Search engines like Google have specific algorithms that display local search results based on several factors. Google’s goal is to provide users with the most relevant and accurate results based on their location. For orthodontists, understanding how Local SEO works is crucial in optimizing for these algorithms.
Search Engines and Their Role in Displaying Local Results
When a user types a location-based search query (e.g., “orthodontist near me” or “Invisalign [city name]”), Google looks at multiple signals to determine which businesses should appear in the local search results. These signals include
User Location: Google uses the physical location of the user (whether they’re on a mobile device or have location services enabled) to show results that are geographically relevant.
Google Business Profile (GBP): Google pulls data from your GBP listing to display information like your address, hours of operation, phone number, and website link. Having an optimized GBP profile is essential for Local SEO.
Local Relevance: Google wants to show the most relevant local businesses for a user’s query. This includes businesses that are geographically close to the searcher and have relevant keywords and content on their website.
Review Signals: Google uses customer reviews and ratings as an indicator of the quality of a business. Positive reviews and high ratings can improve your ranking in local search results.
Google Business Profile (GBP) Optimization
Google Business Profile (GBP) is a free tool that allows businesses to manage how they appear on Google Search and Google Maps. For orthodontists, having an optimized GBP listing is one of the most important components of Local SEO. When properly set up, your GBP listing can help your practice appear in the local “Map Pack” (the three businesses listed at the top of local search results).
Optimizing your GBP involves
Claiming Your Listing: If you haven’t already, claim your GBP listing. This will give you control over the information shown to potential patients.
Completing Your Profile: Fill out all the fields in your GBP profile, including your practice’s name, address, phone number (NAP), website, hours, and categories (e.g., “Orthodontist” or “Invisalign provider”).
Add Photos and Videos: High-quality photos of your office, staff, and patient experiences can attract potential patients and boost engagement with your listing.
Post Updates and Offers: GBP allows you to post updates, promotions, and events directly to your profile. This can help you engage with current and potential patients while improving your visibility.
Localized Keyword Research
Local SEO for orthodontists requires targeting localized keywords that your potential patients are searching for. Keyword research is crucial to determine the exact terms people are using when looking for orthodontic services in your area. Some common local search queries include
“Orthodontist near me”
“Best orthodontist in [city name]”
“Braces for kids [city name]”
“Invisalign [city name]”
To perform localized keyword research, consider
Google Keyword Planner: Use this free tool to search for keywords relevant to orthodontic services and see their search volume in your area.
Google Trends: Check out regional search trends to understand what people in your location are searching for.
Competitor Analysis: Analyze what keywords your competitors are ranking for and look for keyword gaps you can target.
Once you’ve identified relevant keywords, incorporate them naturally into your website’s content, meta descriptions, title tags, and blog posts.