Episode 197 hosts Rick O'Neill, a digital marketing expert from Brighton, UK. (Rick previously joined us on Webinar 5 and in episodes 134 & 193) Rick has over 20 years of experience and is the founder of Look Touch Feel (LTF), an award winning digital marketing agency who specialise in supporting aesthetic practitioners & plastic surgeons. In this episode we continue our mini-series called the 'The Deep Digital Dive' (sponsored by LTF). Over four chapters we'll better understand some of the core pillars of digital marketing to help injectors and clinics get to grips with this side of their business. In Chapter two we focus on what's known as 'Google Local optimisation'. We explore: - What a 'Near Me Search is' and how this relates to a 'Google Local Search' - Creating a Business profile on Google and setting up or claiming your business - The importance of completing your Google Business profile as fully as possible and regularly - How to attract patients from within your local proximity - Using tools like answerthepublic.com to match commonly searched for terms on Google to your website and blog content - The big difference between using Google to attract patients vs using social media to market yourself - How search terms used by the public has changed and become much more specific (and how clinics can leverage this) - What Google AdWords is  - The dominance of Google vs any other search engines - What SEO (Search Engine Optimisation) is and the two main types (Local vs national) - Using tools like Brightlocal to improve your local SEO - The importance of Google reviews and how to encourage patients to do them - Advice for dealing with negative Google reviews - What a VPN is and whether these can affect Google Local Searches - What the best platform is to build your website on - The emergence of ChatGPT and AI for content writing   This episode was sponsored by LTF, specialists in the digital marketing needs of the aesthetic and pharma world.  CLICK HERE TO DO A FREE ONLINE DIGITAL MARKETING AUDIT OF YOUR OWN BUSINESS    Dr Jake & David thank their amazing IA Patrons for helping support the podcast. Become an IA Patron too & get the following benefits: - Get acknowledged as an IA Patron on our website - Access to our three IA Patron whatsapp groups (General, Injectables & Business) where we discuss tips, tricks, cases, complications, business support topics and more - Access our new 'IA Live' sessions (Business & Injectable Zoom sessions) led by our hosts - Access to our watch eight IA webinars - Access to Dr Jake's hints, tips and injectable videos  - Access to our growing IA Library of clinical papers, books and resources  COMING SOON: Downloadable assets including medical history, consent form & treatment record templates as well as complication management protocols   Subscribe to IA: Subscribe to IA on Apple Podcasts Subscribe to IA on Spotify   Other IA links: Follow IA on Instagram Sign up as an IA Patron Visit the IA website  Contact IA Apply to be a guest on IA   Dr Jake Sloane: Follow Dr Jake on Instagram  Dr Jake's website   David Segal: Follow David on Instagram   Our podcast guest: Follow Rick on Instagram