In today’s digital-first customer journey, it’s no longer an option to prioritize how your business ranks in local search results. It’s the best way to be found by new potential clients.
With a search-optimized content strategy for plastic surgeons, one that is very localized in bringing in leads to you, you can increase the number of clients you receive. Optimized written content with a local focus is critical. Not only does it help with search engine ranking, but it also helps to build customer engagement. People want to speak to a plastic surgeon who is local to them and knows the community.
Developing a very specific, localized search-optimized content strategy for plastic surgeons creates long-term results. With the right team, like our professionals at Surefire Local, you can build a wealth of information and resources for your clients while launching your brand and driving your profitability.
Understanding Local SEO
Search engine optimization (SEO) is the process of informing search engines of the type of service you offer so they can align those services with customers who are looking for them through the search engine. Local SEO goes one step further.
It’s the focus of targeting not just people looking for the services you offer, but those within your local, geographical area. Remember, these are the people close to you who are most likely to set up an appointment.
Your goal is to encourage Google to position your website in front of people who are close to your physical location and who need the services you have to offer. Numerous factors play a role in this, and having multiple strategies in place is critical. This includes:
- Creating backlinks to local establishments
- Incorporating geo-specific keywords onto your website
- Incorporating reviews into your website from local clients
- Incorporating local content that showcases that you know the area
- Addresses and other data that show the location of your business
Each one of these and other components helps to drive more local traffic to your website. That means your investment in marketing is going further.
Search-optimized tactics for your website
Website content is at the heart of local SEO. This is the information you place on your website that you expect both search engines and people to read. With a local focus, you’ll want to include simple but highly effective strategies into your website to produce results. This could include:
- Localized keywords and phrases: Choose plastic surgery keywords that incorporate geographical information, such as the city you operate in or the towns nearby that you service.
- Local information: You also need to structure the content on your website to include more local information, including statements such as “We are located right next to the pier on W. 5th Street.” Being specific like this, including landmarks and even nicknames for the city, can help to localize your content.
- Location-based meta tags: Throughout your SEO strategy, you’ll create meta tags and descriptions that incorporate the services you offer, names, and other details of your practice with geographical elements. Your meta should always include geographical elements, as a plastic surgeon, to help signal search engines where you are located.
- Natural language: Here’s one of the best tips for structuring your website content to achieve these goals: use local lingo. Whether it’s a street name, region, or other data that showcases that you really are local, include that information.
Your website content needs to easily be recognized as locally influenced, but so does your blog. Your blog is an excellent way to build up the local feel of your space because it is more laid back and easier to offer a conversational tone. There are a few tips to help you with this:
- Create content with a local focus. What are people local to you looking for? What are your local clients most interested in due to trends or insights?
- Incorporate local events that you may sponsor or be a part of, or discuss the timeline based on when these events are occurring, “We’ll be right down the street after the parade…”
- Incorporate local news into your blog content as well. Anything that’s relevant to your plastic surgeon business can be a component here.
Search-optimized tactics for your directory listings
Business directories for plastic surgeons within a local area can also be helpful. Whether it’s the local chamber of commerce or a health-related directory, your business should be listed there.
The key to making it successful is ensuring your NAP information is accurate and the same across all platforms. Your NAP (Name, Address, Phone Number) must be exactly the same on each directory listing so that Google links them together.
You also will want to reach out to your clients to ask them to provide a review for you on these business directories and listings.
Search-optimized tactics for your Google Business Profile
Google offers another free tool that aids with local SEO. It’s your Google Business Profile, a type of listing within the search engine that helps people looking for your services to find you. You can claim your profile on Google and then fill out all of the information about your company. The great part about this is that it serves numerous features.
- It includes your name and location.
- Incorporate keywords, such as important plastic surgery techniques.
- Place photos, including before and after photos, pictures of the location, and doctor bios.
- Encourage your clients to leave a review here.
- Incorporate helpful tips and information that are relevant to the services you are providing.
- Respond to searcher questions and reviews, creating answers that the public can see.
You’ll want to use and maintain your Google Business Profile moving forward at a steady pace. Update it often to keep the information there fresh, including information about promotions or new services you may be offering.
Search-optimized tactics for social media
You may know the importance of social media, but not just any information will do. Instead, localize it. Incorporate social media posts designed for your local audience. “With the heat expected to be high next week, it’s the right time to talk to us about skincare…” You can also incorporate information about local services, before and after photos of your clients who give permission, and insight into what you’re doing within the community.
Engage with the community on social media, including by:
- Connecting with local followers
- Joining local groups within your city
- Engaging within forums and Facebook groups on related topics
- Network with other businesses
You also want to use social media to help promote your events and partnerships. You can create educational events, perhaps a live Q&A session, or information about a local event you’re hosting.
Search-optimized tactics for your online ads
Most plastic surgeons will incorporate some level of local, paid advertising in their marketing strategy. However, this should be very localized since there’s no benefit to putting your ad in front of someone two states away (unless you’re that good!)
Your online advertising should incorporate ad copy that speaks to your local community. More so, leverage ad extensions to enhance your local credibility. Also, note the importance of ensuring a local phone number is displayed in your ads.
Measuring success
Putting in place a search-optimized content strategy for plastic surgeons takes refinement over time. You can create that by tracking your local search rankings and website analytics. Learn how to see the correlation between clicks and the types of ads you’re using. Then, analyze your client engagement and conversion rates. What’s really getting people to book appointments?
Over time, make adjustments. Adjust strategies based on performance metrics so you are always operating at the highest level possible.
It’s A Lot to Do, But We Can Help You Minimize the Work and Improve the Success
These local SEO strategies are critical for plastic surgeons because they help signal to the search engines that you offer the services local clients need. Ensure that you are creating content that is very locally driven to maximize exposure.
Surefire Local can help you. With our localized online marketing tools, we support plastic surgeons who are creating an online presence by building local signals across platforms and profiles. We make it easy for you to track success too. Our search-optimized content strategies for plastic surgeons are always customized to fit your needs. Our platform makes it possible for you to stay up-to-date and always evolve as the local climate detects, too.
Ready to Learn How We Can Help You?
The specific strategies ideal for your plastic surgeon business should be carefully evaluated, including website and content, social media content, directory management, and ad placement. To learn how we can maximize this for you, schedule a demo now.