Common Problem
Why Great Reviews Aren't Improving Your Rankings
What you're experiencing
Your Google Business Profile shows dozens of positive reviews – maybe hundreds. Patients consistently rate you 4.5 stars or higher. You respond to reviews professionally. But when you search for your specialty in your city, competitors with fewer or lower-rated reviews appear above you.
This isn't a glitch. Google's ranking algorithm considers multiple factors for local search, and while reviews matter, they're part of a larger picture that includes relevance, distance, and overall prominence.[1]
Why reviews alone aren't enough
Google explicitly states that "review count and review score factor into local search ranking" – but this is listed alongside other factors like relevance and prominence.[1] A practice with perfect reviews but poor relevance signals may still rank below a competitor with good (but not great) reviews and strong optimization.
Relevance comes from how well your profile matches what someone is searching for. If your business categories are wrong, your services aren't clearly listed, or your website doesn't connect your practice to the conditions you treat, Google may not understand that you're a match for the query.
Prominence includes factors like links from other websites, citations across directories, and how well-known your practice is online. Reviews contribute to prominence, but so do many other signals.[1]
What's missing from your strategy
Most practices focusing only on reviews are neglecting entity definition – helping Google understand exactly what your practice is, what you do, and where you do it. Without clear entity signals, even the best reviews can't overcome relevance gaps.
NAP consistency matters significantly. If your name, address, and phone number differ across your website, Google Business Profile, and directory listings, Google may struggle to connect these signals to a single entity.
Structured data markup tells search engines explicitly what services you offer, what conditions you treat, and what credentials your providers hold. Without this, Google relies on parsing unstructured text – and may miss key information.
Local citations across healthcare directories (Healthgrades, Vitals, WebMD) reinforce your practice's presence and legitimacy. These citations are part of the prominence signals Google evaluates.
Building a complete local SEO foundation
Reviews remain important – research shows negative reviews significantly decrease patients' likelihood of selecting a provider.[2] Continue earning and responding to reviews. But complement your review strategy with comprehensive optimization.
Ensure your Google Business Profile has complete, accurate information in every field. Select the most specific primary category for your specialty. Add all secondary categories that apply.
Implement structured data markup on your website to explicitly define your practice, providers, and services. This helps Google understand your entity and match you to relevant searches.
Build consistent citations across healthcare directories and local business listings. Every citation should show identical NAP information.
Key takeaways
- Google confirms reviews factor into local rankings, but alongside other signals
- Relevance and prominence matter as much as review quantity and quality
- Entity definition and NAP consistency are often overlooked ranking factors
- Structured data helps Google understand what you do and where
Sources
Learn more
Understanding these concepts will help you adapt to the new search landscape.
Local SEO fundamentals
Complete guide to local search optimization for medical practices
Entity SEO explained
Why defining your practice as an entity matters for search
Reviews and reputation
How reviews actually affect rankings and patient decisions
Knowledge graph optimization
How to build your practice's presence in Google's Knowledge Graph
For healthcare practices
See how this problem affects specific specialties.
For General Dentistry Practices
General Dentistry
With $189 billion in annual US dental expenditures and over 200,000 practicing dentists, the dental market is vast but intensely competitive. Patients actively search for dentists online – nearly 60% of US adults look for health information online, and dental care is no exception. Your search visibility determines whether new patients find your practice or your competitors.
For Physical Therapy Practices
Physical Therapy
With over 600,000 practicing physical therapists in the US and a $47.6 billion market, physical therapy is a highly competitive space. Patients increasingly have direct access to PT services without physician referral, making your online visibility critical. Nearly 60% of US adults search for health information online – your search presence determines whether they find your practice.
For General Dermatology Practices
General Dermatology
One in four Americans – 84.5 million people – are impacted by skin disease. Patients actively research skin conditions, treatment options, and providers before booking appointments. Nearly 60% of US adults search for health information online, and dermatology patients are no exception. Your online visibility directly determines whether they find your practice.
Similar challenges
Other common problems healthcare practices face with search visibility.
Common Problem
Why Your Practice Ranks Well But Phones Aren't Ringing
Your website shows up on Google. Your SEO reports look healthy. But the phones aren't ringing like they used to. You're not imagining it – something fundamental has changed in how patients find and choose healthcare providers.
Common Problem
Why Your Website Traffic Is Up But Phone Calls Are Flat
Your analytics show website traffic growing – month over month, you're getting more visitors. But your phone isn't ringing any more than before. New patient inquiries remain stubbornly flat. This disconnect between traffic and results is increasingly common, and it signals a shift in how patients are using search.
Is this happening to your practice?
Run a free scan to see how visible your practice is in AI-powered search tools like ChatGPT.
Results in 60 seconds. No signup needed.