We all know how important it is to help out neighbors when we can, as well as showing support for the community to establish a happier and healthier environment for everyone. A similar sentiment can be said of business CEOs, including healthcare providers. They want to reach out to the people around them to form long-lasting relationships that help their practice grow. Focusing on the local demographics can keep a business grounded.
If you’re trying to increase your local leads, consider taking a note from other CEOs who make the most of their Google Business Profile (GBP).
GBP, previously referred to as Google My Business, is the listing that comes up for your practice on search engine results pages (SERPs) and Google Maps results. It essentially gives users the rundown on your basic information, including your phone number, address and provided services. It can work as a hub for click-throughs and conversions that increase your lead rate.
By optimizing your Google Business Profile, you can bring in qualified leads who are actively searching for your services. Read on to learn how GBP optimization can boost your local search engine optimization (SEO) and a few strategies worth trying.
How optimizing your GBP can help your local SEO
Local search engine optimization is the process of working to get your site listed highly on relevant SERPs and local map packs by people in your served areas. Prioritizing your local SEO in your digital marketing strategy can enable you to increase visibility and brand awareness in your community.
Your Google Business Profile showcases everything the algorithm needs to know about your healthcare practice and how it pertains to the search, including relevance, proximity and credibility.
GBP optimization can help you get the local leads you’re looking for by appealing to both potential patients and the algorithm in a variety of ways, for example:
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Boosting your online presence
People can’t book an appointment with you if they’ve never even come across your company. An optimized Google Business Profile increases your local visibility because you’re getting seen by the people who would benefit from your practice (especially the individuals who want someone close by). A boosted online presence means a better brand awareness, which can help you now and years down the road.
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Establishing a sense of trust and authority
Credibility is pivotal to potential patients who are looking for a new provider. They need to know that they can trust your expertise before even meeting you face-to-face. By optimizing your Google Business Profile, you show the algorithm that you’re a legitimate practice that uses patient-friendly business descriptions and quality photos to establish a sense of credibility.
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Providing direct engagement opportunities
Even though your GBP is a way for people to gain quick access to your practice’s information, the feature can actually help you form and maintain a connection with them. Through the posts feature, FAQs and review responses, you’re able to talk directly to a potential or current patient, showing that you want to be as authentic and transparent as possible.
How to optimize your Google Business Profile for local leads
If you’re looking for specific ways to make the most of your GBP to increase local leads, here are some strategies worth testing out:
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Use location-based keywords in your business description.
By completing thorough keyword research, you can see what people in your area are searching for and how you can connect those queries to your practice in your business description. Prioritize location-based keywords that are relevant to your community. For example, if you live in a place that has a lot of popular sports teams, you can mention keywords like “injury recovery” and “sports medicine.”
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Add the Q&A feature.
One of the best ways to build trust with potential patients is by answering any question they have that may be stopping them from booking an appointment. You can utilize the Q&A feature on your GBP to enhance your credibility and showcase your transparency for an improved user experience. The feature can include questions like:
- What insurance do you take?
- Are you accepting new patients right now?
- What specialty treatments do you provide?
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Include amenities.
Your Google Business Profile should provide a comprehensive overview of your practice to everyone who comes across it. Even though adding categories and your list of services is helpful, you can go a bit of the extra mile by including amenities that could be significant contributing factors to a patient’s decision. A few amenities worth mentioning include:
- Wheelchair accessible
- Online appointment booking
- Telehealth
Want to attract new local patients to your website? BURG+CO. can help using Google Business Profile optimization services
Your GBP isn’t something that you create and never look at again. If you’re trying to reach the top of local SERPs and map packs, then you should look for every opportunity to optimize your profile. If you don’t know how, that’s OK. We do at BURG+CO.
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.
Want expert support with your digital marketing? Connect with BURG+CO. today to explore how we can help your healthcare brand grow.