How Google Determines Your Site Ranking; and How to Improve Yours

How Google Determines Your Site Ranking; and How to Improve Yours!

By PETE JOHNSON

When you search for something on Google, how does Google determine the order (rankings) of the web pages listed?

It scores sites according to its E-A-T guidelines. The acronym stands for:

  • Expertise (content author’s and site owner’s)
  • Authoritativeness (e.g. other experts refer to you)
  • Trustworthy (e.g. has good reviews, is a secure site).

Because you’re a dentist, you and your site need to have an extremely high E-A-T (score) in order for your page to appear higher in the stack of results.

Here’s why. Google likely categorizes your website as a YMYL (Your Money or Your Life) site; that is, a site offering financial, medical, or legal advice.

Since the quality or accuracy of the information in these types of sites could positively or negatively affect a visitor’s health, wealth or happiness, Google (search algorithms) hold them at much higher E-A-T standards than other types of sites.

Google is constantly changing its algorithm in efforts to improve the quality of its search results. The most recent changes seem to focus on putting even more weight on a sites E-A-T score.

Here are a few things that will improve your and your site’s E-A-T level (to improve your ranking on Google/ site’s SEO).

Example of GPG Client Video SEO Content

  • High quality content. Create well-written content your audience wants and understands. Also, creating a video or podcast that allows you to demonstrate your expertise in a subject and provide answers to frequently asked questions will help establish your expertise.
  • Links to your site from other respected dental-related websites will help establish authoritativeness.
  • Lots of positive reviews (e.g. on Facebook, Google), addressing negative ones; and having a secure website domain (https) increase your and your site’s trustworthiness.
 

Interested in learning more? Use the link below to schedule a time to chat!

How to “WOW” your patients using custom post-op videos

How to "WOW" your patients using custom post-op videos

By PETE JOHNSON

Are you looking for new innovative ways to increase patient loyalty and deliver an unparalleled patient experience?

Sending out short custom videos to patients after they receive your care is a great way to do this! GPG client and Video Marketing enthusiast, Dr. Robert Pick, has been doing this for years. He’s being it for so long that he even coined the term PPP (Pick Post Procedural Video). 

In the video below, you will see an example of what Dr. Pick’s videos entail and get a behind the scenes look at just how easy it is to implement in your office.

Here are some photos of the team creating the video:

So what are you waiting for! Start using video to engage with patients and we GUARANTEE you will see results!

How using video can attract new patients and strengthen your bond with current patients

How using video can attract new patients & strengthen your bond with your patients

By PETE JOHNSON & ERIC BUNNELL

Many practices would love to incorporate videos into their marketing, but assume it’s time consuming and expensive to create them; and that it might not be worth it.

But video can be a powerful tool that can help you stand out among competition, and build a connection with potential and current patients. And there’s an easy way to get the most value out of the time and money spent on producing video: create templates for different scenarios, so one video can be repurposed into separate ones.

Whether they’re professionally produced or homemade, what matters most is you show patients—prospective and existing—genuine concern for your patients, and who you and your practice are.

Here’s what short videos can accomplish for you, and the types of video you can create from one longer one. 

Stand out among competition in search results

People are 80% more likely to click a video search result than a text search result. In order for a practice’s videos to appear in video search results, it needs to use videos frequently in its online strategy.

Here are two types of short videos (that can be broken out from a longer one) that will help potential patients distinguish your practice from others.

Patient Testimonials

When people search online for a new dental office, they usually make a decision after evaluating two to three practices.

Our marketing data shows that the testimonial-video page (of a practice’s website) is one of the most visited types of page before a practice is contacted. Most patients appreciate their dentist, so don’t be scared to ask for a testimonial!

Example of a GPG Client’s Patient Testimonial Video

Get to Know Us

If a new patient searching for a practice sees your videos at the top of a Google search (video search results) with doctor, staff, and patient testimonials and clicks on them, he or she will get a sense of what your practice is like—something not possible with text alone.

Example of a GPG Client’s Practice Overview Video

Let existing patients know you care about them—and their well-being.

Every touchpoint before and after an appointment directly impacts acceptance and return rates.

Here are four kinds of videos (that also can be broken out from one longer one) that can help your patients feel taken care of between visits and after procedures.

Make-An-Appointment

Videos can be used to remind patients why they chose your practice, and remind them to schedule their next appointment. You could take a bubbly “we miss you” approach, or go with a “schedule your next visit” message.

Pre-Op/Post-Op

It’s frustrating when patients forget to take pre-meds before coming to their appointments, or call the office asking questions because they didn’t read post-op instructions.

Short videos sent with your appointment reminders can truly help get your patients prepare. Longer ones can serve as guides after procedures.

Pre-and-post op videos are most effective when sent to the patient as a text message that links to the video.

Example of a GPG Client’s Video SEO

Consultation Follow-Up

Consult follow-up videos are a strong way to increase acceptance rates for larger cases. They’re similar to pre-op/post-op videos, but work better when the video is customized to a patient.

For someone who received two implant consults, it may be difficult to determine which office is better. But he or she can determine which practice cares more. Sending a custom video recapping a consult and offering to answer questions will go a long way towards acceptance in high-value cases.

Random Acts of Kindness

A happy-birthday video sent via email is more memorable than an email or card. You’ll find that patients will mention your birthday video, and how nice it was.

Customizing each is unrealistic, so it’s best to make a fun and genuine, but generic video. Sending celebratory videos for a newborn or graduation is a nice touch, too.

Injecting video into your marketing and patient communications will strengthen your practice’s presence to potential and existing patients. If created with heart and honesty, you’ll likely find creating your video was well worth the time spent and investment.

Attract new patients with Video Marketing

We’ve all heard that “a picture is worth a thousand words”. Well if that’s true then a video is a worth million! We have all felt the power of video. Who hasn’t teared up at a movie? Heck, my mom even cries during commercials.  Using video to grow your brand is not a new idea. What is new is how easy and affordable it has become for businesses of all sizes.  Not so long ago the only place where people went to watch video was TV. It was expensive to produce and even more expensive to get it on the air. Now we all carry TVs in our pockets, and there’s another screen on your desk, and maybe another one in your briefcase, and probably a dozen more in various places in your home and office. In Cisco’s latest Visual Networking Index, they say video traffic will more than quadruple by 2022 and account for 82% of all internet traffic. The internet, and in particular social media, has changed forever the way we consume information… anyone with a smart phone, a social media account, and a little creativity can produce great video and stream it to the world. And you can use that video to find highly qualified new patients who have sold themselves on your services before they even pick up the phone to call you.

Let’s look at it from the point of view of a patient who just moved to town. They have no idea what they need. If they are like most people, they are avoiding going to the dentist for a multitude of reasons. When they finally decide they need to go, they have no idea what separates you from the next dentist down the street. So, what do they do? They turn to Google and start their research. They open up a few tabs in their browser window and what do they find? A bunch of websites that look exactly the same, featuring stock photos, stock content, not much more than a virtual business card. They end up picking someone almost at random, usually the closest one.

How do we influence that patient choose to you?

By creating an emotional connection with them. And how do we create an emotional connection? By using patient centric marketing strategies focused on creating an unforgettable online experience. And what do you think people connect with and remember most? Video!

Let’s go over the key elements of creating a captivating homepage using video.

Video Header

The most important real estate on your website is your homepage, especially the part “above the fold”, the part that visitors see immediately, before scrolling. Instead of having a static image as the main element your home page, put in a video header, a short video playing on loop that highlights the most important things you want visitors to know about you and your practice. At Get Practice Growth,  we often use “b-roll” footage we get from overview videos, patient testimonial videos, and our Video SEO services. You can purchase stock video headers online, but they won’t have the personal connection you really want.

Another easy way to strengthen your connection the local community is to use drone footage of local scenery or landmarks. Even better, if you are active within your community, add video clips of your participation at community events to show your connection to the community. Be sure to include footage of the doctor and staff interacting with patients, showing off what a friendly environment your practice is. Do you have a beautiful waiting room with iPads and TV’s for patients to use while they wait? Put that in as well. This is your first impression, make it a good one!

Examples of Video Headers:

www.fusiondentalcare.com

www.lorilogandds.com

www.gargdmd.com

Practice Overview Video

This is your chance you tell your brand’s story. It should be one of the first things that people see on your website. Typically, we recommend this video to be in the section directly beneath your main “call-to-action” on the home page. It’s best to include some text to the left of the overview to let the viewer know what it is. (People read to left right so this helps with the user experience). I have included a picture a below to show what I mean.

Your overview video is extremely important in creating that critical emotional connection. This is where you can show, not just tell, the world WHY you are a great dentist. Tell you’re your story. Did something happen to you in your life that made you want to be a dentist? Everyone knows you are a doctor and your goal is to enhance the quality of your patients’ lives, but what separates you from your competition? If you are comfortable with it, get your family involved in the video as well. Show that personal, even vulnerable side of yourself that makes you human. If you have patient testimonials, pick your best one and put it in as well. This is your first and best chance to start building that personal connection.

Examples of Practice Overview Videos:

Lori Logan, DDS – Practice Overview Video

Ramona Dental Group Overview

Chris Hoffpauir, DDS – Practice Overview Video

Video Patient Testimonials

This is one of the strongest elements of video marketing, and frankly the easiest for any practice to start doing right away. We all know about the power of online reviews. Online reviews help drive traffic to your website and strongly affect your search rankings. But reading text only does so much. Once that traffic gets to your website, you need to drive home what an amazing doctor you are. Having video testimonials on your website allows your visitors to watch your patients talk about their experience with you. It can help alleviate their anxieties and concerns because they are able to see how happy your patients are and how much they like you. And the best part – you can start doing this today! Pull out your phone, record your patient testimonials (be sure to get their permission), and then post it on your website and social channels! Most patients are happy to help and welcome the chance to gain a few minutes of stardom. Be sure to encourage them to post links on their own media so their friends can witness their debut performance.

Examples of Patient Testimonial Videos:

Patient Testimonial Video (Dr. Chris Hoffpauir)

Patient Testimonial Video (Dr. Naomi Sever)

In our next article, we will talk about Video Search Engine Optimization and why this innovative technique will boost your site to page 1 in no time! If you have any questions, please feel free to reach out to me directly via email at pete@getpracticegrowth.com.

Pete Johnson

Cofounder & Chief Revenue Officer

Get Practice Growth

Credits:

End Notes:

The statistics referenced in the article come from Cisco, Hubspot, Think With Google (Google), and from my years of experience in dental marketing. On top of the data from the credible sources mentioned above, we have our own internal data to back up these claims