Getting on Google’s Guest List: SEO Strategies to Be Better Seen

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.

Brand Basics: Three Foundational Elements When Branding Your Business

Let’s keep it simple. As a therapist, YOU are your brand. That’s right, people are looking at your website, social media, and any other material they can find, trying to decide if you are relatable, competent, friendly, and approachable. They are making a snap judgement not by your credentials but by what you say you work with, and how you look, dress, and sound (if you have videos). It’s important to keep this in mind when growing your business. There are several elements of brand to consider when starting or strengthening your practice so let’s take a look at them here.

1.     Select the Name of your Business

Step 1: Identify Words that Describe You and What You Do

For many of us starting out, we get stuck on the initial piece of building a business—the name! What name will capture what you do? Who you are? The people you serve? Consider asking for key words from colleagues or current clients about how they would describe working with you. Remember that you are your brand. Therefore whatever key words they share could be a starting place for finding the name of your business.

Step 2: Focus on Future Thinking 

Also consider if you would expand or add additional services in the future of your business. You might be considering online coursework, writing a book, or adding other providers to your practice. By thinking ahead, you can avoid some of the challenges that come with having a brand or name that doesn’t capture how your business has evolved. Challenges that some colleagues have shared as 1) naming their business their first and last name, but then wanting to bring on other therapists as a group practice and 2) wishing they’d kept the business name more broad to cover other services such as ABC Counseling vs. ABC Therapeutic Services to allow visitation, case management, etc. to be added as they grew.

Step 3: Recognize Identity Confusion and Trademarks

Yes, I’ve saved the scariest for last when it comes to naming your business. Not everyone is well versed in the rules of Intellectual Property and trademarks. Start with a general search of the name you are wanting to use via Google. Does it already exist as an established company similar to yours? Next, visit the trademarks database and do a search. If someone owns the name already, you can’t use it. If you do, you’re asking for legal action around trademark infringement and a possible lawsuit. Third, visit your state’s small business site to do a search of business names registered there. Are there other companies in your state with a similar name? Would you be confused with their business, making it difficult for potential clients, customers, and Google to find you? 

As you can imagine, this is an overwhelming first step in creating a business. You may want to consult an IP attorney for further in-depth research on the name you are considering. 

One last tip? Consider making up a name or word that doesn’t yet exist! Or spelling something uniquely. It simplifies concerns of trademark infringement and copyright and could make your business easier to find in being unique when put in a google search!

2.     Build Your Brand

Congrats, you’ve successfully navigated through the name selection process! Now it’s time to build your brand with a Brand Book and logo. Were you aware of Brand Books before this blog? I didn’t know what they were until marketing and graphic design experts gave me an education. A Brand Book identifies elements of your brand including:

·      Colors

·      Fonts

·      Placement of logos on materials

·      Tone of voice

·      And more!

Why is this important? Because if you expand and/or hire marketing and social media support, for example, it will be important that they stay on-brand when creating new content for you in order to embody the essence of your business. Look at this from the lens of big businesses. Let’s take Target for example. Target uses specific fonts in their marketing. They have a particular shade of red that is recognized with their bullseye logo. And every time they release an advertisement, there is placement and tone of voice to consider. They don’t deviate from these recognizable elements of their brand. 

So in exploring what your Brand Book would include, you may start with a logo. There are affordable options for unique logo creation with freelancers through Fivver and Upwork.com. You can also hire a larger company that will do research as well as create the design, ensuring your logo isn’t too similar to other entities out there to support your unique presence in the world of business.

3.     Invest in First Impressions

You’ve created your brand foundation with a recognizable name and logo. Now it’s time to make a quality first impression on potential clients! First impressions include your website and YOU. Therefore it’s suggested that you invest in professional photos that can be used throughout your marketing strategy, including your website and social media presence. Consider photos of you speaking, moving, learning, and with props. Create photos that highlight what you do and what you offer within your business. Most importantly, invest in photos that capture your essence! 

Essence can also explain why video is becoming more popular in marketing. Consider investing in a professional video of you and your business. There are some amazing companies out there that make it an enjoyable and rewarding experience, leaving you with a quality video to post on your website and social media as you see fit.

You did it! You’ve navigated the three foundational elements of creating your brand! Once you have these three items crossed off, it becomes easier to build your brand presence within your community. Knowing that there are a ton of resources out there but I’m asked frequently who I’ve used and valued, I’ll leave you with some local professionals that have been helpful to the building of my three businesses here in Denver, CO for your consideration.*

Colorado Resources*

Photos of You and Your Brand: Jessica Christie Photography, Denver, CO https://jessicanchristie.com

Printed Marketing Materials including flyers and business cards: Smudge Pot Creative, Arvada, CO http://www.smudgepotcreative.com

Website Design with SEO Elements: Liv’N Design, Boulder, CO http://www.livndesign.com

Intellectual Property Consultation: Berg Hill Greenleaf Ruscitti Law Firm, Denver, CO https://bhgrlaw.com

*I do not receive incentives for naming these businesses and they do not represent an exhaustive list of professionals in Colorado. Please research and select your services independently and accordingly.

5 Things to Know Before Creating an App in Private Practice

Cell phones, tablets, laptops, oh my! Technology is providing us with new tools and a media presence that can jump-start a private practice! It can be both exhilarating and intimidating. Luckily there are supports out there for those who want to explore the benefits of media in their marketing and branding. Consider media experts who support mental health professionals, such at FYLMIT.com, which provides professional marketing videos to therapists around the country in support of growing practices and facilitates a connection between the therapist and a potential client.

If you are in a place of wanting to explore secondary income within your private practice, consider developing an app that could support your clients or community. The following tips and helpful hints can help you feel prepared for navigating the journey into technology of creating an interactive app!

Know how to select the best developer

Have a clear vision about what you are trying to accomplish by developing an app. Create a written, detailed plan and place it on a freelance site such as upwork.com to receive proposals from interested parties. Review proposals from freelance web developers and computer programmers and explore their ratings on the site, including response time to inquiries, availability to take on a new project, and references from former clients. Lastly, don’t hesitate to interview your top choices to get a sense of their communication skills and strengths as you will be communicating a lot with them should they join you on this project!

Know your budget

The costs of an app can be broken down into start-up costs and ongoing costs to maintain the app once it’s live. Depending on the complexity and components of your desired app, expect a quote from a web developer between $4,000-$20,000 to create it. Consider the ongoing costs of maintaining, updating, and structuring the app features to support your desired audience. In addition, explore each web developer’s payment plan to determine if they invoice for the work completed, expect a certain amount at the beginning of the project, and/or are willing to develop a payment plan with you.

Know your audience

Who are your desired users and how can you reach them? If your app utilizes several internet sources, perhaps it the best fit to develop a web app that requires internet connection and is built on a web browser. Or maybe your desired audience is accessing your app more on their phone where a mobile operating system first builds the app which is then pre-installed on their phone through an app store. Identify how your desired audience will find and use this app and select the option that gives them the greatest access. Also remember to think long-term about costs of maintaining or updating the app and how updates can be built into the app program to keep your audience engaged.

Know the legal implications

Engaging clients or community partners through an app can have it’s challenges. Be sure to consult with a legal representative on confidentiality and client identifiers. You may be advised to develop and use liability disclaimers to not assume responsibility for misuse of your app by those who use it. Explore intellectual property law with a free consultation by a trusted legal source to determine if trademarking, copywriting, or patent are appropriate options for content of your app. Finally, don’t forget to also consider having your web developer sign a non-disclosure agreement (NDA) to protect the content you create from being shared or sold to a third party.

Know what sets your app apart

Your app is in production, now it’s time to determine how to market it. Researching apps that others use in our field can assist in determining the value of offering your app as free, having a one-time fee, or ongoing costs to a user that are justified as improvements or additional features as part of an upgrade. Consider the audience interest of your app by exploring if there are similar apps out there in use. Know your competitors and explore what would encourage a user to select your app over the competition, such as a streamlined, more user-friendly interface or affordable price.

Finally, your app is ready to go live! Working with the tips above, you will have invested in a piece of your business that reaches new audiences beyond your private practice and an interactive component of technology that can have a lasting impact! To learn more about our personal experience in creating an app, check out our guest podcast with The Private Practice Startup here.