The new year is close and I want to make sure that your online practice visibility is strong coming into 2019.
Online visibility is important because potential patients or clients that are looking for a provider will start their search online. In order for you to even have a chance to turn that potential patient into an actual patient of yours, you need to be found quickly and easily.
So, what are the various ways that people can actually find you when they are searching online? Although there are many ways consumers can find you (as a provider) or your business, I’ll list some of the most important.
Search engines are now heavily focused on local business. Google, the grand daddy of search, accounts for about 85% of search volume in the U.S. So, it stands to reason that your focus should be on Google.
Google My Business (GMB) is the local platform that Google offers to manage your business on Google and within Goolge Maps. Other local search sites include Bing and Yahoo.
There are various directory sites including national, regional, local and even industry specific. These directory sites allow businesses to be categorized listed for those searching.
Examples of directory sites include Insider Pages, YP.com and dentistdirectory.com
Online review sites have become very powerful. Positive reviews can affect consumer behavior, impact ranking and produce more business. On the other hand, negative reviews can have a harmful impact on an overall business.
Some of the major review sites include Google, Facebook and Yelp.
Video is exploding. Period.
The statistics are stunning on how much video is consumed today. People want to learn about everything that impacts them in their life (as well as some cat videos here and there). So, it stands to reason that those who can produce video that displays your expertise and creates trust is a huge WIN.
Videos are also indexed within the seach engines and are ranked on various factors.
Now that I’ve shown you some of the major ways that potential patients are finding you, next up is how you can impact these areas.
If you haven’t done so already, you first must make sure that you have properly verified your GMB listing. Once this is done, make sure that you complete this listing fully. Add your exact business name, proper address and phone number. Categorize yourself correctly and add additional categories that fit what you do. Add pictures of your business amd your team.
Your buiness name, address and phone number (we call it your NAP) should be conistent across all directory sites. Since there are literally thousands of directory sites, this can be a feat. The major directory sites are always the most important, but even smaller directory sites need your correct info.
Why does this impact your visibility? The search engines use all of this data to compare. If all of the data matches with the information you have, it helps to verify you as a legitimate business, thus helping your ranking. Incorrect data can have the complete opposite affect and can lower your ranking.
Video creates content that search engines love. It can showcase you as the expert and built trust when the consumer is really searching for the right provider.
In the past, it was believed that you needed a full video team and expensive video equipment to make this happen. However, today, you literally can get by with a high quality smart phone camera. The key is to make sure your lighting and audio is good and you’ll be able to make a great video. These videos should be uploaded to your Youtube channel and Facebook.
Patient and client reviews are really important. There are now numerous studies on their importance and consumers use them to decide upon which products they will purchase and which provider they will make their appointment with.
Google uses the number of reviews and the quality of reiews within their algorithms as a ranking factor. So, we know, without doubt, that creating a great online reputation is vital.
In general, the more active you are online, the more advantage you have with visibility. But, you must be strategic. Just posting a blog article on an inconsistent basis or sharing a meme on your Facebook page every now and then won’t get you there.
Online activity needs to become part of your overall marketing plan. I would suggest you choose one or two social platforms and stick with that until you have it mastered. Maybe you like writing, so post blog articles. Maybe you like video, so focus on Youtube.
Move into 2019 with a strong push towards more visibility. By kicking your visibility into high gear, you allow yourself the distinct advantage of generating more.
Happy New Year!
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