The effectiveness of certain online marketing techniques has changed drastically in 2013. Small businesses and plastic surgery practices may have noticed a significant drop in their Google rankings more recently with major changes in Google’s algorithm. Local search marketing is important in the acquisition of patients, as over 74% of people find their plastic surgeons online, and a drop in search rankings could lower your chances of drawing them into your practice.
Plastic surgeons that rank high in search results are most likely doing so because they understand the importance of search engine optimizations. Utilizing SEO practices puts them ahead of their competition, which may be you. With less of an emphasis being placed on keywords, though, effective SEO techniques are changing and specialists are still working on developing the best techniques after the unveiling of Google’s Hummingbird algorithm.
So what is a plastic surgeon who wants to rank well in search results to do at this time
- Address your services page: If you have not already done so, break up your services onto individual landing pages. This allows the Google algorithm to better understand what each page is about, rather than becoming confused by a general page that lists facelift, tummy tuck, and Botox all together. Additionally, Google responds well to a high quantity of content that is of high quality and useful to users. A list of 50 services is not as useful as 50 separate pages, each describing an independent procedure and its benefits. Potential patients researching a procedure will also appreciate the added information.
- Don’t just localize your page, use hyper-local marketing: Localizing your website so that users looking for a procedure in their hometown can find you will help increase your rank in organic search results. Google wants to know who you are, what you do, and where to find you and can only do this with the right information. In order to be locally optimized, sites should use a phone number with a local area code, have the business address on every page, and have a strong internal link structure so that the Google spider can crawl all of the pages.As you know, though, you serve more patients than just those who reside in a particular city Google will only rank you in the city of your address, but you want to target a wider audience. To do this, you must include unique content on your site that targets patients from other cities. Most of the time, this includes surrounding cities and neighborhoods. Typically people search with the keywords of a local city, such as Miami. So if you are nearby, say in Ft. Lauderdale, and are optimizing your site for Miami as well, you could benefit greatly.
- Use a call to action on every web page: It may seem obvious that you want viewers looking at your webpage to call your office and schedule an appointment about a procedure they are interested in, but sometimes they need to be hand fed the information. A call to action at the end of every web page will provide them with the contact information necessary for them to take the next step. It may be a link to your contact page or a phone number. A call to action can be very simple, such as Call Dr. X today at 555-555-5555 for a complementary consultation! A contact form can also be very beneficial since many people prefer to send messages online or may feel conscientious about speaking to a live person about their concerns initially
These three tips are simple solutions that are often overlooked, yet could have more patients calling your practice than you ever expected. For more information, contact Surgeon’s Advisor at (305) 763-8011.