Every business owners who has a website knows that their websites need traffic, they need visitors for its long term viability. They need visitors or leads that may be converted to customers, but what are they doing about it?
This is no different from plastic surgeons’ website. Among the best websites I am seeing belong to plastic surgeons, collectively these websites are clean; lots of white spaces that do not overwhelm their visitors. Plastic surgeons by virtue of their profession are predominantly selling â€œbeautyâ€ and these traits do translate over to their websites â€¦ beautiful people â€¦ beautiful websites.
There is one big problem though, nine out of ten websites that belong to plastic surgeons are not optimised; they are not optimised to capitalise on the potential traffic from search engines. Take for instance, a quick check on Google Keyword Planner will pull out a string of keywords and search phrases that are relevant to plastic surgeons:
- breast augmentation perth
- breast implants perth
- cosmetic surgery perth
- liposuction perth
- plastic surgery perth
- breast reduction perth
- breast enlargement perth
- breast lift perth
- perth plastic surgeons
- plastic surgeon perth
- breast surgery perth
- plastic surgeons perth wa
- breast reduction surgery
Cumulatively, these keywords account for almost 3,000 local searches per month in Perth. How many of these are targeted? I generally see the obvious ones being targeted by plastic surgeons in their website, such as breast surgery, plastic surgery, plastic surgeons.
So why would plastic surgeons target only one or maybe five keywords at most, when the whole list can be targeted? Why are they not dominating the competitions. Cost may not be a factor here, considering how well done their websites are. Well, I would put it down to awareness. Awareness on what is possible; awareness on what can be done; and awareness of who can help them dominate their competitions online.
When you search the internet for search engine optimisation (SEO) prices, you will mostly find SEO campaign costs are normally based on the number of keywords you want to target. The chances are that there will be SEO providers somewhere in the world who will â€œget your five keyword ranked for say $500 in 30 dayâ€! Donâ€™t get me wrong, there are many reliable SEO providers who can deliver what they promised, but are you sure this is the best route for the long term viability of your website? Or are you leaving money on the table for your competitors?
I am in Perth Australia, letâ€™s do some simple searches related to plastic surgeons here. What is the one common denominator from the search results? I can see drprandle.com.au is always represented in the paid section of the search engine result pages. You may have three questions for Dr Prandle;
1. Why is Dr Prandle so heavily advertising in paid listing?
2. Is Dr Prandle getting the traffic he wants?
3. What is Dr Prandleâ€™s return on investment, ROI?
I believed that the paid listing is definitely working for Dr Prandle, otherwise he will not be throwing good money into bad campaigns! â€¦ but is it the best online strategy for the long term?
To evaluate further, let me relate to you an article I recently read in forbes.com on â€œ7 Reasons Why Your Business Should Invest In SEOâ€
Reason #4 stated that
â€œSearch engines grabbing more market share â€“ Somewhere between 80-90% of customers now check online reviews prior to making a purchase, and this number is only expected to increase. It wonâ€™t be long before virtually everyone is searching for products and services online. Do you want them to be able to locate your business, or not? Without organic SEO in place, people will have a very hard time finding you and will instead find your competitors.â€
One realisation from here is â€œwhy then is Dr Prandleâ€™s website nowhere to be found in the organic/ natural listing for those same keywords?â€
1. for sure, his website is not optimised to rank above his competitors
2. perhaps, it is the business short term strategy
3. perhaps, he is not aware of this possibility as stated earlier
4. or the so many other reasons
It is a question that is best left for Dr Prandle.
What is the potential then for plastic surgeons? Let’s refer back to the â€œ7 Reasons Why Your Business Should Invest In SEOâ€
Reason #7 stated that
â€œYour competitors are doing it â€“ â€œRemember, SEO is a never-ending process,â€ says Jason Bayless, Owner of BestSeoCompanies.com, a website which tracks and ranks the efficacy and service of many of the nationâ€™s leading SEO providers. â€œIf youâ€™re not moving forward and improving your position, youâ€™re losing ground to a competitor who is. Thatâ€™s a simple fact of how the process works.â€ Donâ€™t let your competitors out manoeuvre you by ignoring this valuable tool for your business.â€
In other words both on-page and off-page SEO improvements needed are never-ending. I would expect as websites aged and improvements applied regularly, its domain authority and page rank increase. More pages will be added and indexed. More words and phrases will be indexed by search engines. Hence, one thing astute and savvy plastic surgeons should do is to take advantage of latent semantic indexing capabilities of search engines. Make full use words of same meaning or synonyms, such as those listed above, in the website contents. Adding the expanding words/ phrases that will be indexed by search engines for your website, and the natural flow through effect is increase in traffic over time!
Unlike paid advertising, your organic listing will be there unless it is bumped off by your competitors. However, as your website grows in authority, it will become more and more difficult for your competitor to bump you off your position. In the long term, organically listed website will not only generate leads for your business month in, month out, it will also be an appreciating asset.
What can plastic surgeons do from here?
Take it from me that you should select a SEO service provider that will be with you for the long haul. Good SEO professionals will work with you to achieve your long term business strategies.
Select SEO experts that is based on fixed cost, which have its advantages for three immediate reasons:
â€¢ additional keywords may be added on a regular basis to consolidate the website authority
â€¢ they will be able to advise you on your long term SEO strategies
â€¢ there will be no nasty surprises on cost blow out
Plastic surgeons should never look at SEO services as a waste of money. When properly done, just imagine, how many of new leads from your website that may be converted to customers. What would it add to your bottom line? Ultimately your investment in SEO should be decided based on your long term ROI.
For now, here is an interesting article by Nick Dumitru of thinkbasis.com – “Why Your Search Engine Optimization Is Failing And What You Can Do About It“. You be the judge.