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Patient Attraction Episode 256
Yesterday I told you that a potential client will sometime try to “gotcha” me by saying that they googled procedures in areas I have clients and the clients didn’t get good results. Today, I want to tell you about another “gotcha” I hear on the exact opposite spectrum and why it happens. Stay tuned.
– Today is Wednesday, Nov. 12 and we are in day two of our four-day look at Google search results.
– Back to Hummingbird.
– Google changed its search formula more than a year ago to make Google searches smarter.
– But it kept many of the same sub-formulas (such as PageRank, Panda and Penguin, all things I’ve talked about in these podcasts and in my books) that feed into your overall ranking.
– PageRank, for instance, decides how important links to your page are.
– Even though it KEPT some of the sub-formulas, it tweaked them.
– And it has KEPT tweaking them.
– Since Hummingbird went live in August 2013, Google has changed its sub-algorithms no fewer than 15 TIMES, including two to the Panda algorithm and one to Pigeon, both of which significantly affect web marketing.
– That means Google is offering users super-specific, super-local, super-INDIVIDUALIZED search results.
– So two people sitting next to each other in a coffee shop with the same search terms may not even get results in the same order.
– As you can imagine, these changes make web marketing much more difficult.
– This leads to what I alluded to in the intro.
– On the one hand I will hear potential clients say that our system must not work because when they googled “implants Houston,” our client didn’t appear on the first page of results.
– The flip side of that coin is potential clients who will say, “I googled your area and your dad dominated the search in a bunch of categories. Will I get those results?”
– There is a two-fold answer, neither of which the potential client wants to hear.
– Just as a reminder, my dad is a great dentist here in Southern Indiana.
– He is a fantastic marketer in his own right, and he is the client I have had the longest, as you can imagine.
– It is those two factors, not the fact that he is my dad, that separates how successful he is from most dentists out there.
– First, my dad knows the value of marketing both online and offline.
– He’s not afraid to spend money marketing.
– And it’s not just that he spends A LOT of money, he spends SMART money.
– He knows how to dominate the niches he wants to dominate, and he’s not afraid to make a move where he sees opportunity.
– Secondly, because Dad has been marketing online from the very beginning, his rankings are strong in almost every way they can be.
– He has great SEO, local marketing, organic material on his various websites – the same things we do for all of our clients.
– He just has more of it:
– More links to his site
– More keywords
– More content
– And more paid advertising
– His longevity, having started web marketing when we marketing was new, is paying big dividends.
– I tell my clients that web marketing is a marathon, not a sprint.
– That’s why we ask for an 18-month commitment.
– Anybody that is willing to go short-term or no contract for your web marketing isn’t worried about your long-term success.
– While you should start to see some uptick in web traffic within the first few months, you don’t really start to take off until 6, 9 or 12 months from the start, depending on who much you are putting into your marketing efforts.
– So, much like the stock market, those who ride the ups and downs, changes and trends, have success.
– Come back tomorrow and I’m going to share an email I got from a real client about his search engine results page ranking.
– Until then, Keep Moving Forward.