Interestingly, “near me” and “close by” type searches grew by more than 900% over two years. It seems location is becoming a major factor for businesses.
From a digital marketing budget and resource stance, it’s not feasible to compete with bigger vet chains on a national scale. However, this market shift does give you a golden opportunity to establish your practice as the leaders in your local area.
Local-based marketing, also referred to as local marketing and neighbourhood marketing, is the process of optimising your online reach to customers within a radius of your company.
One of the best local marketing strategies for vets is to focus on improving your search engine optimisation (SEO).
Local SEO refers to strategies that help your business appear higher in local search results on Google for relevant keywords. To improve this, your website content needs to include more location-specific keywords such as “vets in city/town”, instead of just “vets”. By doing this, you’ll maximise your chances of being found by customers conducting their “near me” and “close by” searches.
Google’s algorithm also uses keyword clusters to find affiliate content for customer search terms. So, if they search for “dog flea treatment”, the platform will display websites which offer “dog treatments”. Therefore, it’s essential to cover all bases and create a list of similar search terms.
Another local-marketing SEO strategy is to ensure you list your vet’s site on Google My Business and Yelp. This will instantly give your veterinary practice an online presence and help local customers find you more easily.
As an ongoing part of this process, you should encourage your existing customers to leave good reviews on Google. This will not only make your business look more trustworthy to new customers, but it could help you boost your ranking on Google too.