Search engines are a great way to find information on the internet. You type in some words and hit ‘enter’, then hopefully find what you’re looking for in the SERPS (Search Engine Results Pages). The most popular search engine is Google, who have a huge global market share of around 85% to 90%. The name Google has become synonymous with general internet search and its even become a verb in its own right.
Here’s a quick video on how search engines work by Google’s Matt Cutts:
As a website owner you want your site to be top of search engines like Google for the search terms or keywords that best describe your products or services. As a professional therapist you ideally want to appear at the top of the search engine results pages for the keywords that will bring you paying clients – and lots of them. This can take a little bit of work, and that work is known as Search Engine Marketing (SEM).
Search Engine Marketing (SEM) is the umbrella term which includes the following:
- SEO (Search Engine Optimization)
- PPC (Pay-per-Click Advertising)
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) is the process of improving the visibility of a website in the “organic” or “natural” search engine listings. There are huge numbers of so-called “SEO Experts” and companies that provide SEO services, many of which prey on the naivety of website owners and offer false promises with potential harmful results – yes, if done incorrectly your website can be penalized or even removed from the SERPS all together.
All our websites are built with SEO firmly in mind. Many people think SEO is something you do after building a website, but it’s much more than that. The design and architecture of a website is fundamental and all our websites are SEO friendly because we don’t treat SEO as an afterthought – it’s part of the building process. We fine-tune all the websites we build so that search engines love your site as much as your visitors.
However, there’s much more to SEO which is why we also offer additional SEO services to our members. If you’re serious about increasing your rankings and wish to attract as many clients as possible then be sure to take a look at what we have to offer. We provide an honest and very affordable service that will have a positive impact on your search engine rankings and won’t put your site at risk. Take advantage of our SEO expertise today!
Pay-per-Click Advertising (PPC)
If SEO represents “organic search” then PPC represents “paid search”. The most well known PPC provider is Google AdWords. If you’ve used Google before then you’ll have probably noticed the paid adverts that appear above and to the side of the organic search results. Adverts can also appear outside of the search results because Google also allows websites to serve relevant adverts to their visitors. This means you can quickly get visitors to your website by utilizing a PPC campaign. The one downside is you have to pay – which is why it’s called Pay-per-Click – you pay each time your advert is clicked.
Why pay for visitors when you can get them for free? Sure, getting visitors for free is obviously better, but there’s nothing wrong with paying for additional visitors who are looking for your services – if it’s profitable. Remember, it’s not always easy to appear at the top of the organic search results, particularly for newer websites. Many established websites use both SEO and PPC as part of an overall Search Engine Marketing (SEM) campaign.
We highly recommend Google AdWords for therapy professionals and we offer a management service. A poorly conceived PPC campaign can be extremely costly, so we do our best to minimise any waste and only generate leads that turn into results. Our service includes setup and optimization of your campaigns in addition to ongoing management. We also ensure we track your campaigns using analytics – so we can measure your advertising return-on-investment.