The New Algorithm
The new Google algorithm has been made to benefit Google’s paid ads instead of organic search results. Google gets more revenue per paid ad than per organic search result, which is why they created a new algorithm to push more paid advertisements on the first page of Google search. New search engine results have up to five paid advertising spots on the front page, which can take up the whole first half of the first page. The best way to ensure you stay on the first page of organic search results means you need to utilize your patient database and post to your social media and website as often as possible.
Make sure you utilize your patient database to your advantage when trying to optimize your practice for search engine results. This means marketing to your patients and remarketing to your leads. In episode 30, we talked about how to remarket to your “dead” leads by having a strong follow-up practice and using your marketing automation system. Follow these practices to keep your patients and leads knowing exactly what your business is and the services you can provide to them.
Posting to Your Social Media and Website
By posting to your website and social media often, you are helping your Google search engine rankings. When planning to post on your website and social media, consider making a schedule. Having a schedule allows you to be consistent in your posting which will help with your rankings as well. For example, having a schedule to post the same series of videos on Instagram every Monday, Wednesday, and Friday. Post on your website often too, with blogs or instructional videos. This is content that your patients want to see and are going to be searching for when they have the chance.
Only after using your patient database and posting regularly do you want to consider turning to paid ads. These ad spaces are extremely expensive and are only profitable if you have an already well-optimized system.