As we continue to look at Sheffield based business websites, this post will focus on the dental teeth whitening industry, particularly the keyword “teeth whitening sheffield”, and the company is Porter Brook Dental Centre (www.porterbrookdental.co.uk).
Put bluntly, this website hasn’t been targeted at any specific keyword at all. The homepage has no meta description, and the page title simply says “home”, and seeing as that is the most important ranking factor for a page, this page isn’t going to rank for anything.
It should contain keywords around dentist, teeth whitening services, and the area such as Sheffield and South Yorkshire.
There is also not an optimised H1 header on the page, and it’s lacking any relevant content pieces which would greatly improve its rankings.
Too Much Stock Photography
Whilst this isn’t necessarily a direct Google ranking factor, it will most likely reduce conversions which could harm the business. Having before and after shots of real patients with real Sheffield based surroundings could help to improve the leads they receive from the website, and as a side note it could increase time on site which would increase Google rankings.
They could also do with some stories / case studies of previous customers who are very happy with the service. They currently have one video and one text testimonial on their testimonials page, which is hardly overwhelming feedback.
Schema.org Markup for Dentist
This website has no schema.org markup in the code, which means it’s missing out on a potential easy ranking increase. There is a specific category within schema.org for Dentists (see here), which should be included along with their social profiles and location details
With these changes I can see this website easily competing for the first page of all dentist keywords in the area.
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