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The holy grail for any organisation’s on- line marketing is to appear on Page 1 of Google search results. Imagine how many patients you would gain. How would you like to achieve this without spending thou- sands of pounds? This is possible if you have time on your hands and reduce online competition through local listing. According to Google, there are over 40,000 search queries every second. This roughly amounts to 3.5 billion searches per day globally, with a significant portion of this (increasing all the time) being searches on mobile devices. Google is always tweaking and improv- ing the search factors to deliver search re- sults based on the user’s intent. Therefore, it is understandable that your website should be focused on patients and easy for Google to find and read. Even without a state-of-the-art website, it is possible to appear on Page 1. Organic (natural non-paid) rankings are achieved by being relevant and having authority in the online world, and depend on online competition. On Page 1 of Google, aside from the or- ganic listings, there are typically three to seven map listings. The most feasible way of achieving Page 1 rankings in your loca- tion is to register for a Google My Business listing first. If it has already created a list- ing, you will have to claim and verify this. Choose the tags relevant to the services your provide (dental practice) and ensure that your phone number (geographical number) is displayed, as well as your ad- dress and post code. Do also brand the page with your logos and personalise it with photographs of your team and practice (not necessary for rankings but highly ad- vised). Finally, encourage your patients to leave you a five-star review on this page. This is a very important factor. Once you have your page set up and opti- mised, the next step is to establish your on- line authority by inserting a link to your Google Business Place on your website. En- sure that your website has your contact de- tails displayed. Then list your address de- tailsinlocalandlargedirectories(trynotto get carried away) and ask local businesses to cite your details online. Ensure that the details are always consistent and accurate, as inconsistent address or telephone num- ber details will confuse Google. Citations are a key factor for ensuring Googlerecognisesyourpresenceinyourlo- cation. It may be that local hotels, bed and breakfasts, or newspapers are recommend- ingdentistsinyourtown.Evenifthereisno link to your website, having your address will benefit your rankings. Google reviews can only be submitted by individualswiththeirownGoogleAccount. I do not recommend allowing patients to provide reviews using your practice Inter- net connection, as Google may identify the location and think the reviews may not be authentic or independent. Once you have received seven reviews, Google will place a number of stars next to your practice name on the map listings. The more five-star re- views you have, the higher your score will be.Ithasbeendocumentedthathavingfive stars encourages a 23 per cent increase in click through to your website. These simple steps will set you in the right direction to achieving Page 1 rank- ings. Remember the results will be specific to your location and based on the user’s searchterms.Googleisfocusedontheuser, so if there are seven other practices nearer to the user’s post code they inevitably will be higher up on the results list. Consider or- ganic or pay-per-click campaigns if you want to have a higher chance of success. There are no guarantees with Google, but you should always focus on building visi- bility where Google is looking, because your patients will be directed there. The recipe for success in any business is focus on serving the client, and it seems the same rule applies with your online marketing. Focus on the patient in using the platform is key to everything. 7Dental Tribune United Kingdom Edition | 1/2015 BUSINESS Google: How to get on to Page 1 in 2015 By Naz Haque,Dental Focus AD Naz Haque,aka the Scientist,is Operations Manager at Dental Focus. He has a background in mobile and network comput- ing,and has experience sup- porting a wide range of blue- chip brands,from Apple to Xerox.As an expert in search engine optimisation,Naz is passionate about helping clients develop strategies to enhance their brand and in- crease the return on invest- ment from their dental practice websites. He can be contacted at naz@dentalfocus.com. DTUK0115_07_Haque 09.04.15 15:20 Seite 7 DTUK0115_07_Haque 09.04.1515:20 Seite 7