Now that the web is a primary source that patients turn to for information, it is very important that your medical practice show up, and show up correctly, in local search results.
Listed below are a few important local SEO items that should be mindful of when it comes to how your website performs in local search.
1.Mobile Visitors Visit Local Businesses Within One Day
According to a study by Google, “50% of consumers who conducted a local search on their smartphone visited a store within a day, and 34% who searched on computer/tablet did the same.” This means ranking in local search has a direct impact on your traffic. To optimize your rank for for local search results you should:
- Get your practice listed on Google My Business. Make sure your profile is complete and that your submission is verified.
- Make sure your NAP (name, address, phone number) is consistent across the web. This includes your website, social media and review sites as well as health directory listings.
- Use schema so Google can identify and show your location correctly.
- When appropriate, use local keywords in your URLs, headings, title tags and content.
2. Patients Read Online Reviews
Practices should be aware of the importance of online reviews. Increasingly “health-sumers” are turning to online review sites to check out reviews for physicians.
3. Location is One of the Key Items Searched for By Local Users
According to research, address information is one of the key items searched for by users. Here are some of the other types of info searchers are looking for:
- Phone number
- Services
- Hours of operation
- Driving directions
- Ratings and reviews
4. More Than 60% Of Consumers Have a Preference for Local Ads
When setting up digital ads, be sure to target your ads by location and to use location extensions. AdWords pulls your contact information from your Google My Business settings, so make sure it’s set up the way you want it to appear in your ads. Don’t forget to add the “Get Directions” or “Call” buttons.
5. 50% Of Mobile Users Prefer A Mobile Website To An App
A recent study by BrightLocal revealed that half of mobile users prefer using a mobile website over an app. If you haven’t already optimized your site for mobile, you may have seen a drop in your search results and traffic since the April, 2015 and May, 2016 algorithm updates for mobile by Google.
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Sources:
1. https://www.brightlocal.com/learn/local-consumer-review-survey-2014/
2. https://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
3. https://www.brightlocal.com/2015/05/13/61-of-mobile-users-more-likely-to-contact-a-local-business-with-a-mobile-site/