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Patient Attraction Episode 859
You probably won’t be surprised to learn that Google is the dominant online search provider around the globe. But dentistry isn’t global, it’s local. When it comes to the United States, Google still dominates, but there is another group of competitors that are beginning to gain ground. When we come back, I’ll tell you what the Charge of the Microsoft Sites means for your dental marketing. Stay tuned.
– I’m Colin Receveur, founder and CEO of SmartBox Web Marketing.
– Thanks for tuning in to the Patient Attraction Podcast™.
– Your dental prospects are looking for you online, and that begins with a search engine.
– Google holds just under a two-thirds share of online search in the United States.
– But Google’s share has increased only about 5 percent since January of 2008.
– At that time, Yahoo held the number 2 spot with a 22 percent share.
– Since then, Yahoo and the collective Microsoft sites have traded places.
– As of April 2016, Microsoft has a 22.6 percent share and Yahoo has dropped to 12 percent.
– You certainly should be focusing your online presence toward giving Google what it wants.
– But what about the other one-third of the online search market?
– Take Bing, Microsoft’s flagship search engine.
– Bing is looking for great content, and its “rules” for content are similar to, but not identical with, Google’s rules.
– With more than a 1 in 5 market share, Bing deserves some attention, too.
– But Yahoo’s guidelines are different yet, and it’s used by 1 in 8 people.
– For the average dentist, or even the exceptional dentist, producing content that will help a website rank high on all three search engines is nearly impossible.
– That’s why SmartBox recommends that dentists concentrate on Google to get the greatest possible audience.
– But Google’s market share is fairly flat, while Microsoft is showing a slow but steady growth.
– If the trend continues, the time will come when we recommend that dentists cater to both search engines.
– And for that, you’ll need web content experts.
– None of the search engines will tolerate mass-produced, “cookie-cutter” content.
– In fact, you’ll almost certainly draw a penalty in search rankings.
– If you’d like to learn how SmartBox produces expert content that Google loves, visit smartboxdentalmarketing.com/content-writing.
– And while you’re there, you’ll discover what makes SmartBox unique and so effective for its dentists.
– Until our next podcast, keep moving forward.