Setting up Google Business Profile for Your Business
If you don’t have a local SEO strategy for your healthcare organization, you’re missing out on a large, high-intent audience. When patients begin looking for a healthcare provider near them, they turn to online search, and for the majority of them, Google is the search engine of choice. What’s more, 46% of these daily searches include local intent.
The Google business page, Google Business Profile (GBP), is one of the best free ways to improve your local SEO ranking and attract new consumers. Once you set up GBP, you can introduce your business to potential patients in your area, drive website traffic, and build trust and credibility. At the same time, you can gain a better understanding of how patients are finding and engaging with your business, and make informed decisions about how to optimize your profile to drive more conversions.
Imagine you decide to finally do something about that nagging pain in your neck. However, when you search for chiropractors in your area, you don’t see any results that immediately stand out to you. You click on a few links, but the information on their GBPs is incomplete or outdated. You’re not sure if they’re still in business, what their hours are, or whether they accept your insurance. You end up feeling frustrated and overwhelmed and decide to give up your search, hoping that the pain will go away on its own.
On the other hand, if you come across a chiropractor with a complete and accurate Google Business Profile, you immediately feel more confident in their practice. You can see their hours of operation, contact information, patient reviews, and other important details that help you make an informed decision. You’re more likely to choose this provider and book an appointment because you feel that they’re a reputable and trustworthy practice.
Setting up Google Business Profile and keeping it complete and accurate can significantly impact a patient’s decision-making process and ultimately lead to more appointments and patient traffic. According to BrightLocal, five percent of GBP listing views result in a website click, call, or direct request. Perhaps even more eye-opening information is that 70% of consumers are more likely to visit a business with a complete GBP.
At the same time, an incomplete or ineffective GBP can steer patients toward other local providers and healthcare organizations. In addition to this, you may face additional negative consequences, such as lost revenue, decreased patient trust, and damaged reputation.
Step-by-Step Guide to Setting up Google Business Profile
Google’s algorithm is always looking for ways to give preference to healthcare providers located closest to the searcher’s physical location and most aligned with their needs. That’s why you need to put your time and effort into setting up Google Business Profile and keep it optimized.
Likewise, it’s important to stay up-to-date with any changes that Google introduces, such as the recent New Merchant Experience (NMX) that allows you to make any profile edits and view performance data directly from the search engine results page (SERP).
Despite these changes, setting up your GBP is a straightforward process. You just have to follow these steps:
- Before NMX rolled out, users would visit Business Profile Manager to sign in and create a Google Account. Now, if you try to access the original Business Profile Manager, you’ll be redirected to the first page of search results.
- To access the GBP editor, just type your business name on Google.
- If someone has already verified the company, you can request the ownership of the Business Profile.
- Search for and select a business category that accurately represents your healthcare organization and click Next.
- Choose whether you have a location that patients can visit. If you have a physical address, click Yes and fill out your business address. If you don’t have a physical address, click No.
- Enter up to 20 service areas, such as cities, postal codes, or other areas. It’s recommended to include service areas within a two-hour driving window.
- Enter your business phone number and website URL and click Next.
- Click Finish, review your information, and select a verification option. Google may offer several options for verification, such as a postcard or phone call, depending on your business type and location. Follow the instructions for verification to complete the process.
Don’t Forget to Optimize
Setting up Google Business Profile is just the beginning — it’s important to regularly update and optimize it for maximum impact. This increases the likelihood that your healthcare organization will appear higher in search engine results pages, thus expanding your reach, building trust,
and targeting high-intent audiences.
Consistently adding new content, such as posts or photos, shows that your healthcare practice is active and engaged. Responding to user reviews and questions demonstrates that your practice values patient feedback and is committed to providing excellent customer service. In return, this builds trust with potential patients, making them more likely to choose you over your competitors.
On the other hand, inaccurate information about your practice can lead to confusion and distrust among potential patients given that consistency across all online listings and directories, including your GBP, is one of the key factors in local SEO. Also, keep in mind that Google may change your listing information if it discovers conflicting information elsewhere, so it’s important to ensure accuracy across all consumer touchpoints.
Finally, setting up Google Business Profile and keeping it optimized can help you stay ahead of the competition. If you regularly provide patients with new content, respond to their feedback, and keep your information up to date, you can differentiate your healthcare organization from others.
Balance Patient Care and GBP Management
Although it’s essential to have a well-managed GBP, the task of setting it up and maintaining it can be time-consuming and complex, particularly when other responsibilities demand attention. However, with the help of SocialClimb, you can ease your concerns about finding the time and expertise to set up GBP and manage it effectively.
With the help of an all-in-one platform that automates your healthcare marketing efforts, you can automatically update your GBP with your practice information, including hours, address, phone number, and website URL, but also schedule posts in advance, which can save you time and ensure consistency. This helps you stay top-of-mind with potential patients and improve engagement.
SocialClimb also simplifies monitoring and responding to user reviews on your GBP, helping you build trust and credibility with potential patients, as well as improve your online reputation. Last, but not least, the platform provides analytics and reporting on GBP performance, including metrics such as profile views, clicks, and calls. With this data, you can get an overview of what’s working well, identify any areas for improvement, and make additional efforts to improve your online presence and stay ahead of the competition.
