Search Engine Marketing for Plastic Surgery

SEO Services

We offer different SEO packages, but here’s how our SEO services generally work:

1. Once the client signs up for our services, we hold a kickoff meeting with the team and stakeholders to nail down the account’s objectives and deliverables.
   This meeting ensures alignment across all departments regarding the client’s primary goals.
   The deliverables are tailored to the client’s needs and may include link building, content creation, technical audits, and content briefs.
2. Then, we develop a keyword strategy targeting the client’s most profitable terms.
3. Once we finalize the list of deliverables, the account manager creates a task sequence for the team to ensure everything gets done on time.
4. Lastly, we maintain a tracking sheet for all enterprise clients to ensure we stay within budget while meeting—and often exceeding—expectations.

Content Marketing

Content marketing involves creating and publishing valuable online content, such as guides, blog posts, and videos, to attract and engage your target audience.

However, your content marketing could underperform in SEO for various reasons. For example, many marketers think they can just stuff a page with as many keywords as possible—which isn’t how it works.

Unlike run-of-the-mill digital marketing agencies, we have a team of content developers who create original, engaging, rank-ready content.

The team collaborates with content strategists and technical specialists who analyze top-ranking pages, identify word count trends, and find the right subtopics for your target keywords.

Link Building

Google uses links to gauge the relevancy of your web pages. The quantity and quality of these links boost your site’s authority or popularity.

The more authoritative websites cite your pages, the more trustworthy you’ll appear to Google.

Note: The Google Penguin algorithm knows when you use manipulative link-building practices. Poor-quality links will only harm your site in the long run.

Our long-term goal is to turn your website into a link magnet. We do not use spammy tactics like buying or trading links. We focus on link-building opportunities with high conversion rates.

Local SEO Services

Local SEO improves your local search visibility. Localized organic search results depend on these factors:

• Relevance: Does your local business profile match users’ queries?
• Prominence: How well-known is your business offline? Do the online reviews and ratings reflect your business’ offline popularity?
• Distance: How far is your business from the location-modified term a searcher used?

Google has been increasingly optimizing its search algorithm to facilitate local searches.

The good news is that our SEO strategy focuses on location-based targeting before general targeting to generate the highest returns for your practice.

One of the first things we’ll do is verify whether your website is set up to target the correct location.

Intelligent Keyword Research

The keywords you target can influence the effectiveness of your SEO campaigns. Fortunately, we have full-time researchers who constantly monitor shifts in the algorithms, helping us determine keywords Google and other search engines are favoring.

But we do more than that. We also:

• Analyze harmful web assets related to keywords, so you know your online reputation
• Perform competitor and market research to outperform your fellow surgeons on their ranking keywords
• Repair previously targeted keywords
• Identify and incorporate high-converting keywords into your web pages and content

On-Page Search Engine Optimization SEO for Plastic Surgeons

On-page SEO (on-site SEO) optimizes your plastic surgery website to improve organic search rankings and traffic.

On-page SEO fine-tunes these elements to ensure your website radiates authority, expertise, and credibility:

• Headlines
• Images
• HTML (hypertext markup language) tags, such as title, meta, and header

Our SEO services involve a comprehensive strategy for on-page optimization, including high-quality content creation and technical SEO adjustments.

Every web page has two parts, and both contain specific on-page factors:

• The head section, which you can’t see:
  • Title tag
  • Meta description
• The body section, which you can see:
  • Headings (with Heading 1 or H1 being the biggest heading, Heading 2 or H2 being the second biggest heading, and so on)
  • Text (the only thing Google can read)

Additionally, when it comes to on-page SEO, there are some general rules to remember to help communicate your web page’s primary message, such as:

1. The more important the keyword is, the closer it should be to the start of each section.
2. Stuffing too many keywords on your page is a spammy method that can result in Google penalties.

We ensure the application of these fundamental rules when improving on-page elements by accomplishing the following tasks:

• Perform deep keyword research.
• Create well-researched content briefs that will guide our content specialists.
• Conduct regular technical inspections to help Google index and rank your site.
• Formulate a data-backed content strategy.
• Check the quality of links to your site.

Blog and Content Creation

We’ll say it again because it’s necessary: Your articles and blogs significantly impact driving attention to your plastic surgery clinic and establishing your authority.

Engaging and informative content can vividly highlight your unique plastic surgery services and demonstrate your expertise to potential new patients.

Say you’re confident in your writing skills or prefer your blogs and articles to reflect your exact tone. In that case, we support you in creating your content.

But let’s be real: Crafting high-quality, original content takes time.

If you’d rather spend your time doing other tasks, like providing consultations to potential patients, consider our professional content marketing services. We’ve got you covered.

Our digital marketing team will audit your existing materials, identify high-value opportunities, and craft blogs and articles that hit user intent.

Strategic Marketing

Plastic surgery marketing is an investment with long-term payoffs.

While you’re willing to spend on performance, you don’t have to break the bank to achieve significant returns.

You only need to work with the right team that analyzes, interprets, and leverages extensive data to craft a top-tier SEO strategy.

Our CIO (Chief Innovation Officer), Anish, oversees all search research and development. In the SEO world, he’s the guy you want on your side.

Few individuals globally can handle SEO with the finesse of statistics, segmentation, and data modeling he brings.

Here’s how we achieve sustained quality results for our clients:

• Our full-time researcher spearheads our process, diving into significant algorithm changes and dissecting client campaigns against our trusted dataset.
• Once we notice a shift, our specialists kick into gear, brainstorming and conducting tests to pinpoint the exact change.
• If the change is substantial, we fine-tune our campaigns to maximize the advantage.
• Our optimization efforts don’t stop once we’ve secured rankings for your keywords. Our relentless keyword research and ranking adjustments continue for as long as you’re on board with us.

Business Listings

Google any product- or service-specific keywords related to your business. Then, add a location-based modifier to your search. What do you see?

Chances are, you see a lineup of local business listings and a map showcasing their physical addresses courtesy of Google Maps.

This online bulletin is called the map pack or local pack. A local pack appears at the topmost part of search results for local searches.

Getting to that list is one of the best, if not the best, ways to establish your local online presence and boost revenue.

Web Page Optimizations

Potential patients don’t stroll into plastic surgery clinics for a leisurely browse as they might when shopping for clothes or furniture. Today’s patients search online.

What if they don’t spot your site at the top of those search engine results? Or worse, what if they do, only to encounter pages with mediocre content and a confusing website layout?

You guessed it—potential high-value clients slip through your fingers.

That’s why we don’t treat your plastic surgery website as just another digital asset you may or may not need. Instead, we see it as your digital lobby—a space to entertain visitors and turn them into valued clients.

Our digital marketing efforts aim to optimize your site’s conversion potential. We’ll help you:

• Produce insightful content that helps your visitors understand your practice and procedures.
• Ensure your website features a user-friendly design that searchers can easily navigate regardless of their devices.
• Incorporate high-quality visual assets throughout your site to showcase your work, such as a before-and-after photo gallery of your procedures.

Matching NAP With Google Business

You want your NAP data to be 100% consistent on all platforms, including the following:

• Your website
• Online directories
• Local listing sites
• Google Business Profile or GBP profile

GBP is a free tool you can use to:

• Manage the way your practice appears on Google Search and Maps.
• Connect with existing and potential clients.
• Post business-related updates.
• List your products and services.
• Accept online orders.

Updating outdated citations is an excellent way to ensure NAP consistency.

Homepage Content

Your homepage is the central hub of your website. As such, it should have good content describing your practice and functioning links to internal pages, such as locations, the services you offer, and practitioners.

You know you’ve created effective SEO content when it is original, data-informed, and compelling.

Our content team writes articles based on a well-researched content brief. Before publishing the content, our writers and editors ensure the article is exceptional, informative, and engaging.

Many people believe that stuffing keywords into fresh content is the key to a successful SEO strategy. They couldn’t be more mistaken.

Google’s ever-evolving search system and algorithm have gotten pretty adept at weeding out clickbait-heavy posts and nonsensical web copy.

Meanwhile, the way we craft articles ready to rank on Google is straightforward. We listen to what Google’s top-notch engineers say and integrate their recommendations into our content.

Rich Formatted Content

Our content team writes articles based on our analysis of the top 20 results for your target term. This investigation helps us determine these factors:

• Questions searchers ask
• Terms and frequency (minimum and maximum frequency to ensure natural language)
• Cannibalization analysis (cannibalization happens when two or more pages compete for the same search term)
• Clear content to keyword match
• Word count
• Search intent related to your target head terms
• Content type

Matching Keyword Phrases

Google’s search system and algorithm are leagues ahead of what most marketers assume.

Ditch the outdated keyword-stuffing tactics. To succeed, you must follow a system that uses keyword phrases that match search queries. And that takes a math-heavy strategy and field-tested analysis tools that only a research-driven agency like us could provide.

Image Optimization

Visual assets, like photos and illustrations, may work well for your social media marketing campaign as they help showcase your services effectively.

For instance, prospective patients may want a sneak peek of your clinic and its amenities before they schedule an in-person consultation with you.

It would be helpful if you could feature before-and-after photos of previous patients (with their consent). This way, prospects can see the quality of your work.

Website Speed

Site speed (how quickly visitors access your website) affects your search engine ranking.

However, while site speed is a ranking factor, it affects your page’s relevance less than other on-page factors, like a title tag, heading tag, body text, and link anchor text.

Mobile Optimization

Mobile device optimization is a part of our holistic SEO packages. We use specialized tools like PageSpeed Insights (PSI) to ensure your website meets Google’s mobile usability and ranking requirements.

PSI evaluates users’ experience of a page on both mobile and desktop. This tool provides actionable suggestions for improvement using these sources:

• Lab data to help with debugging issues
• Field data to capture real-world user experience

Contact Information

Ensuring visitors can contact you is an excellent way to generate leads and build trust.

For example, displaying accurate contact details, like your phone number, social media profile, email, and business location, makes you look accessible and may help boost your reputation.

On the other hand, inaccurate contact information on your profile might not directly harm your local rankings.

Picture this: Someone tries to call your shop, only to be repeatedly greeted with “Sorry, wrong number.” This scenario will likely lead to a negative review from one unhappy potential customer.

Google Business Page

GBP (Google Business Profile) displays your local practice in the map pack (if you’re a top match) with a Google Maps-powered guide to your clinic’s address.

Maintaining a GBP helps you bolster your brand reputation with reviews, improve your visibility on Google, and control your business info.

We can help you register a GBP if you don’t have one. We’ll ensure your GBP features essential info, including address, contact details, language, currency, and links from local sites.

Single Listing

You might want just to have one listing. For example, you might want to focus on your Google Business Profile.

Many businesses struggle to manage multiple listings since tracking and monitoring them takes time.

Avoid Penalties

Our 360-degree SEO audit is an in-depth website analysis to uncover penalties and other site errors that prevent your site from ranking well.

During the preliminary SEO technical audit, we look for the following site issues (if there are any):

• Thin or duplicate content
• Indexing and crawlability problems
• Low PageSpeed scores
• Redirect checks

Email Address

Ensure your Google Business Profile is connected to an email address within your website’s domain. This straightforward step can help verify your business.

Verification

Your GBP should be verified. Your business profile might not appear in searches if not verified with Google.

Matching Name

Ensure your business name is accurately represented to make it easy for potential clients to locate your business online.

Your name should mirror your practice’s real-world name, as it is consistently used on your storefront, stationery, and website and recognized by clients.

Matching Address

Your practice should feature an accurate address or a precise service area to describe your business location.

Note: Google doesn’t allow the use of PO (post office) boxes or mailboxes in remote locations.

Local Phone Number

Your profile should contain a phone number connecting to your business location. Google recommends using a local phone number instead of a central call center helpline number whenever possible.

Business Category

Categories are like the roadmap for your customers, guiding them straight to what they need.

Here are things to consider to make your business information accurate:

• Stick to a few categories that show what your practice is all about.
• Make your categories as specific as possible while still representing your main business.
• You may use specific categories but don’t lose sight of your practice’s main goal.
• Never use categories that are not yours, including those related to nearby or other related businesses.

Locations

One of the first things we check for a new client is whether their website is set up correctly for their target location.

If you have multiple locations for your practice, don’t worry. We can provide search engine optimization services for every branch where you have a physical address.

Introduction

Your introduction is essential for the effectiveness of your content. So avoid spammy content and offer genuine, unique information. This type of content signals to search engines that your site is credible and valuable.

Photos

You can also upload visual assets that describe your plastic surgery practice and show it off without explicit photos of before and afters.

Regular Posting

Consistent posting boosts your visibility and keeps your audience engaged. Unfortunately, plastic surgeons often forget this strategy.

So, keep your website active with posts. Regular posting is a clear sign of your ongoing presence and engagement.

Step 1: Identify the Core Service Areas of Your Plastic Surgery Practice to Create Website Architecture

Search engines understand content through the structured data entered into a webpage. This info is often referred to as “schema markup.”

We analyze the latest information regarding impressions and traffic and provide recommendations on effectively managing your page content moving forward, including:

• Pruning, refreshing, or rewriting blog and resource content that no longer generates traffic
• Building on existing resource content, especially web pages targeting brand terms
• Improving interlinking, content structure, and delivery to ensure content credibility

Step 2: Make a List of Target Keywords That Align With Your Clinic’s Practices

We get the data for the keywords that have the best probability of ranking through the following sources:

• Client’s questionnaire
• Search term report
• Competition report
• Suggested keywords from Google, Semrush, and Ahrefs

Step 3: Cluster Keywords in Each Service Area to Determine What Topics to Create

Keywords are the linchpins between search queries (what people seek online) and your products or services.

We focus on location-based targeting before general targeting. Why? Because while general keywords may drive decent traffic, the conversion rate is extremely low.

We fine-tune your content for Google by peppering in geo-targeted, industry-specific keywords across the URL, HTML tags (like headers, titles, and meta descriptions), and throughout the body.

Then, we follow SEO-focused guidelines for future blog content creation and do the following (when applicable):

• Improve content tone.
• Restructure content categories.
• Improve internal linking strategy.
• Improve the content’s general credibility.

Step 4: Create a Content Calendar and Prioritize Your Practice’s SEO Efforts

Scaling content production is an ever-present challenge for many large enterprises.

Some companies address this issue by atomizing their content. They develop and segment a long content piece into additional topics.

As for us, we don’t repurpose or reuse existing content word for word when writing an article.

That said, beginning with a broad topic and then narrowing it down into smaller, more specialized niches could work well for your SEO.

This strategy allows you to leverage that initial idea into a comprehensive collection of articles, effectively filling up your editorial calendar more efficiently.

Some websites atomize content through various content pieces and repurpose the source into other formats, such as guest posts.

As part of our content strategy, we also produce various content types, like guest posts (articles made to be published on a third-party blog or website). That said, we only write 100% fresh and compelling articles.

Step 5: Establish a Content Production Process, SOPs, and Content Briefs, or Hire an Agency

One critical problem that massive websites have to deal with involves workflow management.

But this won’t be an issue when you partner with us because we follow a logical, systematic, and multi-step approach when developing SEO campaigns.

Here’s our standard operating procedure (SOP) for SEO:

Create Solid Content Briefs

Content briefs play a pivotal role in SEO for several reasons. First, they provide a roadmap for creating high-quality, relevant content that aligns with the client’s objectives and target audience’s needs.

By outlining key topics, target keywords, and content structure, content briefs ensure that the content produced is focused and optimized for search engines.

Second, content briefs help maintain consistency across content creation efforts.

We have content strategists who collaborate with our technical specialists when developing research-based and keyword-optimized content briefs.

Devise a Suitable Timetable for the Dissemination of Materials

We craft a keyword strategy customized to the client’s most lucrative terms. Once we set the deliverables list, the account manager takes the reins, laying out a step-by-step

plan for the team to ensure we hit every milestone on time.

Establish a Systematic Process for SEO Duties

We closely monitor our plastic surgery clients’ cases with detailed tracking sheets, ensuring we deliver within budget while aiming to surpass expectations.

Unlike some other agencies, we don’t gamble with the SEO process. Our stellar results are due to our logical, methodical, and systematic approach.

Step 6: Create SEO-Optimized Content for Service Pages and Blogs for Your Practice’s Website

Through our SEO service, we’ll create optimized articles containing a target number of keywords that we maintain monthly.

These keywords should be relevant to your plastic surgery practice to help searchers find your content.

Our technical SEO audit ensures that your website environment is sound and fully optimized, enabling you to attract more targeted organic traffic.

Attention to detail is a must here. A systematic approach that examines every aspect of your site will significantly improve your SEO viability.

Step 7: Optimize Your Practice’s Internal Linking

Internal links direct users from one page of your website to a target page within the same site.

We structure internal links within your website to help users find specific information and access your most relevant pages efficiently.

Step 8: Acquire Backlinks and Local References for Your Practice’s Website

A backlink, also called an “incoming link” or “inbound link,” is a virtual bridge between two or more websites.

Think of these incoming links as an endorsement from one website to another. The more backlinks your website receives from authoritative sources, the stronger its online authority.

We constantly research, outreach, and maximize linking opportunities. Here are three things we do for our link-building strategy:

• Craft a strategy to select your website’s perfect sites, link types, and target pages.
• Keep the hunt for fresh link opportunities ongoing.
• Stay in touch and nurture relationships with potential sites, from the initial email to ongoing discussions and placements.

Take one of our clients, California-based practice Tahiri Plastic Surgery, for example. We’ve optimized the following local search ranking factors to enhance the business’ online visibility in local searches:

• Internal and external linking elements
• GBP listing
• Consistent NAP (name, address, and phone) citations
• Localized on-page factors
• Online citations

Step 9: Optimize Page Speed and Website Experience

User experience (UX) plays a pivotal role in achieving SEO success instead of just being an optional feature. Even first-rate content falls flat if visitors can’t navigate your site smoothly.

Google understands this concern. Mobile-friendliness, for instance, is a key ranking factor in Google’s book.

Fortunately, mobile device optimization is a part of our holistic SEO packages. We use specialized tools, like Core Web Vitals and PageSpeed Insights, to ensure your website meets Google’s mobile usability and ranking requirements.

Core Web Vitals refers to metrics measuring user experience, specifically loading performance, interactivity, and the page’s visual stability.

Step 10: Track Rankings Using Google Search Console

This freemium service lets us do the following:

• Ensure Google can crawl your website without a hitch.
• Unearth any snags in your site’s indexability.
• Dive into your Google Search traffic data.
• Stay in the loop with alerts for spam, indexing, or other site issues detected by Google.
• See which sites link to your website.

Step 11: Optimize Your Practice’s Local Google My Business Account

Google My Business (now Google Business Profile) is essential to local search success today. By being recognized as a legitimate business, you can secure a spot in Google’s local SERP sidebar.

Now, consistency is key with GMB. Ensure the information you share there matches what’s on your website, and keep your NAP citations aligned.

If your GMB details sync with your website and local citations, Google is likely to consider your business legitimate.

Step 12: Invest in the Right Tools to Set Up the Structure, Create a Process, and Optimize Content

Everything we do and suggest is tailored to your current situation, budget, and opportunity. We don’t do what most agencies do—put you in an off-the-shelf SEO process and hope the plan works.

Here’s what we do during the search planning stage:

• Conduct initial keyword research
• Finalize keyword queue
• Prepare keyword suggestions template

We understand that every client has different needs, so every solution we come up with is based on the collaborative effort of our sales, technical specialists, content strategists and developers, and account management team.

Step 13: Focus on the Ultimate Goal: Leads and Conversions

We know the four numbers that matter to you:

• Leads
• Cost per lead
• Consults or sales calls
• Cost per consult or sales calls

Here’s one example: Facial Plastic Surgery Institute, a Texas-based medical center focusing on facial plastic and reconstructive procedures, first came to us with only five leads per month on Google Ads.

Now, the institute gets at least 40 leads monthly at just 40% of the lead acquisition cost! Look at the numbers:

Here’s what this data means:

• More leads mean more potential plastic surgery clients for the institute.
• Achieving a top 3 Google ranking ensures the institute’s pages appear prominently in the SERP, significantly enhancing its search visibility.
• Reducing the average CPC (cost per click) translates to spending less for each site visit, leading to improved returns on investment.
• A conversion, defined as an action taken in response to a campaign, may vary depending on the client’s objective. For example, more conversions could mean an increase in inquiries.
• Decreasing the cost per conversion results in more efficient ad campaigns, reducing lead acquisition costs for the institute.

Ensure Your Clinic’s Google Business Profile Is Completely Filled Out

Completing your profile on Google is essential for visibility. While Google’s score provides a baseline, it is essential to invest the extra effort and optimize strategically.

Maintain a Consistent NAP (Name, Address, and Phone Number) for Your Plastic Surgery Practice

Consequently, it would help to fix any NAP inaccuracies related to your business. These issues include citations you can change (for instance, your NAP on GMB) or citations only others can change (for example, a local resource page mention).

Establish a Routine for Asking for Reviews

Nothing beats word-of-mouth (WOM) marketing when it comes to turning interested prospects into actual clients. We know this fact firsthand. Most of our clients are referrals from satisfied clients and other agencies.

Does WOM’s converting power mean you should just stick to the good old-fashioned in-person word-of-mouth referrals? Not exactly.

As internet usage becomes accessible, more and more people share their thoughts about brands, products, and businesses online. This “electronic word-of-mouth” significantly affects consumers’ buying decisions.

Potential plastic surgery patients are like other consumers—their “buyer” journey begins with research.

Testimonials and online reviews are significant factors in how they decide. So, one way to scale your practice is to grow your online reviews actively.

Get Backlinks From High-Quality Websites That Will Help You Rank Higher in the Map Results

We help key stakeholders understand link-building’s real-world impact. Link-building is all about earning, not buying links (unless you want search engines to penalize your website).

Our link acquisition process focuses on finding relevant authority websites and blogs using various tactics, including the following:

• Guest post campaigns
• Unlinked mentions
• Broken link-building campaigns
• Resource page campaigns
• “Skyscraper” outreach campaigns

The quantity and quality of backlinks (links to your pages) help Google decide whether you’re a top brand.

On the other hand, artificial, misleading, and manipulative links spell trouble for your ranking goals. They might even set off Google’s zero-tolerance policy for spammy links.

Instead of an endorsement, the search engine will penalize you or, worse, ban you entirely from the competition.

Start Using Google Posts

With the Google My Business API, you gain the power to craft posts in Google Search across various categories, such as news, events, and offers.

Application programming interface (API) facilitates communication between two applications, linking apps to apps, apps to servers, and apps and servers to consumers.

Practical Application of Search Engine Optimization Experience

You need a strategic partner with real-world expertise to drive genuine growth for your plastic surgery practice.

Partner with us! We’re a team that shares your values and integrates data-driven SEO, paid ads, and social media ads seamlessly into your marketing strategy.

Innovation and Creativity

With the advent of AI-generated content, it would have been easy to jump on the AI (artificial intelligence) content marketing bandwagon.

However, machine-generated content leads to major problems:

• Plagiarism and quality issues
• Still requires human editing
• Lack of personalization and creativity
• Lack of originality (no new ideas)

More importantly, Google typically hates low-quality content.

Google may not be able to confirm if an article is written by a human, but it can flag automatically generated, low-quality, spammy content.

Once auto-generated content is identified, Google may remove the pages of websites containing such material, leading to their exclusion from search results.

You won’t have to worry about these problems with us. We exclusively provide content crafted by human writers.

We ensure the originality of our content using Grammarly and these AI content detection applications:

• Originality.ai
• Copyleaks
• Corrector App
• AI Classifier
• Content at Scale
• Crossplag

A Verified Methodology and Tailored Technique

While we follow a well-defined step-by-step SEO process, we can adjust it to meet your unique needs and objectives.

First, we ask the right questions:

• What are your most important keywords, and why are we targeting additional ones that are not as important?
• What are the primary technical, content, and linking issues affecting site rankings, and what is the ideal way to address them?
• How long will it take to improve your ranking?
• How can you support our SEO efforts?
• If our proposed strategy has a potential downside, how do we prevent it from happening?

Then, we conduct a comprehensive online audit, leaving no stone unturned. This deep digital exploration uncovers valuable insights, paving the way for a customized strategy crafted specifically for your plastic surgery practice.