Field Notes / Organic Search
Briefings from 31 years on the front lines of organic search. We read the fine print so you don't have to.
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A WEBPRO White Paper / Orthodontic Marketing Series
WordPress had its charms until the last addition, namely called Elementor version 4. For a new or struggling orthodontic practice, a rebuild is more economically sound than a patch job. Seventy audits proved the foundation was never there. A hundred hours of rescue work in 2026 proved what it costs.
Archive
The spaghetti is still on the wall. PPC hasn't changed since AdWords launched in 2000, it just moved platforms. ChatGPT now bills on impressions. Google controls your visibility radius with an algorithm it will never publish. And underneath all of it, a question no orthodontic practice owner bothers to ask: can the machines even read your pages?
Read →One word. One search. Position one. Two orthodontic practices own the most competitive single-word searches in their markets, organically. Google captures intent. But which social channel manufactures the demand that feeds the search? Facebook, TikTok, Instagram, or LinkedIn? This is a channel selection guide for orthodontic practices, and it starts with something most practice owners have never heard of: the contentEffort signal.
Read →Andrew Anagnost posted on LinkedIn saying, " There’s a lot of talk about slowing down AI and the end of the world this week."
Read →First page placement can go up and down like a yo-yo. Organic conversion rates are significantly higher, the trust factor in natural listings still wins, and I've got the client receipts to prove it. This is how we've done it for 32 years, and why Google keeps trying to make it harder.
Read →My mother used to say, "When in doubt, don't". Be careful what you read. Be extra careful what you believe.
Read →I read all 38 pages of Similarweb's 2026 AI search report so you wouldn't have to. The summary doesn't match the charts, one headline number changed after publication with no note, and the only advice worth taking came from a guest. Here's what's actually in there.
Read →A client wanted to bolt a borrowed statistic onto his homepage. It claims people pick businesses on culture, not cost. The reports it cites say the opposite, and repeating it now carries a penalty that didn't exist a year ago.
Read →A single automated email spooked a client whose site was doing everything right. Here is what really happened, and what that false alarm quietly reveals about the game being played.
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