Whether you’d like to admit it or not, the overall usability and access to information presented on your website can oftentimes be a distinguishing factor for patients as they choose between you and your competitors. This is where search engine optimization (SEO) techniques can help your website stand out from other aesthetics practices. When implemented successfully, SEO is an effective method for increasing market share and boosting revenue.
Now, you may be wondering, “what is search engine optimization?” SEO is the process of bringing your website to the top of the search engine results page and making it easily accessible to your target audience. As prospective patients search for things like “anti-aging treatments near me”, “chemical peels”, “body lasers for fat loss”, or any other aesthetic procedure under the sun, your SEO efforts come into play to let them know you can provide exactly what they’re looking for.
In this article, we lay out six simple enhancements you can make to your SEO strategy that guarantee your aesthetics practice will stand out online.
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Website Optimization
Search engines prioritize websites with high-quality content and design. Make sure that your website is optimized for mobile usage, provides an easy-to-use user experience, and has working links throughout the site.
Ensuring your website is up-to-date and functioning properly sets the foundation for your SEO strategy to attract high-quality leads, increase your practice’s credibility, and improve patient satisfaction (AmSpa, 2022).
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Keyword Research
Keyword research is all about knowing what terms your patients are searching for and ensuring that they are included on your site and as a keyword. Thanks to advancements in Google’s algorithms, you don’t need to have exact keyword matches. That being said, you want to list both specific and generic keywords. For example, if your practice offers a variety of chemical peels, you should list “chemical peels” as a keyword but also include phrases like “treatments for younger looking skin” and “solution for fine lines and wrinkles.” You should also include a mix of short and long keywords, like “Kansas City med spa” and “is Ultherapy right for me?”
Remember, the key is to include keywords that you think your patients actually search for that match the content on your website. Achieving both of these things will boost your site ranking towards the top of Google and other search engines.
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Organized Pages and Meta Descriptions
Make sure page titles and meta descriptions are present and accurately speak to your practice’s products and services. This information helps search engines know what your website is all about, and ensure that your offerings are displayed to the right clientele.
Additionally, titles and meta descriptions make your site easier to navigate and browse, which also improves user experience and helps you to generate higher quality leads.
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Location Information
Because most of your patients will likely be local to your practice’s location, it’s important to pay attention to local SEO. Take the time to check that your Google Business Profile is up-to-date and that your aesthetics practice is searchable on Google Maps. This ensures that your practice will rank at the top when prospective patients search things like “medispa near me.”
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Link Building
Both internal and external links can help enhance your practice’s SEO strategy (AmSpa, 2022).
Internal links are links that link to another page on your website. Not only does this help improve your site’s user experience, but it also lets search engines know that your site is organized and likely to help searchers find what they’re looking for. One thing that you can do today is review your existing website pages and find opportunities to add internal links. You can also keep internal linking in mind as you add new pages to your site!
External links (also known as backlinks) are links that are found on outside web pages that drive to your site. For example, if a local news outlet wrote an article about your practice and linked your website, this would be considered a backlink. Backlinks make your practice more credible in the eyes of search engines and improve your ranking. If you’re looking to start generating backlinks, consider asking partners and bloggers to write guest posts on their site.
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Reviews
Just like in the real world, search engines highly account for reputation. Reviews in your Google Business Profile contribute heavily to your practice’s ranking on search. Consider running in-practice promos or using social media to encourage your patients to leave reviews.
At Synergy, we are here to support you and all of your marketing needs.
