Do you know where you appear in search results? Boosting Google local search results is important for you to reach more patients. Google’s algorithm combines keyword(s) relevance, distance and prominence to determine search position. Plastic surgery practices and medical spas must optimize Google local search.
Update Your Listing to Boost Google Local Search Position
Verify your listing(s): Each listing appears by address on Google maps and searches. Your information and links
appear in search results. Make sure your address and contact information is correctly completed. Include your hours of operation. Update relevant photos. If a business location photo doesn’t appear or is outdated in Google maps, submit a different one.
Manage Google reviews: Positive reviews are powerful. Many potential patients use review comments to choose a plastic surgeon. In addition, positive reviews boost your visibility in search results. You can gain more advantage in search results by responding to your Google reviews. It shows that you value your patients and read their feedback. Review links appear in Google search results and your Knowledge Graph.
- Thank patients for positive reviews.
- Acknowledge and express gratitude for improvement suggestions
- Invite negative reviewers to contact you directly to resolve an issue
- Avoid confrontational language and ongoing dialogs with negative reviewers
Add pictures: Pictures are worth more than posts in Google. They tell your business story at a glance. Include photos of your building, products, doctor(s), staff, before & after, events, etc.
How Algorithms Determine Google Local Search Results
Google’s algorithm tries to find the best results that match specific factors in a search. Google doesn’t reveal the exact factors. However, it says that keyword relevance, location and prominence help determine your search position. Here’s how.
Relevance: When a search is entered, Google looks at local business information that matches the search criteria. Adding details to your listing helps Google’s algorithm match your content. Use both medical and common terms when writing content and tagging pictures. For example, if you create a Google collection for rhinoplasty, use the term nose surgery too. Think about how patients refer to products and procedures as you populate social media, web pages, and listings.
Distance: Local searches provide the best match for local results. When no location is specified in a search, Google automatically determines the location. Searches in the Houston, TX area automatically default to Houston if a different location isn’t specified. If you have multiple locations, a complete listing is needed for each location to appear Google maps and searches.
Prominence: This search factor is based on content across the web. Reviews, scores, directories, articles, etc. And, yes, this is where search engine optimization (SEO) plays a role. Are you managing your listings? Is your website mobile? Is your information consistent? Do you have fresh content? Content across the Internet about your doctors, procedures and your practice influences your position in search results.
You cannot buy your way to better Google local search results. But, it’s not black magic. You simply have to follow Google’s directives consistently to boost search position. As search factors change, modify your approach. Need help? Contact PUMC, and we will put our Google local search team to work for you.