Factors that affect Google “local” search results – patient reviews and business directories

Why positive patient reviews and local business directories are important for your Google Local (Places) search position

With Google putting more emphasis on local search results (now called Google+ Local) it is increasingly important to ensure that your business page is optimised. Google is regularly placing seven  “local” search results above the majority of the organic search results to give prominence to local businesses. Using IP location, Google detects where you are searching from and then presents local results it feels are relevant to you. But what does this mean for your website’s search result?

Why is this important for my dental website?

Even where you have well-established dental SEO and have attained a prominent position in Google, you can still find your site having to compete in the “7 pack” local search results alongside websites that have been less active with their SEO. So whilst results suggest that a “traditional” SEO campaign will also help your Google local result, there are a couple of additional factors that also play a big part. If you get these right, you can steal a lead on your competitors.

Positive patient reviews

This is a very important factor. Google see’s a positive review as a vote of confidence in your services – get enough of these and you will start to feature regularly in the local search results. Try for 3 or 4 initially and then build this progressively over time – but don’t do it too quickly as Google may see this as unnatural and penalise you. Also don’t try to do it yourself; remember that Google can tell where you are and will invalidate multiple reviews from the same account. The key is to encourage your patients to do this on your behalf which will take some encouragement and possibly a small ethical incentive.

The main stumbling block reported by our clients is that the patient needs to create a Google account before they can post their review – a little bit convoluted. Consequently we have produced a simple “crib sheet” that can be handed-out to the patient to guide them through. Please contact us if you would like a copy.

Positive patient reviews on Google are very important and a little effort will reap rewards.

Submission to local business directories

Google is looking for signals which might indicate your relevance and authority as a local business and uses this when determining where you should appear in the local search results. Consequently it is important to submit to good quality local business directories using the same information that appears on your Google+ Local page. Please contact us for advice on how to do this and also a list of typical business directories you will find in your area.

Summary

Google “local” search results are increasingly important and different optimisation factors come into play when compared to a “traditional” SEO campaign. Patient reviews and submission to local business directories are two key factors which should be part of your online dental marketing plan.

Need some help? Please call us for a no-obligation chat on 01332 672548.