My name
is Paras Raichura, and I am the proud owner of a digital marketing agency in
London, PNDigital. My team of experts and I specialize
in helping companies dominate the largest marketing tool on the planet, Google.
I love helping companies improve their rankings online which in turn can bring
them a tremendous amount of benefits.
It’s challenging, it’s dynamic, and if we have the right client in the right
industry, we can bring them a PHENOMENAL amount of real world benefit. Our
agency has had the privilege of working side by side with thousands of clients
WORLDWIDE. We have helped our clients to achieve more sales through improving
their local and country wide presence online. Medical experts, Cadogan Clinic
right here in London are a great example of how you can stay ahead of the
competition through effective SEO.
Search Engine Optimization (SEO) is a combination of specific strategies and
techniques to help rank a website higher in a
search engine against a phrase related to its niche. SEO is constantly
evolving and with Google introducing new algorithm updates frequently the
competition to get to the top is fierce. There
is also a lot of misconception regarding SEO. Newcomers are of the
notion that back-linking is all that is required to rank a site. The purpose of
this article is to clear all the nonsense
attached to SEO and communicate in an easy way,
how to achieve first-page ranking in order to increase relevant traffic to your
site, get you more clients and boost your online reputation.
We will
be taking Cadogan Clinic as an example to show how you can achieve better
rankings in search engines.
http://www.cadoganclinic.com/
http://www.cadoganclinic.com/
Before we jump into it, if you have any
questions or require professional digital marketing services for your business,
feel free to give us a call at +0118 343 1341 or email at info@pndigital.co.uk
Why do I require SEO?
To put it simply, you require SEO because your
competitors are doing it and right now they are capturing all YOUR business.
Nowadays people practically do everything on their phones and Google anything
they need. SEO helps your business to get recognized among your target audience
for particular keywords so that they see you as an expert in your industry.
To help us figure this out, we will discuss three
things.
1. Why do keywords matter?
2. How much search volume is there for the keywords
in your region?
3. Why does long tail keyword search matter?
Anything you type in the
search engine when searching for something is a keyword.
One of
the most important and valuable activities in SEO is keyword research. Getting
ranked for the right keywords can make your business flourish globally. Keyword
research, besides determining marketing demands
can also tell you which word to target for in SEO and also enable you to
receive information about what your customers are searching to find your product or service.
Getting visitors is not
the goal, but getting the right kind is. With proper keyword research, you can
produce services or products that searchers are looking for and are high in
demand. To better assess, the value of a
keyword, follow the process below.
·
Ask Yourself
Is the keyword relevant
to your industry? Will the searchers that come across your site using this
keyword find what they are looking for?
Will they be happy with what they found
and will this result in a client? If the answer is “YES” then go for it
·
Search in the major search engines (Google,
Bing, Yahoo)
Checking already ranked
businesses for the keyword will help you gain valuable insight into the
competition and how hard it will be to rank. Are there search ads running on
top in a search engine? If so, then it
means that the keyword has a high conversion rate
Popular
search terms make up less than 30% of
the searches so what are the best and most profitable keywords to select? The
answer is to go for a long tail keyword (more particular)
which covers the remaining 70%. Long tail keyword converts more than the short
tail. Short tail keywords may have more search volume but will be tough to rank and require more time because of the
competition and difficulty level. Have a look at the search demand curve.
The last thing to cover
is the keyword difficulty. What are the
chances of success? It’s essential that to
rank, you must NOT go for the keyword with the highest demand. This takes a lot of time and can be very
costly. Furthermore, many agencies try to use this to tie their customers into
very long term contracts. Focus on quality,
not quantity. Long tail is where the smart
SEO starts and where the money is.
WEBSITE
What is the point of top
ranking if you do not have a website that
prompts visitors to take an action, builds trust, makes them feel like they are
in the right place, and you are somebody they will feel comfortable with. It is much easier to see measurable results by
increasing the number of visitors that convert by 20-30% than it is to see the
same results by sending enough traffic to a poor converting website.
Four questions that every website needs to answer if it
wants to be effective.
1.
Who
are you?
2.
Why
should I care?
3.
Can I
trust you?
4.
What’s
next?
With these questions in
mind, let’s gander at Cadogan Clinic’s website:
1. Who are you?
You will often come
across many websites that are built around this question, highlighting the list
of qualifications, degrees, awards, etc. However, people do
not buy your degrees or scholarships.
They buy how you can help them.
The best thing about
Cadogan Clinic’s website is that they have a video (of vision and mission),
which gives the visitor an idea of the
facility and the level of services they will be receiving. With video marketing
being the new darling of the marketing world, I recommend all the websites to
do this as it will always make a noticeable difference.
Video marketing is one of the
rising stars in the marketing industry. It is attaining a vital place in the marketing plans
to bond with consumers, engage with them and convert them into paying
customers. People will glance at your website and make a decision that whether
the site is worth exploring or not. If your site fails to catch the visitors eye,
then you likely lost a potential customer.
The most
important fact that you need to monitor on a website is that what the visitors
to your site find interesting. You need to focus more on what captures their attention
and move away from the methods of marketing which do not indulge them.
2.
Why should I care?
You need to show your visitors that you are the
right person for the job. Your website should symbolize that you are qualified
for the job, you care about the customer, and you’re here to help them find a
solution to their problem.
Do you deserve to be the #1 in Google?
Ask yourself why you?
- · Have you been working in this business for a long time?
- · A vast number of people feel scared and are not comfortable with approaching a doctor. Do you work hard enough to make them feel comfortable and relaxed?
- · Do you follow-up with your patients and make sure that they are doing ok?
You cannot be perfect in
all aspects. Your website should signify what sets you apart from the rest.
3.
3. Can I trust you?
When surfing through your site, the client will
surely think why should I believe any of this?
- · Have the doctors ever spoken in a conference or an event?
- · Have they been honored or presented with an award?
- · Do they have any publications?
- · Has the doctor performed any surgery better than any other doctor?
4.
What’s next?
Point out the actions anyway, even if they seem obvious. Some readers will trust you and
think that you are the right person for the job, but not all of them will know
what to do next.
Take Cadogan Clinic as an example. They have
added an inquiry at the end of every page
in their site which is great because it
can result in 10-20 emails to the office per day.
You will have
many options, but the end task is to guide the visitor to take a particular action. When you put eye-catching call-to-actions and monitor with
Google Analytics, you can find what
percentage of the visitors are clicking on the calls-to-action and tweak your
site with some offers and colors.
BACKLINKS
Let’s focus on some additional ways which can help a business build
a great SEO campaign.
Any link directed towards your website is called a
backlink. The number of inbound links indicates the popularity of your site
according to search engines. Search engines such as Google will give your site
more credit if it has higher quality backlinks from top authority sites. It’s
essential that the link directed towards your site is from a web page related to
your niche. Many SEO agencies use unrelated
backlinks to drive traffic to a website which not only makes it irrelevant, but
Google also penalizes the website which results in a drop in rankings, and in
some cases Google will remove the website all together.
Many years ago, all you had to do was create backlinks to
your site from about 40-50 relevant sites, and you could be page 1 on Google
for that keyword. However, over the years Google has caught on to the fact that
many SEO companies were doing this and has now made it harder than ever to get
a website to page 1. That’s why it’s of paramount importance to hire an SEO
company that knows exactly what is required to get the best out of your website
and claim that number 1 spot.
Before jumping into
back-linking for Cadogan Clinic, it’s important to outline a detailed strategy
and then tweak it along the way so that Cadogan Clinic can rank on top in
Google for highly competitive keywords.
What we do with our new
clients is that we compile a list of all the high
authority sites that are pointing to their competitors, and then work on it to
secure the same link for our client (or even better).
TELL GOOGLE WHO YOU ARE
Google My Business (GMB)
allows every business to tell Google that who you are, where you are located, what industry you are in,
reviews, office hours and much more. Google verifies your business address by
sending a pin to that address.
When you search on Google, the first results you see are the paid
ads (PPC) followed by local results and then organic listings. Make sure that
you have thoroughly completed your GMB profile and you get rid of any duplicate
profiles.
CONTENT
Always
keep this in mind when either building a new site, starting an SEO campaign or
creating content:
- Who is your customer?
- What do they care about?
- How can we answer their questions or help address their needs?
- Images
- Video
- Text
- Descriptions
- Before and after
- How-to
- Guides
- Opinion post
- Book reviews
- Lists
- White paper
- Link pages
- Product Reviews
- Interview
- Case study
- Podcast
Google
ranks a website based on quality, trust and authority. Pages with little
content, and few images get penalized and are harder to rank. Strong pages have a high chance of getting noticed by the search engines and getting
ranked. For instance, let’s take Cadogan Clinic as an example, they have a
separate page for every treatment or service they offer.
With
each page devoted to a particular
service, Google can judge quickly what
the website specializes in which makes it easier
to rank and provides customer a more user friendly experience.
OPTIMIZED
What does optimizing a website page mean? It’s
simple. How easy it is for Google to know what this page is about.
Here is an example of an optimized page
http://www.cadoganclinic.com/breast-augmentation-london/
http://www.cadoganclinic.com/breast-augmentation-london/
This is called
the “Title tag”, and it is the first
thing that would be suggested to address if you look at some starter guides to
SEO. This tells Google what the page is about.
The next thing that needs to be
addressed is the URL.
Up next is the heading of the page which needs
to be consistent with the title and the URL.
Google loves consistence,
and they made sure that they are leaving nothing to chance and delivering 100%.
There is zero confusion about the page now. They told Google exactly what the
page is about.
Content is the key to higher ranking in the
search engines. If the content is minimal, then
it doesn’t matter how well your website is structured. This content on Cadogan
Clinic’ website page allows the search eninges to know what the page is about
and contains the relevant keywords.
There is zero confusion left now, and when you
start building links to this page, you are bound to dominate Google.
CITATIONS
Citations are defined as any
mention of your business on the web regardless of the fact that it provides a backlink to your site
or not. For example yellow pages, yelp, etc.
A business with no citations will fail to get Google’s trust. They defined a couple of high-quality
citation sources that helped Cadogan Clinic increase rankings and traffic
significantly.
REVIEWS
Reviews are a factor in how well your site
ranks, but the main point behind this is that your potential visitor sees this.
MOBILE
Google clearly said in its new algorithm update
that if a website is not mobile friendly or mobile compatible, then no ranking.
People are accessing the web more from
their mobile than PCs. It is imperative that the site is eye-catching and functional on mobile devices.
Cadogan Clinic’s website passes the
mobile-friendly test with flying colors!
CLOSE
I have seen first-hand what a huge difference a
strong online presence can make. Strong online presence can make your business
renowned globally. The possibilities are beyond imagination.
If you have any more questions
or want to know how we can turn all this into a
reality, contact us at your convenience on 0118 343 1341 or email
info@pndigital.co.uk
