What does Google’s “fresh factor” mean to my dental SEO?
Moz recently released a great article about what the writer termed Google’s fresh factor – its tendency to prioritize newer content in SERPs. What does this mean for your dental clinic’s SEO?
It could mean a lot, especially as the fresh factor promises to become even more important in 2017. But basically, here’s what you have to do: simply “stay fresh.”
You stay fresh by frequently updating all of your internet properties with new content – do this every single day if possible. If that seems like too much to keep up along with the regular duties of running a dental clinic, it may be time to hire an outside marketer.
You need to also be sure that all of the new content you’re producing is high-quality – for social media, this is easy, as the text content you’re creating will often be very short (and you may “produce” content by sharing relevant content from other users), but with blogs and similar properties it can be challenging to create something informative and fully search engine optimized frequently.
However, low-quality content will drive Google and the other search engine giants (and also your customers!) away from your site and other properties – which means your dental practice is going to lose money.
To continually improve your dental SEO, you’ll have to make sure the content is relevant as well as fresh.
There is one other implication of Google’s “fresh factor” that may impact your SEO (and your dental clinic’s bottom line) – the importance of getting your clinic into the news media.
To do this, you’ll need to create press releases (also called PRs) and use them to try to get either an internet news service or a local news service to write an article about your business. These PRs have to follow a very strict format and provide truly newsworthy information, so they’re a lot of work – but they can also give your SEO a quick boost when it’s needed, and also build trust in your customer base.
In fact, using targeted press releases is one of our company’s major ways of improving your SEO so quickly – they provide a quick boost to put you at the top of Google’s and its competitors’ SERPs while we do more advanced behind the scenes work to keep you there.
With the proper training and resources, you can also create press releases for your dental practice and use them to boost your dental SEO.
This is important to the “fresh factor” because those news items will often be the newest, most prioritized content related to dentistry in your area – especially if you’re focusing hard on local SEO. This means that they’re likely to hang near the top of SERPs for a while – giving your business a boost over the competition (both local and global) for the entire time.