Quick answer
Local SEO at HM is everything that determines whether a practice appears when someone within driving distance searches for care and is ready to book. Google Business Profile is the part of that work this page covers, and it sits in the Visibility pillar because it multiplies whatever it points at, which is why what it points at has to be built first.
Key takeaways
- Local SEO at HM is everything that determines whether a practice appears when someone within driving distance searches for care and is ready to book.
- Usually a single-location or two-to-three-location practice, and usually the administrator rather than the physician, because the administrator is the one fielding calls from patients who drove to the old address.
- “Why does the practice down the street outrank me?” Almost always three things: review velocity, category and service accuracy, and the fact that their site has a real page for the thing being searched while yours has a paragraph.
- Google Business Profile sits in the Visibility pillar, and it multiplies whatever it points at, which is why what it points at has to be built first.
- HM will not gate reviews, incentivize positive sentiment, write reviews on a client’s behalf, or suppress negative reviews.
01 — OverviewWhat Google Business Profile is, and what it is not
Local SEO at HM is everything that determines whether a practice appears when someone within driving distance searches for care and is ready to book. That means the Google Business Profile for every location and, where the practice supports it, every practitioner. It means citation consistency across the health directories that actually feed the ecosystem — Healthgrades, Vitals, Zocdoc, WebMD, Psychology Today for behavioral health, and the payer directories that patients treat as a source of truth. It means location pages with real content rather than a swapped city name. This pillar sits under our services index, which covers all twelve service lines.
Google Business Profile is part of Local SEO, one of the twelve service lines Healthcare Marketing runs, and it belongs to the Visibility pillar of the 4-Pillar Framework.
Who buys it, and what they already believe
Usually a single-location or two-to-three-location practice, and usually the administrator rather than the physician, because the administrator is the one fielding calls from patients who drove to the old address. What they’ve tried: a listings-management subscription that pushed data to directories nobody uses; a front-desk staffer who was told to “ask for reviews” and stopped after three weeks; a reputation tool bundled into their practice platform. Tebra’s BBB record includes verified “reputation management failures,” and practices that lived through one arrive skeptical of the whole category.
Explore the full guide
50 in-depth guidesThis page is the hub. The guides below apply Google Business Profile to a specific specialty or a specific practice situation, because the work is not the same for a solo psychiatrist and a six-location orthopaedic group.
Start here — cornerstone guides
By specialty and situation
Behavioural health
Primary care
Medical
Diagnostic and acute
The complete index — all 50 guides in this pillar
02 — SearchThe queries this hub is built on
These are the queries that decide the build. Read the right-hand column as the work order: each one names a page that has to exist before the query can be won.
6 priority queries for Google Business Profile. Keywords are intent-matched from the sitemap and are not volume-validated; confirm in a keyword tool before build.
Depth is a topical authority play that happens to produce volume
A twelve-page site can answer twelve questions, rank for twelve and be cited twelve times. A five-hundred-page site answers five hundred, and each new page strengthens the topical authority of every page already there. The entry tier is 500-plus pages, scaling to 10,000, and there is nothing below it. On top of the foundation, seven blogs a week produces more than 365 indexed pages a year.
WebFX analysed 130,070 healthcare queries in July 2025 and found that 51 percent trigger AI Overviews, roughly double the cross-industry rate, rising to 66.9 percent for informational queries. Google’s own documentation states that for topics affecting health, its systems give more weight to content aligned with strong E-E-A-T signals, and that of the four components, trust matters most.
03 — What owners care aboutThe questions this work has to answer
“Why does the practice down the street outrank me?” Almost always three things: review velocity, category and service accuracy, and the fact that their site has a real page for the thing being searched while yours has a paragraph. Proximity we can’t change. The other two we can, and that’s where the opening is. “Do reviews really matter that much?” They do, and the vendor-survey caveats matter too.
The problem
The truer picture: their profile is complete and inert. No posts, no photos in eighteen months, no Q&A, four reviews from 2022, and a primary category that describes the building rather than the specialty. Meanwhile the practice two miles away has 180 reviews from the last quarter.
The solution
BrightLocal’s Local Consumer Review Survey 2026 (n=1,002, February 2026) found 47% won’t use a business with fewer than 20 reviews and 74% want reviews from the last three months. Recency is the part practices underestimate. A 4.9 average built entirely in 2021 reads as a closed practice.
The resolution
Even confirming a treatment relationship is a disclosure of protected health information under the Privacy Rule’s general use-and-disclosure standard, 45 CFR 164.502(a), a disclosure question rather than a marketing-authorization one, and it’s where practices get themselves in trouble without an agency in the room.
Thirty minutes with Steven. A diagnosis of where Google Business Profile is costing you, not a pitch.
Schedule a Meeting04 — The delivery standardWhat actually gets done, and when
Define — week 1. Location inventory, provider inventory, service-area definition, and a decision on practitioner-level profiles. For multi-provider practices we decide early whether each clinician gets a profile, because reversing that later is expensive. Measure — weeks 1–2. Full citation audit across the health-specific directories and the general aggregators. Baseline: review count, average rating, review recency distribution, GBP insight metrics, and Map Pack visibility across a grid of points in the service area rather than a single centroid reading, which flatters everyone.
05 — The first 90 daysWhat the build sequence looks like
Marketing timelines in this category are usually vague because vagueness is safer. Here is the published sequence, and it is the same one every engagement runs.
Brand book, then a workable site
The Brand Intelligence Book and brand guide are delivered in week one, before anything is designed or written. A workable site goes live in weeks two to three. Content and Google Business Profile work start in week one in parallel.
Press and local targeting
The first press release goes out in week five. Local targeting begins in weeks five to six, at roughly 25 pages per city-and-service target for every $1,000 per month of spend.
Depth, and the first movement
Local SEO moves in 2 to 4 months and organic rankings in 3 to 4, so this is the window where the first measurable change usually appears. Inquiries follow at 6 to 12 months, and the strongest returns at 12 to 18.
06 — Hard stopsWhat we will not do here
Every recommendation has a cost, a timeline and a thing it makes harder. These are the limits on Google Business Profile, stated before the contract rather than after the first report.
The rules that bite in local seo. HM will not gate reviews, incentivize positive sentiment, write reviews on a client’s behalf, or suppress negative reviews. Each is a separate prohibition under the FTC Rule on Consumer Reviews and Testimonials, 16 CFR Part 465 — fake reviews at 465.2, sentiment-conditioned incentives at 465.4, undisclosed insider reviews at 465.5, and suppression by threat or intimidation at 465.7. The rule is binding and carries civil penalties. Worth knowing what it permits: 465.7 allows organizing reviews by rating and selectively featuring positive reviews in marketing.
07 — Where it sitsGoogle Business Profile in the 4-Pillar Framework
Google Business Profile is one of three services inside Local SEO, alongside multi-location seo and local citations. All three sit in the Visibility pillar, and it multiplies whatever it points at, which is why what it points at has to be built first.
That sequence is not a preference. A practice that buys only this service will move slowly, because the twelve services have a dependency order and the 4-Pillar Framework encodes it. Nothing in Visibility gets sold before Infrastructure is in place or in flight, Authority starts in week one because it has the longest lead time, and Growth is only worth what the Infrastructure can convert.
08 — PricingWhat this costs, and why there is no band
Engagements start at $2,000 per month. That floor is published. There is no band above it, and the honest reason is that a band would be a fiction.
What a practice pays is set by how contested its market is, how large it is, and how much has to be built before anything can be amplified. Google Business Profile is rarely bought alone, and where it is, we will say on the call whether it will do anything useful without the pillar beneath it. The number for a specific practice is given on that call rather than after three meetings.
No exclusivity, and the reason
We do not offer market exclusivity. An exclusivity promise is a promise to turn away a practice that needs the work. What we build instead is an asset a competitor cannot copy, because it is five hundred pages deep in the practice’s voice with its clinicians’ names on it.
The bottom line
Google Business Profile is the visibility work that makes the rest of the programme legible to a patient and to a search engine. It is bought as part of a sequence, not as a tactic. The next step is thirty minutes to find out whether it is the thing actually holding you back.
Frequently asked questions
How long before Google Business Profile produces new patients?
Rankings move in 3 to 4 months, inquiries grow in 6 to 12 months, and the strongest returns arrive in 12 to 18 months. Local search moves faster, typically in 2 to 4 months. Those are the timelines we publish and they do not improve when a prospect asks. Anything faster is either paid media, which has its own economics and stops when the spend stops, or a promise nobody can substantiate. The compounding is the point: page 300 makes page 12 rank better, which is why the curve is slow at first and then is not.
Can we buy Google Business Profile on its own?
Sometimes, and we will tell you on the call whether it will do anything useful by itself. Google Business Profile sits in the Visibility pillar, and it multiplies whatever it points at, which is why what it points at has to be built first. The most common way marketing money is wasted in healthcare is buying an amplification service before the thing being amplified is worth pointing at. If that is your situation we will say so before the contract rather than after the first report, which costs us a sale and saves you a quarter.
What will you not do in Google Business Profile?
HM will not gate reviews, incentivize positive sentiment, write reviews on a client’s behalf, or suppress negative reviews. Each is a separate prohibition under the FTC Rule on Consumer Reviews and Testimonials, 16 CFR Part 465 — fake reviews at 465.2, sentiment-conditioned incentives at 465.4, undisclosed insider reviews at 465.5, and suppression by threat or intimidation at 465.7. The rule is binding and carries civil penalties. Worth knowing what it permits: 465.7 allows organizing reviews by rating and selectively featuring positive reviews in marketing.
What does it cost?
Engagements start at $2,000 per month and we publish that floor. There is no band above it because a band would be misleading. Cost is driven by how contested the market is, how large the practice is, and how much has to be built before anything can be amplified. Local page production runs at roughly 25 pages per city-and-service target for every $1,000 per month of spend, which gives a concrete way to reason about what a given budget buys. The specific number comes on the first call, not after three meetings.
Who actually does the work?
Steven Lockhart is on strategy for every engagement and is the named principal you will reach. The firm is deliberately small and grows only at the rate that lets it hold the standards it publishes. Healthcare Marketing is healthcare-exclusive across thirty-two specialties, and the specialty register behind this work is researched per specialty rather than adapted from a general template.
What happens to the work if we leave?
It stays with the practice. The site, the content, the profiles, the analytics and the data. The site is the only asset in a marketing programme that the practice owns outright, that appreciates, and that cannot be removed by an algorithm change, a platform policy or a lapsed subscription. It is worth asking any agency this question directly and listening for whether the answer involves a proprietary platform, a template licence, or content that lives on infrastructure you do not control.
How we reviewed this page
Every statistic on this page carries its source at the point of use, and each source is listed below. Regulatory statements are cited to the Federal Trade Commission, the Department of Health and Human Services, and Google’s own published policy rather than to secondary summaries. The delivery standard and the hard stops are drawn from Healthcare Marketing’s own service register for Local SEO, which is revised on the same cadence as this page.
Written and reviewed by Steven Lockhart, founder of Healthcare Marketing, who brings 25-plus years of marketing experience, 15-plus of it healthcare-exclusive. Healthcare Marketing is a marketing agency and does not employ clinicians, so nothing on this page is presented as clinical review. It is reviewed quarterly, and within 14 days of any Google core update or advertising-platform policy change that contradicts it.
What’s new: September 2026 — first publication.
References
- census.gov — https://www.census.gov/programs-surveys/sahie/about.html
- ftc.gov — https://www.ftc.gov/business-guidance/resources/consumer-reviews-testimonials-rule-quest
- hhs.gov — https://www.hhs.gov/hipaa/for-professionals/faq/246/do-business-associates-have-obligati
- Federal Trade Commission. Advertising and marketing business guidance. consumer.ftc.gov
- U.S. Department of Health and Human Services. HIPAA for professionals: privacy. hhs.gov