Why Location-Based SEO Works Better for a Healthcare DTC Brand

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Jun 12, 2023

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7 min read

The mass digitization of commerce has widened the market globally. The consumer’s attitude has undergone a huge transformation as well. While people still value word of mouth favourably, the population that has turned to the internet for suggestions has soared exponentially. According to a study, 82.8% of patients rely on search engines to discover and connect with healthcare professionals, it has become crucial to secure top rankings on prominent platforms like Google and Bing.

Previously, achieving a coveted position in the top five search results demanded high-authority backlinks, substantial organic traffic, and an impeccable reputation. However, with the advent of Google’s local 3-pack and the growing significance of local SEO, even smaller medical practices can now emerge at the forefront of search engine results pages (SERPs).

By following our expert advice and implementing these strategies, healthcare providers can harness the full potential of local SEO to significantly enhance their online visibility and successfully attract a steady stream of patients.

What is Local SEO?

Local SEO, also known as local search marketing, plays a crucial role in optimizing your website and directory listings to drive targeted local traffic. By targeting users with local intent, such as those looking for local services or businesses in their area, local SEO increases the likelihood of conversions, such as scheduling appointments or making purchases.

While local and organic SEO are interconnected, they require different strategies and optimization techniques. Local SEO primarily focuses on location-specific optimization, ensuring your business appears prominently in local search results. On the other hand, organic SEO focuses on overall content optimization to improve your website’s visibility in search engine results.

To maximize the effectiveness of local search marketing, it is essential to work with a marketing team that specializes in your industry and possesses expertise in local optimization. Their deep understanding of your local audience will enhance brand awareness, increase recognition, and elevate your business listing to the coveted position in Google’s Local Pack. Securing a spot in the Local Pack significantly boosts your visibility and increases the chances of attracting relevant local customers.

Local SEO and Healthcare Providers

Effective implementation of local SEO can greatly enhance the overall online experience for patients, from initial research to appointment scheduling. By incorporating various strategies, healthcare organizations can ensure a positive user experience. These strategies include maintaining complete and accurate directory and local pack listings, developing an informative and user-friendly website, creating localized website content, optimizing the website and blog with relevant keywords, implementing robust technical SEO practices, and establishing a prompt review and response strategy for patient feedback.

For healthcare organizations managing multiple locations, local SEO plays a crucial role in building trust with the local audience. The primary objective is to boost the visibility and credibility of each practice and physician by providing consistent and accurate information.

When healthcare clients enlist the expertise of our healthcare SEO professionals to enhance their local search marketing, we typically initiate the process by optimizing the Google Local Packs. These packs comprise a collection of similar businesses that appear prominently on Google’s search results page. For instance, if a user searches for “Women’s Health in Los Angeles, CA,” a group of businesses matching that description within a mapped area will be displayed in the Local Pack.

Why do Healthcare DTC Brands need Local SEO?

The growth of the healthcare industry is closely tied to the increasing significance of online visibility for healthcare providers. In the digital era we live in, an expanding number of patients rely on search engines to discover local healthcare options, making a robust local SEO strategy essential for healthcare providers to connect with potential patients.

To emphasize the importance of local SEO for healthcare, here are some compelling statistics that highlight the need for optimization in marketing strategies:

  • Approximately 46% of all searches conducted on Google are specifically seeking local information. This demonstrates the substantial portion of users actively looking for healthcare services within their local area.
  • An overwhelming 92% of users tend to select businesses that appear on the first page of local search results. This emphasizes the significance of securing a prominent position in local search rankings to attract potential patients.
  • Research indicates that 80% of consumers utilize search engines to find local information, including healthcare providers. This underlines the prevalent reliance on search engines when it comes to seeking healthcare services in the local context.
  • In today’s digital landscape, a significant portion of patients, around 33%, use mobile devices such as tablets and smartphones to research and book appointments. Optimizing for mobile search is crucial to cater to the growing number of patients using these devices.
  • Personalization is increasingly important in advertising. A substantial majority of smartphone users (67%) and tablet or computer users (72%) expect advertisements to be tailored to their specific zip codes or cities. Implementing local SEO strategies enables healthcare providers to deliver targeted and relevant content to their intended local audience.

These statistics underscore the importance of incorporating local SEO techniques in healthcare marketing strategies.

How Can You Rise to the Top?

When users search for local healthcare services, Google presents a user-friendly map with three conveniently pinned local businesses. The selection of these businesses is determined by Google’s local algorithm, which takes into account three critical elements: proximity, prominence, and relevance.

  • Proximity refers to how close your business is to the user’s current location. The closer you are, the higher the chances of appearing in the Local Pack.
  • Prominence is a measure of your business’s popularity and reputation in the local market area. Google considers factors such as online reviews, ratings, and overall online presence to assess prominence.
  • Relevance is determined by how well your products and services align with the user’s search intent. Ensuring that your content is relevant and meets the needs of your audience is crucial.
  • Local SEO requires more than just targeting the right keywords. One needs the importance of high-quality, relevant content. Putting yourself in your audience’s shoes and providing the best answers to their questions is key.

    To achieve visibility in the Google Local Pack, it is important for your business to appear whenever users in your local market area search for the products or services you offer. Let’s explore the top ranking factors that can improve local SEO for your brand.

    1.Google Business Profile (GBP)
    A Google Business Profile is a valuable asset for people in the healthcare industry. It allows nearby customers to easily find your business when they search for relevant keywords. Your GBP provides essential information about your offerings, such as services provided, operating hours, location, contact details, and more.

    2.Reviews
    Patient reviews have a significant impact on local SEO. Google’s algorithm considers the quantity, quality, and freshness of reviews when ranking businesses in the Local Pack. Implementing a review strategy that encourages positive reviews can help boost your visibility and credibility.

  • 3.On-page SEOOn-page SEO involves optimizing the content and structure of your website to improve visibility in search engine results. In the context of local SEO for healthcare, it’s crucial to incorporate relevant keywords and phrases throughout your website’s content. Focus on using keywords that reflect the services you provide and the locations you serve.

    4.Links

    High-quality backlinks are important for both organic and local SEO. When reputable and trusted websites link back to your healthcare website, search engines consider it as a signal of your website’s authority and value. Building relationships with authoritative healthcare websites, local directories, and industry influencers can help you acquire relevant backlinks.

    In Conclusion

    The space of healthcare is vast, that is not news to anyone. Optimizing your website for local SEO is essential to secure a top position on search engine results pages. By implementing the strategies we’ve discussed, you can drive increased website traffic, phone calls, and valuable new leads. To effectively monitor your progress, it’s recommended to utilize reliable rank-tracking tools that provide actionable insights.

    While the world of SEO can appear daunting, the time and effort invested in local SEO for your medical practice will yield significant long-term benefits. However, if you find yourself in need of additional time or expertise to manage your SEO campaign effectively, it may be worth considering a partnership with a managed SEO expert. They can offer specialized guidance and support to propel your healthcare DTC brand to new heights.

    For a comprehensive SEO website audit and to discover how Saffron Edge can assist you in improving your medical practice’s online visibility and attracting more patients, we encourage you to schedule a practice acceleration session with one of our team members. Together, we can ensure your brand stands out and thrives in the competitive healthcare market.

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