visibility for directory sites seems logical, as the update was
designed to tie local search results more closely to traditional
ranking signals, and such sites have higher authority. For small
businesses, local search has just gotten a lot more difficult.”
What this means is that directory websites like Yelp, CitySearch
and Angie’s List contain local information but have the
resources and national reputability that give their sites more
authority than the local business owner.
Long story short – the little guy loses. Additionally, if your site
has been built to convert visitors into scheduled patients (like
it should be), you may be missing out on many potential
patients who only see your directory listings as opposed to your
actual site.
You have to be perfect. If your practice doesn’t have 100%
accurate and dynamic directory listings in all of the major, high
authority sites, your practice could be left out of many local
searches. Keeping these directory listings up-to-date and robust
can often be a full time job, something most practices don’t have
time to do.
If you depend on Google to deliver new patients (and who doesn’t?)
you may be blindsided by these developments – and you may
see a significant drop-off in the number of calls you’re getting.
(If it seems like the phone isn’t ringing very much lately, this is
probably why.) Google’s Pigeon update may not be a win-win
for everyone after all.
When Google changes their rules, it can be like a new freeway
that bypasses your practice and cuts you off from traffic. It can
negatively impact your practice if you just sit there and take it,
thinking there is nothing you can do. Fortunately, you can fight
back and preserve the flow of patients to your practice from
local search.
upgraded to “Google My Business.” Every section in your new
listing should be completed to 100%, with no parts unfilled.
Otherwise, your practice will get nudged out on local search.
Consider paid search. If your practice relies on pulling
patients from surrounding cities, it has become much more difficult to do with traditional organic/natural search marketing.
Many practices that have traditionally shown up in Google
searches outside their city/town are no longer visible in those
searches. One quick, proven way to pull patients from surrounding areas is to utilize paid search.
Here’s what to do now:
As a North Texas Dentistry reader, you’re eligible for a free
service! Call us or visit OnlineDentalMarketing.com/xray to
sign up for a no-cost, no-obligation Google X-Ray Session.
We’ll give you a snapshot of your current web presence and
visibility in light of these recent changes. Be sure to put
North Texas Dentistry in the referred by box.
Marc Fowler is President of Bullseye Media,
LLC, a McKinney, TX based dental marketing
agency that has helped over 190 dental practices across the U.S. and Canada leverage
the internet to attract more of their ideal
patients. Marc can be reached by calling
(214) 592-9393, sending an email to
[email protected] or by
visiting OnlineDentalMarketing.com.
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