How can I use local SEO to attract new patients

I’m a dentist in a fairly competitive area (downtown Chicago). My practice has been around for about 5 years and we’ve built up a decent patient base, mostly through word-of-mouth. However, I’m looking to actively grow my practice and attract new patients, not just rely on referrals. I know that people often search online for "dentist near me" or "best dentist in [my neighborhood]".

What are the key things I should be doing with local SEO to improve my visibility in these types of searches and get more people to choose my practice? I’m particularly interested in advice for:

• Google My Business: How can I optimize my listing and manage reviews effectively?
• Local Citations: Which directories are most important for dentists to be listed in?
• On-Page SEO: What keywords should I be targeting on my website, and how do I incorporate them naturally?
• Link Building: How can I get relevant, local links to my website?
• Content Marketing: What kind of blog posts or articles would attract potential patients?
• Managing my Reputation: How do I solicit reviews and address negative reviews effectively?

I’m not a tech expert, so please try to explain things in a way that’s easy to understand. Also, are there any common mistakes dentists make with local SEO that I should avoid? I want to make sure I’m investing my time and resources in the most effective strategies. My budget is limited, so cost-effective solutions are preferred!

Answer

Using Local SEO to Attract New Patients

Local SEO is crucial for healthcare providers aiming to attract new patients in their immediate service area. It focuses on optimizing your online presence to be easily found by potential patients searching for healthcare services near them. Here’s a detailed breakdown of how to effectively use local SEO:

1. Google My Business (GMB) Optimization:

• Claim and Verify Your Listing: Ensure you have claimed your Google My Business (GMB) listing for each of your practice locations. Verification typically involves receiving a postcard with a code at your physical address.
• Complete Every Section: Fill out every section of your GMB profile with accurate and comprehensive information. This includes:
  • Business Name: Use your exact business name as it appears in the real world.
  • Address: Provide your complete and accurate physical address. Use the same address format consistently across all online platforms.
  • Phone Number: Include a local phone number.
  • Website URL: Link directly to your website’s homepage or a relevant landing page.
  • Business Category: Choose the most relevant primary category for your practice (e.g., "Dentist," "Family Medicine Physician," "Physical Therapist"). Add additional relevant categories to further define your services.
  • Business Hours: Accurately list your operating hours, including any special hours for holidays or events.
  • Description: Write a compelling and keyword-rich description of your practice, highlighting your specialties, services, and unique selling points. Include information about accepted insurance plans if applicable.
  • Attributes: Utilize the available attributes to highlight aspects of your practice such as wheelchair accessibility, free Wi-Fi, or specific languages spoken.
• High-Quality Photos and Videos: Upload a variety of high-quality photos and videos showcasing your practice. Include:
  • Exterior photos of your building and entrance.
  • Interior photos of your waiting area, exam rooms, and equipment.
  • Photos of your doctors, nurses, and staff (with their permission).
  • Videos introducing your practice, highlighting specific services, or featuring patient testimonials.
• Regularly Post Updates: Utilize the "Posts" feature to share news, promotions, events, health tips, or updates about your practice. This keeps your listing fresh and engaging.
• Monitor and Respond to Reviews: Actively monitor your Google reviews and respond promptly and professionally to both positive and negative feedback. Encourage satisfied patients to leave reviews.

2. Website Optimization:

• Local Keyword Research: Identify the keywords that potential patients are using to search for healthcare services in your area. Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find relevant keywords with local intent (e.g., "dentist near me," "physical therapy [city name]," "urgent care [neighborhood]").
• On-Page Optimization: Incorporate your target keywords naturally and strategically throughout your website content, including:
  • Title Tags: Include your primary keyword and location in the title tag of each page.
  • Meta Descriptions: Write compelling meta descriptions that include your keywords and entice users to click.
  • Header Tags (H1, H2, H3): Use header tags to structure your content and incorporate relevant keywords.
  • Body Content: Write informative and engaging content that incorporates your keywords naturally.
  • Image Alt Text: Use descriptive alt text for all images, including relevant keywords.
• Location Pages: Create dedicated location pages for each of your practice locations. These pages should include:
  • Your full address, phone number, and hours of operation.
  • A Google Map embedding your location.
  • Directions from major landmarks or highways.
  • A description of the services offered at that specific location.
  • Patient testimonials specific to that location.
• Mobile-Friendly Website: Ensure your website is fully responsive and optimized for mobile devices. Many patients will be searching for healthcare services on their smartphones.
• Schema Markup: Implement structured data markup (Schema.org) on your website to provide search engines with more information about your practice. Use schema markup for:
  • LocalBusiness
  • Organization
  • MedicalOrganization
  • Service
  • Address
  • Phone Number
  • Hours of Operation
  • Reviews

3. Local Citations:

• NAP Consistency: Ensure your Name, Address, and Phone number (NAP) are consistent across all online platforms. Use the same format for your NAP on your website, GMB listing, and all other online directories.
• Build Citations: Create listings for your practice on reputable online directories and review sites, such as:
  • Yelp
  • Healthgrades
  • Vitals
  • Zocdoc
  • WebMD
  • RateMDs
  • Yellow Pages
  • Bing Places for Business
  • Apple Maps
• Industry-Specific Directories: List your practice on relevant industry-specific directories, such as directories for dentists, doctors, physical therapists, or other healthcare professionals.
• Local Chamber of Commerce: Join your local Chamber of Commerce and list your practice on their website.

4. Online Reviews Management:

• Encourage Reviews: Actively encourage satisfied patients to leave reviews on Google, Yelp, and other relevant review sites.
• Make it Easy to Leave Reviews: Provide patients with direct links to your review profiles. You can include these links in emails, on your website, or on printed materials.
• Respond to Reviews: Respond to all reviews, both positive and negative, in a timely and professional manner. Thank patients for their positive feedback and address any concerns or complaints raised in negative reviews.
• Monitor Your Reputation: Regularly monitor your online reputation and address any negative feedback or misinformation promptly.

5. Local Content Marketing:

• Blog Posts: Create informative and engaging blog posts on topics related to your practice and the health needs of your local community. Examples include:
  • "5 Tips for Maintaining Healthy Teeth" (for a dentist)
  • "Understanding Back Pain: Causes and Treatments" (for a chiropractor)
  • "How to Prevent Sports Injuries" (for a physical therapist)
• Local Events and Sponsorships: Participate in local events and sponsorships to increase your visibility in the community.
• Local Partnerships: Partner with other local businesses or organizations to cross-promote your services.

6. Tracking and Measurement:

• Google Analytics: Use Google Analytics to track website traffic, engagement metrics, and conversions.
• Google Search Console: Use Google Search Console to monitor your website’s performance in search results.
• Call Tracking: Implement call tracking to measure the number of phone calls generated by your local SEO efforts.
• Review Monitoring: Monitor your online reviews regularly to track your reputation and identify areas for improvement.

By implementing these strategies, healthcare providers can significantly improve their local search visibility, attract new patients, and grow their practice. Remember that local SEO is an ongoing process, requiring consistent effort and monitoring to achieve optimal results.