There are many tools out there to help you determine the most common search terms related to your plastic surgery website. The importance of this is that you can then tailor certain pages on your site to be relevant to those search terms and rich in keywords. Those keyword-rich pages will do well in search engines and bring more targeted traffic to your site. Further, and perhaps more importantly, you are then supplying the searcher with exactly what they are looking for, giving them a reason to stay on your site, establishing your credibility with them, and increasing the chance that they will become an actual patient.
Another benefit is that there are many interchangeable terms that people search for. For instance, two people may be looking for the same thing but one may search for ‘breast augmentation’ while another may search for ‘breast implants’. If you have to choose one of the two keyword phrases to target, which one would it be? Actually, it might be neither. Among Yahoo searches performed in July, there were an estimated 71,420 searches for ‘breast implants’ and 84,108 searches for ‘breast augmentation’. However, during that same time there were also an estimated 123,165 searches for ‘breast enhancement’ and 125,122 searches for ‘breast enlargement’, proving that the latter terms are the better ones to target.
You can also determine the particular cosmetic surgery procedures that are most commonly searched for on search engines. With this information, you can create pages around these procedures and highlight them on your site. For July’s Yahoo searches, these included the following search terms: ‘hair replacement’ with an estimated 128,748 searches, ‘breast enlargement’ with 125,122 searches, ‘liposuction’ with 96,020 searches, ‘botox’ with 67,554 searches, and ‘rhinoplasty’ with 43,880 searches. You can further determine what people are searching for within a given procedure. Generally speaking, after searching for a specific procedure, the next most popular searches tend to be those for the cost of the procedure and for photos of the procedure. It couldn’t be more clear, this is simply what people want so give it to them. Perhaps you don’t want to quote your procedural costs over the Internet, but you can still have a page about the cost of a given procedure by providing statistics from plastic surgery organizations and other cost-related information like insurance and financing information.
You may also find other interesting facts that you can use to your benefit. For instance when searching for liposuction, there were also quite a few searches for ‘tumescent liposuction’. Because of this, it may be beneficial for you to provide a page specifically about tumescent liposuction.