Google Business Profile Optimization for Healthcare: Why It Matters

Offering top-notch care to patients and clients without an accurate, up-to-date Google Business Profile (GBP) is a bit like the old tree-falling-in-the-woods adage. If people looking for your practice can’t find you, how can you deliver excellent care to them?

A 2025 survey found that 59% of healthcare consumer respondents used online search to find a new primary care provider. What’s more, 9 in 10 respondents said accurate information in online listings was key to establishing trust and credibility.¹ And there’s a good reason why: According to Google, businesses with complete and accurate information in their GBP are more likely to show up in local search results. Inaccurate information could prevent a GBP from showing up in relevant searches.²

As the tech giant is so dominant that its name has become a verb for online search, setting up a Google Business Profile is an important step toward appearing in prospective patient and client searches.

Here’s what healthcare practice leaders should know about claiming and optimizing their GBP, including a Google Business Profile checklist. 

What Is Google Business Profile Optimization?

Whether or not you’ve taken any action, a Google Business Profile for your healthcare practice may already exist. Google may have created it automatically, and both the tech company and users can make changes to it.³ Optimizing your GBP involves claiming the listing, editing it to be as accurate and complete as possible and frequently reviewing and updating the information as needed. 

Key elements of an optimized GBP include:² 

• Verification. Verifying your business tells Google that you’re authorized to represent the business.

• Accurate, up-to-date information. Your address, phone number, business type and other details, like parking availability, are important basic information to update. Keeping business hours current, including holiday hours, is also key.

• Responses to user reviews. Replying to reviews can help your business stand out.  

• Photos and video. This helps prospective patients and clients visualize themselves in your practice with promotional multimedia assets. 

A Guide to Google Ranking Using Your Google Business Profile

Google is very clear that there is no way to pay for a better local ranking.² This is separate from sponsored search results. Factors that influence local search ranking include: 

Relevance

How well does your GBP match what someone is searching for? This is where complete and detailed business info comes in. Don’t underestimate the “complete” part: If someone is searching for “Cleveland dentist with Saturday hours,” your business hours would be a crucial part of finding you. Picking detailed and accurate business categories is also helpful to gain relevance. 

Distance

Being close by can be a benefit for patients and clients looking for a healthcare provider. Adding your practice’s address can help maximize your business impact, especially for those located nearest to your practice.

Prominence

Here’s where responding to those reviews becomes important. Google defines prominence as “how well-known a business is.” This includes factors like how many websites link to a business and the quantity and quality of reviews. Prominence can help improve your practice’s ranking.²

Your Google Business Profile Optimization Checklist

Let’s get started optimizing your practice’s GBP. This checklist can help you make your Google Business Profile as complete as possible.

Following these steps can help your business appear accurately and attractively in search results, making it easier for customers to find and connect with you online:

• Verify your business.
• Update your practice information and ensure accuracy.
• Choose categories strategically, including primary and secondary categories.
• Add photos and videos that may engage your patients and clients.
• If applicable, add product listings. (Note: A business must state that they’re a retail business to do this.)
• Read and respond to all reviews, positive and negative.
• Use Google’s booking feature to connect with your online appointment page if applicable.⁴
• Create Google posts to share announcements, offers, updates and event details.⁵
• Add Q&A features (if available in your region) so users can ask questions, like what payment methods you accept, and you can respond.⁶
• Leverage keyword research and local search engine optimization tactics to learn what phrases and actions can help improve your ranking.
• Integrate your practice website and Google Analytics.
• Maintain consistency across all online listings.

Google continuously updates its products. As you or your practice manager regularly review your healthcare practice’s Google Business Profile, be sure to watch for new features or fields and use options that could benefit your practice.

Making Google Business Profile Optimization a Habit

Like so many of the tasks healthcare providers perform regularly to support their business, optimizing your Google Business Profile isn’t a one-and-done task, but an ongoing healthy habit. If you think of your healthcare practice’s GBP as your website’s front door, it makes sense to keep the porch swept, change your wreath each season and make it look welcoming for guests. Similarly, updating your GBP for each change in hours, offerings or user reviews helps keep your digital front door ready for new patients and clients.

Frequently Asked Questions About Google Business Profiles

Here’s what healthcare providers may wonder when looking for Google Business Profile tips.

What is Google Business Profile optimization?

GBP optimization is the act of verifying, updating and continually maintaining a GBP to ensure accuracy, timeliness and the likelihood of appearing in people’s online searches. Continual monitoring and engaging with users can help local search rankings.²

How can I use my Google Business Profile to rank number 1?

There is no way to pay for a better local ranking on Google. Further, local search results are different for searchers in different locations, so your Google Business Profile ranking number one for one user doesn’t guarantee ranking number one for all. Factors that influence GBP ranking include relevance to the user’s search, distance from the user and business prominence.² 

How do I fully optimize my Google Business Profile?

Complete your Google Business Profile in full. Add features that are relevant to your business, like product listings and booking buttons if available. Engage with users by responding to reviews and Q&A questions. Frequently update your GBP. 

Offer Flexible Financing at Your Practice

If you are looking for a way to connect your patients or clients with flexible financing that empowers them to pay for the care they want and need, consider offering the CareCredit credit card as a financing solution. CareCredit allows cardholders to pay for out-of-pocket health and wellness expenses over time while helping enhance the payments process for your practice or business.

When you accept CareCredit, patients or clients can see if they prequalify with no impact to their credit score, and those who apply, if approved, can take advantage of special financing on qualifying purchases.* Additionally, you will be paid directly within two business days.

Learn more about the CareCredit credit card as a financing solution or start the provider enrollment process by filling out this form.

Author Bio

Natalie Burg is a writer, editor and editorial project manager with 20 years of experience. She uses her expertise from a range of industries, including economic development, business, sustainability and more, to create content that educates and engages readers.

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