A patient on a cellphone looking for your office hours clicks on your website from Google search results and upon arriving to your homepage an ad pops-up, blocking all of the content on the homepage. While you think this is a great way to force the visitor to pay attention to your message, it can be pretty frustrating and intrusive for the patient who has different information on his agenda.
This form of interruption marketing is called an interstitial ad and Google is cracking down on this type of ad because it hurts the user experience. Consequently, this month Google rolled out an “intrusive mobile interstitial penalty” which will penalize website ranking for sites that use this tactic in order to reduce this type of intrusive advertising for mobile users. The goal of the penalty is to prevent website managers from withholding visitors easy access to the content they seek on a mobile search.
How does this penalty play out? Firstly, the penalty only applies to interstitials that appear in the direct path of a Google mobile search result that leads to specific website page. This means that it will not affect interstitials that are implemented within your internal website navigation.
Further, they are targeting certain types of interstitials including:
Does this mean that you should outlaw the use of interstitial marketing in your practice? Well, not necessarily. Our SEO experts have been aware of the negative impact pop-up advertising can have on the user experience and SEO for some time and back in August they set up certain guidelines for using them with our clients. Their advice? Only use interstitials on a website when it is to promote an event, a sale or some promotion that is out of the ordinary and limited in time. The interstitial should also have a purpose, like a login screen or an email capture. Sometimes, after all, you do want to get website visitor’s attention.
Our SEO experts have also pointed out that interstitials that are in response to a legal obligation (such as for cookie usage or age verification) or banners that use a reasonable amount of screen space and are easily dismissible are not included in the penalty.
Online marketing can be complicated, but you don’t have to understand all of the nitty gritty of SEO yourself. Leave it to the experts! Contact Daniel today at email@example.com or (412) 532-6542.
2016 may have been the year of so-so social media for your practice but that ends today. In 2017 you can boost your social media marketing, creating more engagement and exposure for your practice page.
In the last post I discussed the importance of a high quality practice logo and what you should consider when conceptualizing your design. Once that is done, you are ready to create your logo.
There are a number of routes you can take for logo creation, spanning from submitting your ideas to relatively cheap design contest sites or crowdsource marketplaces to hiring a professional designer that will work with you to develop a design.
When deciding which route to go you want to consider that sometimes you get what you pay for, although there are situations in which you can get a fantastic logo created without breaking the bank- if you know what you need. Here is some information to consider before you move ahead...
What you need to know about Design Contest/Crowdsource Marketplace Sites
While you can get a really cheap logo created from an design contest or crowdsource marketplace site like Fiverr or Design Crowd, you have to know what to look for. Some of these companies can take advantage of eager patrons who are design novices and sell you something that they aren’t really providing. While we know of positive experiences, we have seen clients who have ordered a custom logo, waited weeks and then received a re-sold stock logo instead. Many business owners don’t know how to recognize the difference.
If you are going to use a site like this, it is important to know what you are looking for to ensure that you are actually getting a real customized logo rather than a fake one generated off a free site. You also need to make sure that they provide a design that can be used for print as well as online. We have seen practices order a logo that is not suitable for print and then need to redesign the logo anyway.
If you are looking to save money and are prepared to go this route, other sites such as Crowd Spring, Design Crowd, Dribble, and 99Designs are also options you might want to look into. You can also check out sites like The Crowder which compares these sites and helps you to determine the parameters you want to look for in choosing one.
Hiring a Professional
If you can afford it, it is worth the investment to go with a high quality logo created by a local graphic designer who you can talk to and get faster and better results. When you hire a designer they take the time to get to know your practice and create a logo that really distinguishes you and captures your brand. They are able to speak to you, get to know your culture and incorporate that essence into your logo. You can also work in tandem until you find something you like based on your designer’s creativity.
To determine how much of an investment this will be, check out How Much to Make a Logo, a site that includes a calculator to show you the amount of work it takes and how much it costs to design a quality logo. Behance is another similar (and expensive) option. These sites enable you to enter in the parameters you are seeking in branding and logo creation so you can get an accurate assessment of how much the process will cost.
If you are practice trying to brand or rebrand yourself, why settle for a low quality logo when you can make a real impression? Spend time in advance to decide what you are looking for and how you plan to use the logo. Then decide on your budget. Just remember, in this case, skimping may end up costing you more in the long run.
Tags: logos, branding
Part 1: Conceptualizing Your Eye Care Logo
Designing a quality logo is an important part of marketing and branding your practice. Your logo is your visual identity representing your practice to the outside world. It is an instant representation of what your practice stands for and will come to create an association in the mind of your patients and potential customers. It is also often the first impression you will make on potential patients, so it is important to put a lot of thought behind it.
In the last post, I reviewed some of the legal considerations involved with responding to negative patient reviews in light of HIPAA compliance and as you can see, it’s clearly not a simple matter. So, given these issues how should a practitioner respond to an unhappy client that feels the need to share his sentiments with potential new patients on the Internet?
Here’s a scenario: A practice gets a scathing online review by an unhappy patient. The doctor writes a polite response explaining her side of the story and offering an apology for the misunderstanding. The patient sues the doctor for violating his confidentiality. It’s what nightmares are made of.
We’ve been pressing the importance of mobile for some time now, but you don’t have to take my word for it. In Google’s own words, “The world’s gone mobile. Now it’s your turn.” Many practice owners have received the email below from Google which includes a link to test your site for mobile friendliness and speed. Clearly it’s time to get serious about mobile.
There’s big news out of Google this week, and it means more work, or more expenditure for local businesses. The 3-pack of local search results is going to be reduced to only 2 organic (non-paid) listings plus a paid listing (ad), meaning there will be one less spot for organic results (making it 33% harder to obtain a free listing on the first page).
Noticed anything different in your Google search lately? A subtle yet significant change is being tested by the mega company right now - the font color of the search results.
We have had a number of ODs ask us about solicitation calls they received from SEO companies that claim they are Google Partners and that as such, a Google employee had “joined" the call. The callers implied that because they were “in” with Google, they could have a bigger impact on SEO and Google ranking.