Did you know that 74,000 people search for ‘vets near me’ every month?
Pet owners are increasingly turning to online searches to find the best veterinary care in their area. If your clinic isn’t appearing in local search results, you could be missing out on valuable new clients.
That’s where local SEO comes in, helping you strengthen your online presence and attract more pet owners to your practice.
But, how does local SEO work?
Local SEO relies on a unique set of ranking factors to determine your position in search results.
Google’s local search algorithm focuses on three main elements:
- Relevance – how well your business matches a search query
- Prominence – your online reputation compared to competitors
- Distance – practices closest to the searcher, particularly in mobile searches.
Keyword research is also crucial, as Google displays local results when it detects local search intent – even if the keyword itself isn’t location-specific.
For example, searching for “vets” will still show local businesses in the area.
Improving your local SEO
Now, let’s dive into actionable steps to improve your local SEO, boost your online visibility, and bring more pet owners through your doors.
We’ll cover:
- Optimising your Google Business Profile
- Including location-specific keywords
- Building local citations
- Generating reviews and managing your reputation
- Leveraging social media for local engagement
- Building local backlinks
- Tracking and adjusting your approach
If you’d like anymore information on SEO tactics, check out our SEO service page and find out how we can help support your business.
1. Optimise your Google Business Profile
Your Google My Business (GMB) profile is a free listing that appears in Google Search and Google Maps and it provides essential information about your business.
This includes:
- Name
- Address
- Phone number
- Website
- Hours of operation
- Reviews
- Photos
Its purpose is to help customers find and contact your business more easily while also allowing you to manage your online presence on Google.
Claiming your Google Business Profile
You’ll need to claim and verify your Google Business Profile for it to appear in local search results and Google Maps.
To do this visit the Google Business website, search for your business, select “Claim this business,” follow the prompts, and complete verification via postcard, phone, email, or instant verification if eligible.
Keeping your profile up-to-date
Regularly updating your Google My Business profile is crucial for local SEO as it keeps your business information accurate, improves search visibility, and engages potential customers with fresh content.
It also enhances credibility through updated reviews and photos while increasing the chances of appearing in local search results and Google Maps.
Add high-quality images of your clinic, staff, and services. List your services to help clients find you easily and update with posts about promotions, events, or pet care tips.
Encourage happy clients to leave Google reviews, as they boost credibility and rankings.
2. Use location-specific keywords
Optimise your website with local keywords like “best vet in London” and consider local keywords on your service pages such as “dog neutering London’.
Include your location and neighbourhood names on your homepage, service pages, and blog content.
Create location-based landing pages if you serve multiple areas and add links to these in the footer of your website – the section at the bottom of every page, typically containing important information like contact details and links to other pages.
Optimise your title tags, meta descriptions and headers
Ensure your title tags, meta descriptions, and headers include relevant local keywords.
Title Tags
A title tag is the name or title of your webpage that shows up in Google search results and at the top of a browser tab.
Make your title clear, concise, and include important keywords (like your business name, what you offer, and your location). Keep it under 60 characters so it doesn’t get cut off in search results.
Meta Descriptions
A meta description is a short paragraph (around 155 characters) that appears below the title tag in Google search results.
It gives a little more detail about what’s on the page and encourages people to click. Make it clear, concise, and write it like a mini advertisement. Use action words like “book,” “learn,” or “discover” to prompt clicks.
Headers
Headers are like the chapter titles or section labels on your page. They organise your content into easy-to-read sections.
H1 is the most important heading, usually used for the main title of a page. H2 is for subheadings (sections under the main topic). H3 is for smaller sections under H2, and so on.
Use only one H1 per page (the main topic). Use H2 and H3 for other sections. This helps both your customers and Google follow your page’s content in a logical way.
Write blog content that’s relevant to your location
Write informative blog posts about pet care tips, common pet illnesses, and seasonal pet safety. Tailor the content to your local area by addressing specific concerns that may affect pets in your region.
For example, in a place like London, you could include information on how dogs in areas like Richmond Park are at higher risk of getting ticks, and offer advice on prevention and treatment. By including local references, you make your content more relevant and helpful to your audience, increasing its value and engagement.
Adding internal links to your blog content helps Google understand your site’s structure and can improve your SEO rankings. It also keeps visitors on your site longer by guiding them to more relevant content, enhancing both user experience and engagement.
Structured data
Add structured data (schema markup) to help search engines understand your services.
This is a type of code that follows a standardised format (Schema.org) that allows search engines like Google to extract key information and display it in rich results (also called rich snippets).
You’d need to paste the JSON-LD script inside the <head> section of your homepage.
Key elements include:
- @context & @type: Defines the type of entity (LocalBusiness).
- name, url, telephone: Basic business details.
- address & geo: Essential for local SEO.
- openingHoursSpecification: Defines business hours.
- sameAs: Links to social media accounts for credibility.
- priceRange: Helps users understand pricing.
- hasMap: Google Maps link for location reference.
Make sure every page looks good for mobile users
Veterinary clinics are progressively embracing mobile technology, such as appointment scheduling apps and client communication tools, to boost customer engagement and simplify their processes.
Make sure your website is mobile-friendly, as most local searches come from mobile devices. Check on your own phone, Does it look good? Is it easy to click around? If something seems too small or hard to use, it might need adjusting.
If you’re unsure, ask a friend or a customer to give it a try and give their feedback. Google has a free tool called the Mobile-Friendly Test.
Just put your website’s link in it, and it will tell you if your site works well on mobile. If it finds problems, it will give you suggestions for fixes.
3. Build local citations
Strong local citations play a key role in boosting your local search rankings.
A local citation is an online mention of your business’s name, address, and phone number (NAP), typically found on local directories or websites, helping improve your visibility in local search results.
While most people search for local businesses on Google, many also turn to local business directories.
Listing your business in these directories enhances your online presence by providing essential details such as your name, address, and phone number. It offers the opportunity to gain valuable backlinks to your website, which can also drive relevant traffic.
Check your existing directory listings
Search for your veterinary practice on major directories like Google Business, Yelp, Yell, and industry-specific sites.
Ensure all details are accurate and consistent across platforms (business name, address, phone number, website). Make sure to update any outdated or incorrect information.
Claim and verify new listings
If your business is listed but not claimed, follow the verification process, which may include phone, email, or postcard verification.
For new listings, sign up and provide accurate business details, ensuring they match your Google My Business profile.
Add your practice to general directories such as:
- Yell
- Hotfrog
- Yelp
- My Local Services
- Cylex
- FreeIndex
Fill in comprehensive details, including business description, services offered, operating hours, and contact information. Upload high-quality images and encourage satisfied clients to leave reviews to strengthen your profile and increase your credibility.
You can also register on dedicated veterinary directories where pet owners search for vets:
- Find a Vet
- My Family Vets
- Vet Help Direct
- Any UK Vet
- British Kennels
Maintain and monitor your listings
Regularly check directories to ensure information remains accurate and up-to-date. Respond to reviews, both positive and negative, to engage with potential clients.
Make sure to update listings when you introduce new services or change contact details.
4. Generate reviews and manage your online reputation
Customer reviews act like magnets, attracting potential customers to your business.
Gathering reviews on customer review platforms helps build trust and boost conversions.
What are the best customer review sites?
- Google Business Profile
- Yelp
- Trustpilot
How to ask your customers to leave a review?
Encouraging veterinary clients to leave feedback can be as simple as asking them directly after their visit. You can send follow-up emails or text messages with a polite request and a direct link to your review page.
Displaying signs in your clinic, adding review links to your website and social media, or offering incentives like discounts on future visits can also motivate clients to share their experiences.
Providing excellent service and expressing genuine appreciation for their feedback will further encourage positive reviews.
Increasing visibility of your reviews
It’s important to display reviews on your website to help build trust.
You can do this in a number of ways such as:
- Embed on your homepage as a carousel
- Highlight service specific reviews on your service pages
- Create a testimonials page
- Add to your about us page
You should also consider showcasing testimonial snippets on your social channels.
Responding to reviews
Respond to all reviews (both positive and negative) professionally and promptly. Thank them for their time, personalise your response to make them feel valued, stay humble and invite them back so that they can interact with your practice again.
With negative reviews, it’s important to acknowledge the problem. Stay calm and professional so you don’t sound like you’re on the attack. Offer to resolve the issue and consider whether there are areas in your practice that could be improved.
5. Leverage social media for local engagement
Go to your business pages on platforms like Facebook, Instagram, Twitter (X), LinkedIn, and any other relevant sites. Look at the “About” or “Contact” sections to ensure your business name, address, and phone number are listed correctly.
Your NAP details should match exactly across all platforms, including punctuation, abbreviations, and formatting (e.g., “Street” vs. “St.”).
If you find any discrepancies, edit your profile settings to correct them. Make sure your website link is up to date and directs users to the correct page.
We recommend periodically reviewing your social media listings to ensure information remains accurate, especially after any business changes.
Incorporate location-based keywords (e.g., “veterinary clinic in London” ) in your bio, about section, and posts to improve discoverability.
Fill out all relevant business details, including:
- Website link
- Business category
- Services offered
- Operating hours
- High-quality profile and cover images
Post updates about local events, community involvement, and location-specific promotions. Tagging your location in posts and using geo-based hashtags (e.g., #LondonVets) can also boost visibility.
Regularly post content linking back to your website, such as blog articles, service pages, or appointment booking links. This helps drive local traffic and improves domain authority.
Link your social media accounts to your Google Business Profile and share Google posts on your other platforms for increased local reach.
Engage with local pet owners in community groups and forums. You can also partner with local pet stores, groomers, or shelters for cross-promotions.
6. Build local backlinks
Collaborate with local pet influencers, bloggers, and businesses to gain valuable backlinks.
Approach each opportunity with a tailored pitch by highlighting something newsworthy about your veterinary practice, such as hosting an open day or providing free check-ups for rescue animals.
Share compelling human interest stories, like a team member who rescued a dog after a traumatic accident.
Supporting local charities, participating in community events, or making donations can also help boost your visibility.
Focus on what makes your practice unique and create engaging stories that could be featured in local news articles or press releases.
7. Track and adjust your approach
Regularly monitoring your performance is essential for improving your local SEO strategy.
Use tools like Google Analytics and Google Search Console to track website traffic, user behaviour, and search performance. Analyse which pages are attracting visitors and identify areas where improvements can be made.
Check your local search rankings to see how well your business appears for relevant keywords.
If your rankings fluctuate or drop, adjust your SEO strategy by optimising content, improving backlinks, and ensuring your business information is accurate across all platforms.
Monitor your Google Business Profile (GBP) insights to understand how potential clients are finding and interacting with your listing. Track key metrics such as search queries, customer actions (calls, website visits, direction requests), and engagement with posts or reviews.
By consistently reviewing these insights, you can refine your approach, make data-driven decisions, and optimise your veterinary practice’s online presence for better local visibility.
Need help optimising your veterinary clinic’s local SEO?
By implementing these local SEO tactics, veterinary practices can improve their online visibility, attract more pet owners, and increase appointments.