Bricks-and-mortar businesses live and die by local searches. A staggering 97% of people search online to find a local business, and an estimated 72% of them end up visiting stores within five miles. But too many marketers assume that the term stores exclusively refers to retail, which couldn't be further from the truth.
Discoverability in local search matters immensely across verticals — particularly in healthcare. People looking for hospitals, doctors or in-home healthcare need relevant answers and easy access to these critical services. After all, it's not likely that people are looking for a healthcare provider based 200 miles away from them. And, in the case of home health care, families and loved ones are looking for convenience. So how can healthcare organisations drive meaningful outcomes by meeting local customers during moments of high intent across the maps, apps, and AI-powered search engines they use to find information?
Properly marked up, AI-ready local landing pages are key. While an overarching brand website can provide potential customers with general information, those home healthcare customers need relevant local information (and often, immediate care) to meet their loved ones' needs.
"People are looking for information on your brand online. Period. And especially in healthcare, when they go to your website, they want and need local targeted information — not just general brand information," explains Richard Ortiz, Manager, Marketing Optimisation and Analytics at Bayada Home Health Care. "They want to know what specific type of healthcare professionals you're hiring in, say, New Jersey — or they want to know about the culture in your Denver location. A lot of healthcare companies operate nationwide, but those key services are being delivered on the local level."
Linking Healthcare Pages and ROI
Before launching with Yext, Bayada faced a problem common to the healthcare industry. Their central website contained a simple "find an office" search page for local home healthcare providers, but that search functionality wasn't crawlable — meaning Bayada's local pages didn't show up when customers searched directly via major search engines like Google.
"That meant Google didn't recognise that we had an office in Cherry Hill, New Jersey, for example," Ortiz said. This meant that if Google couldn't identify a location in Cherry Hill, a Bayada competitor could have easily shown in the search results instead. And Bayada may have lost the customer.
Bayada realised that creating indexable local pages would be key to discoverability — for both customers searching for home healthcare andfor nurses who provide in-home healthcare services and may be seeking employment, as Bayada is also a recruiting brand.
Bayada opted to launch local pages with Yext in 2017. And the link between local pages and meaningful ROI on spend was quickly apparent for the company. In just one year, sessions across pages powered by Yext grew 82%. Increased traffic back to Bayada pages increase the chance that a customer could hire a home health aide or a potential nurse aide could learn more about seeking employment. It's a win-win for Bayada.
"This is a massive jump that didn't happen by chance," Ortiz said. "In fact, page views kept increasing week over week." Ortiz also shared that these local landing pages contribute to 25% of leads on Bayada's main website.
Additionally, prioritising local pages has generated strong ROI on spend for Bayada, significantly outperforming social media spend, Ortiz explained. As customers increasingly seek relevant answers about local healthcare providers via AI-powered search engines, local pages are of substantial importance to brands all across this vertical.
"Local pages are absolutely critical to our business and to contributing leads on Bayada.com," said Ortiz. "They are also our highest-generating recruiting channel, so it's truly a win-win."
For more tips on how your health system can best provide patients with information, check out our whitepaper The Evolving Patient Experience.