Welcome to "How I Grew My Practice," a podcast presented by NexHealth. In this episode, we have the pleasure of hosting Alex Membrillo, the CEO of Cardinal Digital Marketing. The discussion focuses on local SEO and optimizing the digital experience for medical and dental practices from search to booking. Membrillo shares his expertise on why local SEO has gained traction again and its significance in driving efficient patient acquisition.
The Resurgence of Local SEO
Local SEO is experiencing a revival after a phase where paid advertising dominated the landscape. Many believe that AI and SEO are losing their edge, but the truth is local SEO remains the most efficient lead driver. When businesses build a great website with valuable content, achieve high rankings, and maintain positive reviews, they generate leads at a fraction of the cost compared to paid advertising.
Embracing the Comprehensive SEO Approach
Local SEO should not be seen merely as a project to rank higher on search engines. It goes beyond that. Embracing a comprehensive approach, it now includes content optimization, conversion rate optimization (CRO), user experience (UX) design, and having a strong presence on platforms like Psychology Today. To sum it up, local SEO can be aptly redefined as "owned and earned media."
The Core Elements of Effective Local SEO
- Location Pages: For multi-site provider groups, location pages drive 90% of all SEO leads. Ensuring these pages have informative and engaging content that ranks well on search engines and converts visitors is crucial.
- Google My Business (GMB) Optimization: Optimizing GMB listings with relevant services, categories, and keywords is vital for local SEO success.
- User-Centric Website: A website's content and design should be tailored to convert visitors into patients. It should showcase the providers, credentials, services, location, hours, and offer an intuitive online booking system.
Measuring Local SEO Success
To gauge the success of local SEO efforts, practices should track key performance indicators (KPIs) like rankings, website traffic, and organic leads. These leads can be monitored through form submissions, HIPAA-compliant call tracking, and online booking. Knowing the number of leads generated from organic sources helps calculate the cost per acquired patient (CAC), a critical metric for evaluating ROI.
The Impact of Online Booking
Online booking has transformed patient acquisition in medical and dental practices. A tool like NexHealth Online Booking significantly improves the patient experience, as it provides a seamless way to book appointments and reduces friction in the booking process. Practices that offer online booking benefit from higher conversion rates and reduced marketing expenses, as they need less advertising to drive conversions.
As local SEO gains prominence again, medical and dental practices should embrace a comprehensive approach to improve their digital experience and attract more patients. Local SEO, emphasizing website optimization, user experience, and online booking, is the most efficient lead driver for practices looking to expand their reach and enhance patient acquisition. By incorporating online booking and refining their digital presence, practices can establish themselves as competitive players in the ever-evolving healthcare landscape.