When people are searching for something on Google, there’s a balance between wanting the best information possible and what information is the quickest to access. When you own a healthcare practice, you hope that your search engine optimization helps you to do both. You want to provide the value that the user is looking for while being the first thing their eyes see on a search engine results page (SERP).
When you appear high up on Google Maps results for relevant queries, it provides many benefits, including an increase in your online and in-person traffic. It also gives you a competitive edge over the other providers in your area.
Read on to learn the importance of Google Maps rankings and the strategies that help you climb to the top of the listings. We’ll also discuss how BURG+CO. can help you get the rankings that you’re looking for.
Why Google Maps rankings matter for providers
When you fall into the algorithm’s good graces, being ranked high on Google Maps results can increase your visibility and credibility for quality leads. Patients often use Google Maps to learn what providers are in their area. They’re more likely to lean toward listings at the top, as they’ve been deemed as established and trustworthy.
When it comes to local searches, more than 40% of people click on a result in the Google Maps Pack, which is the first three listings, also known as the Google 3-Pack.
Google Maps takes a few things into account when considering your rankings, including:
- Proximity
- Relevance
- Prominence
- Quality of your Google Business Profile
How to rank higher on Google Maps
Ranking higher than your competitors on Google Maps is one of the main goals of local SEO, which refers to appearing as relevant search results for people in your area. If you’re trying to make the most out of your local SEO strategy, and get to the top of the Google Map Pack, here are a few approaches worth testing out:
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Optimize your Google Business Profile
Your Google Business Profile, previously known as a Google My Business profile, is the listing on Google that presents the information about your business, including address, phone and hours of operation. Since your GBP plays a role in your Google Maps rankings, you can take steps to optimize it as much as possible to align with the algorithm. This can include:
- Making sure all information is accurate and consistent
- Adding primary and secondary categories to showcase specific services.
- Uploading photos and videos of your practice, equipment and staff
- Write a patient-focused description that includes relevant local keywords
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Consistency across online listings
Having accurate information on GBP is essential, but that’s likely not the only place on the web where people can find the basic information for your practice. That’s why you should check on the consistency across all online listings. This includes:
- Social media accounts
- Healthcare directories
- ZocDoc
- Mentions in local press
All information should be accurate, across the board, but especially your NAP (name, address, phone). If the basics aren’t correct, then there’s doubt about the rest of your info.
Inconsistencies can hurt your ratings because each one takes a little chip out of your credibility. If your GBP says one phone number, but an online directory has a different one, the user won’t know which one is more accurate, and could label the entire practice as untrustworthy. The algorithm sees inconsistencies in the same way.
Having inaccurate information across the web can also interfere with your traffic and engagement. If they can’t find the right phone number, they likely won’t call.
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Compile and manage patient reviews
Building credibility often stems from the opinions of those who have firsthand experience with your practice. That’s why gathering and managing patient reviews should be a priority. They not only boost your trustworthiness and strengthen patient-provider relationships, but they also increase engagement and highlight the relevant value you provide.
Keep in mind that your GBP can be suspended if you incentivize reviews or if the algorithm believes they are fake. You can ask for reviews from patients in an ethical way by asking them to leave feedback at the end of an appointment or in the follow-up email.
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Add posts and updates to your profile
At this point in the post, you can probably already tell how important your GBP is to your Google Maps rankings. Another way to appeal to the algorithm is by making the most of what the profile has to offer, such as the Google posts feature.
Google posts is a feature in your GBP dashboard that allows you to post updates that will be displayed on your Google Maps listing. They can be seen by potential and current patients. The posts can be up to 1,500 characters and can also include photos and videos. It can be used to post:
- Upcoming events
- Educational information
- New services or specialties
- Changes in hours, phone number, etc.
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Use local SEO strategies
Google Maps is all about highlighting what a user’s local area has to offer, which is why local SEO is essential for rankings. By using strategies specifically geared toward visibility in your served areas, you’re increasing the likelihood of ranking high on Google Maps.
There are many local SEO strategies worth testing out, including:
- Using location-based keywords on your website and Google Business Profile
- Embedding a Google Maps widget on your website to boost user experience
- Creating blogs that focus on local concerns to showcase relevance and value
- Publishing patient resources to help build trust and credibility
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Build local backlinks
Backlinks refer to your site being linked on another site. By having backlinks from local sources, such as community resource sites and local blogs, you’re boosting brand awareness and visibility. You’re also increasing your credibility and improving your reputation by getting a stamp of approval from another reliable source.
You can build backlinks by partnering with local healthcare organizations or community groups who align with your values. You can try guest posting or provide alternates for broken links on their site. You can also earn links from local news sites and directories.
Want to attract new patients to your website by boosting your Google Maps rankings? BURG+CO. can help
If your goal is to provide the best patient care possible to your community members, the community members have to be able to find you first. By increasing your Google Maps rankings, you’re letting people know who you are, what you do and how close you are to them. You’re also gaining a competitive edge, which helps you to stick in a person’s mind, even if they’re not ready to book an appointment with you yet.
At BURG+CO., we understand the power of local SEO and how to get you in front of as many high-quality leads as possible. With our SEO, Google Business Profile management and content marketing services, we’re able to help you appeal to the algorithm and patients alike on Google Maps. We’ll collaborate with you to determine what strategies will work best for your long-term digital marketing goals.
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.
Contact our team today for more information about our digital marketing services or to schedule a complimentary consultation.