Many SEO agencies tell dentists that their websites need continuous adjustments to implement the latest algorithm updates from Google. Since Google issues updates frequently, they claim that dentists need to employ SEO marketers on a monthly basis to implement all these updates. Continuous implementation of Google’s changes is a major selling point for marketers pushing monthly SEO plans. Dentists are made to believe that if they don’t implement all these updates, their websites will either disappear from search or get lower rankings than their competition. Monthly SEO has become a costly rat race for dentists and a good stream of revenue for marketers. But are these updates really a good reason to sign up for monthly SEO?
Indeed, Google periodically releases updates to its algorithm. But despite what many SEO marketers may tell you, your website doesn’t need constant tweaking to comply with Google’s changes. Most of these updates are small in-house adjustments that don’t affect websites on a large scale. Other Google updates may have only a short-term impact which usually resolves in the long term. There are some updates that are large and significant, but it’s important to remember that Google’s primary goal is to serve relevant content to its users. Therefore, most Google updates are aimed at rewarding good, relevant websites and penalizing poorly built, low-quality ones. So if you have a website that has high-quality relevant content and implements industry-standard best practices of SEO and web design, most Google updates will likely not affect your website in a negative way. That’s the kind of websites that we strive to build for our clients.
Of course, best practices and latest technologies in the web industry change and evolve, but these changes don’t happen monthly or even yearly. Significant web technology changes (such as responsive design, CSS3 or accessibility standards) usually appear and evolve over the course of a few years. As far as SEO, the main principles of SEO on which Google evaluates your website – high-quality code, usable design and functionality, relevant content – have always remained the same. The WordPress platform that we use to build our websites promptly releases updates to its code and we are always around to help implement any major web technology changes when needed. Regarding the content, we can write custom content for your website, and I suggest that going forward, you maintain a blog and periodically add content to your blog and website. You can do that yourself or hire a professional copywriter. While occasional SEO work may be necessary, I believe that quality content development will be a more effective ongoing investment than tweaking your website every month for minor Google updates.
So, should you worry about every single algorithm update? No, not really. Just make your site awesome for your patients and let Google figure out how to rank it. That is what the past decades of Google algorithm updates have taught us.
Getting bogged down on any specific algorithm update or ranking factor is not a good idea and can distract you from your business goals. Focus on making sure your site has accurate content and links to trusted and quality web sites. Make sure you have a high patient conversion rate and that people share your content. You should want users to engage with your site and not bounce off to your competitors.
Eventually, it’s best to reduce your reliance on Google altogether. Take every patient Google sends you and turn them into a keeper with exceptional face-to-face human experiences. As a local business, find ways to lessen your reliance on Google by developing real-world local community and loyalty.