The holiday season is an excellent excuse to promote procedures, with both women and men wanting to look their best for the profusion of parties and events. Whether your run a special promotional sale for particular invasive and non-invasive procedures or not, taking advantage of search engine optimization will lead visitors to pages on your site that could soon have them calling to make an appointment for a pre-holiday Botox treatment, chemical peel, or weekend facelift.
Analyzing Your Data to Find What Patients Want
Focusing on just any procedure or keyword is not going to get you the results you want. Winter is typically a particularly popular time of year for skin treatments after sun exposure in the summer months have caused damage resulting in wrinkles and brown spots. Patients also tend to save procedures that require longer recovery for this time of year because of extended holiday weekends and the opportunity to stay indoors. Have you noticed any trends related to the season in your practice? Taking a look at your search performance data will help reveal which procedures patients are looking for the most. You can first investigate which entry pages and keywords are the source of the majority of natural search visits and conversions in Google Analytics. The next step is to turn to Google Webmaster Tools to connect the dots with the entry page and keywords report in “Search Queries.” Use this data to generate an idea of how you are ranking with those pages and keywords, and if you need to improve upon that.
Carefully Planning Your Focus
Now is not the time to work on promoting pages that need a lot of effort or those that are already showing excellent results. You will be able to experience the most gain from SEO adjustments to pages that only need a little push with some planning of thoughtful, quality keywords. Tip: Identify what keyword phrases you are using that capture between 0.1 and 1 percent of the available keyword market. Keywords in this category drive natural search traffic to your website, but they do not perform strongly. Also, if you have pages ranking between 5 and 20 in Google search results it indicates that your pages are visible, but not optimal. Pages and keywords falling into those categories will benefit from the most attention. Optimize your page title tag, meta description, main heading, and body copy to reflect the keywords that prospective patients are using to land on it. This may simply require substituting a word or sentence so that the keyword phrase stands out better. External links are beneficial in driving traffic to your site and building authority signals for search engines, but with a limited amount of time it may be easier and more sensible to create cross-linking elements. Place links on pages relevant to a particular procedure that can steer visitors to where you want them to go while improving the user’s experience.
Back to Basics
The above tips are some basic SEO practices that you are probably already quite familiar with. It is easy to forget to turn back to the basics though, and every once in a while we need a reminder to use methods that have been proven to work. Best of all, these suggestions can be implemented quickly before the opportune time slips by.