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5 Local Optimization Best Practices for Veterinary Brands

July 6th, 2016 | Vets and Pets

Google and other leading search engines are constantly focused on delivering personalized results to users.  Even a little tweak to search algorithms can impact the ranking of your veterinary brand in local search results. Changing preferences of digital natives is one of the leading reasons behind why most of these changes take place.

Today a majority of your clients are not only comfortable with searching for local veterinary practices online but they also actively look for information about pet health care and preventive care. This is why digital brands have become focused about building a presence within their local market space.

Three Important Local Search Stats;

  • 79% of smartphone owners and 81% of tablet owners use their device to search locally. (Source)
  • Google search interest in “near me” has gone up 34X since 2011 and has nearly doubled since 2014. (Source)
  • 80% of “near me” searches come from mobile devices. (Source)
  • 78% of local-mobile searches result in offline purchases. (Source)

These stats clearly highlight that a strong local presence is the best way of making your veterinary practice brand easy to discover for potential clients.

Optimize your Veterinary Practice Website for Local Search

The first step in local optimization begins with ensuring your name, address, and phone numbers (NAPs) are consistent, updated and clearly visible on every page of your veterinary website. Including your work days, the hours of operation, days you are closed, list of your services/products, patient reviews and ratings, photos of your practices as well as any special offers and coupons, is also a great way of providing important information upfront to interested clients. Update this information for your practice app(s), any location pages, as well as any ever your brand profile is visible.

Focus on Creating Highly Relevant and Quality-based Content

Quality veterinary content that is highly relevant and specific to client needs will always place you in an advantageous position with search engines. Use your blog and social sites to deliver content that aligns with the interests of your local client base. Use relevant keywords in your content and whenever possible include the name of your city and or neighborhood to improve search relevance for your content.

Claim and Verify Your Business Directory Listings

It is important that you claim and verify your practice listing on all directories and review sites. The same should be done for places such as Yelp and search portals including Google My Business and Bing Places for Business as well as yellow pages sites. If there are any other sites where you profile appears or if you are listed with veterinary directories, claim and verify your practice to increase discoverability.

Aim for More Positive Google Reviews

Google has changed its “local pack” to feature three results instead of the previous seven. There is no doubt this move impacts visibility potential of brands within the top spots. However, the search engine giant displays the local pack results in the top spot for almost all local searches. Earning positive Google reviews from clients is the best way to ensure a spot in the local search results.

Use Local Citations to Build Brand Trust and Authority

Local citations can help build trust in your veterinary brand as they add brand credibility. Any mentions of your veterinary brand on top sites or blogs or in press releases can get your easily noticed not only by your clients but also by search engines. Taking part in local events or supporting causes in your community is a great way of showing your brand stands for something beyond business value and can earn your brand local citations.

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