The visibility power of a page one ranking on Google Search Engine Results page is substantially higher than page two. With a Google My Business listing you’re providing an additional channel of potential page one traffic.
“This traffic means guaranteed conversions, right?”
“A ship without sails cannot get from port A to port B”
If you’re not updating your listing then it’s just going to float in the water, letting the Google algorithms & updates decide what happens. However, being pro-active will provide the sails needed to set it in the direction of your goals.
Name, Address, Phone number – All essential data Google picks up for ranking the listing dependent on the geographical information provided. The “snack pack” a key player in turning impressions into conversions.
You can see on the example shown that NAP is the prominent information. Google provides a map with pins to show the physical location on a map, clearly showing to a visitor how close your practice is to them. Ensure these three items are consistent across every website, page, directory, blog, social page you own to benefit the most from Google’s algorithm.
After all, the more visibility Google awards you as a relevant practice for a local keyword, higher the chance the phone will be ringing.
Using the social feature “Posts” allows for custom content to sit alongside your GMB listing, it is generally underutilised meaning less competition than your typical social media site, completely accessible within your GMB dashboard. The feature allows for four different post-types; Updates, Events, Offers, Products.
Keeping your listing updated with posts will provide searchers with that little bit extra about your practice. Your post could be the deciding factor for a click. Here’s an example;
This post generated over 150 views and 6 clicks with no paid boosting, it includes the contact number and two offers . The combination of these with the call to action are a fantastic method of drawing the eye and scoring conversions!
If you think about the thought process of buying a product then the review section is highly influential. It isn’t only an important factor for site visitors, Google has confirmed reviews impact the position of your listing in the snack pack.
If a patient leaves a you review it is key to remember the listing is a public platform – Any visitor, returning or new can freely view every single one. If someone is criticising the practice, make sure to reply, it’s damage control and can potential patients turning away. Not to forgot it makes you and the practice more human and trustworthy over the web, if people already warm to you then it’s a great start to them trusting you with their teeth!
We highly believe in the importance of reviews, and have been integrating it into our SEO and Marketing strategies for some time now. We’ve also launched a new product EasyReview that can generate many genuine reviews from patients – If you are a practice looking to gain more positive feedback, I highly recommend reading more.
A combination of the above strategies alongside SEO best practice can generate great results on a monthly basis. One client with over 260 reviews and sitting at 5* gained the following conversions last month:
If you’re interested in increasing your conversions with a dedicated marketing team then give us a ring on 01202 677 277.