
Since plastic surgeons can’t be marketed through medical insurance directories, SEO has become an incredibly important marketing tactic for them.
Search engine optimisation gives plastic surgeons the opportunity to make patients aware of their expertise, procedures, pricing and location but how do you get started?
SEO recap
SEO is the process of using search engine algorithms to enhance your online presence, helping you reach your ideal target audience. Google’s algorithms work with a number of different factors with the main goal of providing users with the most relevant information.
According to AdWeek, 81% of consumers will use online research before they purchase a product or service, which highlights the importance of SEO.
One of the main benefits of SEO is that it’s a tactic that will attract a targeted audience at a fraction of the price. In fact, SEO only costs about a tenth of print, TV, or radio marketing.
SEO is also an always-on marketing tactic, helping you reach potential patients at any time of the day or night.
Why use SEO?
So why should you focus on SEO as a plastic surgeon?
– Plastic surgery search queries are on the rise. Today’s consumers are far more open to the idea of cosmetic surgery and the benefits it offers, which is why plastic surgery-related search queries are on the rise. The Mommy Makeover procedure is one example of a query that has seen exponential growth since 2007 and surgeons with the strongest online presence are the ones being chosen to perform these types of procedures.
– Generate higher quality leads. Not only will SEO cost you significantly less money but it will also yield highly targeted, quality patient leads. Unlike radio or print advertising, SEO leads are automatically warm leads because they have willingly chosen to seek information on a doctor or procedure. Patients who have found your practice online are already interested in what you have to offer, you only need to convince them of why they should choose you.
– SEO mechanics make sense for cosmetic surgery practices. Plastic surgeons already have a wealth of topics that they can use to create quality, engaging content on a regular basis. And when this content is able to address patient search queries and has been optimised correctly, it creates a steady flow of targeted traffic to your site. Azuri Group believes that the better and more diverse your content is, the better your practice will rank.
– SEO enhances the sales cycle. Optimised content will help move patients through the sales funnel and in some cases, help shorten the cycle completely. By creating optimised content that would be relevant to patients at different stages of the sales cycle, you increase the chances of being able to reach potential patients who are at different stages.
– Design a virtual dialogue. While your content can be used to educate and reduce anxiety in patients, SEO also ensures that you’re paying attention to every other digital touch point in order to provide patients with a great experience overall. Your website design, customer testimonials and trust marks are just a few of the elements that will encourage customers to spend more time on your site and convert. And when Google sees strong engagement rates and conversion levels, the higher it will rank your site.
When done right, SEO can be one of the most effective digital marketing tools for plastic surgeons.