After seeing the back of 2020 (thank goodness for that!) and entering the new year, there is no better time to step back and evaluate your SEO campaigns. As of May 2021, we are expecting Google to introduce “page experience signals” as a ranking factor. The page experience refers to the way visitors interact with pages on your website. It is determined by a number of signals ranging from mobile-friendliness, safe browsing, to HTTPS, These were already ranking factors previously, but it looks like they are going to be more incorporated and work within the “page experience” framework.
Here at Dental Design, as part of our online marketing packages, we’ll be having a look for any quick wins and identifying the bigger issues that should be addressed as a result of this algorithm update.
1. Google Search Console review
Google Search Console is a very powerful platform for your website but it is often neglected. It can be one of the best sources of information for identifying any ‘page experience’ issues to be fixed. Working through Search Console’s navigation, look for any errors or warnings. The main areas to review include:
While the above is not a comprehensive site audit, it provides an action list of easy-to-implement, quick wins which you can get to work on right away.
2. Content gap analysis
Content Gap Analysis is the process of evaluating existing content on your website and identifying “gaps” in that content to improve upon. You can start by analysing your most important treatments and compare your content with your competition. Type in ‘Dental Implants + location’ and take a look at the sites that rank on the first page, and ask yourself the following questions: What type of content ranks the best? Does it include videos/before and afters/FAQ sections/Patient reviews? How fresh is the content? You can learn from this research and improve your own copy accordingly.
This holds importance on 2 fronts:
4. Mobile experience
Many sites offer strong mobile experiences these days, but there is still room for improvement in terms of usability.
In conjunction with mobile usability errors in Google Search Console, there is value in reviewing your mobile site and ensuring it delivers as strongly as possible. It is important to review your site with the eyes of a consumer and check for any pain points, including:
This blog goes into more detail of the importance of the mobile experience, particularly Responsive Design https://dental-design.marketing/responsive-web-design-no-longer-an-option-its-a-necessity/
So, those are 4 key areas to address as a result of the upcoming algorithm change, but your SEO work shouldn’t stop there. Google is likely to release other updates in 2021, it will be just as important to keep on top of them, and adjust your SEO work accordingly.