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There is a paradigm shift happening in Google Search that can transform your marketing if you know how to take advantage of it.
Google learned a lesson from Amazon that is changing how local businesses are displayed in the search results. As always, some dentists will capitalize on this shift and other dentists will miss the opportunity.
The dentists that are taking advantage of this shift are experiencing an abundance of new patients.
Which side of the coin you land on is up to you… abundance or scarcity?
This is one time it’s not left to chance…
You get to choose.
Google learned that a consumer will make a buying decision with only a limited amount of information, as long as it is presented properly and includes all the key elements that Amazon uses in it’s a sales page.
- picture of the product & price
- “brief” description of the product
- “video” of the product
- listing of the technical specs of a product
- 5-star rating system with verified customer reviews
- a link to the seller's website (but very few people ever go there)
- all on a single page that is easy for people to scroll on a smartphone
Google discovered if you provide this information, few people will ever leave Google and actually click on the website link.
Google’s goal has always been to keep people coming back to Google to show them their Ads.
Google now displays your GMB (Google My Business) page following Amazon’s recipe, to allow a prospect to make a decision without ever needing to go to your website.
After 5 years of testing, adapting to what the data shows, Google is focusing all it’s local search efforts around GMB.
The bottom line: if you are a dentist who is using your website as the core of your online marketing effort, you have your ladder leaning against the wrong building.
Here’s why.
These are the stats of a Michigan dentist.
The total number of searches their GMB was displayed in the last three months where someone was looking for a dentist in their area was 11, 515.
The total time someone took an action on their GMB listing was 1,250 times or 10.9% as illustrated below.
The number who visited their website was 328 or 26.24%. In other words 73.76% of the time they never went to their website.
We have found that only 25% - 35% of the people that look for a dentist actually visit a dentists website, and 65% - 75% get all the information they need to make a decision from your GMB listing.
We offer a checklist of the 12 critical elements you need to audit in your current GMB listing. Failure in any one of these elements will hurt your rankings on Google.
Click the link below to download the GMB Audit Checklist.
If you want to take advantage of this paradigm shift and get into the GMB 3 Pack, schedule a FREE GMB listing assessment call with us.
GMB is like pulling a tooth. You can do it yourself and endure the pain, or you can go to a dentist who specializes in dental problems and have it removed without all the pain.
I would love to hear how this paradigm shift by Google has affected your dental practice. Please share in the comment section below.
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