Dental SEO 101 - The Google Leak

In this debut episode of the Dental SEO 101 Podcast by First Dentist, host Ross Dunn breaks down the recent Google algorithm document leak and explains what it means for dental practices and their SEO efforts.

About Your Host

Ross Dunn is the Director of SEO and Co-founder of First Dentist, bringing over 27 years of SEO experience to the podcast. Since 1997, Ross has worked with businesses of all sizes - from Fortune 500 companies like Time Inc., Sports Illustrated, and People Magazine to small local businesses. He's also the longtime host of the award-winning SEO 101 Podcast on WMR.FM, which has garnered over 3 million downloads and recognition from Google's John Mueller.

Episode Highlights

The Google Leak: What Happened?

• A substantial internal Google document was leaked, revealing details about Google's search ranking algorithms
• The document appears to be accurate as of March 2024
• It contains over 14,000 ranking attributes across 2,596 modules
• Google has cautioned against "making inaccurate assumptions about search based on out-of-context, outdated, or incomplete information."

Key Revelations From The Leak

User Behavior Factors

• Google DOES use clicks for rankings, despite previous denials
• If users click on a result but quickly return to search, Google considers this a negative signal
• Google uses Chrome browser data to track user behavior on websites

Website Evaluation Factors

• Google maintains a "sandbox" for new websites until they prove trustworthy
• Link velocity matters - gaining too many backlinks too quickly can trigger suspicion
• "Disavow" reports for bad links are no longer useful in Google's algorithms
• Anchor text should match what the link is pointing to (relevance matters)
• Pages with poor navigation experience face ranking demotions

Content Factors

• Font size and weight (bold text) have minor impacts on rankings
• Put your most important content near the top of the page, as Google may truncate long documents
• Title tags that match page content receive positive ranking signals
• Properly dating your content is crucial - Google prioritizes fresh content
• Video-heavy sites (>50% of pages containing videos) are evaluated differently

Domain Factors

• Exact match domains (like "bestdentistnewyork.com") no longer provide direct ranking benefits
• When buying expired domains, check their history for potentially harmful past SEO tactics

Practical Takeaways for Dental Practices

1. Create gold standard, original content - Even one excellent article per month is valuable
2. Include different media types in your content (audio, video, etc.)
3. Establish author expertise - Have fewer, more qualified authors with proper credentials
4. Seek quality backlinks from relevant sites with actual traffic
5. Properly format content with appropriate headings, font weights, and structure
6. Keep content fresh and properly dated

Critical Warning: Google Business Profile "Pin Hack"

• A serious exploit allows anyone to move your business location pin on Google Maps
• This can completely destroy your local rankings
• Attempting to move the pin back yourself may result in account suspension
• Contact an SEO professional immediately if this happens to your practice

Connect With First Dentist

For more dental SEO and marketing information, visit FirstDentist.com or contact Ross Dunn directly via [email protected].

• (02:45) - How First Dentist Began
  


• (03:51) - Help with Jargon
  


• (06:26) - The Google Leak
  


• (10:08) - Google Leak Takeaways
  


• (29:07) - Practical Tips for Dental Practices
  


• (30:34) - The Google Business Profile Pin Hack
  


• (33:28) - We Are Here to Help