Search Engine Optimization
Marketing and SEO for Plastic Surgeons
Praise Sim, Copywriter, GENIA
22 August 2020
Marketing for Plastic Surgeons
Nothing is worse than sitting idle in your office knowing that clients are flocking to the competition a few blocks down instead of yours.
“I offer the exact same service!”
“I can provide the same level of expertise!”
“Why is this not working out for me!?”
Chances are, your competition has been a lot smarter with their digital marketing strategies. But fret not, after reading this, you’d be able to implement your own strategy that will get you back in the game in no time.
Every cosmetic surgeon has to deal with two main issues –– driving their name out to the public and beating the local competition.
In times like these, online marketing can help you to reach potential customers, convert them and run a successful business.
Social media and search engines are amongst the forefront in influencing consumer behaviour, and a better grasp of how you can benefit from these tools will put you on top of the game.
Let’s discuss search engines.
8 out of 10 patients (80%) begin at search engines like Google, Bing and Yahoo to find cosmetic surgery practitioners.
What are the implications on my business though?
Are you sick of the indefinitely running ads that don’t seem to pay for themselves? Search Engine Optimisation (SEO) might just be your solution. Read on to find out why.
Cosmetic Surgery Market to Reach USD 66.96 billion by 2026. How much you take out of the pie chart boils down to how well you can grasp this concept and subsequently implement targeted measures.
First of all, you want to find the ideal client. Why does that matter? Isn’t any form of business good for sales?
But no, and here’s why it absolutely matters.
Understanding Search Intent
Seeking out customers through aggressive advertising compared to having them find you, on their own accord, reaps entirely different results. This is because customers that actively seek out your brand or services have the intent to engage your service. In fact, one of the biggest demonstrations of intent is performing a search on Google.
Think about the last time you made a search on Google.
“How many calories are there in a banana?”
“How to get rid of pimples quickly?!!”
With every search comes the desire for an answer, a quick solution to whatever you need at that moment. Google’s algorithm organises sites according to how relevant they deem the content of the website to be, according to each search performed.
Hence, if your website is ranked on the first page of Google for “liposuction surgery” or “breast augmentation surgery”, you’re going to funnel in the right audience that is most likely to respond to whatever you have to offer!
Google is able to do this through the identification of Keywords. Keywords tell Google that your site is relevant to a search query, and part of the process of SEO is to get your site onto the first page of Google through the use of keywords. And to find the right keywords, we utilise a few guiding rules.
1. Know why your patients are looking for you
Are they looking for a forehead lift? Breast augmentation? Rhinoplasty? According to UBERSUGGEST, the monthly search volume for ‘rhinoplasty’ in Australia alone is 8,100. These numbers give you an idea on how you can better market your brand, and even more importantly, how to choose the right keywords to rank for so that you gain the most conversions.
2. Identify the search terms they’re using to find you
Let’s zero in on the keyword ‘rhinoplasty’ on its own. Within the 8,100 searches performed every month, there are many variations of search results containing the word ‘rhinoplasty’.
They could be as broad as simply just the term ‘rhinoplasty’ or could be as specific as a question such as ‘how much does a rhinoplasty surgery cost in melbourne?’.
All of which, however, contain the keywords ‘rhinoplasty’.
It might seem like a no-brainer then to just rank for the keyword ‘rhinoplasty’ and call it a day since this word is seemingly all-encompassing. Unfortunately, it isn’t as easy it sounds. The broader and vaguer a keyword is, the more competition you are likely to face to rank for it.
Think about the clinic two doors down your own, they are probably looking for the same clients experiencing back pain too, so it shouldn’t be a surprise that ranking for just ‘rhinoplasty’ on its own isn’t the best idea. These are what we call short-tail keywords.
Naturally, the goal is to be as targeted as possible. The longer and more specific the keywords tend to have the highest conversion value and best of all, they are much easier to rank for. These are what we call long-tail keywords.
Keyword Research Tools. These tools assist the process of finding the most suitable keywords to rank for and are indispensable to anyone with an interest in the business of SEO, whether a specialist or a business owner.
And there are plenty of free tools online that can get you started. For one, UBERSUGGEST is one of the favourite go-to’s for both beginners and experts. The free version gives you plenty of insight. At a very basic level, you can determine whether a keyword is worth targeting based on its search volume and SEO difficulty (the estimated competition in organic search).
Don’t be afraid to experiment with keywords, from broad ones all the way till the most specific ones, leaving no stone unturned –– you’d be surprised that some high volume keywords are not that competitive.
Competition for keyphrase ‘plastic surgeon new york’
Studying your competitors. Why repeat the heavy lifting that has already been done by your competitors? For every industry, your top SEO competitors are those ranking on the first page of Google for your targeted keywords.
Target local keywords. Did you know that 46% of all Google searches are looking for local information? And 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours?
“Plastic surgeon in Singapore”
“Plastic surgeon in New York”
These are all examples of local searches. Google tends to favour businesses with a local listing in proximity to a user performing a search. Placing emphasis on local SEO can go a long way in optimising your online presence to attract more business from relevant local searches.
Now that you have the right keywords, you’d want to focus on optimising your website to rank well on Google.
3. Produce content based on your chosen search terms
The common misconception is that SEO and Content Marketing work on completely separate planes. But this couldn’t further from the truth. Without high-quality content, you can’t realise the full benefits of SEO. Effective SEO helps to get viewers to your site, but what motivates them to stay is the relevant and useful content that your website provides.
The consistency and frequency of your content will ultimately determine whether you are able to create a connection with your audience in a powerful and insightful way.
A consistent approach also creates unlimited opportunities to strategically incorporate desired keywords into your site, signalling to Google that you are producing relevant content, resulting in better rankings for your targeted keywords.
Therefore, adopting a consistent and fresh content strategy will easily set your business apart from your competitors.
SEO for Plastic Surgeons
- Do on-page SEO
On-page SEO refers to changes made directly to your website, it is the process of letting Google know what your website is about and what keyword search terms it should appear for.
The key is to be as relevant as possible.
According to Google, “The most basic signal that information is relevant is when a webpage contains the same keywords as your search query.”
Our goal is, therefore, to incorporate our targeted keywords into each site as strategically as possible, or what we call, keywords placement.
Keywords placement on the most fundamental level focuses on four main areas: Title Tags & Meta Description, Headings & Subheadings (H1 & H2 tags), Image and Content.
Check-out our SEO guide to see how you can get started with on-page SEO.
- Build backlinks
Now that we’ve discussed on-page SEO, we can’t possibly leave out the importance of off-page SEO.
And with off-page SEO, comes backlinks. A backlink is a link created when one website links to another. These backlinks are incredibly important because they act as a “vote of confidence” or “stamp of approval” which signals to Google that your content is good and therefore worth linking to.
We call this process link building and it is arguably one of the most challenging aspects of SEO. From the process of acquiring links all the way to measuring the success of each campaign, it almost never gets easier.
This is because some backlinks are inherently more valuable than others. Google places a premium on high-quality backlinks because they indicate credibility and trust. As Google’s algorithms are now more sophisticated than ever in filtering out low-quality links, SEO’s spend a bulk of their time focusing on understanding and carrying out high-quality campaigns.
Bottom line is, the more high-quality backlinks you acquire, the more it helps your ranking, the more traffic you attract.
But of course, you don’t have to take my word for it! I’ll let the data speak for itself!
What GENIA can do for you
Just take a look at the chart below. It shows the traffic growth of one of our chiropractic clinics Vitality Chiropractic Centres in just 6 months!
Vitality Chiropractic Centres traffic growth
Need more convincing? Here’s what our clients have to say:
“I have worked with another SEO company before, specific to my field and niche (Vitality Chiropractic). Caleb and GENIA conducted far more research, producing more relevant terms and avenues to explore. In the first 2 months they produced better results than 6 months with the previous company, for more difficult search terms with more visitors, and were more knowledgeable and supportive in ways we can make improvements ourselves. Highly recommended.”
–– Dr Shaan Rai, Vitality Chiropractic Centres
“We worked with a SEO agency before working with GENIA but did not manage to achieve the growth we wished for. Since we started working with GENIA, our rankings and traffic have climbed significantly and we have also seen an increase in calls and incoming patients. GENIA has been a pleasure to work with and I’d recommend them to any chiropractors or physiotherapists serious about growing their practice.”
–– Dr Michael Bryant, Elite Spine Centres
Don’t hold off this opportunity for growth any longer and contact us today for a free consultation!
In this consultation we will help you identify traffic opportunities, study your competitors and recommend a plan tailored for your business.
Should you choose not to work with us in the end, you can still adopt and expand on our recommended strategies, which your business could gain massively from.