If you’re a healthcare provider, you know how important it is to become a recognizable name in your community. When someone is experiencing persistent knee pain or thinks they have strep throat, they want to limit their commute to have fast access to relief. And they’re likely going to search online for who can help them in their area. That’s where your Google Business Profile comes into play.
A Google Business Profile, previously known as Google My Business listing, is the listing for your practice that comes up on Google search engine results pages, or SERPs. Not only is it a way for people to learn the basics about your practice, but it can boost your local search engine optimization performance for increased traffic, engagement and quality lead generation.
By making the most out of your profile, by doing things like using the posts feature, you can improve your rankings and get the traffic you’re looking for. So the answer is yes, Google Business Profile posts can boost your local SEO performance. But let’s dive into how.
Read on to learn about why local SEO is important for healthcare providers, how your GBP impacts local SEO and how the posts feature can help your SEO performance. Then we’ll discuss how to create the most effective posts possible and the ways that BURG+CO. can help you make the most of the feature.
Why local SEO matters for healthcare providers
Local SEO essentially helps you to appeal to the algorithm in a smaller, more specific scale. It refers to getting your practice to be listed as high as possible on relevant SERPs and Maps searches. The algorithm takes a few different factors into account for local SEO, including:
- Proximity
- Relevance
- Mobile-friendliness
- Reviews
For healthcare providers, local SEO increases online visibility to help to get information about your brand in front of the eyes of people in the areas you serve. It also boosts your brand awareness and reputation, which can go a long way in staying on someone’s mind, even if they don’t need your services at that exact moment.
How your Google Business Profile affects local SEO
If you’re trying to create a local SEO strategy that boosts your rankings and click-through rates, then prioritizing your Google Business Profile should be included in your digital marketing plan.
One of the main goals for local SEO is to get your practice to show up on Google Maps when a person searches “family doctor near me” or “physical therapists in (your city).” When a business shows up on a map in the results page, it’s known as a map pack or local pack. They’re essentially the top three relevant options. When one of those options is clicked on, the full Google Business Profile will appear.
By having a Google Business Profile that is accurate, credible and engaging, you’re increasing your practice’s chance of being featured in a map pack, boosting your local SEO performance.
A few things to consider in your Google Business Profile for local SEO success include:
- Keywords relevant to your local demographics (Ex.: Sports injuries in a college town)
- Accurate primary and secondary categories that highlight specialties
- Completing the entire profile, including adding photos
This is where reviews and ratings also come into play. Building trust and credibility are essential for local SEO success. Encouraging (not incentivizing) patients to leave reviews, and responding to them in an empathetic, appreciative manner, shows both the algorithm and potential patients what they can expect from the quality of your care.
How Google Business Profile posts help your SEO
Google Business Profile posts is essentially a bulletin board for your practice. It’s a feature, found in your dashboard, that allows you to keep people updated on what’s going on in your practice. With up to 1,500 characters available per GBP post, you can provide information about:
- Upcoming events
- New services or programs
- Seasonal education
- Promotions or changes to insurance
- Changes of hours, phone number, etc.
Along with text, posts can also include photos or videos.
While posts don’t directly translate into improved SERP ranking, their indirect impact can have a significant role in your long-term SEO metrics by:
- Enhancing visibility
- Driving engagement
- Boosting click-throughs
- Establishing and strengthening brand trust.
How to create effective Google Business Profile posts
Now that you know about GBP posts, and the importance they can have on your SEO, it’s time to dive into action. If you’re trying to figure out what posts will bring you the engagement and click-throughs that you’re looking for, here are a few tips to keep in mind:
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Prioritize readability and relevance
Your posts are meant to appeal to patients, which means you have to think about what they’re hoping to gain from this snippet. Be as clear and concise as possible, avoiding medical jargon when possible. You also want to make sure it’s relevant to your specialty and the demographics you serve.
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Include an engaging CTA
Even though a post is meant to keep the user updated, there should always be a call to action included. The post is an avenue to a conversion. Once they’re in the know about an update, a CTA helps users deepen their connection with you based on their interest in that update.
For example, if your post is about a new service, include a phone number they can call to learn about scheduling an appointment for that service.
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Make it timely
While health is a year-round priority, there’s a seasonality to many medical concerns, such as flu season or summer heat exhaustion. Create timely posts that appeal to relevant issues, like educational tips and services that can appeal to recent issues.
Example: “Are your kids going back to school? Make sure your entire home is ready to fight off the germs with flu vaccinations.”
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Use keywords (but not too many)
Targeting keywords is at the heart of SEO efforts because it shows your relevance to specific queries. However, using the same keyword too many times, or using them in unrelated text, can backfire on you. Keyword stuffing is a red flag for the algorithm, which can interfere with your rankings.
Want to attract new patients to your website using Google Business Profile posts? BURG+CO. can help
When we think about updating patients on what our practice is up to, we might think about putting a banner on our site, sending out an email blast or posting it across social media platforms. While those are all effective options, the Google Business Profile posts allow you to connect with people who haven’t yet interacted with your site or content, but could still benefit from the post.
You should take advantage of everything that the Google Business Profile has to offer, including the posts feature. These updates contribute to your local SEO success and show how much you care about keeping people in-the-know about your practice and the value that you can provide them.
At BURG+CO., our Google Business Profile management and SEO services can help you navigate the specifics of your listing to give you the best chance of getting to the top of relevant local SERPs.
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.