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A Plastic Surgeon SEO Strategy in a Nutshell
Whether you do SEO for surgeons as a marketing professional or you're tackling your plastic surgeon SEO strategy in-house, executing a solid strategy doesn't require a lot of resources. Rather, successful SEO for surgeons is the result of implementing the proper techniques in the right places.
As we approach 2015, revamping your plastic surgeon SEO strategy will be vital to succeed in the new year. Below are some foundational strategy insights to help you attain top search engine exposure for the keywords that will drive your surgical practice meaningful traffic.
1. Choose Keyword Targets Mindfully
Keyword selection will often depend on where you're located. If your surgical practice is based in a competitive geographic market (e.g. San Francisco or Dallas), then you'll want to look at more precise long-tail keywords that reflect your core surgical specialties.
For instance, a surgeon in a smaller city like Traverse City, Michigan can rank easier for "plastic surgeon Traverse City" compared to a plastic surgeon in San Francisco. The latter California-based surgeon would be better off optimizing for surgical niche like rhinoplasty, breast augmentation, or other specialized surgical procedures that people are seeking. This helps slim down the competition while helping you attract more targeted patients.
In short, it's often best to build your surgeon SEO strategy around a very specific niche. Almost every plastic surgeon wants to rank for "plastic surgeon [city]." By choosing highly-specific keyword targets, you can define your plastic surgery practice as the authority in a given surgical specialty.
There are some agencies that specialize in SEO for surgeons, and offer free audits to help with keyword selection and developing your surgeon SEO strategy. We suggest www.OptimizedSurgeons.com. Not only do they offer services in SEO for surgeons, but they offer a wealth of insights on their blog.
2. Populate Your Website With Unique & Valuable Content
Many SEO-savvy surgeons are over-concerned with on-site optimization, as many are under the impression that a strong website is what fuels top rankings. Well, on-site factors are only about 30% of the equation in how Google determines it's search engine rankings.
Focus your on-site SEO efforts on creating unique and valuable content that resonates with your target patients. Sure, keyword relevancy is important. But having a website with deep content that helps educate, inform, and/or enlighten patients is what ultimately distinguishes the authorities from the rest of the pack.
Some content strategy ideas include:
- Start a blog or articles pages where you can regularly publish content about your surgical specialty
- Create webpages (e.g. "Our Services" or "What to Expect") that very deep and rich with unique content that offers value
- Ensure your homepage content has at least 200+ words of crawlable text (avoid having a lot of text in images where spiders can't crawl it.)
- Create videos and other rich media content
You're website doesn't need to be a library. Rather, a simple 10-page website can rank just as well as deep 100-page website. It all comes down to the off-page variables that define your practice.
3. Invest Most of Your Surgeon SEO Efforts Off Your Site
Off-site variables (e.g. backlinks, social signals, etc.) make-up 60-70% of Google' search engine algorithm. For this reason, you'll want to invest most of your time and energy in external endeavors.
Backlinks are ultimately the bee's knee's to ranking higher in Google organic search. However, in most cases, Google will display the local search listings (accompanied by the Map and red pins) for desired keyword targets that are associated with a city or geographic reference. The ranking algorithm of these local search listings are determined by other factors, with citations (mentions of your practice's name, address, and phone) being paramount.
Start by getting your practice listed on major directories like Yelp, Google+, LinkedIn, Yahoo! Local, Superpages, Yellowpages, and any others you can find. You should also check out directories and websites specific to surgeons. Having a profile on these websites provides a citation which can help with you Google local rankings. Additionally, many of these profiles will provide a link back to your website, which can help increase your Google organic search ranking.
Several sources of citations and backlinks are also social media sites, which is another layer of the SEO equation. Having an active presence on Facebook, Twitter, LinkedIn, Google+, YouTube, and/or Pinterest, can offer a solid supplement to SEO. If you're regularly blogging and producing content, then these social sites offer the perfect medium to share your content.
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