VIDEO: Preserving domain authority key for Google’s algorithm
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In this Healio Video Perspective, Cynthia Matossian, MD, FACS, and David Evans, PhD, MBA, share pearls on how to successfully navigate Google’s algorithm when marketing an ophthalmology practice.
According to Evans, the most important factors for standing out in Google’s search algorithm include establishing domain authority, building an offline brand, expanding a practice’s brand and increasing a website’s click-through rate.
“[Domain authority] is another key factor in today’s very fluid ophthalmology environment where many practices are merging or being bought out by private equity in that sometimes they give up their domain,” Evans said. “They really shouldn’t because good marketing companies can salvage the domain authority and use that to help build your traffic going forward.”
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