Ensuring that your practice reaches potential clients means making use of SEO to make your site rank higher in search results. Since most users rarely look past the first page of search results, a high ranking is essential to your success. Search engine optimization is a powerful tool to have in your marketing arsenal, but if used incorrectly, it can have the opposite result than the one you intend. If you find yourself struggling to climb the ranks in search engine results, it could be because your site is not properly optimized for search engine crawlers. Here are a few common pitfalls to avoid as you promote your cosmetic surgery practice online.
One of the most easily avoidable SEO mistakes is a lack of high-quality content. It is essential to provide informative and valuable content to your readers on a consistent basis in order to boost search engine result rankings. Website copy and blog articles should be created with the needs of your audience in mind. For example, if you are trying to reach clients who are considering a certain procedure that you specialize in, create content that addresses their questions and concerns while incorporating relevant keywords. This will not only increase search rankings, but will also position you as a champion in the field, thus building credibility in the eyes of your visitors.
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The Three Biggest Issues with Duplicate Content:
- Search engines don’t know which version(s) to include/exclude from their indices
- Search engines don’t know whether to direct the link metrics (trust, authority, anchor text, link juice, etc.) to one page, or keep it separated between multiple versions
- Search engines don’t know which version(s) to rank for query results
When duplicate content is present, site owners suffer rankings and traffic losses, and search engines provide less relevant results.
Make sure each page on your plastic surgery website contains unique and original content to make your site rank as high as possible.
Not Having Analytics Installed
In order to ensure that your site is performing well, you need tools to measure how many visitors and conversions it is generating. Using Google Analytics to track your site’s performance is the first step to knowing how to confidently adjust your site to improve your website rankings. Having the data at your fingertips makes it easy to track specific areas of your site’s performance, such as: bounce rate, average session, new session, and landing page performance.
Ignoring Meta Descriptions
The meta description tag serves the function of advertising copy. It draws readers to a website from the SERP and thus, is an extremely important part of search marketing. Crafting a readable, compelling description using important keywords can improve the click-through rate for a given webpage.
The meta description should employ the keywords intelligently, but also create a compelling description that a searcher will want to click. Direct relevance to the page and uniqueness between each page’s meta description is key. The description should optimally be between 150-160 characters.