Orthotown June 2018 - 27

We hear all the time that websites should be optimized to help them rank higher in search engine results.
Because today's search algorithms are complex and change frequently, positioning the content on your practice
website for maximum reach is something that benefits from the guidance of an SEO expert-but it's important
to understand the types of results that are achievable, and how long it will take to get there. As you interview
potential experts, here's what to keep in mind.
Q: What, if anything, should an SEO expert promise-
and should those claims come with any guarantee?
A: According to Google's guidelines on search marketing, no one can guarantee a
No. 1 ranking in Google. Any type of ranking, traffic or calls guarantee from SEO experts
is highly suspect, because there is no way to guarantee something they can't control. This
includes local Google map rankings.
Beware of SEO experts who promise quick results, because they may be utilizing "black
hat" tactics, which are essentially shortcuts that disreputable SEO experts use to "achieve"
higher rankings. These methods will put your online marketing at risk, and search engines
will likely penalize this unethical activity. Unfortunately, you'll be the one punished, not
the SEO vendor.
Instead, SEO experts should explain what they can deliver and how they expect to help
you hit your goals. You'll want to ensure the results are within your target area, and not bogus
metrics. If you see a 40 percent increase in traffic over a month, but most of the traffic is
coming from Canada while you're located in New Mexico, then the traffic won't convert into
new patients. An SEO expert should also conduct an analysis of your online digital history
and send reporting metrics to keep you updated.

Q: What sort of results should dentists realistically expect when they engage
an SEO expert? Is it realistic to say, "I want to be on the first page of Google results
when someone searches '[name of town] orthodontist' "? To want to be in the top five non-ad
results? If not, what are some more feasible expectations?
A: A variety of factors contribute to SEO results-region, competition, a new website or
domain, or a new physical office location, for example. Generally, it takes anywhere from three to
nine months for SEO to start "working." Search engines crawl and index your website every three
to four weeks, so it can take time for them to identify what services you offer-Invisalign, braces,
teeth whitening, etc.-and to rank your website accordingly.
There are also frequent updates in search engine algorithms that can affect SEO results. There
already have been four Google algorithm updates in 2018!
An orthodontist in a smaller community with less competition will likely experience an increase
in rankings and/or calls more quickly than an orthodontist with more competition in a larger city.
Authentic optimization takes time and patience-it's not something that you simply set and
forget. You should speak with an SEO expert to see what's a realistic expectation based on your
online history and market.

orthotown.com \\ JUNE 2018

http://www.orthotown.com

Table of Contents for the Digital Edition of Orthotown June 2018