What Dental Practice SEO Metrics Should You Be Tracking?
SEO matters. You don’t need me to tell you that – although I certainly have told you all about it! Understanding the importance of SEO is one thing, but knowing what to do with your SEO metrics is another. With so many metrics to choose from, how do you know where to put your focus?
That’s where I come in. It’s a lot to ask any dental practice owner to learn everything there is to know about SEO. It’s a complex topic. But here are the SEO metrics that you really should be tracking, even if you don’t have time for anything else.
Organic Traffic
The traffic your website generates is the lifeblood of your business online. If your site doesn’t attract new visitors, it’s a sure sign that your SEO isn’t doing what it should.
Organic traffic is all the traffic you don’t pay for – in other words, it’s traffic you get because someone searched for a keyword on Google and then clicked on your link. You need to track organic traffic using Google Analytics because it’s a good barometer of your SEO in general.
Your Target Keywords
What are the keywords you want people to use to find you? Tracking their search volume and variations on them can help you target them on your website. A tool such as Keywords Everywhere is a good place to start.
The Keywords You Already Rank For
How are people finding your website now? Whether you meant to target them or not, there are keywords that earn your website a first-page spot on Google. Knowing what they are is essential if you want to fine-tune your SEO. The best tool for the job is Google Search Console.
Backlinks
Backlinks are still a huge factor in SEO. A site that has an array of high-quality backlinks is always going to rank higher on Google than a site with few or low-quality backlinks. Track your backlinks via Google Search Console, and spy on competitors using SEMRush or Moz.
Page Speed
Page speed is a ranking factor on both desktop and mobile. Slow-loading pages frustrate users and signal poor quality to Google. Use Google’s PageSpeed Insights to benchmark and improve your score.
Bounce Rate
Your bounce rate is the percentage of visitors who leave your website without taking any action. A high bounce rate tells you that something isn’t working – whether it’s the content, the design, or the user experience.
Conversion Rate
Ultimately, all your SEO efforts are aimed at driving patients to your website and getting them to take an action – whether that’s calling you, booking an appointment, or filling out a form. Tracking your conversion rate tells you how well your website is doing its job.
