I’ve looked at a lot of business websites over the past few years. It’s interesting (and horrifying) to see that far too many sites built for Australian businesses, including Dental Practices, do not contain the coding that make them legible to search engines.
The Internet Marketing Industry refers to this type of coding as ʻOn Page Optimisationʼ. It’s simply the words put into the code that describe the content of the webpage. So a page about Teeth Whitening would want its code to also contain the words Teeth Whitening, in several specific places called ‘meta tags’.
What If There’s No On-Page Optimisation?
So what are the repercussions of having poor On-Page Optimisation on a dental practice website?
The sites donʼt show up in the search results when people are searching for a dentist in the area or for a dental service that the practice offers. The Search Engines simply canʼt figure out what these sites are about, so they are ignored, left out or ranked very poorly.
Let me share some examples of what I’ve seen in recent times:
• A practice with a two year old website didnʼt appear in the first 1000 results for the most obvious search term for the practice type and location because it had NO on-page optimisation. (The practitioner had ‘invested’ in a budget website solution from a company he trusted, not understanding that he was only buying a website that people with the website address could go to. He assumed that the website would give him the online visibility he desired- instead, he got total invisibility in the search results).
• Google thought another dental practice website was offering ʻforensic servicesʼ instead of dental services: the Web Designer had used a template and had forgotten to change the code to make it relevant to a dental practice.
• Sometimes the problem is caused by incorrect spelling: I’ve seen lots (some even related to the location) but some service-related examples are ʻotrhodonticsʼ or ʻflouride treatmentsʼ.
Whoever designs your website needs to make sure it is visible to the Search Engines… and for all the right things!
If your practice website isn’t performing as well as you hoped, get someone to check the on-page optimisation. Dental Web Strategies can run a website audit for you to check this and many other factors that influence website visibility and performance- call 1300 216 233 to request your Dental Website Visibility Audit today.