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Websites & Google Ranking Giving patients what they want online Hugh Stephens

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Page 1: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

Websites & Google RankingGiving patients what they want online

Hugh Stephens

Page 2: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

What we’ll cover

•What makes a ‘good’ modern website – what patients want to see

•How Google chooses the search results

•How you can optimise your website & HotDocto improve search rankings

• Advertising options to bump up your site

Page 3: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

What is a ‘good’ website?

1. Easy to use for the audience who will use it

Who is using your website?

What do they want to find or learn about?

Why are they visiting your site?

(our example site: https://www.demoroadmedicalcentre.com.au)

Page 4: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

Common complaints from patients

• Can’t use website on a phone

• Can’t find the information they are looking for• Phone number (or Online bookings?)• Address• Opening hours (including for public holidays etc)• Doctor names

• Not up to date / contains old information

• Can’t find the website when looking for it (!!)

Page 5: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

What is a ‘good’ website?

2. Mobile friendly (it’s 2017)

www.aimia.com.au/LiteratureRetrieve.aspx?ID=180479https://support.google.com/adsense/answer/6196932?hl=en

Page 6: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

What is a ‘good’ website?

3. Secure (HTTPS)

https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html

Page 7: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

How Google ranking works

• Interconnectedness with other (popular) websites• “Back linking” / “Link building”

• Relevance of content to input• “On-page” optimisation

• Engagement when shown in results

• Timeliness

Page 8: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •
Page 9: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •
Page 10: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

Google’s Top Tips for Ranking1. On your website

• Use unique and accurate page titles• No duplicates, and they should be relevant (!!)

e.g. “Home – Demo Road Medical Centre Fakeville” / “Dr Jane Smith – Demo Road Medical Centre Fakeville”• NO ABBREVIATIONS OR JARGON!• Don’t keyword stuff (”Dr Jane Smith GP Medical

Practitioner Demo Road Medical Centre GP Clinic FakevilleMelbourne Victoria”)

• Use a sensible ‘description’ tag to summarise page content• Don’t duplicate content (this applies to HotDoc too!)

Page 11: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •
Page 12: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

Google’s Top Tips for Ranking

1. On your website (2)

• Use ’permalinks’ or relevant URLs (so /our-doctors/dr-sally-jones/ not /page?id=123)• They are displayed in the results• Should have a logical directory structure (if needed)

• Generate and submit a sitemap

• Write new content, and make it easy to read and relevant• Avoid keyword stuffing!

• Don’t use “click here” as link text

Page 13: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

Google’s Top Tips for Ranking

2. Backlinking / Link Building

• Use blogs, social media and other channels to generate back links to your site

• HotDoc Bookings is a good (& easy!) site to do this!• Setup your clinic website URL correctly• Setup your doctor profiles correctly with a link to their

doctor page on your site (& vice versa)• Fill in your doctor profiles etc with Bookings• Link to and from HotDoc Bookings (included with the

widget)

Page 14: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

Google’s Top Tips for Ranking

3. Google Places / Google Business

• Good for ranking as well as ease of use by patients

• Appears in search results, particularly for “medical centres in <suburb>”

• Appears in other Google products: Google Maps etc.

• Can include your website, phone number, regular opening hours etc.

• Easy to do – go to https://www.google.com.au/business/• (they may upsell you toward ads…)

Page 15: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

Important notes on SEO

• Don’t expect success overnight

• Be weary of expensive specialists!

• Some keywords / searches will be much more difficult than others

• Your clinic website should always appear first in the results when searching for the clinic…

Page 16: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

Great easy resources for SEO

• https://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf

• (detailed) https://moz.com/beginners-guide-to-seo

• Good Wordpress plugin used by pretty much everybody: https://wordpress.org/plugins/wordpress-seo/ (”Yoast SEO”)

Page 17: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

What if it’s not enough?

• You can run AdWords ads if you want

• Engaging an agency will cost ~15%, but easy to DIY

• You pay for each click that someone makes• Range of budget control (max/daily/etc)

• Choose the keywords you will target, then add text for your ad

• Best to test different options/wording

• Free phone support if you spend more than $5/day (their recommended minimum)

• Start or stop whenever you like

Page 18: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

Other things to keep in mind

• Don’t forget the other basic marketing tools:• Signage• Reception area• Public relations• Referrals from patients to family/friends/etc

• Other digital channels can also be useful, like social media (paid and unpaid)• Facebook++• See our other webinar

Page 19: Websites & Google Ranking - cdn.hotdoc.com.au€¦ · Google’s Top Tips for Ranking 3. Google Places / Google Business • Good for ranking as well as ease of use by patients •

Questions?

Contact me:[email protected]

Contact HotDoc:1300 468 362www.hotdoc.com.au