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Patient Attraction Episode 716
Google’s 2015 Search Quality Ratings Guidelines, released last year, offer insights into how dentists can achieve higher search engine results. Yesterday’s podcast covered the requirements for mobile phone sites and touched on the “needs met” test. Right after the break, I’ll share what you need to know to meet Google’s needs.
– As a health care provider, Google holds your website to a much higher standard.
– In fact, yours is a “Your Money or Your Life” website.
– That designation, which was introduced in 2013, is used for pages that can affect a person’s “future happiness, health, or wealth.”
– So medical, legal, and financial websites, among others, fall into this category.
– The quality of your page content has to be more accurate, more authoritative, and more trustworthy.
– It has to do an excellent job of meeting the searcher’s needs in areas that Google considers to be really important.
– And that brings us to the “needs met” test, the other area of emphasis in the 2015 Search Quality Ratings Guidelines.
– Let’s consider Page Purpose.
– Basically, does the page have one clear purpose?
– Second, how well does it meet that purpose?
– If your dental website home page is sprinkled with “fun run” and pet adoption notices, it probably won’t do very well.
– Next, is your content helpful?
– In the case of dentists, that means providing information about dental conditions and solutions.
– And your entire website’s purpose should be clear; preferably, it should be explained on the “About” page.
– Your main page content must have Expertise, Authoritativeness, and Trustworthiness (E-A-T).
– And have enough high-quality content to satisfy the user.
– Supplementary page content CAN help achieve a high rating.
– Your site’s maintenance and functionality are important.
– Bad links, pages that don’t work well on different browsers, and slow-loading images count against you.
– The freshness of your content is a major consideration.
– Websites are expected to be updated and/or have new content added regularly.
– And it should go without saying that content must be original.
– Finally, to satisfy the “needs met” test, your entire website’s content must also have E-A-T.
– Expertise, Authoritativeness, and Trustworthiness.
– There are different standards for different types of websites, but you should expect yours to be held to the highest standard.
– That may all sound intimidating.
– But if you keep the user and these guidelines firmly in mind, you should do fine.
– Tomorrow, I’ll begin a 2-day series on native advertising.
– Until then, keep moving forward.