Expert Local SEO Tips: Rank Higher on Google Maps
As more and more potential patients turn to Google to find their next dentist, local search engine optimization (SEO) is the key to getting found by potential patients online. Adrian Lefler from My Social Practice shared expert insights during our recent webinar with Dentsply Sirona on how dental practices can rank higher on Google Maps and dominate local search results. This comprehensive session broke down the intricacies of local SEO, including optimizing Google Business Profiles, leveraging practitioner listings, and understanding the role of categories and keywords in boosting visibility.
Why Local SEO Matters More Than Ever for Dental Practices
Approximately 75% of patients looking for a local business like a dental practice rely on the Google Maps section when making their decision. Unlike paid ads that only 10-15% of searchers trust, or organic website results that attract about 25% of clicks, the Google Maps section commands the majority of patient attention and trust. This makes mastering local SEO not just important, but essential for practice growth.
What makes this even more compelling is that local SEO levels the playing field. Unlike paid advertising where larger DSOs and venture-backed practices can outbid independent practices, local SEO success comes down to knowledge and consistent optimization rather than budget size. Even well-funded organizations often lack understanding of proper local SEO optimization, giving savvy independent practices a real competitive advantage.
The Surprising Truth About Proximity and Rankings
One of the most eye-opening revelations from the webinar was Adrian’s demonstration of how Google Maps rankings actually work. Using his own location in Draper, Utah as an example, he showed that the four closest practices to his home rarely appeared in his “near me” searches. Instead, a practice 7.5 miles away dominated the results because they had superior optimization.
This finding challenges the common assumption that proximity is everything in local search. While location matters, Google’s algorithm considers multiple factors including your Google Business Profile optimization, review quantity and quality, category selection, and content relevance.
The Hidden Power of Practitioner Listings
Perhaps the most underutilized strategy discussed was the importance of practitioner listings. Google automatically creates these individual doctor listings, yet most practices never claim or optimize them. This represents a massive missed opportunity, as practitioner listings can appear alongside practice listings in search results, effectively doubling your chances of being found.
By claiming these listings and optimizing them for different keywords than your main practice listing, you create multiple entry points for new patients to discover your practice. For instance, while your practice listing might target “dentist” and “family dentist,” your practitioner listing could focus on “dental implants” or “cosmetic dentist.”
Strategic Category Selection: The Foundation of Success
The webinar highlighted how crucial category selection is for ranking success. Keep categories focused by using just two or three rather than trying to rank for everything. Your primary category carries the most weight in determining which searches you’ll appear for, making this decision critical for your overall strategy.
For general practices, use “Dentist” as the primary category to capture the highest search volume, then add strategic secondary categories like “Cosmetic Dentist” or “Emergency Dental Service” based on the types of patients you want to attract. The key insight: it’s better to rank well for a few relevant keywords than poorly for many.
Dental SEO Learning Objectives
By watching this webinar, you’ll get expert local SEO tips:
- Understand Google Maps Rankings: Learn why proximity isn’t everything and what factors truly influence search rankings.
- Optimize Your Google Business Profile: Master the steps to claim, verify, and enhance your practice’s online listing for better visibility.
- Leverage Practitioner Listings: Discover how creating and optimizing individual practitioner profiles can double your chances of appearing in search results.
- Choose the Right Categories and Keywords: Understand the importance of selecting targeted categories and keywords to attract the right type of patient inquiries.
- Use Heat Maps to Strategize: See how heat maps reveal where your practice ranks across neighborhoods, helping you focus your efforts where they matter most.
- Harness the Power of Reviews: Explore how Google reviews impact your rankings and learn strategies to build a robust online reputation.
Ready to take control of your practice’s online presence? Watch the full webinar to get actionable tips and start optimizing your local SEO today! Plus, claim your FREE personalized heat map report to see exactly where your practice ranks and identify areas for improvement.
Meet the Presenters:
Adrian Lefler, CEO and Co-founder of My Social Practice
Adrian Lefler, CEO of My Social Practice, is a seasoned expert in the dental marketing industry with 14 years of experience. He is widely recognized for his engaging and informative presentations. Based in Suncrest, Utah, Adrian shares his life with his wife, four children, and a lively mix of pets. My Social Practice is a leading dental marketing company, and Adrian is passionate about helping dental professionals succeed in this dynamic field.
Frequently Asked Questions
How long does it take to see results from local SEO optimization?
You should expect to see initial improvements within 3-6 months of consistent optimization. The heat map examples shown in the webinar demonstrated practices moving from not ranking at all to appearing within a half-mile radius after six months, then expanding to a full mile after a year. While this requires patience compared to instant results from paid ads, the long-term value is substantial. Once you achieve good rankings, they tend to be stable and continue delivering new patients without ongoing ad spend.
Should I merge my practitioner listing with my practice listing to consolidate reviews?
It’s best not to merge these listings, even though it might seem simpler for review management. While you might miss out on a few reviews going to your practitioner listing instead of your practice listing, the long-term benefit of ranking for additional keywords far outweighs this concern. Having both listings allows you to target different patient searches effectively. Your practice listing might rank for “family dentist” while your practitioner listing ranks for “dental implants,” essentially doubling your visibility in search results.
What's the most important factor for ranking in Google Maps?
While there’s no single magic bullet, category selection has an outsized impact on rankings. Your primary category essentially tells Google what searches you should appear for. Beyond that, the combination of proper Google Business Profile optimization, consistent NAP (name, address, phone) information across directories, regular posts and updates, and a strong review profile all work together. The key is consistency and patience. Practices that commit to ongoing optimization over 6-12 months consistently outperform those looking for quick fixes.
