Just when you thought that you were getting to grips with ranking your clinic website in Google’s local search, Google has gone and made some alterations to the algorithm.
Currently when you search for a local term such as “chiropractor Melbourne” Google will normally deliver a map-based result that has all the local clinics listed with a map specifying their location on the side. Most practices have found that it is essential for the clinic to be included in those map results.
This new algorithm update by Google, called by many within the industry the “pigeon update”, alters the search results by removing map-based results for many search terms. This means that when people search in your particular area they may no longer be presented with map-based results.
A second aspect of the algorithm update suggests that website listings in the search results may now be based more on what are known as traditional web search ranking signals. Put plainly that means that your results in the search engines may be more to do with things such as domain authority, the number of back links to your website, and other on page and off page factors.
The third aspect of the algorithm change has seen that many web directories, such as Yelp, have benefited from improved search engine rankings. This is at odds with Google’s previous trend where they tended to prefer listings from actual businesses. It is therefore essential to ensure that your clinic is listed within the main website directories. In Australia they will be things like Health Engine, Yelp, and True Local.
This so-called pigeon update was released in the United States on 24 July. As far as we are aware that it has not been rolled out in Australia or the United Kingdom yet, but it is only a matter of time until we see some changes here. Now would be an excellent time to do an audit of you digital marketing strategy.
If you are one of our existing clients there is no need to taking action as we will be adjusting your strategy accordingly. If you would like us to do a audit your digital marketing strategy make an enquiry by clicking this link here.