How to optimize local practices in a hospital group

[SecondSEOMOZAcct]

We are redoing a hospital site, and one of the goals is to increase traffic for the various practices associated with the hospital. Which brings up an interesting dilemma -- how to optimize these practices with respect to local SEO. Currently, the sites are listed as in a directory, one after the other, with multiple addresses. Would it be best to create individual pages to each one? Should these then link to the practice's website, if applicable? Any other insights would be appreciated.

[David-Mihm]

That's correct.  Every unique clinic that can be reached at a direct-dial phone number should have its own page (or silo) on your website.  If they all have their own websites, the intermediate page is not necessary, assuming that you've thought about the SEO implications of splitting your link equity over multiple sites, rather than one singular, authoritative domain (which would be my recommendation).

[Andy.Drinkwater]

Hi Robert,

Just to add to David's answer, to really help with local SEO, here are a few pointers which I always have great success with. And yes, keep everything on one site rather than splitting it up.

• Create your pages
• On each page ensure the NAP (Name, address, phone) follow the same format
• Add local information such as "how to get here via bus" - "How to get here via car", etc
• Add a local landmark for those travelling on foot or car to look out for
• Add a local map
• Will people need to use a taxi to get to you? Add a link to a local company

These will all help with local results and the more informative the page the better. Remember that each local site can have its own Google Local listing. Here is the information specific to that.

• Make sure that your page is created at your actual, real-world location.

  • Use the precise address for the business rather than broad city names or cross-streets. P.O. Boxes are not considered accurate physical locations.
  • If you need to specify a mailbox or suite number within your physical location, please list your physical address in Address Line 1, and put your mailbox or suite number in Address Line 2.
  • If your business rents a temporary, "virtual" office at a different address from your primary business, do not create a page for that location unless it is staffed during your normal business hours.

• Do not include information in address lines that does not pertain to your business’s physical location (e.g. URLs or keywords).

• Do not create more than one page for each location of your business, either in a single account or multiple accounts.

• Individual practitioners and departments within businesses, universities, hospitals, and government buildings may have separate pages. See specific guidelines about individual practitioners and departments for more information.

I hope this helps.

-Andy