What’s In Your Dental SEO Report?

QUARTERLY SEO REPORT

Every three months design4dentists will send you an SEO report about your website. That’s because we want to know how your dental practice website is performing and I’m sure you do too. The report will contain lots of key metrics which include numbers, tables, and charts as well as plenty of technical jargon… and you’ll probably have no idea what these mean.

But please don’t fret, let me tell you what they are as it really isn’t that complicated.

GOOGLE ANALYTICS: OVERVIEW

In your dental SEO report, there are five areas we regularly monitor. The first set of figures are extracted from Google Analytics. These numbers display a general overview of visitors landing on your website, the average pages viewed per visitor, and the average length of time visitors spend browsing through your website. The percentages beside each statistic are comparing figures from the previous three months. These are either in green boxes to highlight positive differences or red boxes for negative differences (see image below).

The bounce rate can fluctuate quite dramatically depending on the amount of website development, advertising and promotional work you are carrying out. A high bounce rate signifies a large number of single page visitors who land on your website and click away immediately, or who do not click further into your site to read more information.

Your bounce rate guide:
• 26 to 40 percent is excellent.
• 41 to 55 percent is roughly average.
• 56 to 70 percent is higher than average, but may not be cause for alarm depending on the website.
Anything over 70 percent is disappointing for everything outside of blogs, news, events, etc.

Goal completions are the last set of figures which indicate the total number of conversions for this reporting period (see image below).

ORGANIC SEARCH: TRAFFIC CHART

At the bottom of page 3, you’ll find a traffic chart displaying a line graph indicating the number of users visiting your website over the course of a year. It is quite normal to see lots of peaks and troughs as the search engine optimisation work we do at design4dentists gets picked up by Google. Ideally, we would like to see a steady increase in the line from left to right as more visitors click onto your dental website.

TOP 5 KEYWORD SEARCHES IN GOOGLE

On the next page are your 5 top keywords. Preferably the dental SEO report will display keywords unrelated to your dental brand such as ‘dentist in London’ or ‘wisdom teeth removal’ and not the name of your dental practice. Varied search terms tell us that your SEO exposure is working well and your website is being easily found on Google. See example in the picture below:

Alongside each top 5 keyword you will see a set of figures.
• Position – Numbers display most recent organic Google position verses your previous recorded position in brackets.
• Volume – These are the average number of users searching for these keywords or phrases per month.
• Cost Per Click (CPC) – If you were advertising with Google Ads then the costs per click are shown in this column.
• Traffic – This is the percentage of traffic clicking onto your website from the volume of searches.

KEYWORD RANKING TABLE

The penultimate section in your dental SEO report is the keyword ranking table. Our aim is to track approximately 50 popular or high volume keyword phrases so that we can monitor their progress every quarter. To the right is a column of SERP features. These are indicators to signify if a search phrase has been highlighted in a particular way to the user on the Search Engine Results Page (SERP). For examples, a map pin signifies a keyword listing of your website on Google Maps, a star means your organic listing includes Google Star ratings and so on.

The next two dated columns show the positions your dental website has been found for each keyword or phrase on the google listings. The first column is the previous quarter and there is a different column to establish the number of places climbed or fallen. On the far right is the approximate monthly search volume for each search phrase.

BACKLINK KEY METRICS

And lastly, links back to your website can have a significant impact on your search engine positions. The more high ranking referring domains with links to relevant sources of information on your website, the better your chances are of being listed above your competition. The bar graph displays the number of new backlinks generated verses links which have been lost.

IMPORTANT NOTICE ABOUT YOUR SEO REPORT

Numbers, percentages and keyword positions fluctuate daily and can display dramatic changes in your dental SEO reports from one quarter to the next. When technical and content changes are made to your website, positional rankings may drop for short periods, user behaviours become random or your website may disappear as Google Flux reshuffles website positions. Analytics are monitored regularly and our search engine optimisation tasks are carefully planned throughout the year to ensure your website benefits from your SEO package.

YOUR DENTAL SEO TEAM

design4dentists are available to speak to about all aspects of dental SEO and how it can benefit your dental website. If there is anything listed in this article which you do not understand, simply call 01923 609770 to speak with a member of our SEO team or contact Alex Nicolaou if you would like more information.