How it works
Local pack optimization for healthcare
How the local pack algorithm works
Google's local ranking uses three core signals. Relevance measures how well your profile matches the search query. Distance is how far your practice is from the searcher or the location specified. Prominence reflects how well-known and reputable your practice is online.[1]
For healthcare-specific searches like "orthopedic surgeon near me" or "physical therapy downtown," Google weighs these factors differently than generic local queries. Medical searches tend to prioritize relevance and prominence because patients are willing to travel further for specialized care.
Your Google Business Profile is the primary data source for local pack rankings. Google explicitly states that the completeness and accuracy of your business information affects local ranking.[1]
Google Business Profile optimization
Choose the most specific primary category available. "Orthopedic Surgeon" outperforms "Doctor" because it signals direct relevance to orthopedic queries. Add all applicable secondary categories – each expands the queries your practice can match.[1]
Complete every section of your profile: business description with natural keyword usage, services list with detailed descriptions, accepted insurance, accessibility features, and appointment links. Google rewards completeness.[1]
Add high-quality photos of your practice, team, and facilities. Upload new photos regularly – Google's local algorithm interprets photo freshness as a signal of an active, operational business.
Keep your hours current, especially for holidays and special closures. Businesses that are open at the time of search are more likely to surface in the local pack.[1]
Review signals that drive rankings
Google explicitly confirms that "review count and review score factor into local search ranking."[1] More positive, recent reviews directly improve your local pack position.
Review velocity matters – a steady stream of new reviews signals ongoing patient satisfaction. Five reviews in the last month carries more weight than fifty reviews from two years ago.
Respond to every review, positive and negative. Google uses review responses as an engagement signal, and professional responses to negative reviews demonstrate care for patient experience.[1]
Research published in JMIR demonstrates that negative reviews significantly decrease physician selection intention,[2] so active reputation management serves both SEO and patient acquisition goals.
Local signals beyond GBP
NAP consistency – your Name, Address, and Phone number should be identical across your website, directory listings, and social profiles. Inconsistencies confuse Google's entity matching and can suppress local rankings.
Build citations on healthcare-specific directories: Healthgrades, Vitals, WebMD, Zocdoc, and specialty-specific platforms. These reinforce your practice's entity identity in Google's systems.
Local content on your website supports local pack rankings. Pages mentioning your city, neighborhood, and service area – combined with LocalBusiness schema markup – help Google understand your geographic relevance.[3]
Backlinks from local sources (hospitals, medical associations, local news) strengthen your prominence signal. A link from your city's medical society carries more local weight than a generic healthcare blog.
Key takeaways
- Local pack rankings depend on relevance, distance, and prominence
- Choose the most specific GBP category and complete every profile section
- Google confirms reviews directly factor into local search ranking
- NAP consistency and healthcare directory citations reinforce entity identity
- Local content and backlinks from community sources strengthen prominence
Frequently asked questions
Common questions about this topic.
Local pack improvements typically take 4-12 weeks after optimizing your Google Business Profile, depending on competition. New practices take longer to build prominence signals. The fastest wins come from completing your GBP, choosing accurate categories, and building a steady stream of patient reviews.
Related concepts
Foundational definitions
Local SEO for doctors
Local SEO focuses on improving visibility for location-based searches. For medical practices, this means appearing when patients search for "orthopedic surgeon near me" or "best dermatologist in ."
Healthcare-specific
Patient reviews and reputation management
Patient reviews significantly influence both search rankings and patient decisions. Google explicitly states that "review count and review score factor into local search ranking," making online reputation management essential for attracting new patients while maintaining trust.
Foundational definitions
Healthcare structured data implementation guide
Structured data tells search engines exactly what your practice does, where it is, and who works there – in a language they can parse directly. For healthcare sites, proper JSON-LD implementation can unlock rich results, improve local visibility, and make your content citable by AI tools.
How it works
Voice search optimization for healthcare
Voice searches are inherently conversational – patients ask "Hey Google, what's a good dermatologist near me?" rather than typing "dermatologist near me." This shift toward natural language queries changes how practices need to structure content for discovery.
Sources
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