As an optometrist, you understand the importance of clear vision for your patients. But how clear is the vision of your practice’s online presence?
It’s crucial to effectively use the internet to reach people within driving distance of your office who need your eye health and vision care services. This is where Local SEO (Search Engine Optimization) comes into play. Let’s dive into what Local SEO is and how you can leverage it to grow your practice.
What is local SEO?
Local SEO is the process of optimizing your online presence to increase inbound visits to your website from relevant local searches.
These searches take place on Google and other search engines, and they often include a geographic qualifier like a city name or “near me.” For example, potential patients searching for an “optometrist near me” or “eye exam in [Your City]” are looking for local solutions. Local SEO helps your practice appear prominently in these searches. Conversely, if someone has location enabled on their device and is searching for eye care services, Google will naturally serve up results which are local.
You want to give Google all the information it needs to position your practice website at the top of local search results!
Why is local SEO important for optometrists?
Many people will use the internet to find local healthcare providers. A strong local SEO strategy ensures your practice is visible to those in your area actively searching for eye health and vision care services. Appearing in the top search results or in Google’s Local Pack (the map section of a search) signals to potential patients that your practice is reputable and trusted. Higher visibility in local search results will lead to more website traffic, which can translate into more scheduled appointments.
Steps to optimize your local SEO
When it comes to optimizing your online presence for local reach, here are some best practices.
Claim and optimize your Google Business Profile(s)
If you haven’t already, claim your Google Business Profile. Your Google Business Profile allows you to manage how your business appears on Google Search and Maps.
- Ensure all information is accurate and complete, including your business name, address, phone number (NAP), website, and office hours.
- Upload high-quality images of your practice, team, and services to give potential patients a good first impression.
- Implement a good strategy to make it easy for patients to leave reviews on your Google Business Profile. I personally like automated texts sent to patients shortly after they have an exam containing a link to your Google Business Profile with the request to provide a review. You won’t get 100% capture rate, but by automatically sending out the text you’re bound to collect more reviews than if you send the text out manually or not at all.
Optimize your website for local search
Integrate local keywords naturally into the written copy on your website. For example, use phrases like “optometrist in [Your City]” or “eye care services in [Your Neighborhood].” If you have multiple locations, create a unique landing page for each one with localized content. Ensure your website is mobile-first, as many local searches are conducted on mobile devices.
Build local citations
Ensure your practice’s name, address, and phone number are consistent across all online directories and citations, such as Yelp, Healthgrades, and local chamber of commerce websites. If necessary, submit your practice to relevant local and industry-specific directories.
Engage on social media
Share content relevant to your local community, such as participation in local events. You can use social media to increase awareness of your locally-owned and operated practice!
Create content for a local audience
Write blog posts about topics relevant to your local audience. For instance, provide seasonal eye care tips relevant for people who live within driving distance of your practice, or write about local events your practice is participating in.
You can also build relationships with local businesses and websites to earn backlinks to your website. These links from reputable local sources can boost your website’s authority and search rankings in your area.
Summary
Investing time and effort into local SEO can significantly impact your practice’s success. By making it easier for potential patients in your area to find you online, you’ll see an increase in website traffic, appointment bookings, and overall patient trust. Good local SEO can take time but pays off!
