Yes, Google dictates what we put on your practice website and if it changes the rules, we change with it

Up until the beginning of last year, I was including a list of keywords on all the practice websites I was building.

These were important features in the ‘old search engine optimisation‘ of any website.

Google

This involved a list of the most commonly used keywords and keyword combinations relating to the particular practice and its location.

Practices would send me long lists of possible words and word combinations that they imagined clients would Google to find them. I used to diligently add these into the background of the site; even adding in the incorrect spelling of veterinary (to vetinary) to ensure no keywords were left out.

Google is now using a new algorithm to search websites and classify them called Rankbrain – not the nicest name, but the rules have changed. What is Rankbrain?

Even worse, any website that has the list of keywords is now being penalised by Google and moves down the rankings, so Vetwebsite has had to revisit every page of each website that they maintain to address this change and delete them from the code.

Reciprocal links have always been the buzz word for search engine optimisation of any site and Google has now changed with the trend of social media and the best reciprocal link that a practice website can now have is to its very own active social media site – Facebook being the main one.

Google is still struggling with their own social media sites – Google Plus. Vetwebsites will provide valuable links to every practice Google Plus page, but Google has yet to organise them properly as Google Plus pages are tricky to manage.

Arielle BVSc MRCVS

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