Make sure you’re using Google My Business! Many clinics forget about this and it’s totally free!
Google My Business is Google’s directory of businesses. When people search Google for a business using a branded keyword; for example, using the name of your clinic, Google shows the clinic’s Google My Business listing prominently on the right-hand side of the search results page (if the business has one).
Google My Business is also an important local ranking factor. When a searcher isn’t specifically looking for a business but for a service — using terms like “the best therapist near me”, Google turns to its directory to fetch businesses that offer it and show them in the search results.
Whether you’re using Google My Business as a branding tool or an organic lead generation channel, you need it. Here’s why.
Using Google My Business for branding
Before actually visiting you, all your leads — from referrals to people who click your ads will often search for you.
Google My Business helps you create a great first impression. For example, if an existing Summit Physiotherapy patient referred the clinic to a friend and the friend Googled them up, here’s what they would see:
Naturally, the person who sees this will notice the clinic’s positive ratings, testimonials from patients, pictures, location, working hours, and more… and will probably decide to visit.
An optimized Google My Business listing is all about driving people who are considering your business into a paying patient.
Using Google My Business for organic lead generation
In addition to helping you convert the people who are considering you, an optimized Google My Business listing also boosts your local SEO. Which in turn helps you rank for local keywords.
For example, if you offer physiotherapy in Bolton, you’d like to appear for keywords like “physiotherapy clinic Bolton” because local leads use these.
Ranking for such local keywords depends massively on your Google My Business listing. Research has found that Google My Business will hold an 8.8% weightage in all local ranking factors, so it’s an important part of the local SEO mix!
Also, if you’ve noticed, Google shows three featured results, called the Local Pack, for each local search. The majority of clicks in local searches go to these featured results (after ads):
Google My Business holds about a 25% weightage when it comes to ranking potential in this local pack. Securing your position here also relies on a great Google My Business listing.
Over to you…