As an optometrist in private practice, you might have heard about Google Ads and SEO as ways to attract more patients online. However, understanding how they work together can be confusing! Let’s break it down and see how using Google Ads can indirectly benefit your website’s SEO.
What is the difference between Google Ads and SEO?
- Google Ads are paid advertisements that appear in Google search results. You bid on keywords related to your services, like “eye exams” or “contact lenses,” and your ad shows up when someone searches for those terms.
- SEO, on the other hand, is about optimizing the website to appear higher in the organic (non-paid) search results. This involves using relevant keywords, creating high-quality content, and ensuring your site is user-friendly.
If I run a Google Ad, will it help my website’s SEO?
Here are some ways Google Ads can indirectly help your SEO.
Increase website traffic
When you run Google Ads, more people visit your website. This sudden influx of visitors can improve your site’s overall traffic. If these visitors find your content useful and spend more time on your site, it can send positive signals to Google, potentially boosting your organic rankings.
Learn which keywords work!
Google Ads provides detailed reports on which keywords bring in the most traffic and conversions. You can use this information to improve your website’s SEO by focusing on these high-performing keywords in the content on your website to boost your organic rankings.
Why should I run a Google Ad?
If you have a limited marketing budget, you may be wondering why you should run a Google ad, particularly if you are working on your website’s SEO or paying someone to do it.
Lots of competition
If you’re in an area with lots of competition and your website isn’t showing up anywhere near the top of search results for the most searched keywords, such as “eye exam” and “eye doctor”, then running a Google ad is a faster way to position your practice closer to the top and get more appointments scheduled. SEO involves adding content to your website over time to build organic search traffic.
Brand-new website address
If you have a new domain (website address), as far as Google is concerned, your website isn’t trustworthy yet. You earn Google’s “trust” by providing high-quality website content which people click on and engage with over time, and when other reputable websites link to your website. This takes time, and you need people to be able to find you right away and schedule appointments. In this case, running Google ads is a good way to position your practice closer to the top of search results for common search terms, such as “eye exam” and “eye doctor near me” and get those appointments booked while working on the SEO over time.
New services or products
Another way running Google Ads can help your SEO is if you have an established practice with an established website, but have added something new, such as dry eye treatments, to your practice. While your website may rank well organically for “eye exam”, it may not be showing up very high for “dry eye” in search. Running a Google Ad specifically for dry eye can help you boost rankings for your website for those searches.
The bottom line
Google Ads bring quick results by driving immediate traffic, while SEO is a long-term strategy. Using both together can create a well-rounded online presence. Running Google Ads can drive traffic to your website, provide valuable insights, and enhance your brand’s visibility, all of which can indirectly benefit your SEO. By combining both strategies, you can attract more patients and grow your practice effectively.
Remember, if managing these strategies feels overwhelming, our team can help you navigate the digital marketing landscape, ensuring your practice remains competitive in the digital age!
