Local SEO for dermatologists: Capturing your patients’ search needs

Finding a dermatologist nowadays usually starts with an online search. But dermatology patients have such specific needs—from treating acne and managing psoriasis to finding cosmetic doctors—that targeting them can be tough. This is where a little understanding of online search behaviors that work for local SEO for dermatologists can give a practice a competitive edge, especially considering the amount of medical information search traffic that exists. Google Health revealed that billions of people worldwide use its platform to search for medical information, and 5% of all daily searches are actually health-related. In a study performed by MarketSplash, it emerged that “healthcare organizations that invest in local SEO strategies experience a 50% higher conversion rate.” But as a local dermatologist practice, what does this mean for you? It means a small investment in local SEO can make a huge difference in keeping your appointment book packed.

A Google search in Kansas City shows multiple dermatologist offices

What is local SEO for dermatologists?

Let’s start with the basics before diving into how you can apply local SEO to your dermatology practice. Local SEO is the process of optimizing your online presence to attract more business from relevant local searches. Simply put, your potential customers are searching on Google and other search engines for practices like yours in their immediate area. Local SEO can help your practice appear at the top of their local search and map results, which can ultimately lead to increased foot traffic and more patients.

Local SEO rankings are influenced mainly by three key factors:

• Distance—How close is a searcher to the actual business? Search engines prioritize businesses closest to a potential client's location, so having a correct and up-to-date dermatology practice address is vital. 
• Relevance—This factor refers to how well a business matches what the searcher is looking for. For example, to ensure that the right prospective local patients find your dermatology practice when Googling, it is imperative that your Google Business Profile includes the most accurate information about your clinic, such as your NAP (name, address, and phone number), high-quality photos, and the services you offer.
• Prominence—This is all about reputation. A medical practice with lots of positive online reviews, a strong online presence, and high-quality backlinks increases its prominence. Proactively managing your online reputation can also significantly attract new patients.

A quick look at the most common challenges for local SEO for dermatologists

Reaching full patient status has its challenges. Dermatology is highly competitive, especially in densely populated areas where many practitioners may be vying for the same patient base. This competition can make it difficult for individual dermatology practices to stand out in local search engine results. Additionally, a lack of the expertise or resources to implement effective local SEO strategies, such as making sure that a clinic’s business information is accurate across the internet, may seem too time-intensive to consider.  

Effectively managing online reviews and maintaining a positive online reputation is also crucial, as negative reviews or a scarcity of reviews can significantly impact your online visibility. To sustain a strong reputation and a steady influx of positive reviews, it's essential to provide excellent medical services, but also to adopt a proactive approach that encourages feedback from satisfied patients, all while adhering to relevant guidelines and regulations. Needless to say, this can also be a very time-consuming task without the right resources. 

A review snippet highlighting positive feedback from a patient 

Creating high-quality, relevant content to attract local patients is another important yet time-consuming aspect of local SEO. Crafting the right content, selecting appropriate keywords, and evaluating performance against neighboring dermatology clinics is challenging, especially for those clinics that are striving to master local SEO or just starting out. Balancing these elements effectively is the key to improving a clinic’s local search visibility and standing out in a competitive market. 

All of the challenges listed in this section are also multiplied if you are a practice with more than one location, as local SEO requires that each location be independently optimized for top performance. 

Despite its challenges, your dermatology practice or practices can excel in local SEO by concentrating on the most influential components. We’ll guide you through the key activities needed to enhance your practice's local SEO performance, so you can better attract patients seeking dermatological services in your area.

Essential Local SEO for Dermatologists

Here’s a list of components that dermatology practices should focus on to win at local SEO.  

1. Free Listings Audit 

Effective local SEO for dermatology relies heavily on accurate listings. These listings not only boost your clinic's visibility but also help search engines verify your dermatology practice’s credibility. Managing consistent business information across various platforms can be complex, and even more so if you have multiple locations. However, tools like Semrush Local’s Free Listings Audit simplify this task. This tool identifies where your clinic’s information is listed, checks for accuracy and consistency, and reveals any gaps in your online presence. 

2. Google Business Profile Optimization

Claim and verify your Google Business Profile listing for your location (or locations if you have more than one) if you haven't already. Once verified, optimize it by making sure every section is filled out, including your clinic's NAP. Double-check that your operating hours are accurate and select the most relevant categories for your services. Add photos of your team and the clinic to help potential patients feel comfortable when considering your practice. High-quality images showcasing your medical staff and state-of-the-art equipment can reassure them of your clinic’s professionalism and modernity. Additionally, searchers can book appointments directly from Google, making it easier for them and helping you fill your appointment book more efficiently.

AI Boost: You can also use our free AI Google Business Description Generator to help you complete your Google Business Profile with the best local SEO content possible. 

3. Accurate Citations

Although an optimized Google Business Profile is a must for local online visibility, it is not enough for complete exposure. This is why it is also important for dermatologists to place their business information accurately across other authoritative platforms and directories. Citations are online mentions of your business’s NAP. They can appear on various websites and directories, including business listings, social media platforms, review sites, and local online directories. Search engines like Google use citations to verify the legitimacy and accuracy of your business information. They improve visibility online, and should be a crucial part of any local SEO strategy by dermatology practices. After all, the more places your business is listed, the more likely potential customers are to find you. There are two types of citations you should know about:

• Structured: These appear consistently on business listing sites and directories like Yelp, Yellow Pages, and Google Business Profile. 
• Unstructured: These are mentions of your business information on blogs, news articles, or social media platforms, which may follow a different format but still contribute to your SEO efforts.

Listing Management: With Semrush Local, you can quickly place your dermatology practice’s NAP across an impressive number of authoritative online directories and platforms, including Google Business Profile, Yelp, the Yellow Pages and Facebook. 

4. Local Keywords

Effective local SEO requires a good local keyword strategy. Keywords are search terms that your potential patients will be typing when looking for your dermatology services. When you search and use phrases like “doctor” or “dermatologist”, you are using “short-tail keywords” because they’re simple and broad. As a dermatologist that is looking for more local patients, focusing on local-oriented long-tail keywords is a better idea. This is because high-intent patients are more likely to search for terms like “best acne treatment in Portland” or “psoriasis specialist near me” when looking for a specialist, instead of generic, short-tail keywords. You can connect with patients actively seeking your services by targeting such specific phrases.

A long-tail search phrase entered into Google

It’s also wise to incorporate relevant medical terms and popular treatment names into your website content. For anyone searching for particular treatments, this will help drive your practice page to the top of their search results. Think about what your patients ask, like “laser therapy for rosacea” or “chemical peel in Miami.” Consider also producing content with local keywords on your website that answers common dermatological questions. For instance, “How to protect your skin during Tampa’s hot summers” or “Top winter skincare tips in Minnesota.” This improves your SEO and positions you as a helpful resource and local expert. Be sure to also include local keywords in meta descriptions, titles, and even your Google Business Profile to boost your relevance in local search results.

Pro tip: Make your local SEO efforts more effective and manageable with the right tools for the job. Start with Semrush’s Keyword Overview tool to identify the most relevant and high-traffic keywords specific to dermatology in your area. Next, use the Semrush Local Map Rank Tracker to monitor your practice’s visibility on Google Maps, and see how you rank against other dermatologist practitioners with specific keywords. 

5. Get local backlinks

Securing local backlinks from reputable local websites and directories can greatly improve your dermatology clinic's local SEO. These links indicate to search engines that your clinic is recognized within the community. This might include links from local news sites, blogs, business directories, and other relevant local organizations. To increase your chances of earning these valuable backlinks, engage with the local community, use local listing tools, and do not be afraid to participate in local events or pitch a story to local media.

A local dermatology clinic in Florida is featured in a local media outlet

6. Patient reviews and testimonials

Patient reviews are vital in local SEO and building trust with potential patients. According to a survey by Software Advice, 71% of patients use online reviews as the first step in finding a new doctor, and 90% of patients use reviews to help them choose a doctor. Make it easy for your patients to leave reviews about your services on Google or other healthcare-specific review sites by being present in them with your accurate business information, by including links in your email correspondence, and by responding to positive and negative reviews promptly. Some medicine-specific review sites include WebMD, Vitals, Docspot and EzDoctor. These sites are trusted sources for patients seeking medical care, including dermatologists. Remember that there are legal considerations when requesting reviews. This is particularly the case with healthcare organizations, for example, US-based clinics have to abide by the Health Insurance Portability and Accountability Act (HIPAA) when soliciting reviews. 

Pro tip: To manage your online reputation effectively, consider using Semrush Local’s Review Management tool. It helps you gather and monitor reviews across various platforms, including Google, WebMD, Vitals, EzDoctor, and DocSpot. It also offers auto-replies for reviews on Google. 

Free tool: Want to make rating your services easier for patients? Try the Semrush Google Review Link and QR Code Generator. Simply place the QR code in your office or include it in follow-up emails to encourage satisfied patients to share their positive experiences.

7. Mobile optimization

Many patients search for dermatologists on their mobile devices, and for you, that means your website needs to be mobile-friendly. This is especially the case when searching for “near me” options on Google Maps on a smartphone. A responsive website (i.e., one that looks good on mobile phones) that loads quickly provides a great user experience and can improve your search rankings. To make your mobile site easier to use, simplify your navigation so visitors can easily find essential information like services offered, contact details, and appointment booking options.