7 Plastic Surgery SEO Mistakes That Are Costing Your Practice!

There are 7 common Plastic Surgery SEO Mistakes that practices make, this article will explain all 7 and offer solutions.

81% of people perform some type of online research before making a Big purchase

47% of plastic surgery patients view 3-5 pieces of content BEFORE talking to a patient coordinator or having a consultation.

75% of people NEVER scroll past the first page of search results!

These statistics should impress upon you how important SEO or search engine optimization is for your plastic surgery practice.

Most plastic surgery practices leave their SEO strategy up to chance or outsource it some so-called “expert.”

This is a HUGE mistake and could be costing your practice HUNDREDS OF THOUSANDS of dollars every year!

But don’t worry, in this article, I’m going to share with you the 7 most common Plastic Surgery SEO mistakes that are made by marketing managers, facility coordinators and SEO specialists.

If you don’t currently have anyone doing your plastic surgery SEO then you can use this list to avoid mistakes. If someone is already doing your SEO for you, you can use this as a way to check their work.

The 7 Most Common Plastic Surgery SEO Mistakes: 

  1. Not having an SEO strategy. The most common mistakes plastic surgery practices make is not having an SEO strategy and relying on hope. While it’s true that some searchers will be able to find you by searching for the Dr or practice’s name it’s much more likely that they will be searching more specific terms like “botox near me” than looking for a specific name.
  2. Being too broad. The next big SEO mistake is being too broad. While it is a good idea to include broad terms like “plastic surgery” or ” Breast augementation” you will have a lot of competition for the top search results and there are much easier ways to go about it by optimizing your site for more specific terms by adding a location or other information to the search term.
  3. Not separating Locations. This is one of my personal pet peeves. Many practices have multiple locations some even operate on both sides of the country. You must separate your practices from each other in order to get the correct searchers to each location. There’s no point in having a woman searching for breast augmentation in Phoenix find out information about your Tampa practice. It may seem like a good idea but you want to make sure there are unique search terms and pages for every location in your practice.
  4. Duplicate Content. This is often the mark of a bad SEO “expert.” Google hates duplicate content because it can’t really tell if it’s being used with or without consent. So even if it’s on your own website, if you copy and paste different pieces of content like a bio on more than one page, Google is going to flag that as suspicious and punish you.
  5. Ignoring Meta Descriptions. The meta-description is a 160 character tag in the programming language HTML that tells Google what the page is about. You must make sure that you are optimizing EVERY page of your website’s meta descriptions as that is a major piece of what is called “on-page” SEO.
  6. Not optimizing for mobile. As of 2015 More mobile searches have been made than desktop ones. This means that your website has to be optimized for mobile searches first and desktop searches second. There are way too many plastic surgery websites out there that are using old out dated templates or programming languages that are not mobile friendly and it’s costing their search results.
  7. Not starting local. Last but certainly not least, as all politics are local politics, all searches are local searches. You want to make sure that you start by covering all of the search terms for the locations your practice serves even if that’s not exactly your geographical area.

Ok, I know that was a lot of information so let’s quickly re-cap so that you know where to start or how to evaluate your SEO person.

I started off by sharing some SHOCKING statistics about search and plastic surgery seo.

After that I shared the 7 most common plastic surgery seo mistakes which are:

  1. Not having a SEO strategy
  2. Being too broad
  3. Not separating locations
  4. Duplicate content
  5. Ignoring meta-descriptions
  6. Not optimizing for mobile
  7. Not starting locally

You now know enough to get started with your practice’s SEO.

If you want to learn more about plastic surgery SEO, check out this Free Case Study !


What Does The User Experience On Your Plastic Surgery Website?

Most Plastic Surgery Websites are not set up with user experience or “UX” in mind. You want your website to deliver a predictable, emotionally relevant experience to your visitors that tells a story.

How Do You Describe The Experience Of Watching a Sunset?

What do your website visitors experience when they visit your plastic surgery website?

If your site is like most plastic surgery websites, chances are that when you surf over to it you’re met by an image of an attractive young woman or some part of her like her butt, breasts or nose. Or if you’re looking at the website of one of these so called “Celebrity” plastic surgeons the webpage is all about them.  Pictures of them, their credentials, who their clients are.

Neither of these websites provides the right experience for a new visitor who might be a potential patient.

Defining Your Patient Experience Online:

While you may have mapped out your patient experience from the moment they walk in the door, most practices do not define and plan a patient experience online.

But first let’s lay out the definition for User or Patient Experience we’ll be using here:

“Every aspect of the user’s interaction with a product, service, or company that make up the user’s perceptions of the whole. User experience design as a discipline is concerned with all the elements that together make up that interface, including layout, visual design, text, brand, sound, and interaction.”

This definition from The User Experience Professionals Association is a great place to start but to break it down further into categories we need to go to the work of Peter Boersma who broke UX into 6 categories in his “T-Model”

  1. Research
  2. Usability
  3. Information Architecture
  4. Interaction design
  5. Visual design
  6. Content

Let’s quickly touch on how each of these 6 categories relates to your plastic surgery website.

Research: The first step to creating the correct user or patient experience is to research what your user is actually looking for. Patient experiences can differ dramatically depending on the procedure or treatment a patient is seeking. You should know what your top 5 procedures or treatments are and have unique user experiences prepared for all web searchers

Usability: The second factor in your patient experience is how easy your site is to use. Sites that are too busy or have too many calls to action or distracting videos can cause potential patients to leave your site. You want to have clearly mapped out easy to follow instructions to help every visitor who arrives on your website figure out where to go.

Information Architecture: Information architecture is the science of labeling your website correctly using meta-tags, directories, image alt tags, etc to make your site easy to find for the searches that are relevant to your practice.

Interactive Design: Does your plastic surgery website allow your users to achieve their objectives in the simplest way possible? If not then you have interactive design problems.

Visual Design: Since you are in the business of appearance your website needs to look good and current! There is no point in investing a lot of money into a website if you are not going to update it’s look and feel every 3-6 months to keep up with the current trends. It’s not unusual for huge websites to change multiple times a week.

Content: Last but certainly not least your content needs to be relevant, recent, and related to your user’s searches. If all of your search traffic is for botox and all of your content is for Breast Augmentation you’re going to have UX issues.

This article is not intended to be an ultimate guide to user experience for Plastic Surgery Websites ( I might write that if there is enough interest in the comments) but instead to get you thinking about what the user is experiencing when they visit your website and what you want to them to experience.

Hope that helps,