There are a variety of ways to improve the visibility of your plastic surgery practice. As the general public becomes more exposed to information regarding cosmetic procedures, the number of individuals looking into cosmetic services is on the rise. The more informed people become on the safety and benefits of plastic surgery, the more interested they become in it. As a result, searches for qualified surgeons have become more frequent. Be one of the plastic surgery clinics to populate for someone in your area looking to get a procedure.
Growing alongside your industry is as easy as ever with a solid understanding of how to utilize Google’s search engine. In this article, you will learn ways to:
- Increase your practice’s visibility by understanding the tiers of Google search results;
- Use keys to building a digital footprint to your business’s advantage;
- Discover resources to manage your practice’s online presence.
Overall, you will learn proven strategies to benefit from Google marketing for plastic surgeons.
What Are the Tiers of a Google Local Search Results Page?
When potential customers search for your business on Google, there are three tiers of results that are generated. Becoming knowledgeable on how the result pages function can help you expand your medical office’s reach. You will be able to apply your understanding of the search result tiers to your marketing strategy.
Tier 1: Google Ads
The first result that appears indicated as ads are the Google Ads. Using their ad services, businesses can have their businesses become one of the first listings searchers in your local area can see. The traditional ad section on Google shows searchers relevant information such as ratings, contact information, and hours of operation.
Although the order of the tiered layout remains the same, the view on a laptop or desktop will differ from the view on a device with a smaller screen, such as a cellphone. On smaller screens, the ads in this section will take up more of the screen. To see other listings and get to the results in the other two tiers, users will need to scroll down.
Tier 2: Local Map Pack
This section is directly under the ad services section. Under a map of the area surrounding the searcher, you will see the recognizable listing of businesses that includes industry and company information, as well as the icon links that direct to the company’s website and location.
The Local Map Pack is generated with the information provided from Google My Business listings. Therefore, it is critical to accurately and thoroughly enter your practice’s name, address, and phone number on Google My Business.
Tier 3: Organic Search Results
Organic search results consist of non-sponsored articles and websites that list services, such as Yelp. You will not find your business individually listed in this section. Instead, you will find websites that list services. It is vital to make sure you are active and have consistent information across all of the sites you want to reach new clients through. However, you can manage your plastic surgery office on over 80 websites with just one platform.
The Key To Building a Digital Footprint That Gets Your Practice Visibility Across All Tiers
Although Google uses a complex and mysterious algorithm, there are proven methods for marketing success on the search engine. There are five essential pillars of online visibility. They all contribute to how your business will appear in Google search results. All of them, especially maintaining relevance, are critical to growth.
The idea is to strike a good balance between these essential pillars. This way, you will maximize your visibility.
Recency describes how recently your listing has been updated. It can be impacted by the current offering your company advertises, your most recent customer reviews or how frequently you publish content on your website. Maintaining an active presence on the sites where your target audiences are likely to come across your business are great places to invest time.
If you have an active social media account where you post pictures or videos, you can link the content to your business listing. That is an excellent way to pique interest.
Relevance describes how well your listing matches the search of your potential patients. Your company’s relevance is influenced by your use of keywords and the contribution of new and relevant insights. New contributions often come in the form of blog posts. Therefore, blog posts using keywords can be a great way to drive up SEO.
Relevance is one of the most essential pillars. The more well-matched the content on your website and Google listing are to keywords used by individuals seeking your services, the better Google connects them with your business. By staying current on trending topics and questions regarding plastic surgery, your content is more likely to populate the results page.
Distance refers to your business’s physical location in proximity to the searcher. You can help improve your distance data by claiming your company on Google My Business. You can also do more for your business’s visibility by publishing location-based content.
Your prominence is characterized by your presence online and in person. To improve your prominence, ensure your information is consistent on all digital and print platforms. It is essential to provide your patients with accurate and current information.
Availability describes how accessible your business is to the searcher. For example, does your current listing have up-to-date information your customers can reach you at? Will your customers be able to get in contact with you during your posted business hours?
Simple Strategies to Enhance Google Marketing for Plastic Surgeons
There are a variety of means to achieve enhanced visibility. Utilizing one, if not all, of the Google search results’ tiers, can grow your practice if done correctly.
Capitalizing on Google Ad Services
Successfully marketing through Google Ads requires attention to specific details to get the most for your money. To boost the benefits you gain from Google’s paid ad services, you should:
- Identify your target audience;
- Determine a realistic strategy based on your budget;
- Consistently produce compelling content that answers the questions your target audience has questions about;
- Use keywords to optimize your website and web copy to draw new clients in.
Another route for increased visibility is the Local Map Pack.
How To Get Featured on Google’s Local Map Pack
In regards to getting featured on your Local Map Pack result tier, businesses with location-based content fare better. You can better your chances by:
- Claiming your company on Google My Business and making sure all information is complete and accurate;
- Creating Google posts, including a Q&A on your listing;
- interacting with customer reviews.
Together, these strategies will help increase your business’s outreach and reputation.
Making the Most Of Organic Results
To best improve your appearance on the plethora of websites that curate lists of surgeons, there are steps you can take to manage consistency across all platforms you are listed on. Some tangible actions you can take are:
- Claiming and managing the information on different listing sites, where more is better;
- Producing new and relevant content that is consistent throughout your business’s marketing platforms;
- Encouraging existing patients to leave reviews and respond to reviews and questions.
Additionally, it can be helpful to put yourself in the shoes of your target demographic. For example, you can get the ball rolling by posting questions on your listing’s Q&A section.
Attend a Surefire Local Marketing Platform Demo
Operating a plastic surgery clinic is already more than a full-time job. Managing effective digital marketing can be like adding another full-time responsibility. Surefire Local offers a variety of resources to mitigate the stress of advertising your business. With software that allows you to analyze and manage all digital marketing operations, Surefire Local offers an unparalleled all-in-one marketing platform. There is no more need to toggle apps to gauge analytics. With all analytics being monitored and accessible from one log-in, it is easier than ever to meet your goals. You can also expect expert guidance and fast results to get you started and keep you going. Surefire Local offers consultation, webinars, and a myriad of other resources for small businesses. You can visit our website to get a demo today. Additionally, you can discover the success stories of businesses that took the next step to increase visibility and profitability.