Patients can find dermatology clinics nearly everywhere. A simple online search will give them a multitude of options — so finding a way to stand out from the crowd is the only way to make your clinic the top choice for potential clients.
The best way to do this is to integrate local Search Engine Optimization (SEO) into your marketing strategy.
This simple but effective digital marketing technique harnesses the power of search engines like Google to bring your ideal, local patients to your digital doorstep. When implemented, your ideal, local patients will more likely find your website when they search for your services.
Try it out for yourself and watch how your dermatology practice grows.
With targeted and effective digital marketing for dermatology, you’ll see an increase in your website visitors, and with more traffic, you’ll have a better chance of getting more patients booking appointments with your practice.
To get you started, here are our 5 best tips for harnessing the power of this dermatology advertising tool.
Content is only king if it's original, relevant, engaging, and targeting the right keywords. While that much is an SEO standard, producing quality content for local marketing requires researching local keywords and injecting them into your website copy.
Local keywords are those that contain location-specific phrases and produce results related to the specific geographic location. While they may have lower search volumes (think even just a couple of monthly searches), they carry high purchase intent and ready-to-convert traffic.
In other words, if even just those few people who are specifically searching for “Santa Monica laser hair removal” make it to your Santa Monica-based dermatology practice website, those are more likely-to-convert leads for your clinic.
Also, location-specific keywords like “facial Burbank” or “acne treatment Los Angeles” are more likely to generate relevant traffic than generic phrases (so, perhaps don’t make your services page title “Best Dermatology Clinic”).
Instead, create location-specific pages on your site with informative content targeting these keywords. And point visitors to your main service pages through clickable calls to action.
As we’ve covered, when looking for a dermatologist online, people are highly likely searching for one in their local area. Therefore, your geographical location (and those relevant local keywords) must be displayed everywhere to make your site discoverable in local searches.
And by everywhere, we do mean everywhere.
When you can, you should be including your dermatology practice location in your website content, page titles, URLS, meta descriptions, etc.
However, a word of warning: make sure the ways you include those keywords and locations fits naturally in context. In other words, avoid keyword stuffing. This bad SEO practice makes your site read poorly and you’re likely to suffer in the search engine rankings anyway (that’s right, Google now sees right through it).
On a related note, it's a smart move to optimize your website for mobile if you're aiming to rank for geolocation-based keywords. After all, more than half of local searches are generated from tablets and smartphones.
Yes, your future patients are finding you while waiting in line at the grocery store, playing on their phone in bed, and — possibly — sitting in another dermatologist’s waiting room.
Make sure that when they find your site in their search results, they have a great experience.
Plus, Google search trends indicate that more mobile-friendly sites are prioritized in search ranking. You don’t waste your time doing all that local keyword research if you’re going to scare potential patients away with a bad mobile optimization.
How to build a mobile-optimized website that converts? For starters:
In other words, focus on that effortless user experience. Your future patients will love you for it.
You know that amazing feeling when you Google “Korean barbecue” and you immediately see a few K-BBQ spots open near you listed on a map?
Make finding your practice for people nearby craving spicy galbi — err, microdermabrasion — that much easier.
To be more visible in local searches, ensure that your dermatology clinic is added onto Google My Business (GMB), and that your business name, address and phone number (NAP) are identical in both your GMB listing and your website. This should allow Google to accurately display your business details in Google Maps, the knowledge panel and local search.
Amp up your local visibility by getting listed in reputable local business directories. Services like Whitespark and Bright Local provide relevant assistance with online listings for a fee.
Be consistent with your dermatology digital marketing strategies to improve your online presence and reputation.
Unfortunately, ranking #1 for your relevant keywords doesn’t happen overnight. (And if any other dermatology marketing agency is promising you that, run!)
It takes creating consistent, local SEO friendly content and having a track record of good website performance to see a difference.
It’s the same with other aspects of digital marketing for dermatologists. Social media engagement, building local online reviews and maintaining an accurate NAP profile across all your platforms (review sites and social media, for example) all require consistency to pay off.
But when you do start seeing those results and your dermatology practice grows, it will be worth it.
Achieving high rankings in local search results is a long process that requires patience, commitment and consistent SEO efforts.
But you don’t have to go it alone, stabbing at local keywords in the dark hoping that you end up on the search engine results page (SERP).
When you work with us at MD Logica, we encourage you to focus on your work — our team will take care of the marketing for your dermatology practice.
Get in touch with us today.