Another day, another acronym? If you aren’t well versed in marketing jargon, let’s break it down:
SEO stands for Search Engine Optimisation. Veterinary SEO makes use of multiple devices like content marketing, link building, keyword research and page speed to enhance your site’s visibility on Google which can, in turn, increase website visits, bookings, footfall to your brick-and-mortar, and ultimately, revenue. Yes, for practices existing in the digital age, in an increasingly competitive market, SEO is non-negotiable.
To understand the nuances of this digital marketing must-have, Covetrus caught up with Australia born SEO specialist, Briony Cullin, to dive into how UK vets can implement a winning SEO strategy.
Briony’s love for SEO comes from the fact that it is so incredibly results-focused. It’s logical and strategic: “you do some things and that results in more traffic [to your site] or more sales. Working as a freelance digital marketer, I can sit down with my clients and say, ‘you have now made x amount more money because of this’.” So, for results-driven veterinarians, SEO might be just what you need.
What is SEO?
The Aussie web genie—who now calls Glasgow home—explains that, “essentially, SEO helps your website rank higher in Google. So, say for example someone has typed in ‘Vet in Glasgow’ into Google; where does your business rank? Do you show up on page one, or in the local pack, which is where the map results sit. Or, are you on the second or third page? And remember, you don’t just want to rank for one term like “vet in Glasgow” there will be other things you want to rank for depending on your practice services i.e. dental.” And how do you rank? Well, your SEO ‘score’ is based on a few key components like user experience i.e. is your site user-friendly; does your site’s content answer the question your users might be looking for; is your content hitting your key search terms. But how does SEO compare to social media content, shares and likes….
SEO vs Social Media
“Social media is a great way of telling stories, of showing the personal side of your business, but if you think: the day I get 10,000 follower is the same day that I see £10 million in the bank, it doesn’t really have the relationship. So, maybe chill on the social media stuff and work on SEO. When I talk to clients about marketing, they worry that they don’t have time to create content. I ask: ‘how long are you spending on social media every day? You just can’t spend all of your time on social.”
Given the commercialization of social media within the last ten years, it’s become quite a pay-to-play environment; pumping ad spend into your social strategy will ramp up your reach far more than just posting organic content. Briony adds, “if you don’t have a paid component to your social media, you might struggle.”
If you shift your mindset and stop thinking about vanity metrics like getting 50,000 followers, and focus on having a good conversation, trying to add value to your customer through your website content, that’s when you will start seeing that return on investment, and real results.
What is Google Search Console and how does it help with SEO?
Briony told us, “Google Search Console is a free tool, available to anyone who runs a website. So, if you’re the practice manager or partner at a practice you can use search console to keep an eye on your site’s performance. With this tool, you can see exactly what people are typing into Google to find you.”
It also gives you information if there are any issues on your website: broken links or pages missing. For example, if you were changing things and removed a service from your site, but that link is still on the web. If someone clicks on that link, say, from an old blog post or tweet they would be led to something called a 404 page. If you took away your contact page without redirecting that page somewhere else, Search Console will let you know that’s a broken link.
Is Google Analytics Necessary?
Google Analytics tells the story along with Google Search Console. So the Console tells you what people were typing into Google to find you, whereas analytics tells you more of that story i.e. once they get to your site what do they do?
“When it comes to analytics think about what you need to know in terms of useful info: where are people geographically based, if you’re a vet in Glasgow but you are getting most of your traffic from Florida, there’s something not quite right happening there,” says Briony.
Where have people on your website come from? Are they coming from social media, Google, or another site, and then how long were they on your site? There are some great overview pages under each of the four categories: Acquisition, Behavior, Conversions and Audience. Use those until you feel more confident. No need to delve deeper into them just yet!
What is on page SEO and how can I use it to help people find my practice?
On-page SEO refers to your site directly and how Google friendly it is. In contrast, off page is all about other sites that refer back to your website. When planning your content in a strategic way, think about the kinds of services that you offer and match up those keywords with a page on your site.
Briony gives the example of puppy parties! “Say you provide services like a puppy party, and people are searching for puppy parties in Edinburgh. Creating that page referring to that service and using the term ‘Puppy Party’ in a natural way through the content. Use it in a nice natural way that is readable, not spammy and don’t overuse it on the page. You want to use the term in the page title, in the URL and in the first 100 words of the content.”
“If your page’s content answers the terms that people are typing into Google you’re onto a winner. If someone has a question about puppy parties, or dental or neutering, think about how you can create useful content for your site and for your audience. Think about what your USP is, what is it that your practice can offer and what sets you apart from others. A lot of practices use stock photos on their site, so if you can get some nice high-quality photos of your practice, your staff, even your patients that’s a great start for your vet practice,” advises Briony.
“Going to the vets can be quite an emotional time for both pet and owner. You want people to feel calm and supported and so if you can convey that feeling you on your website that’s great.”
Briony’s Top Tips:
- Get an unbiased view of your site and step away from it. Get someone independent to give you some feedback.
- Always have your practice name, location and contact really easily found, opening hours, or emergency cases, knowing what animals you care for, exotic pets etc.
- Make navigation super simple.
- Your homepage should succinctly tell the story of your business. By the end of the page, a customer should be able to know if they want to book now or contact you for an appointment.
- Always have a mailing list. Have a list by pet type like a dog-specific mailing list. If you make it as part of your onboarding process, get customers to sign up and pitch it as an added feature that they get for free.
- Sign up for Google my Business, another great free tool from Google to help your business thrive.
Visit BrionyCullin.com to avail of a free Google Analytics audit when you book an SEO audit.
Want to see your practice prosper? Our consultancy service offers a tailored approach to your business needs, with your own Business Consultant. We work at the heart of the practice, driving cost savings and profits across the business. Contact the team today for more info. https://www.covetrus.co.uk/contact-us/