Ever wonder why certain websites pop up first in the search results when you’re looking for a local service? Why does that dermatologist office you’re competing with claim that number one spot on the map of your area?
And why isn’t it you?
The secret is local SEO. When you localize your presence, Google prefers your business in local searches. This search-optimized content strategy for dermatologists can significantly boost your clinic’s visibility among potential local patients.
Much like sunscreen protects your skin from harmful UV, a well-crafted content strategy shields your practice from getting lost in the vast digital landscape.
Why Optimized Content Matters
“Optimized content” isn’t just a buzzword.
Here’s the truth.
You can waste a lot of time and money creating “unoptimized” content. You may think you’re reaching people who will become new patients. But they’re not even in your area.
For a local dermatologist, unoptimized content isn’t local. It casts a broad net and attracts people who can’t be your patients because they’re across the country.
On the other hand, when you optimize for maximum local reach, you stand out in search results that matter—those in your area. You schedule more appointments because the traffic your content generates is…
localized…
and optimized.
What to Know About Local SEO
Local SEO creates a signpost in the local search results to help the right people find you. It involves the use of local SEO tools, tactics, and strategy to convince the search engine you deserve a top spot.
Search engines like Google decide this based on local ranking factors, which can include:
- Proximity to the person performing the search
- Relevance of your content to the searcher
- Existence of relevant local signals from around the Internet (directories, socials, media, other local business websites, etc.)
- Mobile-friendliness and responsiveness
- Consistency in contact information
Website Content Optimization
You’ll start by localizing your keywords. Did you know you can use keyword research tools to see what people search for in your area? Locals might ask certain questions or use specific terminology.
And it’s important that your content includes the words people in the area use.
For example, some dermatology offices only use “formal” names for skin treatments and therapies. Even if a keyword sounds a bit colloquial or casual to your ears, it’s essential to use the words people are using.
Putting your location next to keywords naturally in content can further clarify where you are for search engines so they know who would benefit most from your site.
Next, let’s incorporate local landmarks, festivals, events, charities, a beloved eatery, and even non-competing businesses into content. Talking about things locals love shows you’re connected in the community to people and search engines alike.
You’re one of them.
And don’t forget to include your location in meta titles and descriptions. This further solidifies where you are for the search engine. And the more confident it is in your location, the more visible your website becomes in that area.
Now, on to directories to create some local signals with our search-optimized content strategy for dermatologists.
Directory Listings Optimization
It’s important to list your practice in directories. These can include actual directories, but also review sites and social media profiles.
Each of these helps people (and search engines) figure out where you are. Having more of them can amplify that signal.
These will include Google Business, Yelp, your active social profiles, and your local chamber of commerce, at the very least. But there are likely others you don’t know about the right local marketing software can help you identify while automatically keeping your information consistent and up-to-date across directories.
Then, it enhances authority and credibility while supporting your efforts to be visible in crucial local searches.
Having a consistent NAP (Name, Address, Phone) across directories ensures all of the entries point toward your business. This helps you get the most out of your local signals.
When combined with consistent NAP, reviews can significantly influence would-be patient decision-making. Now, they move forward and schedule that appointment instead of heading back to the search results to find another doctor.
To get more reviews, consider getting some small business marketing tools that help you automate the review process. This is vital to your search-optimized content strategy for dermatologists is vital for local SEO success.
Google Business Profile Optimization
If you just filled out one directory (which we’re not recommending), that one should be Google Business Profile. This page becomes a hub for potential patients to check you out. Not only does it include your Google reviews, but you can also add local content, offers, images, and videos to engage visitors. All of these seemingly little steps can make a big difference in your local search visibility.
Regularly update your Google Business Profile with new pictures (HIPAA-compliant, of course).
Quick note on that: Make sure your team knows to get proper social media releases before showing a patient. It’s possible to include patients, but you do have to follow the rules.
Social Media Localization
Now, let’s look more closely at social media. In addition to publishing local content, you can add geo-tags to images and ads to target towns, cities, and even zip codes.
Post regularly about local happenings that matter to your audience.
Why not attend or host a local event? Take pictures and videos to share on social media with geo-tags. With proper authorization, you can even tell local patient stories.
Interact with those who engage with you to reinforce their behaviors. This keeps them on your profiles longer and encourages them to share with others.
Online Advertising Localization
Geo-targeting your ads conserves your ad budget. You’ll avoid those annoying clicks from people who can’t become your patients—because they’re too far away.
Why not try combining a couple of our search-optimized content strategies for dermatologists? Talk about local landmarks in your geo-targeted ads. Show visuals only locals will instantly recognize to get their attention.
After all, getting people to notice you can be a struggle for many clinics.
Now that you’ve overcome that hurdle, let’s increase customer trust by including a local phone number in your ads to reinforce your local presence.
Then, win that dermatology appointment. You’ve earned it!
Measuring Success
It doesn’t matter if you’re ranking nationally. You need to know if you’re visible in local search results. And you can track this local ranking using small business marketing tools designed specifically for a more localized search-optimized content strategy for dermatologists.
This data provides insights into what’s working so you can double down on it to get the highest return on your investment.
And if you’re doing something that’s falling flat, you’ll know quickly. You can stop wasting time and money on content strategies that don’t work.
Search-Optimized Content Strategy for Dermatologists
Localizing your online business is vital to attracting people who can actually become your patients without wasting your marketing budget on people who can’t. Each search-optimized content strategy for dermatologists we’ve mentioned does just that.
It makes generating local. signals easily so your brand becomes the clear choice when Google ranks local dermatologists on the results.
But it’s important to work smart. You want to save time while maximizing the number of new patients you can generate through this strategy. And for that, we have one more trick up our sleeve to share with you.
That’s small business local SEO software like Surefire Local. It’s the only all-in-one marketing and reputation management platform designed specifically for small local businesses.
Here’s a closer look at just some of the features
- Website / Local SEO optimizations – Get found locally with easy geo-tagging tools
- Online review management – Get more 5-star reviews by sending automated review reminders to patients. Get notified about new reviews and easily comment to show you care. Listen and learn from reviews to improve patient experience.
- Directories management – Easily identify, claim, edit, and publish new content and consistent information on directories. We have over 80 integrated right into our platform.
- Content marketing – Localize content to optimize relevance in your community and activate automation to post it across Google business, directories, and social media profiles.
- Social media management – Save time by doing social media the right way with post scheduling, engagement and sentiment tracking engagement, and comment response
- Local online advertising – Reach the right audience with your ads through local advertising tools.
- Analytics and reporting – Feel confident that you’re getting the best results possible with transparent analytics and reporting tools. Plus, we’ve added AI-generated recommendations to guide your efforts to improve performance over time.
- Educational resources – We want you to get the most out of your investment in our all-in-one platform. So, we’ve got webinars and blogs designed to demystify local marketing and turn you into an expert at using our software.
It’s time to localize and maximize your results. To learn more, attend a Surefire Demo.