Googles lovin’ fresh content
Don’t worry; we are still keeping it clean here at Dental Design. This blog is about how 
clean, unique, user friendly, fresh content is getting the Google bots heart racing and thus rewarding dental sites with improved rankings.
We are always asking our dental practices to let us have any fresh updates, new treatments, price changes, or any practice news updates to add to their site, as this revelation is nothing new. However it appears, with increasing evidence, that within the industry the last year has seen a distinct increase in Google displaying hyper-fresh content in SERPS.
Studies into the search term ‘Shakespeare plays’ by Moz’ Rand Fishkin, supports this feeling across the SEO world. This search term a few years ago was stagnant with not much movement across the first page and beyond. Now it seems in the last few months, there appears to be more ‘freshness’. The results are now showing sites that are more recently published, even if they don’t have as many links, or fall short on keyword targeting. The addition of news result in the SERPS and Authorship mark-up seems to have shaken things up within the SERPS.
Whilst it is easy to get carried away with every new discovery in how Google is ranking in order to gain quick wins in SEO, there is evidence that this preferential treatment for sites with fresh content is here to stay. Having said that, we at Dental Design are always cautious to follow blindly, and believe in the cornerstones of SEO and site health as a long-term strategy. Rather we think of this news as adding another string to our SEO bows and continue to work with our dentists to encourage great content.
We have experienced new site designs, with new domains hit the ground running, and are constantly following industry news to ascertain what’s working and what’s not.
So in this light, here are some basic content updates we hope to encourage all our sites to include:
1) Staff updates
It’s great to have staff information/ bio’s on a site. It humanises the practice, which is particularly great for nervous patients. Here you can maintain constant fresh news, as people’s lives and situations are always evolving. Recent updated qualifications, and out of work interests can be updated here.
2) Social Media feeds
If you are using Twitter or Facebook to any extent, having it feed onto your site, will count as continual updated content, as well as integrating your online marketing.
3) Blogging
Updating your blog regularly gives fresh content signals to the search engines. Your blog can include information about recent courses, lectures, your thoughts on new treatments available in the industry, or your take on dental procedures in general.
4) Practice News
If blogging or social media is not your bag, than consider a practice news page to at least update at regular intervals. It’s a great way to engage patients, get them visiting the site and educate.
5) New Treatments
When considering a new treatment, think about your site at the very beginning of the process. Even if you don’t have the information finalised just yet. You can update the news page, with a feature of ‘what’s coming soon’. This freshens the page up and starts signalling to the search engines what you are about to want to start ranking for, giving you a head start when the new fancy page is eventually created.
For more advice on how to freshen up your content call Dental Design on 01202 677277.
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