Category: Author: Kaycie Smith
Monitoring Your Website Performance
Some of you may not realize how closely we watch your website performance and how invested we are in your success, so we thought it would be good to write an article about that. There is a lot that goes on here at Infinity Dental Web behind the scenes. Let’s give you a glimpse of what those things are.
For each client we have identified a primary search term, sometimes two, and we check the Google ranking for those terms every week. Our Search Assistant creates a report and gives one copy to our company president, one to Doug Gilliatt (our Director of Client Services), and one to me. In the report, we flag any client whose ranking has dropped, so that we can be on top of any ranking issues that may have developed. Each of us looks over the report and makes suggestions for clients who seem to need attention.
On a monthly basis, we track several key metrics. The main report we create is your monthly traffic report. We convert your website traffic data to a graph so that we can readily diagnose the trend. Website traffic, is the single best indicator of the performance of our search engine optimization efforts, and we want to see every client having an upward trend. We are pleased that on the average, our clients see a 75% increase in website traffic each year.
Also, as part of this monthly traffic report, we create a report of the phone calls you receive from the website. Most of our clients have call tracking installed, which enables us to know how many phone calls from new patients the website has generated. In addition, the call tracking feature allows us to record phone calls. When you let us listen to recorded phone calls, we have one more valuable diagnostic tool.
The majority of the time staff are skilled in turning new patient calls into appointments, but at times this can be a problem area where telephone personnel may need some coaching. We have successfully provided that coaching to a handful of clients.
Call Tracking and Search Terms
We have recently added an advanced call tracking feature which has the capability to determine the search term the patient used to find your website to find out which search terms are bringing in patients and which aren’t.
We also monitor the search terms that are actually bringing in patients to your practice. We have a unique mechanism for doing this, one that was developed by Dr. David Hall—none of our competitors use anything close to it.
Content Writers and Blogging
There is one more step. Each client has a writer assigned who does regular blogging for the website. The writers, who are trained in SEO, monitor all the secondary search terms, of which there may be from two to sixteen depending on your level of service. These secondary search terms are designed to bring in patients based on their attraction to specific procedures. The writers analyze how well these secondary search terms are working and which may need boosting, and then the use our unique strategic blogging system to boost traffic brought in with that search term.