Local SEO can be a small, local vet clinic’s secret weapon. So, it’s vital to understand organic search best practices for veterinarians.
46% of Google searches are looking for something local. Google recognizes this.
They know where searchers are located and try to deliver organic search results the searcher wants to see—even if that searcher doesn’t put your town in the search box.
That’s because the more closely aligned Google is to search intent, the more people use their search engine.
What Is Organic Search/Local SEO for Veterinarians?
Simply put, organic search is a website ranking system. The higher your rank, the more likely your website appears on page one—without having to pay for search advertising.
Now, it seems like it would be hard to rank high when you may be up against national brands like Chewy or Pet Health.
But here’s the secret:
If Google thinks the searcher wants to see a 2-vet pet hospital instead of a prominent national brand, that will appear in organic search.
But there’s a catch. Google can’t automatically know which locations your business serves.
And honestly, someone could fake “localness” if they wanted to.
Google relies on specific local signals from multiple locations to verify that you are a local business.
Local SEO is all about making sure Google sees you as the local veterinarian you are. Now, you get that preferential treatment in your local area.
Factors that Tell Google You’re Local
It won’t surprise you that it all starts with how you design your website. You must meet technical SEO requirements to appear in searches at all.
These include making sure your website is fast, mobile-friendly, easy to navigate, and aesthetically pleasing so people don’t run away in horror.
Now that you have that out of the way, it’s time to spend some time off your website. Google will check several places to verify your location. These include:
- Google Business Profile
- Business Directories
- Social media profiles
We’ll explore these further in the organic search for best practices for veterinarians. But first…
Benefits of Appearing in Organic Search Results
A high percentage of Google searches are transactional. Someone is looking for a product or service. They have a high intention to buy, book, visit, etc.
As a business, you want to be visible during this critical moment. Because if they see your arch nemesis—the veterinarian that opened up down the street—first, a should-be new customer chooses them instead.
Local SEO can help you appear on the map in many local searches, which can drive foot traffic. And they can click on your website from your organic listing, sending traffic directly to your website.
Some pet parents are just asking questions. They’re not ready to schedule. Still, applying these organic search best practices for veterinarians helps your site appear here so you can educate local animal lovers about proper pet care and the importance of finding a local veterinarian they trust.
Local SEO Tips for Veterinarians
1. Improve Your Google Business Profile
We can’t overstate this. Having a Google Business Profile is essential for veterinarians.
Your profile allows you to share all about your company. They see your locations, hours, specialties, and even prices. You can add special offers, pictures, descriptions, pet emergency procedures, and helpful resources.
The pet parents of your patients can start generating reviews to build trust with people looking for a new vet.
All this additional context will show up with your website in the organic search results. Now, your clinic isn’t only visible. It stands out in the search results. You’re more likely to earn clicks, even if your competitors are on the page too!
2. Be Active Online
Social media isn’t just for engaging potential pet parents. Google sees your social media activity and engagement. These increased social signals can impact your website directly (someone following a link) and indirectly (brand mentions).
So, don’t feel like every post has to try to take people to your website for social media to work for you. Engage people on the platform, too! Be social.
You can add updates with pictures, videos, and up to 1500 characters to your Google Business Profile. Get employees and pet parents involved in helping you create content for these posts.
3. NAP Consistently
What if one directory says your clinic is in Elgin, IL, and the other says Chicago? Unless you have two or more locations, this inconsistency may make it harder for Google to verify your location or recognize just how many authoritative websites are referencing your veterinary hospital.
Or maybe you have a Doing-Business-As (DBA) name and the official name. Ensure your brand name, address, and whole phone number (NAP) are consistent across directories, social media, Google, and other platforms. NAP consistently is the name of the game.
And don’t make the mistake of trying to put your NAP into a clever image. With modern AI technology, it’s getting easier for Google to read images. But regular text is still the best way to be sure it’s readable by Google.
4. Claim Your Business
Many trusted local directories exist, like your local Chamber of Commerce, Yelp, The Yellow Pages (online), social media sites, Apple Maps, FourSquare, Better Business Bureau, local business journals, NextDoor, etc.
Some of these allow you to add more information than others. But claim all of them and fill each one out to its fullest with that consistent NAP we were talking about earlier. Add pictures and videos when possible.
Why does this matter?
These websites have high authority in Google’s eyes. This makes it easier for them to rank well in searches. You’re leveraging their authority to appear in more organic searches than otherwise possible.
Now, there’s an organic search practice for veterinarians you can take to the bank!
5. Optimize Your Website’s DNA
Many organic search best practices for veterinarians are little details that are easy to do but often overlooked.
URLs, title tags, headers, meta descriptions, and content that make up the DNA of your website are all opportunities to casually (or prominently) mention your location. “Your Denver Veterinarian”, “Emergency Vet in Portland”.
Or shift the focus onto your patients (with permission) and write a blog post about “Ashville, NC rat terrier” who overcame a disabling condition with the support of a loving family and dedicated pet doctor. People love these stories. Google notices that location is mentioned.
6. Add Location Pages to Your Website
This one is vital if you have multiple locations. You’re helping both pet parents and Google understand that you are local in multiple places. This lets you share location-specific information like front desk pictures, parking, public transit, hours, exclusive services, map, promotions, and more.
Now, Google will display the most relevant page to the searcher based on their location. But these pages also clarify what pet parents can expect from each location. That’s exceptional customer service.
7. Create Local Content
Create social media posts, blogs, and videos around local festivals, businesses, volunteer opportunities, partnerships, animal welfare groups, leash laws, veterinary meetups, and events. You can connect to your local community by showing you’re involved.
Don’t be afraid to mention businesses and locations specifically. They may just mention you back. So, the best dog parks, groomers, or pet-friendly apartments in Manassas, VA.
The thing you mention doesn’t even have to be directly related to pet care. How about “Can I Bring My Dog to {Busch Gardens}?” Insert your local attraction of choice.
Local marketing software can help you streamline content creation and use analytics to ensure your efforts result in new appointments.
8. Make Your Website Mobile-Friendly
61% of searches happen on mobile devices. And that percentage is even higher for local inquiries. Many people are already out the door before they know where they need to go.
It’s not just important to be mobile-friendly. At this point, your mobile site is more important than your desktop website. Make sure you know what your mobile site looks like on many devices and that it can adapt to different ones.
9. Engage Your Local Community
Engage local businesses who aren’t your direct competitors. Strike up partnerships for a cause or promise to share each other’s posts with your respective audiences.
They say two heads are better than one. Collaborations among 2 or more businesses can give your customers an experience that would be hard to pull off alone.
This increases your visibility in the community. But it can also attract links from other local businesses, educational institutions, and non-profits. Google considers links a sign of trust. Plus, the fact that they’re local further verifies where your clinic is located.
Attend a Surefire Local Marketing Platform Demo
Surefire Local is the small business marketing platform you’ve been searching for. Instead of juggling a lot of marketing apps that aren’t built with local businesses in mind, you could look at our all-in-one platform. To see for yourself how practical local marketing tools can be, attend a demo.