Today we’re diving deep into the world of Local SEO. Now, I know what you’re thinking – “Courtney, what the heck is Local SEO, and why should I care?” Well, buckle up, because I’m about to show you how this not-so-secret weapon can help you attract more clients than free samples at Costco. (Okay, maybe not that many, but you get the idea.)
I used Local SEO to rank #1 in my own local area with my nutrition private practice, so I like to think I know a little about this topic 😉
In this guide, we’ll cover:
Let’s get started!
Local SEO is like the GPS of Google – it helps potential clients find your practice when they’re searching for services in your area. And let’s face it, if you’re not showing up in local search results, you might as well be invisible.
98% of U.S. consumers search for local businesses online
For private practices, Local SEO is crucial because:
Alright, let’s talk about your Google Business Profile (GBP). This isn’t just some digital business card you set and forget. Oh no, it’s your 24/7 salesperson, your always-on billboard, and your chance to make a killer first impression. And trust me, in the world of Local SEO, first impressions matter more than that time I tried to impress my now-husband at junior prom and ended up with my contact lens knocked out mid-dance. (Yeah, that happened.)
Google Business Profile is often the first thing potential clients see when they search for services like yours. It’s like the digital equivalent of your practice’s storefront, but instead of walking by on Main Street, people are scrolling through search results. And just like you wouldn’t let your physical office look like a hot mess, you shouldn’t neglect your GBP.
Key steps:
This is step one, folks. If you haven’t done this yet, drop everything and do it now. I mean it. Go to google.com/business and follow the prompts. Google will usually verify your business by sending a postcard to your address with a code. It’s old school, but it works.
This isn’t the time to be mysterious. Fill out EVERY. SINGLE. FIELD. Your name, address, phone number (NAP) should be exactly the same as it appears on your website and other online listings. And I mean exactly. No variations. “Street” vs “St.” can make a difference.
This is huge. You get one primary category and multiple secondary categories. Choose wisely. If you’re a therapist specializing in eating disorders, don’t just put “Therapist.” Get specific. “Eating Disorder Treatment Center” might be more appropriate. Google’s got a list of every available category.
People are visual creatures. Show off your practice! Include photos of your office (both inside and outside), your team, and even some behind-the-scenes shots. But please, for the love of all things holy, make sure they’re good quality. No one wants to see blurry, dimly lit photos. It’s not artsy, it’s just hard to see.
This seems like a no-brainer, but you’d be surprised how many people forget. If you’re closed for a holiday, update your GBP. If you’ve extended your hours for the summer, update your GBP. Inaccurate hours are the fastest way to frustrate potential clients.
Use Google Posts to share updates, offers, or events directly on your GBP. It’s like social media, but right there in the search results. Talk about prime real estate!
Set a monthly reminder to review and update your GBP. Things change, and your profile should reflect that. Plus, regular activity on your profile sends good signals to Google.
Here’s a real life example of why this is important – first, I love my therapist, but they moved their office and hadn’t updated the address on their Google Business Profile and I totally get that sometimes we just don’t have time. BUT, that meant I absent mindedly put them into my GPS for my appointment and totally when to the wrong/old office and when I realized it, I was super late (the new office is on the other side of town!).
Then the same thing happened with my massage therapist (look, I know that sounds fancy, but it’s for an injury in my back and I can tell you it’s not for relaxation lol). Went to the wrong location againnnnn.
And if you’re thinking – Courtney, stop using the GPS to get around. My answer is no. I shall never stop.
Alright, let’s chat about citations. These are like the popular kids in high school – everyone knows who they are and where they hang out. In the digital world, citations are mentions of your business name, address, and phone number (NAP) on other websites. And just like in high school, you want to be talked about (in a good way, of course).
Why do citations matter? Well, Google uses them to verify that your business is legit. The more consistent citations you have across the web, the more Google trusts you. And when Google trusts you, it’s more likely to show your business to potential clients.
Important citation sources:
Now, here’s where it gets tricky. Your information needs to be consistent across ALL these citations. And I mean down to the letter. Is it “Suite” or “Ste.”? “Road” or “Rd.”? Pick one and stick with it everywhere. Trust me, I once had a client who wondered why they weren’t showing up in local search results. Turns out, half their citations said “St.” and half said “Street.” It’s like trying to tell my twins apart when they’re wearing the same outfit – confusing for everyone involved.
So, how do you manage all this? Here are some steps:
Actionable tip: Create a spreadsheet with your exact NAP information. Use this as your go-to reference when creating new listings or updating existing ones. It’ll save you a lot of headaches in the long run.
Pro tip: Don’t forget about unstructured citations! These are mentions of your business that might not include your full NAP, like a mention in a local news article or blog post. These can be just as valuable for Local SEO.
Resource: Check out this comprehensive guide to citation building from BrightLocal
Remember, building and managing citations isn’t a one-and-done task. It’s an ongoing process, kind of like trying to keep my house clean with two kids and three pets. Just when you think you’re done, you turn around and there’s more to do. But stick with it – the payoff in terms of improved local search visibility is worth it!
Reviews are the digital equivalent of word-of-mouth recommendations. And let’s be honest, we all know how powerful those can be. (Remember that time I tried a new hairstylist based on my friend’s recommendation? Yeah, let’s not talk about that.)
Tips for managing reviews:
Your website is like your online office – you want it to be welcoming, easy to navigate, and clearly show what services you offer. But for Local SEO, you also need to sprinkle in some local flavor.
Key elements:
Social media isn’t just for sharing cute dog photos (although, have you seen Oliver lately? #adorable). It’s also a powerful tool for boosting your local visibility.
Strategies:
Link building is like making friends – it’s all about creating meaningful connections. For Local SEO, you want to focus on building relationships with other local businesses and organizations.
Ideas:
You need to track your progress to know what’s working and what isn’t.
Key metrics to track:
Whew! We’ve covered a lot of ground here, haven’t we? Implementing a solid Local SEO strategy might seem overwhelming at first, but trust me, it’s worth it. It’s like learning to juggle – it takes practice, but once you get the hang of it, you’ll wonder how you ever managed without it.
Remember, Local SEO isn’t a one-and-done deal. It’s an ongoing process that requires consistent effort and attention. But with these strategies in your toolkit, you’ll be well on your way to dominating local search results and attracting more clients than you can shake a stick at. (Do people still say that? Am I showing my age?)
Now, if you’ll excuse me, I need to go update my own Google Business Profile. Apparently, “Caffeine Wizard” isn’t an acceptable job title. Who knew?
Until next time, keep optimizing, and may the Local SEO gods be ever in your favor!
Courtney Vickery, MS, RD, LD is a marketing and wellness strategist with 15+ years of experience in WordPress web design, workflow optimization, and client experience strategy.
She has served in leadership roles as a Director of Corporate Health Services, Group Fitness Program Manager, and Lead Wellness Dietitian, and built her own private practice, Vickery Wellness.
Courtney also has an extensive academic background. At the University of Georgia, she taught undergraduate nutrition courses, served as Interim Director of the Dietetic Internship, and continues to teach as needed.
She is a proud UGA alum, holding:
MS/DI in Foods & Nutrition
BS in Dietetics
BA in Political Science
With her unique blend of academic expertise, leadership experience, and design-driven strategy, Courtney helps professionals and organizations improve their systems, websites, and client experiences with clarity and confidence.
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