If you want your plastic surgery practice to be seen and heard on the web, you need to market it correctly! The content that you put on the internet and how it is targeted will drastically affect your business. So how do you increase your visibility?
Consider the following.
How long does SEO take?
What ROI should I expect from SEO?
The return on your investment, depends largely on how much and how well you invest in your site. You need to consider how your marketing strategy will be carried out and ensure that it is implemented in the most direct way possible. Your customers do not want to read about plastic surgeons in the entire US if what they are looking for is reconstructive surgery in New York City. And while the ROI from email marketing seems to yield very high returns, making sure you have well-directed and meaningful content written by high-quality content writers is invaluable to your SEO success. In the end, it can be difficult to pinpoint exactly what inquiries and income are directly related to your marketing methods, even when using the wide array of ROI formulas available. That is why monitoring trends and being in direct communication with your clients is so important. Additionally, all paths that lead to your ROI are vital, so pay attention to all of them!
As far as gaining clients in your immediate area--you are going to want to run a local SEO campaign. When we are talking about a business in a specific locale, as we are here--time, money and interest dictate making this a local operation. As someone interested in building clientele by implementing SEO for plastic surgeons, you’ll want to run a local SEO campaign to target your immediate locations.
Assessing your Plastic Surgery Practice’s Key Performance Indicators
How you structure your website highlights the trajectory of your gains and losses. You need your content to be thoughtful, articulate, to-the-point, and to make sure your customers know why they should choose your company over that of your competitors’. How you organize your data into a cohesive picture matters immensely.
One way to structure your site is by using a pyramid model. In essence, your site’s design should look like a triangle, where the top represents your homepage, and subcategories of your homepage follow. You may include blogs, reviews, and comments under each subcategory, but all content should follow a linear structure that allows the consumer to find what they are looking for without searching through a proverbial needle in a haystack. The long and short of it is this: If I can find it quickly, I’m not going to keep looking for the “it” I want. If you want to generate income and build your client base, make your site as user friendly as possible.
As for how to make your site as successful as possible? Three letters: K-P-I. Your Key Performance Indicators show you how well your site verbiage is working. Is your site easy to locate? Is your content, drawing people in? Are people actually clicking your links and exploring your site? You cannot have good optics without quality to fall back on, but quality with no optics makes for no gains.
Your site’s clickability is further determined by the paths that lead buyers to it. Are these reliable sites? Are they on the up and up in the plastic surgery industry? If buyers are directed towards your site by links that essentially say, “My credentials are good, use me,” it is time to pack up and go home! If you’re in a plastic surgery business in New York, your should be linked to sites connected to recuperative and post care services within New York City, and more specifically Manhattan and the other boroughs. And even more importantly--reputable sites! Links should be attached to meaningful anchor text which contains contextual relevance. One thing at a time--you are not expected to know everything, but users will need to see that your business is in good standing with other reputable ones and is thus culled with integrity.
On-site SEO for your Plastic Surgery Practice
In order to maximize the visibility of your page, it is imperative that you choose the right keywords. It is equally important that you not overdo it, either. It is great to have lots of good information, but too much can seem overpowering and downright obnoxious. Your product needs the right presentation, but ultimately, your properties, medical acumen, and professionalism have to sell themselves when it comes to plastic surgery SEO.
As you structure your website, the content you feature must be specific to what your clients are looking for. There are a myriad number of ways to do this, including press releases, notes from satisfied customers, links to social media, and other details that speak to prospective clients. They want to know why they use your services; you need to furnish the response.
One can not underestimate the power of Google Analytics either. The genius of this program is that essentially, it does the calculating, measuring, and data gathering for you. By entering your web site's link and basic data, Google is able to assign a tracking number to your account and within a few hours, track who visits, when, why, and from where. It is the ultimate analysis tool!
And if that is not enough, Google’s console allows you to check the movement of web users on your site. By enabling you to optimize visibility, you can gauge how attractive others find your site. That said, your console is free when you have a Google account.
Including a sitemap to further increase your site’s navigability is wise. Adding a sitemap that lets people know where to look for what they need, can save them the time and get them to request your services that much quicker. They are coming to the mountain, but it only makes sense to help them up.
It is crucial that your site not only have the appropriate bells and whistles, but the cyber protection that keeps hackers from accessing your data. Medical information is particularly vulnerable and requires privacy protection. Make sure your site, as well as those you link to, have your patients’ plastic surgery and security needs in mind.
While there are so many factors to consider when creating a page that is accessible, user friendly, and in general, worthy of any consumer’s time, website load speed cannot be overlooked. There are few things as frustrating as finding the right keywords, only to click the clink and have it look at you while you gaze at it. If you want your information to get out there, make sure your page loads in a timely fashion. Once again, Google’s tools can help determine how fast, or not your page loads with their page analytics.
Off-site SEO for your Plastic Surgery Practice
It goes without saying that all of the information you share on your page should be relevant to your company. The links you include on your plastic surgery site for example, should pertain to plastic surgery-related medical treatment and care. For example, ways to take care of the post op patient, when to seek immediate medical attention, how to care for surgical scars, and how to dress for your new figure, and the like, are most appropriate--as well as links to news articles and medical or scientific research journal articles. It is up to each individual plastic surgery practice to define what “relevant” means of course, but it should be weighed within reason.
Additionally, the links you include within your site you connect consumers to the data they were looking for in the first place. Links to children’s entertainment would seem, and rightly so, out of place on a plastic surgery web site. Links to cosmetics, support networks, prosthetics, and wrinkle cream would be much more apropos. There are all sorts of systems and algorithms that can help you determine the best information to include, but the best tool of all is your own gut. This is your project, your product, your livelihood. Numbers are great, but nothing substitutes a personal, invested touch.
That said, it is important to monitor the links that guide customers to you and the directory of listings you provide. Again, it is all about relevance, respecting the intelligence and time of those looking to you for plastic surgery case. Give the people what they want and in turn, you will get what you want as well.
Social Media Integration for Plastic Surgery
The use of Facebook, Youtube, and other social media is a vital marketing tool that lets you speak to prospective customers. Utilizing Youtube, Facebook, Instagram, Snapchat, as well as other types of social media, can visually optimize your services.
Tracking your Plastic Surgery Practice's growth
No matter how much time, energy and money you have invested in establishing an optimal site, you still have to measure your outcomes and results. Sometimes calling prospective clients is what you need to do. The tools discussed here as well as a host of other analytical mechanisms can give you all the feedback you need, but what you do with it is what matters.
Plastic Surgery SEO - A proven digital advertising solution
Plastic surgeons create, redesign, and restore appearances and often times, self perception and self esteem. While those are vital qualities in a leading edge, plastic surgery practice, marketing tools that let the public know of the breadth of their available services, are still needed. Digital advertising has proven itself successful and vital to the business and medical worlds. With tools of the trade at your disposal, your target audience is waiting for you to find them.