SEO is narrower than ever. How can you still move into your competitors’ areas? Here’s how.
SEO is narrower than ever. How can you still move into your competitors’ areas? Here’s how.
We were just getting comfortable after Google’s back-to-back core updates since August, when BAM! There’s another announced for November.
Each year, Google changes a lot; and lately, the changes are getting bigger and more ambiguous. On the surface, things look largely the same as the did over the past few years. But underneath, Google’s algorithm is almost unrecognisable from what it was in only 2016.
But why does it matter? People still go to google to search for dental practices just like they did in 2016 and because you’re a Dental Design client, there you are!
Why this matters is that whilst we can combat many algorithm updates, we can’t fight all of them. For instance, Google’s got much better at determining location-based targeting in Local SEO.
So, if you’re in Newport but want to target clients in Cardiff, that just go a lot harder.
Why is it now harder?
Well, now it’s easier for Google to tell where your practice is. So even though an SEO may optimise your site perfectly well for Cardiff, Google may see through the charade and put someone else who is actually in Cardiff top spot.
We know, it’s terrible news. Targeting neighbouring locations was a fantastic way to cast a wider net and target a larger audience. This is a strategy that’s still working well for some, but not so well for others.
So how do you combat this?
There’s only one tried-and-tested strategy to work around this: PPC campaigns.
Whilst it’s not quite the same having to pay for it, PPC campaigns give us far greater control over who sees your marketing.
So, you want to target that affluent area near you that’s just out of reach of our SEO efforts? There’s an Ad campaign for that.
Whilst successful ad performance does take longer than some people would have you believe, it certainly won’t take as long as appeasing Google’s organic algorithm over the next 6 months.
Is it worth it?
Let’s stick with our Newport & Cardiff scenario. Fortunately, Cardiff is only 25 minutes drive from Newport – in most cases, this is the maximum that we’d recommend. So, if an offer is attractive enough, potential clients will make the drive.
Here’s what the search volume for Cardiff vs Newport looks like for popular dentistry terms.
If this hypothetical Newport dental practice ranks 1st for “dentist Newport”, the maximum number of clicks they can hope for is around 210. And that’s before roughly 30% of those click on Ads, and then another 25-35% click on other results further down the page or leave and type something else in.
Choosing to advertise in a neighbouring area turns on the megaphone and delivers your message to a far greater number of prospects.
If you’re in Newport, great! Chances are though, you’re not and you may want to know what people are searching for next door. Don’t worry, we’re happy to help with that.
Will it affect my current SEO targeting?
Nope. The great thing about PPC is that we can operate it in a vacuum away from your website.
That way, your dental practice in Newport is still optimised for Newport and sits pretty in the rankings there. But your ads, they target Cardiff.
If you have a great offer, people will come far and wide for it. Google’s organic limitations on your reach shouldn’t stand in the way of getting that message in front of more potential clients.
What does a PPC campaign look like?
Well, first of all, included in our PPC package is a brand-new shiny landing page. This is one of the ways we avoid any SEO and PPC crossover.
This new page is conversion-rate optimised to maximise the impact of your campaign, but it also has a handy secondary benefit. Have you been toying with the idea of a new website? Well, starting a PPC campaign gives you the opportunity to see what a new page on your website may look like at a fraction of the cost.
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