HHHWhat medical professionals need to know about local SEO and the simple steps necessary to improve rankings
In the results pictured, the profile with reviews is likely to get the most attention, but there’s clearly a lot of potential for one office in this area to stand out against the competition with a little local SEO work.
Rankings vary depending on the user’s distance from the office, but profiles with good reviews, up-to-date contact information, accurate opening hours, and pictures of the office and team will go a long way to encouraging users to get in touch.
Keeping on top of your local SEO so users feel confident to reach out can feel like a daunting task for those that lack the resources or knowhow.
Fortunately, Semrush is here to go through all the basics of local SEO for medical professionals to get you moving up the ranks in no time.
Big local SEO wins: Semrush´s Listing Management tool gives you handy prompts to improve your local visibility and takes care of a lot of the heavy lifting that can earn you more attention and conversions. For example, healthcare-focused digital marketing agency WebServ saw a 74% increase in website visits and 83% more phone calls for its client after using Listing Management.
As the most popular search engine in the world, Google is most people’s go-to when looking for local services, including doctors and other medical professionals, so it pays to give your Google Business Profile a little extra attention.
Make sure the company name, address, contact details and opening hours are consistent with other listings. Take the time to write a detailed description including your specializations and accreditations and select appropriate categories to make it easier for people to find you. Post photos of your office and team, offer updates and news so your profile looks fresh, and add questions and answers to resolve common queries.
Leave a link to your website or third-party booking platform to send users directly to where they can make an appointment, freeing up your receptionist to focus on other more pressing tasks.
While Google Business Profile is key to a good local doctor’s SEO strategy, it isn’t the only place you should have your office listed. Getting your NAP data (name, address, phone number) into all the other important directories helps Google verify that your data is accurate and that you’re a legitimate business worth showing to its users.
Fast prominence boost: Semrush’s Listing Management tool distributes your listings to 70+ directories with minimal input from you, leaving you free to focus on the other aspects of your office that need your attention.
Doctors and other medical professionals tend to suffer from negative reviews unproportionately to other businesses. Patients are often in a vulnerable state and have a much lower tolerance for poor customer care; a rude receptionist in a doctor’s office is less likely to be met with as much indifference than at the post office.
However, if you’re able to keep an eye on all your reviews, you’ll likely see patterns in negative comments that indicate where your office could improve.
Check the pulse: Semrush’s Listing Management tool brings all your reviews under one roof so you can spot chinks in your armor and make positive changes to patient care processes.
Once you’ve worked out what’s going wrong and fixed the issue, start reaching out to patients with a polite request to leave you a review on Google (make it easy for them by providing a link) and work on increasing your average rating, remembering to reply to every user that was kind enough to offer feedback.
Do your research: On top of the handy Listing Management tool, Semrush also offers other features to help you write content to improve your organic rankings, including the Keyword Magic tool and Social Poster for easy sharing across your channels.
With great content on your side, it’ll be easier to encourage other local websites to link to your content. For example, you could get involved in a local charity event and write a post on it, which might earn you a link from local news sites and the charity themselves.
If your office serves more than one geographic area, consider setting up local landing pages for each one so users know they’re in the right place.
Of course, you’ll need to make sure all that compelling content is published on a well-optimised website, paying special attention to site architecture and internal linking, as well as HTML tags in pages and posts.