Patient Reviews for Google Local Search
How do I get my patients to leave positive feedback in Google+ Local for my dental practice?
The question above is in the top five of all the questions we are asked about dental marketing and in particular the best ways to optimise for local search. To recap, “local search” refers to the results that Google now presents very close to the top of page one when it detects a user is actually searching from a computer based in that location.
This has been quite a challenge in the world of SEO for dental websites because Google can now show local sites who have done very little optimisation above sites that have been optimising for many months. This is particularly true for websites that are based just outside of the local search area – for example, a website for a company based in Colchester could previously rank well for nearby locations e.g. Basildon and Brentwood but could now be displaced by “local” results for those areas.
However, its not just a simple case of having a website and then expecting it to be picked up in the Google local search results (often know as the “7 pack”) – this is still an extremely competitive environment and a number of factors dictate how prominently you will appear as follows….
Factors which affect local search in Google
I’ve covered this in more depth in an earlier post but the main factors which appear to affect a websites prominence in local search are:
- a correctly optimised Google local business page
- patient reviews
- prominence in good quality local business directories
- a strong organic search presence
Note the final factor – in many cases, if a website is already prominent in the ‘traditional’ organic rankings, it will often fare well in the local rankings quite quickly if the other factors noted above are addressed.
This takes me back to the original question about the acquisition of patient reviews – one of the most important factors for gaining a good local ranking.
Getting your patients to review you
This is a headache – a lot of practices struggle to achieve this because frankly its a little bit convoluted. Firstly, the reviewer needs a Google account which, although not difficult, still needs time to set up. Secondly, Google have a habit of changing the format of the reviews, for example it used to be a fairly straightforward ‘5 star’ system but then Google introduce the multi-level ‘Zagat’ format where you are asked to rate various aspects of the business. As I write, this format is under review again as it appears that Google have acknowledged that it’s too complex.
Some practices have even installed a computer in the reception area to “hand-hold” their patients whilst leaving a review – however, this is definitely not a good idea as Google will disallow multiple reviews left on the same device.
The most successful methods we see are when the dentist or practice manager actively encourages the patient to leave the review and provides a crib sheet with instructions on exactly how to do it. This is a simple, step-by-step guide on how to find the practice page in Google, creation of a Google account and then leaving the review. We even know of several cases where ethical incentives are offered as a ‘thank you’ – but this is not for everyone of course.
To assist with the process of leaving a Google review, we have compiled a simple instruction document that can be used to guide your patients through – please call us on 01332 672548 for more advice and to get hold of a copy.
Summary
Google local search is very important! A number of factors, including patient reviews influence how you will appear. It is wise to understand this and plan for it accordingly within your overall web marketing strategy.