Google My Business, Helpful Guides, News,
What is Google My Business
Google My Business, which is now known as Google Business Profile, is a free listing service designed to ensure local businesses can be easily found on Google search engine results pages (SERPs).
A fully optimised Google Business Profile will allow you to manage the way in which your practice is seen across a variety of Google products, including Search and Maps. Additionally, businesses with a verified Google Business Profile are more than twice [1] as likely to be viewed as a reputable option by people who are already looking for the services you offer. This matters because Google is the most-visited search website in the world and makes up more than 92% [2] of the global search engine market share.
What Does a Google Business Profile Include?
The benefits of a Google Business Profile for your veterinary practice can be broken down into three main categories:
– Information
Your profile can display an array of valuable information, including your opening hours, your phone number, your address, and a link to your website. This will ensure you’re your clients and potential new clients know where to find you and how to get in touch with you.
– Interaction
Interacting with both existing and potential clients is an important part of building and maintaining a loyal client base. Interaction on Google Business Profile can come in many forms, including sharing pictures of your practice and team, showcasing the services you provide (both routine and specialisms), and highlighting any offers or promotions such as your pet health club or nurse clinics.
Your Google Business Profile also includes a reviews section and encouraging your existing clients to leave a review can help to entice new members into your practice. According to our recent survey carried out in partnership with VetHelpDirect in 2021, 57% of pet owners will check reviews before choosing a veterinary practice for their pet. With Google, you also have the opportunity to respond to reviews and spending time doing this actively demonstrates that you care about your clients and their pets.
– Attraction
Ensuring that your practice is well represented across Google Search and Maps will have a positive impact on the number of enquiries you receive and the number of pet owners who walk through your practice doors. Even something as simple as making sure your profile displays a link to your website can ensure a potential new client chooses your practice over your nearest competitor.
Maximise the Value of your Google Business Profile
Creating a Google Business Profile is free and easy to manage, however, it is important to spend time personalising your profile in ways that will appeal to your audience.
– Add Real Videos and Images
In addition to including a logo and cover image that reflects the branding of your practice, adding videos and images of your team, your work environment, and your location will help to create a sense of familiarity between your practice and your potential clients. Use Google Posts to showcase your practice and team; think about featuring a pet of the week, pet stories, meet the team and answers to some of the most common questions your team are asked.
– Incorporate Keywords
Incorporating the right keywords into your Google Business Profile will ensure that your listing is relevant and appears in the most valuable organic SERPs. Using keyword tools and analytics data is key to connecting with the right people, in the right places, and at the right times.
– Respond to Reviews
Research indicates that responding to reviews will instantly make your business appear to be more than 1.5 times more trustworthy [3] than businesses that don’t. Here, you will have the opportunity to respond to feedback, apologise to or thank your clients, and ensure that your practice’s brand voice is clear throughout.
In Summary
Google has become the digital high street people wander down when looking for services and products. Your Google Business Profile is the window into your shopfront, so make sure it is full of the most up to date information and shows what you can offer clients, both new and existing.
[1] https://support.google.com/business/answer/10515606?hl=en
[3] https://smallbusiness.withgoogle.com/free-google-training/how-to-respond-to-google-reviews/#!/
