Local search during the pandemic (guide for hearing clinics)
When it comes to trends in digital marketing, the first place to look is Google Trends. By displaying the relative volume of searches over the past year, Google Trends provides valuable insights for all types of business, including hearing clinics.
Most notably – are people still searching for hearing clinics during the COVID-19 outbreak?
There have been variations over the months, but the general trends from the past year (including the past month is): searches for hearing care are consistent.
People are still on their phones and computers searching for the products and services they need, but the COVID-19 outbreak has shifted the specific queries that people are searching for.
Here’s how local search has changed during the coronavirus pandemic – and what hearing clinics can learn from this information.
What is local search?
The language of digital marketing is our everyday vocabulary, but we understand that the lingo is not familiar to everyone.
Local search marketing refers to promoting local businesses (often physical) through digital platforms.
To put it simply, the essence of local search are people searching for: “something near me.” That something can be a product or service, such as “hearing aids near me” or “hearing clinics near me.”
Local search depends on the ability of search engines to match local services with local searches, but businesses have some tools that can improve their visibility to search engines.
The most popular tool is Google My Business, which lets business owners edit the details of their business (location, hours, contact info and more) so it will show up within search results and on maps.
Changes to search habits
Everyone’s daily routines have changed over the past few months. That also includes their searching habits.
Some of the iconic examples of search habits during the coronavirus pandemic have been for everyday staples: food and toilet paper. Searches for restaurant reservations have dropped (from their notable peak during Valentine’s Day) while searches for take-out food experienced a large bump.
This makes sense based on what we expect from daily routines during social isolation. The specific searches have shifted, but the challenges or needs that people are trying to find solutions for are still the same.
When it comes to food, people still need to eat. They are now searching more for convenient at-home options compared to dine-in options.
It’s important to note that while search trends have changed, there hasn’t been a notable difference in volume. People still have to eat, but they are finding their meals from different sources.
Reduced demand for map directions
An interesting trend to note is that there are fewer requests overall for directions. Since there are fewer people leaving their home (and so fewer people driving, walking, transiting or cycling), there is a deceased demand in map searches.
This is not surprising – fewer people are leaving their homes.
According to search volume, there is sustained demand for products and services. But according to map volume, there is reduced demand for directions. People still need the products and services they depend on, but they are choosing alternative means to acquire them.
One major exception over the past few months has been health and medical searches. There has been a significant spike in requests for directions on health and medical topics.
Calls have remained steady
We monitor the calls for our hearing clinics and have not seen a significant reduction in volume of calls. The topics of the calls has shifted (more to sourcing batteries and supplies) but the volume has remained steady.
In markets beyond hearing care, this trend has been very noticeable. The number of searches for directions to services has plummeted, but the number of calls has remained steady – or even jumped.
What hearing clinics can do
In the best of times, local search can be difficult to keep up with. The best practices, tools and search engines are always changing, so local businesses can only keep up by being agile and adaptive.
The speculation and uncertainty of the COVID-19 outbreak contributes to the challenge.
Here’s our suggestions for hearing clinics – during and beyond the coronavirus pandemic.
Don’t ignore your online platforms
If you’re investing money into your digital marketing or waiting until business returns closer to normal, don’t ignore your digital communications. People are still relying on their smartphones and computers to connect them to help for their challenges, and hearing care is no exception.
Keep your website, social profiles and local search directories (most notably Google My Business) updated with the latest details about your clinic.
Answer your phone
While requests for map directions has sharply declined, the dip has been made up for by call volume. People are still seeking hearing products and services, and they are making calls to find a clinic that can provide the care they need.
Be sure the phone number for your clinic is available and clear. And when the phone rings, answer it.
Offer alternatives
Even when most people are staying at home, they are finding creative ways to purchase the products and services that they need.
Consider the sharp rise in grocery deliveries – it is not surprising that grocery store revenue has remained consistent (or even rose) even though fewer people are going to the store. Delivery is a compelling alternative for many people.
Hearing clinics can provide e-commerce stores, digital appointments and other convenient services when in-person appointments are not ideal.
When looking for information on local businesses, 4 out of 5 people rely on search engines. And these types of searches are on the rise – searches for businesses “near me” or “close by” increased over 900% in two years. This type of search is called “local search.” It is similar to normal search, but the results are focused on a specific location. Local search is powerful for consumers, as it helps us find products and services in our community. And it is powerful for businesses. Local search makes it possible for your hearing clinic to show up when someone searches for “hearing clinic close by” – and you don’t need to compete against every hearing clinic around the world for a top spot. You just need to be better than the hearing clinics in your region. Here is what hearing clinic owners and marketing teams can do to help their clinic show up in local search results. What is local search Local search is just like normal search, but the results are filtered according to a location. When someone wants to learn more information about how ears work, the geographic location of the information isn’t too important. But when searching for a local business, the desired location is essential for accurate results. Two types of local searches Let’s say someone is looking for a nearby hearing clinic. They will likely search one of two types of phrases: “hearing clinic” + Location “hearing clinic near me” or even just “hearing clinic” Even when the location isn’t specified within the query, search engines will assume you’re looking for a local hearing clinic. People tend to add a specific location when they are searching for something in a place where they are not currently at. And people assume that just “hearing clinics” will bring up results for locations around them. What local search looks like You’ve seen local search results when looking up the nearest gas station on your phone or searching for your next meal. Google shows local search results in Google Maps or in integrated boxes within normal search results.
The COVID-19 outbreak is creating a new normal. Social distancing measures, travel restrictions and concern for the health of our family and friends has transformed daily routines. For hearing clinics, this new normal means that in-person appointments, tests and care are not as preferable for many of their patients (if not restricted). Here are four suggestions for hearing clinics to continue providing hearing care during the pandemic – when social distancing and working from home are the new normal. Use this guide to take meaningful action today that will help your business – during and after the pandemic.
The COVID-19 pandemic is full of uncertainty. When one question is answered, there is a series of new questions that follows. As we approach or go beyond the peak, the main question on everyone’s mind is: when will we go back to normal? That question will have a different response for every region, and many questions arise even if there is a set date. Consider the questions that people have about your clinic: - Is your clinic open? - Are you scheduling appointments? - Do you have the supplies or batteries that I need in stock? - Should I wear a mask during my appointment? Where do people go to answer these questions? There’s a good chance they will do a simple Google search to find the answers. As your community prepares to resume to normal (or if it’s already on its way), here’s some suggestions to help people find the answers they are looking for. If you can provide some answers amidst all the uncertainty, you will be able to better connect with your community.
