Dr . Ernie
n has had his site up for a few months and it loads slowly
n has pictures of ‘ cosmetic dentistry ’ without the words tagged appropriately on his site n has a blog post from four years ago on his ‘ cosmetic dentistry best practices ’ n has no links to credible cosmetic dentistry organizations n has a few reviews from two years ago from cosmetic patients n is not listed in any local directories related to cosmetic dentistry
I mean , if you ’ re Google , who are you going to rank ? Seems pretty clear that Dr . Bert ’ s site is the winner-winner-chickendinner . It ’ s been around for years , it ’ s fast , it ’ s chock full of the words you searched , is referenced ( linked ) to credible organizations and directories in the area , and has lots of recent , positive reviews .
By the way , Dr . Ernie has a graphically stunning site ( think Architectural Digest ), and Dr . Bert ’ s is just OK ( think ‘ grandma decorated this ’). You ’ d still choose Dr . Bert , right ? Because she projects more authority online . Google certainly would .
Am I saying that a bad site is OK , just dominate search rankings ? Not exactly , here ’ s why .
Imagine you click on Dr . Bert ’ s site and have to look for the page on cosmetic dentistry and once you get there , it ’ s difficult to know what to do next , so you move on . Dr . Bert won the battle ( top ranking ), but lost the war ( no site conversion into a new patient ).
So they go hand in hand — top rankings and a great site .
When thinking about your online marketing spend , consider how your site will help you rank on Google as much as how the site looks and feels . Be on the busy intersection and remodel later vs . building a fancy-pants office and waiting for traffic on a dead-end road .
Ernie Cote is the owner of Bullseye Media , LCC . For 15 years , Bullseye Media has helped over 300 dental practices get new patients and increase revenue per patient through highly effective search marketing , social media , website design and review management . Prior to purchasing Bullseye Media , Ernie has worked on executive leadership across a breadth of companies , served on numerous boards , and is frequently consulted by companies striving to strategically expand revenue . Specializing in operations leadership and customer retention , Ernie is a devoted and passionate leader who consistently maximizes shareholder value while also maintaining a happy and healthy office culture . Send email to : ernie @ bullseyemediallc . com .
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