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Doctors and pet owners alike know that Google is the Internet’s most powerful search engine, giving them access to information at lightning speed. A Google search for “veterinary clinic” yields more than 35 million results, with clear answers to their questions just a few keystrokes away. After all, it takes no time at all to hunt down a local vet in your neck of the woods if you know what you’re looking for. Local veterinary clinics are well aware of this as well, which is why they go out of their way to maximize the effectiveness of their online marketing efforts. They do so by implementing effective digital marketing strategies such as Google-friendly keywords, site speed optimization and a solid digital presence on social media sites like Facebook and Google+ to increase the visibility of their website in search engine results. That said, there are many other factors that come into play when evaluating whether or not local search optimization is worth your time and money.
Let us take a look at some strategies that can help you optimize your clinic’s local search results without breaking the bank:
Be strategic and focus on your target audience
A good way to start off your online marketing strategy for your veterinary clinic is to determine the target audience for your strategy. This can be done by looking at the age, gender, and lifestyle of your target audience, as well as their interests and pet ownership rates. This information can help you determine which keywords to optimize your site for, as well as the tone of your digital marketing strategy to meet the needs of your target audience.
For example, if your target audience is primarily female in the 18-35 age range who are interested in dogs and cat health, you might consider targeting keywords like “puppy health” or “cat health.” On the other hand, veterinary practices that target a niche crowd of dog breeders might look at targeting keywords like “puppy training” or “dog behavioral training.”
Create content that resonates with your target audience
Next, you will want to focus on creating content and blogs that resonate with your target audience. You can use the content on your site, social media pages, and any other digital assets you have to create content that addresses the needs of your target audience.
While you want to make sure that the content you create addresses your target audience’s needs, you will want to make sure that it is also engaging for your target audience. This means that you want to keep the tone of your digital marketing strategy light, yet informative, and not overly serious.
Use Google’s Keyword Tool to find new keywords and phrases that resonate with your brand
There are plenty of online keyword tools that you can use to research keywords for your veterinary clinic’s website and digital marketing strategy.
One of the most popular and reliable such keyword tools is Google’s Keyword Tool.
The good thing about the Keyword Tool is that you can see the monthly search volume and the monthly cost-per-click that you can use to help determine the best keywords and phrases to target. Furthermore, this tool allows you to search for keywords and phrases that have been used in other searches and create customized keyword lists that are relevant to your brand.
Improve site speed and user experience
As your website is one of the first things that potential customers see when they visit your local search results on Google, you want to improve the experience for them. You can do this by upgrading your site’s speed, optimizing your website for mobile devices, and creating a mobile-friendly landing page.
Your site’s speed can be improved by ensuring that your site does not have any broken links and is not taking up too much space on users’ hard drives.
You can increase your site’s speed by ensuring that you are following best practices for website speed optimization, such as avoiding javascript and images that are larger than 4MB.
Bottom line
Since the launch of the Google algorithm in the summer of 2011, the importance of SEO has skyrocketed. SEO stands for search engine optimization, and it’s the art of making sure that your website appears higher in the SERPs (search engine results pages) than your competitors.
The first thing you need to do when optimizing your veterinary clinic’s site for local search is to ensure that your website is as mobile-friendly as possible. This will ensure that your site loads quickly and is easy to navigate. After that, you'll want to focus on increasing your site's page speed and targeting keywords that are relevant to your practice's customer niche.
These three factors will have a huge impact on the number of local searches that your veterinary clinic appears in, which can lead to a significant increase in online business.
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