CHUV, one of the five university hospitals in Switzerland, asked Eminence to assist them in the optimization and management strategy of the Google My Business accounts for the Woman-Mother-Child department. The objective was to implement a new local SEO strategy to facilitate access to the institution’s information on Search.
CHUV Neonatology Service profile
- Optimize, correct and complete existing profiles to make them more attractive and engaging towards users
- Create new profiles for departments that did not previously have them
- Recovering access to all the profiles created by people outside CHUV to optimize them
- Work in close collaboration with the communication services of the different departments
- Monitor account performance and regularly update online information
- Clearly differentiate the profiles of each department that share some of the same contact information (physical address, hours, etc.)
- Implement a new local SEO strategy to improve CHUV’s presence on Search
To do this, our experts organized the different departments of CHUV into business groups.
The creation of a business group makes it easier to manage profiles, to share access to the different profiles with other users and to work in a more secure manner.
Once the business groups were created, our SEO experts started configuring the GMB account and the different profiles.
In addition to creating new profiles, our experts had to check and analyze the existing ones to identify missing or incorrect information.
It was also important for CHUV to recover ownership of the profiles created by people outside the company.
To claim ownership, Eminence filed a request to Google to take back control and make changes afterwards.
To optimize the different profiles, we added the following information:
- The name of the facility.
- The address
- The working hours of the different departments.
- The main and secondary phone numbers to make it easier for patients to contact the hospital.
- The website link to help Internet users get to know CHUV and its various departments better.
- The description
- Photos of each department
- Business codes
Finally, to maximize our chances of collecting positive reviews, we regularly published news on the local listings to interact with Internet users and present future events at the institution.
The comments’ management and the moderation of questions and opinions from Internet users allowed us to improve our engagement rate and natural referencing.
This also convinced Internet users who discover CHUV to trust it.
Results
CHUV Neonatology Service profile
Sexual health profile
