When you’re trying to make sure that people find your plastic surgery practice online, the first step is making sure that you are following best practices for SEO - Search Engine Optimization.
SEO is the process of making sure your website is setup to work well with search engines and that you are addressing the problems that you solve for your prospects so that they can find you easily online. SEO does require some technical knowledge and it changes regularly but at its essence, SEO is quite simply targeted digital marketing.
These three SEO strategies will help your practice become more visible and generate more leads for you.
#1 - Think Like Your Prospect
To start with, think about your prospects and how they would look for you. Don’t think about how you WANT to be found but how people ACTUALLY would search. The worst SEO mistake you can make is not understanding how your prospects will try to find you and your practice.
Think about the problems and questions that your prospects have that your practice can solve for them. Every purchase that someone makes is a solution to a problem that they have. Even something as simple as buying a cup of coffee is a solution to a problem. The problem is that the buyer wants coffee. The solution is that they stop by Starbucks to solve that problem.
Think about the types of terms that people might type into Google to find solutions to their problem. Avoid getting caught up in industry-specific jargon. You need to speak your prospects’ language. If you don’t, they will leave and take their business to your competitors.
Think about how your prospects will search for the solutions to their problems. You can focus on their pain and their solutions. Both of these areas are good places to start building content ideas for your digital platforms like websites, social media and email. Until you learn how your prospects think and communicate, you'll struggle to reach and engage with many potential customers.
#2 - Do Deep Dive Keyword Research
Keyword research is the process of discovering how people search for the services and solutions that your practice provides.
Doing keyword research will also uncover adjacent and related terms or subject areas that your prospects are searching for. Often you will uncover hidden pockets of ideas that you wouldn’t have discovered on your own.
Back in the old days, 5 years is the old days in internet time, SEO was focused on having the search phrase on the page a certain number of times. That no longer works. As Google gets smarter, it is getting much better at understanding the meaning of an overall page. So when you do your keyword research, you should focus on grouping keywords that have similar meaning into themes. By doing that, you can see several terms that all mean the same thing and are being searched by your prospects.
To start your keyword research, identify the big broad terms of problems and solutions that people look to you to solve. Use various tools like Google AdWords Keyword Planner, SEMRush or any of the many keyword tools out there.
Now you want to make sure that you find the keywords have a good combination of a nice number of searches per month with a lower amount of competition. The keywords with the biggest number of searches are very broad and there is a LOT of competition for them. The other benefit to using keywords with less numbers of searches per month is that they are more targeted. Giving you a better return on your investment.
#3 Stay Ahead Of The Curve - When You Can
One of the biggest challenges related to SEO is keeping up with the ever-shifting landscape. Google still holds the crown by having the largest share of searches every month with more than 3 times the next largest search engine, Bing. So when Google makes a change to what they consider good website practice, you need to follow those guidelines if you want to be found in search.
By now you should have a mobile optimized website. You can check your website with Google’s Mobile-Friendly Test. The much talked about Mobilegeddon date was in April 2015. If you’re not mobile friendly, Google is punishing your rankings.
The next mobile issue that is closely approaching is Accelerated Mobile Pages. AMP are stripped down and super fast loading pages for mobile phones. We expect Google to highlight AMP pages in the near future based on what we’re seeing in early testing. You can read about Accelerated Mobile Pages here.
Another change which you should have implemented recently and Google will be looking for soon is the Local Business Schema. Schema is a way to structure data about the page in the code of the page. So users won’t see it, but google will. Local Business Schema is relatively simple for your web developer or your SEO to implement. You can read about the details here if you’re tech adventurous.
These are the most recent Google issues, but you can rest assure that there will be plenty more. Google makes hundreds of changes every year. Focus on these three SEO strategies and your plastic surgery practice will reap the search engine rankings.
If you need help getting started on creating an SEO plan for your practice, contact us at Peak Inbound Marketing (973) 770-4668 or email me directly firstname.lastname@example.org. We can audit your site and let you know where you stand versus your competitors.