The medical field is always changing, always innovative and evolving, that includes the field of Plastic Surgery. New, improved and exciting technology keeps medical professionals on their toes always. If you are looking for a way to reach out to new, prospective patients looking for plastic surgery services, your website needs to be kept up to date with all these changes.
Innovative and Fast-Paced
Just like the medical field, the internet is fast-paced and always changing. To keep up with this you must make sure you have a website that is up to date and optimized properly for the search engines. In case you aren’t familiar with SEO (Search Engine Optimization) and what it can do for your website, let’s look in more detail.
What is Search Engine Optimization?
Search Engine Optimization (SEO) is a marketing technique that is used to help grow a website’s online visibility (presence) within the search engine results. When an online user searches on one of the many available search engines, a listing of results with website links comes up. Those who are in the first few listings are highly optimized as their websites come up first for the results for that specific search term. This is the position you want your plastic surgery website to be in.
There are many different moving parts to SEO for it to function like a well-oiled machine. From the content on your website to the ways that other websites online link to you and more. You want to make sure your website is structured in such a way that it’s easy for websites to understand it. The most important thing to understand when it comes to SEO is that it’s not just about making your website easier for the search engines to understand but also for people.
What is a Search Query?
These are words or phrases that internet users type into the search boxes on search engines. A key to the success of a website is search engine traffic. The more traffic your website receives from search engines, the higher the chance of converting these visitors into patients. Targeted traffic is a great tool for the plastic surgery field. This is because, with targeted traffic, these users are already looking for plastic surgery services, which means when they arrive at your website they are already partly on their way to becoming a new patient. The next step once they get to your website will be for you to wow them with the content on your pages and the services you offer. That is the next step in optimizing your website properly for plastic surgery SEO.
What Would Happen if You Didn’t Optimize?
Search engines are intelligent, but even with this intelligence, they still need some help. All the big players like Google, are always looking for a way to improve their algorithms and crawling technology to help return more unique and specific results for users. But even with new and updated algorithms, there is still a limit on how well these search engines work. This is where the right plastic surgery SEO strategy can help return upwards of thousands or more visitors to your website. The wrong SEO tactics can, however, cause your website to become buried even deeper on the pages of search engine results. Online traffic is becoming extremely competitive. Businesses in the medical field and plastic surgery offices that are performing higher in their SEO tactics are taking huge advantage of the increased traffic and new potential patients.
Can You Handle SEO On Your Own?
The short answer is YES! However, in terms of the time, it takes to not only start the initial process of getting your SEO strategy up and running but to keep it running and managed, you really won’t want to. Speaking to an SEO specialist to see what types of services they can offer you may be the best investment you can make for your website. SEO is very complex and challenging, while you can learn and understand the basics, the basics of SEO can only get you so far. If you are wanting to take your website higher into the search engine rankings and find yourself up in the top five, you will want to have a professional help you develop your SEO strategy.
The Basics of Plastic Surgery SEO
Let’s talk about the basics so that you can better understand what all is involved in the initial start of an SEO plan or strategy.
It’s first important to understand that most of the search engine traffic there is comes from Google. While Google isn’t the only search engine out there, they are a dominant player in the market. Regardless of which one you use, the results in these search engines are constantly changing to different websites daily. Google is also constantly changing and updating the way it ranks websites. How do they determine which websites should be ranked higher?
Google’s algorithm is complex in nature. They are searching for websites that have higher quality information and content with relevant information for the users. They determine this relevance by using their automated ‘crawlers’ to crawl the internet and various website content to find which is most relevant to what the users are looking for. This is mostly based on the various keywords each page contains.
The quality is not only determined by keywords but also the higher-rated sites that link back to your websites as well as additional features. These additional features within the SEO structure for Google’s algorithm include:
- How well and often people are engaging with your website. Are they finding the information they are looking for? How long are they staying on your website, or are they just hitting the back button to go back to the search results?
- Is your website mobile responsive? This is a HUGE feature that you do NOT want to overlook. We will discuss why later.
- Is your content unique or do you have duplicate content?
There are many different factors that Google uses within its algorithm, honestly probably hundreds. They are also refining and constantly changing the way their algorithm works, which is why keeping your content up to date and SEO friendly is very important.
Keywords and Keyword Research
Keywords can be one of the more challenging aspects when it comes to SEO. That’s because determining which keywords to use takes a bit of trial and error. There are a few separate factors you will want when figuring out your keywords. These factors include:
Relevance: How relevant are your keywords to your website and what is being searched for? Considering the different services your plastic surgery office/ center has to offer. List these services as part of your potential keyword list. You will also want to consider the types of medical treatments, products and other things you offer within your office. These all can be considered potential keywords. When you are reviewing your keyword list, think about the relevance of these keywords to not only your website but also what others are searching for.
Competition: Just like other business investments you will want to consider the types of costs associated with SEO. This means learning more about your competition and how well they are ranking within the search engine results. Why does this matter when it comes to cost? You want to look at the competition to see how challenging and how much work will need to be put in to get the results or better than they have now.
Search Volume: How many people are searching for the keywords you want to use? The more people who are searching for them the larger your audience will end up being. If no one is searching for them, then your audience will be non-existent. You want to look at the total search volume or monthly searches these words are getting. This will help you to develop a higher search volume keyword list.
Understanding Potential Patients
Once you’ve looked at the different factors for your keywords, you will want to learn more about your potential patients. You want to consider and think about what they are searching for, what they may be interested in, what types of procedures they are looking to get done, and what procedures they’ve already undergone.
When you can answer these questions, you can develop an initial keyword list. This can help you gain a better understanding of who your audience is and what they want. The factors above, as well as your audience’s characteristics and searches, will help you to get a better keyword list available and ready for use.
On-Page Search Engine Optimization
When you have your initial keyword, a list developed and ready for implementing, the next step is to implement it. Each of your webpages on your website should have a targeted keyword search term as well as additional related search terms to be properly optimized. There are a few other factors that you want to think about when it comes to on-page optimization. These include:
The most important place you can put a keyword is in the title tag. While the title tag isn’t your main headline, it’s still a very important part of your SEO. IT is what you see when you look at the top of your browser. The title tag is what the user will frequently see on the search results page as the headline.
The meta description isn’t really seen on your webpage, it’s considered to be a description of your page that is listed under the search engine listing. It’s the first look of your website that searchers see when reviewing search result listings. If you have a compelling meta description with your keywords, this is what they will see first, to compel them to click on your link.
The content on your webpages is extremely important. It has been said that content is king, and this holds true. Compelling content will draw in readers and potential patients, but quality and unique content will keep them on your page longer and drawn into signing up for services. Google is kind of about the type of content it considers worthy of the top spots. The type of content they are looking for include:
Engaging Content: They put a lot of value on the engagement of your content. Are users reading and commenting about the content you have written? This is important.
Shareable Content: How many shares are you getting as well as links back to your content? This is another important factor in getting your rankings up higher within the search results.
Plastic Surgery SEO Conclusion
Now that you understand the basics about what SEO really is and why it’s important for your website, it’s time to consider your options. You can try it yourself and see how well you can fully optimize your website in hopes of someday finding yourself in the top results, or you can talk with an SEO Specialist or SEO team about how and what they can offer you. They put a lot of hard work and dedication into getting your website into the top results. They can help provide the maintenance for the website to ensure that you are always staying up to date with the newest changes in Google’s algorithm.
The ever-changing environment of SEO means that there is a need for proper maintenance to make sure you still maintain your top spot. The top search results spots will yield many new visitors to your website for you to convert into new patients. Once you get to the top spot, you want to make sure your content keeps them on your page and eventually signing up for services. Therefore, it’s important to have quality content to keep visitors interested.