It’s Also Not About You
The best dentists invest time and money in building dental skills, adding technology, training their team, and even creating a chic atmosphere in their physical office. Naturally, they want the world to know that they are different, so they start to promote these differences in their marketing. They want to showcase the differences on their website’s home page, and if content feels too ‘generic’ because it doesn’t exude their own style, some offices with more marketing training will say that it is ‘off-brand’.
They might be right. It’s their brand, after all. But I have to question the value of a dental office brand if it is more effective at stroking a dental office’s ego than driving business to the practice. What good is it if only certain individuals know about it because the brand mandates marketing and advertising tactics that are contrary to the best practices of the mediums that carry the brand’s message?
Imagine a designer fragrance brand insisting that it advertise on the radio but that its only commercial is 29 seconds of silence followed by their brand name whispered in a foreign language. The marketing team might pat themselves on the back for the radio spot’s unique nature and how it underscores the pure and understated beauty of the product. I would be willing to bet that radio stations and streaming services would refuse to air it. It wouldn’t serve the goal of their services, which is to keep their audiences engaged. It doesn’t matter if the advertiser is willing to pay for the spot if it breaks their service.
Google feels this way about websites that are difficult to use or that don’t solve the Google user’s problem. At its core, Google is still a search engine. If your website is only truly relevant to one keyword phrase, that being the name of your dentist or dental practice, then it won’t rank well for the non-branded search phrases that Google’s users enter to find the answers and services they need to solve their dental problems.
Why? Google doesn’t want to give its users the internet search result equivalent of radio silence. Radio stations don’t like dead air because people will change the channel. Streaming services would rather play the next song without a commercial than to risk a user believing that their app is broken and launching the competitor’s app. Google doesn’t want to showcase a website that makes a user frustrated or just unimpressed because they don’t know if you can help them. If that happens, Google is afraid that next time, you’ll try Bing or Duck Duck Go instead of Google.