Google is changing, and we’re here to keep you updated! In this episode of Dental Marketing Mastery, we talk about Google update on review gating, the new SSL changes, updating your website, and more.

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Podcast Highlights:

  • What is review gating?
  • Google update on review gating
  • NPI Crusader™
  • Companies that have their own review sites
  • SSL security change
  • What is SSL security?
  • What happens if you don’t have it?
  • When is the deadline?
  • How do you get your certificate?
  • Updating your website
  • How often should you update your website?
  • What if you have multiple locations?

Podcast Transcription:

Hello, and welcome once again to the Dental Marketing Mastery series. This podcast is brought to you by and New Patients Incorporated. I’m Howie Horrocks, the Founder of New Patients Incorporated, along with me once again, as my friend and partner and the President of New Patients Incorporated, Mark Dilatush.

Howie: Welcome once again to our podcast. It’s great to have you and how you doing mark you just got back from Maine, didn’t you?

Mark:  I did. And the dragonflies were hatched and they were but no black flies, thankfully

Howie: awesome Yeah. It’s great mother nature balance.

Mark: If you have ever been in Maine in the spring, and there’s about a five-week period somewhere in there between ice out and when the dragonflies hatch, which is black fly season, basically in Maine. And you just don’t go outside. You just you just basically you just stay inside. Because they’re like flying Parana. Right. Yeah. Yeah. And then yeah. And then the dragon flies hatch and you can hear the, with the trumpet, like the almost military trumpet music, right, coming from the water’s edge. Here they come like little helicopters eating and munching the black flies. It’s

Howie: great. Oh, it’s a wonderful thing.

Mark: It’s a wonderful thing. Yeah.

Howie: All right. Well, today, we’re going to talk about recent Google update and generally all things related to what you should be paying attention to now, in the digital world, right?

Mark: Yeah, almost. Yeah, it’s all online. Okay, let’s start with the one that seems to be seems to be dominating the conversations online. The first Google update is for review consolidators not to gate the review. So let’s first let me define what a gate is. Yeah, that’s key, right? The gate is, um, you send an email or a text to your patient, the patient clicks the link. The link says, were you happy with today’s visit? Or were you not? If they click where you happy, then what it should do is it should take you to their Google business page, fire up a five star review and put the cursor in the text area where they can just start writing their wonderful story about how great your practices.

If they don’t click, you were happy, they were happy with the visit, they were sad with the visit. Normally, it would go to a place that looks like they’re leaving a review, allow them to type in their anger, disappointment or what have you, and then loop that feedback back to the dentist, Directly, not up to the review platform. Well, Google wants to maintain the sanctity of the review and believes that gaining the reviews does not do that. And so they want they want these the gating to stop. Okay, so as most of you know, who listen to this, we have a product called NPI Crusader. And it’s already taken care of that. We’ve had doctors call and say, you know, why do I you know, if you’re not going to gate my reviews, and understandably so because they, they want to minimize any negativity,

Howie: Right

Mark: That they get, you’re still going to get alerted to if somebody clicks not so happy. Right, you’re still going to get the alert, you’re still going to know that this patient, this phone number clicked, they weren’t so happy, does give you an opportunity to reach out to of the patient right away. It also gives you an opportunity to follow up after the fact. So it’s not gone, the gating is not the gating is gone. Now according to you know, Google update, and Google’s definition of gating is gone.

So now, if they hit I was very satisfied, it’s going to fire up the Google business page, click five stars and have them type in a response. If they weren’t so happy, it’s going to give them a choice of review sites that they can select from. Okay, it’s not going to do everything for them. But it’s going to give them a list of review sites that they can select. It’s also going to give them an option to leave the feedback with the office. So it’s going to give the patient the option. Okay. So far, we have seen any more bad reviews come through, because people who are pissed off that you’re really if you can’t really stop them, then go home fire up Google review and just leave you a bad review.

Howie: Yeah, you can’t

Mark: kill mount a gating is going to stop a human being from doing that.

Howie: Right.

Mark: But Google update wanted it removed. So we removed it from NPI Crusader now it’s my belief, what they were really aiming at. Were the companies that have their own review sites.

Howie: Yes.

Mark: Well, NPI Crusader doesn’t have its own review site. And the only reviews go on to Google, or maybe Facebook, maybe Yelp if you have a premium account, but that’s it. Right? Those are the high value review sites, right, Facebook and Google. And Yelp in California, if you have a premium listing. So anyway, we don’t have a, you know, we don’t have market how we review com review. Okay, that, that we can hold hostage over your head so that you keep paying us every month? We don’t? We don’t have that. Um, but many of you listening to this are sitting there going, huh? My have a company that does have one of those. So those are the companies that Google’s really wanting to stop.

Howie: They kind of want to nip competition in the bud. Right.

Mark: Right. Well, yeah, I mean, pretty much I mean, everybody. And it makes sense. It makes sense. From an anti spamming standpoint, from Google update standpoint, it also makes sense from a competitive standpoint, Google wants to maintain

Howie: yeah integrity,

Mark: the integrity of what a review is, and they want to make maintain their popularity on what a surfer actually looks at. and gives credence to from a review standpoint.

Howie: Yeah, it makes perfect sense.

Mark: Right? Like, it makes perfect sense. They don’t want it together, go to emptysquatsreviews. com, they want the consumer to get used to just simply looking at the number of reviews, looking at the stars 4.8 and having the potential new customer make a very quick decision based on microscopic amounts of information. And they want it to be Google branded. Okay, so that’s why they’re doing it. That’s what they’re doing. And if you’re an NPI Crusader, client, you don’t have to do anything. Just keep on being the dentist.

Howie: On keep on keeping on.

Mark: Right. Okay, so that’s the Google update on review change. Google also has an SSL has a security change.

Howie: Yeah, SSL certificates, right.

Mark: And whether or not you have a website through NPI, or you have a new website through NPI, or an old website doesn’t matter. Or maybe you have a website through Tom, Dick, and Harry’s website company, Google is going to look for what’s called an SSL security. Authentication on your website, like I think

Howie: It stands for secure socket layer.

Mark: Yeah, it’s like basically, it’s like, it’s like a number. Okay, like an account number, they’re going to look for the SSL certificate, it’s called on your website, when they when they crawl your website. In other words, Google goes out and copies your website brings it back looks at it, they’re going to be looking for that certificate from now on. And if they don’t find that certificate, they’re going to automatically mark your website as potentially unsafe, which would be bad. So well.

Howie: I mean, if it’s not unsafe,

Mark: yeah, no, it’s well, it’s not good. Okay. I agree. It’s not good. It’s potentially bad. For people with their phones, or tablets or their PCs who have on there’s a little setting in there. Whether you can get the notification for the we’re, it’s like an interrupted screen that says this website might not be safe.

Howie: Yeah.

Mark: So if you have that mark off to do that, on your phone, or your tablet or your PC, potential new patients are going to get that when they visit a site that does not have an SSL certificate. So you might imagine, all of us here at NPI, if it’s one of our websites that we’ve done for you, or a young website, new web, old, whatever, and you haven’t done it yet, do it? And if it’s not one of our websites, and you’re just, you know, you’re not a client, and you’re your client or somebody else’s, get on the phone, talk to them, see what you gotta do to get an SSL certificate. Okay.

Howie: And it’s in a sound like, you’ve got a long time. I think they set the deadline, July next month.

Mark: So, right, okay. But before everybody, you know, kind of runs off into the woods screaming, okay, this is not a terrible process. And it’s not expensive.

Howie: No,

Mark: guys, this is, it’s a phone call. And I don’t know, I, I honestly don’t know, it’s like 810 bucks. It’s not. You know, it’s not onerous, but it’s definitely something you should attend to.

Howie: Very good. We’re gonna take a short break here. Don’t go away. And we’ll be back to wrap this session up. Thank you. We’ll be right back.

Hey Mark, we should tell people about this new product, we have NPI command. Ah, well, new, probably new to the podcast listeners, but not new to the customers who use it. So let me go through on the finer points. NPI command is a system we use. It’s an artificial intelligence system that creates decisions on where dentists, our clients should put their paper Click money when they do Google Pay Per Click ad campaigns. If you’re someone who’s already done them, you’re probably frustrated by the cost of the negative clicks.

Well, if there’s an artificial intelligence platform, monitoring your negative clicks, you can see immediately how doing these on an artificial intelligence platform will allow for a faster build, and the faster allocation of the advertising money to the places that are bringing in good clicks. Because with every PPC campaign, there’s sources of bad clicks and sources of good clicks. And the whole idea is to throw all your money in the good ones and pull your money from the bad ones. So NPI command is our PPC department. And it’s not just an department of humans, it’s an artificial intelligence platform as well.

Howie: Alright, we are back Mark, we’re talking about the digital world stuff,

Mark: Digital world stuff, we have three other things to talk about updating your dental clinic website, multi location websites, and Google business pages and, and the confusion that’s out there. Um, and how that all works in with online dental scheduling. So let’s go back to updating your dental clinic website.

I’ll just put this the best way I know how, if you’re if you have an iPhone or a android in your pocket that is less than the number six it’s probably been, you know, four or five years, since you’ve updated your phone, you probably should update your phone. If it’s been four or five years, since you updated your website, you should probably have a new website. Um, this comes at a shock to some people, not just dentist other business owners to Well, I mean, we’re doing our when is our new ones due to be released in like five days, right? Four days, five days, something like that.

Howie: Yeah,

Mark: This is our probably fifth version. Oh, website?

Howie: I’d say more like eight. I mean, that is just one eight years forever,

Mark: Right? Almost never doesn’t happen. Right? And we are always, and we have literally dozens and dozens and dozens of pages to our website, good solid dental websites, maybe have 19 or 20 pages. Um, so don’t let it shock you. If you’re redoing your website every four or five years? And let me let me tell you why. Primarily, the reason why primarily, not completely, but primarily, is because new technologies are made available to web developers all the time. Nobody knows. Instance, in March of 2019, what cool new web developing tools going to be made available to web developers? Nobody knows that. Because it’s not March 2019 yet.

Okay, so we’re just after March of 2018. So in March of 2019, rolls around, and all of a sudden, web developers can do X and Y, and Z. And here’s how it’s going to benefit you as a dental as a dentist, and here’s how it’s going to be well, to present your case to a potential new customer or a new patient, this is really going to be effective as a communication tool, you’re going to want to use that in April of 2019, you’re not going to want to wait until 2024. Okay.

So we’ve even been toying around with the idea of just having some kind of a like a maintenance fee or something in every 48. And just building a darn new website for people just would not be cool. I think we should do that. Anyway, on that way, every 40-48 months, 48 to 60 months. I mean, you should always take a fresh look at your website, things change your office hours, the people at your front desk, the assistants, the hygienists,

Howie: Your offerings,

Mark: Offerings, you may have gone on a mission trip and or you know, you may have devoted a certain number of hours to a certain charity, you may have run a five k remedy or so many things, right. that are, you know, that keep everything? Not, you know, not to mention adding a satellite office or having a third or fourth or sixth or eighth office.

I mean, there’s a whole bunch of things going on within your website that are there continual I mean, they don’t it’s not something that you just say, Oh, thank God, I just finished my website. Now I’m done from my career, know how it works guy, they just, they keep evolving right over time. And it’s not, it’s not that hundred bucks a month, 120 bucks a month and get a you know, get a new dental clinic website every four or five years. It’s not. It’s not a cost prohibitive thing, right.

So whether you got your website through us, or you get it through somebody else, that’s fine. Just I’m just letting you know that, you know, things like the Google SSL certificate, right? I mean, there’s some old website, old dental websites where you can do that. Right. So there’s, there’s things out there that are changing all the time that you may or may not be aware of, it’s not your job to be aware of them, that really help. The websites become more interactive, more user interface friendly, more. Like you look at, you look at websites now and they’re very minimalistic.

You know, it’s kind of a lot of space, couple options, just a few things to show you. And every one of those things as, as websites evolve are all new tools that didn’t exist, you know, maybe even six months ago. So as these new tools are available, you’re going to want to take advantage of them. And the cost is like I said, it’s not definitely not prohibitive from a cost standpoint to have an engaging up to date, website, solid SEO for the rest of your career.

It’s just not I mean, people make it that way, but doesn’t have to be. So that’s my point about updating your website. Another phenomenon, we’re seeing a lot of our dentists with multiple offices. And invariably, the conversation comes down to Well, I have multiple offices there within 10 or 15, or 17, or 18 or 21 miles of each other. I’m just going to build one website and stick to practice locations and two maps on it. Okay. Because drumroll parolees, they think it’s cheaper.

Howie: Okay, well, what’s wrong with that?

Mark: Yeah, right, right. Okay, so there’s nothing wrong with cheaper, and another one with less expensive, there’s nothing wrong with any of that. The problem is, is that if you’ve purchased anything with your phone, or anything through your tablet, anything through your laptop, and you’ve typed in dentist near me, or pizza near me, or Italian food or sushi near me or anything in your phone, you know how incredibly geo location centric search has gotten over the years.

So now imagine you have two practices, five practices, seven practices, nine, or whatever the number is, and I don’t care if they’re three miles apart, you need a website for each one of those products. This is if you want to get geo located NGO found, okay, need a web URL for each one of those locations? Because let’s go all the way back to the beginning of this conversation with reviews, because each one of those websites is going to want to have its own Google business page. its own Google reviews. So you’re going to want to have a separate website, a separate Google business account, separate reviews for every one of those locations. Now initially, is that the cheapest thing you can do? No problem. But what’s the cost of not getting that organic traffic?

Howie: Yeah, there’s that’s the real cost.

Mark: That’s the real cost. Okay. And, and I mean, I get it, I understand it. Right. But the, everyone will tell, you know, while everyone, everyone who’s not trying to sell you something, okay. Well, we’ll tell you that if you want to do it, right, not the cheapest. But if you want to do it right, you will have a website for every one of those locations, and a business page. And honestly a Facebook page for every one of those office locations.

Now, here’s how it goes dovetails in with online dental appointment scheduling, the online scheduling through local med, you can it’ll actually adapt either way, you can have one office if you want. And then have all the locations listed in that one website, if you want, and the platform is smart enough to be able to have the user choose which location and then they choose which provider at that location. So in other words, it’s smart. But it’s also smart enough to do it all individually. And then still allow the owner to review the results for the whole enterprise rather than just, you know, each well, it’ll do both, it’ll do each individual office and it’ll do enterprise wide.

So anyway, so that’s where the online scheduling dovetails in, you don’t have multiple websites just for online search and organic search. You also should really make it easier for your customers from an online scheduling standpoint. To have separate websites, you can also have this is the best, best, best way individual websites that all reference the other websites. Yeah, great, because people work sometimes 20 minutes from where they live. sometimes they’d rather go to the dentist at lunch where they work.

Howie: Right?

Mark: Right. But they weren’t even aware you had another office. Right? Okay, where you might have their records, or they may have your records. So anyway, I don’t want to confuse you. But we’re seeing this more and more and more not so much with, you know, 10-15 offices, but quite a few doctors will call this I have two to six offices, let’s say. And, you know, this is confusing me, I’m on one hand, I want to do a template website with all six of my offices on it and spend money once. On the other hand, I got these people telling me that I really should have a separate website for each location. We are both going to be on the side of Yes, you want one for each location. And those are the reasons you want one for each location.

Howie: Right. Well, I think that about wraps it up for today, don’t you mark?

Mark: I do.

Howie: Yeah, that was a full of fun facts. I was I learned some things to thank you. So until next week, we want to thank you for being out there in our listening audience. And we’ll look forward to speaking with you again soon. I know.

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