The web sure has grown over the last decade.
In 2007, just under 122 million sites were in existence. Today? Statistics show there's more than 1 billion—not to mention a whopping 3.2 billion individual users.
That's a lot of potential visitors—and also some serious competition.
So how do you stand out from the crowd? How do you make sure your site is found, visited and consumed by those users? More importantly, how do you ensure those visitors are viable, potential patients for your practice?
The answer's pretty simple: SEO.
Executing Your Plastic Surgery SEO
Effective plastic surgery SEO requires a localized approach. After all, you're not trying to reach just any old web user. You want users who have the potential to become real, paying patients.
That means you need SEO strategies that target users right in your geographic area—your metro, your city, your zip code or maybe even your whole state (depending on its size!)
Plastic surgery SEO also needs to focus on conveying quality. Keyword-stuffing your content and using hard-to-grasp jargon isn't going to show potential patients that you'e the best, safest or most experienced option for their surgery of choice.
It's going to show you're desperate.
After their cash.
Unable to stand on your own reputation.
So how you go about creating a successful SEO campaign that brings in qualified, local traffic without hurting your image in the process? Just follow the 5 Cs:
CHOOSE THE RIGHT KEYWORDS.
In plastic surgery SEO, you want keywords that either 1) include your city, state or other geo descriptor or 2) show off your quality or expertise. That means terms like "Detroit tummy tuck surgeon" or "Lansing board-certified plastic surgeon."
General terms like plain old "plastic surgeon" or "tummy tuck" could get you some traffic—and they may even help you rank higher in search, but remember: there are a billion sites on the web. Not only are there probably thousands upon thousands of other sites competing for those terms (making it harder to rank for them), but they're not going to deliver you qualified leads. If you want to bring in visitors who have the actual possibility of becoming a patient (meaning they need your services, they're located in your area, etc.), then choosing highly specific, long-tail keywords is crucial.
If you're having trouble settling on the right keywords, be sure to ask for a pro's help. The right keywords are the foundation of your SEO campaign—and they're what will make or break your efforts in the long run.
CONSISTENCY IS KEY.
Once you've settled on your keywords, be consistent with them. Use them repeatedly and over time in your blogs, website content, social media posts and more. Create content around your keywords, and give search engines plenty of opportunities to index your site and content in relation to them. The more your site is associated with those phrases—and the longer that association lasts—the higher you'll rank for them in search engines.
Use your keywords throughout your site. From top to bottom, they should be on every layer and at every turn. Include them on your blogs, site content, headings, images and anywhere else you can think of.
A word of caution, though: Be careful about keyword-stuffing. You don't want your site to look spammy, so aim to use one or two keywords per every 300 words. Work them in seamlessly, naturally and conversationally. A reader should never be able to tell what's a keyword and what is not!
CONTENT, CONTENT, CONTENT.
Don't just stop once your site is built. Your website content might help bring in a little traffic, but it's consistent content creation that will keep Google indexing your site and ensuring you have a constant stream of new leads over time. Create new blogs, articles, e-books and other written content regularly and often—and be sure to use your keywords throughout it.
Try to shoot for writing a new blog or piece of content at least once a week. And remember to focus on quality. Give readers value for their time, and use your content to show off your expertise, experience and knowledge as a surgeon. Earn their trust and empower them as a patient.
The back-end of your website—its code, also needs to be optimized for search. That means put your keywords into your meta descriptions, your page titles, your photo's alt tags and in other various spots on every page. If you're not super tech-savvy, you'll definitely want to enlist a pro for this. Just one wrong character in your code could break your site entirely—and what good is all this SEO work if your site's down as a result?
The State of SEO
SEO has been around a while now, and as it's become more commonplace, so have the so-called "experts" in the field.
But be wary: Plastic surgery SEO is a fine art. While one person or agency may have had experience in optimizing a site for an e-commerce store, that doesn't mean their skills or knowledge will translate to your practice. In fact, they're probably not equipped at all.
Plastic surgery practices require uniquely targeted and localized SEO campaigns—and those take an expert with hands-on experience in the field.
Add to that the constantly evolving landscape of SEO (and Google's ever-changing algorithms), and many "experienced" practitioners end up using old-hat, outdated methods that no longer work—or could even hurt you in the long run.
So keep this advice in mind: Don't leave your SEO up to just anyone—and make sure you're getting advice from pros who've had real experience in the plastic surgery field.
Want help from a proven plastic surgery SEO expert? Contact Outlet Creative Group today. We're here for you.