For many years, search engine optimization, or SEO, has been the primary tool utilized by plastic surgeons to get patients online. Ten or 15 years ago, SEO was much easier. You really only had to focus on how many times you used a phrase on a page to get results. We like to refer to those as the good old days! It was really amazing. For a time, in fact, we had the most visible clients in their respective procedural areas on the entire planet Earth.
The Most Visible Practitioners in the World: Rhinoplasty, Liposuction, Hair Transplants
So our liposuction specialist was the most visible liposuction provider in the world. Our hair transplant specialist, the most visible on the planet. Our rhinoplasty clients were the most visible for both rhinoplasty and revision rhinoplasty. Again, on the whole planet. It was really remarkable, fun, and rewarding. It was complex too, but it seemed pretty straightforward to stay ahead of the curve and keep up with the changes the search engines were throwing at us.
A Time Before Google
Many people reading this page may not even remember that there was a time before Google became the almighty powerful Google. It was a time when sites like AltaVista, Excite, and (believe it or not) Yahoo ruled the world.They didn’t look at links and citations, and they certainly didn’t worry about social media. They just focused on how often words were used and combined together to make decisions about rankings. If you could write breast implants enough times, you could probably do pretty well online.
Google changed everything in the mid to late 90’s by focusing on links to pages. They reasoned that an indicator of rankability was looking at who links to your site and what they have to say as opposed to how often you write something on your site a certain way. They were smart. Their search engine algorithms changed the world and changed the nature of search engine optimization forever.
SEO for the Medical Industry is Getting Harder Every Day
Today, things are certainly harder and there is much more to juggle. As we pointed out in our page on digital marketing, it is not so much about secret sauce or magic, but instead, the effective management of hundreds of different moving parts on a daily basis. Search engine optimization itself has its own moving parts you must manage on a day-to-day basis.
Three Primary Areas of SEO that Doctors Should Know
We look at SEO as one piece of many that when combined make up an effective digital marketing strategy designed to get aesthetic practitioners more patients. How is SEO leveraged today? Well, today search engine optimization involves utilizing the right phrases in the right areas on the pages on your site, chiefly in three different ways:
- Alongside content you are adding, whether written, video, or before and after photos.
- In elements of the pages’ code, including meta (like page descriptions and H1’s).
- As structured markup, which Google and other search engines leverage to help better understand your content and match it to what people are looking for.
There are some more specific and precise recommends for things like length of page title and density of keywords, but from our experience, as long as you write for your users and utilize common sense, you’ll usually get your SEO done right. Just remember to get it done in the first place. Google will give you a few extra points for great SEO but it will also keep you from ranking if you forget your SEO entirely!
If you don’t have the time or inclination to manage your search engine optimization efforts yourself, feel free to contact us today or give us a call at 305.763.8011. We’d loved to help!