For plastic surgeons with local websites, gaining and maintaining a prominent online presence is one of the keys to ensuring a steady flow of clients. However, as some of you may have already known, getting relevant traffic and increasing sales via online websites is, to say the least, a daunting task. Many surgeons embarking on SEO are left with the feeling that they are missing out on a very important principle for gaining traffic.
Here’s the deal: there’s no one-size-fits-all solution to boost your business using online resources. There are, however, some practical surgeon SEO techniques you can use to improve your search engine rankings and increase your conversion rates:
1. Conduct a Citation Audit (Name, Address, Phone Number)
First and foremost, you need to conduct a citation audit. A citation is a reference or mention of your business’ name, address, and phone (NAP) anywhere on the web. Citation consistency is seen as the third most important ranking factor in the 2014 Local Search Ranking Factors outlined by Moz.com. You need to make sure that your company details published on various websites are accurate as wrong phone number, address, or name may lose you traffic and customers.
2. Get Listed on Local Directories
Online directories are the equivalent of Yellow Pages of the years gone by. In this age, potential patients most of the time turn to online directories to search for the nearest or most reliable surgeon in town. Don’t miss this chance. Search for the most relevant local directories and get yourself cited there.
When people see your name in respected online directories, they get the impression that you’re respectable and trustworthy as well. Good resources for getting listed on local directories (particularly those that can empower your surgeon SEO strategy) include Yext and Whitespark, to name just a couple.
3. Get Listed on Medical-Specific Directories
Let’s not forget about medical-specific directories. These can be a powerful tool if you use it right. Search for directories that list medical practitioners whether by field, area, or membership to associations or organizations. There are also field-specific directories such as Lasik Surgeon Directory which lists eye surgeons, Spine-Health Directory, Orthopaedic Surgeon Directory, among others. Getting listed in such sites will increase your exposure and enhance your credibility.
4. Ensure Your Surgeon Website is SEO-friendly
This is perhaps one of the best things you can do to improve your surgeon SEO strategy. Website’s SEO-friendliness does not just rely on stuffing pages with keywords (as this can just get you penalized), but rather sound SEO for surgeons encompasses many elements, such as link structure, content, URLs, filenames, and images. In other words, everything in your website should be purposively tailored to increase SEO performance, all while crafting your local brand as surgeon. One great resource is the services and solutions for SEO at Optimized Surgeons.
5. Regularly Publish Industry-Relevant, Evergreen Content (On-site & Off-site)
We mentioned a while ago that SEO for surgeons involves content creation. In fact, producing relevant content that will add value to your readers is indispensable if you want to hit it off with Google. First, keep your content relevant to your readers. You’ll also find it valuable to your plastic surgeon SEO program to ensure all content is media rich and long-form.
Write what they want or need to know, not simply what you want to let them know. Think how they think; what are their questions, assumptions, information needs? Second, keep it evergreen – meaning write contents that will stay relevant even years from now. For example, if you’re an eye surgeon, you may write about Factors to Consider Before Undergoing an Eye Surgery. It’s both relevant and evergreen. One last note: it’s important to regularly publish such contents, either on your website or not, as it shows that you’re actively engaged with your audience and that you’re an expert in your field.