Legendary marketer Neil Patel recently analyzed over 120,000 Google AdWords in an attempt to “crack the code” on how local companies could compete with large national chains or corporations, when it came to paid and local search. Though this would apply to any local business, dermatology practices need to pay close attention in light of the intensive competition in the elective care space. You can read the full article with all the details here, but here was Neil’s bottom line conclusion after the research:
So, what should you do, instead of spending on Adwords and jiggling your bids? Follow these instructions:
Step #1: Set up your Google My Business page, if you haven’t done so already.
Step #2: If you have a website, make sure that it contains the name, address and phone number (NAP) in the header or footer and also on a specific page (such as your “About” or “Location” page).
Step #3: Use Schema.org data markup on the NAP in the website, like this (insert your own information for the all caps placeholders):
<div itemscope itemtype="http://schema.org/LocalBusiness"> <p itemprop="name">COMPANY NAME</p> <p itemprop="address" itemscope itemtype="http://schema.org/PostalAddress"> <p itemprop="streetAddress">ADDRESS LINE 1</p> <p itemprop="addressLocality">CITY</p>, <p itemprop="addressRegion">REGION</p> <p itemprop="postalCode">POSTCODE/ZIP</p. <p itemprop="telephone">PHONE NUMBER</p> <meta itemprop="latitude" content="LATITUDE" /> <meta itemprop="longitude" content="LONGITUDE" /> </div>
Step #4: Create a company page on Facebook, Yahoo and FourSquare. You should also add your business to any industry-specific sites, such as Urbanspoon, if you’re a restaurant. Try to build company citations (mentions of your business’s name, address and phone number) in reputable directories or business listings.
Step #5: Serve your customers as best you can and work to build positive reviews. Businesses with high reviews may rank higher in the local pack and they definitely have a positive impact on users.
I know what it’s like for small local businesses to try to compete in the world of digital marketing. I spend a lot of time coaching small business owners on how to improve their reach and build their business.
Thankfully, it doesn’t take a lot of cash or a ton of time. More importantly, it doesn’t require you to waste money on Adwords. When you focus your efforts on the things that matter — local results — you’ll gain better visibility and more traffic.
by Jordan Holbrook