How to Optimize Your Hospital’s Google My Business (GMB) Listing

Introduction

Google My Business (GMB), now known as Google Business Profile (GBP), is one of the most powerful tools for hospitals to attract more patients. An optimized GMB listing increases your hospital’s visibility in local searches and Google Maps, improves patient engagement, and helps in generating more appointments.

In this guide, we will cover step-by-step strategies to optimize your hospital’s GMB profile and rank higher in local search results.

1. Claim and Verify Your Hospital’s GMB Profile

The first step is to claim and verify your hospital’s Google Business Profile if you haven’t done it yet.

Steps to Claim & Verify GMB

1. Go to Google Business Profile.

2. Search for Your Hospital – If your hospital is already listed, claim ownership.

3. If Not Listed, Click "Add Your Business" – Enter your hospital’s name and details.

4. Choose Verification Method – You can verify via:
   ✔ Postcard (sent to your hospital’s address).
   ✔ Phone or Email (if available).
   ✔ Instant Verification (for hospitals already verified in Google Search Console).

5. Complete Verification – Once received, enter the verification code to activate your profile.

Example: A hospital in New York verified its GMB listing and saw a 50% increase in Google Maps searches within 3 months.

2. Optimize Hospital Name, Address & Phone (NAP) Details

Google ranks businesses higher when their Name, Address, and Phone Number (NAP) are accurate and consistent across all platforms.

Best Practices for NAP Optimization

✔ Use Official Hospital Name – Avoid adding extra keywords like "Best Hospital in [City]".
✔ Ensure Consistency – Your hospital’s name, address, and phone number should match exactly across:

• Website

• Directories (Justdial, Practo, Sulekha, etc.)

• Social Media Pages
  ✔ Add Multiple Branches Separately – If your hospital has multiple locations, create separate GMB listings for each.
  ✔ Use a Local Phone Number – Preferably a landline instead of a toll-free number.

Example: A hospital updated its NAP details on GMB and directories, leading to a 30% increase in call inquiries.

3. Add High-Quality Images & Videos

Hospitals with engaging visuals rank higher and attract more patient inquiries.

Best Images to Upload

✔ Exterior Photos – Help patients locate your hospital.
✔ Interior Photos – Show waiting areas, patient rooms, and labs.
✔ Doctors & Staff Photos – Build trust with friendly staff images.
✔ Service-Specific Photos – Highlight facilities like ICU, Maternity Ward, OPD, Emergency Rooms, etc.
✔ Video Tour – A short hospital walkthrough video boosts engagement.

Example: A hospital uploaded 15+ high-quality images and saw a 45% increase in profile views.

4. Write a Detailed Hospital Description

A well-written GMB description helps Google understand your hospital’s services and specialties.

Best Practices for GMB Description

✔ Use Primary Keywords – Example: “[Hospital Name] is the best multi-specialty hospital in [City], offering advanced treatments in cardiology, orthopedics, and maternity care.”
✔ Keep It Concise (750 characters max) – Use clear and engaging language.
✔ Highlight Unique Services – Mention 24/7 emergency care, advanced surgeries, experienced doctors, etc.
✔ Include Location-Based Keywords – Example: “Serving patients in [City], [Nearby Areas].”

Example: A hospital updated its GMB description with SEO-friendly keywords and ranked higher for local searches.

5. Select the Right Categories & Services

Google ranks hospitals based on business categories and listed services.

Best Category Selection for Hospitals

✔ Primary Category: Choose “Hospital” or “Multi-Specialty Hospital” (if applicable).
✔ Additional Categories:

• Children’s Hospital

• Orthopedic Clinic

• Maternity Hospital

• Cardiology Center

• Emergency Room

Add Your Services

✔ List specific services like General Medicine, Pediatrics, Surgery, Dialysis, IVF Treatment, etc.
✔ Include short descriptions for each service.

Example: A hospital updated its service list on GMB and saw a 40% increase in discovery searches.

6. Enable Google Booking for Appointments

Google allows hospitals to add direct appointment booking links.

How to Enable Online Booking

1. Go to GMB Dashboard → Booking

2. Connect with a Scheduling Provider like Practo, Zocdoc, or Doctolib.

3. Add Your Booking URL on GMB.

Example: A hospital enabled Google Booking and received 100+ new patient appointments in a month.

7. Get More Google Reviews & Respond to Them

Reviews increase trust and help hospitals rank higher in search results.

How to Get More Reviews

✔ Ask Happy Patients – Request reviews after a positive experience.
✔ Send SMS/Email Follow-Ups – Share a direct Google review link.
✔ Display QR Codes – Place QR codes at reception for easy reviews.
✔ Incentivize Reviews – Offer small rewards (e.g., free consultation vouchers).

How to Respond to Reviews

✔ Thank Positive Reviews – Example: “Thank you, [Name]! We’re glad you had a great experience with us.”
✔ Address Negative Reviews – Politely resolve issues to maintain hospital reputation.

Example: A hospital with 500+ positive reviews ranked #1 for “best hospital in [City]”.

8. Post Regular Updates & Offers

Google My Business allows hospitals to post updates like:
✔ Health tips & awareness posts (e.g., “How to Prevent Seasonal Flu”)
✔ New doctor announcements
✔ Special discounts (e.g., “50% off Health Checkups”)
✔ Event promotions (e.g., “Free Medical Camp”)

Example: A hospital posted weekly updates and received a 20% increase in patient inquiries.

9. Track & Improve Performance with Google Insights

Google Insights helps analyze profile performance:
✔ Views & Searches – How many people found your hospital?
✔ Calls & Directions – Number of calls and requests for directions.
✔ Website Clicks – How many people visited your website from GMB?

Example: A hospital used Google Insights to identify high-performing keywords and optimized its content accordingly, leading to more patient appointments.

Conclusion

A well-optimized Google My Business listing helps hospitals rank higher, attract more patients, and build trust. By following these strategies—claiming your profile, updating information, adding images, getting reviews, posting updates, and tracking performance—your hospital can maximize its online presence and generate more patient inquiries & appointments.

Start optimizing your hospital’s GMB today and stay ahead of the competition!