What is Search Engine Marketing for Aesthetic Practices
Search engine marketing for aesthetic treatments is a strategy designed to increase the visibility of your individual web pages on search engines like Google, Bing, and Yahoo. It is also referred to as SEM for short.
In other words, search engine marketing makes it possible for anyone searching for your aesthetic treatment or product to find your website or at least, to show your location information in the map section on the search engine results page. See below screenshot…
The objective of SEM is to increase the amount of targeted traffic to your web pages from users searching for specific keywords associated with your business on the search engines like Google, Bing and Yahoo.
But here is where it might get a little tricky because…
Are you targeting the right keywords and getting the right traffic? If not, what do you do about it?
Maximize Results from Targeted Traffic
A healthy dose of traffic from search engines to your website doesn’t always guarantee more clients or more appointments! Any digital marketing agency can get you paid traffic from search engines. The key is to optimize who is visiting your website.
The important thing to acknowledge is that the “purpose” of the website is to get clients. Also, it generally takes multiple exposures to your brand or practice to even be noticed. This is why a single shot approach is seldom effective unless you have a high value irresistible offer.
Repeat exposure can be accomplished through:
- finding clever ways to get visitor contact information you can add to an email list
This is a topic for a different day but suffice it to say that your website must persuade or convince visitors to take a specific action.
This is precisely why traffic alone does not result in getting a consistent flow clients or, sometimes, any clients at all.
What To-Do with Targeted Traffic
Let’s be realistic… Not everyone who visits your website is ready to buy.
So the number one strategy for a successful search engine marketing campaign begins by choosing the right keywords. Keywords that indicate an “intent to buy“.
botox doctor is fine but is not a keyword that suggest the user is ready to buy.
botox doctor reviews on the other hand, indicates a user that is looking to get botox by a trusted doctor
Your website must have a search engine marketing strategy to address both types of visitor. One that is ready to book a consultation and one that is just researching options.
Why Digital Agencies Choose Google for Search Engine Marketing
Because over 85% of all searches¹ in the United States (source) are generated through Google, it only makes sense that we concentrate our efforts there.
This might change in the future but for now Google is the biggest player in search.
Search engine marketing is a strategy that includes search engine optimization (or SEO) and pay per click advertising (PPC).
SEO focuses in gaining top rankings on the organic listings displayed on search engine result pages for specific keywords searched.
PPC are the paid listings that appear above the organic listings on search result pages.
The advantage PPC advertising offers over SEO is that placement near the top of the search results is guaranteed… at a cost.
There are many PPC platforms you can use to get traffic. However, testing what works on Google first, is a great indicator to what will work on other platforms.
The beauty of PPC advertising is, it allows you to start driving traffic immediately to specific landing pages.
A landing page is a page created for the purpose of:
- collecting user information, such as in an email list
- selling gift cards, products or treatment packages
- take an action like booking and appointment
You can then use this insight to fine tune your SEO strategy.
Of course, there is more to it than directing traffic to your website. Give us a call for other strategies including lead generation, follow-up automation and conversion rate optimization services to maximize your profitability.