How to use Google Business Profile to your advantage as a healthcare professional ?

Google business page is one of the most sought-after pages for listing your business. There are 2 million visits per day on the Google page and 46% of which is of local intent. One of my non-medico friend said “I recently wanted to go my physician who’s been my doctor since the time. I had not saved his number on my phone since every time i visit him, I Google his name and then call him with information that pops up”.

Google listing not only lists your business name but also your Contact number, location, and any other details which you choose to be listed. Without being listed as a medical practioner, you are missing out on a large chunk of consumer (patients) who depend on Google listing and reviews for choosing their doctors.

You must list your business on Google and continuously update it based on changes in real-time to stay ahead in the competition. This process is called search engine optimization (SEO) which is a skill that can be learnt easily or could be outsourced to companies

To be ahead in the game, you got to play by Google algorithms which favor’s certain

  • Keywords
  • Location near the users
  • Details like Website URL
  • Direction,
  • Phone number
  • Customer reviews
  • Brief business summary
  • Photos.

Google continuously analyses user behavior and optimizes its products. Let’s look at some latest features of Google business:

  • Claim and verify your business:
  • Update your business (Business information, category, and description)
  • View and respond to reviews and star ratings.
  • Create Google posts on the fly and promote special offers.

Lift your healthcare organization or multi-location practice to the top of SERPs (Search engine results page) with a Business Profile that expands your reach, builds trust, shares high-quality information, and targets high-intent audiences. 

While each physical location will have its own Google business page, larger businesses, and multi-location practices can manage their business groups via Business Profile Manager (f.k.a. dashboard for Google My Business). 

A business group is a group of business profiles collectively managed by a single organization. Healthcare organizations can easily apply changes across multiple profiles simultaneously from the Business Profile Manager. 

If you want to know the importance of Google business listing for your organization, here are five reasons to create, manage and optimize its Google Business Profile:

1. Awareness

Take up more space on Google’s search results and attract a wider audience.

2. Brand image

Guide first impressions, promote services (e.g., telemedicine), and cultivate your business’s image with a robust profile. Include items like your company logo, website, social links, images, products and services, company description, etc.

3. Reviews and ratings

Establish credibility, attract new patients, improve patient experience,and improve local SEO by responding to patient reviews quickly. Google’s algorithm favors businesses with several online reviews.

4. Google Maps

People often search for local businesses on Google Maps. Automatically improve your presence on Google Search and Google Maps with a robust Business Profile.

5. Local SEO

Claim and manage local information online about your practice or organization to increase site traffic

Information Can You Feature on Your Google Business Page?

Healthcare organizations can help potential patients learn about their business by including several pieces of information on its profile listing,including

  • Hospital or clinic name and location
  • Contact information (e.g., website, phone number) & messaging preferences
  • Hours of operation
  • Posts (post content directly to your local panel in the search engine results page)
  • Description
  • Available services
  • Virtual care (telemedicine) & appointment links
  • Accepted insurance
  • Accepted credit cards
  • Photos

How to Setup & Manage Your Google Business Profile

Here’s a simple guide to creating a Google Business Profile that will be visible in Search and Maps for local patients looking for your products and services. Before you get started, here is a list of requirements:

  • Business name
  • Main category (e.g., healthcare)
  • Physical location or service areas
  • Phone number
  • Website address

How to Setup Your Profile

Ready to improve your local SEO and attract new patients? Follow these steps to set up your Google Business Profile: 

  • Visit Business Profile Manager
  • Sign in to or create your Google Account
    a. For new accounts, be sure to sign up with your business email domain.
  • Enter the name of your business and click ‘Next.’a. If someone has already verified the company, you can request the Business Profile ownership.
  • Search for and select a business category and click ‘Next.’ 
  • Choose whether you have a location customers can visit.
    a. For businesses with a physical address, click ‘Yes,’ fill out your business address, and click ‘Next.’
    b. For companies without a physical address, click ‘No.’
  • Enter up to 20 service areas (e.g., cities, postal codes, or other areas)
    a. Recommendation: Include service areas within a 2-hour driving window.
  • Enter your business phone number and website URL and click, ‘Next.’
  • Click ‘Finish.’
  • Review your information, select a verification option, and follow the instructions.

4 Ways to Optimize and Manage Your Profile

Once you claim, update, and verify your Google Business page, it’s essential to actively manage it to ensure your business remains attractive to the Google algorithm.

Here are four keyways to optimize and manage your Google Business Profile:

1. Add posts regularly

Google posts appear alongside your business page in Search and Maps, but the catch is they disappear after seven days. Keeps the Google algorithm coming back to your listing and boost local SEO by posting several types of content weekly, such as?

  • COVID-19 updates
  • What’s New
  • Events
  • Offers
  • Product or service spotlights

2. Encourage and respond to user reviews

Thank positive reviewers and respond to negative reviews with appreciation and offer resolutions. Replying to customer reviews is an excellent way for brands to build trust, improve organic SEO, and boost search rankings. It also sends an important message to consumers: your company is attentive and prioritizes patient satisfaction.
Google determines business quality based on the quantity and quality of user reviews. This means listings with several positive customer reviews will be displayed in the SERP more often than listings with few reviews or a significant number of negative reviews.

3. Respond to questions and post FAQs

Stay engaged with your patients by answering their questions and post ones you feel are missing in the ‘Questions & answers’ section located toward the middle of your Business Profile

4. Keep your Business Profile updated

Google Business Profiles are not a set it and forget it tactic. It’s crucial to log into your Business Profile Manager at least once a month to review and edit your information as needed because anyone—yes, anyone—can edit your profile. 

This is particularly important for hospitals and multilocation practices. Google Business Profile Manager allows you to manage all of your locations in one place and share accurate and consistent content across all listings. 

Summary

Keep in mind Google may change your listing information if it discovers conflicting information elsewhere, so it’s important to ensure accuracy and consistency across all consumer touchpoints (e.g., Business Profile, website, social, etc.).Leverage the immense power of your Google business page to build credibility and trust with your patients, boost local SEO, and outrank your competitors.


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