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Why Google Business Profile is a smart move for health and wellness businesses
In today’s digital age, a strong online presence is essential. For Allied Health and Wellness practices in Australia, standing out in a crowded local market can be challenging. This is where Google Business Profile (GBP) comes in. Properly optimised, GBP can boost your local visibility and attract local ideal customers, making it easier for potential clients to find your practice when they need it most.
This blog is relevant to all Allied Health practices: whether you’re a physiotherapist in Perth, an Osteopath in Sydney, a Kinesiologist in Canberra, or a Dentist in Cairns, GBP is a smart marketing move.
When potential clients search for health services like yours, Google Business Profile increases your chances of appearing in local search results. Optimising your GBP with accurate service details, reviews, offers and photos positions you as a trusted and accessible provider in your area. This leads to higher visibility and engagement with the right clients at the right time.
How does my ideal client find my clinic?
Consider how your ideal clients typically find out about your practice.
The four common marketing avenues are:
- Digital Search – This includes Google, social media, directories, and email marketing.
- Referrals – A vital strategy, but we’ll discuss this more in a future blog.
- Physical Signage & Print Media – Brochures and handouts still have value.
- Public Speaking – Speaking engagements at schools, conferences, or networking events.
Today, we focus on one aspect of digital search, and perhaps one, if not the most prominent way local customers will find you and your practice! Google Search, and more specifically your Google Business Profile, plays a significant role in helping clients find your clinic through local search.
According to Stat Counter, as of July 2024 Google remains the leading search engine in terms of market share in Australia at 93.95%. Bing follows second at a measly 4.48%.
How to get found on Google
For local clients to find you, focus on these two key digital assets:
- An AHPRA-compliant, search engine optimised (SEO) website.
- An active, well-optimised Google Business Profile (Local SEO).
Of course, there are other factors for local and general optimisation, like social media, directories, podcasts and basically all other ways you’re connected online. Simply said, the more online presence you have, the easier it is for people to find you. Therefore, hopefully they will also begin to know, like and trust your brand.
Why is it so important to have a digital presence?
Why is it so important to have a digital presence?According to RedSeach, “Aussies spend 6.8 hours EVERY DAY searching the web”. They use it to shop, research, and look for which provider suits their health concern, and also to locate specific service providers in their local area to help with various physical and mental health concerns. So, if you don’t have a website or GBP… you’re missing a HUGE market of potential clients.
Still not convinced your Aussie Allied Health or wellness business needs a fully optimised GBP listing to attract local ideal customers? No worries…grab a cuppa, and read on, as I share why it’s fab for your practice.
Your Google Business Profile isn’t just a listing—it’s a gateway for Allied Health and wellness businesses to connect with local clients, build trust, and drive meaningful growth. In today’s digital world, visibility starts here. Deborah Ricketts
Why should your practice be on Google Business Profile?
Well, for starters, in this financial climate, we’re all looking for the best return for least investment, and GBP has you covered here – it’s free! And you will have a distinct advantage over more than half of the business population, as 55% of Australian local businesses haven’t claimed their GBP listing. I know right!?
1. Enhanced online visibility
Google Business Profile allows clients to find your practice based on location via Google Maps. It shows essential details like phone number, address, and reviews, making it easier for clients to connect with you.
2. Improved local SEO
Optimising your GBP improves your local SEO, boosting your chances of appearing in search results when potential patients search for relevant services in your area. It looks at factors like relevance (to the search query), distance from the searchers location, and prominence, which is basically how well you’re known online, liked and trusted, which can be determined by scanning the quality and quantity of reviews, content, connections, directory listings, well optimised websites, podcasts, books, webinars etc…
3. Credibility through reviews
GBP allows patients to leave reviews and ratings. Client reviews provide social proof, building trust and credibility. Google favours businesses with positive reviews, which can also influence new clients’ decisions. Managing your reviews effectively can provide great opportunities for social proof. Encourage your clients to leave a review by copying the review link and sharing it via an email or place it on your invoice. It not only boosts your authority but also improves your ranking in local search results.
And yes, let’s talk about the elephant in the room. AHPRA compliance in relation to testimonials. As this is a big and relevant topic for all allied health professionals, and to give it the airtime it so rightly deserves. Testimonials and Google Reviews complying with the Australian Health Practitioner Regulation Agency will be addressed in its own dedicated blog. This will give you the know-how to confidently use the platform without breaching regulations. Because no one wants that!
Fun fact you may not know … Google Maps is the preferred navigation app for 67% of customers. So not only is Google Search the most popular form of search, but Google Maps is the most popular navigation app. See why you need to be on this platform?
Is it worth the time to keep my profile updated?
Absolutely! Google rewards active profiles. Regular updates, such as adding new services, sharing posts, responding to reviews (where appropriate), and a keyword rich description, signal to Google that your practice is active and engaged. This improves your rankings. Active management of your GBP is a powerful way to stay ahead of competitors who may not be doing the same. And because I love providing you value… here are some post and photo ideas for your profile:
What does keyword rich mean?
A keyword is a word or phrase that people use when searching for something online. For example, if someone is looking for a physiotherapist, they might type “physiotherapist near me” into Google. “Physiotherapist” is the keyword in this case. Keywords help search engines understand what your content is about and show it to the right audience. Using the right keywords in your website, blog, or ad helps people find you, as they’re looking for services like yours.
Here are some popular sites to help you obtain keywords for SEO:
Here are some popular sites to help you obtain keywords for SEO:- Google Keyword Planner (it’s free – It’s connected to Google Ads, but don’t worry, you don’t need to proceed with the Google Ad Campaign) It’s best for researching paid keywords and understanding search volume.
- Moz Keyword Explorer
A great all-around free (try for free for 30 days) tool for keyword research, offering insights on keyword difficulty and SERP (search engine results page) analysis - Semrush
A comprehensive tool for keyword research, competitor analysis, and tracking rankings - Ahrefs Keyword Generator
A powerful tool for discovering keyword ideas and search volume data - Answer The Public
Visualises questions and searches people make, helping you uncover long-tail keywords - WordStream Free Keyword Tool
Useful for quickly finding high-performing keywords for both SEO and PPC (pay per click) - Ubersuggest
A budget-friendly option offering keyword suggestions, competitor analysis, and content ideas
When you add your keywords, it’s important to know that Australia’s search engine usage has evolved from text-based searches on your PC to voice searches using PCs, iPad, mobiles, and AI assistants, for example Google Nest, or Siri. Globally the number of people using digital voice assistants grew from 3.25 billion users in 2019 to 8.4 billion in 2024!
Why should I care about voice searches?
When you’re typing a query in Google, you may type “experienced Chiropractor in Balmain”, but when using a voice search, you are likely to use more of a conversational tone – “Hey Google, who is the most experienced Chiro near me, for back pain?” This example demonstrates the use of slang ‘Chiro’, when spoken, and terms like ‘near me’ and ‘back pain’, that weren’t in the typed search example.
So, when optimising your GBP, use your questions and answers section, and do it wisely. Consider the most frequently asked questions your clients ask you. Then consider how they may ask (or better yet, research it, by asking your ideal and existing clients questions). What language do they use? Take note of key questions you receive about your services, this is valuable information.
Hot Tip: You can add your own questions to the questions and answers section on GBP. You don’t need to wait for a member of the public to ask. You can, and should also, answer all questions (with plain language and keywords).
What if my clinic already gets referrals—do I still need Google Business Profile?
Referrals are crucial, but consider GBP an additional touch point where potential clients verify your reputation. Even those referred to your practice are likely to search for your clinic online, so an optimised GBP reassures them with positive reviews, location accuracy, and updated service offerings. There are changes to the platform all the time, with new features and removed features. For example, if you had a website using this platform, it no longer exists, messaging also gone or going depending on where you’re located.
Can Google Business Profile help increase client bookings?
Yes! An optimised profile allows clients to directly book appointments, call, or visit your website from your listing. With features like the “Book Now” button or integration with scheduling platforms, it simplifies the booking process, reducing friction and turning searchers into clients faster. You can post special offers and events here too!
Organic click-through rate is 39.8% in 2024, and paid searches decreased to 1.6 for the first paid position. If you’re wondering what these stats suggest, I’ll help you out… basically using keywords and SEO methods, rather than paying per click, is a long-game play which WILL pay off! So, my allied health and wellness founder friends, Google Business Profile is something you should add to your marketing efforts.
Why partner with Versatile Marketing?
Optimising and managing your Google Business Profile may seem overwhelming, but that’s where we come in. At Versatile Marketing, we specialise in marketing for Allied Health professionals, including AHPRA compliant social media management and GBP optimisation, ensuring your practice gets noticed by the right clients.
Don’t miss new opportunities. Let us help you enhance your online presence. Book a free discovery consultation with Deb today. Support Leads to Success.