If your clinic already has a website, you may already have an understanding of Search Engine Optimisation (SEO) and how it affects your ranking in a Google search. However, are you familiar with Local SEO? In this article, we will delve a little deeper into the meaning and importance of SEO, more specifically local SEO.

Find out how you can boost your clinic’s website’s local SEO and in doing so, reach more patients who are in need of the treatment and services that you provide.

What Is Local SEO and How Does It Affect Your Clinic’s SEO?

You may have noticed that when you make a search on Google, you are often presented with a map and relevant search results that exist in your area. Google wants to give its users the most appropriate information and answers to their search queries. Therefore, search intent becomes crucial. 

Often, when users search for medical services, their intention is to locate a doctor who can treat their particular condition. This is as opposed to a user simply wanting to know more about a specific illness or disease. 

Therefore, Google typically prioritises healthcare organisations and clinics that are within a close range of their users. 

How Does Google Determine Local SEO?

Google defines Local SEO based on a few factors; these include relevance, distance, and prominence. Based on their framework, they aim to give their users results that meet these requirements. 

• Relevance being how well your business profile matches a search. 
• Distance referring to how far your business profile is listed from where the search was done.
• Prominence meaning how well known your business profile is.

There are various ways in which you can ensure that your clinic’s business profile meets the search requirements of Google’s frameworks to give you a better chance of appearing within the top search results organically. 

Who Benefits From Local SEO?

Local SEO is becoming increasingly important to a variety of businesses. This includes doctors and healthcare professionals. As mentioned, when a user searches for medical services, more often than not, they are doing so with the intent of seeking treatment. 

Therefore, Google is more likely to present your clinic’s listing if you have taken the time to update your Google My Business profile. This includes filling out your address, opening hours, and services, amongst other things. 

Essentially, any business providing a service that needs to be done physically will benefit from Local SEO. 

What Affects Your Clinic’s Local SEO?

Local SEO is very similar to organic search engine optimisation and search engine marketing. The only exception is that you must consider the local focus. We are now going to look at some simple changes you can make to your clinic’s website strategy and how you can leverage local SEO benefits. 

How Can You Improve Your Clinic’s Local SEO?

• Google My Business (GMB)

The simplest way to improve your Local SEO is to manage your Google My Business (GMB) account and listing. Your GMB listing significantly impacts your ability to feature in the Local Pack. The Local Pack refers to the three to five results you see that appear just below the map when something is searched on Google. 

Due to its prominence in positioning, users are more likely to pay attention to the businesses that appear within a Local Pack. 

Dedicate some time to ensuring that you have set up your clinic’s GMB listing with accurate information. As mentioned, Google prides itself on providing its users with accurate and relevant search results. Your listing could risk being penalised should there be feedback about the operating hours and location being incorrect. 

• Managing Patient Feedback

While prompting or coercing patient reviews or feedback is not prohibited by the HSCA Regulations, feedback left on a patient’s own accord and that has not been replicated is allowed. 

This is an excellent opportunity for you to connect with your patients and make improvements to your clinic and show Google that you are active on your GMB profile. 

• Update and Add Relevant GMB Posts

Another easy way to indicate to Google that you are active on your GMB listing is to keep it updated. You can do this by creating and curating content for your GMB profile. Not only does this keep your profile active and prioritised, but it also gives potential patients a better understanding of your clinic and the services you provide. 

• Optimise Your Website for Mobile Viewing

Statistics show that a large percentage of users peruse the Internet via their mobile devices. By ensuring that your clinic’s website is mobile-friendly, you are providing users with a seamless user experience. You will be more likely to convert users into visitors through a website that is pleasant to use and easy to understand. 

Remember to make it easy for users to make an appointment at your clinic should they need to.