Imagine Google as an A-Lister putting on the party of the decade.
The whos-who are all invited, rubbing elbows with one another amidst good food and drink. No one wants to be left out. To earn an invitation to this party, you have to be part of the ‘in’ crowd. So how do you move from fangirl to favored guest?
How do you get on Google’s Guest List?
Moving to VIP status on Google’s guest list is all about Search Engine Optimization (SEO). Recognized as a valuable online strategy for businesses, SEO can feel like a foreign language that is constantly moving and changing. Its purpose is to help businesses and products be seen by community members, identifying relevant information to populate higher on the list of search results over competitors.
Private practice therapists are working hard to be discovered online in order to serve more people in their business yet the costs alone for SEO services can feel restrictive and intimidating. You don’t have to have it all figured out, this can be a place to start! Regardless if you are an SEO expert or novice, there are some great resources available to clarify marketing strategies that can otherwise feel lost in translation. I encourage you to research SEO companies out there and hire support when identifying how your business needs to grow.
Holding ever-evolving strategies and limitations in mind, I hope the ideas here can serve as a jumping off point in your own business journey with SEO, specifically focusing on what you can do with your professional website.*
Ready to find your name at the top of their list?
As the powerhouse search engine millions of people choose to use, Google’s pages represent the guest list that every business wants to be on.
Google makes its own rules. It sets its own algorithms and expectations for how it wants to feature the billions of data points and businesses found on the internet. Winning Google over is a strategy worth considering. So what is Google tracking in website design that you can use to your advantage to become part of the ‘in’ crowd?
Google wants to know that your website is active and up to date. Google doesn’t like websites that have been dormant for months, instead rewarding websites that have new information added or updated in a timely fashion. Here are some specific strategies that can help your website get one step closer to being on Google’s good side.*
Strategy #1 Update Videos and Pictures
Google loves videos and pictures listed on your website. They don’t even have to be professionally done. Consider creating and updating media monthly, adding something new or rotating out featured videos and photos to keep Google and potential visitors interested.
Pro Tip: Embed your videos on your website with links via YouTube and other video platforms to make changing up video content a five-second task!
Strategy #2 Have a Google Map and Business Listing
Google is the A-lister who holds all the meaningful connections remember? So give it something it likes in order to earn you an invite to rub elbows with other superstars—a Google Business Listing and Google Map location of your office! Create your listing with Google Business followed by creating a Google Map Link to embed within your website. This helps potential clients find you when searching your name or the name of your business online. You may have noticed that Google Business search results populate in the top right corner of the internet browser, including customer reviews, website link, and phone number associated with your business which can come in handy for people who want the at-a-glance view of what you do.
Pro Tip: Use this written tutorial to walk you through the steps of making your custom Google Map to then embed in your website.
Strategy #3 Post Blogs Regularly
In support of Google liking new content, consider writing a blog post at least once a month that is featured on your website. You can use your blog as a space for sharing new content and announcements about your business, distributing it on your social media for further exposure and visitor interest while encouraging them to click back to your website for more content.
Pro Tip: Use an eye-catching picture when sharing your blog post on social media, including the blog link on your post so they can easily find the full content on your website and check out more that you have to offer.
Strategy #4 The Contact Page is Necessary
Yes, I know we’ve all been spammed when listing our email or other contact info on our website. Some therapists have gone so far as to eliminate ways to contact them via their website for this reason. But to eliminate it or not feature a “contact us” page is something Google doesn’t like, meaning it could hurt your ranking as VIP when it comes to the SEO game. So consider a contact page with set form fields and a captcha if necessary, recognizing that Google is still happiest when having your business name, address, phone number, and email featured.
Pro Tip: List your address, phone and email in the footer of your website so it populates on every page a visitor views.
Strategy #5: Links to Other Websites
Google likes your connections. Consider having hyperlinks to other webpages and resources on your website, encouraging visitors to participate in further clicks and engagement on your site. The longer the visitor is on your site, the better. Which is probably why people spend so much time writing and re-writing content for their websites.
Pro Tip: When hyperlinking outside resources and referrals, be sure to change the settings so that each link opens in a new tab or window. You want to keep visitors on your page as long as possible, so a click that takes them completely away from your site isn’t recommended.
You did it! You are one step closer to being part of Google’s exclusive guest list! We looked at five strategies to improve your website’s performance with SEO to keep you and your business on Google’s radar. Next, you may want to consider hiring a professional to work on some elements that are a little more time consuming and complex, including:
· Attach keywords and tags to your website that fit your brand
· Complete coding on the back end of your website when using pictures or copy so Google can read it fully while limited errors
· List your business within other search engines to make you easier to find
SEO can be seen as ever-evolving, requiring commitment to be named a VIP on Google’s guest list. Give yourself some grace, connect with colleagues, and recognize it takes patience to tackle this learning curve! You can be successful at being seen!
*These are tips and tricks I’ve learned from various marketing and SEO professionals and are subject to change. They do not replace formal consultation with a professional and are for educational purposes only.