Is Google Forcing Us to Pay for Search Results?

Is Google Forcing Us to Pay for Search Results?

There’s not much that is absolutely certain in practice marketing strategy, but one certainty is Google is constantly changing. Therefore, effective online marketing strategies to promote your practice may work for months or even years and then suddenly become obsolete.  Over the past few months, Google has made significant changes in the search results that will have such an impact on online marketing for your practice. 

Once upon a time, Google search results were displayed by what was known as the “7-Pack” — a layout of search results including seven organic (non-paid) search results placed prominently on the page.  For local results — such as an eye care clinic — the results would also be pinned on a map to the side. Results from number eight and on required the user to scroll down the page or click to the next page, making landing a spot in the 7-Pack a top priority.

Then, at some point, the 7-Pack was reduced to three, making those coveted spots even harder to obtain. Now, in the past few months, Google has further reduced the organic search results page to include only two organic results along with a paid ad.  This means there is one less spot for organic results, making it 33 percent harder to obtain a free listing on the first page.

What Does This Mean for Your Practice?

First of all, let’s distinguish between organic and paid search results:

  • Organic results, as stated above, are free listings that are obtained through search engine optimization. 
  • Paid search results are based on Google Advertising, which is an entirely different process of online marketing, and involves paying Google for strategic ad placement. Google Ads can definitely be an effective strategy for enhancing your online presence and getting new patients, but it does need to be budgeted into your marketing spending.

Google has steadily been reducing the number of page one organic listings — now down to two from seven — in favor of paid ads, a move that is clearly profit-driven for the monster company. 

How Does This Change Impact Your Online Marketing?

First of all, don’t go writing off your SEO (search engine optimization) company. In fact, SEO is even more critical now since there are fewer local spots available on the first page. It’s time to ramp up your SEO, especially if you are in a highly competitive area.

Secondly, Google Ads (Adwords Pay Per Click or PPC advertising) is a strategy that is becoming more relevant, given that now paid ads will be included in the top three listings on page one. This is actually good news for many practices because it means if you have heavy competition for organic search, you might be able to outbid other local practices and still rank on the first page of the search results. 

Remember, SEO is a process that takes time and ongoing effort so it is important to be patient and not expect overnight results. Nevertheless, it is important to find a reputable SEO and online marketing expert that is up to date on all of the constant changes taking place. 

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