A new website for Farhoumand Dental presents an interesting SEO challenge
Two friends of mine, my dentist Foad Farhoumand, DDS and his sister Farah Farhoumand, DDS, hired TNT Dental to design a new website for their Farhoumand Dental Practice and to rewrite the content for it. They asked me to assist them with implementing a coherent social media strategy and search engine optimization in order to address an interesting SEO challenge made apparent with the launch of their new website.
Google’s Hummingbird update presents an SEO challenge for small business
With the recent Hummingbird update of the Google Search Engine algorithm, the challenges for any small business are very real. In the case of Farhoumand Dental, the new changes translate into actual business loss.
Google generates the information in the right hand box automatically, pulling it from all over the web — in this case the dental practice’s old website and its old Google + page. The problem is that the phone number listed is old, currently incorrect, and is in fact the phone for the newly minted competitor, Avanti Dentistry, which until recently was part of the original Farhoumand Dental Practice. This presents a real business problem because old and new customers are mislead to call the competitor, leading to actual loss of business. Herewith comes the value of search engine optimization!
SEO experts willingly share their knowledge and expertise
As always, the web is a wonderful source of knowledge. Just as during my early web development days back in the ancient 1995, nowadays there are still generous professionals willing to share their knowledge and expertise. Among many others on Search Engine Land’s LinkedIn forum and Moz Community, several SEO experts shared practical suggestions, among which I am quoting Randy Tallman‘s:
I believe you are dealing with an issue of identity changes. This can be complex, but can be dealt with by integrating SEO strategy to enable the new site being found. The following are some things to consider. There are more, and hopefully other help will come forward with other strategies.
1. Purchase the alternate domains that are like the original domain, such as .net or others. Point the .net domain over to the new site. (In the future build a landing page for the .net site though.)
2. Be sure to use the original name in the Title, Description and Content on the page (near the top of content). This will enable you to obtain positioning organically.
3. If you can, blog about the transformation — as search engines love Blogs. If you add the appropriate content which your clients are searching for on a consistent basis, you may be able to move your position to the top in time.
4. Reach out to your prior clients, and ask them to get the message out to others.
5. Connect with Social Media where your clients most likely hang out.
6. You may want to have similar page names to the old site which are optimized as much as possible to bring them to the new site.
I wish you the best in your transformations.
I will be tracking on this blog the adventure of optimizing the new Farhoumand Dental website for the search engine as well as user experience.