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Google is constantly seeking ways to improve search for its clients. The search company that can provide the best search gets the most eyeballs and as a result is able to derive the most money from advertising dollars. Keeping track of these algorithm changes is important to your efforts in search optimization for your optical business.

In the past, search companies responded to a query based on the number of times keywords that matched the query showed up in the content and the number of times the content was “linked” to other content relevant to the same query elsewhere on the web. This model was effective to a point, but since anyone can post content on any topic, a query for a specific term like “optical” is less likely to provide the specific search result you hoped to achieve. People learned how to “game” the system by creating keyword rich content, even if they weren’t experts in the area they were writing about. They did this to drive eyeballs to their pages where they often would push other advertising. Over the past year, Google and other search companies have adjusted their algorithm to improve the search experience for the user. Gone are the days where content is the most important factor in raising your profile.

Two weeks ago, Google announced it is starting to emphasize authorship as a signal in elevating content for keyword specific searches. Google bots will now identify people online who are recognized authorities for any given search term, and their authority is determined by the content they are credited with authoring. For instance, if you are the author of lots of eye related content, Google decided that it is likely that when you write something that contains a specific keyword, it is high level, relevant content to certain eyecare related queries. This applies to social media in the sense that if you are out there with a Facebook page about eyecare and interacting with an audience, or tweet on Twitter about eyecare, you are viewed more as an authoritative figure on the internet. Thus, blogging, Facebooking, tweeting and writing online in general about eye and vision care issues elevates your position in searches for people searching eyecare in your geographical area. A great tool to measure your influence online as measured by your social media interaction is Klout.com (see “The Conversation, Lesson 36”)

In my book “Searchial Marketing; How Social Media Drives Search Optimization in Web 3.0”), I created ‘Glazier’s Rule’ which states - “There is no limit to the amount of content you can create and publish, as long as it has more value to your readers than to your business.” This recent algorithm change made content creation even more important, so be sure you are out there blogging about eyes and involve yourself in the social media conversation surrounding eyecare and your practice if you want to be found in Google.

- Alan N. Glazier, OD, FAAO
Author: Searchial Marketing: How Social Media Drives Search Optimization in Web 3.0
Founder/CEO
Shady Grove Eye and Vision Care
Rockville, MD

Twitter Handle: @EyeInfo
Blog: http://www.youreyesite.net
Website: YourEyeSite.com

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