Optimizing Your ASC’s Online Presence: The 2025 Comprehensive Google Business Profile Audit Checklist

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In today’s fast-changing healthcare landscape, Ambulatory Surgery Centers (ASCs) — and really, any local medical facility — must leverage every available tool to stay visible, competitive, and trusted.

One of the most powerful (and often underused) assets?
Your Google Business Profile (GBP).

When properly optimized, your GBP acts as a front door to your practice online — helping patients find you, trust you, and choose you.
Maintaining it isn’t optional anymore.

At TJS Medical, we help ASCs and healthcare providers optimize their GBP listings as part of broader growth strategies. But if you're managing it on your own, this guide will give you a strong framework to follow — and a clear checklist to make it easier.

    Why a Strong Google Business Profile Matters for ASCs in 2025

    Patients are researching providers before they ever walk through the door.
    Often, the decision is made based on what they see — or don't see — in your Google Business Profile.

    A well-audited GBP:

    The 2025 Google Business Profile Audit Checklist for ASCs

    1. Verify Profile Accuracy

    ✅ Tip from TJS: Consistency across platforms (GBP, website, directories) is critical for Local SEO strength.

    2. Update Operational Details

    3. Ensure Compliance and Standards

    4. Enhance Engagement and Interaction

    ✅ Note: Messaging settings must avoid collecting sensitive health information directly.

    5. Optimize Visual Content

    6. Utilize Posts and Updates

    7. Leverage Advanced Features

    Booking Integration OptionHIPAA Compliance StatusNotes
    Direct GBP Messaging for Appointments⚠️ Not fully HIPAA-compliantShould only be used for basic inquiries (no medical details).
    Third-party booking tools (e.g., Zocdoc, Stericycle)✅ HIPAA-compliant with BAAAlways verify a signed Business Associate Agreement (BAA) is in place.
    In-house patient portals (linked from GBP)✅ HIPAA-compliantBest option — directs patients securely to your portal.

    8. Monitor Analytics and Insights

    9. Conduct Regular Security Checks

    10. Schedule Ongoing Reviews

    ✅ TJS Tip: Even simple monthly updates (like a fresh photo or short post) can meaningfully boost GBP performance.

    Need help optimizing your Google Business Profile?
     Whether you're starting from scratch or fine-tuning an existing listing, TJS Medical can help you maximize visibility and patient trust.
    📩 Contact Us Today to schedule a free consultation.

    Need help optimizing your Google Business Profile?

    Whether you're starting from scratch or fine-tuning an existing listing, TJS Medical can help you maximize visibility and patient trust.

    Contact Us Today

    Practical Tips for Managing Your ASC’s GBP Over Time

    Successfully applying this checklist requires structure — but also flexibility.

    👨‍⚕️ Reality Check:
     Busy ASC teams don't always have time for constant trainings.
    Systems like checklists, templates, and async learning are key to staying consistent without feeling overwhelmed.

    Partnering with Experts for Even Better Results

    While it's entirely possible to manage a Google Business Profile in-house, many healthcare facilities find real value in partnering with specialists.

    TJS Medical offers full GBP audits, profile optimization, and website SEO services tailored specifically to healthcare practices and ASCs.

    Whether you need a quick polish or a deep-dive overhaul, we can customize a plan that fits your goals.

    📩 Let’s Talk about how we can help.

    Final Thoughts: Your Google Business Profile Is Your Digital First Impression

    Your Google Business Profile is often the first (and sometimes only) impression a prospective patient will have of your practice.

    A well-optimized GBP can dramatically improve visibility, build trust faster, and ultimately help your ASC grow.Start your audit today.
    And if you want an expert partner to make it even easier, TJS Medical is ready when you are.

    Is Your Top Google Ranking a False Positive? Plus, a Critical GBP Security Alert

    Staying ahead in the dynamic world of healthcare marketing requires constant vigilance. This week, we're highlighting two critical areas that Ambulatory Surgery Center (ASC) administrators and marketers need to address immediately: a potential disconnect between local rankings and website traffic, and a concerning vulnerability within Google Business Profiles (GBPs). Make sure you're not caught off guard – read on for the essential updates.

    The Local Pack Paradox: High Ranking, Low Clicks?

    It might seem counterintuitive, but prominent placement in Google's local "Map Pack" could actually be reducing your website traffic. Recent trends suggest that when your ASC's name, number, and stellar reviews are front and center in the map results, patients may not scroll down to the traditional organic listings. Are your website analytics telling the full story of your local search success? This potential disconnect demands a closer look at how patients are truly engaging with your online presence.

    Critical Security Alert: Your Google Map Pin is Vulnerable

    A significant and immediate concern has emerged regarding the security of your Google Business Profile. Alarmingly, anyone can suggest edits to your ASC's location, potentially shifting your map pin to the wrong place. The consequences? Confused patients and a drop in local visibility. Even more troubling is that attempting to correct these unauthorized changes could lead to Google suspending your entire GBP listing. Verifying your map pin's accuracy should be a top priority this week.

    The Rise of AI and the Evolving Patient Journey

    The way patients seek healthcare information is rapidly changing with the integration of Artificial Intelligence in search. AI-powered overviews and AI assistants are increasingly providing direct answers within search results, potentially bypassing clicks to individual websites. This shift necessitates a new approach to online optimization. Is your ASC's expertise and service information structured to be understood and recommended by AI, not just traditional search algorithms?

    Mini Action List for Your ASC Team

    Here are a few crucial steps to consider this week:

    1. Immediately check your Google Business Profile for any unexpected changes to your map pin or listing details.
    2. Analyze your website traffic data alongside your GBP performance to identify any significant discrepancies.
    3. Review the accuracy and completeness of your GBP information to ensure it serves both potential patients and AI systems effectively.

    Want the Full Picture and Ongoing Guidance?

    These are just the highlights from our weekly briefing. For a deeper dive into these critical developments, including detailed action plans, early insights into emerging trends, and subscriber-only bonuses, be sure to join our weekly newsletter. We break down the complexities of healthcare visibility and digital strategy, keeping you informed and ahead of the curve.

    Stay informed, stay competitive.

    How Healthcare Professionals and Providers Can Get Their Own Google Knowledge Panel

    Building a strong online presence is more important than ever. 

    Your patients and colleagues are searching for you online, and having a Google Knowledge Panel can significantly boost your credibility. But what exactly is a Google Knowledge Panel, and how can healthcare professionals leverage it to enhance their personal and facility branding?

    Let’s break it down step by step.

    What Is a Google Knowledge Panel?

    A Google Knowledge Panel is that information box you often see on the right-hand side of search results. It summarizes key facts about a person, business, or organization—think of it as a digital CV, but with a far-reaching impact on your online reputation.

    According to Jason Barnard, a leading expert in digital marketing, "The Knowledge Graph is a machine-readable encyclopedia... It’s incredibly practical for SEO and digital marketing." Having a Knowledge Panel makes you more discoverable and instantly adds authority to your name or brand. For healthcare professionals, this is critical in building patient trust and professional reputation.

    So, how do you get one?

    Key Steps to Securing a Google Knowledge Panel

    1. Consistency of Information Across Platforms

    The first and most crucial step to securing a Google Knowledge Panel is consistency. Your name, title, credentials, and even your practice details need to be uniform across all online platforms.

    Action Step: Audit your online presence. Is your name spelled the same on LinkedIn, your website, and directories like Healthgrades? Ensure every platform has the same accurate information. As Barnard puts it, “If you clean up your digital ecosystem, Google will understand... It’s as simple as that.”

    2. Leverage High-Authority Backlinks

    Google uses trusted websites to verify your credibility. High-authority backlinks from well-established platforms like WikiData or Crunchbase can boost your online profile significantly.

    Action Step: Get listed on Crunchbase or WikiData, and reach out to relevant healthcare sites that can feature your work or profile. 

    3. Publish an eBook or Book

    Becoming an author isn’t just a professional achievement—it’s also a powerful personal branding tool. Publishing a book or eBook on Amazon gives you an “author link,” which can signal to Google that you’re an expert worth showcasing.

    Action Step: Write a book related to your specialty in healthcare and publish it on Amazon. You can even use tools like ChatGPT to streamline the process.

    4. Create a WikiData Profile

    WikiData plays a vital role in supplying data to Google’s Knowledge Graph, helping the search engine verify and display accurate information about individuals and organizations. By creating and maintaining a WikiData profile, you increase your chances of being recognized by Google as a credible source, which boosts your online presence and enhances your chances of securing a Knowledge Panel.

    Action Step: Create a WikiData profile and ensure your professional details are accurate and consistent. 

    5. Utilize Schema Markup for Your Website

    Schema markup is a type of structured data that you can add to your website’s code to help search engines like Google better understand your content. For healthcare professionals and facilities, this can be especially useful for linking your digital presence across various platforms and boosting your chances of getting a Google Knowledge Panel.

    By adding the right schema, you signal to Google exactly who you are and what you do. Here are a few types of schema that healthcare providers and facilities should consider:

    By implementing the correct schema markup, you not only make your website more understandable for Google but also tie together all your digital touchpoints—like social media, published works, and professional profiles—creating a cohesive online presence. This not only strengthens your digital footprint but also enhances your Knowledge Panel visibility, positioning you or your facility as a trusted authority in healthcare.

    Action Step: Work with your web developer to implement person, organization, or medical organization schema on your site, ensuring that all relevant information is accurately represented. This simple step can make a significant difference in your online visibility.

    6. Distribute SEO-Optimized Press Releases

    Press releases are not just for news—they help you build backlinks and improve your online presence. Distributing SEO-optimized press releases can enhance your credibility.

    Action Step: Write and distribute press releases for any major professional milestone—whether it’s a new clinic opening, a published study, or an award you’ve won. Make sure these releases are SEO-optimized with targeted keywords to get maximum traction.

    Additional Tactics to Build Your Knowledge Graph

    1. IMDb Credits and Kickstarter Campaigns

    Being involved in media projects, such as documentaries or educational videos, can enhance your online profile. By securing an IMDb producer credit, you improve your chances of appearing in Google's Knowledge Graph and ultimately gaining a Knowledge Panel.

    Action Step: If you've contributed to a film or video project, ensure your role is listed on IMDb. Stewart Vickers, an expert in SEO strategies, emphasizes that having an IMDb executive producer credit can be a powerful tool in boosting your visibility and securing a Knowledge Panel.

    2. Be Patient

    It takes time for Google to update its Knowledge Graph and display your Knowledge Panel. This process could take 2-6 months, so be patient.

    Action Step: Continue building a strong, consistent digital presence while you wait. Use tools like Google Alerts to monitor mentions of your name or brand, ensuring everything is accurate.

    Measuring Success with Knowledge Graph SEO

    Once your Knowledge Panel goes live, it's important to assess how well it’s supporting your online presence. One effective way to do this is by reviewing your Brand SERP (the search results for your name or business). Your Brand SERP gives you valuable insight into how Google interprets your digital presence. If certain details are missing or incorrect, it highlights areas where your online information may need refinement.

    Action Step: Periodically search your name on Google and examine what appears. Are any key details missing or inaccurate? Use this as an opportunity to fine-tune your online profiles and ensure consistency across platforms.

    Adapting to New Developments in the Knowledge Graph

    In healthcare, staying up-to-date is crucial—not only with medical advancements but also with the digital tools that shape how patients find and trust you. 

    Google’s Knowledge Graph, which powers features like the Knowledge Panel, is constantly evolving. Its growth means that the sooner you’re included, the better positioned you’ll be to stand out. 

    If you don’t actively manage your online presence, you risk becoming less visible as your competitors strengthen theirs.

    Action Step: Regularly review your online profiles and content to ensure they’re up-to-date. Continue publishing articles, research, or updates that reflect your expertise, and work to earn high-authority backlinks from trusted sources in the medical field. These efforts help ensure that your digital presence stays strong as Google’s algorithms and Knowledge Graph grow.

    Conclusion: Build a Strong Online Presence for Enhanced Authority

    By following these steps, you can not only secure a Google Knowledge Panel but also build a powerful, authoritative digital presence. For healthcare professionals, this means enhancing patient trust, improving professional visibility, and establishing yourself as a credible expert.

    Call to Action

    Have you started working on securing your Knowledge Panel? What steps have you taken so far? Share your progress with us LinkedIn or Facebook!

     If you have questions about getting started, feel free to contact us!

    Mastering SEO for Healthcare: Optimizing WordPress with Rank Math

    Our latest video, How to Set Up SEO Analytics for Healthcare Providers on WordPress (Step-by-Step Guide), shares our expert recommendations on using SEO analytics to improve your search engine presence and track performance, specifically for healthcare sites built on WordPress.

    Based on our experience, we've outlined the best practices for using the Rank Math plugin to help healthcare providers uncover the data they need to boost their SEO.

    You may also be interested in The Beginner’s Guide to SEO for Ambulatory Surgery Centers. Many of those concepts apply to all healthcare providers and organizations.

    Why SEO Analytics Matter for Your Healthcare Provider Site

    SEO is essential for improving your website's visibility and understanding how patients engage with your site. Our video walks you through the key tools and strategies we recommend to strengthen your site’s SEO and reach more patients.

    Key Takeaways:

    Actionable Steps:

    1. Install Rank Math and follow our recommended setup.
    2. Connect Google Search Console and Google Analytics to monitor site traffic and performance.
    3. Submit your sitemap to Google Search Console for proper indexing.
    4. Set up Google Tag Manager for comprehensive tracking and data collection.

    Following these steps will significantly enhance your website's visibility and help you connect with more patients.

    What SEO tools are you currently using for your healthcare website? Let’s discuss in the facebook on Facebook!

    Beginners Guide to Page Structure and HTML for SEO

    Optimizing your website for search engines is no longer just for the tech-savvy or large marketing teams. 

    Even small medical practices can make impactful changes to their online presence by understanding and implementing basic HTML and page structure techniques. 

    This guide is designed to walk you through the essentials of HTML and how it can improve your site's SEO, making it easier for patients to find your services online.

    Table of Contents

    Understanding the Importance of HTML and Page Structure in SEO

    Is HTML necessary for SEO?

    HTML, or Hypertext Markup Language, is necessary to tell Google exactly what’s on your page and why it matters, making your content clear and easy to find. Without them, your site might as well be invisible.

    Consider HTML tags like road signs on your website telling the search bot where they are and where they are going. It’s the code that structures your site’s content, telling browsers and search engines what each part of your page means.

    While it might sound technical, basic HTML is simple enough for anyone to learn, and it plays a crucial role in how well your site ranks in search results.

    The Impact of Page Structure on User Experience and SEO

    A well-structured page isn’t just good for search engines; it’s also crucial for providing a positive user experience. 

    Think of your website like a book: if it’s well-organized, with clear chapters and headings, it’s easier for readers (and search engines) to navigate. A clear page structure leads to better user engagement, longer visits, and, ultimately, better search rankings.

    Essential HTML Tags for SEO Beginners

    Understanding a few key HTML tags can make a significant difference in your SEO efforts.

    Here are the most important ones and what they look like in the code:

    html tags in a code editor window

    Title Tags

    The title tag is one of the most critical elements for SEO. It defines the title of your webpage and is what users see in search engine results. 

    A good title tag should be unique, descriptive, and include your primary keyword.

    Best Practices for Title Tags:

    Meta Descriptions

    Meta descriptions provide a brief summary of your page’s content. 

    A well-crafted meta description can significantly improve click-through rates by making your page more attractive in search results.

    Tips for Effective Meta Descriptions:

    meta description example knee surgery SERP 1

    Header Tags (H1, H2, H3, etc.)

    Header tags help structure your content, breaking it into sections that are easy to read. 

    The H1 tag is the main heading of your page (like the title of a book), while H2, H3, and other header tags are used for subheadings.

    Header Tag Best Practices:

    Alt Text for Images

    Alt text is the description of images on your site. It’s crucial for accessibility and helps search engines understand what the image is about, which can improve your SEO.

    Alt TExt Guidelines for Images:

    Internal Links and Anchor Text

    Internal links are links that connect one page of your website to another.

    Anchor text is the clickable text of these links. 

    Proper use of internal links and meaningful anchor text can improve your site’s SEO by helping search engines crawl your site more effectively and by guiding users to related content.

    Best Practices:

    A Beginner’s Checklist for Search Engine Optimized HTML Tags

    To make the process of updating your site’s HTML for SEO even easier, here’s a simple checklist you can follow:

    1. Title Tag: Is each page’s title tag unique, descriptive, and under 60 characters?
    2. Meta Description: Does the meta description accurately reflect the page’s content and encourage clicks?
    3. Header Tags: Are you using only one H1 tag per page, with clear H2 and H3 tags for subheadings?
    4. Alt Text: Have you added descriptive alt text to all images on your site?
    5. Internal Links: Are internal links used effectively, with meaningful anchor text?

    Bookmark this page in your browser so that you don't have to remember it!

    Common Mistakes to Avoid When Structuring Your Website for SEO

    Even with the best intentions, it’s easy to make mistakes when updating your website. 

    Here are some common pitfalls to avoid:

    Avoid Overstuffing Keywords

    While it’s important to use keywords, overstuffing them into your HTML can do more harm than good.

    Keyword stuffing not only looks spammy to users but can also lead to penalties from search engines.

    Keyword Advice:

    Ignoring Mobile-Friendliness

    More people are searching for services on their mobile devices than ever before. 

    If your website isn’t mobile-friendly, you’re missing out on potential patients, and your SEO could suffer.

    Mobile Optimization Tips:

    Skipping Alt Text for Images

    Not adding alt text to images is a missed opportunity. 

    Without it, search engines can’t “see” your images, and your site’s accessibility may be compromised.

    Alt Text Reminder:

    Tools and Resources for Managing HTML and SEO

    There are several free tools available to help you manage and optimize your HTML for SEO:

    Introduction to Semantic HTML: A Next Step in SEO Mastery

    If you’ve mastered the basics of HTML, you might be ready to take your SEO efforts to the next level with Semantic HTML.

    What is Semantic HTML?

    Semantic HTML involves using HTML tags that describe the meaning of the content they contain. For example, instead of just using <div> tags for everything, you might use <article>, <section>, or <footer> tags to clearly define different parts of your webpage.

    Why Should You Care About Semantic HTML?

    Using Semantic HTML not only makes your content more accessible to search engines but also improves the clarity of your page structure. 

    This can lead to better indexing by search engines and potentially higher rankings.

    Ready to Dive Deeper?

    If you’re interested in learning more about Semantic HTML and how it can further boost your site’s SEO, check back soon for an in-depth guide.

    Finally, Taking Control of Your Website’s SEO

    By understanding and implementing basic HTML and proper page structure, even small medical practices can significantly improve their website’s SEO.

    Use the checklist provided to start making these changes today, and you’ll likely see an improvement in your search engine rankings.

    Remember, every small improvement counts—so start optimizing your site’s HTML today! If you need help, reach out to us for a strategy session.