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Dental Website Deep Audit “Live”
As someone who optimizes websites and Google My Business pages for local businesses daily, I want to be sure I am positioning my clients in front of the majority of internet buyers. I also pay attention to trends of which search engines are becoming more and less used.
So this week I conducted a little online research as to market share of the different search engines. What I found was both shocking and predictable. What was predictable is that Google still has, by far, the most market share.
What was not so predictable is that globally, Google moved up 10% in just the last year to 77.43% of all internet searches!
As someone who has been active in building local businesses and practices in 47 states and 9 countries for the last 40 years, I read a lot to keep up with changes in the marketplace. In a recent study of local businesses, it was reported that 85% of local businesses would be seeking to implement Organic SEO this year.
It is easy when you know how… Marketing 101 is:
- The Right Message
- To the Right Market
- At the Right Time
- In the Media the Majority of Prospects Use
Starting in 1976, I built and sold 3 service businesses in Newport Beach, CA against a horde of 1500 other competitors in Orange County. I was stunned when the Branding advertising strategies I learned in my college advertising and marketing classes did not work for local businesses.
Google My Business Marketing!
Recent advertising studies confirm the rapid decline of print advertising response. 85% of prospects that used to go to the Yellow Pages and local print publications now search for the products and services they want to buy on the internet. Google positions their “3-pack” of local Google My Business pages on page #1 of Google’s local search results. Google My Business pages have replaced the old, printed Yellow Pages as the #1 source local prospects use to find local businesses that sell what they already want to buy!
Search Engine Optimization Henderson NV
20 years ago many businesses relied on Yellow Pages to bring them a steady stream of new clients and patients. Now people use the Yellow Pages 5% as much as they did 20 years ago, and local businesses are asking, “Where should I invest my advertising dollars for the best return on my investment in 2015?”
The answer is prospects now do 85-90% of their local vendor searches online. Google gets 85% of those searches, and although there are thousands of other search engines like Yahoo and Bing, today we are going to focus on Google because it completely dominates the search engine market. Without first page visibility on Google, businesses are invisible to 85% their prospective clients. The Yellow Pages are not coming back, and the internet is not going away, so now local businesses really need to build their visibility on page 1 of Google for their top keywords.
There is a lot of confusion about what a good, legitimate business marketing agency can do for your local business. All too frequently I see business marketing agencies that push 1 Media because that is where their knowledge is the strongest. But that does not usually provide the best results for that business.
Business Marketing Agencies Should Audit Your Advertising
I have found that the best way to help any business is to analyze where they are spending their advertising dollars, analyze the strength of the marketing message in their advertising, and then make recommendations on how to make ALL their advertising more cost-effective. Frequently we choose to drop the worst performing ads and use those advertising dollars where they will return more profits.
Today, I am going to expose one of the myths of small business advertising. The myth I am speaking about is the myth that the primary purpose of a small businesses advertising is to build your Brand. The actual primary purpose of advertising is to get your phone to ring with qualified prospects that are ready to buy what you sell.
90% of the success of any advertising is in the headline. Prospects scan headlines just like they are reading a newspaper. They scan the headlines, then go back to the ones that looked interesting and had benefit to them. So if prospects are looking for interesting and benefit laden headlines, which headline do you think will get more attention and response – “Charlie’s Carpet Cleaning” (the name of his business – Branding) or “You Get the Most Sparkling Clean, Fresh and Fluffy Carpet Ever Seen or It’s FREE!”?
Testimonials are one of the most potent weapons a business owner has in his arsenal. They cannot be overused!
“You want to capture and utilize as much social proof and testimonials
as humanly possible” – Marketing Guru Joe Polish.
Don’t operate on the arrogant presumption that what your claims in your advertising will be automatically trusted and believed. That’s just brain-dead stupid! At least half of everything that you claim in your advertising will be instantly discounted, discredited, and disbelieved.
There are many facets to website development. One facet of website development is how your website navigation is set up. Some websites have the navigation tabs on the left column, and some have the navigation tabs across the top of the website, left to right. Either of these is more personal preference than a critical function, until you see what your website visitors prefer.
But should you own personal preferences outweigh the preferences of your website visitors? Not if you want to maximize sales from your website!