Plastic Surgery SEO Guide for Beginners
Four of every five patients search for medical practices and related information online. Search Engine Optimization is indispensable to making your healthcare and aesthetics practice appear in local search environments at high ranks for better interaction, greater engagement, lead generation, and resultant lead conversion. High rankings over competitors are critical to promoting your profession and advancing your career.
A plastic surgery marketing agency used medical SEO as its core promotional strategy. Let’s break down the meaning of SEO, how it is used in plastic surgery practice, and its advantages.
The Basics of Search Engine Optimization (SEO)
Search Engine Optimization, popularly called SEO, is a set of practices in digital marketing that utilizes a target-oriented approach to achieve top ranks on search engines and reach the desired audience. It makes use of keywords to rise on top of organic search results.
Medical SEO is just complicated jargon and is, in fact, the same set of practices with a target audience – healthcare patients. The distinction is that search engines use different techniques to rank medical and healthcare sites. Therefore, if you work in aesthetics practice, you should hire a plastic surgery marketing agency that will take care of SEO.
Understanding your intent, client requirements, and the right keywords
Using just about any keywords related to your practice will not yield your desired results. You must figure out which medical terms your target client group is searching for. Based on those results, determine the keywords that will work best for you and put you in higher ranks on search engines.
To get the right keywords, first, understand your intent. What are the procedures you specialize in? Which are the procedures you want to promote? What values and principles of your practice? Thinking about these questions will help you realize your goals and work accordingly.
Employing the correct SEO techniques also imply that you avoid black hat SEO – sets of secret tips and tricks to manipulate Google algorithm and bring website pages to higher ranks. Because Google’s algorithm is immensely dynamic, these tricks often fail, and Google also penalizes healthcare practitioners who use black hat SEO.
Establishing a simple, intuitive website
Bringing people to your website is not enough. You have to make them stick around and get reasonable lead conversion rates. The easy road to take is to create your website as simple and easy to navigate as possible. Complex, wordy, and poorly designed websites drive users away.
Making the website intuitive allows visitors to access information conveniently. Addressing the pain points of viewers reflects your intentions, and communication channels are created with great ease. Create engaging content, utilize multimedia elements, add a chat box, and make your services properly visible.
Optimizing E-A-T style content
If you have been working in digital marketing for quite some time, you must already be aware of E-A-T. It is a Google guideline used to determine the value and scalability of your content, as well as how helpful it is to the viewers.
It was added to Google’s Search Quality Guidelines in 2014. It examines the content creator’s Expertise, Authoritativeness, and Trustworthiness.
It impacts the Page Quality Ranking significantly and allows Google to distinguish knowledgeable content from others. Hiring a professional plastic surgery marketing agency will give you the advantage of having customer-centric and fact-based content.
Having robust ‘on-page’ and ‘off-page’ SEO techniques
On-page or on-site is the collection of codes, content, and images that constitute your website. Multiple variables in on-page techniques impact your SEO strategy, such as title tages, metadata, site loading speed, H1 and H2, sitemaps, etc.
On the other hand, off-page or off-site SEO includes a set of practices that assist in backlink creation. Google considers websites with relevant backlinks as more credible and authoritative. Blogs, articles, and social media are the most effective ways to optimize off-page SEO.
To get the most out of SEO, you should focus on both techniques equally. You can not dismiss one for the other.
Utilizing content marketing
Search Engine Optimization works best when you have a healthy amount of informative and engaging website and social media content. It is what gets you on the search engine rankings. Quantity and quality matter equally in this context,
Content marketing is not only about blogs and white papers anymore. Clients are now looking for other content forms to get information without having to go through a lengthy piece of writing. Videos and podcasts have become the most popular type of content among the general public, and it is the same among healthcare patients.
Creating interactive videos, podcasts, and illustrations alongside descriptive blogs and whitepapers with appropriate usage of keywords will put you ahead of your competitors. Maintaining consistency with your content posting will bear fruit in the long run.
Keeping URLs short and precise
Search Engine algorithms are sweet to short and simple URLs. If you have partnered with an established plastic surgery marketing agency in the USA, it would have already made precise URLs for your website pages.
A short URL is easy to share, and if you are a small practice going through the growth process, you can track incoming traffic on your website much more quickly with such URLs.
They are an effortless way to enhance user experience, even if it is something so small that many users don’t notice often. But it is not something that you can skip just because of its noticeability or lack thereof. Take full-fledged care of your SEO techniques.
Getting listed on Google My Business
You are probably in for a surprise to learn that your website and social media are not the only drivers of Search Engine Optimization. There are other variables too that many people overlook; one of the most significant factors is nothing but Google My Business.
A free tool by the search engine giant, Google My Business gives you control over your Business profile on Google. You can manage and optimize your reinstatement according to your business needs. A Google My Business profile improves your search rankings significantly and puts you in a “local pack.” The “local pack” is a group of a handful of business listings that appear above organic searches for region-based results.
Take note that Search Engine Optimization does not give overnight results. It is a long process of hard work involving a ton of “trial and error” to determine what works best for your website. Another high-ranking website’s techniques may not work the same way for you.
Customizing the existing methods based on your client personas – the target audience of your practice – and the intent of your profession is the correct way to go. It’s also worth knowing that there are specific rules with Google My Business too, so before going ahead with this tool, it would be advised to research all about it, and if they’re not followed, profile suspensions require reinstatement.
Plastic surgery can benefit massively from SEO because aesthetics run the wagon here. Utilizing the techniques listed above and giving a personal touch to them can bring your practice ahead of the competition. PilotPractice has a vast knowledge of medical SEO, and we have a team of experts well-versed in the healthcare and aesthetics profession.
Meaningful engagement with prospective clients and existing patients should be your driving force behind building your online presence. Plastic Surgery brand establishment in the digital spectrum is imperative in today’s day and age.
Working with marketing professionals will be an elixir for your practice to build relevancy, reliability, and interactiveness with your clients. Get in the game today!