Google announced yesterday that they are rolling out a major update to their search engine "algorithm" (the formula they use to calculate your website's rank) that will make their search results "fresher."
Last year, we blogged (threetimesactually) about Google's changeover to Caffeine, which allows them to update their indexes extremely rapidly, much much faster than in previous years.
Faster is Better (on the web, atleast)
Fresher results means more relevant results. But Caffeine was only an infrastructure change (to make sure Google has the ability to index, crawl and return searches faster). Now Google has changed their search algorithm to show fresher results -- fresher than ever before.
35% Of The Searches Have Been Impacted
To put it in perspective, the Panda updates that flipped the net upside down earlier this year only impacted about 12% of the searches... This new Caffeine algorithm update is affecting upwards of 35% of all the searches on Google. While they have different names, Google's reasoning behind both updates is the same [learn why in my latest free report...].
Why Google, Why?
Google’s self-stated goal is to provide users with the most relevant results and a great user experience.
Delivering the websites that people are searching for faster and better increases user satisfaction and keeps them coming back to Google (Google is on track to make 40 BILLION this year in advertising, up 35% from 2010). Google knows that stale websites don't make people searching happy, so now they are simply blocking them out.
Why Dentists Needs to Take Notice
No longer is it just enough to have a static "brochure" dental website on the internet. If you plan to dominate your local area and get the lion's share of new patients, your dental website needs to be a honed and sophisticated sales funnel, turn-key with lots of video, systems to keep in touch with your prospective patients after they leave your website, and most of all - it must have FRESH and RELEVANT content.
The Fall of Boilerplate Websites
If your dental website looks the same as the guy down the road, why would a patient choose you? Maybe now the better question to ask is, why would Google rank you? With Google's intelligence growing exponentially, it won't be long until those still hanging onto old (stale) websites & marketing tactics are completely left in the dust...
Avoiding the Google-Slap
There is one "for sure" way to get penalized & de-ranked by Google -- and that's by doing nothing. Google wants fresh, relevant & unique content. So give it to them!!
Download a copy of my latest free report (no games, instant PDF download) and find out what we're doing with our best dentist clients to keep them at the top of Google. I've broken it down (step-by-step with lots of how-to images) into 9 simple tactics to avoid the Google-Slap. You can download it here.
Far too many dentists are waiting until the 3rd story of the house is ablaze and no amount of miracle marketing is going to keep the backdraft from taking them out. Don't wait until it's too late to take action...
Update 11/7/11: Google has clarified their initial impact statement and now says "noticeably impacts 6-10% of searches depending on the language and the domain you’re searching on."