Did you know that a whopping 75% of web users don’t click past the first page of search engine results and 60% of clicks go to the first three listings?! Don’t let your website get lost in Google’s search results!
Secure a spot on the first page of search engine results over and over again.
Not only can you earn a top spot on the first page of Google, but you can stack the odds in your favor by appearing more than once. Boost your credibility and bury the competition by showing up on the first page of Google multiple times.
Learn the secrets to scoring more than one spot on the first page of Google in our recorded webinar, How to Appear Multiple Times on Google’s First Page.
How to Appear Multiple Times on Google’s First Page
Since an increase in search equals increased opportunity to book appointments, you want to rank on Google’s first page more than once. Why limit yourself to only one touch point with a potential client? But how do you do that?
The first thing to look at is what appears on Google’s first page of search.
Anatomy of Google’s First Page
To break it down, there are 3 main sections of Google’s first page of search results.
#1. Pay Per Click advertising at the top
#2. Google Maps in the middle
#3. Organic search results fall below maps
Search engine marketing, or pay-per-click advertising (PPC), is at the top and is utilized primarily for paid ad space. That’s where you’ll see the green AD right before the URL in the search results. This is where it’s at when you want fast results.
Next up is the Google Maps section. Not only will potential clients find information on how to connect with your business, this is also where they will be able to read any reviews your company has on your Google My Business page. This section is all about your practice’s reputation.
And right below that is the organic results section. Now while the other two sections get a majority of the clicks (we’ll talk about that in just a second), this section is where it’s at for longevity. You’ve used all of the right keywords, your site is optimized and mobile responsive, and the search bots love you.
From a numbers perspective, 40% of people click on the PPC ads section, 25% of people click on the Google Maps section, and the rest click on the organic search results. But how do you utilize each of these sections to your advantage? Let’s get to that…
Using PPC to Secure the Top 3 Spots
Using pay per click advertising is very effective and results can be seen almost immediately. Not only can results be quick, but a practice can also target the population within a certain geographical location to optimize their results to show their ads to only those in that specific area.
In addition to specifically targeting a location for your ads, you can also do a few things on your website to ensure that once your ad is clicked, you can convert that lead into a booked appointment.
Customized Landing Pages
Utilizing an effective landing page for each ad that you’re running will help you convert more visitors into clients.
Make sure that you include the following on your landing pages:
- Call to Action
- Service Specific content
We go more in depth on how to create effective PPC landing pages in this post here.
To fully track the success of your PPC campaigns, you should be using call tracking. Call tracking can help determine where a lead came from when someone calls into your practice to set that first appointment instead of using your website to book.
Not familiar with call tracking? You can learn more in this post here.
Now let’s jump into organic search results.
Using Organic Optimization to Populate Multiple Results
While PPC is a quick and effective way of getting on Google’s first page, organic search results have a longer lifespan. And not only can you show up once in organic search, you can show up multiple times depending on the content you have on your website.
To do this, it’s important to have specific metadata and page descriptions for each page on your website that highlight the specific services you offer. You will also want to target specific keywords related to your practice and the services you offer.
To target your audience better, you need to get to know who they are. If you specialize in a specific technique or service, learn what those patients are looking for in a provider. You can then target your keywords and content based on that knowledge.
Dive further into SEO in this blog post here.
Appeal to More Searchers with a Mobile-First Approach
52% of all online traffic is generated on a mobile device. It’s not enough to have a mobile-friendly version of your full site, your website needs to be mobile-responsive so that it can be seen fully on all devices.
And this isn’t just for the users experience on your site. Google actually ranks mobile-responsive pages higher than those who are not.
When you have a mobile-responsive site, it doesn’t end there. You will need to continually make sure that any new videos, photos, and pages are optimized for mobile-responsiveness and that those pages are easy to navigate.
Put a Plan Into Action
Now that you have all of this information in front of you, what are you going to do about it? The first thing we’d suggest is to find out what parts of this strategy you can do yourself, and what you may need to hire out.
If you don’t know what you can take on, give us a call and we can help come up with a great strategy for your practice.
Once you’ve tackled PPC and SEO, start looking at reputation management.
We have a few articles to help get you started:
Client Retention Strategies That Work
How to Encourage Clients to Leave Feedback and Strengthen Your Online Reputation
Take Control Of Your Online Reviews with Review Management Tools