Spoiler Alert: They aren't searching for your brand or physician names.
It’s no longer enough to just be a good doctor with a phenomenal referral network; you need to be easy to find online. Why? Because 77% of patients use search engines like Google to find a new doctor. To ensure you’re making a good first impression, you need to see yourself as your patients do. Here’s how:
1. Search Like a Patient Would
Think about their needs: What symptoms or conditions might lead someone to you? Instead of simply Googling “[your name],” try “[your specialty] [your city]” or “best [your specialty] near me.” Remember to include common misspellings of your specialty and city.
Go beyond the basics: Approximately 7% of all Google searches are healthcare-related — that’s 70,000 per minute. If you specialize in a procedure or condition, include those keywords in your search.
2. Dominate Local Search
“Near me” matters: Many patients search for providers, procedures, and specialties “near me.” Pay attention to the map results and local listings that appear. Is your practice accurately listed and easy to find? Google’s keyword search simulator is a useful tool in determining whether you’re appearing in relevant local search results.
Reviews are key: SEO is changing rapidly with the development of AI, which analyzes user intent and experience to enhance content optimization, opting for quality and relevance over keyword stuffing. For local SEO, reviews and ratings heavily influence relevance and prominence (or popularity), thereby impacting whether Google’s algorithm will promote your practice in search results. Over 84% of patients use online reviews to evaluate physicians, and 39% have canceled an appointment or decided not to book with a provider after reading negative online reviews (rater8, 2024). Positive reviews for both your office location and you as a doctor can significantly boost your local ranking, driving more patients to your listings and website.
3. Explore the Depths of Search Results
Go beyond page one: Most patients won’t, but you should. Examine at least the first five pages of search results to see what comes up.
Look for different formats: Websites are just the start. Are there images, videos, news articles, or blog posts about you? Share great content to your social media profiles and other online channels.
4. Analyze What You Find
Website: Is it easy to find, professional, up to date, and easy to navigate?
Reviews: What are patients saying about you and your practice?
Social media: Are your professional profiles consistent with your website and brand?
Unexpected results: Is there anything concerning or surprising?
5. Take Action and Stay Vigilant
Improve your online presence: Update your website, manage your online reputation, and engage with patients online.
Monitor your results: Set up Google Alerts for your name and practice.
With 43% of patients preferring to book appointments online, regularly Googling yourself is no longer optional; it’s essential for staying relevant and accessible to patients in the ever-evolving digital landscape of healthcare.
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