Plastic surgeons operate in a highly competitive service scenario, where having an online presence is essential for attracting new patients. One of the best ways to boost visibility is through local SEO. Local SEO ensures your practice appears in search results when potential patients in your area are looking for cosmetic procedures. By working with a digital marketing services company, you can implement effective strategies to dominate local search results, increase website traffic, and gain more clients.
What Is the Importance of Local Plastic Surgery Marketing?
One of the most important aspects for any healthcare business is to ensure that there is a steady stream of prospective patients or clients in the pipeline. In the present times, more people than ever are investing in cosmetic procedures, making the market place more crowded and competitive than ever. Referrals and word of mouth can only make a difference to a certain extent, and most plastic surgery practices tend to look for innovative, online marketing tactics to put them ahead. Since the majority of consumers use search engines to locate local companies, including plastic surgeons, local SEO is relevant for plastic surgeons. Indeed, nearly half (46%) of all Google queries are for local information, as per recent studies. Optimizing your website for local SEO will allow you to break into this market and attract more patients. An expert digital marketing campaign is the best way to stand out from the competition and attract more potential patients to your website.
In simple terms, search engine optimization (SEO) is the practice of optimizing online presence so that search engines’ algorithms place you higher up on their results pages. Generally, when most people search online, they conduct research according to the order Google lists each website in.
It is very rare that people go beyond the first page to find what they are looking for, and focusing on local SEO is an important strategy. Ranking for local SEO is not an easy task nowadays as it is important to have valuable local content to compete with zero-click results in local SEO search results. It is possible to rank for less competitive local keywords by developing top quality, local content. No matter what the website demographic is, local SEO can tweak a website from both the back end that customers don’t see and the front-facing parts.
Marketing a Plastic Surgery Practice- Top Local SEO Tips
Digital marketing for plastic surgeons can be complex and time-consuming. When it comes to getting involved in a high-quality local digital marketing strategy, there is much more than just blogging, positive reviews and AdWords pay-per-click marketing. Here are some top local SEO tips for plastic surgeons to get started –
- Website Design Is Crucial– The design of a website is an integral part of local SEO. If a website appears clumsy or the infographic remains outdated, people are likely to leave the site quickly. In most cases, potential clients may rate a plastic surgery website entirely based on the specific information posted both online and offline.
- Optimize Web Pages for Local Search – Optimizing the website pages for local visitors is another important aspect as this enables the search engine to comprehend for which location a website is planning to get ranked. Typically, optimization of web pages is related to technical SEO as it comprises comprehensive practices to boost a website for targeted results. When optimizing web pages for local search, it is important to start with “core” pages – which are the homepage and service pages, making sure to optimize them for your buying intent keywords. Later, it is important to focus on “content” pages, or FAQs and blog posts, which are optimized for research intent keywords. Here are some other important aspects to focus on-
- Homepage – The single most important element on a website homepage is the title tag. Define title tags, headings aligned with local keywords to help the search engines crawl and bring the website among the top listings. It should be between 50 and 65 characters long. Next is the Meta description, which lists the core services and ends with a call to action. Make sure it is 100 to 150 characters in length. Write compelling Meta descriptions that include geo-specific phrases that help users that prefer clicking on the website while seeing the web page snippets. The H1, or visible headline, should be both concise and descriptive, and should include primary category. The last key element is the page copy, which should be 500 to 1000 words long, clear and descriptive, and well edited. Provide some background information about the plastic surgery practice, briefly explain the main services, and close with a strong call to action.
- Service Pages – Each primary service needs its own keyword-optimized page. Optimize each service page exactly as done in the homepage, making sure to substitute the relevant keyword.
- Improved navigation-
- Logical Navigation: Make sure your menu makes sense as it moves from general to specific, making it easy for customers to navigate your offerings.
- Clear Categories: Make it easy to locate similar services by classifying procedures into distinct groups.
- Internal Linking: Make effective use of internal links to link different sections of your website, which will improve SEO and help patients learn more about your offerings.
- Create Mobile-friendly Pages– Websites are not just for desktops and laptops any longer. More people are using mobile to browse the internet. This is particularly true for local SEO because the searcher may be looking for a quick filler session from beyond their local area. Even Google has announced that it will be using mobile-friendliness as a ranking factor for mobile search results.
- Use a responsive design layout.
- Write compelling meta descriptions that include geo-specific phrases
- Include the heading, for setting a content priority
- Avoid using too many popups or intrusive interstitials, making it hard to read content on mobile devices.
- Make sure the website loads fast.
- Test the site on multiple devices on various browsers.
- Provide tools to help visitors share the content on social media.
- Use extensive links and buttons that are easy to tap.
- Research Local Target Audience– Conduct extensive research on the local area to decide on the tone of messaging, and which procedures to offer, and to develop a strong USP. This information can be used to fine-tune each local landing page so that it appeals to that specific locale. For instance, while giving directions on the website to visit the plastic surgery center, make sure to include popular landmarks in the content. This helps search engines better understand the location.
- Establish Keywords– One of the first steps of designing a local SEO strategy is to establish keywords. Make a list of keywords that describe your plastic surgery center’s services. For instance, try such keywords as “cosmetic surgery”, “tummy tuck”, and “facelift”. When the keyword list is fairly complete, set up a free Google AdWords account as this account will give access to Google’s free Keyword Planner tool. This allows you to input the chosen keywords and learn how much traffic they get. It also suggests additional related keywords that might not yet be on the prepared list. With this information in hand, you can select exactly which keywords you will use.
- Buying Intent Keywords – Buying intent keywords indicate that a prospect is imminently ready for the services. For instance, a search for “breast reduction New Jersey” likely indicates someone who knows what she wants, and is looking for the right plastic surgeon to perform it. Therefore, the local SEO campaign should focus on buying intent keywords, since these produce the fastest results. Feature these keywords on the homepage, and create related service pages.
- Research Intent Keywords – These keywords are used when a prospect is just shopping around. For instance, a person may want to perform a plastic surgery in the future, but is not currently ready to have it done. Say for example, someone searching for “non-surgical rhinoplasty” may be unhappy with his nose, but is just starting to consider his options. Research intent keywords should be a lower priority, as they take a long time to drive conversions. However, never completely ignore them, as they may be highly useful in blog posts and FAQs.
- Optimize Keywords– After deciding on the final list of keywords, it is important to optimize for them in two different areas like – Google My Business page and the website. GMB profile gives new prospects a short overview of your services, and increases the overall online presence. It can also boost rankings quickly, as it is much easier to achieve high rankings with a Google My Business page than with a website. In addition, it also increases the chances of appearing in the local pack, which is the stack of three local listings that appears underneath a map at the very top of the SERPs. However, it is important to include the following elements while optimizing the GMB profile-
- Verification – Claim your GMB page and go through the Google verification process. When a checkmark sign appears and the word “Verified” appears next to your business name, it is an indication that the profile page is ready to move forward.
- NAP – Business name, address, and phone number, must be accurate and consistent. Let Google know that yours is a local business by listing a local phone number instead of an 800 number.
- Categories – Google requires categories to focus on services instead of results. Apart from Plastic Surgery, list any other additional services you provide, such as Laser Hair Removal Service or Day Spa. Try to include at least 3 to 5 categories.
- Description– Give a brief overview of the plastic surgery practice that ends with a call to action- not less than 200 words in length. Also, include the office hours.
- Images – Try to include eye-catching images as this can dramatically improve patient engagement, and show prospects that a surgery practice is expert in performing a specific service. Add a few images of your office, your staff, or your satisfied patients (with their permission).
- Establish Credibility with Useful Content: In the realm of local SEO, content is king, and it’s your opportunity to demonstrate your proficiency and gain the trust of prospective clients. Create educational blog entries that highlight the advantages your clinic provides, address frequently asked questions, and clearly describe procedures. Create case studies and patient testimonials, gratifying experiences from previous clients are effective resources. Video content, such as patient testimonials, process explainers, and even virtual consultations, can greatly increase engagement.
- Make Attractive Videos of Professional Quality– Videos are more likely to be viewed by potential clients who want to learn more about your plastic surgery procedures because they show up at the top of any SERP. Therefore, in order to increase the number of viewers and improve the conversion rate, you will need to include search engine optimization in your video postings. As an aside, remember to add a link to your website in each YouTube video’s description. The likelihood that a patient may choose your cosmetic surgery procedures would naturally rise with the quantity of hyperlinks pointing to your website.
- A Virtual Tour of Your Clinic for Clients: In this modern era, the internet is often the first point of interaction between patients and doctors. As a result, a virtual workplace tour can significantly increase your trust and overall customer appeal. You might want to demonstrate the uniqueness of your profession via a virtual tour. Here’s how to effectively add this functionality to your website:
- Take a test shot of the area with a still camera. Visitors will get a preview of what a 360-degree video shoot might look like thanks to this.
- Create a top-notch video footage of the office area.
- If your company lacks the necessary internal resources, hire a professional video editor.
- Collect Citations and Links – Now that the framework is in place, your website is ready to collect citations and links as these help boost online reach and improve Google rankings. In simple terms, a citation is an online directory listing of your business NAP (name, address, and phone number). There are general national directories, general local directories, and targeted medical directories. It is important to note that the NAP must be identical in every listing. As Google rankings depend largely on inbound links from authoritative websites, it is important to focus on building relationships both online and in person with those who offer complementary services, right from general practitioners to fitness centers. Tools such as the Moz Open Site Explorer tool can be used to show where the local plastic surgeons are finding their links.
- Participate in Your Community to Get Social and Local: Social media sites are excellent resources for establishing a more intimate connection with possible patients. Add your location and NAP information to your social media profiles to make them more effective. Distribute interesting and educational content; emphasize processes, show off patient outcomes (with consent!), and provide titbits about your practice’s culture. To find the perfect patient in your neighborhood, run customized social media advertisements. Participate in pertinent online forums, support neighborhood activities, and cultivate connections with other nearby companies to get involved with your communities.
- Use Locally Targeted Email Marketing – Segment your email list by demographics and create personalized emails to each group. By including local news, stories and testimonials in follow-up emails and targeted campaigns, you can strengthen the connection between your business and the customers who live locally.
- Focus on Reviews and Patient Testimonials’– Patient or customer reviews serve a twofold purpose. First, they convince potential patients to try your services. Secondly, these reviews let Google know that your practice is legitimate. In order to get the fastest rankings boost, focus on Google My Business page reviews. Send an email to your satisfied patients with a link to your Google My Business profile, and ask them directly to write a review. Doing this regularly will ensure an ongoing stream of reviews. However, never ignore or be afraid of negative reviews. The more people interact with your page and leave feedback, the better. Of course, attaining more positive feedback than negative is important for your business image. This can be done by offering exceptional services, and asking loyal customers to share their opinions online.
- Monitor Your Local SEO Campaigns– A local SEO campaign’s success can be assessed by looking at its performance indicators and figuring out what needs to be changed. Although there are many ways to assess your data, these three key metrics are the most important:
- Traffic– One of the most important aspects of site performance analysis is tracking website visitors. In this sense, Google Analytics is the most dependable choice. You can see the traffic for each homepage, the overall traffic, and the proportion of visitors that found you via a Google search. To monitor the long-term trends, it is recommended to review the report at least once each month.
- Rankings– Google tailors its search results according to a user’s past browsing history. Therefore, using an online tool is the only way to find out your actual Google rating. The greatest and simplest tool to begin with is the Google Search Console, formerly known as the Google Webmaster Tool. You must examine the search results once or twice a month after your webmaster installs the application to get a good sense of your company’s SERP rating.
A paid tool for tracking SERP ranks is an option for plastic surgeons who want a more in-depth understanding of the rankings. Since it gives raw data and allows you to access the Search Engine Results Page, the SERP API is a wonderful choice for marketers and technical SEO specialists.
- Conversions– Any specific action a potential patient takes as a result of your marketing efforts is referred to as a conversion. For a plastic surgeon, this may mean a complimentary consultation. With Google Analytics, you can track conversions from both phone and web, find the web pages with the highest and lowest conversion rates, and discover which services generate the most conversions.
When optimizing web pages for local search, consider the following points-
All keywords can be categorized into 2 different types-
A significant component of digital marketing plans, local SEO undoubtedly requires careful planning. Local SEO is essential for increasing brand exposure and local search awareness. When it comes to plastic surgery SEO, the end goal of local SEO is to attract organic traffic by reaching out to local customers. Implementing the above-mentioned local SEO strategies will help a plastic surgery practice to attract potential clients and convert them into patients, thereby increasing the bottom line of the business. Relying on reputable local SEO services can be of great help in this regard as they can provide the necessary assistance to plastic surgeons to optimize their website and attract more local patients from Google.
