Google is the most used search engine globally, by both prospects and visitors exploring businesses that can solve their problem through a service or a product. With this, small businesses can strategically use Google to reach their prospects, grow their clientele base, and increase revenue.
To achieve that, you’ll need to understand proven ways of increasing Google visibility in local search results and the 5 most important pillars in this pursuit.
In this post, we will discuss tips and strategies that have worked for our customers all across the country to maximize their online presence in the three main tiers of local search results: Paid listings, Local Map Pack, and organic listings.
Let’s delve in!
What Are the Tiers of a Google Local Search Results Page?
1. Google Ads
This is among the most rewarding ways of increasing traffic on your site. As a paid option, you’ll pay Google to advertise your business to prospects who search particular keywords and phrases.
If your Google Ad shows that your business is in Minnesota, they will target searchers in that area using certain keywords. For example, a prospect searching ‘dermatologists near me’ or ‘skin doctor in Minnesota’ or ‘what causes acne’ will likely get your Google ad.
Google ads appear on the first page of search results, making them possible sources of increasing revenue if you’ve targeted the right keyword and your content meets the searcher’s intent.
Tips To Make the Best of Google Ads
#1 – Make use of local-friendly ads extensions
With the best local-friendly ads extensions, you’ll attract the right prospects and increase conversions. Without them, you’ll attract the wrong people who will not buy from you, which is the ultimate goal.
That said, you can use:
- Mobile phone local business extension. Most people use mobile devices to search for dermatologists and want to call to find more information. If they cannot find you, you lose business.
- Location extension – Provide the extension associated with the geographical location of your dermatology business.
- Affiliate location extension. This extension allows searchers to see affiliates carrying your product in a given location.
#2 – Local search ads and modifiers.
In this strategy, you target a smaller radius around your business. Although this will attract fewer prospects, it guarantees higher conversion and ROI.
#3 – Focus on local-specific locations and keywords
In this strategy, you’ll need to change the default Google ads setting that concentrates on people that have shown particular interest in an area, even if they don’t live or regularly visit the place. With the change, you’ll target people that regularly visit or stay in the location your business is situated.
2. Local Map Pack
Also known as Google My Business (GMB), this is a free-to-use and straightforward Google product designed to help businesses manage their online presence. For example, you can use it to manage your presence and visibility in maps and search.
GMB makes it easy for locals to find you, allowing you an opportunity to share your story. It can help you grow your business by attracting the right people and growing the leads when strategically done.
With it, you can enjoy benefits such as:
- Read and respond to comments from your customers
- Assist in managing your business information
- Provides insights on how customers found you, making it easy to understand and grow your online presence
Strategies when using Google My Business
- 100 % Profile Completion. Providing all the information in GMB increases your Google ranking, and the number of actions prospects can undertake while on your page.
- Choose a Category. Since most customers will find you by a product or a service, it helps to choose the right category to optimize your business’s visibility. Selecting the right category allows you to be found in discovery searches. It also allows GMB to highlight particular category-specific features.
- Consistent Business Information. To rank in local searches for dermatologists, ensure your business info is consistent across all your platforms, including social media and website. For example, business name, availability hours, and contact information should be current and consistent.
3. Organic Search
This is a non-paid option for increasing traffic to your page. Primarily, it deals with keyword phrases, on-page and off-page optimization of all pages on your site.
With this, your site will rank on the first pages of Google, attract prospects using certain search terms and meet the searcher’s intent to increase conversion and revenue.
Organic Search Tips
Conduct Proper Keyword Research
Ranking on the first page of Google is an uphill task, especially when your industry is flooded with giants that have huge SEO budgets. As such, research on low-hanging keywords that have considerable search volume and lower keyword difficulty. This will give you an upper hand since you’ll have few competitors.
In your keyword research, you’ll realize long-tail keywords rank better than short-tail keywords. For example, the keyword ‘best dermatologist’ may be harder to rank than ‘best dermatologist to treat acne.’
Utilize Internal and External Links
Internal links between pages and posts in your website communicate to Google that your content is related and relevant within a given industry. It also establishes a hierarchy among your pages.
When other people within your field link to your website, Google sees your site as an authority and worthy being on the first page. As such, publish high-quality content such as research findings, case studies, and other link-worthy posts to get high-quality backlinks.
Install SEO Plugins on Your Site
To know the strength of the content you publish, be sure to install SEO plugins such as Rank Math or Yoast to help you know any SEO deficiencies and how to address them.
Also, ensure you also keywords in all your pages, not just blogs. You can use SEO tools such as Surfer SEO when publishing content to ensure proper optimization and the right keyword density.
Pillars to Building a Digital Footprint
Relevance and Coherence
Do you want to increase visibility in the local searches and improve your Google ranking? Start by being relevant. This will increase your credibility and trust among the prospects and customers.
Being relevant means understanding the pain points of your prospects as well as knowing what matters to your customers. You can get this information by hanging around the platforms that prospects are on and hearing what they say. Be active and engage individuals on this platform. Otherwise, Google marketing for dermatologists will not yield any lasting rewards.
Be Authentic and Transparent
An authentic business is honest, open, and forthright about particular operations that affect the customers, such as sourcing, internal processes, pricing, and core values. Business transparency also involves confronting matters when they arise and owning up to mistakes instead of getting defensive.
Authenticity is also seen in maintaining consistency across platforms. For example, your social media platforms should also reflect the values you uphold. Together with this, add regular and timely communication to queries.
The outcome is a loyal clientele that will act as brand ambassadors and refer your services to people in their circles.
Preparedness to Handle Crisis
Tough times are inevitable in business and what matters is how well you respond. For example, if your business website was hacked and valuable client’s information was exposed to hackers, how will you handle that?
How about a patient who did not get the desired results and exposes you online as a scam?
So, how do you prepare? First, think through and brainstorm on the possible crisis in your industry, look at businesses that were found off guard, learn from them and plan accordingly.
Formulate policies and frameworks to manage difficult online times. For example, you can have simulations to test your systems and improve where you fall short.
Build Lasting Relationships
The sustainability of your dermatology business is linked to how well you relate with your current and prospective customers. Whether offline or online, it’s important for your customers to feel cared for and not used as a means to an end.
Get time to understand your client’s needs and address them. For example, beyond treating the skin condition, endeavor to understand the emotional needs your clients may have. Use kind words, be empathetic and maintain timely communication.
Other ways of building relationships include email marketing, responding to customers’ comments, and handling complaints and concerns professionally.
Visibility and Timeliness
Google marketing for dermatologists won’t yield much if prospects don’t know your brand exists. In other words, people need to see and hear you regularly to build a loyal audience. You can achieve better visibility by:
- Responding quickly to queries and comments
- Planning a regular content schedule
- Brand awareness campaigns such as events
- Communicating to prospects about content, e.g., emailing your clients of a new blog you’ve published on your website
While this can be tasking, you can use technology to get alerts when your dermatology business is mentioned, or relevant conversions arise online.
Attend a Surefire Local Marketing Platform Demo!
Check out Surefire Local and discover how easy it is to be found on Google by your prospects. With our team of experts, you can be sure we will craft a personalized local marketing strategy that guarantees a high ROI.
Get started today with an all-in-one marketing intelligence platform and grow your dermatology practice.