LOCAL SEO FOR MEDICAL PROFESSIONALS

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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There are many different ways to approach keyword research, which go beyond the scope of this guide.

By their nature, local searches target physical locations, so you need to make sure you’re targeting local areas where your business has a physical presence.

You also need to consider the area you serve and the level of demand and competition in your industry and city.

For example if you’re an ENT specialist in Brisbane you might research terms like:

What would it mean to your practice to achieve a listing at the top of Google?

1. GETTING READY FOR LOCAL SEO SUCCESS AND KEYWORD RESEARCH.

Local SEO for doctors and medical practices is essential for owners and PM’s wanting their practice, clinic or consulting rooms to be found easily by patients in their local area. And marketing to local patients can be a very effective strategy compared to wider marketing efforts.

Once you have a clear idea of your target market, you should do some keyword research to figure out exactly what your local customers are searching for.

However, despite the clear potential that optimising a medical practice website for local search offers, many practices have still not taken action to harness this valuable source of website traffic, a channel which leads to new patient bookings.

Some of the results we’ve witnessed as a result of a successful local SEO campaign:

Local SEO targets searches that have local intent – meaning that the searcher is looking for something located physically close to them in the local geographic area.

Some businesses will want to attract traffic from searches located anywhere in their city and the surrounding area, while others, in a large metro area for instance, will focus on an even smaller area such as a particular suburb or district.

If you want to get ahead of your competitors and make the most of local web searches, the time is now.

Google’s Hummingbird algorithm update penalised sites that duplicated content in this way and updates since have continued to reward good quality content that serves the searcher and penalises low-quality content that exists for keyword purposes only.

By making local SEO a key part of your overall marketing strategy you can attract more patients from the local area, achieve more patient bookings and grow your practice.

What is Local SEO for Doctors? (and medical specialists)

Before reading on, it’s worth taking a minute to understand what Local SEO is.

You can then decide which keywords to target first.

Before you get started with applying specific local SEO techniques, it’s vital to cover the basics you’ll need to achieve good SEO results.

If these details match those in local directories and niche directories, the search engines will know that both your site and the directory listing are referring to the same business and are more likely to return your business in the local search results.

The benefits of local SEO for doctors and medical specialists include:

However, you must take care to ensure that every page of content is completely unique and not just a copy of the same text with a different city inserted in the blanks.

2. NAP CONSISTENCY.

Despite it being the most important local ranking factor, many medical practices still haven’t optimised their Google My Business Listing and don’t have a mobile friendly website.

There are various tools you can use, such as Moz Local and Bright Local to search for your business and make sure all your NAP citations are correct.

If you’re targeting multiple locations, such as a number of different cities, you can achieve better rankings in the search engines by creating a series of geo-targeted landing pages that are each optimised for certain location-based terms.

Once you’ve come up with a master list of keywords, you can analyse each term to see how much traffic each keyword gets (how many people search for that term each month) and what the level of competition is like. If there are many specialists offering the same services in the same local area that would typically be classed as a high level of competition.

Before considering links and citations for local SEO, you must make sure your own site is properly structured and optimised so that search engines can read it properly.

For this reason, when you’re creating your landing pages you must think about how best you can serve the patients that you’re targeting in that location and what sort of information they’re looking for.

This might mean targeting terms such as “ENT specialist melbourne”, rather than “ENT specialist northcote”.

The key to any successful SEO strategy is ensuring your current website is optimized. This means checking site load times and making sure your website is mobile-friendly for your users. Check out our blog on Why Are Patients Leaving Your Website for more information on your website’s general optimization. When creating content for your site, focus on topics that can relate to the geographical areas you are trying to target. This is one of the best ways for your practice to appear in local users’ search results.

Google My Business has become the go-to tool for local SEO. Google My Business is a program created by Google that allows users to set up a business profile. As a doctor, you can add information to your profile, such as your phone number, location, hours of operation, and photos of your practice. When users search locally for your practice, your business profile will appear on the right side of their Google search. This allows them to access your information efficiently. This is one of the best ways to optimize your local search because it enables users to find all of your information when searching for a doctor in your area.

There are various components to begin your thriving local SEO strategy. They include setting up a Google My Business account, optimizing your current website, adding NAP citations, and utilizing local link building.

No this doesn’t mean an afternoon snooze. NAP stands for Name, Address, and Phone Number. This is an essential component of geo-targeted searches. You want to be sure the name, address, and phone number for you or your practice is correct across all sites it’s listed on. It is best to add your NAP citation to the header or footer of your website as a crawlable HTML text. Taking your NAP citation and adding it to site directories such as Yelp or blog posts will help improve your local SEO.

As a doctor, consider yourself a small business. Every small business strives to market themselves within their area successfully. In the age of online advertising, there are various strategies you can implement into your marketing plan to ensure you are effectively reaching your audience. One of those strategies is local SEO. 4 out of 5 consumers use search to find local information, and 46% of all Google searches are individuals seeking local information. When patients search for a doctor, they are most likely in need of medical treatment and aren’t looking to travel far for it. This gives doctors all the more reason to optimize their website locally. If you are ready to market your practice to patients within your community, read more to find out how you can use local SEO.

Optimizing Your Website.

Search engine optimization (SEO), is a strategy used to increase the quality and quantity of traffic to your website through organic search results. Local SEO does just that but focuses on targeted audiences within your local area or in this case, patients. A successful local SEO strategy makes it easy for patients searching locally to find your practice through a simple Google search.

Now that you have all the tools for a successful local SEO strategy users in your area have the potential to become your patients, just by a simple Google search. It’s essential to keep up to date with your future local SEO strategy. Keep up to date with your Google My Business profile. Continue optimizing your website by creating new content that relates to your practice and local community, and never stop building your network to help with link building.

Link building is a great way to boost your local SEO. The best way to gain inbound links is through your local network. As a doctor, your network may include health blogs or other practices in the area. Making connections with local businesses in your area and having them link back to your site will help increase your traffic and your local SEO.

Robb Digital is here to answer all of your questions and help you with your web traffic! Improve your local listing with a successful medical SEO campaign. Contact us today.

Google My Business.

How To Get Started.

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