How To Leverage The Power Of Google My Business
When it comes to online search, Google is the king, but that doesn’t mean your chiropractor business can’t get in on a share of the spoils.
Google is more than two decades old now, and in that time they have built a collection of tools to help businesses achieve better search results, get more exposure online, and ultimately drive more potential patients to their websites.
The best tool they have developed that will increase your business’s online search presence is Google My Business. And with a little research and patience, it’s easy to put it to work for your chiropractor clinic.
There are now more than 3.5 billion searches been done every single day on Google. Out of those searches, 75% of them are people searching online locally to find businesses just like yours, and having a well-rounded Google My Business profile makes it easier to get in front of these searchers.
“7 out of 10 people have made a purchase or brought a service from a business they found using a search engine.”
Think of Google My Business as an extension of your website. It contains much of the same information as your website, such as location, phone number, and opening hours. The difference is that all this information and more appears on Google when people search for your business’s name, which is very powerful.
These days a crucial first step in ANY local SEO strategy should be to claim and verify your local business’ Google My Business (GMB) listing.
“Local searches lead 50% of mobile searchers to visit stores within one day.”
Here is the way that information displays in Google Search if somebody searches for a chiropractor in Dallas:
As you can see from the above image, your GMB profile allows the physical location of your business to be found on Google Maps, giving prospective customers a clear and easy way to find your business, including getting driving directions to your clinics door.
The 3 Places Your Google My Business Profile Can Appear On Google
Your Google My Business page information can show when someone searches for your business (or for your type of business) on Google in three different places:
If somebody searches a business by name a section known as the ‘knowledge panel’ will appear like this:
On mobile devices, it looks a little different to make it easier for people to get directions quickly and be able to call the business.
The Map Pack
This section of Google’s search results displays three businesses that are usually the nearest to the geographical location used in the search.
The Google Maps Pack (aka Local 3-Pack) appears in almost 30 percent of all first page for organic search results, and it can be a significant driver of targetted traffic to your business and website.
Your Google My Business profile information also shows when someone searches on a desktop through the Google Maps tab for your business (or your type of business).
Make Sure You Have You Set The Right Category
As we mentioned earlier, the geographic distance from the person conducting the search and the business category relevant to their search are the most obvious factors in why a business shows up in the map pack.
So it is very important then that you have set the correct category for your business in your Google My Business profile. It’s straightforward to do, and there is a category for Chiropractors.
“58% of local searches are done on mobile devices, a number that’s growing every year.”
Make Full Use Of The Description
Your GMB business description is a summary – of up to 750 characters – that appears when a user searches for your business or checks out your listing on Google, via a desktop computer or mobile device.
Think of your GMB description as a way to showcase, in a few phrases or sentences, what makes your local business different and separates your chiropractor clinic from the competition.
If you have unique services that other chiropractor clinics in your area don’t have, this would be a great place to feature them briefly.
Please don’t add a spammy description. Instead, imagine you are talking to a friend about your business. I would recommend that you add a strong CTA towards the end of your description that encourages them to make an appointment.
Upload Good Images
The importance of good photos on your GMB profile can not be understated. We all know first impressions count, and visitors will quickly judge the photos you have on your business profile and in turn your business.
There’s no question that images can boost your businesses online visibility, engagement, and click-through rates.
According to Google, Businesses with photos receive 42% more requests for driving directions to their location from users on Google, and 35% more clicks through to their website than businesses that don’t have photos.
So photos are an excellent way to get a step up on your local competitors.
Your Google My Business has several different types of photos you can add, including regular profile photos, photos of your team, 360-degree interior photos, your business logo, interior, and exterior shots of your workplace and videos.
“60% of consumers say local search results with good images capture their attention and push them towards a decision.”
It’s important to note that your customers can also upload their own photos and videos of your business. Currently, you have little control of which user-generated images get uploaded to your GMB profile, but if the images are offensive or inappropriate, you do have the option to flag them and request a removal.
Google’s GMB Photo Recommendations
Google advises businesses to upload several different types of image to give potential visitors a clear idea of your business location and the people who work there:
- At least three strong exterior photos, taken at different times of the day and showing the approach to the business from common angles
- A minimum of three interior photos
- Product photos for the most popular products and services you sell
- One image of any common areas your business may have, such as the reception
- A minimum of three management and team photos
The Two Most Important GMB Photos To Add
Your cover photo and profile photos are two of the most important photos you should add to your GMB profile. Your cover picture, especially, is the first image people will ideally see when searching your business, so you want to make sure it represents you well.
Google will try to show the most relevant photo they can, and sometimes that means they bypass your chosen cover photo and choose a different photo you have uploaded instead.
Why You Need Good Google Reviews For Your Business
Once your GMB profile is active, people can leave your business a review using either their computer or mobile device.
More and more people are turning to Google reviews for recommendations on where to spend their time and money. In fact, 86% of consumers now read reviews for local businesses before choosing which business they will call or email for an appointment.
Good Google reviews these days are seen as a huge trust signal. They are part of social proof: the psychological phenomenon where people follow the actions of others in an attempt to reflect correct behavior.
In other words, when people see your positive reviews and that other people recommend your clinic, they are much more likely to visit your website, give you a call, book an appointment, or all of the above.
That means if you’re a local chiropractor business that wants to be found by potential new patients, it’s crucial to start collecting reviews.
Some of the benefits of generating Google reviews for your clinic include:
- Your business will show more prominently on Google maps
- Your profile will be displayed on regular Google searches more frequently
- Answering all your potential customers’ questions upfront (i.e. hours, services, etc.)
- Show social proof that your clinic is worth visiting
How To Get More Reviews For Your Chiropractor Clinic
The best way to get more reviews for your clinic is to ask for them. It’s a simple concept, but it really does work! However, there are a few approaches that work better than others when seeking out reviews.
“57% of consumers will only use a business if it has 4 or more stars.”
Leave a Lasting Impression
The best reviews you can get are ones that are unbiased and genuine.
We do not recommend incentivizing your customers to leave a review. Not only will they potentially skew the honesty of the review, but the practice is also against Google’s guidelines.
Instead, make them so happy with their experience when they visit your chiropractor clinic so they can’t help but want to leave an unbiased review for your business.
Respond To Your Reviews (Good or Bad)
Even in 2020, we still see a lot of chiropractor clinics not responding to their online reviews and, in particular, Google. Replying to your online reviewers is crucial – no matter if they’re negative or positive – because this is what your potential new customers see.
If people looking at your reviews see you ignoring poor ones, they may believe that you won’t be attentive to them as a customer, and may not give your clinic a chance.
They may instead go to your competitor who has responded to their negative reviews, made things right with the customer, and turned the bad situation into a good one.
Google My Business presents an excellent opportunity for local businesses like yours to attract more potential clients to their business. With a bit of time and effort, you can have a very enticing profile that will stand above your competitors and be a great tool in your online marketing arsenal.