Your business ranking in the search engines depends on how you showcase your brand.
Google, the biggest among search engines, intends to make a facsimile of the real world via local search and Google maps. In order to represent your practice with detail and accuracy, it needs information. Therefore, you have the perfect opportunity to promote your business and feed the search with information that you want to make public.Claim your FREE Practice Diagnosis
To begin, the first step is in creating a signature brand.
There are several ways to do this:
- Using Your Name
Putting your name and face on your brand, if you are a sole practitioner, will cause prospective patients to instantly identify with you. This form of branding stays with you through the future, no matter where you move your practice, or even if you choose to partner with other physicians.
- Choosing a Brand Name
On the other hand, you can give your brand a name. This will happen if you have developed a practice that spans across several locations. Your brand name should be concise and unique. If you have plans to relocate, it is best not to lock your brand into a geographic area.
- Using Keywords
While your brand name could be keyword-based, that’s not an advisable strategy because of the constant shift in the Google algorithms. You may end up with a brand that works only in the short term. Therefore, it is also best to avoid trends when building your brand. You want to adopt an identity that will prevail in spite of whatever is happening and currently popular on the internet.
- Focus on Your Specialty
Ask yourself what it is that you want to be known for. All practices offer multiple services. While you may wish to acknowledge the fact that your office covers multiple needs, you likely have some area of specialty that you would like to use as a focal point in advertising.
Depending on this is, you may decide to offer services that behave in some ways like a standalone business. While it is tempting to splinter these off, it is better to develop one website that covers all you do. Google only permits one website for each local listing.
- Stay Positive
As you are building your site, remember to focus on the positive: Don’t bother mentioning services you don’t offer or that you prefer not to deal with. Focus on your areas of expertise, discussing those at length. Paint an abstract portrait in your mind of the person you want to enter your office, and advertise in ways that would attract that type of patient.
Principles of Branding
Developing your brand involves three simple principles:
- Describe services offered by the brand.
- Develop one website.
- Choose an identity that will last through the evolving Google trends.
Perhaps most important is to realize that your brand is representing you. Therefore, remember to keep your best face forward: Be open and friendly and treat people with honesty and kindness.
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