In this guide, you will learn what is the use of local SEO for doctors and the best 8 SEO strategies to boost your rankings.
Knowing the ins and outs of SEO is not enough when marketing a local medical practice. You must have a complete understanding of how local SEO for doctors changes the game. Here are a couple of successful SEO strategies to know and master.
If you run or market a small local medical practice, I don't have to tell you how difficult it can be to attract a steady stream of new patients.
Not only do you need to attract the right clientele, but you also need to convince them that your practice is a better choice than another.
Locals searching for the right doctor rely on Google to help them discover and evaluate their options, so your website and online content are among the essential tools at your disposal.
But to succeed, you need to understand how solid local SEO techniques differ from the standard SEO strategies you may be used to.
Read on to learn more!
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What is Local SEO?
As you probably know, standard search engine optimization (SEO) is a set of techniques and best practices designed to help you improve your rankings in the SERPs for relevant search terms.
Local SEO is a specific type of SEO that focuses on helping a business rank better for location-specific search terms.
As an example, let's pretend you run a dermatology practice in San Diego and are looking to master better local SEO for doctors.
You want to rank higher for localized search terms that potential new patients are likely to enter into Google, such as "dermatologists in San Diego" or "San Diego dermatologist."
Some people may also search for terms like "dermatologist near me" and let Google use their geolocation information to suggest viable options nearby.
What is the Use of Local SEO for Doctors?
Think back to the last time you chose a doctor.
Who did you turn to for local suggestions and essential information about what to expect from your visit? Whether or not you asked a loved one for advice and recommendations, you almost certainly jumped on Google and started searching for answers.
Most potential patients in your area are no different in this regard.
But a patient who can't find you online is, unfortunately, also a patient who can't be convinced to walk through the front door of your practice and not the competition.
That's where robust SEO for doctors comes in. Among the most notable benefits are:
- Maximizing foot traffic to your practice.
- Attracting more good patients to your practice.
- Saving you money on advertising and other related costs.
- Meeting your competitors where they live and becoming a viable competitor.
- Build authority when it comes to your field and areas of expertise.
In other words, local SEO for doctors is the key to helping those who need your help find you, teach them what they need to know about the issues they have and help them trust you with their ongoing health.
8 Local SEO Strategies for Doctors
It's honestly never too late to start local SEO for doctors.
However, it's important to understand that SEO means playing the long game, as it can take time for even a large campaign to produce results.
Ideally, doctors should build their website and implement their SEO strategy at least a few months before they plan to open their doors, rebrand, or launch new services.
But the best time to start is now, so the sooner you get started, the better. Here are the best local SEO tips for getting it right.
1. Claim your online listings
Gone are the days when people turned to the Yellow Pages for reliable local business listings.
Today, trusted online directories like Google My Business and Yelp are the way to go. (And for doctors, so are healthcare-specific options like Best Doctors or Healthgrades.)
These options typically appear on the first page of a doctor information search. So it's critical that these listings remain accurate and up to date as it relates to your practice.
Otherwise, you may miss out on many high-quality leads.
Make sure you have claimed and verified your listings on Google My Business, Yelp, and other major directories if they already exist. If not, create them from scratch.
Then, improve and maintain them so that patients have current and accurate information about your practice.
2. Optimize your site for local searches
Most people prefer not to have to travel a long distance to get an appointment with their doctor. That's why local searches include more than just states or regions in general.
They typically include specific cities, towns, or neighborhoods, as well.
Good local SEO for doctors means fully optimizing for these searches, to help your future patients know you're there.
Include location-specific terms wherever necessary - in your web content, on social media, and in your title tags - to increase your chances of ranking for these terms. You can see this article on how to create a social media content strategy.
3. Redouble your keyword research efforts
Before you can work on ranking for the right local keywords, you must first determine what they are.
Any comprehensive SEO effort revolves around effective keyword research, so every localization strategy should include a new round of research.
Keep in mind that local keywords differ from standard options in their location-specific terms.
Begin by placing yourself in the position of one of your patients.
What are the common problems they typically look for help with? What local key phrases can you imagine them typing into Google in hopes of finding a practice like yours? Create a list of the most probable possibilities.
Then take your list, type each option into your local keyword research tool, and make additional lists from the most relevant suggestions.
Keep in mind that local keywords are not always associated with high search volume. So be sure to balance this factor with other considerations such as competition when making your choices.
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4. Create localized landing pages
Many healthcare providers interested in local SEO for doctors want to target multiple locations - for example, the city where the practice is located and several nearby areas.
However, they make the mistake when they target these locations in their website on-page copy.
This can confuse both Google and your website visitors, but making sure that each separate location has its own landing page keeps things organized and effective.
Fill your pages with solid original content that addresses the real concerns of potential patients at that location.
This can include itineraries and similar information. Consider making your content even more useful to these people by including a map in your content.
5. Exploit the power of social proof
Social proof is a powerful force when it comes to any type of digital marketing, and for good reason.
People need to feel like they're making smart decisions that they'll be happy with in the long run, and social proof can help give them peace of mind.
This is especially true when they choose a local service to which they entrust their health.
That said, it's helpful to include testimonials, endorsements, and positive reviews from happy patients who like what you do.
The same goes for powerful trust signals such as awards you've won or special certifications that show you know your stuff.
6. Optimize your site for mobile
58% of global web traffic now comes from mobile devices.
This makes mobile accessibility a necessity for any local SEO strategy for doctors.
Make sure your web design is simple, clean, fast, and able to adapt to a variety of different screens.
Make sure all buttons and functions on the site are fully compatible with touch-screen technology, too.
You'll make your patients' lives easier, show Google that you're serious about providing a great user experience, and satisfy Google's mobile-first indexing policy.
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7. Focus on local link building
High-quality backlinks have been major ranking signals for Google for a long time, and they continue to be.
This is just as true for local healthcare-focused sites as it is for any other type of site, so a local link-building campaign should always be part of your ongoing SEO strategy.
Remember that not all backlinks are equal to each other. The best backlinks are organic backlinks, which are backlinks you earn simply by providing great content that people can't help but share and approve.
Google views these links as votes of confidence for the site they link to, proof that your content deserves to rank well.
Encourage high-quality backlink building by networking with industry peers and other business owners in related niches.
Look for opportunities to blog for other sites in your niche or contribute content to local publications. Never pay for services that sell backlinks, as they can do more harm than good.
8. Create a lot of amazing content
And, of course, no local SEO doctors’ campaigns could be considered complete without a solid content marketing strategy.
Google favors sites that produce constant streams of useful content that meets the needs of its users, so make sure yours is doing that.
Add a blog to your website and fill it with content that will help your visitors get to the bottom of their concerns and encourage them to make an appointment, including location-specific content.
Share it on your social media channels and encourage your followers to do the same.
Local SEO for Doctors - Summary
This was an overview of what is the use of local SEO for doctors and the best 8 SEO strategies to boost your rankings.
Now that you know a little more about local SEO for doctors, as well as how to launch a solid local SEO strategy, it's time to make sure that you not only achieve success but that you maintain it over the long term.
After all, it's not enough to get top search engine rankings for your target keywords. You also need to maintain them once you get them.
If you have no time to do these local SEO strategies for your practice, you can check out these services on google ranking local SEO.
