Does Google Confuse You With Dental Related Searches?
How are the search results on Google’s page one structured?
Here at Dental Media we provide search engine optimisation services for hundreds of dentists across the UK, helping them secure many new patients from the web. Understandably those clients like to keep an eye on their ranking positons to see how their optimisation campaigns are progressing.
In addition to the regular monthly reporting we provide on campaign performance, we also try to speak with our clients on a regular basis to answer their questions and advise about current status using clear and non-technical jargon. One of the areas where we see lots of confusion is how Google presents search results and in particular what “search localisation” means for the average Google user. With that in mind, I thought it would be useful to recap on the main features of page one of the Google search results and how they impact on your own dental promotional campaigns.
Google search results are multi-faceted
Perhaps the first thing to note is that there are a number of different structural elements which combine to build up page one of the Google search results. The main ones are:
- Traditional organic results “10 blue links”
- Paid ad results
- Map/local listings
- Knowledge boxes, information panels etc
So when we make a search in Google, we are presented with a range of useful links which we can use to find more information – some of these are in the form of paid ads, others are there on the basis of merit and Google selection. Let’s take a look at each of these a little more closely.
Traditional organic results
These are affectionately known in our industry as the “ten blue links” because they are essentially in the same format Google used when it first began back in the very late 90’s. These results are displayed based on how well the linked website answers a user’s search query and they are dynamically generated by Google’s search algorithms. It is the quest to appear high up on page one of these ‘organic’ results which spawned the SEO industry over twenty years ago.
Although Google has diluted the traditional organic results over the years by the inclusion of paid ads, local results and more, they are still extremely important for any dentist looking to profit from the web. More traffic still goes to websites via the top three organic search results than any of the other results on page one combined.
Paid ad results
Paid ad results are not influenced by the quality of the website or business they are associated with, only on the skills of the ad manager and the click-budget available when they are set up. Ads on Google are self-explanatory and if you are using them, you are effectively participating in an auction where you bid to get your ads into the most prominent positions. There are numerous factors which affect performance, but in many cases, the more you pay, the higher your ads will be positioned. Clicks on the ads take the users through to your landing pages where you will present additional information to encourage them to get in touch.
Google ads appear at the top of the results page (usually three) and sometimes at the base of the page. They can also appear in various other locations e.g. the map listings or on third-party websites too.
Map/Local Listings
You will hear these called different things but for the avoidance of any confusion, they are the (typically) three results which appear in the top half of page one of the Google results. These results show how many reviews a business has together with other details such as location etc. There will also be a small map showing the relative location of the businesses displayed.
It is perhaps these particular results which are most misunderstood by users and which factors cause different business to appear. This is where we get into the somewhat complex issue of “localisation” – the way Google displays different results to different users. This is very important and not understood by many, indeed we often have conversations with dentists who don’t understand why they see different results to their friends and colleagues, even though the same search terms are being used.
So what’s going on here? In simple terms, Google is trying to present you with the results it believes are most relevant to you – those results are personalised. They take account of where you are searching from, where the businesses are located and other features such as things you’ve searched for previously.
From the business’s perspective being in the right place isn’t the only thing you need to start appearing in the local/map results, there will be other businesses very similar to your own not far away. So what differentiates you from them when it comes to Google choosing which business to place on page one in local searches? Unfortunately we don’t know exactly because Google is highly secretive to avoid the search results being gamed, however there are some factors which clearly play a big role. For example an expertly crafted business profile and a lot of high-quality reviews will certainly help.
There is also some evidence to suggest that a website which has good traditional rankings (see above) will also tend to do well in the local/map listings; however this is not guaranteed.
Other features you will see on page one of Google
Over the years, Google has introduced a whole array of features which periodically feature in the search results, for example “knowledge” boxes, featured snippets, answer boxes and more. These crop up periodically in the results and Google introduces them where it feels their inclusion will help answer a searcher’s question.
Summary
Page one of the Google search results is a fascinating mixture of features which is perhaps a lot more varied and dynamic than many realise. What you see when searching isn’t necessarily what your friend just down the road might see, particularly when it comes to local searches.
Suffice to say that an excellent website, search engine optimisation, a carefully crafted business profile and a lot of good quality reviews, are all going to give you the best chance of doing well in Google; so please prioritise that if you want to make best use of the web for new patient enquiries.
If you like any help with positioning your dental business most effectively in Google, please get in touch with the team at Dental Media on 01332 672548.