Trust…

The most effective SEO strategy

My definition of SEO

• Primary goal of every activity is to increase conversions (leads)

• Do not rely on any single tactic; rely on a variety of high quality sources of traffic so that if one tactic becomes irrelevant, the house doesn’t fall down

• Don’t measure success by total number of visitors or #1 rankings, only by conversions

A lot of SEO is “Janitorial”The thing that’s hard to see about SEO is that a lot of SEO is “janitorial” in the sense that you clean stuff up, follow a technical protocol or a process – and just about anyone can do that part of it.

It’s the part that has to do with building trust and getting conversions that can’t be done by just anyone. As surgeons, you certainly can relate to the concept that even if all of you do a surgery with the same basic technique, it may not turn out exactly the same way because the talent and skill of the person doing it really matters.

In person, trusting the doctor is pretty easy to do, but we’re not talking about in person here.

Build trust with Google• No keyword stuffing• No city name stuffing. They know where you are! • Link to other sites – other resources, citations. • Privacy policy and terms• Time on site/time on page (adding reviews to pages increases time

on site)• Domain name isn’t registered as private• Trusted links to and from: News, community groups, schools,

societies• Are you a brand? Google loves brands

What do brands do?

• Have a real, physical location

• Have PEOPLE: a doctor who knows people socially

• Have staff pages with bios and photos of real people

• Give back to their community

• Participate in social media, even just a little

• Run PPC ads on their own name

Brands don’t

• Build keyword-stuffed domain name microsites

• Have redundant websites

• Buy links

• Write fake reviews for themselves

How to build trust with patients

• Survey them. All of them. No cherry picking! The act of sending a survey builds positive sentiment

• Speak their language with your content

• Feature content generated by past patients

• Tell the truth about procedures and costs as you would in person

Prospective patients who read

reviews before consult schedule

30% more!

3 Must-Have Types of Content

1. Before and after photos with descriptions

2. Recent reviews & patient-generated content

3. Financing, costs, specials

Visual information

(before & after photos, videos,

infographics)30%

Educational information (procedure

pages, certification

info, blog posts)30%

What you say about yourself

(your bio, practice values)

10%

What others say about you

(reviews and ratings, awards)

30%

The content you need for building trust quickly

What does your content really say?

You: Breast augmentation is a procedure to enhance the size and shape of a woman’s breasts.

Patient: Ummmm, yeah. Didn’t I just Google it? Pretty sure I know what it is. How much does it cost?

Change the way you’re talking to patients and you’ll convert more.

Anatomy of a procedure page• Page title• Subheading - tagline• Image• Intro info• Cost info/Specials/promos/VIP• Procedure information• Before and After photos• Reviews of this procedure• Why should I get this procedure here?• Same day appointments?• Videos• Call to action

Tracking isn’t optional

Where? – Garden GroveOn an iPadFrom a google searchWhile on the eyelid surgery page

You CAN have it all!

You are what you PUBLISH and

You get BACK what you PUT OUT on the WEB