Listings for local SEO
If you want to rank well in local search, you need consistent NAP data, website, hours, and more across all major listing directories. This is essential for search engines to validate you as a credible local practice.
The more accurate and consistent data there is about your practice across the web, the more search engines will trust the validity of the business. And the more the search engines trust the practice, the higher they will rank in local SERPs (Search Engine Results Page).
According to Moz in their 2017 Local Search Ranking Factors survey, 13% of professionals list citation signals as the most important element in Local Pack Ranking factor.
Moz, 2017
What’s in an online business listing?
The information contained in business listings can vary across verticals and directories—but some key pieces of information hold true across them all.
NAP Data
The most crucial data held in a practice listing is the NAP data—name, address, and phone number information. NAP data is critical for the online visibility of any business, and every listing source contains this information for the practice listed. Having correct NAP data ensures that not only will consumers find your practice online, but that consumers will also have accurate, up-to-date information on how to contact you.
NAP data is also important for search engines like Google to display your business in geo-targeted searches. If someone is searching “good pediatricians” in the Boston area, the local Boston pediatrician practices with correct NAP data will appear. Of course, Google gives search ranking priority to practices with correct NAP data—how else are they supposed to tell where you are, what you do, and if you’re even a legitimate practice at all?
The stats
Clients are looking for your practice! What exactly are they looking for?
53% of mobile searchers are looking for directions
50% are looking for practice addresses
Despite the importance of accurate NAP data, our data shows that many practices are failing even at this basic step into the world of listings.
86% of practices have either missing or incorrect company name information listed across all listings sources
72% of practices have either missing or incorrect address information listed across all listings sources
71% of practices have either missing or incorrect phone number information listed across all listings sources
Data taken from the 140,000+ local businesses in our system
Hours of Operation
One of the most important details about your practice to include besides NAP data is the hours of operation. When a client is searching for a practice (or their goods/services), they have a high intent of visiting a practice, and are likely searching for an immediate need.
The client will likely a visit a practice after the practice is shown as “open” on their Google search.
If your practice has no hours listed, the client would have to go out of their way to find out whether you’re open or closed from your website, or a phone call. Or, worse yet, they drive to visit your practice and find that you’re closed! Now they’re not only inconvenienced by not knowing your practice hours, but they’re also upset for wasting their time. Let the negative reviews commence!
If your competitor has their practice hours listed, they’ll likely capture that client. People just want their needs fulfilled—they’d be happy to spend their time and money at a practice that has their hours correctly listed if they were coming in-house to be seen by a healthcare professional.
The stats
73% of practice-visits that result from mobile searches happen within the same day, and most (63%) within a few hours
76% of clients report that they expected hours of operation information when conducting a search
Over 60% of clients find that knowing the hours of operation helps them make their decision on which practice to visit
Clients are often looking to book appointments the same day that they’re searching, so make sure they know your practice is open when they go looking!
Websites
Does your practice have a central “hub” of information to direct users to online? Throw that website link into your practice listings. Clients will often travel from Google search into a practice website to get a feel for the practice and learn more about what they’re offering. So obviously, including a link to your website is important for their online presence.
The stats
93% of practices have either missing or incorrect website information listed across all listings sources
Only 7% of practices have their website information correct across all listing sources
Nearly half of small practices don’t have a website (Clutch)
Website accuracy by industry
If a client can find your website, they’ll get a better impression of your practice, and likely have a more positive experience. With nearly half of small practices not having a website, you can make yours stand out on the SERP by including your website data in the listing information.
Other listing information to include
Depending on your practice vertical, there may be other pieces of information important for you to include in your online practice listings.
Payment methods
Services
Brands
Holiday hours
Photos
Social profiles
And more!
The more information you include across all listing sources and directories, the easier it will be for clients to find your practice and book an appointment or come in.
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