Here's a few things you need to consider before purchasing or starting Local SEO for your doctors office.
As a doctor, you probably understand that time is money. No matter how smart you are, you can’t create more time. Therefore, time is of the essence when embarking on a campaign for build your healthcare practices’ online presence. In other words, when you are purchasing SEO for your practice, you want to ensure that you get what you are paying for, so it’s important to have a gameplan of what needs to happen.
When you work with a healthcare digital marketing agency (or specifically a Doctor SEO company) to get the best local search results via proper SEO techniques, there are a set group of rules you should follow. The first rule of creating a local SEO campaign from scratch that is successful is to begin with a solid ground for communication between your business and the marketing team. Without communications, the local SEO for doctors campaign is destined to fail. Generally, this is due to the face that expectations are not properly outlined and therefore, not met. When this happens, both sides lose.
As a doctor, you probably understand that time is money.
Give the 5 W's and an H
The most basic way to get your communications down is to streamline them for the most basic understanding. Think back to the “5 W's and an H” you learned in essay writing back in elementary school: who, what, when, where, why, and how? (If you don't have a game-plan together from the start you will feel like this guy here:)
Each of these questions have specific answers that can be outlined in straightforward, simple ways. This eliminates confusion and opens the lines for clear communications. For example, this can be an opening outline for a local SEO campaign from a business to their marketing team: outline for a local SEO for medical professionals campaign from a business to their marketing team:
- Who? Tommy Fixes Teeth (A Dentist)
- What? Lack of exposure in market despite having the highest amount of teeth per capita in the state.
- When? Since they opened. Would like solution by December.
- Where? 1St Avenue and 3rd Street behind Brandy’s Bun’s (Bakery)
- Why? Poor traffic to website, low local knowledge of local, bad location
- How? Increase local traffic by boosting awareness, especially same day dental crowns; launching aggressive Facebook PPC campaign
As you can see, the problem the business is having is clearly outlined. While they do have some idea about solutions (you don't always need to have an idea as the digital marketing team will have plenty regarding local SEO), the rest is left up to the marketing team.
Essentially, here's what's happening, why it's happening, when it's happening, how we want to fix it, and what we want to get out of this.
Relaying Expectations is Key to a Successful Local SEO for Doctors Campaign
The point of this exercise is to make sure that expectations are always clear cut and unmistakable while laying a strong foundation for clear communications. That's because this process is far from over. What happens next, is the digital marketing agency will start to establish an online local presence for the business. To do this, they will need to “claim” and “verify” the business through any number of methods.
One method is if there is a business phone attached to a pre-existing Google My Business page. Another method is when Google mails a verification pin number on a postcard to the physical location. Then, the business owner must relay the pin number to the digital marketing firm so they can verify the business and start getting local listing traffic.
Now here's where it's vital that the initial communications and expectation chain is set up properly: a lot of times, the pin number gets lost in the mail or the information isn't given to the marketing team. When this happens, precious time is lost and both parties can become frustrated.
But, using the above method, the digital marketing team can send out this type of email:
- Who? Digital Marketing Plus Plus-A Dental/Doctor SEO Company
- What? We need a Google verification pin number
- When? Within 5-10 business days of today
- Where? We had it sent to your practices’ physical location, check the mailbox
- Why? To verify your business with Google and begin local SEO services—this is required by Google to ensure no one else can post faulty information about your business
- How? Simply respond to this email with the pin number when you receive it or call Chuck at (555) 555.1234
As you can see, there is no ambiguity now and the expectations have been clearly communicated.
Communication is a Two Way Street
Once you have this pin number verified, your Doctor SEO agency will keep you abreast of anything that you need to do, why you need to do it, and in what time frame. Generally, the rule is the faster that you can roll everything out, the better off your local SEO search results will be. That's why it's vital that the lines of communication are clear and concise from the get go.
When you communicate expectations and realities in a timely manner, the process is smoother than you might have imagined. Formulating a transparent relationship will get you started on the road to successful SEO returns in the local market
To find out more about how local SEO campaigns work, and check out the next steps you have to take to make sure your local search traffic generates results, click the blue button below.