The Changing Landscape of Search Engine Optimization

When search engine optimization started to become common practice, businesses would cram their website with as many keywords as they could with hopes that it would get them to the first page of the search results.

As more and more businesses continued to do this, search engines, specifically Google, changed their search algorithm to ignore this, creating tougher competition and virtually eliminating “keyword stuffing” as an optimization tactic. This led to other methods of ranking higher such as tags, descriptions, outbound and inbound links, and off-site optimization (directory listings, social media, reviews, etc.).

Now we are seeing a very competitive and more complicated environment with search engine optimization.

Related Article: How to Improve Your SEO

Search engine optimization is an ongoing event that must be continuously worked. Paid search is a terrific option for improving your search placement.

Why Bother With Paid Search?

First-page exposure

One reason to implement a paid search strategy is to give your practice exposure on the first page of search engines.

91.5% of search traffic stays on page one of Google, and page two only makes up 4.8% of search traffic. (Chitika)

Having a site show up organically on the first page can take time; sometimes a really long time. Using paid ads will help get the 1st-page exposure you want for your practice.

paid search exampleHere is an example of what a paid search ad looks like. These are the first four Google results you see on page one when searching “dentist Cleveland Ohio.”

Target people who need your service right now

Paid search ads are like billboards, except these ads are only shown to people who are looking for you. Your ads only come up when someone searches for a specific keyword you have selected. So, unlike ads on billboards, television, or radio that are broadcasted to a lot of people in hopes that one of them might need what you’re offering, a paid search ad is very targeted.

Paid and organic search work well together

When you use paid search you are able to get a lot of insight about your patients that regular organic search won’t tell you. One of the most important pieces of information you find is what words people used to find you. When you know the words and phrases people are typing into search engines, you can start creating content around those words.

As an example, if you notice a lot of people searching for “teeth cleaning,” you can write a series of blogs about the importance of receiving a professional teeth cleaning. You can also include these keywords in your website pages. Both of these activities will help boost your organic reach.

Get found on Page One. Give us a call today.

Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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