How to make the most of Google My Business for your veterinary practice

May 15, 2025

Now known as Google Business Profile, your veterinary practice can benefit in a number of ways from ensuring that you’re maximising your visibility in Google Maps and Search.

What is Google Business Profile?

It can be helpful to view your Google Business Profile as a tool that will help you to manage the overall image of your business in search engine results pages (SERPs) and on Google Maps.

As you only have one opportunity to make the right first impression, it’s worth exploring the completely free to access potential of Google Business Profile, particularly if you’re keen to increase your reach and connect with more pet owners in your local community.

How does Google Business Profile work?

Google Business Profile is a completely free tool, so you can create and manage your profile at no cost. It’s possible to add a wealth of information pertaining to your business, including your precise location, the hours your practice is open, and your contact details.

What are the Benefits of Google Business Profile?

One of the main benefits of creating and managing your Google Business Profile is the boost your practice will receive in local SERPs. So, every time someone searches for vets in your local area, your practice information will be visible in both Search and Maps.

How to drive the most value from your Google Business Profile

Google only wants to show the best and most relevant information in SERPs, so it’s really important to fully optimise your Google Business Profile with visibility in mind.

Firstly claim your profile, and run through some business verification steps and then…

  1. Complete every section of your profile

The algorithm for local search results favours relevancy, which is why you’ll see your visibility increase after filling in every section of your profile with accurate, up-to-date information. It’s especially important to ensure that pet owners know who you are, what you do, where they can find you, and when you’re open.

As well as entering the name of your practice, your address and your contact information, don’t forget to select the right category for your practice. You can select a primary category and up to nine further secondary categories, so make sure that you’re selecting the options that accurately reflect the veterinary services you provide.

As relevancy is a significant ranking factor that Google’s algorithms look at when organising SERPs, it will always pay to be 100% honest in your profile. As an example here, while a pet owner may be physically located closer to a different veterinary practice, your practice may be displayed first in the SERP they’re served because you offer a particular service that other practices don’t.

  1. Verify the location of your practice

Businesses that have verified their location are more likely to be shown in local search results, so this is an extra step that’s really worth taking. Google offers a variety of verification options, however the options available to you will depend on several factors including your opening hours.

You may be able to verify your practice by submitting a video recording which clearly shows the nature of your services, via live video call, or via post. If you choose to verify your practice by post, you’ll receive a postcard containing a unique code, which can be entered into your profile and will confirm your location.

Location verification can be particularly beneficial to ensure your practice is displayed in SERPs where the searcher hasn’t specified a particular location. In this instance, Google will use the information it knows about both the location of your practice and the searcher’s location to deliver accurate results.

  1. Update your profile frequently

It’s a good general rule to check your profile frequently to ensure that all the information is still accurate, however this is especially true if there are any upcoming public holidays that will affect your opening hours. If pet owners arrive at your practice when you’re closed, this is likely to severely impact the trust that people can have in your business.

  1. Add photographs to your profile

Visual elements can enhance your profile significantly and give people a glimpse inside your practice, which may ultimately help them to decide that you’re the right veterinary practice for them.

As well as showcasing your waiting room, consultation rooms and any facilities that will help you to stand out from other practices in your local area, we really recommend including a picture of your team as this will give your profile a personal touch that can put people at ease very quickly.

  1. Respond to reviews

People can leave reviews on your Google Business Profile, and it’s good practice to respond to the feedback you receive because it demonstrates that you genuinely care about people and their pets.

Positive reviews can boost your overall visibility in SERPs and Maps, as this showcases that you’re meeting the expectations of pet owners in your local community. However, don’t be discouraged if you receive some not-so-positive reviews, as this provides you with the opportunity to publicly explain the steps you’re going to take to improve or make things right with the person who left the review. You don’t need to leave a detailed response to every review, however, even a simple acknowledgement can go a long way towards enhancing the trust that pet owners feel towards your practice.

Responding to reviews can also encourage more pet owners to leave reviews after interacting with your practice. This can be beneficial as it can positively impact your prominence score, which is another key factor that Google considers when organising search results.

While we recognise that we’ve thrown quite a lot of information at you here, working through these points can make a huge difference to your visibility in local search results and help you to increase your reach and provide your excellent services to more pet owners in your local area.

If you’d like some help, making the most of your presence on search engines, just get in touch with our specialist local SEO team by emailing hello@vetsdigital.com.

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