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How Do You Get New Clients to Your Website? You Get on Page One of Google
What's the big deal about the first page?
With the advent of the internet, our culture has shifted even more toward immediate gratification. People no longer take the time to read thoroughly. Instead they scan, skimming for what they need.
It's rare for people to look beyond the first or second page. Even if they are not aware that Google tries to put the most relevant matches to their search closest to the top, they know it intuitively and from experience. "If it's not on the first page, it probably won't be on the second. So don't even bother clicking," is the rationale.
When people need information, services or support, they usually go to the internet. And when they're searching for help, they usually use Google or another search engine - maybe Yahoo. They type in what they need, for example, "counselor for ADHD." A few seconds later they see a list of search results.
This particular search resulted in over 375,000 listings. So why did ten of them make the first page?
Google has sophisticated software to look for the web pages that are the most relevant to the user's search terms or keywords ("counselor for ADHD" in this case). Google uses many different factors to determine whether a web page is relevant. These include everything from how long the website has been active (indicating stability) to how closely the search terms are matched on the page.
What's the difference between the results on the left and the ones on the right?
The results on the left are called "organic." They appear just because Google thinks they are relevant and useful to the person who is searching. The people who own those websites don't have to pay to show up on the left. They just have to provide good, relevant content.
The results that appear on the right are called "Sponsored Links." These results appear because the owners of these websites are willing to pay a fee any time someone clicks their link. In Google, the sponsored links are also called Pay-Per-Click ads or sometimes called AdWords - after the program that is used to create them.
Why pay for a sponsored link?
When your website is new, it can be useful to pay for sponsored links for a while, until your site gains credibility, popularity and enough relevance to appear on the first page of search results organically.
What's the big deal about the first page?
With the advent of the internet, our culture has shifted even more toward immediate gratification. People no longer take the time to read thoroughly. Instead they scan, skimming for what they need.
So what do I do to get on the first page?
If you don't have a website, begin working on one. If you have a site, begin thinking about revisions. Read up on website optimization - also called search engine optimization. Or take a class. You don't have to design the site yourself, but you should actively participate in creating the content. The site should be a reflection of you and your work. It should also reflect your ideal client - who they are, what they need help with, and how you can provide that help.
Summary
- Make your content relevant to the kinds of searches your clients are most likely to do.
- Ensure the longevity and stability of your domain name.
- Use AdWords to bring traffic to your site and increase it’s popularity.
- List your website on as many paid directories as you can afford (go to www.therapy-marketing.com/resources.html for places to list your practice).
- Differentiate your services from your competitors. Since there is only so much space on page one, you have to find a great niche.
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