Is your online presence a bit flabby? It may be time to nip and tuck your digital marketing strategy. Even if you’re the best plastic surgeon in your area, without a solid online presence, you’re bound to find yourself falling behind less talented competitors.
A professional plastic surgery SEO agency can help you get more leads using the power of organic traffic, which is the number one referral source for plastic surgeons.
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SEO for Plastic Surgeons
For plastic surgeons, search engine optimization is a growing digital marketing tool that allows you to create an online presence that attracts new patients, nurtures relationships with potential patients and current clients, and drives up the revenue of your plastic surgery practice, all by gaining organic traffic from search engines by ranking higher in the search results.
As a plastic surgeon, you can take advantage of certain SEO tactics, incorporating them into your digital marketing strategy, in order to give your brand an edge over your competitors. This includes utilizing local SEO to generate better rankings in local and organic search results, which in turn will help you reach more potential patients.
Why You Need a Plastic Surgery SEO Marketing Agency
We don’t need to bore you with statistics to inform you that plastic surgery is a big business. There are more plastic surgery patients now than there ever have been.
The pie continues to grow. Is your piece of that pie growing, too?
According to HubSpot, 75% of searchers never scroll past the first page of the search results. So, it’s extremely important to ensure that your plastic surgery website falls on that first page. Furthermore, 60% of those clicks go to the first 3 organic listings. This leaves the other 40% to be divided between the other 7 listings on page 1.
In a competitive plastic surgery market, search engine optimization (SEO) can make or break a plastic surgery practice. And, this will only become more relevant in the years to come. The market becomes more saturated with new plastic surgeons every year.
If you aren’t aggressively marketing your plastic surgery practice, your business will eventually suffer. It’s no longer enough to be the best in town.
Plastic Surgery Marketing
Plastic Surgeons SEO: How SEO Can Help Plastic Surgeons
Plastic surgery SEO has many layers and helps plastic surgeons market their plastic surgery practices on many levels.
First, a solid SEO campaign ensures that your website appeals to search engine crawlers in the most effective way possible. This ensures that your site will rank well on Google and other search engines.
Second, a professional account manager with experience in plastic surgery SEO will know how to take the content needed to please search engine crawlers and craft it in a way that also appeals to your target audience, as well.
This will help to make sure that your click-rate stays high and your bounce rate remains low, which will help your rankings on search engines, as well.
Third, if you find the right plastic surgery SEO agency, they’ll know how to effectively study your competition.
Hiring an SEO specialist will increase the chances of ranking for any of the categories relevant keywords we just listed.
At Digital Logic, we’re able to see what pages get your competitors the most traffic, find weaknesses or gaps in those areas, and in most cases, outrank them on the search results pages. This gives our clients a competitive edge by exploding the competition’s weaknesses, online, that is.
Local SEO for Plastic Surgeons
Plastic surgery SEO services will heavily depend on your local SEO efforts. When looking for an SEO agency to help you market your clinic, you’ll want to make sure that the firm lives and breathes local SEO, as this will determine the immediate increase you’ll see in requests for your plastic surgery services.
Having your business rank well on search engines is both a technical and creative process. Hiring the right plastic surgery SEO agency, especially in terms of local SEO strategy, will mean the difference in getting new or prospective patients in 6 months to a year, and not getting new clients from organic traffic, at all.
At Digital Logic, we ensure the NAP consistency of your business listings and Google My Business listing. This helps your plastic surgery business not only on the Google map, but also gives your site more authority, thus helping with your overall rankings.
We also have in-house link builders that specialize in plastic surgery marketing. This will help slingshot your website to the top of the local results for cosmetic surgery in the Google maps section of Google search.
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Keyword Research for Plastic Surgeons
You’ll want to start planning your plastic surgery SEO strategy by figuring out which keywords and terms work best with your plastic surgery practice, given the plastic surgery services you offer.
You’ll cross reference these keywords with those that tend to do well on the search engine results pages.
From here, you’ll divide these terms into categories:
Informative terms are for searchers who are looking to learn more about specific cosmetic procedures or services. These make good blog topics, and can help move a reader to the next stage of the buying process.
These typically long tail keywords are easier to rank for on the first Google search results page than keywords with higher intent.
These keywords suggest that a searcher is seriously interested in investing in products, services or cosmetic surgery procedures.
Purchasing terms are harder to rank for on the search engine results pages because more plastic surgeons are also trying to rank for these terms.
These are keywords that contain your brand name or other trademarked terms. This means that the searcher is interested in your products or services, as they are searching for specific plastic surgery practices.
These are keywords that contain your competitors’ brand or trademarked terms. This means that the searcher is interested in your competitor’s products or services.
These are keywords that suggest the searcher is looking to invest in a particular procedure in a certain location. To maximize your ability to rank for local terms, you’ll want to heavily invest in local SEO for plastic surgeons.
Content marketing is a critical part of SEO for plastic surgeons. The process simply entails creating relevant content that attracts the attention of your potential clients. This is typically done by blogging.
Aside from the main pages, such as your service pages or location landing pages, a blog is one of the most effective tools you can add to your inbound marketing strategy. Blogging offers comprehensive benefits that usually grow to be more valuable, over time.
Not only does blogging present you as a knowledgeable plastic surgeon to your prospective patients, it also helps your SEO efforts by producing more indexable content. This, in turn, helps to attract more visitors to your plastic surgery website and new patients into your office!
As an added benefit, blogging enables your in-person consultations to be with better-informed individuals, cutting down on time and saving you money.
What Makes a Quality Blog Post?
To be completely transparent here, many of the articles you’ll read online about this topic tell do-it-yourselfers to write about common questions you’re asked or to educate your audience about specific products or services.
And, yes, in a roundabout way, this is the process. The problem here is that it’s disingenuous for online marketing agencies to lead readers to believe they’re just going to haphazardly discover the exact phrase that will get his or her website traffic.
In an industry as competitive as plastic or cosmetic surgery, you’ll be writing content that will compete with professional SEO team members.
We have resources at our fingertips that tell us exactly which keywords to target to maximize value and increase the likelihood of converting new patients.
Some of the most successful blog posts that we’ve written have been completely unconventional. The moral here is that it’s very difficult to determine what online searchers want without having the proper tools and knowing how to use them.
If you prefer to blog yourself (or have one of your staff members blog on your behalf), we suggest that you start by summarizing case studies. Reading someone else’s story can be compelling for those considering plastic surgery.
When writing content for your cosmetic surgery website, you’ll want to be conversational in nature. Sure, you can keep your professional tone, but no one enjoys reading a textbook.
By using third-person, “you” and “we”, you’re able to draw the reader in, as if he or she is having a private conversation with you.
Once you’ve written quality content, it’s time to promote.
Promote your blog, but don’t over-promote your practice
If you don’t have quality keyword research tools at your disposal, your articles probably won’t show up well in the search results pages. So, you’ll want to share your articles on social media, in your email blasts, etc. if your goal is to gain more new patients.
However, promoting your blog is not the same as promoting your practice, inside that blog.
Don’t do that. Your blog is not the place to advertise.
For readers, it’s gross, gimmicky. If you need more promotion, consider PPC services.
It’s fine to talk about your results, but don’t try to force your audience into a consult, here. This will push them away. Most of the time, those who read your blog posts aren’t quite ready to convert, yet.
Use your blog to build trust and grow the plastic surgeon-patient relationship.
On-Site SEO for Plastic Surgeons
While it’s true that every website needs on-site SEO in order to rank well, implementing an SEO strategy that work specifically for plastic surgery website design will help boost your site faster and more effectively.
In order to optimize your plastic surgery site for search engines, you must:
- Create and publish high-quality content that helps to establish your practice as an authority in your field.
- Correctly utilize HTML.
- Apply the appropriate keywords to your meta title and use meta descriptions to squeeze the most out of what’s displayed on the SERP (search results page). While Google will autofill pages that are missing meta descriptions, you want to be able to use everything in your power to give your website a leg up above the competition.
- Include alt tags to photos to help rankings in the image search.
- Add structured data markup, such as location markup or FAQ schema to help the search engine’s bots understand your content more quickly.
- Construct an easy-to-navigate, user friendly website.
When it comes to on-site or on-page SEO for plastic surgeons, the first step is to make sure that your plastic surgery website is fully-optimized and easily accessible to Google search engines.
At Digital Logic, we take the following steps to ensure your website is optimized and accessible:
- Our technical SEO team will start by making sure that your website meets Google’s speed test criteria. This means that your website runs quickly and efficiently.
- We’ll run a full technical audit to find and address any indexing issues that may be preventing your site or individual web pages from being indexed on Google.
- We’ll also look into your crawl budget to make sure that Google isn’t indexing any pages that shouldn’t be there, such as log-in pages.
Conversion Optimization for Plastic Surgery Practices
On-page optimization is critical for attracting visitors to your website and in turn, getting new patients into your plastic surgery practice. But, this is only half the battle. Once a potential patient finds your site, you need your content to be compelling enough to start the conversion process.
You need your audience to want to learn more about you, so that they’ll eventually contact you for a consultation.
This is where conversion optimization comes in.
After you’ve invested in a professionally designed plastic surgery website and created content that intrigues your audience, you need to analyze your results. Once you’ve compiled that data, you can use it to tweak or add anything you may have missed the first go around. The data will always show you opportunities to improve your website, if you know what you’re looking at!
Conversion Factors for Plastic Surgery SEO Campaigns
Use the following to better understand conversions that occur as a result of your plastic surgery SEO campaigns:
SEO experts can read the data from the back end of your website and see what’s performing well. We can also see what needs to be improved.
Help prospective patients find the answers to the questions they’re searching for. Check your keyword data to see if any question-style searches led a visitor to your website.
If you’ve already answered that question, go back and see if there’s any way to expand upon it. If you haven’t, consider writing a blog post to focus on that question, specifically. Or, if there’s not enough information available on that topic, find the most relevant page and provide an answer there.
Track your visitors’ actions while on your website in order to improve overall user experience
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Guide your visitors’ attention to the specific areas of your web page that encourage an interaction, such as filling out a form or a click to call button.
You can also use information from the heat map to strategically place these call to actions.
As a plastic surgeon, you realize that for procedures, such as liposuction, there’s only so much you can do to help a patient. They must lose the weight, first, in order to get the best results. The same can be said about Google reviews or online reviews, in general.
On-site optimization brings searchers to your website. Conversion optimization drives those visitors to take action. But, not all search engine optimization takes place on your website.
Off-page optimization also plays a major role in your SEO campaign.
But, what is off-page optimization and how does it help if it’s not even on your website? Let us explain.
A backlink occurs any time an outside source (website, social media, etc.) links to your plastic surgery site. When this occurs, it essentially tells Google that your site is the best place for information on this specific topic. The more backlinks a site has, the more authority the site has, in Google’s eyes.
Let’s take it one step further. The number of backlinks a site has matters when it links to your site, as well.
Furthermore, Google search crawlers will give more credibility to websites that are more closely related to your specific field, when it comes to backlinking.
For example: You have a patient who’s happy about her breast augmentation. Let’s call her Sally. Sally shares a before and after photo of her breast augmentation on Facebook. She includes a link to your website. This is technically a backlink.
In another scenario, a medical researcher who works for a large medical organization is studying the negative effects of excess skin. They link to one of your fat reduction web pages. This is a better backlink.
The two reasons we just mentioned: Because, to Google, the medical researcher is more closely related to your profession than Sally is. Also, because medical websites (or any websites for that matter) probably aren’t actively linking to Sally on Facebook, she won’t have as much “authority” as the medical site, which is sure to have backlinks from other medical professionals.
At Digital Logic, we utilize a number of link building methods for plastic surgeons, a few of which include:
Plastic Surgery SEO Experts
When you’re hiring a plastic surgery SEO agency, you need to make sure that the company understands your business completely. Having a marketing company that is familiar with your market, terminology and needs of your patients or prospective patients is crucial to having an effective SEO strategy.
At Digital Logic, we’ve worked with several plastic surgeons, and our plastic surgery SEO services continue to yield impressive results.
If your marketing efforts could use an online facelift, we specialize in SEO for plastic surgeons.
Digital Logic has the tools to make it happen.