When patients look for healthcare services, they don’t just ask friends anymore—they go straight to Google. In fact, for many UK clinics, dentists, and private GPs, a well-optimised Google Business Profile (GBP) is the single most powerful tool to attract new patients.
This guide breaks down how healthcare providers in the UK can use GBP to strengthen local SEO, boost online visibility, and ultimately get more patients through the door.
Why Google Business Profile Matters for Healthcare
Google Business Profile (formerly Google My Business) is the box that appears in Google Search and Maps when someone searches for services like “dentist near me” or “private GP London.”
For healthcare, GBP is especially important because:
- Patients act fast – Healthcare searches are often urgent (“walk-in clinic open now”). Appearing in Google’s Local Pack can mean the difference between winning or losing a booking.
- Local intent dominates – Nearly 50% of Google searches have local intent.
- Trust factor – Verified profiles, with reviews and accurate details, build credibility instantly. Patients are more likely to choose a clinic with a strong online presence.
Step 1: Claim and Verify Your Google Business Profile
If your clinic isn’t already listed, the first step is to claim your Google Business Profile.
- Head to Google Business Profile Manager.
- Search for your clinic name—sometimes Google already auto-creates listings.
- Claim ownership and verify via postcard, phone, or email.
Tip: Use the exact business name patients know you by. Avoid keyword stuffing (e.g., “Best Dentist London Affordable GP Clinic”). It can lead to suspension.
Step 2: Choose the Right Categories
Categories tell Google (and patients) what your clinic does.
- Primary category should be your main service (e.g., Dentist, General Practitioner, Physiotherapist).
- Secondary categories can highlight specialties (e.g., Cosmetic Dentist, Occupational Health Service, Paediatric Clinic).
Choosing the right categories improves your chances of ranking for relevant searches.
Step 3: Complete Every Detail
A half-empty profile signals neglect. Fill in everything:
- Address & phone number (must match your website & directories exactly – NAP consistency).
- Website URL – ideally link to a service or booking page.
- Opening hours (keep updated for holidays).
- Services list – add treatments like “Dental Check-up,” “Private GP Consultation,” or “Physiotherapy Session.”
- Attributes – such as Wheelchair Accessible, Accepting New Patients, Online Appointments Available.
According to BrightLocal, profiles with complete information are 2.7x more likely to be considered trustworthy.
Step 4: Upload High-Quality Photos & Videos
Patients want to see who and what they’re dealing with.
- Exterior photos – Help patients recognise your clinic from the street.
- Interior photos – Waiting room, consultation rooms, accessibility features.
- Team photos – Build human trust.
- Videos – Short clips explaining services or showcasing facilities.
GBP listings with photos get 42% more requests for directions and 35% more click-throughs to websites (Google).
Step 5: Leverage Reviews & Ratings
In healthcare, reviews are the new word-of-mouth.
- Ask happy patients to leave feedback. This can be done via SMS, email, or even a QR code at reception.
- Respond to all reviews—positive or negative. Professional responses show transparency.
- Highlight patient stories (with consent) on your website and social media.
According to BrightLocal’s 2024 Local Consumer Review Survey, 87% of consumers read online reviews for local businesses, and healthcare is one of the most reviewed sectors.
Step 6: Use Posts to Stay Active
GBP allows you to share updates, events, or offers directly in your profile.
For clinics, this is gold. You can:
- Post about seasonal campaigns (e.g., “Free Flu Shots Available This Month”).
- Share educational content (“5 Signs Your Child May Need a Hearing Test”).
- Promote new services (e.g., “Now Offering Private MRI Scans”).
Fresh posts show Google that your clinic is active and relevant.
Step 7: Answer Patient Questions
The Q&A feature in GBP is often overlooked but powerful.
- Monitor questions and answer promptly.
- Add FAQs proactively (e.g., “Do you accept NHS patients?” “Do you offer evening appointments?”).
- Use patient-friendly language.
Unanswered questions can hurt trust. Worse, other users can answer for you—sometimes incorrectly.
Step 8: Track Insights
GBP offers analytics showing:
- How patients find you (search terms).
- Where they come from (Search vs. Maps).
- What actions they take (calls, website visits, bookings).
Use this data to refine your strategy. For example, if “private GP Manchester” is a frequent query, create a dedicated service page optimised for that term.
Step 9: Avoid Common Mistakes
UK healthcare providers often fall into these traps:
- Inconsistent NAP – If your website says “St. Mary’s Clinic” but your GBP says “Saint Mary’s,” Google sees a mismatch.
- Ignoring reviews – Not responding reduces credibility.
- Keyword stuffing – Adding “Best GP London Cheap Clinic” in your name risks suspension.
- Set and forget – Not updating hours, photos, or services makes profiles look abandoned.
Step 10: Tie Google Business Profile Into Wider Healthcare SEO
GBP isn’t a standalone trick—it works best as part of a wider local SEO strategy:
- On-page SEO: Optimise service pages with location-based keywords.
- Citations: Ensure consistent listings on Doctify, TopDoctors, Bupa Finder, etc.
- Content Marketing: Write blogs targeting local patient concerns.
- Backlinks: Earn links from local directories, press, and partnerships.
The clinics that dominate local search are the ones that treat GBP as a living asset, not a one-off setup.
Quick Checklist for UK Clinics
✅ Claim and verify your profile
✅ Pick precise categories
✅ Keep NAP consistent everywhere
✅ Upload fresh photos and videos
✅ Collect and respond to reviews
✅ Post updates regularly
✅ Answer questions clearly
✅ Track insights monthly
For UK healthcare businesses—whether a private GP in London, a dental clinic in Leeds, or a physiotherapist in Aberdeen—a well-optimised Google Business Profile is the backbone of local SEO.
It improves visibility, builds patient trust, and directly drives bookings.
The clinics that will win in 2026 are those that invest not just in digital ads, but in organic, long-term visibility through GBP and healthcare SEO best practices.