Boosting local search presence for your dental practice

Why local Google ranking counts for dentists and how to optimise for it

Everyone knows about Google and how important it is for businesses who are seeking new enquiries. Of course, it’s no different for dentists who also need to get their websites prominent on page one.

But whilst most people have an idea about how Google works, surprisingly few know that the index of results is split into a number of different sections, paid results, local results, map results etc. We covered this in detail in an earlier blog post here.

One of the most important sections of the results is the local/map area – this shows on page one, typically as seven results which sit just below the top two or three. Associated with these results is the Google map listing for the business concerned. So why are these results so important?

 The importance of a prominent Google “local” result

Whilst all of the web “real-estate” on page one of Google is important, actually occupying it is not an easy process. Months of work may be needed to help promote a website to a prominent position, particularly where competition is fierce. However, whilst not easy, gaining a position in the local results can be slightly more straightforward than gaining a “standard” page one result. The following tips look at ways of helping your website make an entry in the so-called “7 pack” local results.

Check your Google+ listing – is it accurate and complete?

If your Google+ business profile is not fully optimised and consistent with the data on your website, it is unlikely that you will ever appear in the local search results. Google uses this data to evaluate your business in several ways; not just what you actually do but also where you are located, your opening hours etc etc. This must be complete and accurate. In the search marketing business we talk about ‘NAP’ consistency – name, address, ‘phone number. If these don’t match what is on your website and any other on-line directories, Google tends to get confused and listing problems ensue.

So please take time out to check this or, alternatively ask one of the Dental Media team to audit it for you.

Seek listings in good-quality, local business directories.

Google aggregates data from lots of different sources on the web. If you are listed consistently in good local business directories, this helps Google to understand where you are, what you do and contributes to the chances of being listed. However, it is important to check the quality of the directories you propose to submit to as poor ones will cause more harm than good. We can audit this for you.

Seek patient reviews

One of the most powerful ways of getting into the local search results is via client reviews on your Google business profile. Just two or three of these can get you listed so it is extremely worthwhile if you can encourage your patients to help you out.

Such reviews must be bona-fide i.e. not directly incentivised or placed falsely. Google is extremely adept at filtering “dodgy” reviews and its just not worth the risk of being caught out. If you would like more advice about the appropriate ways to go about seeking reviews, please contact our team. We will be able to provide guidance for your patients about setting up a Google account and finding your page so that they can actually place a review.

Back up with social media

An active social media presence will certainly help to raise the profile of your business locally. Whilst there may not be a direct impact on Google results, keeping your patients updated and engaged via your social channels is another recognised way for gaining and maintaining new business.

Summary

One of the most important elements on page one of Google is the “local” results or “7 pack” section. Gaining prominence here can be easier than attaining a standard listing and using the techniques noted above, you will be in great shape for getting one of those all-important slots.

If you would like more guidance or help in promoting your website in Google, please call the Dental Media SEO team on 01332 672548.