“Your blog should be on your website domain, not a separate domain.”
“Metatag descriptions are vital to Google Rankings.”
If you’ve heard any of these pieces of advice, you’ve been misled. They are false! That’s not my opinion, it’s fact based on information Google has published and research generated by my team and other marketing companies.
Internet marketing is a different breed of business. Because the web is relatively new (relevant to the history of advertising), and evolving quickly, even the experts are constantly learning and changing their tactics. Today’s experts must constantly study and learn and change to remain an expert tomorrow!
To someone who knows nothing about building and marketing websites and blogs, the advice of a seasoned a friend or neighbor, or a trusted dental consultant, can seem wise. However, unless the advice is backed by proof, it’s opinion, not fact. The same is true in medicine. Some opinions are accurate, others are far from fact (bloodletting, for instance!). We are still in the infancy of Internet marketing. For dentists to gain new patients from a website and blog, evidence-based Internet marketing will reduce the potential for failure, and, obviously, increase the potential for success.
For instance, by reading Google’s announcements regarding their algorithms and which factors are most important for a website or blog to rank high, we know exactly what Google wants – instead of relying on what’s worked thus far. You should know, Google does NOT publish a guide that outlines search engine optimization.
But what works is also important. Keeping up with Google Analytics, and ranking research (the position a domain comes up for particular keywords), then comparing metrics as various strategies are implemented, can effectively produce solid information on the most effective tactics. This, too, is evidence-based Internet marketing, though the information comes from research, rather than directly form Google. However, the way we do our research is evolving now, too! Google recently began implementing unique user data to produce search results. Now, if YOU search for a keyword phrase, and I search for the same phrase (even for the same location), we will get DIFFERENT results!
When you seek advice about the effectiveness of a dental blog or website, turn to experts who back up their knowledge and opinions with evidence. Ask questions! If you don’t feel like the answers you receive are evidence-based, ask someone else.
You can always call MDPM with your Internet marketing questions. We have research showing that our blogs work. They land dentists new patients, and that’s the purpose behind all marketing, isn’t it?