How to Measure Your SEO Performance Across Locations

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How to Measure Your SEO Performance Across
Locations

• Multi-location healthcare practices face several
  challenges when defining their local SEO
  strategies and evaluating their SEO performance.
• You cant manifest scalable growth without a
  strategy for evaluating location-specific SEO
  performance. This is particularly true of multi-
  location practices, who should measure and
  compare SEO performance between locations.
• To accurately evaluate the performance of
  multi-location practices, you need to understand
  key performance indicators (KPIs) at each
  specific location. Without this information, you
  wont know if you are maintaining performance
  across locations as you grow. He are three
  essential steps that will help you measure SEO
  performance across different regions.
• Step 1 Establish Consistent KPIs
• These can vary based on what is most important to
  your practice
• stakeholders. Consider your metrics and divide
  them into three main categories visibility,
  Search Engine Results Page (SERP) actions, and
  conversions.
• Common visibility metrics include
• Local keyword rankings for high-priority queries
• Google Business Profile views for each local
  listing
• Yext views for business listings outside of
  Google
• Google Search Console impressions for sitewide
  SERP
• SERP actions worth tracking include
• Customer actions on Google Business Profile
  (phone calls, direction requests, and website
  visits coming through Google local business
  listings)
• Referral traffic from off-site listings to ensure
  you track consistently within Google Analytics
• Google Search Console clicks for organic listings
• Conversion metrics include
• This is the most critical KPI for your SEO. In
  healthcare practices, the

most important conversion metric is booking an
online or phone
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appointment. When you track this and the other
actions above, youll gain a better sense of
which channels your patients are coming from and
where you should market more strategically to
create higher-quality conversions. Setting up
click-to-call conversion tracking is one of the
best methods of tracking the effectiveness of
your local SEO strategy. Its always good to see
an increased conversion rate when you roll out
local SEO optimizations. If your conversion rate
is up, youre reaching your target local
audiences. Finally, one more obvious KPI you
should track is your average Google review
rankings over time. This can make or break your
local presence, so staying on top of your reviews
is crucial. Step 2 Choose the Right Analytics
Tools With so many analytics tools available,
its much easier to focus on these four
essentials 1. Google Business Profile (formerly
Google My Business/GMB) Google generates more
than 89 billion searches per month. Thats why
its critical for you to be visible across the
entire SERPincluding within Googles Map
Pack/Local Pack and your Google business listing.
Healthcare practices should appear within
organic listings and local listings to maximize
exposure to prospective patients. Monitor any
increase in total actions on your GBP listings
including phone calls, direction requests, and
website visits. When you see an increase in
interactions, it means youre reaching people who
need your services.
Your interaction numbers will be closely
correlated with search impressions. When you see
an increase in non-brand impressions, it means
that your practice has been appearing on more
general, local searches without the user having
to look up your practice by name. 2. Google
Analytics This is most often the primary source
of factual website data, and it offers many
valuable tools meant for locally focused
healthcare practices. For these businesses,
Googles geographic reports
reveal where your traffic is coming from. For
example, if you service a
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certain area but youre seeing website traffic
from an area 40 miles away, you need to update
your local SEO strategy so it focuses more
specifically on the entire area you service.
The best local SEO services will add targeted
location language on your website and location
page. You can cross-reference this data with
impressions in Google Search Console or query
reports from your GBP. Identify which searches
are drawing people to your website. Ask yourself
what value you can provide to those users who are
located far away from your office.
Googles geo reports can reveal unexpected new
serviceable areas. If your geo report reveals
traffic from a serviceable area that youre not
currently targeting, you have a great opportunity
to take advantage of a new market. You can then
target that area in your web content and GBP
optimizations. 3. Local Falcon This is a
lesser-known analytics tool that helps you see
your average ranking within a set radius around
your practice location.
Like a Google Analytics geo report, this data can
help you determine
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• which of your local markets need a more strategic
  approach to generate greater demand.
• Your Local Falcon ranking results can be compared
  to competitors to identify where theyre
  outpacing your practice. Do they have more or
  better online reviews? Are they located closer to
  the search area? Do they use keywords in their
  Google local business listing that you can
  emulate? You can also generate trend reports over
  time to see how your listing improves in ranking
  as you make adjustments.
• SEMRush Local Falcon is good for competitive
  research, but
• SEMRush is essential for comprehensive rank
  tracking and keyword research. SEMRush keyword
  research tools can identify the most valuable
  keywords in your local markets, then add those to
  your location projects to track rankings in your
  specific locale.
• Step 3 Understand the Challenges of SEO for
  Multiple Locations
• There are three main challenges youll likely
  encounter as you grow and expand your practice
  into new locations
• Which locations should you prioritize? Consider
  that each location is unique and requires
  different tactics for driving organic traffic.
  Which markets are interested in which of your
  specific services? With Google Analytics and
  local search volume reports from SEMrush, you can
  see where traffic and conversions are coming from
  at local levels. By understanding where most
  users are coming from, you can focus on location-
  specific keywords, local business schema, and
  creating an optimized Google listing.
• How do target keywords differ between locations?
  For multi-location practices, search queries will
  vary from location to location. By identifying
  competitors in each of your target areas and
  understanding how SERPs change from location to
  location, you can then create location pages that
  rank well in your target areas.

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3. How do you track KPIs and implement keyword
optimizations? Tracking many keywords for many
locations quickly becomes complicated. So, the
first step is prioritizing markets according to
your KPIs. Start your optimization strategy with
up to ten markets and use them as testing
grounds. Analyze their performance for several
months before rolling out any additional location
pages or local listings. Then prioritize your
keywords and services. Choose a strategic
selection of keywords for tracking. Make sure
youre considering local and national search
volumes, as well as business value and
relevance. Use an Integrated SEO
Dashboard Integrated SEO dashboards let you see
all your data in one place. You can see all your
local markets at once or focus on a specific
location within the same dashboard. Google
Analytics Dashboards will dynamically update as
you make changes. Remember that multi-location
SEO is a continuous process that you can improve
and optimize as your practice continues expanding
to new locations. Your multi-location SEO
strategy is a living, breathing structure that
you can rely on to sustain practice growth. With
the right metrics, tools, and a better
understanding of the challenges you face in a
multi- location health practice, you can achieve
sustainable growth. To learn more about multiple
locations SEO and growing your practice with it,
connect with our SEO experts at Practice Builders
the best healthcare marketing agency.