Category Archives: SEO

Dental marketing blog posts categorised as SEO

Google Core Web Vitals – A Website BPE

Google Core Web Vitals

Everyone knows that great customer experience is one of the factors which improve your patient experience at the practice. The better the customer experience, the happier the patient.

Google also recognises this, and now they are doing something about monitoring it!

Wow, so Google is now monitoring customer experience, right? Yes, but they are doing it on your website.

Think of Core Web Vitals as kind of BPE for your website, with Google as a dentist/hygienist.

Google will visit your website regularly and carry out a full BPE, it will note down the score and track the score. Because Google is using this as a customer experience metric for your website, the higher your score the more it is likely to send visitors to your website.

What happens if I don’t score very well?

Core Web Vitals are now an integral part of search engine optimisation… In other words, they are going to be included in some of the factors which decide how well your website ranks. If you get a low Core Web Vital score then your website will start to drop in the search results! Number 1 today, number 3 next week, number 5 the week after…Bad news!

Core Web Vitals are becoming part of Google’s ranking algorithm in May 2021. You wouldn’t want your patient to ignore their BPE score would you? So don’t ignore this!

Now we know broadly what Core Web Vitals are, let’s look a little bit more specifically. (If you don’t wish to know the technicalities of what’s going on here, please scroll down further to the section labelled What can you do about all of this)

Google is going to start monitoring 3 specific aspects of your website for the following metrics:

  1. Loading.
  2. Interactivity.
  3. Visual stability.


Google is basically saying that your website should load in a user-friendly way. Let’s say for example you have some really fabulous text on your site, but you also have one of those scrolling banners at the top of your website with large images.

Sometimes those large images take a while to load and whilst they do the user is waiting, I know you’ve seen this on websites… There could be a variety of reasons for this, anything from a slow server through to the way the code has been written.

Technically this is called a Largest Contentful Paint (LCP) and it reports the time it takes for the largest image or text block to be visible.

What is a good LCP? You should strive to have the LCP occur within 2.5 seconds of the page load.


Google is going to start monitoring this with something known as Total Blocking Time (TBT). Google is going to time how long it takes between the first section of content to load on your website and the point at which the user can interact with your website e.g. scroll or click on a link… In other words the total time that the user is blocked from interacting.

If the user is blocked for anything above 50 ms they are likely to notice the delay and perceive the page as being sluggish or lagging.

Visual stability

You’ve probably all visited a website where things begin to load and then start jumping around. It is very often happens on a mobile device. You might start reading a piece of content and then before you know what happened, it’s gone and you’ve lost your place… Or even worse, you go to click on a link but by the time your finger taps on the link, it’s changed and you’ve clicked on something else by accident.

Google is now going to start monitoring this unexpected movement (Cumulative Layout Shift) on your page, it’s going to monitor every single time all the layouts shift and time how long it takes for it to become stable.

What can you do about all of this?

How to check your core web vitals

How to analyse your site in Google Lighthouse

The simplest way is to open your website in Google Chrome.

Next, right click anywhere on the page and select “Inspect”, you should see this:

Click on the >> In the top right and select ‘lighthouse’, then click on ‘generate report’.

The report is quite lengthy but it does give you a good idea of where you can make changes.

The first set of Core Web Vitals That Google is going to monitor are largest content full paint, total blocking time and cumulative layout shift, as already mentioned.

Google will give you green for everything is okay, amber for warning and red for a more critical error. As you can see, the GDC website might feel a little bit sluggish due to the total blocking time.

If you have a WordPress website there are a few plug-ins which can do some of the work for you, here is one of them.

Unfortunately, unless you have knowledge of how websites are built and code then this new algorithm update is not going to be something you can fix yourself. You will need to have someone looking after your website on a technical level.

We don’t have long until May 2021 when this comes into force, so as part of my optimisation package for clients I am now going to be monitoring Core Web Vitals and reporting monthly.

As you can see in this image in my reports that I will be producing, this client’s page loading (Largest Contentful Paint) needs some work, it’s WAY too slow!

So I advise you TODAY to get in touch with your web company, ask them what they are doing about core web vitals, ask them to show you some reports on a monthly basis… If you don’t, you might find yourself sliding down the Google search positions until your website isn’t found any longer!

How to create and optimise a blog post image for local search engine rankings

How to create and optimise a blog post image for local search engine rankings

Wanting to get noticed more in Google locally?

This is GREAT way to do this with a blog post…

Having an image at the top of a blog post can be a really good way to captivate your readers, get the blog post shared more, and optimise it to get found locally.

Did you know it is possible to geo-tag your images, letting Google know where your business is located?

If you begin to do this with all of the images on your blogs, you’ll begin to find Google recognising where your business is and showing those blog posts higher than your competition

In this video I show you how to very quickly create captivating blog post header images PLUS geo-tag them with your precise practice location.

If you would rather read how this is all done, please skip past the video and go straight to the transcript.


When you create a blog post such as this, having an image at the top can be a really good way to captivate your readers, get the blog post shared more, and optimize it for search optimization. And I’m going to show you how to do that. It’s really important you get this image in there.

One of the primary reasons, I think… Actually there are two reasons, but the first reason is that when your blog post gets shared, because you’re going to want to be share it on your social media channels, particularly Facebook, will look for an image to display as part of that sharing. This is the image it will display. So it’s good to get the image on there for that. And also, you can optimize it as part of a local dental practice optimization, and I’m going to show you how to optimize it as well.

So, here is a way to create that image really quickly and simply. So, you’ve written your blog post, you take your blog post title, and go to Canva. When you go to Canva, you need to create a design.

So click on create a design and just type in blog. Go to blog banner and Canva will give you some examples on the left-hand side. So you can pick some banners that you might like, choose your template.

Once we’ve chosen out templated we paste in our blog post title. Resizing everything to make it look good. We might want to put your Practice logo in as well.

Very cleverly, what Canva will do is, if you want to change the colors, you click on the color, because you’ve uploaded the logo, you see here, it will automatically pull those colors out of the logo. So you can have your background, match your logo, or have it contrasted. You can change the title to match in with the colors of your logo very nicely.

And then, we may want to go to photos, type in the topic of your blog post. Insert image of your choice. So now, download it. Download it as a JPEG file.

Then, I want you to go to Get your image and drag your image in. Now, the next thing we’re going to do is we’re going to geotag it. This is how to find the coordinates of your dental practice. Now, Google is reading these geotag coordinates and is able to recognize that that photograph taken locally for your practice, so it can be good for local search optimization.

So type the name of your practice in Google and click on maps. When you click on maps, you will see the web address at the top automatically jump to include geographic coordinates. You will see your coordinates in the web address in the format something along the lines of 51.23628736,-0.4123213. Copy these coordinates click on ‘Write Data and Download’.

So download that image. So that’s the image downloaded. Then you can add it to your blog post.

When we preview that, we’ve now got our blog post with a nice title image in it. But actually what we’ve also got is some local search optimization because on that image, we have tagged that image for a geographical region and a geographical area.

So if you open that image, when you go to file information, you can see we’ve now got a location on it. And we have the exact location of your dental practice absolutely geotagged into that image so that Google can find where your dental practice is simply from an image. What a great way to optimize your blog post to get found in the local searches.

I’ve been working in dental marketing for the last 12 years having started my career as a dental technician way back in 1987. Now, with an MBA I spend my time helping dental practices attract more the right type of patients.

Are you looking to attract more the right patients into your practice?

Are you looking to write more effective blog posts which helps them stand out from the crowd and gets found by Google?

Take a look at my search engine optimisation course which is available to take at your own leisure, in your own time and comes with 3 hours of CPD

Google Florida 2 core algorithm update

Google Florida 2 core algorithm update & what it could mean for you

Google periodically updates its search engine algorithm, many updates are specific such as the Medic update which went live in August of last year, this was an update which targeted medical related businesses, of which dentistry was one.

The latest Florida 2 core algorithm update doesn’t target any specific segment specifically, rather it is a generic update to Google’s algorithm.

What difference will it make?

I’m noticing client websites already seeing the effects of this update, although this is almost 100% positive across the board.

Here are a couple of client websites which I track, you can clearly see the algorithm update on 15 March indicated by the Google logo along the timeline at the bottom.

In both cases traffic has started to increase since the update as can clearly be seen.

Will your site be affected by this?

Almost certainly yes, but the key to knowing whether the effect will be positive or negatives is that there are two different types of Google updates.

  1. Those which are designed to stop the system being gamed.
  2. Those that are designed to understand humans better.

If we understand how Google’s algorithm works it becomes possible to game the system, we can play to its strengths and weaknesses to get a website to rank, this is typically how search optimisation works. It involves a deep understanding, gained through experience and testing, of how the Google algorithm works. The danger with this is that in one moment we can be gaming the system and getting good search results, yet in the next moment Google works out that the system is being gamed and penalises you!

Companies which optimise websites using this technique get good results in the short term, but poor results in the long-term as Google’s algorithm continuously updates.

The Florida 2 core update is not this type of update, it’s an update designed to understand humans better. It’s an update designed to ensure that Google gives people far better quality search results based upon the nature of the query.

It’s a humanising update. It’s Google understanding humans better.

So the reason I think clients of mine have seen an increase in traffic since the update is not because we have been focusing on trying to game the system, it’s because we have been focusing on creating the VERY best content for our readers… Google is now better able to understand that we have been creating great content and has rewarded us for doing so.

The key therefore to ongoing search optimisation is to understand these algorithm updates, understand what the very best type of content is, understand what people want to read online and what information they want and then create this content in a way they want to digest it.

If we do that then we will ultimately be rewarded by Google… And the proof is in this latest update.

Google, I thank you 🙂

Google Medic Update – The Impact on Dental Practices

You may have heard about the recent Google Medic Update?

If you are wondering if this is a genuine and real update and whether you may be impacted, the answer is most definitely YES.

I monitor a variety of metrics for practices across the country, including visibility in search results, average position for a range of search terms/phrases, likely traffic from those search positions and where the practice ranks specifically.

The following image shows what many dental practices are seeing (assuming they monitor what’s going on with their website!)

Google Medic update

Traffic data from 1-8-18 to 10-9-18

As you can see, visibility, average position, traffic and overall search results pretty much fell off a cliff at the beginning of August, but why?

Why has the update been implemented?

Google doesn’t always let us know when they change their algorithm, but in this case they did:

Google search liaison

The update seems to focus primarily around CONTENT, specifically the trust, expertise and author credentials of any content.

The update has been rolled out across all search categories, not just the medical category however, due to the nature of our dental industry we seem to have been hit fairly hard.

What can you do about the update?

Because the update is about proving the trust, expertise and credentials of any author on your website these are definitely areas to focus on.

Increasing trust

I’ve been saying this for years, increasing trust is a key part of dental marketing it’s only now that it seems to be working into the world of search optimisation. Usually Google is ahead of me but in this instance it seems I’m about 10 years ahead of what Google is saying!


  • Having structured data on your site around your testimonials. This structured data will tell Google that the content on your site is a testimonial.
  • If you have a WordPress blog, implement a plug-in which pulls in your Google reviews and displays them on your website.
  • Include multiple reviews and patient testimonials, particularly via videos linked to your YouTube channel.

Expertise and author credentials

This is one of the largest areas where I think we can make an impact. The latest Google update seems to have affected medical sites because Google has no way of knowing who has written the content.

To all intents and purposes any content on your website could be written by someone with zero dental knowledge. If you are handing out useful, free and relevant dental health advice on your website (which you should be) then you need to demonstrate to Google who the author is and what the credentials are.

With the research I’ve done around this update this seems to be one of the biggest reasons that medical sites have been impacted.

How to demonstrate your credentials

On WordPress blogs there is a users section.

WordPress user

If you open this then you will see a user profile. So long as your WordPress template supports it, if you completed the biographical information within your profile then your blog will include this information at the end of each post.

if your WordPress blog doesn’t support showing authors on each post, then you may wish to install a WordPress author plug-in.

How to tell Google who the author is of your blog

  • Register your site with Google Webmaster tools
  • Under the “search appearance” section you will see “data highlighter”, Click on ‘start highlighting’

Data highlighter in Google Webmaster tools

You can then paste in the location of your blog.

You then simply begin highlighting sections of the page, webmaster tools will then ask you what this is. Go throughout the post telling it what the title is, they published, category and importantly who the author is.

Image source :

Inbound link building to your profile page

Okay, so let’s assume you’ve done that… Who’s to say you aren’t lying?

The next stage is to reach out to other bloggers, dental websites and related websites… Write articles for them, give them those articles and ask them to link back to your author profile.

Google will then see the author profile on your website and also notice all of these other articles you’ve written around the Internet all linking back to your author profile.

The more you do this more you will demonstrate to Google that you are a trusted author with expertise and credentials.

Unfortunately there doesn’t seem to be a quick fix for this algorithmic update. It’s about being on top of your marketing in general, demonstrating trust, expertise and your credentials in everything you do… If you do this then your search optimisation will follow suit.

[VIDEO] Attracting traffic to your dental practice website – Part 2

I’ve just completed the monthly dental marketing club live stream on Facebook, this month we looked at the 2nd part of search optimisation and getting your dental practice website found.

The video is just under an hour long  and goes through how to optimise a website to be found on Google.

This video looks at Website Traffic Optimisation (part 2), and includes using:

Social media to attract more traffic to your site.
Email to attract more traffic to your site.
Paid advertising on Facebook and Google (PPC) to attract more traffic to your site.

Optimising for traffic is an important part of your online marketing strategy, next month we will be looking at conversion optimisation, and equally important aspect to take into account.

The dental marketing club is free to join on Facebook, the live streams happen on the 2nd Thursday of every month at 1 PM UK local time. The next live stream, looking at conversion optimisation is on Thursday 8th of February 2018.

[VIDEO] Attracting traffic to your dental practice website

I’ve just completed the monthly dental marketing club live stream on Facebook, this month we looked at the first part of search optimisation and getting your dental practice website found.

The video is just under an hour long  and goes through how to optimise a website to be found on Google.

This video looks at Website Traffic Optimisation (part one), and includes:

Keyword/phrase Research. Techniques and strategies to research the words and phrases that people search for in the local area.
Search Optimisation. What you need to do, where, when and how in order to get your website found.

Search engine optimisation (SEO) is often seen as a dark art, it doesn’t have to be that way and with some clear understanding of how to attract traffic you can begin to create an online dental marketing machine.

How to rank in the search results for your competitor’s business name

Okay, let’s start with a question… Is it possible to rank in the search results when someone types the specific name of your competitor?

Let’s take this a step further… Is it possible to out-rank your competitor when someone types their name into the search?

The answer to both of these questions is YES, but with some strong caveats.

The first thing to mention is that one of the strongest mechanisms that Google uses to work out what a website is about, and therefore whether it will be relevant to any search results, is the words that are included in that website. Google reads your website pages very quickly, possbily a couple of times a day and uses the words in the site to work out what an individual pages about. If you mention the words dental implants then Google will know that page is about dental implants etc. This is VERY basic but is the essence of the way Google works.

So here’s an example…

Let’s say your dental practice uses your name as its business name e.g. ‘Mark Oborn Dental’, it would be pretty difficult for any other competitive business to rank for that name, you would completely dominate the search results if you chose this as your business name. This would be because in order for any website to rank for those specific words, ‘Mark’ and ‘Oborn’ those words would need to be included within the text of the site… A pretty strange thing for a competitive business to do!

However, let’s say that ‘Mark Oborn Dental’ is in Swansea, let’s also say that a  competitor practice has imaginatively called themselves ‘Swansea  dental practice’. Let’s add in another another competitor that has imaginatively called themselves ‘The Swansea Dentist’.

There is virtually no way that ‘Swansea Dental Practice’ and ‘The Swansea Dentist’ will ever rank for ‘Mark Oborn Dental’ as they would almost definitely need to get the words ‘Mark’ & ‘Oborn’ into their website and there would be very few reasons as to why they would do this.

However what about looking at it the other way round…

How easy would it be for ‘Mark Oborn Dental’, who is in Swansea to get the words ‘Swansea Dental Practice’ and ‘The Swansea Dentist’ into their website?

All ‘Mark Oborn Dental’ would need to do is include the phrase something along the lines of “Mark Oborn is an established Swansea dental practice that has, blah, blah… making him the Swansea dentist that X number of people have chosen”.

So in one fell swoop we’ve managed to get our own business name and the name of our competitors into the homepage of our website, all we would need to do* is to ensure we continually repeat these words throughout the site, in conjunction with other optimisation techniques around these same keywords to ensure that we rank for them.

It then wouldn’t take too much work to not only rank for the competitors business names but actually outrank them.

So, when deciding on a practice name, choose your name carefully!

Oh, by the way, as with many of my blog posts, this is actually a real life example although I’ve changed the names and geographical location to hide the innocent… Very proud to see my clients website out ranking their competitors!


*There is actually far more to ranking in the search results than just continually repeating the same words… In fact do this too much and you can end up being dropped from the search results altogether with the Google penalty. I’m simply using this here by way of an example.

Search Engine Optimisation – How to do it.

Why bother with search engine optimisation (SEO)?

Being  on the first page of Google search in your local area is one of the key ways of getting people to your website. If no one visits your site then it doesn’t matter how pretty it is or how much functionality is on it, the whole exercise has become pointless.

So are you looking for more visitors to your website? Are you able to see the direct link between visitors to your site and new patients in the chair?

What exactly is SEO?

Search engine optimisation is the process by which we rise through the Google search results, hopefully to position one so that your website is found when someone types into the Google search box.

How does SEO work?

In days and years gone by optimising a website was fairly easy to outsource, all you needed to do was find an optimisation company, pay them enough money and you would be number one on Google. The principal way that this was done was by creating back links, these are essentially links on other websites which direct back to your site. This is a typical link – and this typical link is seen by Google as a vote for your website – after all, if people are putting links on other websites back to you, you must be important right?

Links equals votes equals more visitors equals more patients in the practice.

In recent years Google has recognised that companies which offer optimisation services have been simply placing thousands of links around the Internet, all pointing to their clients’ websites  and so Google have looked for other indicators on whether these links should be counted as a vote or not.

The best way, in my opinion, to optimise a website is to treat Google like a human being. Forget trying to beat the system, just think of them as human and ask yourself some simple questions about your website. If you wanted to  work out a way of ranking websites to show which were the most popular what would you do?

How to know if a site is great

Here’s my logical top list of things that would indicate that a website is good.

  1. People stay on the site for a long time. If they do this then it must be good?
  2. People look at lots of pages. This must mean that content is good and people want to read it.
  3. People don’t bounce back to Google after doing a search and clicking on a link, if they stay on a website then it must have answered that question?
  4. Visitors to the website share it on Facebook, Twitter and Google plus.
So let’s think seriously about this from moment, apart from point number four all of the above are to do with good quality content. They are NOT  to do with simply paying someone to do your optimisation, people will want to read good quality content which is engaging and from the heart, this kind of content comes from you… And you alone.
Of course and optimisation company can assist you in providing this content and here  are my top tips on how to write engaging content.

How to write engaging content

People all think differently, some people want to know the ‘ why’  about a particular subject before they know the ‘ what’. The temptation is a dental practice is to delve straight into the ‘ what’  type of information.
Take a look at most dental implant pages on websites, they normally start with something along the lines of “A  dental implant is a titanium replacement for the root blah, blah, bah…” – this is diving straight into the ‘ what’  and gives no indication as to why the reader ought to read any further.
So always begin every piece of content with WHY. Give  your reader the reasons why they should read any further.
  • Why should they bother replacing missing teeth?
  • Why should they bother straightening crooked teeth?
  • Why should they bother looking after the teeth at all?
If you answer the WHY  at the beginning of your content you will engage the reader and give them reason to read on. If they read on then it means they have stayed on the page longer and not bounced back to Google –  all great for SEO!
Once you have told them why they ought to read more you can give them some information on the ‘what‘.
  • What our dental implants?
  • What type of orthodontics do you offer and what are they?
You will find that more people Read this section because you have given them a reason to in the previous ‘ why’  section. The section that talks about ‘ what’  only needs to be short and explains very briefly what treatment is.
Next on the list is to give them some ‘ how’.
  1. How do dental implants work? 
  2. How is treatment for orthodontics delivered?
Giving someone the how allows them to explore some of the deeper questions they may be asking,  how does the procedure work, how does the costing process work, how can I overcome any pain with this treatment, how do I get in contact with the dentist etc.
Answer all of these questions in the ‘how’  section.
Finally comes the ‘what if’. This allows your reader to try on the treatment you are suggesting, you can include sentences like “Patients  often tell us that their lives have been transformed after having dental implants, here is what one happy patient says <<insert testimonial here>>”.

The final ‘what if’  section is extremely important and starts the process of the patient imagining themselves  going ahead with treatment. You need to ensure that you include some strong calls to action in this section and suggest that the patient call you or book an appointment.

You may also put links in this section to other resources within your website which could help the patient more.

So how does all this help with SEO?

Think about it. If you write your content in this way, people will like it, they will read it, they will engage with it, they will stay on the page longer, they will click on additional links visiting other pages of your website and they will not bounce back straight to Google after completing their search.

Google will see that people like your website, and if people like your website Google will rank you higher.

A further challenge to you is to think about what else you can do on your website which would get people to stay on longer? Start thinking images, videos, questionnaires  and other engaging things for people to do.

What if your website ranked higher?

So finally, what difference would it make to you if your website ranked higher? If you got more people to your website and then got more people to engage with you and convert what impact will it have on your practice?

The reality is that a dental practice doesn’t need a huge amount of traffic to their site, they just need the traffic that is visiting the site to be high quality and convert.

“Mark and his SEO company have added incredible value to our clients’ websites. I would personally recommend Mark Oborn Ltd to anyone looking to improve their web presence.”
Iain Forster, Managing Director, DIO Corporation

If you want  to learn more about search engine optimisation I have a free guide on my website, if you aren’t already subscribed simply enter your details to the right now for immediate access, it contains more insights and ideas on how you can begin optimising your website.

As more and more people turn to the Internet to find out any information that they want, it is becoming more and more important to ensure that your website ranks highly,  so get writing, get engaging and start building!



How to Create a Dental Website That Works in 6 Steps

As an online marketing consultant for dentists I get to see many dental practice websites, none of which I have built myself as I don’t build websites… many of which work and many of which don’t.

As I work closely with these practices I’m able to see the conversion rates from the websites and have drawn up my top tips for ensuring that your website converts and actually does what it’s supposed to do.

You can either watch the video below or read the text in this blog post.

Don’t bother with that fancy scrolling image thing that so many practices do on the home page

I see so many dental practice websites with this scrolling image thing, what is it all about? From a user point of view the chances of anyone sitting there and waiting for the image to scroll is highly unlikely, and from a search engine optimisation point of view sometimes these images look to Google as though they are lots of images stacked on top of one another. Google could then question why are you trying to hide images?

My advice is to go with a small, relevant image all your practice logo and be done with it.

Ensure your contact us tab is top right

This seems to be where our eye is drawn to look for the contact details. A look at some of the bigger sites and you will notice the contact us type is always top right. Whilst standing out and doing things different is great, sometimes it’s good to stick with what people are expecting. So in this instance don’t try to be clever, just put your contact us type top right.

Make your telephone number selectable text so that you can click to call from mobile phones

I’ve recently been looking at statistics on websites and many of them have about 30% of the visitors viewing the site from a mobile device. The recent ” 2013 UK future in focus” ComScore report shows that it is mainly between the hours of 10 AM and 5 PM that we are using computers, outside of this time mobile devices dominate the share of page traffic on a workday.

ComScore Device Traffic

If you want to take advantage of the commuters on the train or bus on their mobile phone then having your website mobile compatible is a good idea.

Of course the best solution is a fully mobile site or at least one that has an adaptive design to different device formats. And if you want to really be making use of the mobile browsers then having a click to call friendly number on the homepage will be vital.

Use an engaging video to keep visitors on the site longer and engage with them

Having a video on your homepage is a great way to interact and engage with visitors, it also has a tendency to keep people on the page longer which will have an impact on your Google ranking, as it is an indicator that people like your site if they stay on the page for a while before bouncing back to Google for another search

Have a call to action with a signup box on the right-hand side of the page which is viewable without scrolling

By incorporating some form of direct call to action where the visitor feels as though they have achieved something and got something from your site will greatly increase conversions. If you offer a free consultation, then do this in exchange for an e-mail address.

You will of course need an e-mail marketing software to manage this and my recommendation is Aweber.

Click for more information on how to set up in Aweber e-mail marketing campaign

Create the content of your page around the four elements of why, what, how and what if

As a dentist or technical person within dentistry the chances are that you think very analytically and are interested in the detail. Not everyone thinks this way and if your webpage launches into the precise way that you deliver your service many people may not engage with it.

By starting off with ‘why’ they need to listen to what you have to say you will engage a wider range of people.

Finishing off with ‘what if’ allows your website visitor to ‘try on’ emotionally the results of solving their dental problem.

Of course this list is not totally exhaustive and there is a huge amount of scope for any designer to be able to create a fantastic looking and functioning website around these parameters. If you follow the basic six steps above you will find that your website converts better and that you end up with more patients, of course, assuming that the actual design of the site is great too.



Top tips for optimising your website

With the new Google panda update people are panicking about how to optimise their website, I have first hand experience of a client of mine whose site is optimised by someone else and the website has had a sharp drop in traffic due to poor quality optimisation.

I’m pleased to report that since the new update all of my clients have seen a rise in their ratings on Google, but why is this?

I thought it would be good to share with you some of the tactics that I’ve been using and will continue to use.

In the past one of the main ways Google has determined how good your site is, is by looking at other websites that link to you. Google views this as a referral.

However, the quality of these links from other websites to you never used to be taken into account. Many unscrupulous SEO companies built many thousands of links from porn sites and spam generating websites. Google is now able to tell whether a site is a porn or spam site, so if you have a link from one of them this is considered a very poor quality link, in fact Google views this link itself as a form of spam. So it may punish you.

To prevent this, you need to ensure that as many good quality websites link to you as possible. Poor quality websites are:

  1. porn sites.
  2. Spam sites.
  3. Sites designed deliberately to generate as many links as possible.
  4. Some directories.

The question to be asked is why would any SEO company generate links from these poor quality websites back to yours? The answer is that in the past any link was a good link, this is not the case any more!

But how do you get links from other websites to yours?

A really great technique is to create stunning content that people want to share. This is where things like Pinterest come into play, if you can create images which share useful information, people will put them on Pinterest. This can then be a good source of traffic to your website.

blogs are also an excellent form of sharing information, and because they share good information Google likes them which makes them good for optimising your website.

Typically you will find that a blog has a higher authority on Google than a website. So I recommend incorporating a blog within your website in order to take advantage of this fact.

However, ensure that the blog does the following:

  • Hands out useful free advice.
  • Has obvious keywords, such as your geographical location and/or treatments.
  • Has the ability to be shared on Facebook, Twitter, Pinterest and Google plus.

Another way to get links from other people’s websites to yours, is to do guest blog posts. So perhaps you have a local beauty therapist who writes a health blog, you could contact them and ask if you can write a guest blog post with a link back to your website.

Do you do work for charity? Or are you doing anything else that is genuinely newsworthy?

If you can get a local website and/or news coverage, ensure that this company also place a link back to your website. This will be a high authority link which Google will see as high-quality.

The problem with optimisation is that the rules are constantly changing. And what can get you high on Google one day, can get you penalised the next. I’ve seen it, with clients that have their sites optimised by not so trustworthy companies.

Is your website being penalised by Google?

This is the kind of increase you can see in the traffic on your website, when good quality optimisation begins.

And the opposite is also true if the optimisation is poor quality, but how do you know?

If you’d like a free review of the optimisation on your own website to ensure that you’re not being penalised, I’d be more than happy to oblige simply visit the links through to my own website and send me an e-mail or call me on (0845) 259 1232