There are many important factors to consider when creating a local SEO strategy for multi-location diagnostic imaging centers, such as ensuring that your citations are consistent, checking the strength of your listings, and making sure you’re meeting Google Business requirements.
These are all things you can and should audit before developing a local SEO plan and investing in any local SEO efforts. Our local SEO audits include multiple sections focusing on the different principles that impact rankings, as well as those that have the ability to convert searchers into customers.
These sections include:
- A Google Business Profile review
- An online reputation assessment
- An analysis of Google Business Profile landing pages
- Citation checking and tracking
- A backlink analysis
Local SEO is not a paint-by-numbers deal. Our Local SEO Optimization projects are organized on stages with various activities that can be one-off to be done at set-up, daily, weekly or monthly. Below is only a sample for illustration:
Where are you on Google Maps?
Anyone who’s looking for your services may be searching Google Maps, but if you don’t appear there, you’re missing out on potential clients. Always make sure that your local business is properly listed on Google Maps by verifying its location, hours of operation, contact information, website address and phone number. Double check everything. Make sure it all matches up with information from other sources (such as Yelp), because all information will show up on Google Map results. Make sure your listings are not outdated or inaccurate; update them regularly or consider hiring someone to help you keep these details fresh and accurate so they don’t fall behind in search results.
Keywords and Your Google Business Profile Listing
Keywords matter when it comes to local search. If you have not updated your Google My Business listing, it is time to do so. The title of your business page should match exactly what you want people searching on Google Maps or web search results. In addition, be sure that each one of your individual locations has its own page with its own location address information.
Understanding the Citation Flow of Directories is Key
For those of you who aren’t familiar, citations are online mentions of your business name, address, and phone number. This is often within social media listings and directories, but also includes anywhere online where this data is shown.
Google often uses third-party data in Google Business Profile. When data on directory listings and third-party sites is incorrect, it can lead to Google pulling inaccurate data about a business. Therefore, it’s important to make sure your clinic's data is correct everywhere in case a searcher finds the business on a third-party site.
There is thought to be a strong correlation between the quantity and quality of citations, and rankings. You will want to build citations for each of your locations individually. Bear in mind that in each city or region your competitors will likely be different, so the number of citations required to rank above your competitors might be higher or lower. From our own local SEO audits, the number of citations required for a diagnostic imaging center could be as low as 50 and as high as 300+.
Your Online Reputation
According to the Whitespark survey, reviews are the second most important factor for ranking in the Local Pack. This means that Google reviews from customers that include keywords about your clinic's services are critical to their search success.
As you plan your local SEO strategy, make sure you identify how you’ll obtain online reviews from patients. If you have an active email newsletter list, include a request for reviews on that as well.
We use a proprietary One-Click review process for our clients that collects hundreds of positive reviews for each location month over month.
PPC Campaigns Should Drive Traffic to Local Landing Pages
If you are running PPC campaigns on Google or Bing, then you want your ads to send visitors who are searching online for local businesses directly to pages that describe your business, where they can learn more about what you do.
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