Google Ads Versus Google Organic

Host: Hello everyone, welcome to the veterinary business podcast. Your ultimate resource for developing a successful veterinary practice in career. I'm Ryan Davies, Digital Marketing Advisor of Equal Marketing, and one of the co-hosts of the veterinary business podcast. On this podcast, we bring you insights and expertise from industry-leading doctors, experts, and thought leaders. We cover a wide range of topics including practice management, marketing strategies, leadership development, HR back to practices, and much more. Whether you're a practicing veterinarian, a practicing owner, a practice manager, or a student studying to become a veterinarian, this podcast is tailored to help you navigate

Host: unique challenges and opportunities in the business of veterinary medicine. Every listener of this podcast is welcome to visit www.vetinarybusinessinstitute.com for additional resources and tools to help support your growth. And remember, you can subscribe to our podcast on iTunes, Google Play, Spotify, and other popular podcast platforms. Today, I am excited to talk to Narene, a rural raja, the founder of veterinary business podcast CEO of Equal Marketing, about Google Ads versus Google Organic. Narene, thanks so much. Yeah, I'm so glad to be here, Ryan. Let's jump in.

Host: You know, this is a favorite topic of mine. Let's have some fun. Yeah, I think this will be a fun one. A lot of people always ask this question, right? Google Ads versus Organic. What is it? What does it mean? Kind of a little bit of back around that. Maybe I'll let you give a brief background on Ads versus Organic and then we can dive in a little bit further.

Host: Absolutely. So, when you're going and typing something on a Google search, so let's say I'm looking for shots for my pet and I'm just starting to Google about that. I'm trying to learn about the topic, I'm trying to figure out who can help me with that. So they type in the keyword they're looking for and then what happens is either you see results organically meaning it's not an ad, you just see certain veterinary practices listed near the top of Google. It could be on the maps, it could be, you know, on regular search or you might see some ads. So, when you see somebody without that particular practice on a pain for ads, that's called

Host: organic marketing. They see your search engine optimization. When you see them as an ad, that's Google ads. Some people call it pay public. Perfect. That's a great, you know, the great definition between the two, and as you mentioned, you know, when someone's organically, they're, you know, they're not paying for that appearance there when they are appearing as an ad, they have to pay for that, right? But getting to the top of Google organically still has a cost associated to it because you got to put time and effort and, you know, have the right team behind you to get

Host: you there. But even when you factor everything in between the two, it's fairly well-known, you know, Google organic is going to provide you five to 10 times more, sometimes even higher ROI versus Google ads. So, why is that? That's a great question, right? I'll answer in two ways. One is Google made $2204 billion in 2012. In 2023, I guarantee that my life on it, Google is going to make more than $224 billion because why?

Host: Every single year, Google makes more money than they did in the last year. They have been doing for 25 years. They have somebody called shareholders and these shareholders want more profits, right? That's why they keep the CEO, his job, our job is to make them more money every year compared to the prior year. So, Google has to continue to make more money. So, the way they do that is they make sure that 95% of businesses, including veterinary practice on us, have no choice but to advertise, right? How do they create the situation where you have no choice but to advertise? They make sure that people who are getting free traffic is less than 5%.

Host: So, imagine, right? There are 100 veterinary practices, five people will get all the free traffic. The other 95 have to give money to Google so that they get new patients, new clients. So, that's one reason. So, the economics, business model, Google has to make more money every year, but the population of all the developed countries is not growing, it's shrinking. So, even though our populations are shrinking, Google still has to make more money. So, they charge more, they make a CEO harder so that people are getting free traffic. Now stop getting free traffic so they have to go and give Google money. Now on a psychological level, why Google has a 5 to 10 times more expensive than organic

Host: is based on two factors. One is called Intention and one is called Trust. Intention is we type in what we are looking for, right? That's the power of Google. You are looking for flames sushi, Google flame sushi and all the places that offer flame shows issues. By the way, I have two girls and they love sushi and I guess nowadays they like flames sushi. I don't know what it is, but I know what it is, but I guess people today they want special. They don't just want to go to a sushi restaurant, they want to go to a particular type

Host: of sushi restaurant. In fact, they are looking for specialties, perhaps based on the breed, perhaps based on the issue they think their pet has, whatever the case might be, so they are Googling it and you know, that's called Intention. So, Google is CEO has Intention, Google has on the other hand, this is intention, right? Because the ad is showing up next to the keyboard. So, both a CEO and ad have intention. The only difference between a CEO and ad is we use Google 8.5 billion times a day, 8.5 billion times a day. Well, none of us are using Google to see the ads, we are using to see the free organic

Host: results. So, when we see that free organic results, we trust it, we are, we take it more seriously. When we see the ad, the immediate thought, no mind is what's the catch. You know, because everybody knows anyone who is willing to pay Google money can run an ad, they don't even have to even vet Mary and Google doesn't check whether you have a license to practice veterinary medicine even, right? They'll just take your money, they don't care, right? That's because it's too cumbersome for them to check every single person to make sure that they can even empathize. So, people know that, people know that even a hack was not even a veterinary and technically

Host: could buy an ad on Google. So, because of that doubt, the average person, the average person, right, some might be more, some might be less, who come through such an optimization, will give you 90 seconds. The average person who comes through Google ads will give you 15 seconds. So, when you have 90 seconds, when you're giving a website 90 seconds, you're really looking to find reasons where the website, in this case, you, the practice owner, can convince them that you are the right choice for them. When you're giving 15 seconds, remember the reason you're even giving 15 seconds is because you have doubt, you're looking for a reason to get out, you're looking for a reason to leave the website.

Host: So, you know, just do a simple math, divide 90 by 15, 6. So, literally, you at least will need 6 times more individuals who come from ads to equal one person who come from a CEO. And one person wants to be given a reason to buy, the other person wants to find a reason to leave your website. So, the one who wants to find a reason to buy is more likely to buy, the one who wants to find a reason to leave, it's less likely to buy, that's the other reason why Google has at least five times, and usually Google ads, you know, get more and more expensive over time, a CEO gets less and less expensive, because we are building on what we did the first year in year two, we are building on what we did in the first two years in

Host: year three. So, typically, you know, I've done this for so many years with veterinary practice owners, we find for the same, in our cost, their results continue to get better year after year with a CEO. So, that's why over time that number doesn't stay at five, it becomes 10, could even become 15 or 20 compared to ads. So, you are literally putting $1 into organic, let's say you get $50 back, to get the same $50 back, you might have to put $25 into ads. So, hey, do you want to put $1 into organic or $25 into a, to get the same results? Yeah.

Host: I think it's great, you know, a really good comparison between the two, the cost between them. You know, I always like to consider the fact to, when a Google ad goes down, it's gone, right? It's lights on lights off, right? Where is that SEO is going to stay and stay the, stay the course for you from that? When we're talking about all of these reasons, though, Google ads are, you said, it's almost a quarter of a trillion dollars. I'll bet you this year. It is going to be quarter of a trillion dollars in 2023 in terms of, you know, the revenue from it. Why are Google ads still so popular?

Host: Absolutely. Google ads see always like getting into the top university in the world, right? Let's say Stanford, right? Let's then 1% get into Stanford. The question you're asking me is, how come all the other schools are popular? Well, the 99% have no choice. So when you don't have any choice to rank on Google, to be in the top 5%, by the way, how do you know you in the top 5%, you will rank for 100 or more keywords with regards to, you know, Google, meaning you will be on page 100 or more keywords. So that 95% who will never get into the top 5% of their CEO and get all the pre-traffic

Host: have no choice but to advertise in Google ads. That's why Google ads are more popular. It's like, checkmate, you want new clients? Well, you know, buy Google ads because people give up, they try, it doesn't work, they give up. But you're going to uncover the secrets today on how you can get into the top 5% of Google SEO. So you don't have to pay 5% to 10 times more in Google ads. And I think, again, you know, what's the saying, you know, nothing, nothing easy or nothing hard.

Host: It's worth it, right? Like it's so hard to do it, you've got to really, you know, you've got to be dedicated to it and that Google ads gives you that shortcut, right? So, you know, in your experience, obviously, there's lots of people that are still using Google ads and I'm sure, you know, you've seen it happen, but from your clients experience, are they using Google ads and, you know, if so, is there a good time to use Google ads? That's a great question. So we work with close to 500 doctors. We only work with small practices. We don't typically work with DSOS, for example, or, you know, like large organizations,

Host: like private equity that's buying up, you know, dozens and dozens of veterinary practices. We don't do that. So, when we work with, you know, these one doctor, two doctor, three doctor, you know, small practices, you know, they're not funded by private equity. So they don't have like half a million to throw it, you know, ads or marketing or a million dollars to throw it, ads or marketing of the year. So they are very, very careful with their opinion. So of course, the minute they understand SEO is, you know, five times less expensive or 10 times less expensive than ads, that's what they want to dominate. So, I know, we'll get to it later on.

Host: There is this method to the madness. Some kids do get into Stanford. Some kids do get into the top veterinary school. They asked, they have a method on how to do that. Of course, is it 100% guaranteed? No, at least in terms of Stanford. But when it comes to SEO, yes, there's 100% guaranteed way to get into the top 5%. So, so our clients, fortunately, all 500 of them, by the time they finish a 1, are ranking for minimum 100 keywords and phrases on the top of Google search results. Again, let me say this again.

Host: 100% of them by the time they finish a 1, are ranking for 100 keywords and more on page 1, meaning the top 10% of Google results. So, if you are in that position, if you are in the top 5%, you are the person who is in Stanford, right? Using the analogy of the top veterinary school, will you still go and pay 10 times more to get another patient, even though you can get the same patient, you are already getting the same patient for 1, 10% the cost. The answer is no. Less than 5% of my clients, in any given time, are using Google ads. And the reason is, they only use it strategically, but they don't want to keep spending

Host: 5 or 10 times more when they don't have to forever and ever and ever. So, what do I mean, best strategic? Two examples where they do it. One is a startup. So, instead of buying a practice for a million dollars, they might say, well, I don't mind even though it's a 10 times more expensive than SEO, I don't mind giving Google money for ads because it's still cheaper than me buying that practice. That's one example. startup practices need a lot of clients quickly and it's okay for them in some cases to spend 5 to 10 times more money to acquire those patients as opposed to buy those

Host: patients by acquiring a practice. The second case I have seen it is strategically like, you know, there might be certain procedures of services where the profit is significant. So, even if you're spending $200 to acquire that patient through Google ads, but you're making $600, some of the business owners will say they do the math equation, okay $600 profit, $200 expense, I'll spend $200 even though SEO might only cost me $30 for the same patient. I think, you know, that really sums up very nicely in terms of, you know, why you would use it, it does still have a purpose, right? But I think people misuse that, right?

Host: Again, they're using it for the shortcuts instead of, you know, putting in the hard work for SEO and then dominating and having higher ROI and taking that route. But I know this pivot says slightly off of the topic, but I think a lot of our listeners are going to want to talk about this or hear about this as well is, you know, how about the world of meta, right? So we've covered Google, but what about Facebook and Instagram ads and how do they compare to Google ads? Are they, are they a better option or what's your take on that? That's a great question, right? Facebook has totally changed after take-to-out.

Host: See, take-to-out is a machine that is an AI computer, right? Think of it like this massive computer with, you know, millions and millions of computers all put together, you know, an AI is, right, it's artificial and it's intelligent. It hacks your brain. So what it's doing is it's understanding what videos can I show that will make you want to watch more take-to-out. That's it. Looking at how long you're watching, how fast you're scrolling, so let's say it shows your video and you quickly scroll out, it's not going to show a video like that video again to you.

Host: Why? Because it wants you to be addicted to take-to-out. And the reason they want that is, it's a simple business model, right? The more time is spent on take-to-out, the more ads take-to-out and show you. Instagram now is exactly like take-to-out. If you really think about it, they are using AI to help your brain to get you to spend more time on Instagram. Facebook is again the same thing, you know, they're all the same, right? So the way Google's business works is they need those people like us who are good at SEO, like all like you, who are good at SEO, because people go to Google to find those

Host: organic results. So they need SEO and what they're doing is they're throttling and they're saying, yes, we will support 5% of you, so you have to be in the top 5% then you win. But the other 95% gives us that money, perfect business model, they make, you know, 224 billion, right, you know, in 2022. So Facebook on the other hand, they also make, you know, I think, 100 billion plus, they make money by getting you to spend more time, right? So if you are in the old days, everybody said, oh, I have a Facebook page, you're going to get business from Facebook. Even Mark Zuckerberg said, and many launched Facebook, he said, hey, you guys should have

Host: a business page. Do you have a page, 20% of you, 20% of the people who like you, your Facebook page will get free traffic, right, in other words, you post something, let's say, you have a thousand people who like you, at least 200 people will see that post you made. Now, not even 1% see those posts. Why? Because they need to make more money and the way they make more money is get you addicted to spending more time on Instagram or TikTok or one of the social media platform. And the way they get you addicted is through influence of marketing. So who are the influence of?

Host: They are the ones who create content that a million people watch, 10 million people watch, 20 million people watch. Now, I have 500 doctors I work with, 1% of my clients fall into that influence of bucket. So if you are in that 99% and I'll define an influence of, you spend 15 to 20 hours a week doing videos by yourself. You become a celebrity. We are by spending their 15 to 20 hours a week, thinking about your audience, creating videos for them every single week, you become like a tiny opera, 100,000 followers on Instagram, 200,000 followers on TikTok, etc., etc.

Host: But what I'm noticing is 99% of my clients don't want to do that. You can't outsource organic social media, you can't outsource Instagram, you can't outsource TikTok, organic traffic. But if you are in that 1% and by the way, the other characteristic of these 1% of my clients is they have a product that can sell to the entire country. Usually they might sell, you know, some kind of medication or books or things like that. So their customers are not coming from a small radio, which is what SEO is all about rather they are coming from the entire nation. So if you are a celebrity doctor and your willing to spend 15 to 20 hours and you have something to sell to the entire country, then social media works for you.

Host: If you are not that the only option for you is ads, like you are asking me, how does Facebook and Instagram ads compare to Google ads? So Facebook and Instagram ads are noted three times more expensive than even Google ads. Remember Google ads is part of 10 times more expensive than SEO. This is two to three times even more expensive than Google ads. The reason is, there's neither intention nor trust. Remember, when people are on Instagram, they just are tired in the old days, I mean, I know I'm 48. myself, when I'm tired, I would go and sit in front of the TV and just play with my ring on.

Host: Today that is Instagram or that is TikTok, just take your phone and you're flipping through the new speed and you're just seeing the stuff that keeps showing you, right? All of a sudden you ad shows up, you're not interested because you're watching a TV, you know, video clip that Kim Kardashian put out or whatever, whoever the celebrity or whoever that's TikTok influencer is, right? Now all of a sudden this ad shows up for something you're not interested in, interested in, so you're going to ignore it. So most people will click out within one second, that's why the average is five seconds. Now compare 90 seconds, the amount of time they're spending on SEO, 15 seconds, the amount of time they're spending on average, if they come to Google ads, and five seconds if

Host: they're coming through social media, right? The person who's there for five seconds is not going to be sold, they don't show up, you have a massive, no-show issue, and because you need to have like, you know, 18, 20 times more people to get the same outcomes, you need to spend more money. So that's why Instagram and Facebook ads are even more expensive than Google ads. I love the thought process of, you know, if you were to get on to an elevator with somebody else in your building who has a dog and you're like, hey, here's, here I could ask the question about who they're at is, right, and possibly talk to of if you were comparing it, social media, it's like you're traveling one floor, you have one floor to talk to them, right?

Host: You've got to be real quick to do that on Google ads, you've got three floors, you've got a little bit more time to have that conversation, but if you're on Google, you're going to the 18th floor to have a conversation about them and their dog and their lives. You have a really good chance to be able to take advantage of that, right? So think about that as kind of that comparison, that timeline, that conversation to be had when we're talking about those three different processes there. But then, you know, again, just making sure we cover all of them here because we don't just talk, maybe only about digital marketing, you know, there's tons of other offers, right, radio and mailers and fires and all these things that you can do, how does that stack up in this world as well?

Host: That's a great, great question, see, we've all known this, 95% of new patients today come from digital marketing, new clients from that practice. So 5% are coming from radio's, mailers and all the traditional marketing. The reason is internet fundamentally changed everything, right? In the old days, the power was with the business owners, not the consumer. So imagine the person who buys the full page are on yellow pages, right? In the old days, you want to vet, you have to go to your yellow pages. All you have to be lucky enough to see a billboard for a vet and you might, oh, yeah, that's, there's a vet, you know, right there and so huge billboard and you drive to the practice. So in other words, the guys with the big box, right, I'm sure we all know that, you

Host: know, personally in general, who spends half a million dollars in town, right? The businesses with the big box to dominate, got all the business and everybody has got nothing, right? Like if you are like a one line listing new yellow pages, you probably got zero new patients. I'm, I'm, this is something that I guess anybody who's, you know, 45 plus will understand what I'm talking about. But in today's world, the world is totally different. It's today, people look for information, they need look for businesses, they need. They don't have to open pray to see a billboard to, you know, find the vet. They don't have to open pray that somebody sends them a mailer and that mailer is going to have a vet's information and then they can call the vet, right? They can just flip through their cell phone, which is in their pockets 24 hours a day,

Host: more so than, you know, even their significant other. And they're going to ask that thing in their pocket, any question they want, whether it's a vet or whether it's a, but it'll serve as a vet office, right? So things have fundamentally changed, the problem with radio, so in that world of overload of information, right? And they're getting, like, I think, 20 times more information. You need to touch somebody like 30 times before they'll take action. So if you have, if you are a personal engineer lawyer and you have a million dollar budget, you can dominate radio, you can dominate mailers, you can dominate billboards. And yeah, you can touch them and I know this crazy personal engineer law firm, you know, they have a really bad reputation, because I know some lawyers also, you know,

Host: and they, like, these are, like, crazy people. I'm not going to name any names. In my community, that they, that's all over the place. And they spend millions and millions of dollars. If you don't have that kind of money, you're wasting time, because you cannot be there all the time to get them to remember you. So I really think it doesn't work. There are a few exceptions, just like, adds several few exceptions. One exception is, you know, you know, go and sponsor events where a lot of pet owners go, right? Because now it's full of pet owners and you're supporting their event and they like their event and they're going to like you because you're supporting their event. Right, but it's going to take a lot of effort upon your part and planning and so forth.

Host: The only challenge with this, even is that, you know, like, at that moment, they're the event. They may not need a van. So when they need a van six months later, they don't remember you, they don't remember your phone number. So let's say you, you might see a hundred people, you might get two new clients. So, but it's not a bad way, all you couldn't network, anybody knows you run a veterinary practice and you're part of a networking group and every month you show up and over 20 year period. You get to know these business owners and they're like, oh, yeah, you should go to that person. So they run a, let's say, a spa or a salon and they're like, oh, yeah, I have a pet and I take it to Jenny's, you know, Dr. Jennifer, she's amazing and, you know, blah, blah, blah, right? So those that strategies where the traditional marketing works, like where you're going after communities, programs, all you, you know, like leveraging networking and so forth. Yeah, I think that makes complete sense, like, you know, we don't jump in the car when our, when our toilet backs up or our sink breaks to go, I hope I pass a billboard with a plumber or we go upstairs and flip through the mail and hope something's there, right? Same sort of a thing in this world, you know, a lot of times there's emergencies or there's questions.

Host: Because we want the answers to them as well to make sure we're doing it all. So it just makes sense from that side. I think that's the key to, you know, why practice owners, doctors need to dominate Google organic because it's going to be the cheapest and the most cost efficient and the longest term. I mean, the benefits just continue on and on from that perspective, right? Absolutely. I'm going to ask you a question. I think you already said you are a marketing strategist. I bet people heard that. So let me brag on Ryan a bit. Ryan is the one that every doctor who's a veterinary practice owner talks to before they ever engage with us. We are pretty picky on who we take on. And the reason is we want to know where the client is at and we want the client to know where the client is at and then we want to share with them a roadmap. So what Ryan does is he does what's called a marketing strategy meeting. And in that marketing strategy meeting, he would spend six hours kind of studying your marketing, your SEO, your landing pages, all the things that's going to make 2024 great for you from a marketing new client standpoint. And then he's pretty blunt. He will tell you, hey, you're getting an A, but this one of the six things Google cares about it's regards to SEO, you're getting an F here. And it'll give you a complete thorough report card. So he spent six hours doing that right at the marketing strategy meeting and not only that he will also give you a 12 month plan. Remember I said, you know you are in the top five percent if you're ranking for 100 or more keywords on page one of Google. So he'll give you a 12 month plan on how to do that. Like how to work on the six things Google cares about so you are in the top five percent.

Host: Anyways, I don't want to take Ryan's thunder of the Ryan. Let me ask you this. So we all agree that if you have a choice, you should dominate SEO. If you don't have a choice, then like everybody else spend money on Google ads, right? Yeah, you should dominate SEO. And let's say that somebody who's a long term think I mean, I think all doctors a long term think as because, you know, why else would they spend, you know, long time to become doctors, I know it's a better life and you get to do what you love work with pets and so forth. But it's, it's a slug. I mean, not everybody gets to go into this. Well, you have to be at the top and then you have to go grind it out and finish the program, which is a long program. So so they're a long term thinker. So here is a person long term thinker saying, you know what, I don't want to keep paying for the list of my life five to ten times more with Google ads. I want to dominate SEO. What do they need to do to dominate SEO, right? You know, it's a great question. I appreciate all the kind words and it's absolutely right. You know, you got it. You got to know where you are today to get to the top of Google. And as you mentioned earlier, you know, there's this report card getting into Stanford, getting into veterinary school, getting into the top, right? Google's got the same thing. It's this report card that you have to be able to ace with straightes across the board. And if you're not getting straightes in certain categories, it does dilute your rankings or completely wipes you off the map altogether, right? So you want to make sure that there's six key categories. It's really, you know, a thousand piece puzzle if you will. And sometimes those pieces aren't even flip the right way or you don't have the picture of what you're putting together necessarily, but there's six big pieces that build that make up that full puzzle, right?

Host: And that's, you know, your Google lighthouse, which is sort of your, your audit score for how well does your site perform and accessibility and things like that. Your nap, which is your name address and full number consistency. Is it the same everywhere? Are you having original unique content that speaks to your audience to your, you know, your part of the country, where you are and what you're trying to achieve. Not templated copied content because it doesn't necessarily show that you're an expert, you're just really good at copying someone's else expertise, right? Google wants to drive again, as you mentioned, those organic listings. Their job is to prevent out what should be at the top so that when people click there, they know it's a safe secure quick site that does all of these things and answers the questions that are looking for. So you need to have that original content there, see if something unique to offer. Do you have white hat high quality external backlinks, not just high and number, but are they, are they what you're looking for from that standpoint? Do you have Google reviews, a lot of reviews and love letter reviews, not just a bunch of five star sends and things like that, but we're talking about the quality and quality and velocity of the Google reviews that speak to who you are, who they saw, what type of animal you had, what treatment you had, you know, and how that positive sentiment behind why other people should bring their pets to you, right? That's really, as a pet owner, I mean, I've got enough kick and around here one sleeping on my foot on this side. So, you know, I could tell you, like, that's what's important to me is I'm going to look at who do I trust, who should I go to, and I want to see those quality love letter reviews that speak to the service I'm looking to, right? Like if I'm looking for a small dog or a big dog or a horse or whatever it is, I need to know that this is what you what you treat, right? And then that kind of comes back to the final one, which is Google eat, which is the acronym that stands for expertise experience authority and trustworthiness, right?

Host: So, do you have expertise in the area at unique original content expertise? Do you have authority or credentials? Do you speak of it, you know, at a level that people can understand, we don't want to talk at way above their head. We wanted that grade five educations that when they come there, they feel comfortable. And then again, that trustworthiness, great you got those reviews and you've got those testimonials, but are you showcasing that on the page that people are being driven to, right? So, lighthouse, nap, original content, backlinks, reviews, a Google eat, are your six that make up that the biggest part of the report card. Thank you, right? I know you spend six hours, you know, studying this for every meeting you have. And of course, you share it, you know, hardly. So literally you show them, okay, this is what now there's, this is how well you're doing, I hope you're doing here is the right, right? So do that one by one. So the beauty of that is like, you know, I know we are doing this perfect time new year and it's our new year, skip to $900 value. Yeah, the practice on and now knows in these six areas, right, over time. And then they get a plan almost like a study plan to get into Stanford, get into the top five percent. And whether you work with us or some other company doesn't matter, but just take the plan and get it done. Yeah, that's what's really important, right, is take that time and go through and understand where you're at. Some of this stuff, you can, you can lift and shift. If you're doing it yourself, right, and some people are now you know what you're missing and what you need to add and what you need to do, right?

Host: Hey, how are my, how are my lighthouse scores doing? And it's not a lighthouse score for your domain. Every page on your site, mobile and desktop has its own lighthouse audit score, right? So how is it technically performing? Is it fully accessible? You know, under the American Disabilities Act, it's enshrined in there, just like your building has to be accessible, so everybody can access it. So does your website? Is it enabled for screen readers? Do videos have a close captioning? Is the contrast ratio right? So if people are colorblind, can they see everything on the page, right? On mobile, are the tap targets the right size? So people, people can actually tap, tap where they're going. Your nap consistency. This is one that drives me crazy because it's so tedious to be able to do, but if you're at one, two, three, east lake street for your address, and you have one, two, three, e lake, ST, one, two, three, east lake street, one, two, three, e lake, street, spelled, sweet, one. Those are all different addresses, right? So you can have dozens of different online profiles and you probably do ones that you don't even know about. And Google takes that, is it consistent and appearing everywhere the same way, right? We talked about the original content and the importance of it and really that Google eat. Dive into your site and take this so that you can take this plan and either say hey, you know what I'm so glad I have this now I know where I stand. I'm happy. I'm unhappy and then on top of that right

Host: I'm unhappy. What does that plan look like and how can I get to the top of Google and get that like you said? You know those 100 keywords in 12 months time so that I'm getting those new client calls, you know I'm seeing the new those new pets coming through the door and then word is getting out through the reviews through everything It's just this marketing machine that SEO builds for you that provides this incredible inbound Marketing that is such high value long customer client lifetime values behind it So you really got to make sure you know where each of those six elements are and You know at a fairly granular level and it's great to talk about them and go over them But to have them for your practice is what really means the most is hey look I don't need to know how everybody's doing in this. I know how I mean how I'm doing what is my light house score? Do I have the right Google eat score, you know is my how original is my content all of those sorts of comments?

Host: So yes definitely it's it's the key to success is knowing building that foundation. I know you have to go Ryan As we bring this to a close if somebody is interested in booking a marketing strategy meeting how can they do that? Yeah, absolutely Definitely take advantage of it. It's on the veterinary business institute website. So veterinary business institute dot com slash MSM so for marketing strategy meeting slash Ryan and there you'll see me you'll see my face You'll see my calendar you can book it if you're right now driving you're trying to figure it You know, it's it's a lot to take down I'll even go one step further. You can call or text me even if you just have a quick question and say, you know I have something before I learn this whole spend spend that time with you because it is an hour of time to go through You can call me 204 898

Host: 0 528 Call or text Definitely is a great way to to get a couple questions answered, but I think the best strategy veterinary business This institute dot com slash MSM slash Ryan book the time You'll be glad you did. I promise you will have fun for an hour and you'll really get a great understanding of where you're at today And where you want to get to perfect You know, I think Narayne that's a I think that's a great place to kind of close it off today We really we started with Google ads versus Google organic, but I think we covered so much more than that including just you know All of the different strategies that are out there and really what's going to be the best and and again How to tailor that approach for each practice

Host: Thank you so much Narayne for joining us today and talking about Google ads versus Google organic Really appreciate it very much take a moment here at the end. Thank our listeners We appreciate each and every one of you and we can't do it. We do without you if you like the podcast Please kindly share it with your colleagues your friends on social media And please don't forget to leave us a review on your favorite platform your reviews as we just discussed You know, it helps other doctors and practice owners find us Learn more about us and become a better practice owners So until next time keep striving for excellence make a positive impact in the lives of your patients and pet parents and we wish you all an amazing week ahead