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The term SEO stands for Search Engine Optimization. According to Wikipedia the definition is:
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” or un-paid (“organic” or “algorithmic”) search results as opposed to search engine marketing (SEM) which deals with paid inclusion. Typically, the earlier (or higher) a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web web presence.
As a small business owner, the main point here is the last line regarding web presence. It is possible to have “web presence” without even having a website. Your business may be listed in one or more online business directories or business review websites. Therefore, if someone types in your exact business name then you may be found even without a web site. However, it is much more common for a person to enter a search term, called a keyword, when looking for a product or service. If you don’t have a website then it’s highly unlikely that your business will show up in the search results.
Let’s look at an example.
John Doe lives in Canton, GA. He needs to get braces for his child so he starts looking for an orthodontist, preferably one close to his home.
He goes to his computer, opens Google and types the following search term into the box: orthodontist canton ga
Note that the same business, Smith Smile Orthodontics, is at the top of both the map results and the organic results. The second business in the map results, Hickory Flat Orthodontics, is listed third in the organic search results. They also have directory listings in sixth and ninth places. Loos A. Stuart, DDS is listed third in the map results with no website listed, and they come up eighth in the organic results.
A visit to www.smithsmiles.com shows that the website meets many requirements for good on page SEO. The street address and phone number are present on every page. There are links on the home page that ask the patients to review the doctor’s office on Yahoo and Google. Another big plus is the fact that there are numerous pages related to dental care that contain a lot of information. Google loves content!
If you go to www.russellbraces.com you will find that the site is not so polished, which is not necessarily a bad thing, but they don’t do some of the things as well as the previous website. The phone number is on every page but the address is not. They do not seek reviews from patients, and there is not nearly as much content.
Neither website shows any form of relationship management via email or social media. In other words there are no web forms asking people to sign up for a newsletter and there are no Twitter, Facebook, etc. links where people can get ongoing information from the businesses. While it is possible that the offices are collecting email addresses and asking for followers in social media from patients while they are in the office, I tend to doubt it.
Another search for the keywords ‘orthodontics Canton GA’ and ‘braces Canton GA’ shows almost the exact same results. In conclusion, the field is wide open for other orthodontists in Canton to show up on the first page of Google search results for these keywords. This could be accomplished with a simple website having plenty of good content and various other optimization methods such as adding the business and website to numerous local directories and review sites. Over a period of just a few months a brand new website could move into one of the top three positions for these keywords and others.
Local search engine optimization, in addition to email marketing and social media marketing can dramatically increase your web presence and in turn, your revenues.
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