Surviving to thriving

Right now, most of us are just thinking about how to get by one day at a time. As has become infinitely clear by now to most people, this is a serious situation that we all find ourselves in.

Not since the second world war, has our planet faced such a challenge as the COVID-19 crisis.

Daunting times are upon us

For many people and businesses around the country and the world, the immediate focus of how to handle the sudden loss of customers, the inability to provide them with the goods and services that you have been doing, for some, many years or even decades, is not only shocking, it is extremely daunting.

In order to get through these uncertain times, one requires a solid dose of resilience.

We are all in this together, and as our prime minister Scott Morrison stated in his address to the nation on Sunday night, “we are in a war against this thing, and everyone has just been conscripted”. We all must do our part to defeat COVID-19 and this is no mean feat.

Having to close the doors to the public and retreat to the trenches, is a terrible ordeal to be faced with. Still this is what is required in our bid to defeat the virus, which is hellbent on spreading as far as it possibly can.

There in lies the clue.

The virus can only spread as far as we let it spread.

Lock down to elimination

Total lock-down at the outset would have been an effective strategy if only the WHO had issued this directive immediately. Securing all national borders and quarantining outbreak clusters, would have placed us in a different trajectory than the one we are faced with now.

Containment has not been effective for a number of reasons. The first being the lack of co-ordination between different countries, states and provinces. Secondly with a misunderstood profile of not affecting anyone permanently or fatally apart from the old and frail, led to a lax approach from some sections of different communities.

Medical advise is taking on these less than ideal parameters to attempt to “soften the curve” of infection and death.

This is a time lock that will be determined on a locked region by region and ultimately the world will only be free when the last case of the virus is eradicated and we have a vaccine that will inoculate the planet. For as we know, viruses exist in the animal kingdom, long after the last human case is dealt with.

There are many things we can do to limit the spread and soften the curve. Social isolating and social distancing when one has to go out, along with stringent hand washing and masking where appropriate, are the simple things that disable to a great degree the ability for this virus to spread.

Despite the immediate actions and the mid to long term effects of what is happening, we must not forget that there is the other side that we will reach, collectively as a nation and individually, replete with the opportunities in recovery that are yet to be identified.

Light at the end of the tunnel

In marketing especially with search engine presence being so important, it is vital to remember that it is a long distance race and any slacking off here, as this point in time, is going to be an open opportunity for your competitors who are digging in for the long haul.

If at possible, try to find the means to maintain what you can with your efforts in the online space, to keep producing high quality content and get engagement for this through whatever social means you can muster. Remain part of the conversation, this is how you will be a ship rising with the tide, instead of sinking out of site.

Yes there will be light at the end of the tunnel and things will return to normal, even if it is a new normal. The important thing is to be as ready to face these opportunities when the time comes.

You may indeed be focusing on survival right now, and no one can blame you for that (after all you are not a bad business person, and it is not your fault), but don’t let the time and opportunity pass you by to turn this unfortunate situation around for that future date, to a one of thriving.

Favicon Now Showing

Google have done it again. Another change to the search results.

This time it is the addition of your site’s favicon.

What is a favicon you ask? Well it that little image that appears in the web address bar in your browser. This now appears at the start of the line for each website listing in the search results. What Google are trying to make the serps prettier? Do you think this helps or hinders the decision making process?

Google’s reason for making this change IMHO, I believe is not to pretty up the search results pages (serps) but to further manipulate the look and feel of the listings, to their own advantage.

Why would this be so?

Fair question, but it is no mistake on Google’s part to place this favicon in the exact same position as the “Ad” icon on their (prioritised) paid advertisements. See the images below to get an idea of what I am talking about.

favicon in search results like ads
New serp with favicon looking suspiciously similar now to an Advertisement.

Before, ads were fairly easy to identify and now they are a little more difficult to distinguish between what is an ad and what is an organic or free listing.

Some may remember the Google penalty back in February of 2014, which was labelled the “Layout Penalty” where a site which was deliberately displaying advertisements at the very top of their website, was penalised for “not providing the user with a good user experience”. Really? Yep that is what that demotion was all about.

So now we Google eating their own words and not only at times pushing more ads and Google products to the user, when we all use Google to find the most unbiased and best ranking results, but now we have to push through this every increasing clutter provided by the company who’s motto used to be, “Don’t be evil”. Hmmm I am getting the strong feeling of, “don’t do as I do but do as I SAY!” from them.

favicon in search results
Old serp without favicon

And for the observant among you will see there is another major change in the layout of the search results listings. Can you spot what it is?

Right, the Headline used to take precedence but now it is the URL or web address in the top position of the listing. I have put the two together in the above image to show you the difference.

The Headline which is the Meta Title of the page, is still there but the favicon and the URL now occupy the top line.

Ok just call me a skeptic but that is my take on the latest offering we have to deal with in the serps and Google’s antics.

Now will someone come up with a browser plugin that strips out all the non-organic clutter from the serps and allows us to see just the pure organic results, like when Google first started? I get it they need to make money to stay in business but their every encroaching boundary line seems to be creeping closer and closer to the no organic just ads page one.

Maybe then it will make it easier to just skip to page 2, or then again it may spell the end of the line for a once great “user experience” in the search stakes.

So what do you think? Does this make the user experience easier to spot an ad to avoid, if that is your thing or does it make it more difficult as I am seeing it?

Content Is King And Other SEO Half Truths

With a headline like that, you are probably expecting some flames to be flying and I promise, I will not disappoint.

It has been some time now that rules of SEO have been rewritten to now place a major focus on the actual content that is found at the top of the search results, more so than the sites that link to that content. Or so it is thought. Content is King right? I mean Google say that you just need to write (create, publish) good quality content on your website and that they will take care of the rest.

Don’t go about creating any links from other people’s websites, just to boost your rankings because Google will just magically find your content boost it to the top, as long as it is “quality content”, right? Watch this video from Google…

Well let’s just think about the logic behind this for a minute…

Let’s just suppose there are 10 plastic surgeons who are all excellent doctors with outstanding medical histories, a long list of satisfied patients and essentially well established surgeons in their own right.

Now they have the sufficient resources at their disposal to not only build a high quality website, but publish it with high quality content complete with extensive before and after photo galleries. They all appear to be great choices when it comes to quality content.

So the questions beckons, “who does Google decide is the best, and sits at #1?”. The answer is they don’t know and can’t tell just purely based on the quality of the website and it’s “King Content”.

They need more information before they can make this decision.

What information and where do they get it from?

Other people’s websites, and what they have to say about these doctors, via what is referred to as a “backlink”. Now these backlinks are not all of the same power when it comes to balancing the equation on what is a valuable link.

Let’s take a look at two examples, and see if you can determine which is the higher valued or valuable link to have.

Website A:

The first website that has a backlink pointing to a surgeon’s website is all about plumbing supplies. The link is in the sidebar, along with other advertising banners. It is a text link surrounded by mixed content that ranges from plumbing supplies, building information and links to other construction websites.

Website B:

The second website is a health related blog. It has topics that cover women’s health issues in particular. The link that comes from this site is in a blog post by a guest author, who is taking about the pros and cons of a particular form of facial plastic surgery. There are references to alternatives that don’t require going under the surgeon’s knife and also a list of doctors who are widely accepted as authorities on the subject. There are quotes from one of the doctors and it is also a link to his website.

Now before you decide which is the better link, times this equation in your head for our 10 surgeons we mentioned above. They all have a range of different links but for the sake of the argument, lets just imagine that there is one doctor in the list who gets more and more of the Website B styled links and the rest get a mixture, but mostly weighted towards the Website A style links.

It is pretty obvious that the doctor with more of the relevant links is going to fare higher in the search results than the others, purely because he is demonstrating a higher degree of authority in his field of endeavour.

Yes it is more complex than this simplified version I have used for my illustration but I think it demonstrates the point that content is not really the king it used to be or is at least made out to be.

Content yes it is important, and sort of kingly but is KING, no I don’t think so. Everybody can produce top quality content, it is easy, just hire a good copy writer and plan your site well and you are in the running for being a great content producer. The kind that Google say they love.

Google also say that you don’t need to do anything else, they will take care of it. Matt Cutts the former (now vanished) Google engineer turned SEO spokesperson aka Webspam Fighting Team Leader can be seen in the video at the beginning of this post espouse exactly that.

Don’t build any backlinks, that is risky and will get you banned by Google. That is also what they say, but it is not what they do. Even so SEO companies will tell you the same thing, “Don’t build backlinks, that is old school, we have a better way…”

So if you can’t build any backlinks and nobody is going to link out to you, i.e. create a backlink for your website, unless they can find you in the first place, how are any links every going to be established if your site is totally invisible?

Good question. It is a real chicken and egg situation.

Someone is lying when it comes to the Content is King and Backlinks situation. Could it be Google are not being entirely transparent or truthful here?

One way of finding out what the truth is, is to see what Google allow to rank at the top of the search engines and with the help of some fancy backlink discovery tools, one can easily see what backlinks are actually doing the work required to get this website to the top.

When you can see the actual links, and see how they have worked their magic, you know that Google have access to this information as well, so you can draw your own conclusion on what the truth is.

The fact of the matter is this, backlinks do count and will continue to count. They are not going anywhere when it comes to Google’s algorithmic calculations about who is the top authority on any given subject. They need backlinks to prove the value of their choice. Naturally the higher valued backlinks are more difficult to acquire but they need to be there to make content the King that he is supposed to be.

If you want to get an idea of your own backlink profile and see how this stacks up against your competitors who are currently out doing you in the Google search results, I suggest you get in contact with me and I can arrange a free 30 minute Skype strategy call. We will do an audit on your website and show you what your current SEO company doing that is good and as the case may be, not so good.

So schedule your call with me today.

Does PageRank Still Exist Or Is It Now Irrelevant?

It has been some time now since Google in December of 2013, moved away from PR or PageRank as an identifiable SEO metric.

You may have heard people say, “PR is not important for ranking anymore” or “Google don’t see PR as important for you to rank” and have probably been wondering, is PageRank still important and if it is how do we find out what our site’s PR is.

PageRank Is Far From Dead

The answer to this question is multifaceted.

To begin with, Google used to update PR every 3 to 4 months via what was called “Toolbar PR”. This gained it’s name from various toolbar add-ons that picked it up and displayed a sites PageRank. So toolbar PR is no longer being updated by Google and many have wrongly interpreted this to mean Google no longer value the metric when determining the overall value of where one’s website fits into the pecking order, when it comes time to place it in the search results.

So What Is PageRank Exactly?

The second part of answering this question needs to cover what PR is and how it is calculated. PageRank is one of the methods used by Google to determine the page’s relevance or importance, when it comes to search engine results.

PageRank, named after Larry Page, one of the Google founders, represents the page rank of a page on a website. The system ranks sites from 0 – 10, with a site like Google or Youtube being a 10 and a brand new website with no one linking to it, a zero.

When it comes to raising a website’s PR one needs to be gaining links or backlinks from a site with a high PR, for example a PR6 or PR7. Some of the web authority is transferred to a site by the calculations checking what other higher authority sites are linking to it. This has been a way in the past for SEO practioners to manipulate a site’s ability to rank, so when these numbers began to be outdated, it made it more difficult to find the value of a linking partner.

There are new metrics in place DA or Domain Authority and TF, Trust Flow and Citation Flow CF that have essentially replaced the old gauge of PR. This is just not the same as Google not using PR anymore. It is just that they have removed this metric from the public eye.

Your website still has a PR and so do all your internal pages, it is just that you don’t know what this is anymore.

New Ways Of Discovering Your Page Rank [sic]

With the new ways of calculating the value or authority of a website working just as well, Google have not been able to kill SEO just yet. PR is now out of sight but is still alive and very important when it comes to the search results and where you fit in. SEO is not dead, just more difficult to do than once it used to be. You only need to take a close look at the knowable metrics behind top ranking websites today, to understand what this exactly means.

If you are in need of an SEO expert to independently look at your site or your competitors site(s), then it may be time we spoke. With the right tools and understanding the whole process of what is working today and is going to continue to work with SEO, formulating an effective SEO strategy is still the best way to be getting your message out there, to your target audience.

Are Backlinks Still Important?

If you ever hear this line from your SEO company, that “backlinks are no longer important“, then you are probably facing the “we aren’t ranking so well” dilemma at the same time.

Since the beginning of search and Google, backlinks have played the most important part of winning at the search game. Over the years, the elements that determine a top ranking, have swollen to include a lot of closer focus with the website itself but backlinks remain and as long as Google wants to function as democratic voting process of presenting the most popular sites at the top, then backlinks are here to stay.

So what exactly are backlinks and how do they work to produce top rankings for websites?

Good question.

What Is A Backlink?

Let’s begin with how they work and then we will have a deeper insight as to their co-dependence for quality search results and how they will be remaining a strong ranking signal for the foreseeable future.

A backlink is simply a link from someone else’s website, linking to your website. The way this works for example is someone may comment on a blog post on a third party website and make a mention about something posted on your website.

This can be helpful for people wanting to find out more about the topic of interest.

For example you may be an experienced plastic surgeon who has expertise in some new cosmetic procedure or have a good understanding of the complications of certain surgical procedures and your blog post adds great insight into the matters being discussed.

Since people are searching for information to solve their problems, this scenario presents itself as a typical way that links or backlinks are created. Google developed their search algorithm around the democratic voting system that links from other people’s website were acting as. With links counting as votes in the election process for who should be ranked at #1 and so, they changed the way search engines and people the world over, searched for and found things on the internet forever.

It wasn’t long before many savvy webmasters began to take advantage of this ranking method and the process of SEO or search engine optimization was born.

Backlinks Important In The Early Days And Still So

In the early days of my trade it was a simple process to rank #1, that involved amassing more backlinks than the guy ranked at #2. Yes it did involve a lot of work at times but if you put in the grunt work, eventually got you there.

Now Google saw that many people were onto their “super secret” algorithm, so they decided to mix up the process to penalize anyone seen to be over-optimizing their sites. The first of these changes rolled out in 2012 and were code named Penguin.

Fast forward to today, 2016 and Google have slowed down the aggressive penalties, as most people are now convinced that the search engine giant, can’t be messed with. There are many who believe that SEO is dead and you might as well give up trying anything as Google will just slap you sooner or later.

SEO Far From Dead

In reality, SEO is far from dead and many people understand and do SEO very well. The problem is there is great confusion in the SEO world, and many practitioners have jumped ship and become content marketers. Some have combined the two with varying degrees of success, which usually has a lot to do with the Google Webmaster Guidelines.

Google are very vocal about what you can and can’t do when it comes to SEO. Companies that tread the line strictly by the Google book, are those who will convince you that backlinks are no longer important, simple because Google say that you can’t build backlinks anymore. They want you to create great content and then some how magically people will find your content and link to it. The only problem is that without any links to your “great content” it is not going to rank. And if it doesn’t rank, meaning no one will find it, then how is it that they are going to link to it?

Agencies that stick by the book believe the lies about backlinks not counting, because they will actually not be building you any. They will encourage or help you build quality content but this alone is never going to produce the traffic that your site is needing to actually shift the needle.

Also with the right tools, anyone can see that the sites that are ranking at the top of Google are sites that have lots of backlinks. Content alone is not enough to get you there and give you the traffic flow you are looking for.

So What Do Google Actually Say About The Necessity Of Backlinks?

In finally smashing the backlinks are no longer important myth, one need only to listen to voice of Google themselves. In a recent video by the Google SEO spokesperson, Matt Cutts, they openly admit that they have a private version of Google that they refer to that shows the search results without any backlinking influence and they say it ain’t pretty.

Well there you have it, backlinks are here to stay and if you hear differently, it is probably because your SEO guy or gal is too scared to build them anymore. There are still ways to build backlinks that are very effective and will not get you into any Google hot water,  and if top search engine rankings are what you are looking for, then you first need to locate a top SEO consultant who can produce results based on what Google actually allow to rank, and not what they tell you they allow.


What Is The Best Value For Money Traffic, Paid or Organic?

When it comes to acquiring traffic for your website, in a business sense there is a very real difference between paid traffic and organic traffic.

Not simply a matter of calculating the costs of each channel but fully taking into consideration the responsiveness and the convertibility of each channel.

In simple cost terms, it is not uncommon to expect highly trained SEO specialist to be able to return a 50% reduction in traffics costs when going head to head to with paid traffic sources, in particular Google Adwords PPC.

There is another dimension that needs to be taken into account when analysing the value of each traffic source. When it comes to “Ads” or “Advertisements”, the psychology behind someone who clicks on an ad, typically renders their potential to make a buying decision, a whole lot less likely.


Let me explain: Google savvy web surfers, know the difference between an ad, and an organic listing in the Google search results. Despite Google’s best efforts to provide people with a “poor user experience” ie, trick them into clicking on an ad, so they can make money, smart users can identify the Ad symbol and move down to the organic listings, as these have a higher reputation of being the best results. Ads on the other hand can be bought by any Tom, Dick or Harry, and therefore render themselves with a whole lot less trust.

So if people come in on the back of not trusting what they are seeing, then they are less likely to move towards a buying decision.

Some may argue at this point, that if they don’t know they are clicking on an Ad, then their bias would be neutral. This is the very reason why Google try to hide the fact that they are ads, and trick people into thinking, these must be the best search results because they are at the top.

A few years back now, Google had the hide to come out arrogantly claiming that anyone with an “Ad” above the fold on their website would be penalised, as this represents a poor user experience. This penalty was referred to as the “Layout Penalty“. Google have been doing this very thing for years, but they don’t seem to penalise themselves.

But I digress, back on topic here. Paid traffic typically costs more because the cost of clicks via PPC or Google Adwords, has risen so high due to the constant messing with organic listing algorithms. With Pengin, Panda, and now Fred wrecking the rankings of websites, many folks have decided to give up on SEO and go with what Google wants them to do, namely pay for the traffic that they feel is the only way to make money from their website. With the way Google increase bid prices based on the “auction model”, is it any wonder in some highly competitive markets, come cost per click prices can be as high as $200 or more. Now that is a high price to pay to get someone to visit your website, and when you consider the number of visitors you need to have visit before one converts to a paying customer, this can be a very costly exercise.

Naturally not all markets are this saturated and expensive but I think you get the idea. Google started selling each and every click for just 10c back when they started selling ads on their site. This soon evaporated and became the auction system we have today.

So with higher convertibility and lower overall visitor costs, SEO or search engine optimisation when done the right way that produces #1 rankings, there really is no better choice. If your experience has not matched what I have been talking about here, and you are feeling like there is no hope in SEO anymore, then it is probably time we spoke. I have helped many companies in both Australia and overseas to achieve higher profits through smart and effective SEO. If this is you, then get in touch today.


Google Updates March 2018

Yes folks it has happened again – Google have shifted the goal posts for the umpteenth time.

This Google algorithm change goes to the heart of the content of your site. They are always preaching “quality content” and this update underscores just how serious they are about controlling what you publish on your website.

So what was this change or update called, since they all have names don’t they?

Google “The Brackets” Update March 2018

According to reliable sources, this update has been labeled The Brackets Update. With this update, the powers that be at Google, or at least the ones with a public voice, a la John Mueller, we are told that there is nothing you can do if you have been affected by this most recent update. If you have “great content” good for you, if not you are going to see a significant drop off in organic search traffic.

He makes a underlined emphasis on the long term in the above linked content, which means that you can’t just expand your quality content and see changes immediately. What I am reading between lines here, is that if you have tarred with the Brackets brush, you are likely going to see your site quality score take a hit and your links are going to need to work harder. More and better high quality links are going to be required.

Apparently even if you acted today and fixed up the low quality (thin content in Google speak) pages on your site, it could take up to 6 months or more to see significant improvements.

Was All The News Bad With This Recent Change?

If you are one of the smart ones following the Google rules of high quality content (read: at least 2000 words per page or original well written text), then if these pages are your landing pages, then you will most likely have seen a positive boost to your site traffic over this past couple of weeks. This rule is not one across the board, ie in the case of eCommerce sites, you just need to make sure your product descriptions are original and not simply copied and pasted from the manufactures website or suppliers website, as this will get you into hot water. Good thing to know when you are planning a new eCommerce business.

Where Can I Find Out More Information On This Update?

You can head on over to this blog to read up on the full details or the “tremor” and “quake” happenings these past weeks.

If you need help with your site, then you may need to get in touch with me and I would be happy to take a look at your site, to determine what if anything can be done to improve your search rankings in Google

Website Moving Checklist

The following is an important checklist to do before you disable your old website and hosting provider, when you have a planned move to a new hosting provider.

1. Backup – It is a good idea to download all your old website files, including all text documents, images, pdf’s and any associated files of your old website, even if your new website is going to be created brand new. Consult your web master about how to do this, which is typically done using an FTP application. If not available you can use a nifty tool called, Sitesucker.

2. Email – Download all email boxes as POP3 email accounts. This step is very important to check on before disabling your old website host, as any email boxes that are set up as IMAP email accounts (this type of email account allows you to check your email on one machine and then have it updated as read or not, on any other device or computer you may also check emails from.)

It is of paramount importance to change your email type over to POP3 if you have been using it as IMAP. If you have many years of emails stored in an IMAP (server based email) then you will have to be prepared to download your emails to your local machine which can take a considerable amount of time depending on the amount of email you will be downloading.

If you change the type of email account from IMAP to POP3, this should trigger the event of downloading to your local computer, all historical emails the very next time you check your emails. You may wish to do this at the end of the work day and let this download process occur as you leave your office for the day. They should be downloaded and ready as historical backups when you return the next day.

If you are unsure of what type of email account you have set up, then please consult your IT support person or systems administrator.

3. DNS – Changing the Name Servers. Once you are notified that the site is ready to move from your old host (and possibly old website) to the new web hosting provider, as instructed by your web master, you will need to get in touch with the company who holds the registration details of your domain name. This company is known as the Registrar and you as the owner of the domain name are the Registrant.
As the owner, you are the only one authorized to make changes to the domain name servers (DNS) which tell the Registrar where to look for your domain. So when you ready to change where to point the DNS, you need to contact the Registrar and authorize the change.

You will need to know the new DNS which your new hosting provider will supply to you. It is typically expressed like this: and

Is Cheap SEO Of Any Use?

They say that, “Long after the sweet taste of low cost is forgotten, the bitterness of a poor choice remains”.

When it comes to SEO, this old saying is no less true.

In fact it ties in with another, “you get what you pay for“.

Pay a little, get a little.

Pay a lot, get a lot.

Pretty simple equation wouldn’t you say?

Well, in SEO circles there is another confusing factor. And it goes like this…

SEO, Ah… What Exactly Am I Paying For?

Most people are not aware of exactly what it is they are paying for when it comes to hiring an SEO company to look after their online promotion and reputation.

SEO companies are famous for fluffing out their deliverables by putting decoys in their clients paths. Things such as, confusing reports, graphs and charts and other diversionary distractions.

But what did you actually do for me? Is often asked.

And aside from the seo hirer’s confusion is the fact that the SEO practitioner can get shafted, even when they provide a good service. It goes something like this, “Hey look at us, we are making good money, our rankings are great, so we probably don’t need the seo guy anymore right?”…

So much confounding fog on both sides of the equation.

For the client:

You got to sell more product – that is what your SEO guy did for you. Anything else is not needed to be known.

For the seo guy:

You did your job well and got good rankings for your client and through more website visits, connected with more new customers. End of story.

Attention: All Parties!

Both parties need to remember this, SEO is designed to help increase exposure via search. When the efforts of the SEO guy or gal are fruitful, this usually leads to increased sales or leads for the client.

Back to the original point, you get what you pay for. Too often I will loose a prospective client to someone who will under cut my prices. This stings, as no one likes to loose. But…

Undercutting is a race to the bottom, so you need to know your anchor point and remain true to your value proposition. I like to charge my clients in line with what my SEO can do for improving their bottom-lines.

I stick to my guns. My price is fair, especially when your gain is exceptional.

When prospects can see what good SEO has done for someone else, they are getting a glimpse at their own future. To be able to use a case study, to enlighten the otherwise dark and mysterious path of SEO, is one of, if not the best way to demonstrate – what your are actually getting for your money.

Let’s look at an example:

Dr John (not his real name) is a well respected plastic surgeon who up until his site got slammed by Google, was getting a good amount of new patient inquiries – leading to bookings.

He didn’t know what to do, his site was sinking fast and despite the best efforts of his current SEO company, things just got worse.

His surgery had overheads that were not being met by his current cash flow and he had to do something to stop the money bleed.

He turns to Google Adwords.

It is expensive, with some clicks costing him $60+ each time someone just clicks on an ad in the search results.

Things go well, he stems the financial hemorrhage and the day has been saved. Well sort of…

He now runs at a considerably high cost per acquisition equation, for finding new patients.

Cost of New Patient Acquisition

Each ad click in the Google search results paid ads section, averages $45,  and this times 42 equals $1890.

Forty two is the average number of ad clicks it costs to find and secure a new patient. With an average cost of a procedure being $8,900 he is netting approximately $7,010 and this is before his other overheads are considered.

Each month he gains an average of 10 new patients, so we know he is spending about $18,900 on Google Adwords. Over a year that is $226,800 he is spending on his search marketing efforts.

Now enter smart(er) SEO consultant who comes in and demonstrates a way to start a brand new website on a new domain, all the while leaving the existing site complete with the Dr John branding in place. This new site cost’s $12k to hand build in accordance to the new Google Panda specifications and his SEO costs him $5k per month.

He begins to now get 15 new patients per month, after his site has reached the top of the search results, typically after 6 – 12 months and now he is very happy with the results.

By reducing his Google Adwords dependence over those 12 months down to $0, he is in front by $13,900 per month ($18,900 – $5,000) which ads [sic] up to $166,800 saved each year.

On top of that, his increase in new patients from 10 to 15 each month, means those 5 new patients he adds to his customer list each month, add up to an extra turn over of of over $500,000.

Patient = $8,900
x 5 = $44,500
x 12 = $534,000

Who Wants To Bump The Bottom Line Up Another $500k?

Now here’s the question, if you knew for certain this was going to be your outcome by investing in proper SEO that delivers these results time and time again like clockwork, would you risk this by looking for a cheaper alternative to save a few hundred or even a couple of thousand a month?

My guess is, if you are short sighted and love a bargain, or are always looking to get the best deal, by taking a quote and getting someone to undercut it, then you are probably not going to see the sorts of returns I have demonstrated above. Your peanuts mentality will get you comical results like an unfortunate episode in a Charlie Brown sketch. The only problem is, this is no laughing matter.

“What am I paying for with SEO?” the answer is more patients.

When done right with a proper realistic budget and the right team behind your SEO efforts, you can expect to increase your new patient acquisitions and lower your marketing costs substantially.

To find out exactly what your (current) SEO company is up to, why not schedule a 30 minute strategy Skype call and I can show you not only what you are missing out on currently, I can show actual cases studies of doctors who are prepared to share their success stories. So what are you waiting for, your 30 minute strategy call is free, so get in touch today.

It’s About Your SEO, We Need To Talk

You have that nervous feeling deep down in the pit of your stomach.

You don’t quite know what to do about the cause of this pain but you know something has to be done, as things are just not going according to plan.

If you are like the many, you’re not alone when it comes to trying to figure out if you are doing the right thing, the wrong thing or something in between with SEO.

Company after company approach you with the same old line, “We can get you to number one on Google, but you will have to wait 3 to 6 months, and no we don’t offer a guarantee”.

Truth be told, it is amazing anybody is able to sell a product on these flimsy promises, but what is not quite so amazing is the fact the there an unfortunate number of charlatans in the industry that make the rare seo winner’s hard to find.

Unethical SEO companies that are all too willing to pull wool over their clients eyes, for the simple fact that they can. This is a really dangerous situation if you are committing not only time and money to dodgy SEO but the very existence of your business could be held in the balance if you have all your marketing eggs in the one basket.

Most smart marketers are all too aware of taking such a risky line with something as volatile as search engine optimization, especially given the heavy handedness of Google in recent times. So not only do many find themselves in SEO limbo, bending over backwards to make it under the ever lowering bar but on top of that they are paying for Google Adwords traffic by paying ultra-high cost per click premiums. Any industry that has a high dollar value on a successful sale, is liable to reach the dizzy heights of sometimes hundreds of dollars for just one click.

The medical industry is one such arena where the CPC’s can run into the hundreds of dollars. When you consider the cost of plastic surgery procedures running into the tens of thousands, it is easy to see why the CPC stakes are set so high.

So what is a good doctor to do?

You can keep on trying out different SEO companies in the hope that one day you will strike gold and not only will you be getting solid rankings that last, you can finally do away with those Adwords campaigns that are draining the coffers.

Yes and pigs might fly too!

What you need to gain back confidence in the incumbent SEO firm you have hired, is to have a truly independent analyst look over what is being done. By getting a third party to take a look behind the scenes and spell out exactly what the prospects of catching the flying pig are, is your only true hope of losing that awkward lump from your stomach. You can’t afford to ask the incoming SEO firm to be independent or even the outgoing, so your only choice is someone who has a fresh set of eyes, that can actually see and interpret what is going on with your current SEO deployment.

What you don’t need however is one of those highly confusing (intentional once again) extremely detailed double-dutch reports that SEO companies throw at you with the hope of confusing you into making a decision to go with them. These reports can look pretty dire at times and the shear fear factor is sometimes too much to resist.

Someone who can spell it out in plain English, is what you need. Enough evidence to hang or hang-onto the current SEO firm or consultant.

The endeavor of this blog is to use my skills that I have honed over the past 7 years, working with a good number of plastic and cosmetic surgeons in the US and Canada, to open peoples eyes so that they can see exactly what is going on with their SEO.

Some would call me an SEO whistle blower, and they would be pretty close to the mark. I am going to be blowing the lid off of all the SEO scams out there, so that regular folks no longer need feel pressured into hiring poorly when it comes to search engine optimization.

I will be showing you how to use the available tools, to see for yourself exactly what is going on with that top competitor who is getting all the free organic search engine traffic.

Believe me there are some really good SEO’s that deliver the goods and have the track record to prove it, and these I will be showing you how to find.

In the coming new year, 2018 I will available for hire, to do the undercover SEO discovery work on your website that will reveal the truth about your SEO, so you can move forward with confidence that you are on the right path, and it is just a matter of time, or finally see you are on a slowly sinking ship that you need to bail out from.

We all know there are some really terrible SEO’s and perhaps one of them has snared you, if this is the case, then we need to talk and really soon.