The word “good” is subjective in most cases. For example, while you may think that the homemade mashed potatoes that you make at Thanksgiving taste “good,” others may struggle to take a full bite because you decided to add dill at the last minute.
Your marketing plan has a bit more weight than your holiday cooking. A good marketing plan can help businesses — for example, healthcare practices — grow and succeed using scalable strategies. There are many different approaches that should be included in a quality, effective plan, including organic search engine optimization (SEO) and Google Business Profile strategies.
Read on to learn the reasons organic SEO and Google Business Profile should be considered in your marketing plan. Then we’ll discuss how BURG+CO. can help you put those strategies into action.
7 reasons to incorporate organic SEO and Google Business Profile into your marketing strategies
Let’s start off with definitions. Organic SEO means that you’re using unpaid efforts to help your site rank high on search engine results pages (SERPs). A Google Business Profile (GBP) is the listing of your practice that shows up for relevant search queries and Google Maps results.
Now that we’ve got those out of the way, let’s move on to why organic SEO and Google Business Profile strategies are essential in any good marketing plan:
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Organic SEO helps patients find you naturally.
While paid advertising definitely has its advantages, people are more likely to click on organic search results because they are perceived as more credible sources that have proven their value. Only approximately 15% of website traffic comes from paid search.
Prioritizing organic SEO in your marketing means that you’re able to get the visibility you need to acquire new patients. When people start looking for a new provider, their research will usually involve looking at the local results that come up for their queries, such as “back pain treatment near me” or “physical therapy in [city].” The high rankings reflect credibility, trust and relevance, all of which are essential for their decision.
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Good online marketing strategies improve your website experience.
If people can’t easily navigate your website, or it’s not engaging for your target audience, it can be difficult to get the conversions that you need to grow. Incorporating organic SEO means putting strategies into action that prioritize the user experience of your site. That includes all the technical aspects that make it run smoothly, such as working links and fast page load speeds.
Having a quality website experience helps your SEO performance in several ways, including:
- Boosting credibility and trustworthiness
- Lowering your bounce rate
- Boosting your conversion rate
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Google Business Profile helps you show up in local searches
Casting a wide net isn’t always the way to go, especially if you’re a brick-and-mortar healthcare practice that provides important services to your community. That’s why local SEO shouldn’t be underestimated. It means that you’re optimizing your site’s content and GBP to show up on queries from people in your served areas.
Your Google Business Profile plays a key role in your local SEO success, as it shows people the proximity, relevance and credibility of your practice. A quality GBP will also help you appear high on map results, increasing your brand awareness and making you a likely choice for people who are looking for services nearby.
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SEO and GBP work together to strengthen your online presence.
Incorporating both organic SEO and a GBP into your marketing strategy can allow them to work together in several ways to get the best online presence possible for your practice. They can help you create a digital footprint that establishes brand recognition that can benefit you for years to come.
Your on-site SEO efforts, such as targeted keywords in your content and specialized service pages, can reinforce the information on your Google Business Profile, strengthening its relevance and credibility for local queries. It’s also important to have a consistent NAP (name, address, phone number) throughout your site pages that matches the information listed on your GBP.
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Organic SEO supports long‑term growth.
A good digital marketing strategy can help you reach and maintain growth that scales with your practice over time. Organic SEO is a sustainable approach for long-term benefits because it brings you compounding results.
Once you reach the top of a SERP, you’re not likely to drop down very much. It brings you consistent traffic that continues to build over time. It also helps you to establish credibility and authority, making you a recognizable brand that will stand out in people’s minds, even if they aren’t ready to complete a conversion (e.g., book an appointment) at the time of searching.
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Good online marketing strategies build patient trust.
Organic SEO is meant to help you get in front of the eyes of potential patients who have a concern or interest in your treatments. But healthcare isn’t something that you take a chance with. People want to know that they can trust the quality of your care and your expertise before even stepping into your clinic or practice. Your SEO efforts can help build trust for a strong patient-provider relationship.
Educational content can provide valuable information that helps you rank high on SERPs while also establishing yourself as a credible source. It helps to build trust for both the algorithm and patients, while also showcasing your value to the query.
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A strong digital presence improves patient conversion.
Visibility and credibility are both driving forces behind a conversion. Patients can’t book an appointment or fill out a contact form if they can’t find your site in the first place. And once they do find you, they need to trust that your practice is legitimate and reputable. Organic SEO and an optimized GBP help you accomplish this.
When you have a strong digital footprint, you can capture a person’s attention right from their first touchpoint and nurture them as a lead all the way to becoming a patient. The first three stages of the patient conversion funnel are:
- Awareness
- Consideration
- Decision/conversion
Want to attract new patients to your website? BURG+CO. can help you with organic SEO and Google Business Profile management
When you start creating your digital marketing strategy, you want it to be as comprehensive and sustainable as you can. Organic SEO and Google Business Profile strategies can both play integral roles in the success of your marketing efforts for years to come. But if you’re not sure what strategies to implement, or how to put them into action, BURG+CO. is here to help.
We pride ourselves on knowing the ins and outs of what the algorithm — and your potential patients — are looking for. We’ll collaborate with your team to figure out the organic SEO and GBP management strategies that will help you get the clicks from the right people. Through actionable steps, we’ll help you with content creation, data analysis and site optimization to have a long-lasting digital impact.
Our team has years of experience in helping healthcare brands improve their digital presence to attract new patients and retain existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Discover the difference a strategic digital marketing partner can make. Schedule your complimentary consultation with BURG+CO. now.