Google Maps today serves as a quick navigational tool for people looking to find a nearby business that solves their specific problem.
When someone near your business is googling “veterinarians near me”, they see 1 or more clinics closest to them in the search results. These locations are on a map with streets this searcher knows.
If you’ve optimized using these Google Map Pack strategies for veterinarians, they would see you prominently in the number 1 Maps spot—or at least the top 3.
If you haven’t, those potential new customers might see your competitors instead.
Understanding the Google Map Pack?
Google Map Pack is a section in Google’s local search results that shows nearby businesses on a map. It also lists them as 1, 2, 3, etc., along with a star rating and easy-to-click additional information like specialties, contact info, hours, reviews, images and more.
Because the Map Pack is so prominent and helpful, it earns 44% of clicks in local searches.
But there’s a catch.
You don’t get on this map based on how close you are to the searcher. Only top-ranking veterinarian clinics will show up here.
The higher the rank, the more visible.
Being top-ranking isn’t just about your experience, years in business, or awards from important local organizations—although those are still important.
Top-ranking means that Google considers your veterinarian clinic to be the most authoritative and relevant to the searcher.
Google Map Pack strategies for veterinarians increase how authoritative and relevant your pet clinic seems to Google. And—depending on the competition—get you into that top 3 in a short time.
How do you improve your ranking in Google’s Map Pack
Optimized Google Business Profile
By far, the most important of the Google Map Pack strategies for veterinarians is optimizing your Google Business profile.
Google Business, formerly “Google My Business,” is a free tool Google gives local business owners to showcase their companies in searches. Here are some quick tips for optimizing it.
1. Claim your profile and ensure it’s filled out completely and accurately.
NAP consistency is vital. Your business name, address, and phone should be the same across your website, social media, review sites, directories, and other places on the Internet. Ideally, you have a local area code on your phone number.
2. Use relevant search terms in your description.
Think about what services people will search for. But make sure it reads well too!
3. Verify your address with Google.
Google will want proof of your address. Submit this confirmation.
4. Add pictures.
Showcase your helpful staff, compassionate care, and actual happy pet parents and patients with their permission.
5. Add relevant categories to the listing.
Pet Boarding, Veterinary Pharmacy, or Veterinarian may apply.
Reviews
Reviews are an essential part of the decision-making process. 93% of users look at reviews before choosing a service provider. Reviews become social proof for people who don’t know you. So, what they say can influence who a stranger chooses.
Reviews can also directly impact your ranking. If someone sees 3 top-ranking options, and the first one isn’t the clear winner, a searcher is more likely to click lower in the list.
Google considers these clicks and moves those who get clicked higher. Those who don’t sink.
First and foremost, you should focus on quality reviews. So, here are some Google Map Pack strategies for veterinarians to improve the quality of their profiles.
6. Don’t pay or incentivize for reviews.
Instead, make it easy for your customers to leave reviews through review management software.
7. Encourage shared experiences.
Present reviews as a way for people to share, not simply throw a 5-star your way. Most people ignore a bunch of 5 stars with no details.
8. Fish for attributes.
Attributes are positive one-word summaries of a customer’s experience that reviewers can add. Ex: “Cost-effective. Friendly. On time.” Encourage people to choose specific attributes by using the attributes you want in your description, communications, marketing, and in-person.
9. Think about recency.
Reviews age. So, it’s essential to keep getting new reviews from people who write many reviews on Google.
10. Encourage people to upload images with reviews.
This valuable user-generated content showcases how much others appreciate your veterinary services.
11. Pay attention to Star Rating.
The sweet spot is 4.5 stars out of 5. Don’t worry if you get the occasional 2 or 3 stars. Most people realize that some people aren’t happy no matter what. Instead, focus on averaging out on the higher end.
12. Respond professionally to bad reviews.
Not only does this allow you to satisfy and perhaps keep the customer. They may change their review and star rating, bumping up your average.
Business Directories
Citations in respectable business directories increase trust, online presence, and authority. They can also confirm with Google that the veterinary clinic is actually local.
13. Claim important business directory profiles.
For starters, you have Yelp, Real Yellow Pages, your local Chamber of Commerce, Social media profiles, and Better Business Bureau. Local publications and organizations may also showcase businesses in your area.
14. Fill them out completely.
Similar to Google Business Profile, each directory will have several sections to fill out. Use this space to its fullest. This is like free advertising.
They may even let you add coupon codes or specials.
15. Have a consistent NAP.
Make sure your NAP information is consistent across the Internet: Name, Address, Phone Number
16. Use keywords.
Keywords or phrases are real searches people might use to find a veterinarian. Use commonly searched phrases in your description to increase your relevance in searches.
Website SEO
As a local business, Google gives your company preference in local searches. But your local competitors get the same courtesy. So, Google Map Pack strategies for veterinarians will include local SEO for your website strategies like these.
17. Attend to page speed.
Faster pages create better user experiences so people stay on your site longer and return. Google sees this as a sign that you deserve top ranking.
18. Build content around localness.
Building out your website content, in general, is vital for SEO. But specifically for local SEO, find ways to incorporate the location, local places, festivals, and organizations where it makes sense on your blog, videos, high-quality images, etc., to further entrench your website in localness.
Use terms like “Best veterinarian in Colorado Springs or “Salt Lake City Animal Hospital” to increase local relevance.
19. Embed a Google Map on your website.
Make it fast and convenient for people to find out where your clinic is and to get directions without having to back out of your website.
Community Engagement
To some extent, Google sees websites and businesses in terms of how many people are interacting with them. When people link to your site, write reviews, comment on your pages, add photos, share your posts, etc., these are indications that you have established credibility in your community.
So, yes, online engagement matters. And Google Map Pack strategies for veterinarians extend to your methods for generating this engagement online.
20. Build out your social profiles.
Fill them in entirely and start posting at least a couple of times a week. Share updates, highlight your employees, and share your involvement in local events and organizations. Increase your social presence and reach.
21. Network with local industry non-competitor businesses.
Build more connections with your local community by collaborating with other local businesses that have similar audiences. You can share each other’s posts, split the costs of video assets, and host online or in-person events together.
You can generate bigger and better experiences together. Reach more people while saving money.
22. Encourage photo uploads.
A photo is worth a thousand words. So, encourage your customers to take pictures of their pets:
- At events
- At your clinic
- For social media
- To add to their reviews
23. Invite questions on your Google Business Profile.
This gives you an opportunity to show you’re actively engaged in customer experience and showcase your knowledge and services.
24. Give locally.
Supporting local animal-related non-profits with donations and volunteering is a great way to show your commitment to animal health and well-being.
You can also get the pet parents involved, giving you more opportunities to engage with customers and future customers online.
You may even get mentions, shares, and links from the non-profit.
Attend a Surefire Local Marketing Platform demo
Applying these Google Map Pack strategies for veterinarians will help you optimize your brand presence online. Now, the right people find your clinic at the right time—when they’re looking for a veterinarian.
You attract new business in your area. And you avoid competitors siphoning off your business by appearing on the Map Pack when you don’t.
This sounds like a lot to keep up with. And it’s true if you were trying to do all of this manually, you wouldn’t have time to be a veterinarian.
Surefire Local provides business intelligence marketing software at a fraction of the cost of other tools or agencies that helps you manage the most crucial online marketing activities within one platform cost-effectively and efficiently. To see for yourself the difference the right software can make, schedule a demo.