should be attracting traffic from your local area.
- Devices: We are in the mobile revolution and your blog should be easy to read on a phone (aka responsive). GA does have a simple mobile report, but that is for the site as a whole so it is not as straightforward to look up your mobile audience on specific pages. To see exactly how many of your readers are using their phones to read your blog, add the Operating System as a secondary dimension of the blog post analytics. Look for mobile operating systems like Android and iOS to view your mobile readers. In the example below, notice iOS had the most unique pageviews of any other operating system. If we checked other blog posts, we would find mobile traffic is a significant portion of our blog readers.
- Source: By adding the Source dimension when looking at the traffic of a blog post, you can see the site that referred the visitor to your blog. This is the metric that tells you where your readers are coming from. This is especially helpful when trying to see if outreach efforts like posting to social media sites are bringing in visitors. If the URL was typed into the browser, that is called a “Direct” visit.
Your blog posts should have a call to action for your readers. That could be filling out a form for a consultation, making an appointment, or RSVP-ing to an event. GA can track phone calls (if you are using a Google forwarding number) and form completions. To study the effects of promoting your blog, create an event to track your email contact form in GA. You can look up your sources and see if any of them are converting. Check the Channels tab, and look in the Social section or Email section to see conversions.
If you aren’t receiving conversions from the channels you are using to share your blog, be sure you are using the right language to encourage clicks on your post in email and social media. If your calls to action in are not making conversions, try placing them higher up in your blog post, writing about them in a different way, or even making your contact forms more accessible.
Review and Refine Your Strategy
The best marketers are ones who constantly review the results of their campaigns and seek to improve them. After using these metrics in GA you can start to change your blogging to reach your goals. Always be reviewing the metrics that can tell you about visitor behavior, audience demographics, and if your blog is driving conversions. For more help analyzing your blog’s progress or learning about Google Analytics, contact us.
Dr. Marianna Farber, a New York City dentist, just launched a newly redesigned informational website for her dental practice.
New York, NY — Recently, New York City dentist Marianna Farber, DDS launched a newly redesigned website for her midtown Manhattan dental practice, Contemporary and Esthetic Dentistry. Dr. Farber explained that the new website is designed to enhance user’s experiences when researching dentists and dental issues. The website features informational pages on cosmetic, preventive, and restorative procedures offered at the practice, including:
- Dental implants
- Porcelain veneers
- Periodontal (gum) care
- Full mouth rehabilitation
- Teeth whitening
- Smile makeovers
The newly designed site also features an extensive biography about Dr. Farber, as well as a photo gallery featuring before and after photos of some of Dr. Farber’s patients who have had restorative or cosmetic dentistry procedures. Dr. Farber says she hopes this information, along with patient testimonials and other details about advanced dental care at her practice, can help individuals who are looking for a new dentist.
Dr. Farber says she hopes that the new website will also be able to improve her current patients’ experiences. With the informative material provided on the site, she believes patients will be able to familiarize themselves with the procedures and feel more comfortable during their appointments.
The Manhattan dentist notes that the website is crafted specifically to adjust to any size screen in order to improve users’ experiences on mobile devices, such as smartphones and tablets. She explains that the responsive design of the site will help to make the information easier to access. Dr. Farber says the website might look slightly different, depending on what type of device it is viewed on, but all the same information will be available and easily readable.
According to Dr. Farber, she was able to create her new website by partnering with dental website design firm, Rosemont Media. She says the company worked closely with her to build a website that was customized specifically for her and her practice. Dr. Farber says she is excited to unveil her new website, and hopes it will allow her to help more people achieve healthy, beautiful smiles.
About Marianna Farber, DDS
Dr. Marianna Farber is a member of the American Dental Association and The American Academy of Cosmetic Dentistry (AACD), as well as several other prestigious dental organizations. She earned her doctorate of dental surgery from New York University College of Dentistry, and participates in continuing dental education in an effort to stay informed of new dental techniques and technology. Dr. Farber is available for interview upon request.
For more information about Dr. Farber and her practice, please visit mymidtowndentist.com.