Optimizing your Google Business Profile (GBP) is one of the most essential steps in improving your dental practice’s search engine optimization (SEO).
Whenever someone uses Google to look for a dentist near them, the first results they see are going to be three Google Business Profile listings, known as the Google 3-Pack. Showing up in the Google 3-Pack listings means you’ll get more visibility—and that means more clicks.
Dentists looking to rank higher on Google should prioritize fully optimizing their GBP to be featured in the Google 3-Pack listings.
What is SEO?
SEO is the process of positioning your website to gain better visibility in search engines like Google—which makes your website more visible to potential patients.
Why is SEO Important?
A successful SEO strategy can bring you more traffic, leads, patients, and revenue.
93% of your website’s traffic comes from a search engine results page (SERP). Without SEO, you could be missing out on opportunities to bring new patients into your dental practice.
Step-by-Step Guide to Optimizing Your Google Business Profile
1. Claim and Verify Your Google Business Profile
If you haven’t already, the first step is to claim your GBP. Search for your business on Google Maps and click “Claim this business,” then follow the prompts to verify your ownership.
If your practice isn’t listed, you can add it and verify through mail, phone, or video. This step is essential to gain full control of your GBP and begin optimizing it.
2. Update Name, Address, and Phone Number (NAP)
Ensure your practice’s name, address, and phone number (NAP) are accurate and consistent across all platforms, including your website and other directories.
This consistency is key to improving your rankings in local searches and signaling to Google that your practice is legitimate.
3. Select Relevant Google Business Profile Categories
Choose the most accurate primary category that describes your services, such as “Dentist” or “Dental Clinic.” For specialized practices, select specific categories like “Cosmetic Dentist” or “Dental Hygienist.” You can add up to 10 secondary categories to further describe your services.
Update these categories whenever your services change to keep your listing relevant.
4. Update Business Hours
Accurate business hours are critical, as Google uses this information to determine if your practice is open during searches. Ensure your standard hours are up-to-date and add special hours for holidays or closures.
5. Add a Website Link
Include a link to your practice’s website in your GBP. This enhances your profile and contributes to your website’s local SEO, helping potential patients learn more before making an appointment.
6. Add Social Media Links
Linking to your social media profiles may not directly impact your local SEO, but it completes your GBP and offers additional ways for patients to engage with your practice.
7. Add Services
Detail your services in your GBP to provide both Google and potential patients with more information about your offerings. This helps your practice appear in more specific local searches.
8. Select Relevant Attributes
Attributes in the “About” section of your GBP describe unique aspects of your practice, such as “Wheelchair-accessible entrance” or “Women-owned.”
These attributes can help your practice appear in searches for specific criteria, making your practice more appealing to a broader audience.
9. Write a Keyword-Rich Business Description
Include a business description that naturally incorporates relevant keywords. This description should accurately reflect your services and location, helping you appear in local searches.
10. Enable Online Appointment Booking
Enable online appointment booking through your GBP if possible. While this doesn’t directly affect your rankings, it can convert more leads into patients by making it easier for them to book services.
11. Enable Messaging
Activate the messaging feature to allow potential patients to ask questions directly through your GBP. Responding promptly can lead to positive reviews, which do impact your local search rankings.
12. Upload High-Quality Photos and Videos
Enhance your GBP with photos and videos of your practice. Include images of your team, the interior, and exterior of your clinic, and regularly update your listing with fresh content.
13. Utilize Google Business Profile Posts
Use GBP posts to highlight special offers or link to blog articles on your website. These posts can help improve your local SEO and provide valuable information to potential patients.
14. Stay Active in the Q&A Section
Monitor and respond to questions in the Q&A section of your GBP. Providing accurate answers can improve patient trust and may positively influence your rankings.
15. Manage and Get More Reviews
Google reviews are a significant ranking factor. Implement strategies to encourage more reviews, such as sending follow-up emails with a direct link to leave a review.
Responding to all reviews, both positive and negative, demonstrates your commitment to excellent service.
Optimizing Your Google Business Profile as a Larger Healthcare Facility
If your dental practice is located within a larger healthcare facility, you’ll need to take additional steps to optimize your GBP.
Distinguish your practice as a separate entity by updating your NAP with unique identifiers like floor or suite numbers and using the “Located in” feature to specify your location within the larger facility.
Getting Started
Optimizing your Google Business Profile is a powerful strategy for improving your practice’s visibility in local search results. By following these steps, you can ensure your GBP is fully optimized, helping you stand out in the competitive dental industry. Remember, your practice’s SEO is an ongoing process, so regularly monitor your local rankings to refine your strategy and stay ahead of the competition.
