Does it feel like Google is constantly changing its algorithm and features, and you have trouble keeping up?
It feels that way because it’s true!
The Effect of Google AI Overviews
As you’ve likely seen in your recent searches, Google rolled out AI Overviews earlier this year. Experts across industries, including Google themselves, have yet to tell us the impact it will have on site traffic for businesses big and small.
Early indicators show that AI Overviews may reduce website traffic from users looking for quick answers, so optimizing your online footprint is paramount to staying relevant and driving the traffic you need to your website.
But as a business owner and a health care practitioner, you might not always have digital marketing at the top of your to-do list. And to complicate things further, Google and other search engines are in a constant state of change, making it hard to stay on top of the latest trends.
The Power of a Google Business Profile
At Audigy, our goal is to help you focus on the most important aspects of your online presence to ensure you have the visibility you need to reach more patients. We’re also here to support you in executing digital marketing efficiently.
One of the most effective tools at your disposal is your Google Business Profile (GBP). Let’s look at five reasons why.
1. Improves local search visibility
When potential patients search for services or products near them, Google prioritizes local results. An up-to-date GBP increases the chances of your business appearing in local search results and the coveted Google Map Pack. This enhanced visibility drives more local traffic to your website and physical location.
Your GBP is a critical component of your local search engine optimization (SEO). That’s why members on Audigy’s Local SEO program enjoy GBP-management support.
2. Boosts patient trust and engagement
An updated GBP with accurate information (like business hours, contact details, and address) helps build trust with potential patients. Moreover, by consistently posting updates, available services, events, videos, and photos, you engage with your audience, demonstrating that your business is active and patient-focused. This engagement can lead to increased prospect calls and higher patient satisfaction and loyalty.
3. Enhances your online reputation
Encouraging satisfied patients to leave positive reviews on your GBP can significantly boost your online reputation. Reviews are a powerful trust signal for both search engines and potential patients — and one of the most trusted referral sources today. Responding to reviews both positive and negative shows that you value feedback and are committed to improving the patient experience.
We’ve found the most effective way to drive reviews is through an automated, holistic system, which is why we provide an Online Reviews and Messaging program to streamline and increase your reviews in places like your GBP.
4. Increases click-through rates and calls
An optimized GBP with appealing photos, compelling descriptions, and complete information can attract more clicks. Users are more likely to visit your website or contact your business if they find the information on your profile useful and engaging.
In fact, calls from GBPs are so important that we recently added tracking lines to all GBP pages for members who are on our Local SEO and PRISM programs to ensure we’re reporting on GBP call volume every month.
5. Provides valuable insights
Google provides analytics and insights on how potential patients interact with your GBP. These insights include how many people viewed your profile, clicked on your website, requested directions, or called your business. Regularly reviewing these insights helps you understand patient behavior and tailor your marketing strategies accordingly.
And the good news is that if you’re on Audigy’s Local SEO program, we pull these most critical details into your monthly digital report so that you can see your website and GBP details in one easy place. Our goal is to help you stay focused on the data points you need to determine future strategy.
Final Thoughts
Updating your Google Business Profile is not just a one-time task but an ongoing process that plays a pivotal role in your SEO strategy. By keeping your profile current, you enhance local search visibility, build patient trust, improve your online reputation, increase engagement, and gain valuable insights. In the competitive digital landscape, an optimized GBP can be the difference between being found and being overlooked.
Invest the time to keep your profile fresh and relevant, and watch your business reap the benefits while navigating the shifting environment of AI in search.
And don’t forget to lean into Audigy for support — we can’t wait to help you take your Google Business Page and overall digital presence to the next level!
Written by: Kelsey Rutis, Head of Marketing