Bring the Right Laser Eye Surgery Keywords Into Focus with Precision-Engineered Marketing

As a reputable laser eye surgeon, you understand the value of having 20/20 vision all too well. When people see with crystal-clear clarity, they notice crucial details and achieve better outcomes in the things they do.

Likewise, a laser-focused strategy can help strengthen your practice’s marketing efforts, allowing you to get more high-quality leads and high-value clients. 

But as you may already know, being a skilled LASIK (laser-assisted in situ keratomileusis) surgeon, offering exceptional services, and having state-of-the-art facilities do not guarantee a fully booked appointment calendar.

You could be one of the best LASIK surgeons in your industry and still have fewer patients than your peers. cibta

If you’ve tried digital marketing before, you probably know one paid primary reason why there’s a massive gap between what you want (more quality leads and clients) and what you’re currently getting (weak leads and fewer clients than others).

The problem? A weak and ineffective keyword strategy. First, you may be confused about which keywords to rank for to attract leads and gain more consults and patients. 

There are far too many keywords, and you may not have the time or expertise to determine which will drive the most patients to your practice.

Maybe you’ve worked with other agencies before to address this need. Unfortunately, they couldn’t fix your campaign-related problems. Some may have even harmed your marketing prospects.  

These agencies may not know how to select and optimize keywords for your practice. 

 

Maybe the agencies you’ve worked with have consistently failed to deliver their promises. Ultimately, you feel like they just wasted your budget on generic keyword campaigns that didn’t bring in the right patients. 

So, how is Digital Spotlight any different?

Here’s how: As an experienced digital marketing agency, we can help you identify and use the most effective and profitable keywords. We’ll help you target the optimal keywords to attract and convert new patients for your LASIK practice.

 Based on our 15+ years of experience, we’ll use laser-targeted keywords and proven digital marketing strategies to bring a consistent flow of keyword-driven patient leads to your laser eye surgery practice.

We also create customized keyword strategies that address your practice’s specific needs and market—no one-size-fits-all keyword tactics—just what works for you.

And, unlike some digital marketing agencies, we back up our keyword strategies with data. We’ll analyze your market and pinpoint the keywords driving patient growth. And if we can’t help, we’ll tell you upfront.

Are you tired of the same old marketing strategies that never work? Then you’ve come to the right place.  

Let a data-driven, results-oriented agency like us handle your campaigns and see impressive results you’ll unlikely get elsewhere.

What Are Keywords?

One vital metric we observe to determine a campaign’s success is keyword footprint (the number of keywords your site ranks inside the top 100). This factor tells how much your site’s visibility grows at the beginning of the SEO (search engine optimization) process.

The more keywords you rank, the more likely potential clients will know your LASIK clinic exists. 

But let’s define “keyword” first before we discuss how we can boost your online presence. 

Simply put, a keyword is a word or phrase searchers type into search engines to discover relevant answers to their online queries.

As a research-driven agency, we follow a logical and systematic keyword research and marketing approach. That’s why we classify our clients’ keywords into highly specific categories:

Type of Keywords	Description
Core Keywords	Keywords we optimize for clients, including:  Currently targeted keywords: Core keywords we currently optimize  Previously targeted keywords: Core keywords we’ve optimized before and may have already ranked in the top 10 search engine results
Important Keywords	Core keywords the client prefers Can be optimized to achieve specific rankings, even when they’re already on page one of the search results
Next Keywords to Target	Future core keywords we will target, including those that have already ranked in the top 10 due to the spillover effect of our previous campaigns
Search-Related Keywords	Also known as keyword-related terms  Similar and directly related to core keywords  May have achieved improved rankings due to the spillover effects of previous campaigns
Associated Keywords	Also known as additional keywords Nontargeted keywords with rankings that still improve due to the spillover effect

The Best SEO Keywords for Laser Eye Surgeons: What Are the Keywords for Laser Eye Surgery? What Keywords Best Describe Laser Eye Surgery?

As of September 2024, the top keywords for laser eye surgery (based on search volume or number of searches) include:

• LASIK eye surgery
• LASIK eye correction 
• Eye laser treatment cost
• Laser vision correction cost
• LASIK eye surgery cost
• LASIK eye cost
• Laser eye surgery
• LASIK
• Laser operation for eyes
• Laser eye correction
  

Using keyword tools like Google Keyword Planner, Semrush, and Ahrefs, we can find more relevant and profitable keywords that perfectly match your goals.

How Do You Market Laser Eye Surgery?

We can promote your LASIK practice through any or a combination of these services:

• Google Ads management: Our team of Ads-certified pros are trained directly by Google through its development programs. We’ll help you gain more high-converting clicks while keeping costs low.

• SEO: As editorial SEO specialists in Google’s EEAT (experience, expertise, authoritativeness, and trustworthiness) guideline, we’ve got your organic search ranking covered. We can help address your technical SEO, content, or link-building needs.

• Instagram and Facebook Ad management: We can fine-tune your Meta (Facebook and Instagram) ad campaigns to make them as targeted as possible using our proprietary audience analysis and insider knowledge. 

Keyword Considerations

Whether paid or organic (nonpaid), your campaign’s success depends much on targeting the right keywords. 

But you’re probably here because you already understand how crucial keywords are to your marketing efforts. You don’t need another lecture on the importance of keywords.

Instead, you want to learn how to select the most profitable keywords for your laser eye surgery clinic and what factors to consider when choosing which keywords to target.

So, let’s dive right in. Here are five considerations to bear in mind during your keyword selection process:

Location

A considerable volume of Google searches uses location-modified search terms in their queries (for instance, “LASIK surgeon Los Angeles” or “laser eye surgery near me”). 

How huge, you ask? Approximately 40% use local-based keywords. This statistic means that people searching for your services are likely nearby or in the same city or state as your clinic’s physical location.

If your keywords are location-targeted, you can reach and engage a large percentage of potential patients.

But capturing local search queries isn’t as simple as adding a city, a state, or a “near me” to your target key terms. 

It’s a complex process involving an in-depth understanding of each location-based keyword’s user intent, search algorithms, and on-page optimization (strategic use of keywords across your site, including title tags, meta descriptions, and body text).

That’s where we come in. As an industry pioneer and leader with 15 years of experience, we’ve managed over 2,011 businesses across various niches, including many in the medical field. 

We have an in-depth understanding of the best practices in keyword optimization. And, unlike other cut-and-dry agencies, we specialize in digital marketing for surgeons.

Our math-based and results-driven strategy prioritizes location-based laser eye surgery keywords to ensure you achieve the highest ROI (return on investment) possible.

Competitive Landscape

Keyword optimization is a competitive sport requiring laser-sharp focus to win. With so many other businesses to compete against, you should learn to pick your battles (identify which keywords to target now) and plan ahead (know which keywords to target next). 

This scenario applies to healthcare practices, including LASIK clinics. 

As of August 2024, there are 1,481 eye surgery clinics in the United States, and the number will likely increase in the coming years, as indicated by the industry’s market growth potential.

For example, estimates say the LASIK market will grow at a 2.8% CAGR (compound annual growth rate) through 2024. A CAGR measures an investment’s yearly growth rate, assuming it compounds over time. 

If the search or ad ranking competition feels challenging, expect it to become more intense as the laser eye surgery market grows.

But don’t worry, all is not lost. We can help you survive, even thrive, in the cutthroat world of laser eye surgery marketing. 

Our keyword selection process involves comprehensive competitor analysis and market research. Do you want to beat competitors for their top-ranked keywords? We can help you take those top-ranking spots through these services.

Plus, you won’t have to fear getting overtaken by the same or another competitor in the future. 

We’ll also craft a ranking defense plan. With our math- and algorithm-informed strategy, you can sleep better at night knowing that current and future competitors won’t take your first-page rankings from you.

Target Patients

“Know your target audience” may be cliché advice in marketing, but understanding who your prospective patients are and what they’re searching for pays off.  

After all, you wouldn’t want to waste your valuable resources trying to reach people who are unlikely to book a consultation or procedure with you.

So, if your ideal patients are young pros with eye diseases who want laser vision correction, it would be a waste of time worrying whether you’re ranking for “children’s eye surgery.”

Still unsure which keywords to prioritize? We can help refine your keyword selection to target only the most relevant and searched key terms for your practice. 

The result? More targeted prospects will visit your practice’s website even if your lead generation costs are reduced.

Practice Goals

Your target keywords should reflect your practice’s goals. That’s why one of the first questions we ask ourselves during keyword research is
“What are the most important keywords that the client would like to rank for?”

Many agencies have a shotgun approach to keyword strategy. They load and scatter as many keywords as possible into their client’s website without any thought. 

This strategy works—only if you’re promoting your practice in 2009! But the “publish ‘til it hurts” marketing slogan no longer applies. 

 Google has evolved and innovated so quickly that 99% of businesses can’t keep pace today. 

A data-supported, customized marketing plan is nonnegotiable if you don’t want to get left behind.  

Looking for an SEO strategy that actually matches your laser eye surgery practice? You’ll be glad you found us. As an agency founded by highly skilled mathematicians, we’re big on details.

That’s why we always ensure we understand our clients’ goals, needs, and business models before making any recommendations. We listen, learn, and offer advice only when necessary. 

Practice Age

Younger web pages may take longer to rank than older ones because older web pages may have been in the index so long that Google tends to trust them more. 

Knowing when you began trying to rank for keywords can help you set realistic expectations for your marketing initiatives.

How to Create Your Target Keywords

Our SEO team develops a search and keyword plan strategy designed specifically for your laser eye surgery practice to set you apart from the competition.

We’ll do the following during the keyword search planning stage:

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

We understand that your laser eye surgery practice has unique needs, so every solution we devise is based on the collaborative effort of our sales, technical specialists, content developers and strategists, and account management team.

Keyword Formula

Here’s how we’ve optimized thousands of SEO campaigns:

• Our full-time researcher spearheads our team’s expedition into Google’s search system.

First, he excavates the top search engine results pages (SERPs) to uncover topics and their corresponding keyword sets. Afterward, he narrows his search to client-specific topics and keywords with laser precision.

Then, he inspects each website to discover patterns across topics, content, online authority, keywords, and other digital terrains.

He does all these (and repeats the entire process) to identify Google’s preferences, broadly and within particular topics and keyword sets. 

• Second, our researcher monitors internal campaign data and tests them against our predictive model. 

This dataset—fine-tuned over a decade of experience working for thousands of clients—acts like a corrective lens, helping us see Google’s algorithmic shifts more clearly. 

• Whenever a new pattern arises, our specialists work together to test a hypothesis and conduct experiments on our internal sites to identify a significant algorithm update.

Through ongoing testing and optimization, we gain actionable insights to drive real-world results for our clients.

This no-stones-left-unturned approach and the unmatched results it generates make our clients confident in partnering with us.

High-Value Keywords

Here are some general rules to remember that help boost your web page’s online presence:  

1. The more consequential the keyword is, the closer it must be to the beginning of each section.
2. Forcing too many keywords on your webpage is a spammy tactic that can result in Google penalties.

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

• Performing comprehensive keyword research.
• Creating well-researched content briefs to guide our content developers in writing rank-ready articles.
• Conducting regular technical inspections to help Google crawl, index, and rank your site.
• Formulating a data-supported content strategy.

Niche Keywords

Nearly half of searchers who use one- to two-word key terms do not click on the first Google search result they see—they refine their query.

Even if these keywords bring a fair share of traffic, they usually have low conversion rates. 

That’s why we ensure we strategically incorporate keywords in meta description tags, keeping in mind that this brief content offers a clear, compelling snapshot of your laser surgery web page. 

We’d be happy to target these keywords if they’re essential for branding or other industry-related reasons. We aim to rank you for every laser surgery keyword so you can totally dominate your niche.

How to Implement These Keywords

Regardless of the keywords you choose, there are a few vital places on your website where they should be included. Here are some examples of how we implement keywords in our managed campaigns:

• • The title of a page: Once we’ve got a priority keyword (or priority keywords), we begin the title tag with that keyword (or those keywords). Why? Google prefers keywords to appear at the start of a title tag.

• Meta description tag: The meta description appears under the title in Google’s search results. This short paragraph allows you to capture user attention. 

Like a movie trailer, a meta description tag should be relevant and unique enough to make searchers want to click and see more.

• URL (uniform resource locator) or your web address: Adding keywords to the URL can benefit your ranking only if it reads naturally and isn’t jampacked with keywords (for us, the limit is two keywords only). 

If you target more than one keyword, stick with the primary keyword or topic for the URL. 

Effective Channels for Laser Eye Surgery Providers: Increased Patient Acquisition With Multi-location PPC Strategy

It isn’t wise to invest your entire advertising budget into just one pay-per-click (paid) marketing method, especially if you want increased patient acquisition.

Say you only advertise on Instagram (IG), and the platform (for some reason) shuts down your IG account. In that case, you could lose your only source of leads (your IG ads).

Where your PPC (pay-per-click) ads appear depends on the advertising product you use.

For example, PPC ads on Google Ads will appear on Google’s ad network. Meanwhile, PPC ads on YouTube will appear on the video-sharing social media platform. 

These multiple PPC channels offer a range of advertising options to choose from.

Utilizing the Top SEO Keywords for Laser Eye Surgeons

Integrating the top and most relevant keywords naturally into your web content can increase your chances of appearing in organic search results when potential patients are searching for services like yours. 

But ranking your page on Google isn’t as simple as forcing as many keywords as possible into your articles or blog posts.

Today’s search systems and algorithms are far more advanced and sophisticated than most average agencies think.

For example, Google will penalize you for using keywords excessively or unnaturally. 

That’s why when researching which keywords to prioritize, we analyze various sources, including:

• Google Ads and product listing ads (PLA)
• Google Search Console (plus other keyword tools)
• Competitor’s rankings

Our analysis of your keyword universe (a compilation of keywords relevant to your field) depends on these factors:

• Our understanding of your practice and products or services
• Monthly search volume data from Google
• Competition levels for each keyphrase or keyword
• The user intent that each key term represents

Search Engine Optimization for Laser Eye Surgery

As a numbers-driven, ROI-focused agency, our SEO service can help grow your LASIK practice by performing these tasks:

• Implementing an ongoing, results-focused keyword strategy
• Planning, developing, and managing original, high-quality, compelling, and 100% human-written articles or blog posts
• Performing an initial technical SEO audit to remove thin or duplicate content and resolve indexing and crawlability issues and redirect checks
• Increasing high-value citations or backlinks from leading eye surgeons in your field
• Bolstering brand reputation through reviews on social media platforms and trusted websites

Conduct Keyword Research

The keywords you target can affect the effectiveness of your marketing campaigns. Fortunately, we have exceptional researchers who constantly track search algorithm changes, helping us identify keywords that rank well in Google and other search engines.

Here’s what you’ll get from our extensive keyword universe analysis: 

• Keyword master list: A comprehensive list of all your keywords and key metrics
• Visibility score: An overview of your current share in the known market
• Notes on SERP features: Info on which SERP features are present or missing for each URL
• Keyword tracking: A snapshot of your latest rankings for all targeted keywords
• List of top competitor domains: A summary of competitor domains and how frequently they appear
• List of top competitor URLs: A list of competitors and how often they appear
• Quick Insights: Keywords categorized into content hubs and spokes

Here’s how the hub and spoke model can work for keyword research:

• Hub: This main content includes your high-volume, targeted keywords that are usually transactional—for example, “Laser eye surgery marketing.”
• Spoke: This supporting content contains lower-volume (longer-tail) keywords that are more informational—for instance, content explaining what laser eye surgery marketing entails and how it can benefit you.  

Focus on Long-Tail Keywords

Users type highly specific or “long-tail” keywords into search engines to refine their queries.

For instance, if you search “LASIK,” that’s a general keyword. On the other hand, “Los Angeles LASIK surgeon for children” is an example of a long-tail keyword. 

Due to less competition, these precise key phrases are more likely to convert (lead to a consult or appointment).

We can optimize your content for Google by strategically distributing location-modified, industry-specific keywords across your website’s URL, HTML (hypertext markup language) tags (like headers, titles, and meta descriptions), and throughout the body.

Then, we follow the best SEO practices to sustain future blog content creation and do the following (when applicable):

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

Use Social Media to Build Links

Social media platforms can help you attract quality links from authoritative sources.

For example, social media channels allow you to share external links, including blogs and articles, which you can use to educate potential patients and drive traffic to your laser eye surgery website.

You can also run surveys to better understand your target audience, establish a trust-based relationship with prospects through engagement, such as comments, and demonstrate your unique qualifications via “before and after” photos of LASIK procedures.

Your LASIK surgery website can get more backlinks, positive reviews, and social mentions as you reach, engage, and add value to your target social media users, raising brand awareness.

Create High-Quality Content: How Do You Produce Valuable Content for SEO?

Through our unique optimization process, we’ll help search engines determine what your content—and, by extension, your laser surgery practice—is all about. 

Search engines use data from search results to determine whether to show your content for relevant keywords.

That’s where we can help you. Our content creation service seeks high-value opportunities based on our keyword universe analysis. Then, we develop or refresh old content based on our in-depth SEO analysis.

Our content team doesn’t craft articles on guesswork, hoping that what they write will resonate with the right audience. 

Instead, our content specialists and editors develop rank-ready articles based on our analysis of the top 20 results for your target key term. This investigation helps us determine these factors:

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

What Jobs Does Your Content Have to Accomplish?

Effective content should be original, SEO-ready, data-informed, and insightful. 

That’s why our content team writes articles based on well-researched content briefs. Before publishing the content, our highly skilled writers and editors ensure that it is plagiarism-free, coherent, and engaging.

Many practices wrongly think cramming keywords into content will make their SEO campaigns successful. But Google’s evolving system weeds out clickbait. 

How do we write rank-ready articles? Simple.

Recognize what Google’s top-notch engineers say about what content adds value to users. Then, follow their updates and recommendations when developing content.

How Can You Measure Your SEO Effectiveness?

SEO KPIs (key performance indicators) are helpful metrics for evaluating the success and effectiveness of an SEO campaign.

To calculate actual ROI (a vital KPI metric), we can insert the data from our campaign into these formulas:

Revenue from organic conversions – SEO campaign costSEO campaign cost100

And,

Organic traffic increase % – cost % Cost% 100

These equations give you a feel for what ROI you’re getting.

But there’s no one way to measure SEO ROI because success isn’t just about numbers. For instance, increased brand awareness and keyword ranking also show the ongoing value of SEO.

What Are Some Technical Barriers to SEO?

Our 360-degree SEO audit is a fairly comprehensive website analysis to unveil penalties and other technical errors preventing your site from ranking well.

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

• Thin or duplicate content
• Low PageSpeed Insights (PSI) scores
• Indexing and crawlability problems
• Redirect checks

PSI is a tool to analyze your web page’s performance on desktop and mobile devices. 

What Is the Most Important Factor When Producing SEO Content?

One of the most important factors to consider when crafting SEO-ready content is its ranking prospects. Will it rank on organic search results?  

After all, it won’t matter much if you have engaging content that doesn’t reach your target readers or patients.

Search engines rank pages based on content relevance, domain authority, and on-page elements.

But how do they sift through hundreds or thousands of sites quickly? The answer: sophisticated search systems and algorithms.

For instance, when someone types a LASIK surgery query into Google, its algorithm scans the index. Then, it serves up the most relevant laser eye surgery pages.

Google rolls out thousands of core updates to its algorithm every year. These updates can subtly, and sometimes unexpectedly, impact your site’s ranking.

Fortunately, our SEO strategy can detect even the smallest changes, helping you stay on top of Google’s search system shifts.

What Is Content Marketing?

Content marketing is creating and sharing valuable, relevant content to attract and engage your target audience.

Instead of directly (or obnoxiously) pushing products or services, it focuses on solving problems, answering questions, or entertaining web visitors.

This can include blog posts, videos, infographics, and social media updates, all designed to foster trust and connect with your audience and, ultimately, drive profitable customer action. 

What Is Organic Traffic?

Organic traffic refers to visitors who discover your website through nonpaid search results. They visit your site because they clicked on a link in the SERPs that matched their query, not because of paid ads. 

Math-heavy SEO practices, such as keyword optimization, high-quality content, and a well-organized website, fuel this traffic.

Website for Laser Eye Patient Acquisition

When users click on your content link (whether via ads or organically), they must land someplace where you can persuade them to consider and choose your LASIK procedures. 

You don’t just want them to take a glance at your practice. You want them to browse your treatment options so that they become actual patients instead of mere “passersby.”

How do you accomplish this goal? Build a well-optimized laser eye surgery website showcasing your credentials, clinical practice, procedures, and thought leadership.

But that’s easier said than done. True, developing content and hiring a web developer to build a website where you can publish it is a good start. Still, these efforts alone don’t guarantee increased patient acquisition.

The truth is that your website won’t matter much if your pages don’t rank at the top of search results.

That’s where the real heavy lifting starts. 

Every time someone searches online, search engines like Google fire billions of calculations using countless variables.

In other words, math is the backbone of search engine operation. If you want your website to perform its best, you need to utilize the power of those numbers.

That’s why you should consider partnering with specialists like us who genuinely understand the math behind those algorithms.

Our agency has the experience, resources, and expertise to capitalize on every search system and algorithm update. It’s how we achieve results that often leave amateurs scratching their heads.

By the time your competitor catches on, you’re already miles ahead. Here’s how we’ll help optimize your website:

Optimize for a Better User Experience

While user experience (UX) isn’t as vital as SEO factors like on-page and technical optimizations, it isn’t optional.  

Even a well-written, keyword-rich copy loses its appeal if people can’t access it easily. 

Google addressed this concern by listing UX-related factors as ranking factors.

For example, site speed (how quickly users access and navigate your website) impacts your website’s search ranking.

We can help you resolve these issues by ensuring your website is user-friendly.

Make Conversion Easy

Potential high-value LASIK patients don’t usually start their healing journey by visiting physical clinics and inquiring about procedures. They usually begin their research online. 

Your practice should be one of the first LASIK practices users see when “Google-ing” LASIK procedures.

Now, when they see your practice, you must ensure your website contains quality content to encourage visitors to convert (take action, such as book an appointment). 

If you don’t, potential high-value patients will blur out of reach. Here’s what we’ll do to help you get high conversions:

• Allocate advertising expenses from one campaign to another.
• Focus optimization on campaigns with optimal cost-per-conversions.
• Set up a converting campaign with the lowest cost-per-conversion.

Educate Visitors With Robust SEO Content

Google aims to make global information “universally accessible and useful.” The search giant works hard to achieve this objective through ongoing updates in search systems and algorithms.

Google also trains search quality raters to examine whether published content has a reliable E-A-T (expertise, authoritativeness, and trustworthiness).

If your content answers users’ questions directly, Google will likely consider you an authority in the industry. In short, Google only values content that its users find valuable. 

Say Google acknowledges your LASIK surgery practice as an authority. In that case, your website will be at the top of the first search engine results page.

More users will think you are the top LASIK surgeon, and more sites, including industry leaders, will link to your pages, potentially skyrocketing your overall online presence.

Our technical specialists, content strategists, and developers work closely to create original, engaging, and SEO-ready informational articles.

We’re here to do more than just refresh existing blog posts or articles or make slight adjustments.

We’re all about delivering high-value content. We investigate Google’s page one, pinpointing the ideal search terms, word counts, and subtopics tailored to your target keywords. 

We also use a cutting-edge tool that analyzes your competitor’s content and relevant keywords to create articles primed for top rankings.

Mobile Optimization and Mobile-Friendly Design

Fun fact: There are more mobile phone subscriptions (8.9 billion as of 2023) than human beings on the planet (around 8.02 billion as of 2023).

In the US alone, there may be over 310 million smartphone users (as of 2024), with over 96% of the population having a mobile phone.

No wonder global web traffic from mobile devices has skyrocketed in recent years. Studies also show that mobile visitors tend to revisit mobile-friendly sites.

That may be why Google factors in mobile-friendliness when ranking search results. Today, Google’s algorithm verifies whether a webpage is optimized for mobile searches. 

Just because a website appears friendly to mobile devices doesn’t necessarily mean it meets Google’s mobile-friendly standards.

To capitalize on this mobile search explosion, we’ll help make your website friendly to phone users and meet Google mobile usability standards.

We use specialized tools like Core Web Vitals and PageSpeed Insights to ensure your LASIK website meets Google’s mobile usability and ranking standards.

Core Web Vitals measures vital aspects of user experience, focusing on interactivity, the visual stability of your pages, and loading speed.

User-Friendly Design

Do you want your laser eye surgery practice to rank highly in search results? You can begin with a rock-solid website structure and a user-friendly interface. 

A well-built website is foundational to attracting potential patients to your content and, thus, your practice.

Our agency collaborates extensively with a website development team to ensure proper implementation of our SEO requirements.

For instance, when we identify a search algorithm pattern, we experiment with our internal websites until we pinpoint the actual change.

The change can be so significant that our web development partners tweak their site development strategies to leverage our insights.

So, what’s our marketing game plan? We work closely with our web development partners to fine-tune your site for SEO.

Staff Bios

We’ll create a homepage with a “Meet the Doctor” or “Meet the Staff” section to add a personal touch to your laser eye surgery website. 

This section may provide information about you (the doctor) and your team, including:

• Your and your staff members’ complete names
• The universities where you (the doctor) earned your undergraduate and medical degree
• Your and your team members’ certifications
• Your practice’s philosophy
• Nonsurgery-related activities that highlight your practice’s branding and compassionate care

Patient Education Materials and Interactive Tools and Features

Your laser eye surgery website should be more than a dry, academic online resource—it must be an educational hub that engages and informs visitors (potential clients). 

Use simple language to describe your services, their benefits, and potential risks.

For instance, adding content about pre- and post-operative care can help set patient expectations and prepare them for their procedures.

Think of your website as a welcoming guide that walks visitors through their journey, from initial curiosity to final decision. 

By including real patient experiences and regular updates, you make your site not just a destination but a helpful resource. This approach keeps your audience engaged and builds trust, showing that you’re not just offering services—you genuinely care about their needs.

You should make your site more interactive. Add features like virtual consultations or online quizzes to help visitors grasp their needs and explore potential procedures.

These tools provide valuable insights and make your site more appealing and user-friendly. By offering these interactive elements, you make it easier for potential clients to connect with your services and confidently take the next step.

Online Forms

Online forms are essential for any LASIK surgery marketing strategy. They make it easy for potential patients to request information, book consultations, or ask questions. 

A well-designed, user-friendly form may help enhance the visitor experience and capture valuable leads. 

Keep your forms simple and focused, with fields for essential details like contact information and specific concerns. 

This strategy can boost engagement and provide actionable data to refine your marketing efforts.

We use data-driven insights to create your online forms, ensuring they do more than just collect data—they help convert leads into patients. 

With our focus on precision and results, every form submission can bring a new patient a step closer to being treated. Partner with us to turn your forms into powerful lead generators.

Payment and Financing Options

Clear payment and financing options can make a big difference in converting potential patients. Providing transparent details about payment methods, financing plans, and insurance coverage helps patients feel more confident about their financial decisions. 

Highlighting flexible payment options and easy financing plans can make costly procedures like laser eye surgery more accessible and attractive.

Our content team excels at using data to optimize the presentation of payment and financing information. We analyze user behavior to ensure that this information is clear and compelling. 

With our meticulous content creation service, you can turn financial details into a key conversion driver. 

Online Reviews

Nothing beats word-of-mouth (WOM) marketing when transforming prospects into actual clients. We know this fact firsthand. Most of our clients are referrals from happy clients and other agencies. 

Does WOM’s high–converting power mean you should be content with the good old-fashioned in-person word-of-mouth referrals? Not exactly. 

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

Potential laser surgery patients are like other consumers—their “buyer” journey begins with research. Online reviews and testimonials matter to their medical decisions. So, one way to grow your practice is to encourage more online reviews. 

Testimonials and Success Stories

What better way to show off your expertise than by sharing real examples of your procedure’s outcomes?

We can use a set of “before and after” photos that act as visual proof, showcasing your skill and building trust in your laser eye surgery practice.

What’s better than patient reviews? Endorsements from high authority, third-party websites and organizations that vouch for your practice’s credibility.

These third-party sources can assure potential patients of your qualifications, including your training, certifications, awards, and facilities.

For instance, we can help you build a web page highlighting accreditations and credentials, such as the American Board of Ophthalmology (ABO) certification.

FAQs

An FAQ section is crucial for addressing common questions about laser eye surgery. It should cover important topics such as procedure details, recovery times, risks, and benefits. 

Providing straightforward, easy-to-understand answers builds trust and helps potential patients feel more comfortable scheduling a consultation.

We leverage data to pinpoint the most pressing questions and craft engaging responses that resonate with your audience. Our emphasis on results ensures that your FAQ section informs and persuades.

Partner with us to create an FAQ section that builds confidence and drives patient conversions.

Clear Call-to-Actions (CTAs)

A clear call-to-action (CTA) directs potential patients to take the next step, whether scheduling a consultation, contacting your office, or requesting more information. 

Your CTA should be visible, action-oriented, and easy to follow, making it simple for users to convert.

Our content specialists specialize in designing effective CTAs using data-driven insights. We analyze user behavior to place CTAs and craft compelling messages that drive action strategically. 

Work with us to ensure your CTAs do more than just catch the eye. Together, let’s create CTAs that prompt real, measurable results for your practice.

Local SEO

Local SEO can help improve your laser eye surgery clinic’s local search visibility. 

Google decides to evaluate localized search results based on these three factors:

• Relevance: How well does your practice’s local profile match relevant searches?
• Prominence: How popular is your practice offline? 
• Distance: How far is your center from the location term used in a search?

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

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

Suppose you run a LASIK eye center in Beverly Hills, Los Angeles, California. We can help you reach potential patients in your region through local SEO.

Google Business Profile (Formerly GMB) Listings and Citations

Google Business Profile or GBP (formerly Google My Business or GMB) is a free local listing displaying basic business information. GBP 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’ll help you create a GBP if you don’t have one. We’ll ensure your GBP contains these essential details: 

• Address
• Language
• Currency
• Contact details
• Links from local sites
  

GBP is vital to local search success today. Proving you’re a legitimate practice can increase your chances of securing a spot in Google’s local SERP sidebar.

Now, consistency is vital with GBP. Ensure the info you share on your profile matches those on your website, and keep your NAP (name, address, and phone number) consistent.

If your GMB details align with your website and local citations, Google will likely consider your practice legitimate.

Geographical Keyword Strategy

When looking for an eye surgeon, users typically start with local searches. For Californians, think “LASIK cost in LA” or “eye surgery Beverly Hills.”

We can customize your service pages to match these local queries, increasing your chances of ranking high in search engine results.

Optimized Location Pages

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

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

Location-Specific Keywords

As digital marketing evolves, LASIK surgery marketing will likely require a combination of various digital strategies (depending on the client’s situation and needs).

Fortunately, you don’t always have to pick between organic and paid ads. If done right, you can use both simultaneously. Doing so improves your search viability on paid and organic channels.

Just ask Dr. Richard Zoumalan, a Beverly Hills, California, facial plastic surgeon. Through our PPC and SEO services, we’ve helped him achieve the following:

• 1,478% more leads
• 43,700% more appearances in Google’s Top 3 rankings
• 1,473% better click-through rate (CTR)
• 314.46% better conversion rate

Here’s what Dr. Zoumalan says about our work with him:

“I was never the least bit skeptical to work with Ash and Digital Spotlight. Ash, from the get-go, seemed more knowledgeable and found errors that my previous company had made that put me at a disadvantage. Ash helped me build an extremely functional and stylish website that I still use today and took me to the first page for everything that I was trying to promote within a very short period of time. His time is very responsive and very professional.  I have zero complaints and only positive experience with Ash and Digital Spotlight.” Richard A. Zoumalan, MD | Richard Zoumalan, MD, Inc.

Encourage Reviews

No one wants to be a guinea pig. That’s why potential patients prefer surgeons with a proven track record. How do you assure prospects about your competence? Get more reviews. 

The sheer volume matters because it subtly communicates that you’ve already handled many cases (potentially similar to that of a prospective patient).

Here are some ways to get more patient reviews:

• Show preferred review site icons at the reception to prompt quick reviews.
• Get feedback after appointments and request satisfied clients to write a positive review. 
• Add review invites in your post-procedure thank-you emails.

Many review sites are out there, and you won’t be able to cover them all. That’s why targeting the ones your prospects are most likely to visit is crucial.  

This list might include Google, social media platforms (Facebook, Instagram, X, and TikTok), and third-party websites (for example, the popular plastic surgery resource RealSelf and Yelp).

Local Backlinks

Link building is crucial to a winning SEO strategy. Our link-building strategy focuses on links that improve your online profile. 

A backlink is also called an “inbound link” and “incoming link.” It acts as a digital bridge between two or more websites.

Think of these inbound links as votes of confidence from one website to another. The more backlinks your site receives from authoritative websites, the greater its online authority. 

Localized link building slightly differs from traditional link building for other sites. Here, your clinic’s address is relevant.

So, our local SEO focuses on targeting your particular region. We create localized, rank-ready content to drive local links and use localized anchor text to generate the ideal outcomes, like higher domain ratings. 

Localized Content

Insightful and relevant content can attract quality traffic to your website. 

We develop localized content to drive local leads and attract local backlinks. We use location-based keywords containing location-specific phrases to generate results related to a particular geographic location.

Optimize Account Structure

A Google Ads account is like a filing cabinet. Each campaign serves as a drawer with related ad groups stacked inside. Each ad group contains categorized ads and keywords.

Tidying up and structuring your account structure can help you: 

• Keep your ad’s relevance
• Manage your ad budget more effectively
• Discover optimization opportunities

For example, a well-structured account can help you control and fine-tune your bid strategy.

Make a Laser Eye Landing Page

Ads are hooks. They may intrigue potential patients about your practice. 

Still, when they click on your ads, they must land somewhere to explore your services. A well-crafted landing page supplies this need by providing content encouraging them to act.

A landing page highlights your practice’s unique offers, promos, and contact details—all in one virtual space. 

In short, a landing page is your first point of contact for potential clients. 

Do you want to make an excellent impression on first-time visitors? We can help you create a customized landing page that targets the right clients at the right time with the right answers.

Landing Page Copy Tips

Landing pages are specialized web pages that turn casual or interested visitors into leads or conversions.

As such, we create landing page content that addresses potential patients’ unique concerns and persuades prospects enough to make them want to take action regarding your offer. 

We’ll ensure your landing page content aligns with your ad’s message, includes your best offers, and targets relevant people.

We follow a systematic, logical, and creative approach to developing landing page content. If you choose us, we’ll create content that ensures you get more leads for your surgery practice.

Visibility is one of the most vital factors when creating a landing page. If people don’t see it, there’s no point in spending time and money to make it.

That said, design matters, too. That’s why we ensure your landing page resonates with your target audience’s needs and expectations.

We’ll make you a landing page that aligns with your practice’s brand and is tailored to prompt a specific action, whether it’s helping potential patients understand your procedures or nudging them to book an appointment.

This consideration ensures consistency and offers an intuitive user experience, translating to quality scores and boosting search viability.

Suppose you want to convert visitors’ interest into action. In that case, your message should make them feel good about your laser eye surgery practice.

But if your landing page doesn’t appear before the right audience, all your efforts will be wasted.

The good news is that we can help you promote your message through various marketing channels.

From pay-per-click campaigns and social media marketing to YouTube ads and email marketing, we’ll help improve your landing page‘s digital presence and achieve its objective of converting leads.

Social Media Marketing for Laser Eye Surgery

People spend approximately 14% of their waking lives on social sites. Your target audience is likely on social media now searching for services you offer.

Integrating social media into a LASIK surgery marketing strategy can help you capitalize on this huge market.

Social media offers various channels to expand your reach, interact with your prospects, and promote your plastic surgery practice.

Social media platforms allow you to share external links, including articles and blog posts. You can use your social profile to educate social media users and drive traffic to your surgery website.

We can help you leverage social networking sites like Facebook to target your ads precisely, using behavior, demographics, and location to reach the right audience.

Offer Promotions

Do you plan to offer discounts or free consultations? Ensure they match what your clients are looking for. 

If not, they won’t be interested in your program. Understanding your patients’ preferences and giving them exactly what they want is the key to grabbing their attention and keeping them engaged.

Have you already determined the incentives you want to offer? Great. Now, ensure your loyalty programs are straightforward.

Easy-to-understand mechanics keep patients interested and excited for their next reward. Keep the process smooth, and watch your patients stay loyal and engaged.

Host a Social Media Contest

Hosting a social media contest is a fantastic way to boost engagement and attract attention to your laser eye surgery practice. Contests can be as simple as a giveaway where participants share their vision transformation stories or answer a question about eye health. 

The key is to make it exciting and relevant to your services. This strategy may help increase your social media reach, foster a sense of community, and encourage potential patients to interact with your brand.

Collaborate With Other Healthcare Professionals

Collaborating with other healthcare professionals, such as optometrists or general practitioners, can amplify your reach and credibility. 

By partnering with trusted names in the medical community, you gain access to their networks and establish your practice as a reputable choice for laser eye surgery. 

Joint webinars, guest blog posts, or co-hosted events can effectively leverage these relationships and attract new patients.

Use Social Media to Showcase Your Team

Showcasing your team on social media is like rolling out the red carpet for potential patients. Share candid shots, introduce your staff, and flaunt their skills and dedication. 

This personal touch does more than humanize your practice—it builds trust and reassures people about the top-notch care they’ll get.

We specialize in crafting social media strategies that put your team front and center, making them the stars of the show. Our data-driven approach means your content hits the mark and drives real engagement. 

Partner with us to turn your team’s expertise into a magnet for new patients while we handle the online marketing magic to complement your offline efforts.

Creating a Social Media Strategy and Leveraging Social Media for Laser Eye Practices

Did you know the average American manages 7.1 social media accounts? That’s a potential goldmine for prospective patients. 

By establishing a strong presence across various social platforms, you tap into a vast audience, enhancing your practice’s visibility and engagement.

Fortunately, we also offer social media marketing services, which involve leveraging social media channels, including Facebook, X (formerly Twitter), and TikTok, to:

• Expand your laser eye surgery practice’s reach
• Attract prospective patients and drive them toward your services
• Foster meaningful connections through community engagement

Full-Funnel Paid Media Strategy

A conversion funnel refers to a patient’s possible route to a consultation or procedure. The funnel may be divided into three levels with different focus:

• Top of the funnel: Raising awareness for your practice and procedures
• Middle of the funnel: Engaging prospective clients to nudge them to service consideration
• Bottom of the funnel: Endorsing your procedures to move potential clients from consideration to conversion

We’ll help place your clinic’s website right in front of potential clients every time they search for answers about laser eye surgery. 

Our strategy targets searchers who are likely deep in the buying cycle or those interested in your offer. 

We can also craft informative, eye-catching content that guides potential patients from learning about your services to booking an appointment with your clinic.

Content Marketing for Laser Eye Surgery

You should incorporate content marketing into your laser eye surgery practice’s advertising strategy for various reasons. But if we can only select two approaches, they would be:

• High-quality, highly relevant articles and blogs that can improve your search rankings
• Ensure that every content you produce gives you a chance to shine as a laser eye surgery leader, share valuable insights with people, and build trust with prospective patients

That’s why our digital marketing strategies generally involve leveraging our seasoned in-house writers, proofreaders, and editors for content creation. What does this process look like? Continue reading to find out.

Case Studies

We have multiple case studies to show the results we’ve gotten for our clients. Our case studies may include these sections:

• Problem and Diagnosis: We list issues clients have regarding their digital marketing efforts.

Then, we summarize our initial audit findings, including missed errors and technical penalties.

• Approach: We show the steps we took to resolve said issues.

• Outcome: We list the results we’ve gotten after revamping your digital marketing campaigns.

Here’s an example: Facial Plastic Surgery Institute, a Texas-based medical facility that specializes in facial plastic and reconstructive procedures, came to us with only five leads per month on Google Ads. 

Now, the institute gains at least 40 leads monthly at just 40% of the lead acquisition cost! Here are the numbers:

Metric	Start	Latest	Improvement
Leads	25	171	584%
Top 3 rankings (Google)	42	371	783%
Average cost per click (CPC)	$6.09	$2.52	59%
Conversions	5	40	700%
Cost per conversion	$344.55	$54.11	84%

Here’s what this data means:

• Leads are people who are interested in a product or service. More leads mean more prospective surgery clients for the institute.
• Top 3 Google rankings mean the client’s pages will appear in Google’s Top 3 positions in the SERP. In other words, the institute’s search visibility has significantly improved.
• The average CPC is the amount a business spends per click (number of site visits). Reducing its value means improvement. The institute is spending less while getting more and better returns.
• A conversion (an action taken as a response to a campaign) could mean different things, depending on the client’s objective. For example, more conversions may mean more inquiries.  
• Decreasing cost per conversion means more efficient and fine-tuned ad campaigns, reducing lead acquisition costs.

Educational Blog Posts

Think of your blog as a treasure trove of information on laser eye surgery. New advancements in procedures? Debunking common myths? Post-surgery care tips?

These informative posts are gold. They improve your website’s SEO and help ease your audience’s misgivings about laser eye surgery procedures like LASIK.

That said, we don’t make content for the sake of creating content.

We work differently, conducting audits and research to determine content opportunities that meet user intent. For example, creating blog posts that address people’s needs and desires.

Interactive Infographics

Our brains process images 60,000 times faster than text. So, what does that mean for your content marketing strategy? It’s simple: visuals are key. Your content needs interactive elements like eye-catching images to get your message across.

Fortunately, we know how to use every tool to make your marketing pop. From compelling text and stunning images to engaging videos and crisp audio, we ensure your content doesn’t just get seen—it sticks with your audience. 

Work with us to transform your content into a powerhouse of engagement that complements your offline efforts and captures your target audience‘s attention.

Patient Stories

People are tired of ads. After all, they’re everywhere online. So, the best content marketing strategy may not require sales-focused articles and blogs.

Here’s where letting your patients be the stars comes in. Sharing your patients’ success stories fosters trust with potential patients and instills confidence in your laser eye surgery offerings.

And that’s where our content department shines—highlighting patient stories that help potential clients connect on an emotional level and ease any concerns about vision correction surgery.

Email Newsletters

Customized email marketing may help elevate your practice’s outreach and patient connection. We can help your website’s newsletters target and attract new patients through email subscriptions. 

Email campaigns remain a viable way to engage your target audience. Over 4 billion people still use email services daily.

Email marketing can supplement your overall surgery marketing strategy by targeting specific demographics and converting interested readers into new patients.

Even with the rise of innovative digital strategies like viral ads, email marketing remains a reliable way to promote your business. 

Why? Email campaigns let you maintain a steady conversation with your audience, foster trust with new prospective clients, and strengthen ties with existing patients.

By offering valuable, personalized content, exclusive promos, or captivating incentives, we can help you encourage subscribers to become leads, schedule consultations, and book procedures.

Regular Social Media Posts

Our expertise lies in generating qualified leads through optimized Facebook ad campaigns. If you want to increase your client list (not just get more likes and engagement) on your posts, we can help.

After all, our social media marketing services also involve organic posting to reach your desired patients, boost brand recognition, and direct people to your laser eye surgery website and content.

Video Marketing for Laser Eye for Patient Education

A video can speak volumes in laser eye surgery. It taps into emotions, creating a connection that text alone often can’t achieve. 

That’s why video marketing is a must-have tool for many LASIK practices—it brings services to life, helping potential patients envision the results and feel more confident in their decisions.

Fortunately, our digital marketing services include YouTube Ads, and we can handle all the details. Here’s how we can make video ads work for you:

• In-stream ads: These play before, during, or after a video. Viewers can skip after five seconds, but if your ad grabs their attention, it’s a chance to make a memorable impression.
• Discovery ads: These show up as video results when users are searching for related content. As such, discovery ads put your practice before people already interested in eye care.
• Non-skippable ads: These ads can’t be skipped, ensuring your message gets through no matter what.

Our team knows how to maximize the impact of these ads, driving more qualified leads to your practice. Let us enhance your video marketing strategy and ensure your practice gets the attention it deserves on YouTube and beyond.

Explaining Laser Eye Procedures Through Videos

Traditional blogs and articles can help answer people’s questions about laser eye surgery procedures like LASIK and establish your practice as the go-to center for vision correction.

But let’s face it. A wall of text can get boring. Conversely, videos can use cool animations and add spice to an otherwise medical jargon-heavy topic such as laser eye surgery.

So, why not leverage explainer videos in your laser eye surgery practice’s marketing strategy? If you need help creating video content, contact us, and let’s discuss what we can do for you.

You can schedule a no-pitch, no-obligation consultation by calling 310 879 8003 or emailing contact@digitalspotlight.com. You can also visit us at 2450 Colorado Avenue, Suite 100E, Santa Monica, CA 90404.

Paid Advertising for Laser Eye Surgery

Getting into online advertising is the easy part. But choosing from the diverse paid media options? That’s where the real challenge lies. 

Fortunately, we’re here to cut through the noise and narrow your choices to those strategies that could maximize your returns. 

Simply put, PPC (pay-per-click) advertising is an online method in which you pay a specific amount whenever users click on one of your ads.

As a PPC advertising platform, Google Ads offers four products:

• Google Search
• Google Remarketing
• Google Shopping
• Google Display (+ YouTube)

Depending on where your target audience sees your practice, they’ll see different ads.

Target the Right Audience

A marketing campaign must have a well-defined goal and target audience to be effective. You probably already know this requirement from your previous experience with digital marketing.

Increasing your ad spend or buying a thousand-dollar website won’t get you the desired results. Instead, you should be clear about who you want to engage and how you want them to respond to your message.

That’s why we won’t ask you to spend a cent on us until we do our homework—ensure we understand your objectives, situation, and what a “quality lead” means for you.

Use Retargeting

Acquiring new patients is crucial for your laser eye surgery clinic, so our digital marketing strategy includes retargeting campaigns.

This technique involves advertising to users who have previously engaged your site or brand asset but have yet to convert. 

Our results-focused team of Google-trained specialists develops precision-targeted, cost-effective, and high-converting ad campaigns.

We use this unique retargeting strategy to make interested searchers reconsider your services.

Use Geotargeting

Geotargeting can be a game-changer for your laser eye surgery paid ads. It’s like having a spotlight that shines directly on potential patients in your area. 

By using geotargeting, you can ensure your ads are shown only to people within a specific geographic location, such as your city or state. 

This means your marketing budget is spent efficiently, reaching those most likely to be interested in your services and reducing wasted impressions on people too far away.

For example, imagine you’re running a promotion for a special LASIK procedure. With geotargeting, you can set your ads to appear only to users in your local area who have shown interest in eye care. 

This precision ensures your ads are seen by the right audience, leading to higher engagement and better conversion rates.

We leverage data-driven insights to refine your geotargeting strategy. Our approach maximizes the efficiency of your ad spend and ensures your practice reaches local patients who are ready to take action. 

Partner with us to make your paid ads more effective and see real results in your local market.

Highlight the Benefits

Your laser eye surgery ads are all about showcasing the most important benefits to potential patients. Instead of just listing your services, highlight how they solve real problems and improve lives. 

For instance, instead of saying, “We offer LASIK surgery,” you could say, “Experience crystal-clear vision without glasses or contacts.” This approach makes your ad not only more compelling but also more relatable.

Focus on your practice’s key advantages—whether it’s cutting-edge technology, highly skilled surgeons, or personalized care. Show potential patients what sets you apart and how your services can transform their vision and quality of life.

We excel at crafting ads that emphasize these benefits. We use data to identify what resonates with your audience and create messages that drive action. 

By partnering with us, you can turn every ad into a powerful tool for attracting and converting potential patients, maximizing the impact of your marketing efforts.

Address Common Concerns

Google dislikes incoherent content that its users don’t consider helpful. In fact, the search platform will penalize your website for misleading content strategies, like hidden texts and keyword stuffing.

We’ll ensure your content is well-researched and provides meaningful answers to potential patients’ queries.

Test and Refine Ad Messaging

The Google Ads network features four products: Google Search, Google Display (+ YouTube), Google Remarketing, and Google Shopping. Getting the combination right is crucial to getting the most out of your advertising budget.  

The fact is that a high ad spend doesn’t guarantee increased conversion rates and sales. In most cases, if you take your ad expenditures for granted or aren’t testing enough, you could lose money fast.

But if you mix ad products well, you could benefit from a steady flow of qualified leads.

 Our team comprises Google-trained specialists who excel at optimizing Google Ads using advanced statistical analysis, continuous testing, and campaign evolution. We’re dedicated to achieving maximum ROI at the lowest possible cost.

With methodical optimization and relentless testing, we provide ongoing improvements to scale your leads and sales by thoroughly analyzing your entire sales funnel.  

Maximize Return With the Right Account Structure

Google evaluates these factors to determine which business wins an available ad slot:

• Bid: Your bid indicates the maximum amount you’re willing to pay for each click on your ad.
• Ad quality: Your ad’s quality and relevance matter. Google’s assessment of your ad’s quality is summarized in your quality score, which you can track on your Google Ads account.
• The projected impact from your ad assets and formats: Ad assets are additional information that ads feature. This info includes a phone number or link to a web page.

Google predicts the impact of your ad assets and formats on your ad’s overall performance.

• Your ad rank: To ensure high-quality ads, Google imposes the standard for ads to appear in specific positions.
• The context of your ad: Context also matters in ad auctions. When evaluating ad rank, Google examines:
  • The users’s search terms
  • The user’s device type, such as desktop or mobile
  • The user’s location at the time of the search
  • The nature of the search terms
  • The time of the search
  • Other ads and search results displayed on the page

These factors are metrics we track to gauge your ad campaign’s effectiveness.

Google PPC Strategies for Laser Eye Providers

Here’s how our Google-trained specialists set up ads on Google:

1. Define the targets or objectives based on the client’s inputs.
2. Choose or recommend the best Google ad network for the ads.
3. Ask for the budget and assets to be promoted in the ads.
4. Set up the targeting (for example, keywords, demographics, location, and devices)
5. Set up conversion tracking.
6. Ensure that the configuration, such as the ads, structure, budget, and conversion tracking, is set up accurately. Before going live, our team ensures that everything works as expected.

PPC Players Are Big Payers

We’re all about delivering results. Here’s our average return on investment for clients:

• Scaling lead and sale numbers by 83%, with some cases generating four times their expected sales
• Reducing ad waste and slashing costs by 33%
• Bringing down cost per sale by 28%

Smart Bidding

Is your LASIK surgery practice new and small? If so, consider Google’s smart campaigns. This tool automatically optimizes your PPC ads—perfect if you need minimal setup and maintenance.

But that’s not all. Smart campaigns display your ads or “promoted pins” on Google Maps, not just on Google Search, helping your clinic stand out across multiple channels.

Despite these features, we don’t recommend smart campaigns for your laser eye surgery marketing venture. 

Here are some of the reasons why we’re not big fans of smart campaigns:

• Lack of control: Smart campaigns don’t let you choose your campaign type, how they’re optimized, and where your PPC ads show up.
• Limited targeting: The auto-optimization features won’t let you define a target audience based on your criteria.
• Slower results: Unlike traditional Google Ads campaigns, smart campaigns can take several months to show results.

Benefits of Pay-per-Click Advertising

Google Ads runs on a pay-per-click model. Simply put, you only pay when someone clicks on your ad, not just for showing it. This makes it a cost-effective choice for laser eye surgeons, as you only spend money on actual traffic.

But there’s more to it than just saving bucks. Google Ads lets you zero in on your target audience precisely, so your ads reach people specifically interested in laser eye surgery.

This means your budget goes further, bringing in potential patients who are more likely to convert.

With Google Ads, you also get instant visibility on one of the biggest search engines. Your practice can quickly gain exposure and tap into Google’s vast network. 

Partner with us, and we’ll help you make the most of this powerful tool, turning every click into a step closer to new patients.

Digital Reputation Management Best Practices: Reputation Management for Laser Eye Surgeons

As a veteran eye surgeon, you likely understand the essential role of brand reputation in attracting new patients and sustaining patient loyalty.

One way to bolster your practice’s brand image is to get featured on top-ranking web pages.

Some practices manage web assets, like social media pages and business websites, where they promote procedures.

Others position their practice on third-party platforms like online news channels, review sites, and open-source informational resources (think Wikipedia).

Extending your digital footprint using these virtual spaces can help defend your brand image during a reputation crisis.

Our solid ad strategy can help you lay a foundation for effectively responding to a brand reputation crisis.

We have a highly trained team of paid ads specialists who can help make your ad appear at the top of SERPs.

We also develop a ranking defense plan. We’ll clean up the reputation of the key terms you’re already known for and any terms that might affect your brand in the future. 

Every month, 50% of the search terms on Google are brand new. That’s why we’re always a step ahead, ensuring your online image stays positive and polished.

With our math-based, data-driven approach, you can rest easy knowing your ad rankings are safe from being overtaken by the competition. 

We use proven strategies based on the latest industry insights, whether acquiring backlinks or crafting rank-ready ad copy.

Do you want your practice to appear before the right patients at the right time? We’ve got you covered.

You’ll boost your reputation and attract more patients by consistently appearing at the top of SERPs.

Managing Reviews and Feedback: Responding to Both Positive and Negative Reviews to Build Trust

“Bad publicity is still publicity.” In other words, unfavorable reviews aren’t ideal, but they can still attract attention to your plastic surgery practice.

Suppose you don’t track what people say about you (both positive and negative). In that case, review sites can work against your practice.

Fortunately, our digital marketing services include brand reputation management. We’ll highlight positive and neutral evaluations of your practice and procedures and recommend PR (public relations) maneuvers to help drown out negative reviews.

Hosting Webinars and Q and A (Question and Answer) Sessions for Your Laser Eye Patients

People are now proactive regarding their health, and the internet is where many of them go to satisfy their craving for knowledge.

With webinars and Q and A (question-and-answer) sessions, you can share your laser eye surgery wisdom and position yourself as a trusted leader in the vision correction sector, including the LASIK industry.

Is hosting live events the best move for your laser eye surgery practice’s marketing campaign? Call 310 879 8003 or email contact@digitalspotlight.com to find out.

Engaging Potential Patients by Answering Their Queries

Being responsive and informative is key to attracting potential patients. Answering common queries and providing valuable insights build trust and demonstrate expertise. 

Create a section on your website or social media channels where you address frequently asked questions about laser eye surgery. This will not only help potential patients make informed decisions but also establish your practice as a knowledgeable and approachable resource.

Our agency excels in crafting content that directly addresses patient concerns and questions. We use data-driven strategies to ensure your responses are clear, relevant, and engaging. 

Let us help you turn patient queries into opportunities for connection and conversion, making your online presence a go-to resource for laser eye surgery information.

Positioning Yourself as a Thought Leader in the Laser Eye Industry

To stand out in the laser eye surgery field, you must be a thought leader. Share your expertise through blog posts, videos, and industry insights highlighting your knowledge and innovative approach. 

By consistently providing valuable content, you engage potential patients and build credibility and authority in your field.

Our agency specializes in creating thought leadership content that sets you apart from the competition. We analyze industry trends and patient interests to deliver content that showcases your expertise and drives engagement. 

Partner with us to elevate your practice’s reputation and attract patients who value your insight and leadership.

Community Engagement and Outreach for Laser Eye Practices

In today’s landscape, digital marketing is king for promoting your laser eye surgery practice. However, you shouldn’t underestimate the power of shaking hands and building relationships in your backyard.

After all, actively engaging with your local community is a fantastic way to build credibility and trustworthiness, spotlight your skills and expertise, and generate referrals to keep your practice running.

Here are some ideas to get you started:

Local Sponsorships and Partnerships

Partnering with local sports teams, community event organizers, or organizations is a smart strategy. Sponsoring these activities is your chance to be the friendly face in the crowd, showing you’re invested in the community while boosting your practice’s visibility.  

It’s not just about slapping your name on a banner. It’s about getting noticed by potential patients who see your support as a sign of credibility and care. 

By diving into local sponsorships, you’re not only supporting valuable community events but also placing your practice front and center where it counts. This approach builds trust and fosters relationships with future patients in a meaningful way.

Free Vision Camps

Organizing free vision check-up camps or sessions for laser eye surgery awareness is an excellent way to demonstrate your dedication to eye health and establish yourself as the go-to resource for vision correction.

Think of these free camps as a chance to make a positive impact and introduce your laser eye surgery practice to people considering eye care options like LASIK.

Collaborate With Local Businesses

As they say, “It takes a village.” So why not collaborate with local businesses like optical shops or fitness centers to cross-promote your services?

By collaborating with these establishments, you benefit from shared audiences and increased exposure. It’s like combining forces to cast a wider net—your practice gets introduced to their clients, and vice versa. 

This kind of partnership broadens your reach and builds valuable local connections that can lead to more patient referrals and community recognition.

Participate in Community Events

Health fairs, charity runs, and community festivals are excellent opportunities to put your laser eye surgery on the map—on the radars of people looking for solutions for their eye problems.

Remember, every interaction is a chance to raise awareness about LASIK and other laser eye surgery procedures, showcase your unmatched skills and expertise, and drive patients toward your services.

Educational Workshops

If you’ve got the resources, why not host workshops or seminars on eye health, LASIK benefits, and the latest in laser eye surgery?  

It’s like opening your practice to the public to show off your expertise and passion. This approach builds your reputation as a thought leader and creates trust with potential patients, who may see you as the local authority on laser eye surgery.

While we don’t offer offline event management, we’re experts at driving online traffic and engagement. Let us help amplify your thought leadership through targeted digital marketing strategies, ensuring your practice stands out and attracts the patients you want.

Support Local Charities

Contributing a portion of your profits to support a local charity event, volunteering your time or your team to help with a community project, or any activity related to “giving back” resonates well with people.

So, by demonstrating corporate social responsibility, you’re fostering goodwill and trust among potential patients. Who knows? Your charitable acts might become the deciding factor for some people.

Referral Programs

There are plenty of ways to show your patients that you appreciate them, and launching a referral program is excellent. Think of it as giving a high-five to your patients while also growing your practice. 

Offer incentives like discounts or rewards for every new patient they bring in. It’s a win-win: you attract new faces to your laser eye surgery practice, and your current patients get something nice in return for spreading the word about your services.

We specialize in turning these ideas into actionable strategies that drive results. Let us help you set up and market a referral program that rewards loyal patients and boosts your patient base.

Gaining Insights With Data-driven Marketing 

Our agency is different from the herd because our advertising and marketing strategy doesn’t run on speculation. We follow the math where it leads.

We dive into numbers and large-scale data because our founders aren’t just no-nonsense businesspeople. They’re also math specialists. 

Our CIO (chief innovation officer), Anish, leads our research and development. He’s the guy you want in your corner if you want to outsmart the competition.

Very few people worldwide craft ads using multi-variant testing, statistics, and data modeling.

When you work with us, you get access to a multi-million dollar dataset built over 15 years of managing nearly 2,000 client campaigns. We use the info from these tools and techniques to develop targeted ads that convert.

Our work continues after we’ve helped you rank your ads. We fine-tune your campaigns to keep you getting more leads while lowering your ad spend.

What to Avoid When Marketing Your Laser Eye Services

On the technical side of marketing, there are various things you should avoid when promoting your laser vision correction services, such as spamming the web with low-quality content or focusing on clicks instead of leads.

On the ethical side, violating the guidelines set by the Federal Trade Commission (FTC) and the Food and Drug Administration (FDA) will harm your marketing prospects and result in disciplinary action.

In September 2002, the AAO (American Academy of Ophthalmology), ASCRS (American Society of Cataract and Refractive Surgery), and ISRS/AAO (the International Society of Refractive Surgery of the American Academy of Ophthalmology) released a joint statement regarding refractive surgery ads.

According to the document, the FTC examines a patient’s testimonial or endorsement in two ways:

1. As an indirect claim about the procedure’s safety, health benefits, performance, and effectiveness
2. As a claim that the patient’s experience represents the typical experiences of the physician’s patients (unless the ad discloses the general outcome of the procedure)

So, advertisers cannot make indirect claims using testimonials that they could not support if made directly.

Refractive surgery patients have different needs, goals, and preferred surgical outcomes.

As such, ads cannot replace the discussion between the potential surgery patient and their ophthalmic surgeon. 

This interaction ensures that the patient’s needs, expectations, and concerns are addressed before these clients undergo any procedure.

The FTC and FDA monitor the use of words like “safe” and “safe and easy” as some advertising materials fail to disclose the significant risks associated with specific procedures.

Ads that use “safe and easy” to describe LASIK are generally inappropriate, especially if they don’t include risk disclosures. 

Misleading safety claims may be subtle.

Suppose an ad states that a PRK (photorefractive keratectomy) laser vision correction “doesn’t involve knives or cuts to the eye.” In that case, the ad would be true but potentially misleading. 

PRK procedures use excimer lasers instead of blades (true). Still, the ad’s claim seems to suggest that PRK is a noninvasive procedure (not true).

An acceptable ad could be: “The FDA has determined that the use of excimer laser is safe and effective for LASIK.”

When we manage your marketing and advertising campaigns, we can help ensure they follow this legal document to the letter.

What Does the Future Hold for Laser Eye Marketing?

The future of the LASIK surgery industry is bright. In 2023, the global market size of LASIK eye surgery was valued at $2.3 billion (US dollars). 

The LASIK industry’s value is expected to grow exponentially in the coming years, with estimates predicting a CAGR (compound annual growth rate) of 5.12% between 2023 and 2033.

As of July 2024, 700,000+ LASIK procedures are performed in the United States yearly.

Staying on Top of Laser Eye Marketing Trends Is Essential

The Clinical Opthalmology journal reported that in the past 25 years since 2021, it’s estimated that about 20 to 25 million eyes have undergone treatment, with fewer than 800,000 eyes being treated annually in the last decade. 

  Due to growing demand, the LASIK market share will only increase as eye surgery technology advances and more surgeons specialize.

Word-of-mouth referrals, reviews on social media from former patients, and communication messages that a promising procedure at an affordable price is available to help with refractive errors are also essential to increase the number of patients seeking treatment. 

This growing demand could only mean one thing: If you don’t want to get left behind, you must market your laser eye surgery practice well.

This fact is especially true when attempting to reach and engage your target audience online. And what better way to do that than working with an experienced digital marketing agency like Digital Spotlight?

With our proprietary process and multi-million dollar dataset, our math-adept pros can track each significant algorithm change search engines make and leverage our discoveries to your advantage.

Major Hospital Systems Are Making a Major Play

 In the competitive world of laser eye surgery, major hospital systems are boldly moving to capture market share. They leverage their extensive resources and networks to offer cutting-edge technology and comprehensive care. This increased competition means you need to sharpen your strategies to stand out.

By partnering with us, you can access data-driven insights and targeted marketing strategies designed to elevate your practice in this high-stakes environment. 

We specialize in crafting campaigns that highlight your unique strengths and differentiate you from the larger hospital systems. Let’s work together to ensure your practice competes and thrives in this evolving landscape.

Call us at 310 879 8003 for a no-pitch, no-obligation consultation. Discover which keywords can bring more LASIK patients to your practice. Let’s turn your online presence into a patient-generating machine.