How to Search Engine Optimize for Plastic Surgeons? SEO for Plastic Surgery Services

Outranking
by Outranking
Updated On: September 4, 2023
How to Search Engine Optimize for Plastic Surgeons? SEO for Plastic Surgery Services

The medical industry is highly competitive and saturated, posing challenges to plastic surgeons and dermatologists in attracting and retaining patients. To improve their online visibility and increase organic traffic on their websites, the emergence of digital marketing has made search engine optimization (SEO) a necessary strategy for them.

In this article, we will go through the steps to implement an SEO strategy for your plastic surgery practice website to drive patients using organic traffic.

Why is SEO Important for Plastic Surgeons and Dermatologists?

  • Increased Online Visibility: One effective way to improve your visibility in search engine results and facilitate client discovery is by strategically incorporating appropriate keywords and phrases into your website and digital content.
  • Improved Patient Acquisition: Through helpful, informative content that addresses the needs and concerns of potential patients, you can establish yourself as an expert in your field and build trust with your audience.
  • Cost-Effective Marketing: Unlike traditional advertising methods, such as print or television ads, SEO does not require a large budget—Investing time and effort improves your online visibility without spending a lot of money.

How to Implement SEO for Your Plastic Surgery or Dermatology Website

Plastic surgeons and dermatologists require more than just a website in this era of digitalization- It is essential to meticulously optimize every aspect of your clinic’s website to enhance your online presence and entice prospective patients.

Step 1: Identify the Core Service Areas of Your Plastic Surgery Practice to Create Website Architecture

Plastic surgeons and dermatologists must identify the main areas of expertise within their practice as this aids in developing a content plan and conducting keyword research, leading to improved SEO.

Consider your primary services when dissecting the structure of your website into fundamental offerings and supplementary subcategories. For example, the core service areas for a plastic surgeon could include “Facial Procedures”, “Body Procedures”, “Breast Procedures”, and “Non-Surgical Procedures”. If we take “Facial Procedures”, for example, our extended list of possible sub-areas could include “Rhinoplasty”, “Facelift”, and “Brow Lift”, just to name a few.

Core Service AreasExtended List of Sub-Areas
Facial Procedures1. Rhinoplasty 
2. Facelift
3. Brow Lift
4. Eyelid Surgery
5. Chin Augmentation
Body Procedures1. Tummy Tuck 
2. Liposuction
3. Mommy Makeover
4. Arm Lift
5. Thigh Lift
Breast Procedures1. Breast Augmentation  
2. Breast Lift 
3. Breast Reduction
4. Breast Reconstruction
Non-Surgical Procedures1. Botox
2. Dermal Fillers 
3. Chemical Peels 
4. Laser Hair Removal
5. IPL Photofacial

Step 2: Make a List of Keywords That Align With Your Clinic’s Practices

When researching keywords, keep in mind these three factors:

  1. Create a comprehensive list of crucial vocabulary related to each significant component of your webpage.
  2. It is recommended to conduct keyword research again for each core area that you have.
  3. It is recommended to conduct keyword research for each sub-area of focus within the core offerings, in case there are multiple such areas.

Use tools such as Semrush or Outranking,

  1. Go to Semrush and enter “Breast procedures.”
Screenshot of generated keywords on Semrush relating to the phrase "breast procedures"
Make sure to choose the keywords that best represent your plastic surgery services.

2. Employ the keyword research tool for producing a catalog of prospective keywords that are associated with the primary service domain.

3. Exclude any outdated or irrelevant keywords.

Screenshot of Semrush's keyword filter options.
Narrow down your options.

4. Retrieve the CSV document containing pertinent keywords related to each primary service category.

List of keywords relating to plastic surgery core service areas and corresponding subareas.
Which phrases will lead to the best results for your plastic surgery or dermatologist clinic?

Step 3: Cluster Keywords in Each Service Area to Determine What Topics to Create

The process of categorizing keywords according to their semantic meaning and intention is known as keyword clustering. By clustering keywords, plastic surgeons and dermatologists can develop a more effective SEO content strategy that targets specific groups of keywords. This can help them rank higher on search engines and attract more potential patients to their website.

For example, a plastic surgeon or dermatologist might have a keyword list that includes terms like “facelift,” “botox”, “dermal fillers”, and “wrinkle reduction”.

Keywords with similar meaning grouped together.
These words are semantically related and can be grouped together.

When selecting a main keyword for your cluster groups, take into account factors such as your capacity to generate superior content in comparison to your competitors, the number of backlinks that they possess, and also your expertise in the subject. One way to improve your search engine ranking is by using tools like Outranking, which allows you to evaluate your competitors’ keyword coverage and backlink profiles. This analysis can help you discover opportunities for building topical authority on relevant subjects.

Step 4: Create a Content Calendar and Prioritize Your Practice’s SEO Efforts

These steps can be followed to prioritize keywords for the creation and optimization of content for your website dedicated to plastic surgeons or dermatologists.

  1. Compile a catalog of primary terms and categories pertinent to your field, encompassing words like “plastic surgery”, “dermatology”, “cosmetic treatments”, “facial revitalization”, and similar phrases.
  2. When creating a content calendar, it’s important to choose the main keywords that will help include all related topics by enlarging each category.
  3. To view all the subjects that will aid you in designing your content schedule, click on the Planner.
  4. Develop a strategy and timetable for your content by utilizing relevant terms.
  5. Prioritize your keywords based on business objectives.

A content strategy that concentrates on the most significant subjects for your practice and encourages you to draw in and interest your intended audience can be created by giving priority to your keywords.

Step 5: Establish a Content Production Process, SOPs, and Content Briefs, or Hire an Agency

Plastic surgeons and dermatologists may find implementing SEO to be intimidating, but creating detailed SEO Standard Operating Procedures (SOPs) or content briefs and establishing a process can assist. By following these three expert tips, you can ensure thorough content development and an effective optimization procedure.

Screenshot of Outranking's overview page
Outranking can help you streamline your process so you can get back to what matters most – helping your patients.

1. Create Solid Content Briefs 

Having a clear understanding of your intended result is essential in creating impactful content. To achieve this, generating a content brief that delineates the intention, intended audience, significant terms and phrases as well as the anticipated result can guarantee that the produced content is concentrated and efficacious.

2. Devise a suitable timetable for the dissemination of materials.

To ensure the regular and timely publishing of content, it is crucial to maintain consistency in SEO. This can be achieved by creating a content calendar that specifies the type of content to be produced, its publication date,, and the person responsible for its creation.

3. Establish a systematic process for SEO duties.

With so many tasks involved in SEO, it’s important to have a clear SEO workflow in place to keep things organized and on track. The predefined workflow status of Outranking can be tailored to meet your requirements, which facilitates the monitoring of each document and provides a quick overview of its current stage.

Screenshot of a customizable SEO workflow available on Outranking
This view makes it easy to see where your content is in the process.

Outranking’s content planner is a valuable tool that can contribute to the success of your plan. With Outranking’s Kanban view, you can keep track of every task and monitor the progress of each document efficiently, which helps you stay well-organized and focused. Moreover, Outranking offers an integrated tool to create content briefs or generate SEO content directly in your strategy, making it easy for you to streamline the process of creating high-quality content.

Step 6: Create SEO-Optimized Content for Service Pages and Blogs for Your Practice’s Website

By optimizing your content, they can attract more organic traffic to your website, increase search engine rankings, and ultimately generate more leads and conversions.

Outranking offers a platform for optimizing and writing SEO content that can be useful for doctors who are pressed for time. This platform utilizes various advanced optimization features such as real-time optimization benchmarks, outlines, title and description optimization, unique entities, and word count among others to guarantee the best possible organic exposure of your pages. With the aid of Outranking’s services, you can generate optimized content that will consistently achieve high rankings.

Screenshot of the SEO details for an article titled "SEO for plastic surgeons".
Understanding your content’s SEO details can help you identify areas that need to be improved.

Step 7: Optimize Your Practice’s Internal Linking

By enhancing the internal linking of current pages, a website’s total traffic can experience significant enhancement. The evaluation of current page positions can identify pages with some authority that are ranked among the top 4-14 (from first to tenth). These pages carry significant weight when it comes to internal linking, as they can transfer some of their authority to your pages that require better keyword rankings. To optimize your plastic surgery or dermatology website, focus on keywords related to offered services such as “plastic surgery,” “dermatology,” “botox,” and “facelift” for internal linking purposes.

Step 8: Acquire Backlinks and Local References for Your Practice’s Website

The credibility, authenticity, and reliability of your company can be confirmed by search engines through local citations. Consistency in information across various reputable and relevant websites enhances the confidence level of search engines like Google that your business is legitimate and functional and its representation is accurate. This holds significant importance for plastic surgeons and dermatologists since individuals seek trustworthy experts while availing of such services.

Screenshot of a plastic surgery clinic's Yelp profile.
Here’s a great example of what information you should include.

Moz’s summary highlights that citations hold the fifth highest significance as a ranking factor for local searches. Despite some SEO experts’ opinions on their importance, it is still advantageous to obtain citations from dependable and relevant sources where individuals anticipate finding the business listed.

The success of local SEO depends on the use of structured and unstructured citations. Structured citations require the mention of your business name, address, and phone number (NAP), while unstructured citations are based on contextual references. It is crucial to recognize the importance of both citation types in local SEO tactics.

Your practice can acquire the necessary references by adhering to these four procedures.

  1. List with the ‘big three’ data aggregators: Acxiom, Infogroup, and Localeze. These data aggregators solve the problem of submitting NAP information directly to thousands of websites. 
  2. Submit to other core sites: Apart from submitting your data to the major data aggregators, it is advisable to also submit your details on significant platforms such as Google My Business, Bing Places, and Yahoo Local.
  3. Submit to popular industry and local sites: Submit your clinic’s information to popular plastic surgery and dermatology sites such as Healthgrades, Zocdoc, and RealSelf.
  4. Pursue unstructured citations: Seek unstructured citations by reaching out to local bloggers, journalists, and other industry professionals. 

A study by BrightLocal found that businesses with more than 100 citations rank higher in local search results than businesses with fewer citations. Having uniform NAP information on various directories and websites increases the likelihood of businesses achieving a higher ranking in local search outcomes.

Screenshot of a plastic surgery clinic's profile on the Real Yellow Pages.
How would you improve this profile?

Step 9: Optimize Page Speed and Website Experience

Plastic surgeon or dermatologist websites must optimize their page speed and website experience for better site rankings in 2023 as it directly affects user experience and engagement. Improved website speed and enhanced user experience result in increased conversion rates, estimated SEO optimization, and improved rankings on search engines.

An SEO landing page can improve your website’s conversion rate by providing visitors with relevant and targeted information that encourages them to reach out for more information about your services.

By utilizing lightweight themes from code canyon and WordPress plugins such as NitroPack, plastic surgeons or dermatologists can quickly enhance their website experience and page speed.

Step 10: Track Rankings Using Google Search Console

Connecting to Google Search Console and tracking website ranking data can help increase organic traffic to your clinics and, as a result, attract more patients. By analyzing the ranking data, identify which content areas need improvement, optimize your website, and redirect underperforming pages. An SEO content audit tool will improve the quality of your content and make necessary changes.

To interpret the website ranking data and take appropriate actions, you can use the following table:

GoalActionRanking Data
Enhance the effectiveness of interlinking within a website.Enhance the interlinking system of pages that feature keywords ranked between the 4th to 14th positions.Webpages that have keywords listed in the 4th to 14th positions.
Establish expertise in a specific subject area.Generate new and unique content that satisfies the search intent of users, and refrain from using any keywords in the top 20 rankings.Pages that do not have any keywords ranking within the top 20 positions but still match the search intent of users.
Improve underperforming pagesEnhance or redirect web pages that lack any keywords ranking in the top 20 positions and fail to align with the search intent of users.Pages that do not have any keywords ranking in the top 20 positions and are not relevant to the search intent of users.

Step 11: Optimize Your Practice’s Local Google My Business Account

One can enhance their online presence by utilizing Google My Business, a complimentary service that enables businesses to furnish additional details about themselves in search results. This may consist of photos, videos, working hours, and shortcuts for booking services. To improve your Google My Business listing, implement the ensuing measures:

Screenshot of Google search results for "plastic surgeon in Boston".
Even though the fourth result has more reviews, the first result is better optimized for this local search.
  1. Claim and verify your business listing with Google to ensure accuracy and control over the information displayed.
  2. To enhance search visibility, select the most appropriate and precise classifications for plastic surgery or “Dermatologist”.
  3. Include top-notch images featuring your workspace, personnel, and examples of work done to illustrate your proficiency and commitment.
  4. To assist potential patients in making informed decisions, provide comprehensive and precise information about the services you offer, such as explanations of treatments and procedures available.
  5. To enhance your reputation and draw in new patients, prompt contented patients to share favorable feedback on your Google My Business page.
  6. By promptly monitoring and addressing reviews and messages, you can exhibit the significance that you give to your patient’s feedback and participation.
  7. Use Google Posts to share updates, specials, and events with your audience to keep them informed and engaged.

Step 12: Invest in the Right Tools to Set Up the Structure, Create a Process, and Optimize Content

For plastic surgeons or dermatologists aiming to thrive with SEO, it is essential to invest in appropriate resources like Outranking. Outranking functions as a comprehensive SEO platform that enables users to conduct keyword research, optimize content, and track performance. These professionals can simplify their SEO content strategy, including on-page optimization, by using this tool. The suggestions provided by the tool for keywords and optimizing content, along with performance metrics to measure its efficacy can streamline the process. By outranking competitors in search engine results, healthcare providers can enhance their website’s visibility and attract more visitors, ultimately increasing the number of patients they serve.

Step 13: Focus on the Ultimate Goal: Leads and Conversions

The primary goal of websites is to generate organic traffic as it is an economical means to draw in potential customers. Nevertheless, it is crucial to concentrate on capturing leads and achieving conversions as mere website visitors do not always translate into new clientele.SEO consultants send their patients frequent SEO reports. A general keyword such as “plastic surgery” might generate a large volume of irrelevant traffic, whereas a more precise keyword like “Los Angeles rhinoplasty expert” could attract a highly focused audience for plastic surgeons or dermatologists.

Assessing a Firm to Assist with SEO for Your Cosmetic Surgery or Skin Care Clinic

To make an informed decision, it’s crucial to assess the proficiency, reputation, outcomes,, and adaptability of the SEO agency you are considering for your plastic surgeon or dermatologist’s website.

Practical application of search engine optimization experience.

When searching for an SEO agency, it’s recommended to find one that has been in the industry for 5-10 years and specializes in plastic surgery or dermatology websites. It is crucial to go through their ratings and reviews on various platforms such as Clutch, Google, and Yelp. It is advisable to prioritize agencies that have excellent ratings and receive favorable comments from their patients. These agencies possess relevant experience that allows them to better understand the competitive market, thereby enabling them to develop more innovative strategies when devising a plan of action.

Innovation and creativity

When looking for top SEO agencies, it’s important to inquire about the innovative and imaginative tactics they have used to set their patients apart from others. For instance, we have formulated exclusive techniques exclusively for plastic surgeons and dermatologists that concentrate on enhancing local search optimization, managing online reputation effectively, and leveraging content marketing.

A verified methodology and tailored technique.

In your search for an agency, seek one that can demonstrate established procedures and guidelines for conducting website audits and SEO. Nonetheless, it is important that the approach can be customized to your specific competitive position and offer adaptability.

When searching for an SEO agency, it is crucial to prioritize finding one that has your practice’s best interests in mind. To ensure this, you can inquire about their past experiences with comparable clinics such as plastic surgery or dermatology offices.

Looking for an SEO expert to create a strategy and address any urgent inquiries?

If you’re looking to improve your plastic surgery practice’s online presence, it’s important to have a solid SEO plan in place. While hiring an agency can certainly help with execution, it’s crucial to have a clear understanding of how to create an SEO document before diving in. The expertise of a professional SEO consultant and strategist such as Outranking can be beneficial in that regard.

We can collaborate with you to create a thorough strategy that considers your company objectives, intended audience, and competitors. We can also assist with an SEO content optimization guide. We can assist you in ensuring that your SEO endeavors are efficient and consistent with your comprehensive marketing plan.

Don’t leave your online success to chance—Contact Outranking today to learn more about our SEO consulting services.

How much does an agency charge for SEO for plastic surgeons?

The cost of SEO for plastic surgeons varies depending on the agency and the scope of work. Approximately, SEO packages for plastic surgeons start at $1,000 per month. A team of experts focuses on delivering measurable results and ensuring that our strategies align with your specific business goals.

SEO KPIs for Plastic Surgeons: How to Measure the Success of Your SEO Strategies

When it comes to measuring the success of your SEO efforts, there are several Key Performance Indicators (KPIs) to consider. These include client booking, appointments, and positions in Google Business.

  1. Patient Booking: By optimizing your website for relevant keywords and providing valuable content, you can increase the likelihood that potential patients will find and book your services.
  2. Appointments: By optimizing your website’s user experience and providing clear calls to action, you can increase the number of appointments booked through your website.
  3. Position in Google Business: By optimizing your Google Business profile and improving your position in local search results, you can increase your visibility to potential patients in your area.