May 27, 2012 Leave a comment
Local independent Eye Care Providers are the primary way that consumers access eye care diagnostic screening and obtain corrective prescriptions for glasses and contact lenses. The success of our local professional eye care providers is important to the optical health of the country and the growth of the optical products industry.
In this series we will explore ways that eye care providers (known as ECPs) can use the Internet to expand and strengthen and their patient relationships.
Local Search Engine Optimization
Making sure your eye care practice appears near the top of the natural search results, for searches referencing your local service area, is key to getting more traffic to your website and more calls to your office. All search optimization efforts should be localized. It is too costly, difficult and unnecessary to have success in general non-localized searches.
What is a local search?
An example of a non-localized search term, is “best eye doctors.” In contrast, an example of a localized variation of this search term is, “best eye doctors in bellevue wa”. The marketing goal for a local eye care provider is to appear near the top of the search results for common localized relevant search terms.
Below is a screen shot of the Google search results for the localized search term, “best eye doctors in bellevue wa”. For this search term, the best optimized eye care practice in the local area is Overlake Eye Care.
There are a few simple things you can do to win in the search results for localized searches:
- Choose a localized domain. If possible, chose a URL that has the primary locale within it. An example would be “bellevueeyecaredoctors.com”
- Localize the page title. Put local names in the page title tag. Overlake Eye Care did a great job of localizing their page title. Their page title text is, “Eye Exam Bellevue, WA | Overlake Eye Doctor | Bellevue Eye Doctor | Overlake EyeCare.”
- Localize the page description. Each web page has something called a ‘meta description. The meta description is a short description inside the HTML source code of the page. It tells the search engine the main topics of the page. It is important to localize this text also. Again, Overlake Eye Care did a great job in localing their meta description: “Bellevue Eye Doctors of Overlake EyeCare provide exceptional eye care services, eye exams, eye surgery. Located in Bellevue, WA“
- Localize your page content. Make sure your home page or custom pages on your site have local place name references. A good place to localize your content is on your ‘home page’, ‘about us’ page and ‘contact us’ page. On these pages you will want to include references to the locales your practice services.
While general search engine optimization can be difficult, costly and slow to see results, localized search engine optimization works. It can work fast. By following the simple best practices above your website will appear higher in the all important local search results on Google, Bing and Yahoo.