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Code and Optimisation

<Backend Code Is Anything Under The Hood./> It is the stuff that runs your website, from HTML to PHP.

Content wrapped in code

Code is King

What's here to read

The backend code includes all technical aspects of SEO and the basics of running an accessible dental website. Online content creators often see technical SEO as a necessary evil. It does not have to be.

Google is asking dental content creators to add code so that they can offer up more reliable, specific search results. Especially after the EAT Update.

Optimising Code

  1. Technical SEO
  2. Code Reflecting Content
  3. What’s Important [What’s Not]
Header tags

Original HTML and SEO

The concept is for content creators to use their markup language (HTML) to follow a set of rules (H1, H2 etc.) that Google once identified as how an expert would code their content. After a while, this became too simplistic for Google.

Inline styles

Which Code?

<At VC, we ask you not to believe anything we say until we prove it./>

See what code is important.

Redundant code

Myths & Timewasting

There are many myths about search engine optimisation and code. Myths arise because Google updated its algorithms, making many old coding rules redundant.

However, most SEOs don’t realise that they must also update and reboot if there are going to ensure that the SEO services they are offering their dental clients are both professional and successful. 

New language

New Markup languages and SEO

Vanilla Circus enjoy coding. We enjoy using structured Data like JSON-LD, Microdata and RDFa for our practice websites.

Additional markup language, like rich snippets, gives an algorithm helpful information outside HTML.

Google has a useful guide here if you are interested.

Word optimisation

Technical SEO is always popular

Technical SEO is always popular amongst some of the less creative and more technical search agencies.

It adds to the mystique and black arts of SEO, sometimes covering up the need to do any work for the client!

Technical SEO carries less weight as Google’s algorithm improves and changes to more AI-based learning, and more narrative-focused understanding.

It is less code and more words.

See Core Web Vitals & Page Experience.

No shortcuts to #1

No tricks or hacks

Instead of tricks and hacks, VC employs specialist code and markup language to enhance our narrative front end.

Many informative and highly effective ways of using code to optimise your content remain. 

Googlebot is, after all, a computer and not a person. Practices like internal linking and site architecture feature highly on this list.

Core Vitals

Core Web Vitals & Page Experience

Loosely defined as page speed it is a little more complicated. Google’s algorithmic rules for UX include a number of core website vitals.  These are Largest Contentful Paint (loading), First Input Delay (interactivity) and Cumulative Layout Shift (visual stability). You can see that Google has had some fun naming these.

However, they are important.


What you need to know

Optimising code is the essence of search engine optimisation

All search engines have algorithms, and all algorithms have rules, Google included.

However, the basic principles are that your company’s website content should be accurate, easy to access, and user-friendly, free from glitches and technical surprises.

At VC, we correct and enhance all technical SEO issues to best present and optimise our dentist’s content to users and search engines.


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Code Reflecting Content

Site architecture is the cleverest way to explain content to Google. It is also the most logical and trustworthy. The optimal site structure is straightforward.  

Many dental websites use a ‘Team’, ‘Fees’ and ‘Treatment’ sections in WordPress. This means that not only do they seem very similar to Google, but web structure optimisation is not possible. This is one reason why we can easily beat your competitor practices within Google.

VC have mind mapped and restructured 100s of websites. It is something we enjoy and excel at.

Optimal site architect relies less on content to explain what the site is about. Instead, it focuses on internal links from parent-to-child pages. It may sound complex, but it isn’t.

Sitemaps are a popular concept and are easily understood.

  • However, if you look carefully, you will see that the pages are commonly all on the first level. I.e.
  • The only structure is the blog, which is Hence blog posts typically rank higher than product or service pages.
  • Optimising a website’s architecture is guaranteed to improve your Google traffic.


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  • Myth and truth. Is your code optimisation out of date?
  • Are you being wrongly advised?

There are so many myths around SEO as, quite frankly, we only know 70% of what is correct and what is not.

In the last 14 years, we have tested 100s of different ideas and concepts.

We update this list regularly, and it is a popular page.


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