A person develops a skin condition. They don’t know what it could be, so they Google it. A family doctor recommends treatment for psoriasis from a specialist. The patient searches for treatments at home. A mother is worried about her teen’s acne. All of these people have the single goal of finding a solution to their skin-related problem. They search for those who can help them through Google.
A dermatologist with a Google Business Profile is more likely to land that patient than one who does not have it. Why is that? Let’s explore what a GBP is, how it works, and what you need to do to optimize a GBP for dermatologists.
What Is a Google Business Profile?
To get started, a Google Business Profile (GBP) is a type of listing in the search engine. It informs the search engine of the services you use and who you serve. It provides the would-be client with the information they need to make the decision to book an appointment. While it may seem like a simple tool on the search engine, your GBP is a powerful resource with numerous potential opportunities to help you grow your practice.
The benefits of a Google Business Profile for dermatologists are hard to overstate. They include:
- Better ranking in the search engines: An optimized GBP helps you rank higher in the search engines.
- Google Map Pack: The Google Map Pack is a listing of three providers within the local area of the person searching, and a critical way to drive client bookings for dermatologists.
- Increased opportunities to engage with your customers: Your profile can be used to get reviews, communicate services, and offer helpful insights that help people become clients.
- There is no cost: Setting up your GBP is free. You can use this marketing tool for dermatologists without any costs, though paying someone to set up and manage your GBP is also a way to lessen the time commitment.
- Most importantly, your competition is using their GBP, and you need to be at the forefront of this marketing process.
When someone searches for a service provider, such as a dermatologist, they are more likely to click on a provider with a Google Business Profile, reviews, and information than a simple website description.
How to Optimize Your Google Business Profile for Dermatologists
You can claim your Google Business Profile with a few steps on Google’s website. You will need to verify your business and define what you do. Every other factor on this profile is an opportunity for you to optimize the content. Optimization simply means ensuring that all of the necessary information and data are present to communicate with the search engine about what you do and who you can help.
Optimizing is what draws the search engines to rank your profile higher than others. It also must communicate valuable insights to your prospective patients. Do not add tons of keywords to it and hope that it works. Instead, work through the following steps that will comprehensively allow you to create a profile that ranks in the search engines.
Your Information Must Be Accurate
One of the most important starting points is ensuring all of your company information is included and accurate. Keep it letter-by-letter the same on your profile, website, social media accounts, and other digital mentions. This is called your NAP – Business Name, Address, and Phone Number. Whatever format and terminology you use, keep it the same in every mention.
Determine What Your Keywords Are
In the rest of the GBP, you will have opportunities to incorporate keywords – or short phrases – that have your local information in them. The simplest of them is – “Denver dermatologist” or “dermatology practice in Phoenix.” Yet, there is a lot of competition for this. Instead, aim for more specific details with less competition. Here are some ideas:
- Include the names of the services you offer, including manufacturer names
- Consider incorporating conditions you treat, especially if you specialize
It also helps to complete comprehensive keyword research. Again, you do not want to add numerous keywords to your profile, but you can include a list of services, areas you serve, and product names you provide. These can all help your GBP rank better for those services.
Incorporate Local Signals
A key benefit of using GBP is that you will be able to rank in the Map Pack. That means patients in your area who are most likely to need your services will see your practice listed at the top of their search results page. Google uses local information to determine when to position your profile in that three-pack. By incorporating local information into your GBP, you will be better able to rank in those communities.
This could be more than just the city names. Use descriptions such as “at the corner of Atkins and Monroe” or include the name of a local school. The key is to be specific and different from what your competitors are doing.
Consider where all of your customers come from for your services. Do you serve an entire metro area or just a few communities? If you’re not sure, take a closer look at your current client profile. Where are they located? Focus on those terms.
Include Photos
You don’t need to include photos of conditions you treat. However, you do need to include photos that demonstrate who you are and what services you offer. For example:
- Offer a photo of the outside of your dermatology office. People can instantly connect with that.
- Have professional photos of your medical providers and staff completed, and use a team photo. You can also use your company’s logo as a photo.
- Show a photo of the interior of your office, such as what the waiting room is like or an up-close image of the tools or techniques you offer.
These photos help make you a “real” person for the customer, which encourages them to book an appointment with you.
Create Posts
Google Business Profile posts are much like a small blog post. They are meant to provide a way for you to offer up-to-date information that is beneficial to those searching for that information. Consider a blog post that talks about summer skin conditions. Choose to include a short post about a new service or product option you recommend.
Posts are not long form, meaning you do not want to spend a lot of time on just one topic. However, they are a way to build your reputation and harness the engagement opportunities with your prospective clients.
Use Reviews
Today’s consumers are more cautious than ever about who they invest their time and attention in, and that often means they benefit from having another consumer’s opinion to support them. Google Reviews are the best way to showcase customer testimonials and provide a clear way of engaging your clients.
There are numerous ways to get reviews, but some of the most effective for dermatologists include:
- Ask for them. When your customer books an appointment with you, ask for their email address. Ask for permission to add them to your email and text messages. Then, after they leave an appointment, send a message requesting a review.
- Turn to your social media accounts to ask current customers to provide you with a review. If they have before-and-after photos, that can help demonstrate your services’ value to other customers.
- Ask patients when they come in for an appointment if they will leave a review for you. Be sure to ask them at that time if there is anything you could have done to make their experience even better.
Now that you are starting to receive reviews, it’s time to utilize them to the fullest. When you receive a positive review, thank the customer for taking the time. If you receive a negative review, also respond to it. Encourage an unsatisfied reviewer to contact you to discuss what happened. Avoid fighting back or being defensive; rather, be encouraging.
Consistency Counts
One of the most important strategies for building an effective Google Business Profile as a dermatologist is consistency.
- Update your profile with new products and services whenever they happen.
- Keep your contact information and website up to date and accurate.
- Use posts to showcase specials you might be running.
- Add new photos every now and then.
- Engage with reviews – and always ask for them – to keep your reviews and stars growing.
Bringing Together Your Marketing for Dermatologists
There are many benefits that come from a well-maintained and optimized Google Business Profile for dermatologists. With the help of Surefire Local’s automation tools and resources, you can capture the information you need in a meaningful way.
Set up a free demo from Surefire Local now to learn what we can do to help you achieve your objectives.