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How to Do Local SEO for Doctors in 5 Simple Steps

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Local SEO, or local search engine optimization, is a game-changer for medical practices looking to attract potential patients without the high costs of paid advertising. By improving your visibility in local search results and the local map pack, your medical practice can connect with people actively searching for healthcare services in your area.

With over 10 years of experience in SEO, I’ve already helped more than 100 local businesses rank in the top 3 results on Google—both in the map pack and organic local search results. The techniques in this guide are proven, with other healthcare providers already ranking #1 in their areas using the same steps.

Why Local SEO Is a Must for Healthcare Providers

Local SEO is no longer optional—it’s a necessity if you want your medical practice to stand out in a competitive market. Here’s why:

  • Patient Online Search Behavior: Approximately 77% of individuals begin their healthcare journey using search engines. (digitalismedical.com)
  • Impact of Online Reviews: Nearly 70% of patients select their healthcare provider based on online reviews. (harrisambulatory.com)
  • Significance of First-Page Rankings: A study revealed that 99% of users only view the first page of their search results, emphasizing the importance of ranking prominently. (varnhealth.com)
  • Local Search Queries: Searches including “near me” have seen a significant rise, with many users seeking services within their immediate area. (webfx.com)

How Do Patients Search for Medical Services?

When people need a doctor, they often turn to search engines. Common local search queries include:

  • “Pediatrician near me”
  • “Dermatologist in [City]”
  • “Dentist [Neighborhood]”

These searches demonstrate local intent, meaning users are looking for a nearby solution. Appearing in local search rankings ensures your practice is seen first, giving you a higher chance of turning prospective patients into new ones.

So Should You Include “Near me” on All Your Pages?

No! Google “translates” a Near me search into the location of the user that is doing the search. So the search results for the query “Doctor near me” for a potential patient in NYC are different than the results for someone from San Francisco.

We’ll cover the keywords and tactics to rank for these later in the article. You can also check out our guide on How to Rank for Near Me Searches after that.

Why Is Local SEO Important for Healthcare Providers?

  1. Cost-Effective Marketing
    With local SEO, you avoid spending up to $10 per click on Google Ads for common keywords like “family medicine near me.” Instead, organic search results can drive consistent traffic for free.
  2. Competitive Advantage
    The healthcare industry is highly competitive. Ranking at the top of local search results helps your practice stand out among competitor medical centers.
  3. High Conversion Rates
    According to the National Health Review, 87% of people searching for medical help contact only one practitioner. If your practice is the first they find, you’re more likely to win their business.
  4. Growing Local Searches
    • “Near me” searches have grown by over 900% in the last two years.
    • Nearly 50% of Google searches involve local intent.
    • Google Maps and the local pack now dominate search engine results pages, making local SEO efforts crucial.

What You’ll Learn in This Guide

In the rest of this guide, we’ll cover:

  • How to optimize your Google Business Profile for better local search rankings.
  • Turning your medical practice’s website into a lead machine without needing external local SEO services.
  • Building local landing pages to target relevant local keywords.
  • Using keyword research to dominate local search rankings.
  • Earning high-quality local backlinks from local directories and websites.

Optimizing Your Google Business Profile (GBP)

Your Google Business Profile (GBP) is one of the most important tools in doing local SEO for doctors. It helps your practice appear in the local pack, on Google Maps, and in local search results. If you don’t have a GBP set up yet, this guide can walk you through the process.

Key Optimizations for Your Google Business Profile

Ensure Accurate NAP Details

NAP stands for Name, Address, and Phone Number. These details must be consistent across all platforms, including your website and local directories. Add your practice name exactly as it appears in your branding. Avoid abbreviations or variations.

Set Service Areas

Use GBP’s location settings to add all areas your medical practice serves. This helps you appear in searches like “pediatrician near me” even if your office isn’t in the searcher’s neighborhood.

First you want to go and edit your Google Business Profile:

Edit the profile information google business profile

Then go to the Service Area section and include all areas you serve.

adding suggested areas in google business profile

Add High-Quality Photos

Include professional pictures of your team, office, and any awards or certifications. Avoid low-resolution images, as they can make your practice appear unprofessional.

Leverage Google Posts

Regularly post updates, promotions, or blogs. For example, share tips on choosing the right pediatrician or highlight a recent patient success story.

Add a post in google business profile

Focus on Google Reviews

Encourage satisfied patients to leave positive reviews on your profile. These are crucial for both local rankings and building trust with potential patients.

Respond to all reviews—both positive and negative.

For negative reviews, stay professional. Take time to reflect before responding. Explain what went wrong and how you’re addressing the issue.

The Importance of Reviews

  • Higher Rankings: Practices with more reviews tend to rank higher in the local pack.
  • Trust Factor: Prospective patients are more likely to trust a practice with numerous detailed reviews.
    • Example: Where would you go—a restaurant with one 5-star review or one with 500 reviews averaging 4.8 stars? The same logic applies to medical practices.

How to Actively Get More Reviews

  • Send follow-up emails or texts to happy patients asking for feedback.
  • Read our guide on How to get More Reviews for your medical practice.

We have a more in depth guide on Google Business Profile Optimization you should also check out when you want to take it to the next level!

Pro Tip: Your Google Business Profile is the foundation of your local SEO success. Treat it as you would your office—keep it professional, updated, and patient-friendly.

Next, we’ll discuss how to turn your website into a local SEO lead machine.

Your Website as a Local SEO Lead Machine

Your medical practice’s website is central to attracting and converting potential patients through local SEO strategies. A few simple adjustments can optimize your site for both local search rankings and higher conversions, turning visitors into new patients.

Key Features for Optimizing Your Website

Professional Design

  • Your website should look clean, modern, and easy to navigate.
  • Just like wearing a lab coat to the clinic, your website should represent professionalism.

Clear Calls-to-Action (CTAs)

  • Make it easy for visitors to take the next step, such as calling your office or booking an appointment.
  • Good CTA examples:
    • “Call Now: +123456”
    • “Schedule Appointment Now”
  • Bad CTA examples:
    • “Explore Our Services” (too vague)
    • “Contact Us” (doesn’t guide the user to a specific action)

Trust-Building Elements

  • Include patient reviews, testimonials, and certifications on your homepage and service pages.
  • Embed positive reviews directly from your Google Business Profile near CTAs to increase credibility.
  • Showcase awards or achievements, even if they are niche (e.g., “Top-Rated Pediatrician in [Suburb]”).

Showcase Local Relevance

  • Add real photos of your team, office, and community events to build trust with local searchers.
  • Use a Google Maps widget to display your business location, making it easier for users to find you and boosting local intent signals to Google.

Basic Website SEO Principles

Headings (H1, H2, H3)

  • H1: The most important heading, used once per page. It should include a main local keyword, like “Top Pediatrician in [City].”
  • H2: Subheadings for sections, such as “Our Practice Areas or “Patient Testimonials.”
  • H3: Detailed subheadings, like “Family Health” within an “Our Services” section.

Meta Titles and Descriptions

  • Include relevant local keywords in your meta titles and descriptions.
  • Example of a strong meta title: “Experienced Pediatrician in [City]—Call Today.”
  • Avoid generic titles like “Welcome to Our Website.”

Trust Signals That Convert Visitors

  • Patient Reviews Section: Dedicate a section to highlight feedback from past patients.
  • Case Studies: Share anonymized success stories to demonstrate your expertise.
  • Certifications and Badges: Display affiliations with medical organizations, such as the American Medical Association or local healthcare groups.

Pro Tip: Place positive reviews next to your primary CTA, such as a ‘Call Now’ button, to boost trust and drive conversions.

Example Medical Practice Landing Page

Building Location and Service-Specific Pages

Creating location-specific and service-specific pages is one of the most effective local SEO strategies for medical practices. These pages help your practice appear in local search results when users search for terms like “Family doctor near me” or “Dermatologist in [City].”

Why Dedicated Pages Matter

  1. Target Local Searches
    • Google relies on pages tailored to specific local keywords to show relevant results for local searchers.
    • Example: A user in Downtown Houston searching for “Family doctor near me” is more likely to find your practice if you have a page titled “Family Doctor in Downtown Houston.”
  2. Boost Your Local Rankings
    • Dedicated pages increase your relevance for both local intent searches and specific medical services.
    • Highlighting neighborhoods, cities, or even suburbs shows Google your practice is deeply connected to the local community.
  3. Capture Niche Search Queries
    • Example: “Dermatologist in [Suburb].” By creating pages for multiple areas, you cover a wide range of local search rankings and attract more prospective patients.

How to Structure These Pages

  1. Include Local Keywords
    • Use specific phrases like “Pediatrician in [Neighborhood]” in the title, headings, and meta description.
  2. Highlight Your Services
    • Provide details on what you offer, such as family health, dermatology, or pediatrics.
    • Mention how your services address common issues in that area (e.g., “We understand the unique needs of patients in [City] dealing with pediatric care.”).
  3. Use Local Reviews and Case Studies
    • Showcase patient reviews from past cases in the same area. If reviews are too general, ask patients for permission to highlight specifics (e.g., “[Practice Name] helped me manage my condition in [City].”).
  4. Add Visual Elements
  5. Implement Schema Markup
    • Schema is a technical SEO tool that tells search engines more about your practice’s location, services, and reviews. Learn more about local business schema here.
    • An example schema markup for a medical practice in Boston could look like this:
{
  "@context": "https://schema.org",
  "@type": "MedicalClinic",
  "name": "Chicago Family Care",
  "url": "https://chicagofamilycare.com",
  "image": "https://chicagofamilycare.com/clinic.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 N Michigan Ave, Suite 1500",
    "addressLocality": "Chicago",
    "addressRegion": "IL",
    "postalCode": "60601",
    "addressCountry": "US"
  },
  "telephone": "+1-312-555-0123",
  "openingHours": "Mo-Fr 08:00-18:00, Sa 09:00-13:00",
  "priceRange": "$$",
  "medicalSpecialty": [
    "Family Medicine",
    "Preventive Care",
    "Specialized Care",
    "Telemedicine"
  ]
}

The ROI of Location-Specific Pages

  • Practices that create local landing pages often rank in the top 5 for hundreds of keywords, driving consistent traffic without paying for ads.
  • The top average CPC for “pediatrician NYC” is $197. A location page ranking organically saves you thousands in advertising costs.

Pro Tip: Start by identifying the most important services and locations for your practice. You don’t need a new design for each page—just customize the content to reflect the area or service. If you’re on WordPress, read our article on How to Bulk Create Pages in WordPress to learn how to easily create all the location and service pages for free in just minutes.

If you are a medical practice with multiple locations you might want to check out our article on How to Do Local SEO for Multiple Locations.

Local Keyword Research for Doctors

Finding the right local keywords is critical for boosting your local SEO rankings and making sure your medical practice appears in local search results. The good news? Keyword research for medical practices is straightforward and uncovers valuable opportunities to target local searchers effectively.

Why Keyword Research Matters

  1. Understand What People Are Searching For
    Potential patients often search for specific needs, like “Family doctor in [City]” or “Dermatologist near me.” If your website isn’t optimized for these terms, those patients could choose a competitor instead.
    • Remember: “Near me” is not a term you should include on your website. Google automatically “translates” a “Near me” search into the location of the user that is doing the search
  2. Target High-Value Queries
    Focus on terms with local intent, like “Top dermatologist [City]” or “Affordable family doctor near me,” which attract people ready to schedule an appointment.
  3. Expand Into Problem-Specific Keywords
    Many patients search for solutions to problems they’re facing. Instead of targeting only broad terms like “pediatrician [City],” create content for detailed searches like:
    • “Baby skin rash treatments.”
    • “Asthma treatment in [State].”
    • “Flu prevention tips [City].”

Covering these topics shows you understand your patients’ challenges and positions your practice as the solution.

How to Identify Local Keywords

Google Autocomplete

Start typing “Doctor in [City]” or “[City] medical services” into Google. The autocomplete suggestions are based on real searches, providing valuable insights into what people are looking for.

Examples:

  • “Family doctor [City]”
  • “Dermatology clinic [City]”
  • “Affordable pediatrician near me.”

Google Keyword Planner

This free tool from Google provides search volume and competition data for various terms. You will need a Google Ads account for this. Then go to Tools > Planning > Keyword Planner.

Here you can then enter your area you serve and type in some broad keywords like your main services.

And after typing in some keywords you will get a list of keyword ideas which you can scroll through and filter as you like.

  • Focus on queries with clear local intent, like “Dermatologist in [City].”
  • Use filters to find related searches tied to specific medical services or problems.

Learn more about this in our article How to Do Basic Keyword Research.

Ahrefs or SEMrush

Advanced tools offer deep insights into keyword competition, search volume, and long-tail opportunities.

  • Use these tools to uncover terms like:
    • “Top-rated clinics near [Neighborhood].”
    • “Baby skin rash prevention in [City].”
    • “Multilingual pediatrician [City].”

Multilingual Keywords

If you serve patients from diverse backgrounds, target keywords in their native languages. For example:

  • Spanish-language queries for pediatricians:
    • “Tratamiento del asma [City].”
    • “Pediatra asequible en [City].”

Pro Tip: Expand your keyword strategy by focusing on medical challenges your patients might search for. Covering topics like ‘Baby skin rash prevention’ or creating content in Spanish can help you stand out and connect with a wider audience.”

Examples of High-Value Keywords for Doctors

  • “Baby skin rash prevention [City].”
  • “Best family doctor in [City].”
  • “Affordable dermatology clinic near me.”
  • “Multilingual pediatrician [City].”
  • “Flu prevention tips [City].”

Tips for Using Local Keywords

  1. Include Keywords in Key Locations
    Naturally integrate keywords into:
    • Titles and meta descriptions.Headings and subheadings.The first 100 words of your content.
    Example: “Expert Family Doctor in [City]—Get Help Now!”
  2. Optimize Location and Service Pages
    Create dedicated pages for each service and area you serve, targeting local search queries like “Pediatrician in [Neighborhood].” (So if you offer four services in three areas you would want to have 12 pages to target these)
  3. Avoid Keyword Stuffing
    Overloading your pages with keywords can hurt rankings. Instead, use natural language to provide useful, well-written content.
  4. Write Problem-Specific Content
    Address common medical challenges that your target patients face. Examples:
    • “Steps to manage baby skin rash.”
    • “How to treat asthma in [State].”
    • Multilingual guides for patients who speak Spanish, Mandarin, or other languages common in your area.

Pro Tip: Simply listing your medical services alongside the areas you serve is a great way to start. For example, ‘Pediatrician serving [City], [Suburb], and [Neighborhood].’

Earning Local Backlinks and Citations

Building local backlinks and managing local citations are critical steps in improving your local SEO rankings. Backlinks act as endorsements from other websites, signaling to search engines that your medical practice is trustworthy and relevant. Local citations—mentions of your practice’s business name, address, and phone number (NAP)—reinforce your presence in your community and improve your local search rankings.

What Are Backlinks, and Why Do They Matter?

A backlink is a link from one website to another. Think of it as a referral: when reputable websites link to your practice’s website, they tell Google that your site provides valuable information.

Key Benefits of Backlinks:

  • Higher Rankings: Backlinks are one of Google’s top local search ranking factors.
  • Increased Traffic: Links from local directories or news outlets can also drive potential patients directly to your site.
  • Enhanced Authority: A link from a credible source, like a medical directory or local media coverage, boosts your practice’s credibility.

Earning Local Backlinks

  1. Partner with Local Directories
    • Submit your practice’s details to reputable online directories like the Chamber of Commerce, Yelp, or medical-specific platforms like Healthgrades and Zocdoc.
    • Ensure your NAP information is consistent across all listings.
  2. Collaborate with Local Media
    • Offer to write articles or provide expert quotes on health topics for local newspapers or community blogs.
    • Example: Write an article on “Understanding Pediatric Care in [City]” or provide insights into a notable health trend.
  3. Sponsor Local Events
    • Support health fairs, vaccination drives, or school events in your area. Request a backlink from the event’s website to your homepage or a specific service page.
  4. Write Guest Blogs
    • Contribute content to other local websites, like family blogs or industry-specific publications. Make sure your byline includes a link to your medical practice’s website.

Managing Local Citations

A local citation is any mention of your practice’s NAP information online. These mentions don’t always need to include a backlink, but they still help improve your local search rankings.

Best Practices for Local Citations:

  • Claim Listings: Ensure your practice is listed on major platforms like Google Business Profile, Yelp, and Yellow Pages.
  • NAP Consistency: Double-check that your NAP details are identical across all citations. Even small inconsistencies can confuse search engines.
  • Update Regularly: If you change your address or phone number, update all listings immediately.
Displayed consistent NAP Data

Why Local Backlinks and Citations Are Worth the Effort

  • Local backlinks show Google that your practice is part of the local community, improving your visibility in the local map pack and organic search results.
  • Accurate local business listings make it easier for local searchers to find your practice when they need help.

Pro Tip: When contributing to local media or directories, ask for links to specific pages, like ‘Dermatologist in [City]’ or ‘Family Doctor in [Neighborhood].’ This improves the value of the backlink for your SEO.

Monitoring and Improving Your Local SEO Efforts

After setting up your local SEO campaign, monitoring your performance is essential to ensure your strategies are working. Regularly analyzing your local rankings, traffic, and patient interactions allows you to adjust your approach and maximize results.

Tools to Track Local SEO Performance

  1. Google Analytics
    • Tracks website traffic, showing how many visitors come from local search results.
    • Check which pages drive the most engagement and whether visitors take desired actions, like booking an appointment.
  2. Google Search Console
    • Provides insights into your local search rankings and the keywords driving traffic to your site.
    • Look for queries with local intent, like “Pediatrician near me”, and create or optimize pages for those terms.
  3. Google Business Profile Insights
    • View how often your Google Business Profile appears in searches and how users interact with it (e.g., clicks to call, direction requests).
  4. BrightLocal
    • A paid tool that tracks local rankings, analyzes reviews, and helps manage citations.

How to Analyze and Improve Your SEO Strategy

  1. Check for New Local Search Queries
    • Use Google Search Console to find new keywords that users are searching for.
    • Example: If “Family doctor in [Neighborhood]” appears as a query, but you don’t have a page for it, create one.
  2. Evaluate GBP Performance
    • Are users interacting with your profile? If not, consider adding more photos, regular posts, or updating service areas.
  3. Review Website Analytics
    • Track bounce rates and conversion rates on key pages. High bounce rates might indicate the content isn’t engaging or relevant to users.
  4. Adjust Based on Trends
    • If a particular service becomes more popular, optimize your website and local landing pages for those queries.

Tips for Ongoing Success

  • Set a Review Schedule: Regularly audit your GBP and website for outdated information or opportunities for improvement.
  • Add New Content: Create blog posts or service pages targeting emerging medical topics or local search trends.
  • Experiment: Test different CTAs, headlines, or images on your website to improve conversion rates.

Pro Tip: Make it a habit to check your Google Business Profile insights monthly. Look at the search terms driving interactions and adjust your local SEO strategies to match.

Conclusion: How to Do Local SEO for Medical Practices

Building a strong local SEO campaign for your medical practice is one of the most effective ways to attract potential patients while saving on expensive paid advertising. By following the steps outlined in this guide, you’ll improve your local search rankings, drive more traffic, and ultimately secure more patients without breaking the bank.

Key Steps for Local SEO Success

  1. Optimize Your Google Business Profile (GBP):
    • Complete your NAP details.
    • Add service areas, high-quality photos, and regular posts.
    • Gather and respond to positive reviews to boost both rankings and trust.
  2. Turn Your Website Into a Lead Machine:
    • Ensure a professional design with clear CTAs.
    • Embed Google reviews and add trust-building elements.
    • Use targeted local keywords in your headings, meta tags, and content.
  3. Build Location and Service-Specific Pages:
    • Create unique pages for each area and medical service you offer.
    • Incorporate local search queries and patient reviews to enhance relevance and trust.
  4. Conduct Keyword Research:
    • Use tools like Google Keyword Planner and Ahrefs to find high-value local keywords.
    • Focus on phrases with clear local intent, like “Family doctor in [City].”
  5. Earn Local Backlinks and Citations:
    • Partner with local directories and media outlets.
    • Ensure your business information is consistent across all platforms.
  6. Monitor and Adjust Your Efforts:
    • Use tools like Google Analytics and BrightLocal to track your performance.
    • Regularly refine your strategies based on trends and data insights.

Prioritize Your Actions

If you’re unsure where to start, here’s a quick prioritization list:

  • Don’t have a GBP profile? Create one immediately.
  • Have a GBP but few reviews? Focus on getting more Google reviews.
  • Good GBP but unoptimized website? Update headings, CTAs, and embed your reviews.
  • Optimized website but limited pages? Build local landing pages for each service and location.
  • Have everything in place? Start earning backlinks and monitoring results.

Small, consistent efforts in local SEO will lead to long-term gains. Once your foundation is in place, your practice will benefit from ongoing traffic and organic search results without additional costs.

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping over 100 businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

About The Author

Picture of Jonas Lindemann

Jonas Lindemann

I’m an experienced SEO professional with over a decade of helping businesses rank higher online, especially local businesses, e-commerce stores and SaaS. As the co-founder of LPagery, I specialize in practical, proven strategies for regular SEO and Local SEO success.

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