SEO for Medical & Aesthetic Practices
Zero fluff, just ranking for medical and aesthetic keywords that matter

Get ranked for keywords on Google for keywords that result in more clients for your medical practice. Choose a medical marketing company that understands how patients use search to choose a medical and aesthetic practice.

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SEO for Medical and Aesthetic Practices

Search Engine Optimization (SEO) is critical for marketing your medical or aesthetic practice. Much of your SEO success revolves around optimizing for the keywords you want to rank for in your market. The effectiveness for ranking well during keyword search, depends on a variety of factors. These include the number of facilities ranking for them online as well, and the quality of the content on your website.

It’s important to understand that “Pay Per Click” and “SEO” are virtually the same in that it’s the same person searching online. Both channels should work together. We've written a comprehensive page on keyword categories to help you navigate both your pay per click and SEO marketing efforts.

Not every keyword is created equal. Be careful not to be fooled by companies that help you rank for thousands of keywords. That's bullshit. We've seen countless of companies send reports that are worthless to clients. It makes absolutely no sense to rank number one for a keyword no one is searching for... besides the SEO company that is selling it to you. Look for accountability in marketing companies to track and optimize your keywords to actually drive business results.

Our company holds ourselves accountable by providing transparent keyword ranking and reporting, so you can feel confident that we are delivering results. We can help you start optimizing your website by doing a review on your website and creating a competitive analysis. You can be successful with SEO. It is possible.

What It Takes for My Medical or Aesthetics Website to Rank

Whether you want to tackle Search Engine Optimization on your own, of if you have an agency running your efforts, you'll want to know your SEO basics so you can market your medical practice effectively.

Outlined below are the core pillars of SEO. Read on to learn how Content, In-bound Links, Internal Linking Structure, Authority, Geo or Proximity, Speed and Mobile Usability all contribute to ranking well on search engines.

  • Content
  • Inbound Links
  • Internal Linking Structure
  • Authority
  • Geo or Proximity
  • Speed
  • Mobile Usability
Content for SEO and Marketing Medical and Aesthetic Practices

It’s no surprise that CONTENT is one of the main keys to medical and aesthetic marketing with SEO. Your content (the text that fills your website) needs to be rich and unique as it details your practice's treatments and procedures.

To begin, it’s worthwhile to sit for a few hours and write down all you know about a procedure. Even if it is not organized in the beginning, doing a mental download of everything you know about a medical treatment or procedure probably equates to more than 2 to 3 thousand words. From there, you can go back and start to organize and optimize for SEO over time, or work with an SEO professional to help streamline the revision process and put SEO optimizations in place.

There are no rules in terms of word count. Content should be thorough and explain all aspects of the procedures and treatments. A great page answers all of the basic questions that people have about medical or aesthetic procedures and includes quality before and after pictures. You'll also want to include the city that you want to rank for on the page.

We recommend using software to help guide you with medical SEO optimizations in order to make sure that search engines understand how to read your content and give it a great chance at ranking. The report below is a sample SEO page optimization report we send to clients after we have optimized a page for SEO and a keyword. In this case, the keyword was "Coolsculpting Newport Beach."

Inbound Links: Reputation Points for your Medical and Aesthetic Practice

Google wants its users to have a great experience. They do not want to send a visitor to a slow, hard to navigate website. This is a simple concept to understand.

The challenge is understanding that the loading time / speed of your medical and aesthetic website can affect the marketing of it. Google and other search engines outline that website load times are a huge factor in how well they rank. Unfortunately, while optimizing for site speed and load times is very important for your website’s success, it is also  extremely technical. We do not suggest you try this yourself as you can take down your website or cause other severe issues.

Most website platforms are already optimized, however it's the additional content like images, text, videos, social media and forms that increase website load times for medical and aesthetic websites. For example, images need to be compressed in file size. The larger the file size of the image, the longer it will take to load and impact loading times.

The website's underlying code can also be a cause for slow loading times. There are several free resources that enable you to test the website load times of your medical or aesthetic website. We invite you to test your medical or aesthetic website by searching "website speed test" on Google.

Let's share what this process looks like for our company. As of right now, we've just re-launched our website and are currently optimizing the home page as we make updates. So we'll first update the homepage, then run it through a site speed tool to diagnose any issues and then quickly resolve them. These tests score from 1 to 100 and, most of the time, you can get to the site scoring near 100 with some really simple optimizations.

Internal Linking Structure in Your Medical and Aesthetic Website

Have you ever been on a website that seems professional on the homepage, but as you click to other pages on the website, you notice a serious decrease in quality? Google recognizes this pattern too, and as a result, typically assigns lower ranking scores to the pages further out from the central homepage.

However, these lower rankings can be a shame, as often the pages off the main page have excellent specialized content. For example, subpages for a Medical Spa can focus on specific treatments like CoolSculpting, Botox, etc. Breaking down the treatments into subpages is extremely helpful to the reader as it gives them access to the specific topic they came searching for. In addition, a more specialized page often has a better chance of ranking well for keywords on a search engine.

So how can you improve the ranking of ALL the pages on your site? This is where “internal links” come into play!

Unlike Inbound links, which make connections between completely different websites, internal links point to different pages within the same domain/website. One of the ways Google calculates a page’s importance is by how many internal links are pointing to a specific page on your website. Generally, your homepage will have the highest ranking because it has the most links throughout your site, pointing back to the main page. However, the more internal links you can include to other pages in your site, the easier time Google will have crawling throughout your site and giving outer pages a higher ranking. And most importantly, these internal links aid your patients to find the information they are seeking on your site!

Internal links can be strategically placed in a variety of ways. They should show up in your website’s navigation tools (the top bar menu, sidebar menu, and footer found at the bottom of the site). They can be placed as suggestions in a “related pages” section under a page’s content. They also can be naturally included in your pages’ written content. For example, on a page detailing the aesthetic procedures your spa offers, you could include links to pages with specific topics like Botox or CoolSculpting.

However, make sure to not over-optimize or “stuff” your content full of links. It can be difficult and frustrating for the reader to read content continuously broken up with plugs for different pages, and this can negatively impact your SEO.  Keep your internal links relevant and natural with the flow of your content.

Improve your rankings and give your patients a seamless and exploratory experience within your site through strategic internal links.

Establishing "Authority" for Your Medical and Aesthetic Website

While anyone could type up an answer to an internet search question, viewers are best served by “authoritative” information and answers from the most qualified sources.

To illustrate, imagine you came down sick and were trying to figure out the cause. You might first ask a friend for their opinion, but ultimately, you would seek out a registered doctor for an “authoritative” diagnosis. You certainly wouldn’t do anything drastic, like committing to surgery or starting medication, based on the opinion of your unqualified friend.

Similarly, Google ultimately wants to promote the domains with the most “authority”-- the websites that have the expertise to best answer their searchers’ questions.

So how does your website prove to Google that you are an authoritative site? It checks your markers for quality content. For one, it crawls through your inbound links to see what kinds of pages are linking to your site. Reliable websites will only be linking to you if they feel your content is worthwhile.

Google also notes how comprehensive your site is in answering a search query. It appreciates a site that covers many related subtopics and aspects of a certain topic. So if you own a medical practice, you would be given greater “Authority” for your site if you had individual pages detailing your different aesthetic procedures, instead of just one general page that briefly mentioned them all. Also, your individual pages should expound on many common keywords connected to a topic. Make sure to preemptively cover all of the information that would answer the common questions a patient might have for a certain treatment.

Proximity: How Far The User is from Your Practice's Location Listed on Google Maps

How we dread the call from the clients: "I searched for your practice and it didn't pop up on Google."  Why did this happen? While reviews and SEO ranking in the standard search results play a role, Google's factoring of where the patient is located/their IP address also plays a major part in what practices they will or WILL NOT be shown.

Google lists and displays local medical and aesthetic practices based on proximity to the person searching. However, sometimes it might not be accurate. IP addresses and how  your mobile phone pings off the towers can also determine how your medical and aesthetics website gets ranked in the Google Local Map Pack (which generally only has three listings).

See below the map pack for Dallas Texas Dermatology. If your practice was in the area, you would want to be featured! It is possible, however, that due to Google’s analysis of IP addresses you might need a multi-pronged strategy to get that result.

Optimizing Your Medical and Aesthetic Website for Speed and Page Load Times

Google wants its users to have a great experience. They do not want to send a visitor to a slow, hard to navigate website. This is a simple concept to understand.

The challenge is understanding that the loading time / speed of your medical and aesthetic website can affect the marketing of it. Google and other search engines outline that website load times are a huge factor in how well they rank. Unfortunately, while optimizing for site speed and load times is very important for your website’s success, it is also  extremely technical. We do not suggest you try this yourself as you can take down your website or cause other severe issues.

Most website platforms are already optimized, however it's the additional content like images, text, videos, social media and forms that increase website load times for medical and aesthetic websites. For example, images need to be compressed in file size. The larger the file size of the image, the longer it will take to load and impact loading times.

The website's underlying code can also be a cause for slow loading times. There are several free resources that enable you to test the website load times of your medical or aesthetic website. We invite you to test your medical or aesthetic website by searching "website speed test" on Google.

Let's share what this process looks like for our company. As of right now, we've just re-launched our website and are currently optimizing the home page as we make updates. So we'll first update the homepage, then run it through a site speed tool to diagnose any issues and then quickly resolve them. These tests score from 1 to 100 and, most of the time, you can get to the site scoring near 100 with some really simple optimizations.


Mobile Device Optimization for Your Medical and Aesthetic Website

Let’s face the facts. Mobile devices are the primary way your (prospective) patients are interacting with your website. For example, our data shows that  60-75% of the traffic to this website comes through cell phones. So if your mobile experience is not up to par with your desktop setup, you will be turning away a big part of your potential following.

So how do you create the best mobile website experience for your patients?

In addition to the usual SEO optimizations, cell phones call for some extra modifications for a seamless experience. For example, “pop-ups” can be a huge setback.  Virtually everyone can relate to the frustration of trying to find information on your phone, only to have your screen fill up with a pop-up that seems almost impossible to make disappear. This problem is only compounded when the internal links (like an escape x) appear tiny on the screen and are difficult to click for those with bigger fingers... and the problems go on and on. Make sure you eliminate these potentially problematic features.

Also, realize you are working with less screen space, so make the most of your headers and keep your writing concise.

Not only will your patients appreciate an optimized mobile experience, but Google also pays attention when ranking your website. While there are many ways to configure your site, Google favors a “responsive web design” that modifies your website to adapt to whatever size screen your viewer is using.

It may seem impossible to optimize for every mobile device–especially as older versions are continuously being phased out for newer models. So instead of trying to optimize for every device out there, we suggest paying attention to your data and focusing on the top 5 cellular devices that are visiting your site.

Make the most of the unique benefits of a mobile website for your aesthetics practice. Prominently display quality images and tap into people’s extensive ability to scroll to show them the kinds of treatments they should consider. Realize that alerts sent to patient’s phones can lead to instant bookings, so make your mobile website’s interface user-friendly and accessible.

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