What are the Main Factors that Determine my Business Ranking Online?

What are the main factors that determine your ranking results in online searches? What elements matter the most?

The First Local SEO Element: Onsite Optimization

On-site optimization refers to the optimization that's done on your website. These are the various ways to optimize your website and the pages within your website. There are several elements of on-site optimization that include:

• Page Titles
• Page Descriptions
• Header Tags
• Image Titles
• Image Alt Tags
• Word Count per Page
• Density of Keywords
• Inner Page Linking
• Schema Markup

What on-site optimization boils down to is making it clear to search engines which keywords, products and services you want the page to "rank" for in search results. One of the best ways to determine a good strategy for on-site optimization is by doing keyword research. Keyword research will identify what your potential clients are searching for most often. Optimizing your website and inner pages for the keywords that your potential clients are searching for most often is a great way to ensure your site shows up in searches more often.

The Second Local SEO Element: Off-Site Optimization

The second element of local SEO is off-site optimization. As the name implies, off-site optimization consists of efforts performed elsewhere on the internet, not on any of your website pages. It consists of things such as:

• Securing Links from other relevant websites that point to your site
• Your Business social media strength (likes/shares/engagement)
• The number (and relevance) of business listings for your business including NAPs (name/address/phone #)

While this is a shorter list than that of on-site optimization, it takes a LOT more effort to perform off-site optimizations than on-site. Building engaging social media presence, many hundreds of business listings on quality directories, and a strong link-building campaign takes far more time and effort than it does to execute on-site optimization. Link building is critical for the performance of a website, think of links like "votes" from other websites on the internet. However, not all votes count the same. A direct link to your site from Microsoft, Wikipedia or CNN is infinitely better than a link from some random website about Lithuanian basket weaving for example.

The Third Local SEO Element: Google Business Profile (GMB)

Your Google Business Profile is the most critical element to growing your business online and attracting new clients. Here's a summary of the key factors that determine a Google Business Profile (formerly Google My Business) ranking for local search:

Business Category: How closely your business matches the searcher’s query. If someone searches for "pizza near me," a pizza restaurant will rank higher than a sushi place.

Keywords: The presence of relevant keywords in your business name, description, and posts on your Google Business Profile.

Proximity to Searcher: Google prioritizes businesses that are physically closer to the location from where the search is performed. This is why local searches include "near me" or specific locations.

Online Presence: This includes your website's domain authority, backlinks, and mentions across the web. Higher prominence comes from being recognized by various online sources.

Review Quantity: More reviews can generally boost your ranking.

Review Quality: Positive reviews are more beneficial, but even negative reviews can show engagement and authenticity.

Review Recency: Recent reviews tend to have a stronger impact.

Citation Consistency: Accurate and consistent NAP (Name, Address, Phone Number) information across the web (directories, social media, etc.) helps in establishing credibility.

 Google Posts: Regular updates can show activity and engagement.

Photos: Adding photos, especially when they are high-quality or numerous, can improve visibility.

Questions and Answers: Engaging with this feature can demonstrate active management of your profile.

Engagement: Interactions like calls, website clicks, and direction requests from your profile can signal to Google that your business is active and relevant.

Local SEO on Your Website: Including local keywords, having a contact page with clear business details, and using schema markup for local businesses can indirectly affect your Google Business Profile ranking.

Click-Through Rate (CTR): A high CTR from Google's search results to your Business Profile can indicate relevance and popularity, potentially boosting rankings.

Conversion Rate: If users frequently convert (call, get directions, visit the website) after interacting with your profile, this can positively impact your ranking.

Mobile Optimization:

With a significant portion of searches happening on mobile devices, having a mobile-friendly site and ensuring your business details are easily accessible from mobile can influence your ranking.

Penalties & Violations:

Avoid practices like keyword stuffing in your business name, providing false information, or soliciting fake reviews, as these can lead to penalties or even suspension of your listing.

As you can see, the Google Business Profile algorithm is the most complex, however it also brings the most reward if your business can master it. It's typical for your Google Business Profile to get 5-10x more visibility than your website will, and it stands to reason why. 70% of internet searches are performed from mobile devices, and those mobile device searchers are unlikely to spend the time to click through each business website when they can go directly to Google local results and view all the business profiles. Google Business Profiles have reviews, services, pictures, booking links and more, right there at your fingertips. Also, it's a well-known fact that the top 3 results for any given search (map pack) are getting 70-80% of the calls and online appointments, while everyone else is getting the remaining 20-30%.

The Fourth Element of Local SEO: Reputation SEO

Effects of Reputation Management for Local Healthcare Offices or Medical Professionals:

Patient Trust and Choice:

• Positive Impact: Good reputation management leads to increased trust among patients, making them more likely to choose your service over competitors.
• Negative Impact: Poor reputation can drive potential patients away, choosing alternatives based on better reviews or perceived professionalism.

Google My Business (GMB) Performance:

• Visibility: High-quality ratings and reviews on GMB can improve your local search rankings, making your practice more visible to those searching for medical services in your area.
• Engagement: Responding to reviews, both positive and negative, shows active management and care for patient feedback, which Google may interpret as a sign of a reputable business, possibly boosting your listing in search results.
• Conversion Rates: A well-managed GMB profile with good reviews can lead to higher click-through rates and subsequent conversions (like calls or direction requests).

Social Media Influence:

• Brand Awareness: Effective use of social media for reputation management can increase brand recognition and loyalty, showcasing expertise, sharing health tips, or patient success stories.
• Community Engagement: Interaction on social platforms can foster a community feeling, encouraging more word-of-mouth referrals.
• Crisis Management: Social media can be pivotal in managing negative feedback or misinformation, allowing for quick responses to maintain or repair reputation.

Word of Mouth Referrals:

• Amplification: Positive experiences shared by satisfied patients can lead to new patient acquisition through personal recommendations, which are often more trusted than other forms of advertising.
• Feedback Loop: Reputation management involves monitoring and responding to feedback, which can lead to service improvements, further enhancing word-of-mouth referrals.
• Loyalty: Patients feel valued when their feedback is acknowledged, increasing patient retention and encouraging them to recommend your services.

Professional Credibility:

• Accreditation and Recognition: Managing your online reputation can also mean highlighting professional achievements, certifications, or community involvement, which adds to your credibility.
• Mitigating Negative Publicity: Proactively managing reputation helps in dealing with any adverse publicity or medical errors, reducing potential damage to your practice's image.

Operational Insights:

• Feedback Utilization: Reviews and social media comments provide insights into areas for improvement, allowing for better patient care and operational adjustments.

Marketing and SEO:

• Content Strategy: Positive reputation management can feed into content marketing strategies, improving SEO through positive mentions, backlinks from satisfied patients' blogs or social shares, etc.

Financial Impact:

• Revenue Growth: A good reputation can lead to more patients, higher repeat visits, and potentially higher fees patients are willing to pay for trusted services.

Relation to GMB, Social Media, and Word of Mouth:

Synergy: A positive reputation on GMB can encourage social media followers to engage more or share content, while good social media presence can drive more reviews and interaction on GMB.

Cycle of Referrals: Positive experiences shared via word of mouth can lead to more online reviews and social media follows, creating a feedback loop that boosts visibility and credibility across all platforms.

Consistency Across Platforms: Managing your reputation consistently across GMB, social media, and through word of mouth ensures a cohesive brand image, reinforcing trust and reliability.

In essence, effective reputation management for healthcare providers involves a strategic approach to all these areas, ensuring that the narrative around your practice is positive, authentic, and aligned with the quality of care you provide.



A Business Can Dominate in Local Markets With All The SEO Elements

Perhaps you've got a business like that near you. You know the type, they're always slammed with new and returning clients, they have 2 or 3x more online reviews than anyone else on Google, and their business website & Google Profile seem to pop up in nearly every related search. They've mastered it all, and they reap the rewards.

While Vitals can provide some tips and best practices for reputation management, that element is mainly up to you. Treating clients better than any of your competitors, following up and generally making their experience with you as easy and pleasant as possible  is the name of the game here.

For the first three elements in this article, you can call on us here at Vitals. We specialize in dominating local search, so you can focus on what you do best, and doing it better than your competition. Before you know it, you might be that business everyone else looks at, and thinks to themselves, "how do they do it?"