Category Archives: News

What the Twitter Fiasco Can Teach Us About Marketing and Search Engine Optimization

When business magnate Elon Musk offered to purchase Twitter in April 2022, many thought it was a late April Fool’s joke. Unfortunately, this was not the case. Several months and a brief lawsuit later, Musk is now the new owner of a social network—and also $44 billion poorer. 

Things seem to have gone downhill since then. Notable highlights include:

  • An advertiser exodus so severe that Twitter began offering up to $500,000 in free ad spend. (Wall Street Journal)
  • Twitter faces a lawsuit for unpaid rent for its San Francisco headquarters—and a second lawsuit for unpaid rent on an office in the UK. (CBC)
  • Twitter begins auctioning away office supplies, including designer furniture, keyboards and USB drives. (Gizmodo)
  • Reports emerge that employees have started bringing their own toilet paper to the office after Twitter cuts its janitorial services. (Insider)
  • Twitter attempts to implement paid verification, then quickly walks back the feature after a tide of fake accounts impersonating celebrities and businesses. (The Washington Post). 
  • Former employees target Elon Musk with a class-action lawsuit after mass layoffs allegedly trigger multiple labor rights violations. (CNN Business
  • Guinness World Records reports that Elon Musk has lost more money than any person in history, totaling $200 billion from November 2021 to January 2023. The previous record was for $58.6 billion. (NPR)

Suffice it to say, Musk’s reputation as a brilliant innovator and businessman has taken a considerable hit. Multiple articles have emerged, such as Is Elon Musk a Genius or an Idiot? 

For marketers and SEO specialists, there are several valuable lessons here:

  • If your organization’s leadership is active on social media, everything they say and do reflects directly on your own brand. Musk’s oft-inflammatory and nonsensical tweets haven’t just changed people’s opinion of him. As noted by The Verge, they’ve also caused damage to several of his other brands, including Tesla. 
  • A little self-awareness and accountability go a long way. Throughout this fiasco, Musk has staunchly refused to hold himself accountable for Twitter’s spectacular collapse. Instead, he’s blamed everyone else, such as his tendency to fire engineers who criticize him and Musk himself blaming activists groups for the site’s loss of advertising revenue
  • Authenticity is everything for today’s users and Musk’s tendency to allegedly misrepresent his companies, as per The Hill, casts aspersions on everything he says. 

At this point, it’s safe to say that both Twitter and Musk’s images may be similarly marred. Whether he pulls himself out of this or not,, the Twitter takeover will forever be etched in history as a playbook of what not to do when acquiring a social network—or using social media in general. 

laptop covered in post it notes

Why You Can’t Be an Effective SEO Professional Without Being a Skilled Researcher

Quick question: what skill is the most crucial indicator of success in search engine optimization? 

You might think it’s critical thinking, that you need an analytical mind and the capacity to parse and understand search analytics. You may think communication and social skills are key, as a good SEO professional needs to be able to not only communicate the results of their work, but also use that work to generate compelling content. Alternatively, you might point to the fact that, as an inherently technical pursuit, a skilled SEO professional needs to be tech-savvy. 

The above skills and characteristics are all important, but none of them constitute the true foundation of SEO. Even a powerful tool like SEMrush or AHrefs is functionally useless if you don’t know how to perform efficient, effective research. This is doubly true if you’re combining optimization with content creation. 

Without research skills, you can’t: 

  • Brainstorm new topic ideas. 
  • Assess how your competitors are performing and what they’re doing. 
  • Stay aware of ongoing trends and news in your industry. 
  • Determine the most effective keywords and keyword permutations for a particular topic. 
  • Identify opportunities and content gaps.
  • Gain an understanding of your audience. 

The good news is that you can very easily learn to be a better researcher; it just takes some practice and a bit of a mindset shift. The first piece of advice we’ll offer you is to learn to think outside the box. Consider leveraging something like a mind map alongside your keyword research tools to help identify keyword permutations you may have overlooked. 

Beyond that, we’ll refer to an excellent article on research skills published by online learning agency MasterClass, which offers the following advice: 

  • When researching, always start broad before diving into specifics. There’s nothing wrong with using basic, generic search terms to help you narrow your scope. Research is a step-by-step process and should be treated as such. 
  • Train yourself to identify a low-quality source. Red flags include thin content, spammy website practices, poor spelling/grammar, absurd or false claims, and a lack of knowledge and/or authority. 
  • Always verify your sources. This is particularly important if you’re making factual claims in your writing. 
  • Keep an open mind and understand that you probably don’t know everything about a topic. 
  • Find a way to organize your research results that makes sense to you. 

That’s basically all there is to it. Keep following the process above, and over time, you’ll start to find it easier and easier to carry out research. Eventually, it might even become something you do automatically, and you’ll have difficulty even remembering a time when you struggled to gather information.

magic ball with open book and string lights

Search Engine Optimization Is Not A Magic Bullet. You Need to Understand Its Limitations

We’ve all met at least one search engine optimization (SEO) snake oil salesman. You know the type. 

Grandiose and sweeping promises. Language bogged down with so much jargon it’s functionally meaningless. An endless barrage of gaslighting and cold opens. 

To hear these people talk, SEO is some sort of mystic art, and mastery means you’re guaranteed to dominate the search engine results page (SERP). 

Anyone who’s spent even a little time studying the craft knows this to be a blatant lie. SEO is valuable, indeed—it’s a powerful lead generation and marketing tool in the right hands. But it’s not some secret weapon, and it won’t allow you to seize control of Google’s algorithms. 

In order to leverage it effectively, you need to accept that—you need to understand the limitations of SEO.

It Can’t Save Low-Quality Content

All of Google’s most recent algorithm updates have been deployed with the goal of making the search engine better at recognizing whether content is valuable to the audience. Rather than operating exclusively on keyword matching, the search engine is increasingly focused on intent. It’s focused on understanding what the searcher wants and providing them with the content that best fulfills what they’re looking for. 

For this reason, if your content is poor quality, it doesn’t matter how much time you put into SEO. It’s not going to generate any meaningful returns. 

Google’s Algorithms Are Mercurial, at Best

Google releasing an algorithm that completely upsets our understanding of SEO and penalizes countless websites is very nearly an annual tradition at this point. It’s easy to forget that, regardless of how much effort we put into optimization, we’re ultimately at Google’s mercy. A single algorithm change could wipe out our progress. 

It Doesn’t Provide Immediate Returns

Unlike other paid promotion strategies, SEO is more of a slow burn. It rarely generates fast traffic or an instant return on investment. Instead, it’s more about gradually cultivating your website, building up a reputation and a rapport with high-quality content, and ensuring that content is seen by targeting the right keywords. 

It takes patience, in other words—and some people lack that patience. 

It Might Not Be A Secret Weapon, But SEO Is Still Valuable

We’d like to conclude with a bit of a disclaimer. We spent a lot of time today talking about the limitations and drawbacks of SEO. We are by no means trying to say that SEO isn’t worthwhile. 

Quite the opposite, in fact.

Even though it’s relatively slow and heavily relies on Google’s algorithms and inbound marketing content, an effective SEO strategy is ultimately a cornerstone of every successful business. It’s not a magic bullet or some holy grail of marketing. But it’s still more than worth exploring. 

sales analyticson screen of laptop

Determining Where SEO Fits Into Your Sales Funnel

A sales funnel—also known as a conversion funnel or a marketing funnel—is basically a visual representation of the different stages a prospect goes through before converting. Within the context of search engine optimization, converting could be anything from purchasing a product to signing up for a newsletter to simply accessing a specific page on your site. Most funnels consist of some version of the following stages: 

  • Awareness. People at this stage may or may not know about your company. This is where the majority of your prospects start and where most will likely remain. 
  • Interest. These prospects are intrigued but not necessarily hooked just yet. They’ve probably spent a bit of time on your website looking at what you have to offer. 
  • Consideration. People at this stage are doing their research into both your company and its competitors in an effort to decide who to choose. 
  • Decision. The tipping point. These prospects are on the verge of converting.
  • Conversion. The people at this stage have done what you wanted them to do, but you aren’t finished yet. Now you need to put time and effort into nurturing a relationship with those customers in order to keep them loyal—and maybe inspire them to tell their friends and colleagues about your business, too. 

But what does any of this have to do with SEO, exactly? 

A great deal, actually. For each page on your site—each keyword you choose—you need to think about what segment of the funnel you intend to target. A how-to guide, for instance, is likely targeted more toward the top of the funnel, people who may be interested in whatever you want to sell them but aren’t necessarily ready to commit to anything. 

Different stages of the funnel also require a slightly different keyword strategy, as noted by SEO expert Neil Patel

  • Top-of-funnel content typically involves long-tail keywords or questions that may lack the necessary traffic to appear in any keyword research software. Tools and sites like Answer the Public, Infinite Google Suggest, Quora, and Ubersuggest are invaluable at this stage.
  • People in the middle of the funnel are strongly considering making a purchase and likely researching different options. At this stage, you’re generally focusing on long-tail keywords, though understanding the questions people are asking about a particular topic is still incredibly important. 
  • People at the bottom of the funnel are one step away from converting. Keyword research is less important at this stage than understanding your audience’s intent. You need to ask what they want to know about your business and its products. What information will cause these prospects to tip over to customers? 

 So, to answer our initial question of where SEO fits into your business’s sales funnel? The simplest answer is everywhere. You can (and honestly should) optimize for every section of the funnel individually, ensuring that you can draw in, hook, and guide visitors toward a sale.

stylus held to laptop screen with analytics on it

Why Ignoring the User is the Biggest SEO Mistake You’ll Ever Make

There was a time when search engine optimization(SEO) was all about gaming the algorithm. A time when keyword density and backlinks were the exclusive determining factors in where one appeared on the search engine results page(SERP). But that was decades ago. 

Modern SEO is different. It’s less algorithm-focused and more user-focused. Keywords are still important, certainly—but not more important than creating relevant, high-quality content. 

The problem is that too many so-called SEO agencies ignore this shift. They obsess over pointless metrics like what percentage of a blog post consists of primary and secondary keywords. And in the process, they ignore content quality. 

When you load a piece up with keywords or obsess over the specifics of what someone is searching for, you’re creating content for algorithms rather than for human beings. That kind of content is very easy to recognize. It’s laden with unnatural language and awkward phrasing.

It’s packed with sentences that clearly exist solely to insert more keyword variations. 

This approach demonstrates a foundational misunderstanding of SEO. Every algorithm update Google has made for the past several years has been an effort to move away from this type of thinking. An effort to make the SERP about content that’s valuable and relevant to human beings rather than content that plays nice with robots.

We will be blunt. The days when you could outsmart Google to outrank your competition are gone. As noted by inbound marketing blog Rock Content, Google has been trying to tell us that for years, both directly and through content penalties. While the technical details are still important—and always will be—the needs of the user always come first. 

What that means is simple:

  • Prioritize the experience. Your site should load fast, be easy to navigate, and not contain any deceptive or underhanded content. 
  • Create for intent. For each piece of content on your site, ask what the user is looking for, and endeavor to provide that as concisely and effectively as possible. 
  • Focus on quality. Your goal should always be to create the highest-quality content possible, with everything else as a secondary concern. 
  • Privacy is key. In an era of legislation such as the GDPR, customer privacy is front-of-mind. Even if your business isn’t headquartered in Europe, you must always think about consent and transparency when dealing with user data.
  • Connect and engage. Modern marketing and SEO are ultimately about building relationships with your audience. Your inbound strategy should therefore be linked with social media, and your business should look for opportunities to interact with and personalize content for customers at every touchpoint in their journey. 

Ultimately, the User Comes First

Keyword stuffing. Link Farming. Deceptive and hidden content. These black hat tactics used to be tools in the arsenal of every SEO professional. 

Today that is no longer the case—if you obsess over technical SEO without thinking about the people on the other side of the screen, you can and will be penalized by the same algorithms you’re attempting to game. Need more info? Check out our previous thought-piece on our 5 Top Tips for SEO in 2022!

5 Crucial Tips for Search Engine Optimization in 2022

To say that search engine optimization (SEO) has changed a great deal over the past several years would be putting it lightly.  Today’s SEO landscape is nearly unrecognizable compared to what it looked like in 2018. And even now, it still continues to change. 

Here are a few tips to help you keep pace. 

Put the User Experience First

We’re just about rounding on the one-year anniversary of Google’s Core Web Vitals Update. Also known as the Google Page Experience Update, Core Web Vitals officially establish a website’s user experience as a ranking factor.  If you haven’t already started prioritizing things like interactivity, load time, and ease of use by now, it’s past time you do so. 

Because if you don’t, it’s not just your PageRank that’s going to suffer—your audience is going to ditch your website for a competitor that provides a better experience. 

hand shaking through laptop screen

Content is Still King

Fortunately, not everything has changed. Content is still the best tool in your marketing and SEO arsenal.  As long as you provide your audience with content that’s relevant and valuable to them, everything else will fall nicely into place. 

See, there’s a common thread in the majority of Google’s algorithm updates. Every single one is ultimately designed to make the search engine better at recognizing quality. The better your content, the more beneficial these updates will ultimately be for you. 

Rethink Audience Research and PPC Targeting

Arguably one of the biggest news stories of the past several years has involved Google’s decision to retire third-party tracking cookies from its Chrome browser. Unsurprisingly, this created a massive ripple effect in both advertising and SEO, effectively setting an end of life date for behavioral targeting. To replace behavioral advertising, Google is currently testing a new ad feature known as Topics, which consists of three broad components: 

  • A website or ad network’s topics/subjects
  • The topics a user is interested in, based on their browsing behavior
  • Alignment between user topics and website/network topics. 

Basically, it’s contextual advertising with a slightly different coat of paint. 

Now, it’s important to note that none of this is going to really come into effect until 2024, the current deadline for phasing out cookies.  Alongside Topics, Google is reportedly also testing multiple new Privacy Sandbox technologies. While much of these are still under wraps, it may be worthwhile to start assessing how you target content and research your customers now. 

Consider Exploring AI

Over the past few years, artificial intelligence has evolved in leaps and bounds. Many SEO tools now leverage a combination of AI, machine learning, and natural language processing to handle much of the backend work, from keyword research to topic suggestions. If done right, implementing them within your own organization could give you a considerable competitive edge. 

Empathy, Not Analytics

People are exhausted, and you can hardly blame them. The past several years have been some of the most emotionally trying in recent memory. What that means for you is that customers have less patience than ever for overly-salesly or irrelevant messaging. 

It also means that a little empathy can go a long way. Shape your content to be more conscientious, more focused on social responsibility, and more aware of your audience’s needs. 

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What is the Largest Contentful Paint?

Officially added as a ranking factor in 2021, Largest Contentful Paint (LCP) is one of Google’s Core Web Vitals — the metrics by which the search engine measures user experience. In LCP’s case, it measures how fast a page loads. This is done by analyzing the load time of the largest piece of content on the page 

Content types that LCP may measure include: 

  • Background images 
  • Video thumbnails
  • Images
  • Block-level HTML elements such as paragraphs 
  • Headers

How is LCP Measured?

There should be a section in your Search Console that allows you to generate a Core Web Vitals Report. This will provide a granular view of how each URL on your site performs based on historical user data. Each URL will receive a score of Poor, Needs Improvement, or Good. 

For LCP, these values are measured as follows: 

  • Good: 2.5 seconds or less
  • Needs Improvement: Between  2.6 seconds and four seconds. 
  • Poor: Greater than four seconds. 

Alternatively, you can use Google’s PageSpeed Insights tool, Chrome Lighthouse, or the AMP Page Experience Guide

How to Optimize for LCP

Load time has always been extremely important, even before Google officially started considering it a ranking signal. As noted by Google’s own support documentation, if a page’s load time increases from one to three seconds, the page’s bounce rate increases by 32%. Meanwhile, an increase from one to six seconds will see a 106% increase in bounce rate. 

What we’re saying here is that if you’ve been properly optimizing your website for performance, you shouldn’t need to do anything specific for LCP, as you’re already optimized. All the general advice and best practices from before still apply today. 

If you haven’t done much in the way of page performance or are simply curious if you’ve missed anything important, some areas of focus include: 

  • Reducing HTTP requests.
  • Minifying your JavaScript and CSS. 
  • Compressing and optimizing your images. 
  • Avoiding the use of resource-heavy content like video or hosting on external sites where possible. 
  • Enabling browser caching. 
  • Using a content delivery network or working with a host that leverages its own. 
  • If you’re using a platform like WordPress, eliminate any unnecessary or redundant plugins. 
  • Leveraging responsive web design, or else designing your site first and foremost for mobile devices. 

Google’s Core Web Vitals are neither new nor revolutionary. They aren’t going to change the way anyone searches, nor should they have any impact on how you optimize and design your site. Provided you’ve already been following the proper best practices, you’re likely safe just to keep proceeding as you have been.

And if you’ve been falling short in any way, let these new ranking signals serve as a wakeup call for you. 

Should You Bother With Facebook Advertising in the New Year?

Or is it Time to Move to Greener Pastures? 

Facebook has had a bit of a rough year. 

The Facebook Papers first released by The Wall Street Journal (and recently made public by Gizmodo) revealed a company crippled by its own success. An organization that had become far too bloated, struggling under a management structure completely unsuited for its size. A business defined by questionable business ethics and poor technology management. 

Just a day after The Facebook Papers were released, the social network suffered one of its worst outages in history, which CNBC reported may have cost upwards of $100 million

Prior to both of these incidents, Facebook has experienced a history of boycotts, privacy flubs, and controversies. The worst of these was arguably Cambridge Analytica, detailed in this report from Vox.  In the wake of this cornucopia of problems, the general sentiment around the platform for business users and regular consumers alike seems best summarized by the following statement: 

“I have no idea why I’m still here.”

 “Through all these stories, we’re fundamentally ignoring a basic tenet of why people aren’t using Facebook anymore,” Forbes contributor Paul Tassi wrote in 2019. “It’s just a very, very exhausting and irritating platform to consume and utilize…The entire site needs a massive overhaul, but if it hasn’t happened now, I’m not sure it ever will.” 

Tassi’s article may be written from a consumer perspective, but it could just as easily apply to advertising. Although the social network makes a big deal of the power and flexibility of its suite of business tools, they are just as cumbersome and frustrating as the core site. Especially if you try to leverage Facebook ads.

The business suite epitomizes feature bloat, its interface so crowded and clogged with information that one’s eyes glaze over simply looking upon it. The algorithm that determines whether or not an ad is acceptable is, per The Verge, just as broken as Facebook’s much-reviled community standards algorithm. Whether or not it accepts or rejects an ad is seemingly arbitrary — a toss of the dice that has led to a noticeable decline in ad quality over the past two years. 

So in light of all this, why are businesses still using Facebook? 

Unfortunately, because it still works (at least for now). Even though younger audiences are largely abandoning the platform, Statista reports that as of Q2 2021, there are still approximately 2.91 billion active monthly users. In other words, for now, your best bet may be to keep using it, despite all the frustration. 

At least until a replacement comes along and supplants it. Hey, it happened with Myspace.

3 Things to Remember About Seasonal Marketing

Most businesses are impacted by changing seasons. People are less likely to buy products such as sunscreen during winter, for instance. There likely won’t be much interest in Christmas during Spring. 

For some organizations, however, the seasons almost entirely dictate their profits, and ultimately their success or failure. Airlines and hotels, for instance, see a significant boost during vacation times, and many tourist agencies are suffering greatly as a result of the novel coronavirus. It’s important to understand where you fall on this scale.

Are there certain times of the year during which you experience a huge boom, whilst others are much slower? Or do you manage to bring in plenty of business year-round? Armed with this understanding, you should create a marketing strategy that capitalizes on the time of year, leveraging imagery that resonates with your audience and tapping into your busiest seasons. 

Understand Peak Seasons

How does your business ebb and flow over the course of a fiscal year? You’re the only one who can predict when your business will likely experience the greatest upturn in customers and profits, based both on your own experience and your organization’s history. The more accurately you can predict the peaks and valleys in subscriptions or sales, the better.

Going back to our example of an airline company, the most essential detail in seasonal airline marketing is not, as one might expect, the date of travel. It’s the date at which a customer begins planning and booking their trip. This means that you might almost paradoxically see yourself marketing for a winter boom back in the summer months. 

The best advice we can give here is to study the trends and look at other businesses in your industry. When do their peaks and valleys seem to occur? How do they time and plan their marketing efforts? When do they tend to offer sales and host giveaways? 

Get Creative

Especially if you’re operating a seasonal business, you’re likely facing stiff competition, particularly during peak operating season. Black Friday for retail is an excellent example of this in practice. If everyone is offering massive deals and discounts, how exactly does your brand distinguish itself? 

Say you’re operating a gym. Obviously, you want to capitalize on the annual wave of New Year’s resolutions to inspire new signups. What if, however, you went back a bit further and offered a two-for-one Black Friday exclusive set to start in the New Year? 

Ask anyone who’s tried to get in shape in the past, and they’ll tell you it’s much easier to commit to a fitness goal if you have a friend or companion to keep you accountable. It’s incredibly easy to get discouraged or bored once you’ve hit a plateau, but the knowledge that there’s someone else working towards their goals with you can be incredibly helpful. 

Again, our best advice here is to spend a bit of time looking at what your competitors have said and done during their peak seasons. Figure out a way that you can offer something either similar or better than them, and brainstorm some way that you can stand out in your marketing in the process. 

Never Stop Strategizing

You shouldn’t be thinking about new marketing strategies when you’re elbow-deep in your busiest season. Instead, you should be using downtime to plot out a comprehensive marketing strategy, then adjust it as needed based on current events.  Always have a plan, and always understand that every plan and strategy must be flexible enough to change with the times.

This applies to scheduled social posts just as it does your overall marketing strategy. You should never be treating your social feeds as a ‘fire and forget’ medium. Instead, you should regularly take the time to revisit and re-evaluate before each post goes live. 

Basically, use your downtime to plan things out, then adjust and adapt as you keep moving forward.

What You Need To Know About Marketing For a Healthcare Organization

With so much information freely available online, modern patients are more educated than they’ve ever been.  Many no longer feel the need to visit a hospital, urgent care center, or clinician’s office unless treatment or testing is necessary. Moreover, competition amongst healthcare organizations has never been higher, particularly with the rise of telehealth and digital care options.

With this in mind, it’s incredibly important that your organization has a properly-budgeted marketing plan. Even if you’re happy with your current patient volumes, you’ll need a strategy that helps you reach out to both new and returning patients. Success in this regard starts, as it often does, with outreach.

Evaluate The Patient Experience

First, consider why someone might switch their care provider – changes in services offered, relocation, wait times, or even a slightly negative experience. Ensure patients have plenty of ways to reach out to your clinic’s customer service representatives, including via phone, chat, and email. You may also want to consider commissioning a mobile application that allows patients to manage their care and putting automation in place that keeps people up-to-date about upcoming appointments.

You might even consider having your physicians directly reach out to their patients after an appointment.

Speaking of user experience, your website needs to be designed with it in mind as well. Many designers have a tendency to lean towards aesthetics over functionality. This is a mistake.

Your website needs to be both fast and intuitive, as it’s the first thing most potential new patients will see. It’s the face of your practice, a representation of what you can offer as a care provider. A site that’s optimized to load quickly across a wide range of devices and form factors is essential.

From your site, patients should be able to find information about your practice, location, hours of operation, and appointment booking.

Since Google focuses primarily on readable content and the user experience, it prioritizes sites optimized for mobile devices. 

Stay Consistent With Your Advertising

What sort of brand are you trying to build with your clinic? 

As with any business, there will be certain things that set you apart from your competition. Maybe it’s your luxurious offices, with padded armchairs and a quiet, spa-like ambiance. Maybe it’s that your professionals are focused on family-friendliness, and stock your clinic with plenty of toys for kids. Or maybe it’s simply that you always go the extra mile for your patients, treating them as valued friends first and clients second. 

Highlight your unique attributes. Your advertising should make it absolutely clear what services you offer and who can benefit, while also highlighting why someone might choose you over your competition.  For digital ads, make sure you’re targeting the right keywords, which can also be applied to your search engine optimization efforts. 

Although it’s a bit dated, this guide published by digital advertising specialist Wordstream provides a good overview of how you can research your pay-per-click keywords effectively.  Paid advertising can be blended with organic social marketing to extend your reach across multiple platforms, as well.  At a minimum, your firm should maintain a Facebook Business Page, which can be used for reviews, clinic updates, and informative, interactive posts. 

Look Into Search Engine Optimization

Speaking of SEO, figure out what patients looking for your clinic tend to search for. 

Generally speaking, local SEO is going to be your area of focus. Someone in Chicago, for instance, isn’t going to be looking for a dentist’s office in Wyoming. They’re going to be searching for a clinic located in their city or neighborhood. 

With that in mind, it’s important that you not only maintain a website but also set up a Google My Business listing. Provide patients with as much information as possible, including hours of operation, location, contact details, and photos of the clinic.  As for your website, a tool like Google Analytics, Moz, or Yoast can help you sort through the search terms that bring people to your website and target the most effective ones. 

Consider In-Office Automation

By providing visitors with a tablet at the office, you can allow them to not only manage their appointments and care, but also provide them with an opportunity to review the care they’ve received. Positive reviews can be used on your Google My Business or Facebook to bring in more patients. Poor scores, meanwhile, can be reviewed by medical team representatives as an opportunity to improve the care you offer.It is vital to follow up on these reviews, and also consider checking independent review sites like Yelp. Reputation management is a critical aspect of your marketing strategy. Not only can it turn a negative patient experience back towards the positive, but it can also be used as a means of improving both equipment and process.