When should you panic?
I think it’s fair to say, that like most small business owners, dentists know the huge importance of Google for securing new client sign-ups.
Whilst paid ads are becoming more important, organic (free) search ranking is still critical and the the number of new patients acquired from this channel is significant. So it pays to invest in securing those lucrative positions at or near the top of the search results.
Many dentists frequently check their ranking positions, some as regularly as once per day! Whilst this is overkill perhaps, it’s certainly worth a quick check of you main keywords once a week or so to see what’s happening.
Those of us who do that regularly will also know that there is a lot of fluctuation in Google these days and gone are the times when results for keyword searches sat static for months on end in the rankings. This is because Google is constantly adjusting the algorithms which dictate how the search results work – so one day you could be top of the shop for your main keywords, but a few days later you could be down at position three. This type of flux is common now and we should expect it without too much cause for panic.
What we can also be confident about is that if a website is high-quality and that any SEO (search engine optimisation) for the site is within Google’s guidelines, then these small fluctuations can generally be ignored and that any small falls in position are likely to recover within a few days or weeks as Google adjusts again.
So not too much to worry about there. Indeed, if you’ve read any of our SEO blogs before, you’ll understand this ranking “flux” and also know that your overall traffic and conversions (enquiries) are even more important than keyword positions when it comes to the overall performance of your website.
But what happens when there is a more obvious and sustained fall in you keyword ranking positions? This is indicative of something more serious happening and is certainly cause to find out what is happening as quickly as possible. Panic is probably not the best word, but given the importance of website ranking position when it comes to gaining new patients from the web, you certainly need to act with a degree of urgency.