There are a number of strategies you can employ to build a following for your Internet presence. These include everything from your web site, to email marketing, to your blog, to Twitter. But in the end, nothing ensures a steady flow of new visitors more than sound Search Engine Optimization. Basic medical practice SEO makes it more likely for those searching the Internet to happen upon your website or blog.
By new visitors, we aren’t talking about people who type in “Dr. Your Name” Of course; those people will find you because they were looking for you specifically. In this case, we are talking about that person in Houston, Texas who searches, “Botox + Houston”, sees your practice link on the first page, and clicks through to your landing page. A new visitor is the prospect you gain organically by making it easy for them to discover you.
Inbound Marketing is by far the most productive approach to attracting new visitors. We shared the reason why a few months ago in our post, Inbound Marketing: A Better Way for Plastic Surgeons:
The key to Inbound Marketing is creating something people are already looking for. Useful content discovered in web searches is far more likely to be read than an unsolicited email if it even gets read at all. Blogs that deal with subjects a person is already interested in, are more effective than even your practice’s main web site. Of course, you need the best web site possible but it still requires people looking for it. Outbound Marketing is like using a jackhammer attempting to break the defensive walls of sensory overloaded potential clients while Inbound Marketing is like a magnetic north pole drawing people in who are already inclined to come your way.
Think of solid SEO as the oil that lubricates the engine of effective Inbound Marketing. No matter how brilliant your content is, people have to find it. If you fail to pay attention to proven SEO methods, your Inbound Marketing Engine will not produce the results it should. Here are some Do’s and Don’ts for SEO that will attract new visitors.
Do Produce Powerful Content: The best approach is to write informative content that offers real value to the visitor. Then work in well-researched keywords that don’t disrupt the smooth flow of thought in that content.
Do Know Your Target Audience and Speak Directly to Them: SEO keywords and tags should use specific phrases your potential clients are already using. Learn how to narrow the net so that visitors are funneled toward you. What is the common term used in your area for plastic surgery? If the more common term used in your region or with the demographic you want to reach is “aesthetic procedures” then focus on that keyword. If you are introducing a procedure in your city that is in the news, use keywords that focus on it. Instead of “plastic surgeon in Houston” you might use “breast augmentation in Houston Texas”.
Do What it Takes to Be Trusted: The greatest boost to your SEO engine is outside of your direct influence. A large portion of your SEO is based on things that occur outside of your website or blog. Search engines really start to take notice when others see you as an authority. The more links from other sites and mentions in social networks pointing to your keyword rich content the better. This is the main reason you need to be active on other sites besides your own. Guest blog posts that point back to your site or carefully structured link exchanges accomplish this well.
Don’t Trick the system: Rule number one is to create your site for your audience not the search engines. Your website and blogs need to be filled with original, user-friendly, and meaningful content. There are literally thousands of plastic surgery related web pages that are nothing more than the same tired and outdated information packed with keywords to trick people into landing there. People keep coming back to relevant and valuable content and search engine designers know that.
Whatever you do, don’t try to game the system by loading your pages with “invisible” text populated by nothing but keywords. This trick worked at one time but no more. In fact, getting caught at this can cause your site to be blackballed from search listings altogether.
Don’t Fail to Track Your Progress: Learn to use Google Analytics to see how well you are progressing in your SEO strategies. If you need some help, try out some of the free tools that can be used from without your website and blog to analyze the success of your keywords.
Don’t Get in a Hurry: Developing your SEO strategy is a learning process. Getting a clear picture of results can take weeks and even months. But with patience, a sound SEO strategy ensures a steady stream of new visitors and prospects for your practice.