It’s not uncommon for cosmetic surgeons to open up their own clinics. While this does come with the opportunity to make more money, it also thrusts medical professionals into the world of entrepreneurship, which may be alien to them.
A strong reputation is important, but at the same time, it will only take you so far. Surgeons must also understand the different ways to promote themselves. One of those ways is appearing on search engines, where potential patients will be hunting for a certain procedure. Optimising your online presence for this is known as SEO, search engine optimisation, and it can bring serious results.
In this article, we’ll cover a number of ways local surgeons can optimise their website to dominate their city’s aesthetic market.
Increasing visibility in a certain area requires a bespoke approach. In the early days of SEO, businesses would target keywords that related to locations outside of where they were based, and this still happens to some extent. However, it’s certainly not as effective as it once was, now that search engines have become more advanced. Search engines like Google understand where businesses are based, but this is dependent on the information they are fed. Ensure you have a Google Business Profile, and make sure it is completed as thoroughly as possible. As a general rule, the more information you feed to search engines, the more favourably they’ll view your website.
You could be forgiven for thinking that reviews are only there to sway customers. But have you ever considered reviews from an SEO perspective? As mentioned above, search engines have become far more advanced than in the early days of SEO. So much so that they are capable of understanding and interpreting reviews. Aside from increasing the number of positive reviews about your business, you can also help by adding structured data (also known as rating schema), which directly informs search engines about the number of reviews and average ratings.
One of the biggest mistakes that businesses make when it comes to SEO is overlooking user experience. Ensuring content is optimised for keywords and optimising your site structure are important, but these optimisations shouldn’t hinder the end user’s experience. It’s also important to ensure your website offers a smooth user experience in other ways. Site speed is a ranking factor considered by Google, with slow websites penalised. Using Google’s PageSpeed Insights is the easiest way to check your website’s performance, and this will provide information on loading speed and responsiveness.
The biggest development in the SEO world recently has been the combination of artificial intelligence and traditional SEO. AI has disrupted most areas of marketing, and SEO is no different. This coming together is starting to be known as generative engine optimisation (GEO) and refers to how brands can increase their visibility on AI platforms such as ChatGPT, Gemini, and Google’s AI overviews. With more and more internet users starting to trust AI, searches are beginning to move from Google to ChatGPT, and it’s crucial that your website is being recommended here in addition to appearing on Google’s SERPs.
Linkbuilding is an old-school SEO technique that is still used by many businesses today. However, the focus has changed from quantity to quality. If your aim is to improve local SEO rankings, try to focus on high authority local websites that can bring genuine local traffic to your website. Building links from high-quality health websites should also raise the authority of your own website, which should help to improve your rankings.
Targeting the right keywords is an important aspect of SEO, but making sure keyword targets align with current trends is a good way to get one over on your competitors. Obviously, you’ll want your website to appear for the procedures you offer as well as more general keywords, but this will be highly competitive. Combine this strategy with less competitive targets that may relate to celebrity news or trending procedures. Complement this with a news section which covers more general news in your industry.
While SEO should only form a part of your overall marketing strategy, it is one of the most important considerations if you’re trying to increase your local visibility. From a cosmetic surgeon in Manchester to a dental surgeon in New York, most patients will come from the local area, which is why it’s so important to show up for localised searches. Following the tips outlined above will be a great starting point, but it’s important to be aware of how quickly the SEO landscape is changing currently. AI is massively disrupting the marketing world, including SEO. Staying on top of the way SEO is being impacted by artificial intelligence should form a crucial part of your SEO strategy.
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