For the past 15 years I've been a staunch believer that monthly website work (other than updating WordPress and adding new content as needed) is generally not necessary. However, Google's recent changes including their strong push for local businesses to optimize and engage with their Google My Business profile have forced me to adjust our company's approach, as I now believe that some type of monthly marketing management is often necessary in order for a business to stay competitive online.
I discuss our monthly approach to Google My Business in the link referenced above, so I won't repeat it here other than to say that keeping your Google My Business (GMB) profile up to date and completely filled out is very important, as is making sure your business' citations are consistent, and that you are frequently posting on your GMB profile.
For the past 15 years I've also been very outspoken in that I do not believe that monthly SEO services are necessary, and that a one-time SEO campaign may be adequate for many dental, medical, and other small business websites. Ultimately, in 2022, the factors that determine whether a website needs ongoing SEO services depend upon what goals the business has set for the SEO campaign, and if these goals have been reached.
Moving forward, once any technical SEO shortcomings have been analyzed and addressed, and the competitor keyword gap has been researched (keywords where your competitors rank but you don't), the bread and butter of SEO still consists of content marketing and link building. Thus, the length of time that a SEO campaign lasts depends upon the businesses' level of competition and the number of opportunities that exist for content production and link building. Accordingly, a small business with a simple website in a rural area with few competitors needs "less SEO" than a business with significant competition in a large city.
One of the major problems with deciding whether or not a dental or medical practice needs monthly services is that the list of what services "are necessary" is often unclear. Some practices need certain services on a monthly basis, while other practices may need different services or additional services depending upon their unique needs and/or what they want to handle on their own, in-house. Thus, the challenge for any agency is figuring out how to provide each client with the exact set of services and features they need vs. the alternative of simply requiring all clients to purchase the same all inclusive package of services for the same contracted term. And as you might expect, we picked the first approach. 🙂
As we did when we designed our website development packages, we determined what Google My Business (Local SEO) and Traditional SEO services and features were absolutely critical for online success and which were optional, and built our two offerings based upon this grouping.
With the above philosophy in mind, we decided to offer our SEO Services via a Sprint model so that our clients can purchase as much or as little "SEO" as they need. The decision about "how much SEO one needs" comes down to how much content and how many links a business wants to build in order to compete with the competition or reach a particular new client or new patient goal.
Our Sprint model is a brand-new process, and we are working on building out a page that goes into Sprint model in great detail. But for now, here is a brief summary of the process:
With the track & field example in mind, an SEO sprint is a rapid, focused iteration of a set of tasks or procedures designed to accomplish a defined set of goals. We currently offer three SEO Sprints:
Every business needs to start with a Strategy Sprint as it's the blueprint for the entire SEO process. But when it comes to the Content and Link Sprints, our clients have tremendous flexibility. We prioritize what content and what links need to be addressed first, and take care of these pressing assets first. We then work with you to determine if we need to continue to iterate more content and more links (based upon the research we've done in the Strategy Sprint) or to take a break and resume producing more content and links at a later time. In this manner, our clients get only the SEO that they need and only the SEO they want.
If you are curious to learn about our SEO Sprint Model or have any questions about the SEO process, please get in touch.