If you own a healthcare practice, then you want to help as many people as possible live their happiest and healthiest lives. That often means having multiple locations so that you can help people in different communities.
Local search engine optimization, or SEO, is a digital marketing approach that aims to help your site rank higher on relevant search engine results pages for what your community is searching for. It not only boosts your site traffic and conversions, but your foot traffic as well. Having multiple locations for your healthcare practice means that you want to diversify your marketing efforts to be tailored to the demographics in the different areas that you serve.
It can be difficult for healthcare providers to keep the brand’s voice consistent across various locations. Or they may struggle to appear at the top of search results due to duplicate content across multiple locations’ pages, which can confuse search engines and dilute keyword relevance.
But with a few local SEO tips and the help of BURG+CO., you can see local SEO success across your multiple locations.
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Create dedicated location pages
Even when the same practice has different offices, patients should be able to find individualized information about their chosen location. That’s where dedicated location pages come in.
Unique URLs for each of your locations allow the search engine algorithm to see how each one can be relevant for individual keywords, which boosts your search engine results page (SERP) rankings. For example, having a location page for Colorado will likely attract patients with much different concerns than a location page for California based on geography and lifestyle.
Be sure that each page includes:
- Location-specific content, such as unique features or treatments
- Localized meta tags and descriptions
- Up-to-date photos and videos of the location for boosted engagement
- Optimize Google Business Profiles for each location
Your Google Business Profile is essentially how your practice is listed on search engine results pages (SERPs). It includes basic information, such as address, phone number and photos. But it’s also a place for patients to leave reviews and stay updated on your practice through the posts feature. Each location will have a GBP that pops up for users based on distance and relevance.
A key aspect of local SEO is claiming and verifying your Google Business Profile. This process proves to the search engine’s algorithm that your practice is, in fact, real and owned by you, and allows you to have greater control over your practice’s online presence. The process involves verifying your practice through a video walk-through, using information from a Google postcard that will be sent to you and answering a text or phone call from Google.
When you have multiple locations of your practice, be sure to keep the information for each one as updated as possible. You also want to check for NAP consistency, meaning that the name, address and phone number are accurate for each office.
- Targeting location-specific keywords
As we mentioned earlier, the healthcare keywords being searched can vary in relevance from one location to the next. To boost your local SEO performance for your multiple locations, be sure that you’re completing thorough keyword research for each one. This involves looking at location-specific keywords with high search volume as well as keywords that competitors aren’t capitalizing on.
Long-tail keywords, which have three or more words, can help you target niche healthcare concerns and interests related to a location’s demographic. Here are some examples:
- “How to prevent heat exhaustion”
- “Common snow sport injuries”
- “Treating pain as an athlete”
- Utilizing localized content marketing
Content marketing is an essential part of local SEO because it allows you to connect healthcare education to your treatment options. You can create content, such as blog posts, that are based on targeted keywords so that they appear on the right SERPs. For a healthcare provider, you can create local-centric blogs that serve as educational tools as well as help people advocate for their own care.
Besides blog posts, you can also create content about local community events, such as fundraisers, that are relevant to the concerns of your patients. This type of content not only raises awareness for events and causes, but also boosts engagement and your credibility as a caring provider.
Want to attract new patients to your website with SEO for multiple locations? BURG+CO. can help
Having more than one location as a healthcare provider is a mark of your quality care, but you need to be continuously supported with local SEO as you grow. At BURG+CO., we not only know the tips and tricks to help your SEO performance for your different locations, but we also pride ourselves on tracking the analytics for your efforts to make data-informed decisions. We want to see what’s working, what isn’t and what we should do in the future.
Our team has helped dozens of healthcare brands enhance their digital presence by improving their ability to acquire new patients and retain and engage existing ones. If you’re looking to perform better in search engine results and attract more potential patients to your site, we’re ready to talk to you to see how we can help.
Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
