How to Use SEO to Drive More Traffic to Your Site
Over 250,000 plastic surgeries are performed in the United States each year. Most people fail to realize just how competitive this industry is. If you are a plastic surgeon, you know all too well how hard gaining the lion’s share of your local market can be.
Some plastic surgeons rely solely on outdated forms of advertising like billboards to generate more leads. While there is a place for these types of advertisements, most consumers use Google to find the information they need about a plastic surgeon.
Putting your website or brand at the top of an online search results page will require some plastic surgery SEO (search engine optimization). While most plastic surgeons understand the importance of a functional and appealing website, many of them forget to optimize it for search engine success.
Are you looking for ways to drive more traffic to your website? If so, consider the helpful tips below.
Work On Optimizing Your Metal Titles and Descriptions
Consumers love using search engines to find out about businesses in their area. Once these consumers type in a particular search phrase, they will be presented with instant results. The first thing a consumer will see in regards to your website is the meta titles and descriptions from select URLs in the geographic area the person is searching in.
Often referred to as your website’s snippet, this information should be optimized for search engine success. Some plastic surgeon marketers make the mistake of 1: automating the meta descriptions and titles on their site (relying on Google to assume certain things) or 2: Not adding the correct meta data.
Once you figure out what keywords you want to target, including them in your meta title and description is vital. Doing this gives search engines an indication that it is relevant to the topic a consumer is searching for. Another suggested tactic is to take a look at the top 10 ranking plastic surgeons in the area you’re located in. In the sample below, a search for “plastic surgeon NYC” brings back a nice range of different types of meta titles. Yours should be unique but you should take into consideration why these rank well.
Use Google Webmaster Tools to Submit a Sitemap
One of the best tools you can use when trying to see how well your site is being crawled by Google bots is the Google Webmaster Tools. This tool is free to use and can offer some great insights and information about your site. Once you have signed up and configured the account settings, you need to submit a sitemap.
The main goal you should have when submitting a sitemap is providing Google with information about what is on your website. Watch this quick tutorial video below.
Once you have a sitemap uploaded, the Google bots will crawl your site. This often leads to your site getting ranked faster and higher espcially if your site is brand new and you have a lot of un-crawled content.
Personalize the Content on Your Website
Having the mindset that the content on your website is just there to fill space can lead to major problems. Instead of viewing website content as something you have to do, you should want to provide your audience with personalized material. The more engaging and easy to read your website content is, the easier it will be to turn visitors into patients.
If you have had Google Analytics on your URL for some time, you’re literally sitting on a goldmine of user data that you can disseminate throughout your website.
The people who visit your website will be seeking out information about the procedures being offered (as well as reviews, before and after images, qualifications etc). This is why you need to create category pages for each of the procedures. Providing the reader with an in-depth description of each surgery can be helpful when trying to convert them into actual patients.
Preferably, you want to work on the structure initially when creating your website. For example, your sub-folders should look similar to this…..
Not only does it help your potential patients, it also helps Google crawl and understand one’s potential UX or user experience.
BONUS TIP: You should also create a FAQ / frequently asked questions section on your website. With this page, you can provide visitors lots of information about what you do and how it can benefit them. Then, you can interlink those FAQs to these procedure pages as well as make videos for each. Think about the aforementioned structure for your FAQs as well.
Internal and External Links are a Plastic Surgery SEO Must-Have
Some plastic surgeons think that internal links are the only way to boost their SEO ranking. In actuality, you need a mix of both internal and external links in your content to attract the eye of powerful search engines like Google.
In 2018, Google came out with the Medic Update (search algorithm) that affected a lot of healthcare / medical sites that gave advice. Whether or not you were hit, you need to always focus on EAT. According to Google, that means Expertise, Authority and Trustworthiness. Much of this EAT perception from Google can be helped by generating quality backlinks from reputable sources both inside and outside your space.
If you don’t have a way to proactively outreach to get new backlinks, you definitely should.
Bonus Tip: Make sure to have copywriters that are industry professionals as well as other Doctors write or proof your site content. Just because you think you’re writing “amazing” content, doesn’t mean that Google will feel the same.
Your Website Needs a Blog
One of the best ways to attract the attention of both modern consumers and search engines is with a blog. Positioning yourself as one of the leaders in the plastic surgery world can carry a lot of weight. Providing consumers with blogs on the latest trends and techniques in the world of plastic surgery is vital.
Before publishing these blogs, you need to make sure they are optimized for search engine success. Using relevant and popular keywords, internal and external links, and research from tools like SEMrush and Ahrefs are best practices.
Bonus Tip: We recommend filming yourself or getting interviewed on video by your staff. It’s faster and people actually enjoy watching you. You can do it with your iPhone!
Don’t Take on Search Engine Optimization Alone
The key to having plastic surgery SEO success is consistency. Rather than trying to take on all of the work associated with a marketing campaign alone, you need to find professionals to help you out.
Are you looking for some professional SEO help? If so, contact us now to find out about the services we offer.
Dustin DeTorres is the CEO of DeTorres Group, a medical focused digital agency focused on Search Engine Optimization generating new patients for practices across the World since 2008. Over the years, Dustin has worked with start ups, e-commerce & Enterprise level clients helping them dive deep to find SEO issues and optimize their online presence. To learn more about Dustin DeTorres, click here.