Dentists on the Cutting Edge
Dentists on the Cutting Edge
I discuss Cutting Edge dental SEO marketing techniques and provide tips for dentists to help improve their practices. Here I focus mainly on sharing things that dentists can do on their own if they're inclined to dig in. Comments welcome.
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ChrisScott
ChrisScott

Top SEO Tips For Dentists #3 - Google Analytics & SEO

Top SEO Tips For Dentists #3 - Google Analytics & SEO

6/21/2019 8:40:44 AM   |   Comments: 0   |   Views: 72
Google Analytics & SEO

Google Analytics and SEO go hand in hand. GA is the standard for analyzing user behavior on your website. By adding a small piece of code to your website you can discover how users found your site, what pages are the most visited and more. Google provides this service free of charge.

One of the first things I ask a new client for is access to their Google Analytics account so I can take a deep look at all the data and see what is going on.  Often, the response I get is “I’m not sure if I have that” or “I think so”.

As a dental practice owner you should at the very least know how many people use your website each day. Google Analytics is the easiest way to track activity and see reports about the success or failure of your website and digital marketing efforts.

Google Analytics is connected to your Google account. It is possible that your website provider has their GA code on your website. If this is the case then ask them to add your Google account email to the platform as an administrator so you have full access to all the data.

Once you have access you can see detailed reporting on your website traffic including insights like time spent on the site, bounce rate and more. There is also a nifty Google Analytics app available for Android and iOS. It’s free.

If your practice website is not using Google Analytics then signup right away. Have your web team add the code to your website. This way you can see your data.

My favorite GA section is the “real time” feature where you can see users enter and browse your site in real time.

 
Share data with Google

When you set up Google Analytics they’ll ask if you would like to share your data with Google. Make sure you select yes on all of them. If your account is already set up then navigate to the Account Settings area to make sure you’re sharing your data. Details and benefits of sharing your Analytics data with Google can be found here. This gives Google tremendous insights into your website audience and their behavior. That’s something you definitely want as Google will know what your popular pages are etc. and will refine search results based on this activity.


Top SEO Tips For Dentists #3 - Google Analytics & SEO

Screenshot of data sharing settings in Google Analytics.

Achieve Sitelinks

The links shown below some of Google’s search results, called sitelinks, are meant to help users navigate your site. Google analyzes the link structure of your site to find shortcuts that will save users time and allow them to quickly find the information they’re looking for. Sitelinks are often shown in Google results when users search for your practice name or similar. When sitelinks are displayed it is common to also have a “featured result” on the right side of the page displaying your Google My Business information and map.

Only Google knows the recipe for achieving sitelinks but I can confidently say that it’s a mix of several things. These include using Google Analytics, sharing data with Google, good website architecture and quality search engine optimized content. Time is also a factor as Google needs time to analyze the behavior of your website users.

Sitelinks can have descriptions attached to them as seen below or can be short quick links just under your main description area.

Google is a very unique website as they often measure their success by how fast they can get you off of their site. They measure this in milliseconds.

Search for your practice name in Google. Do you see sitelinks that provide your target patients with a selection of popular web pages and procedures? If not, then your website architecture may be bad or you haven’t had enough traffic on your website for Google to analyze.


Top SEO Tips For Dentists #3 - Google Analytics & SEO

Example of sitelinks in Google search results.

Tracking URLs

Google also provides a tool that allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics. It’s called the Campaign URL Builder. You can attach parameters to any link to your site to laser focus your tracking for different marketing campaigns and sources of referrals to your dental practice website.

For instance, you could use a unique link provided by the tool to place on your AAID profile page (see graphic below). This way you can track exactly how many people your profile on AAID is sending you. This tool also works great for measuring the performance of different marketing campaigns such as Facebook Ads and more. Google Ads automatically places these on your links.

If you get into the practice of using campaign URLs for all your incoming website links your Google Analytics referral data will be improved. These can be attached to specific goals.

For instance, imagine someone is researching dental implants on the AAID site and then searches for a credentialed dentist in their area via the AAID “Find an implants expert” tool. They find your profile and click your link. They browse your website and then fill out a request for consultation form. The whole process is tracked (see Tracking #8 blog coming soon) and the AAID link can be credited with sending you the new dental implants case.

Tracking URL’s are an important tool for dental marketing companies that allows us to easily track the success of our different marketing campaigns.


Top SEO Tips For Dentists #3 - Google Analytics & SEO

Example of a link created in Campaign URL Builder.

Find my full article here. Learn more about our SEO Services for Dentists

Continue reading my next DT blog post: SEO Tips for Dentists #4 - Google My Business Optimization

Cheers,
Christopher Scott
Dental SEO Marketing Expert
Address: 140 S Spriggs Blvd, Bloomington, IN 47403 
Phone: (317) 999-7733
Web: cuttingedge.marketing
Category: Marketing
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