I added a small part near the end of the plastic surgery SEO audit I did on OttawaPlasticSurgery.com when I posted it online. But since I did it after I first published it, you may have missed the additional content.
It’s simply this.
In that critique, I said that the biggest missed opportunity is content marketing, and that this website needs a solid content marketing strategy — particularly to appeal to a more top-of-funnel (i.e., lesser aware) audience.
I said that plastic and cosmetic surgery are rife with questions — e.g., about costs (most common), appraisals (i.e., before-and-after photos, the second most common), and risks (the third). Those are concerns from the mid to bottom-of-funnel users (or from thinking or hurting audiences).
But there are plenty of topics people ask questions about who are in the initial oblivious or apathetic stages — questions that can turn into some great content that users will love (and therefore, Google will love, too). For example:
- How many plastic surgeons are there in Ottawa?
- Should I go to a cosmetic surgeon or a dermatologist?
- Who are the best plastic surgeons in Ontario?
- Are breast implants safe?
- What questions should I ask before getting liposuction?
- Who are the best cosmetic surgeons for gynecomastia?
- Is plastic surgery painful?
- Is cosmetic surgery noticeable?
- How do plastic surgeons remove stretch marks?
- What are the side effects of plastic surgery?
These are only 10 of about 200 questions.
You can use either SEMRush (under “content marketing,” use “topic research” and a right column will list “interesting questions”) or Ahrefs (under “keywords explorer,” search for the topic and look at “questions” on the left). Or you could use AlsoAsked.com or AnswerThePublic.com. Or even Google itself.
In fact, most of these tools pull from Google’s “related searches” and “people also asked” sections on SERPs. These are questions people are actually asking, so in reality, Google is doing the market research for you.
Now, there are a number of ways to create quality content. Creating an article that answers questions people ask is a low-hanging-fruit way that can easily capture decent traffic because people are specifically looking for answers.
Provide good content that does a good job of answering these questions (and provide a good user experience when people are consuming that content), and you will likely rank. If the content can answer questions better than your competitors (ranking competitors, not business ones), you will rank higher.
I don’t want to mislead you by telling you you will rank only because you offer good content. “Good” is subjective. But let me show you what I would do.
I use an SEO outsourcing template for content writing. But if you’re writing the content yourself, here’s what you could do.
Let’s take “What questions should I ask before getting liposuction?” Type that exact question into Google and see what comes up. For me, this is what I see:
As you can see, there’s a position “zero” result (i.e., a featured snippet) from a Brampton, Ontario plastic surgeon. Then, there’s a first-position result from the American Society of Plastic Surgeons (or ASPS, an industry association). And then, there are a few “people also ask” questions.
Now, here’s the interesting part. Here’s the link from the featured snippet:
The article is from a private plastic surgery practice and written in February 2017 on a website that appears a tad outdated. But it’s beating the plastic surgery association’s article written in 2018. And they both beat the third one, an article that was written as recently as last month.
This Brampton, Ontario site gets about 2,900 visitors per month (Canada), whereas the association gets over three million (USA).
The next one down, in position two, is a dermatologist in Long Beach, CA. But this one was written in November, 2020. The traffic is 843 per month. But the article is subpar, the site is hard to read, and the content has no pictures whatsoever.
So it would be a fair assumption that a better article from Ottawa Plastic Surgery can either beat these results and climb to the top position. Often referred to as the “Skyscraper Technique,” the goal is to see what content your audience wants, what answers they get, and provide them with better answers.
It really is that simple.
So what I would do is, first, make the question the title of the article. If you use WordPress, typically it’s going to be the H1 (heading tag), which is a decent signal to Google of what the content is about.
The reason is, the search engine results page (SERP) has links that don’t have that exact question in their titles. Variations are fine, but being closer to what people are actually searching for can up the chances.
Next, select the questions you want your article to answer.
Remember, this article is not just about the answer to a question but also about what questions to ask, too. So it’s an FAQ of sorts. I would do some drill-down research to find what other questions people ask.
You can borrow ideas or get inspiration from competing articles (remember, you’re trying to beat them). But I assume that Ottawa Plastic Surgery has a bank of questions that people always ask them. Use those, too.
Make these questions headers (i.e., H2 tags) in the article. Obviously, I would also add schema markup code to the HTML to indicate a) it’s an article, b) it’s written or reviewed by a doctor, and c) it’s an FAQ.
For additional content, you can, within each question’s answer, link to its own separate page that can really dive deeply on the topic.
What the Brampton website does well is it contains supporting images. But the other two articles have no visuals at all. So a way to one-up them is to choose photographs — which are better than images let alone no images at all.
A final thought.
Remember, the goal is to offer good content.
However, better content will get you ranked higher than your competitors. And better in the eyes of the audience isn’t about being “better” but about being in closer alignment with your audience and their search intent.
Think about it: how often have you landed on an article that, not only gave relevant, helpful information but also gave valuable information that answered additional questions — questions you had or didn’t think you had — that felt as if they were reading your mind?
That’s the power of focusing on user intent as well as search intent.
What kinds of questions do people ask about liposuction? What questions do people really want to know the answers to? What questions would they ask but always seem to forget or fail to ask? What questions you’d wished they asked you (as the doctor) that they didn’t think of themselves first?
Hopefully this gives you some ideas.