What's More Important: Local Pack or Organic Search Results?

Table of Contents:

1. Anatomy of SERPs
2. Local SEO vs Organic SEO: Pros & Cons
3. Best Practices for Improving Your Organic Marketing Strategy
4. The Importance of Upkeep
5. Frequently Asked Questions

Patients turn to the internet when they are in search of answers. In fact, Google receives over 1 billion health-related searches every day. It's almost second nature; type in a few relevant keywords, hit enter, and voila, a multitude of search results appear, ready to answer your question and give you more information. 

This is especially true for patients in search of doctors. While word-of-mouth used to be the primary way to find a provider, now patients search the internet for things like "cardiologist near me" or "best orthopedic surgeons." After hitting the search button, they are presented with a number of results, including local pack listings and organic search results. But are all search results created equal?

Why Your Practice's Visibility Matters

Understanding how search results work is crucial for effective digital marketing. The higher your practice shows up in search results, the more likely patients are to click on your website, and subsequently, book an appointment. That's why search ranking is always a high priority in medical SEO marketing strategies. As your search engine optimization improves, so will your visibility, leading to a higher patient acquisition rate.

Without an expert strategy in place, your practice could be missing out on a significant amount of potential patients. Only 0.63% of people click on the second page of Google search results, and that number drops even further for subsequent pages. That means if your practice isn't showing up on the first page of search results, the vast majority of potential patients will never see your practice's website.

Knowing how many patients in your area are searching for your specialty, the conditions you treat, and the services you offer is key to understanding your visibility online and how to improve it. PracticeBeat by Treatspace was created to help you with this very task. Our team will pull this data for you at no cost, giving you insights into your market share and market leakage.

With this information and our expert guidance, we can help you improve your digital marketing efforts and reach more patients. Schedule your free assessment today to learn more.

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Anatomy of Healthcare SERPs

Search engine results pages, commonly referred to as SERPs, are the pages that users see after searching for a term. The SERP will include a mix of organic, local pack, and sponsored listings.

Sponsored Listings

Sponsored listings, also known as paid listings, are essentially advertisements. Businesses pay search engines for these spots. When a user searches for certain keywords, the sponsored listings appear at the very top of the SERPs, generally in a box with a small "Ad" or “Sponsored” label. While sponsored listings can drive immediate traffic, they don't contribute to your organic SEO and they require a continuous investment to maintain their position.

Potential patients are more likely to click on an organic listing than a sponsored listing. Organic listings are often seen as more reliable and trustworthy because rather than paying for their high position, they have earned it through relevance and quality.

Local Pack Listings

Local pack listings appear in a cluster usually under the sponsored listings, and they show local businesses that match the search query. For instance, if a user searches for "PCPs near me," the local pack will show primary care practices in the user's area. These listings often include the business' rating, reviews, address, and hours.

Organic Listings

Organic listings are at the core of search engine optimization. These are the search results that appear due to their relevance to the search terms, rather than paid advertising. They are determined by algorithms that take into account a variety of factors, including the quality of content on the page, the number of other pages linking to it, and the relevance of the page's content to the search query. High-ranking organic results are the goal of content marketing and healthcare SEO strategies as they can drive a steady stream of traffic to your site over time.

While local pack listings are useful for attracting nearby patients and sponsored listings can draw in potential patients quickly, it's integral not to overlook the importance of organic search results in your healthcare marketing strategy.

Organic listings are not confined by geography and are not as susceptible to fluctuations as local pack listings. They are sustained by the quality and relevance of your content, making them more stable and reliable over time. When well-optimized, your organic search rankings can continue to drive consistent, substantial traffic to your site long after a page is updated or a blog post is published.
The financial aspect is another major factor. Unlike sponsored listings that require continuous financial investment, organic listings are essentially "free" once you've invested in creating high-quality content. This makes organic SEO an efficient and cost-effective part of your medical marketing toolkit.

In short, while local packs lure immediate, geographically relevant prospects, organic search results can cast a wider and more enduring net. A comprehensive approach to digital medical marketing involves balancing your local SEO strategy with a solid plan for organic search optimization. This can provide you with the sustained visibility you need to attract more patients and grow your practice.

Local SEO vs Organic SEO: Pros & Cons

80% of clicks on a SERP happen "above the fold," on the part of the page that's visible before scrolling. Of these clicks, about 14% go to sponsored listings, and another 32% go to the local pack. While local pack listings are useful for attracting nearby patients and sponsored listings can draw in potential patients quickly, it's integral not to overlook the importance of organic search results in your healthcare marketing strategy.

This is because organic listings claim 50% of the clicks above the fold, making them a major source of website traffic and patient leads.

Unlike local pack listings, organic listings are not confined by geography. Instead, they're sustained by the quality and relevance of your content, making them more stable and reliable over time. When well-optimized, your organic search rankings can continue to drive consistent, substantial traffic to your site long after a page is updated or a blog post is published.

The financial aspect is another major factor. Unlike sponsored listings that require continuous financial investment, organic listings are essentially "free" once you've invested in creating high-quality content. This makes organic SEO an efficient and cost-effective part of your medical marketing toolkit.

In short, local packs attract immediate, nearby patients, while organic search results have a broader and longer-lasting reach. A comprehensive digital medical marketing approach involves balancing local SEO strategies with organic search optimization. This can help you gain sustained visibility, attract more patients, and grow your practice.

Best Practices for Improving Your Organic Marketing Strategy

1. Quality Content Creation: This is the heart of organic SEO. Create valuable, unique content that answers your patients' questions. The more relevant and informative your content is, the more likely it is to rank highly on search engine results pages.
2. Keyword Research and Optimization: Find out what terms your potential patients are searching for and incorporate these keywords into your content. Remember, your goal is to provide value to your patients, so don't just stuff your content with keywords. Ensure they blend in naturally with the rest of the content.
3. Website Optimization: This includes a range of strategies such as improving your website's load speed, making it mobile-friendly, and ensuring it's easy for both users and search engines to navigate. This can significantly impact your search visibility and user experience.
4. Analytics and Reporting: Track your SEO performance using tools like Google Analytics. This will help you understand what's working, identify areas of improvement, and make data-driven decisions about your organic marketing strategy.

With all of these things to take care of, optimizing your website for organic search can be a complex and time-consuming task. It requires specialized knowledge and a considerable amount of time to keep up with the ever-changing algorithms of search engines. That's why it's often best to leave it to the experts.

The Importance of Upkeep

Understanding and implementing the right search result strategy is imperative for the growth of your healthcare practice. By optimizing your organic SEO, you can achieve a comprehensive online presence that allows you to attract and retain potential patients from various sources, in turn broadening your patient base and promoting your practice.

Maintenance, or upkeep of your strategy, is crucial in this fast-paced digital world. Search engine algorithms are continually changing, and so are the needs and search behaviors of your prospective patients. By regularly reviewing and updating your SEO strategy, you can stay ahead of the curve and prevent patient leakage. This involves monitoring your site's performance, collecting and analyzing data, updating your content and keywords, and continuously improving your site's user experience. Remember, an outdated site or a drop in your search rankings can cost you valuable patient interactions.

At Treatspace, our PracticeBeat platform offers comprehensive digital healthcare marketing solutions, tailored to meet the unique needs of your practice. Our team of experts is dedicated to helping your healthcare practice achieve enhanced visibility in SERPs. We utilize a data-driven approach, leveraging the power of analytics to understand your current performance, identify areas for enhancement, and implement effective SEO strategies.

We offer a comprehensive suite of services including regular website audits, site optimization, content creation, and keyword research, all tailored to your specific needs. With our diligent maintenance and upkeep, we ensure your strategies continue to align with the constantly changing digital landscape, thus securing your website's high ranking on SERPs.

Our mission is to help you maximize your online presence, attract and retain more patients, and ultimately, grow your practice. By entrusting your SEO efforts to PracticeBeat, you'll get to focus more on what you do best—providing excellent patient care.

Don't let the competition leave you behind. Let PracticeBeat begin by preparing a detailed assessment of the top performers in your market and specialty. We will show how you perform, share insights into your performance, and tell you how to outperform your competitors. Sign up for a free assessment and demo today or visit our website to learn more.

Frequently Asked Questions

Should doctors or medical practices run sponsored ads?

Sponsored listings serve as a temporary boost to your visibility in search results. They might get you immediate attention, but it's important to remember that this is often a short-term solution. Before investing heavily in sponsored ads, make sure you have solid organic SEO strategies in place. These will form the backbone of your long-term visibility and brand credibility online.

The most effective way to assess whether sponsored ads are the right move for your practice is to discuss your situation with a digital marketing expert. At PracticeBeat, we can provide you with a comprehensive analysis and strategic recommendations tailored to your practice's unique needs.

How can doctors or medical practices rank higher on Google?

Ranking higher on Google is a multifaceted process that requires a thorough understanding of SEO best practices. It begins with creating high-quality, relevant content, but also extends to technical aspects like mobile optimization, site speed, and link building. Then, it's crucial to keep up with Google's ever-evolving algorithms and the latest SEO trends. In short, effective healthcare SEO strategies call for specialized knowledge and continuous upkeep.

At PracticeBeat, we provide the resources and expertise you need to optimize your digital presence and stay ahead of the curve. Our team is committed to staying updated on the latest search engine changes and adapting our strategies to help your practice maintain a strong online presence. Get in touch with us today to find out how we can help you improve your search engine rankings.

What's the difference between local SEO and organic SEO?

Local SEO and organic SEO are both important parts of a comprehensive digital marketing strategy, but they serve different purposes.

Local SEO focuses on making your practice visible in the area where you operate. It's about reaching potential patients in your locality when they search for healthcare services. This is achieved through local pack listings, which appear in the search results for location-based queries, like "doctors near me." These listings provide the user with essential information, such as your address, operating hours, and customer reviews, ultimately attracting local patient traffic.

On the other hand, organic SEO targets a wider audience. It's about making your website visible in search engine results for relevant keywords, regardless of the user's location. A well-executed organic SEO strategy can draw a steady stream of traffic to your site from all over the web and establish your practice as an authority in the healthcare field. Unlike local listings, organic listings are not bound by geography and can bring in patients from far and wide. They are also less susceptible to fluctuations and provide more stable and long-term results.