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SEOHealthcare marketing strategy2 min read Why you should be on Google My Business

In 2021, it’s no longer an option—it’s a necessity.

September 20, 2021The Coffey Team

The Business Profile that pops up on the right-hand side of your browser in Google's search results can send clients right to your door. Known as Google My Business (GMB), this listing on a Google browser page shows your business information and allows marketers to manage how their organization is displayed on Google Search and Google Maps. Your healthcare organization should be leveraging this free web tool, especially during the pandemic and beyond.

In March 2020, Google updated its GMB healthcare guidelines in response to the COVID-19 pandemic. According to Social Climb, healthcare organizations were urged to update their business information and to list services, such as telemedicine, that could help consumers access care during the pandemic.

According to Forbes, Google My Business is more important than ever in 2021. If your healthcare consumers want to find your new hours or want to call you to inquire about your health and safety protocols, they can Google your organization's name and check the right-hand panel for the information they need.

Whether in a time of a pandemic or not, there is no question that GMB is beneficial to healthcare organizations. Consider the following:

It is highly visible, free advertising. A GMB listing gives you targeted exposure on the world's most trusted search engine—and it's free. According to Business 2 Community, about 90% of searchers haven't made up their mind about a brand before starting their search. This means that your business has to be visible in an online search to capture their attention.

You can provide critical information with Google posts. Because of the constantly changing landscape of COVID-19, you can use Google posts within your profile to keep your healthcare consumers informed as recommendations change. Inform patients about what to expect when they visit and any services that may have changed.

A GMB profile boosts your search results and leads. By supplying high quality, accurate information, you are helping Google to rank your organization higher. A robust Google My Business profile helps Google successfully meet your healthcare consumers' search needs. And local searches can result in more quality leads.

Google My Business can increase engagement with your consumers. A recent Google report found that 60% of smartphone users contacted businesses directly through the GMB interface using the "click to call" option. In one click, your healthcare consumers can access your website or contact you. And Google's messaging feature allows you to reply to your consumers' queries in real time.

Help consumers find your organization on a map. You can update your Google Maps information and search details so your clients can more easily locate you. On mobile, consumers need only click on your address to get immediate directions to your facility.

Google My Business includes consumer reviews. Reviews are an essential business tool that builds trust and confidence among healthcare consumers. Reviews shown in a GMB listing improves your local visibility on Google search. According to Shopify, 93% of customers say that online reviews have influenced them.

Need help?

Depending on how many locations your healthcare organization has, a Business Profile audit can be a lot of work. Let Coffey help. We can provide a customized list of action points to help improve your Business Profiles as part of a comprehensive website audit. Call 888.805.9101 or email us to get the ball rolling.