Help Google to understand your website and boost your rankings
The architecture of a dental website is particularly important, not just to ensure that your users can easily find the information they need, but also to help Google understand what the site is all about. If you do this well, you will also help your search ranking results. So why is this?
Don’t jumble your information
Imagine the situation where a dentist has a tight budget when having a new dental website designed and in an effort to reduce the scope and cost, tries to incorporate all of their treatment information on just a couple of pages. Whilst this may appear to be a logical step to take, when it comes to how Google interprets the site and decides where to place it in the search results, things start to go wrong very quickly.
Whilst Google is becoming increasingly “intelligent”, it still uses key structural elements on a web page to tell it what the page is all about. Digital marketers use these elements, e.g. the page title, to optimise the page for a specific topic e.g. teeth whitening. Where several topics or treatments are incorporated on a single page, it is very difficult to use the structural elements on a page to tell Google what to prioritise; in effect the on-page search optimisation is diluted. So what is the recommend approach?
Content Siloing and Topic Modelling
Whilst no-one other than Google knows exactly how they analyse a web page, we do have plenty of evidence to suggest how they might go about it. With this in mind, we can follow the principles of “content siloing” and “topic modelling” when constructing our pages for best effect in search.
Content siloing refers to clustering information about a specific topic on a website. So for example, the dental implants section would have a primary introductory page (our search target), supported by several other pages relevant to the subject – for example a sub-page about all-on-4, another about immediate loading and so on. The idea is to fill the section with as much information about implants as possible, all underpinning the main page we are targeting for implants in the search engines. Similarly for orthodontics, we would have a primary “headline” page, supported by detailed sub-pages, typically covering various different types of ortho treatment available.
This type of data structuring forms silos of “authoritative” information which Google loves and promotes above sparse information.
Topic modelling refers to the use of wording which supports the key search terms you are targeting. Google understands these complementary terms which helps to support what your web page is all about. So for example where dental implants would be your primary search phrase, the use of text such as “replace missing teeth” and “titanium tooth root” in the descriptive text help to model the topic and assist Google in determining what your page is all about. There is more to it than this, some of it which Google will never reveal, but these two key techniques really do help to yield good search engine results.
A word on content depth and breadth
In general, larger websites tend to work better in Google than small ones, particularly where the techniques above have been deployed correctly. If budget allows, look to build a comprehensive website with as much useful information as possible. Where this is not possible initially, set aside a small budget to add new material to your website progressively. Google also likes “fresh” as well as comprehensive information.
When it comes to building your dental website, please take into account the huge benefits to be gained from structuring your data using the techniques mentioned above. Trying to cram dissimilar content into the same few pages will not work well in Google and even though you may save a few pounds initially, you will hold your site back significantly in the search results.
For more information about this topic, or building high-performance websites for dentists more generally, please get in touch with the team at Dental Media on 01332 672548.Google+