In part 1 of our series on local SEO, we talked about what is local SEO and why it is an important part of your clinic’s marketing.
In this part we will continue on discussing how local SEO works and step by step instructions on how to do it.
How does local SEO work?
Relevance how closely related a Google Business Profile result is to the keywords a searcher uses in their search)
Distance (how far a user is from a business when they search)
Prominence (how important Google thinks a business is to its potential customers)
Then Google will display two types of search results for local searches.
The local search results like Google Maps and Business Profiles, in addition to the organic search results.
Organic search results are the query results which are calculated strictly algorithmically, and not affected by advertiser payments
A Google Map Pack is the term used to describe the most prominent position in Google’s local search results – where businesses are listed and their locations are identified on a map with place marker icons.
Map Pack has become a critical factor in how consumers decide where and what to buy when they search online.se
For example, when you search for “dentist near me,” Google displays a local pack at the very top. And the “regular” organic results underneath.
But Google doesn’t just display local results for queries that contain a city, state, or “near me” keyword.
If Google believes the intent of your search is local, it will display local results. Even if your search isn’t explicitly local.
For example, if you were in Newmarket, Ontario and searched for “dentists,” Google would still display a local pack for Newmarket, Ontario dentists.
Local SEO done step by step
Now it’s time to develop a game plan that will increase your local rankings and increase traffic.
The following steps will help you get started.
Keyword research is the technique of finding keywords the public uses when looking for local products and services.
The hierarchy for these keywords drives highly focused local traffic to your site and sends more prospective patients your way.
The first step is you need a short list of keywords people may use to find your business.
Google Suggest can also work well for local searches.
Bear in mind while performing your search, that it has to be something that prospective local customers are searching for.
Type in a keyword that someone in your area might use to find your business.
If you can’t think of any, ask one of your staff or call up one of your best clients and ask them.
When all else fails, ask a teenager and be prepared for a rapid fire of information in a very short period of time.
Now you have a list of keywords you might want to aim for.
If your competitors are using similar keywords, then these keywords will likely be extremely relevant to your business, as well.
Use Keyword Planner
This free tool will you discover new keywords related to your business, see estimates of the amount of searches they receive and the cost to target them.
Keyword Planner also provides another way to create Search campaigns that’s centered around in-depth keyword research.
Discover new keywords: Get suggestions for keywords related to your products, services, or website.
See monthly searches: See estimates on the number of searches a keyword gets each month.
Determine cost: See the average cost for your ad to show on searches for a keyword.
Organize keywords: See how your keywords fit into different categories related to your brand.
Create new campaigns: Use your keyword plan to create new campaigns centered on in-depth keyword research.
Remember Keyword Planner can provide valuable information on keyword targeting.
Your campaign performance depends on a number of factors.
Those factors are: your bid, budget, product, and customer behavior can all influence the success of your campaigns.
Leverage Google Keyword Planner
Google Keyword planner is also great for discovering new keywords related to your business.
Start by going to the “Discover new keywords” section.
Click on the “Start with a website” tab. Then, enter the domain of one of your competitors.
Click “Get results,” and Google will suggest a ton of keywords based on the terms that appear on that page.
Repeat the process with three of your top competitors and add all the relevant keywords to your list.
Another great Keyword Planner feature: It gives monthly search data for specific locations.
Use Google Autocomplete
Google autocomplete is a feature within Google Search that makes it faster to complete searches when you start to type.
Its purpose is to save users time by predicting what they’re going to search for.
Google’s autocomplete predictions depend partly on your location.
For example, if you’re in Toronto, Ontario, and you type “best dentist in” into the search bar, you’ll see something like this:
All these locations are near Toronto or in Ontario So, to find relevant local keywords, start typing in keywords related to your business.
As you begin adding local modifiers like “dentists toronto,” you start to see lots of other useful keywords.
Keep trying different combinations of different local keywords.
You should have a list of keywords for your local business SEO in no time.
Calvary marketing specializes in helping dental clinics increase their revenue through marketing.
Contact us today to help your clinic achieve higher revenues through more patient appointments