Categories
SEO

What SEO Tools Do I Use With Plastic Surgery?

When it comes to plastic surgery SEO tools, I use tools that help improve E-A-T signals (i.e., expertise, authoritativeness, and trustworthiness) from Google's Quality Raters Guidelines. These SEO signals are vital when it comes to the content offering expert advice from a professional.

My industry is definitely targeted. As a medical SEO consultant specializing in plastic surgery, search engines highly scrutinize my clients' websites because many of them contain medical information.

A good example of this is May 2020's algorithm update, where Google's attempt to fight disinformation after COVID started had created some havoc with some medical information websites that lacked E-A-T.

Many cosmetic surgeons and plastic surgeons were affected. In fact, I'm currently working with a new client who saw a drop in traffic after that update.

What I Do to Help E-A-T Signals

There are many ways to improve EAT signals.

For one, I add structured data to my clients' websites. Structured data, supplied by code called “schema markup,” is data that only Google (and Bing) can read. It offers additional information about the page beyond the content users see.

Google wants to make sure medical content is written or reviewed by someone with authority and expertise — not some tinfoil-hat-wearing conspiracy blogger dispensing home remedies to fight life-threatening diseases transmitted by alien lizard people bent on population control. 😉

I use TechnicalSEO.com’s schema generator to create custom structured data — data that helps identify the site owner, content author, and/or medical information reviewer (using the “reviewed by” schema, for example).

I also use schema code to highlight:

Moreover, structured data is more than just adding “local business” schema. I use advanced and custom structured data to include review schema, how-to schema, and local citations, such as BrightLocal.com, as there are many.

All of these help create and amplify E-A-T signals.

Content and Intent Alignment

Above all, the key to SEO is to align content with search intent and user intent (i.e., how people search and why they need the information they're searching for). So I focus on creating and marketing higher quality content that more closely matches the user’s wants and needs.

Search intent is about what the searcher wants. They either want “to know” (informational), “to go” (navigational), or “to do” (transactional). Some SEOs consider another one, “to buy” (commercial), but that's another type of transactional intent and more applicable to ecommerce SEO situations.

Search intent is less about the user and more about what Google thinks the user is searching for. Why is this important? Because Google may think a user's query has informational intent. But if you're optimizing for transactional intent, it's like trying to swim against a raging current. You'll never get any traction.

The way to align your content is by doing two things:

  1. Create content that solves your audience's pain points.
  2. Or create content that answers your audience's questions.

To find ideas for these, I start by learning what kinds of questions people ask. I often refer back to my friend and copywriting coach David Garfinkel, who said that the key to success in copywriting is to ask:

  • Who is your market?
  • What is their problem?
  • How are they talking about it?

These three questions apply to SEO (or, more specifically, content writing) as they do to copywriting. As a plastic surgeon, you certainly know who your market is and what their problems are. But you want to know why they want to solve it. To do that, the key is to learn how they talk about it.

So I pay attention to discussion forums and Q&A sites — like Reddit, Quora, Answers.com, and social media groups. I then use question aggregators like AnswerThePublic.com and AlsoAsked.com. They curate questions people ask, categorize them, and drill them down further.

The types of questions are clues to the user's intent. For example (and this is not meant to be exhaustive), the purpose may be for:

  1. Education (“To Know”)
    • “Who,” “what,” “when,” “where,” “which,” “how to,” or “how much.”
    • “For,” “by, “to,” “from,” “at,” or “in” (followed by an adverb above).
    • (Contains) “near me,” “nearby,” “here/there,” or “close to/by.”
    • “In,” “on,” “at,” “around,” “through,” or “under/over” (location).
  2. Comprehension (“To Understand”)
    • “How is,” “how will,” “how are,” “how can,” or “how do/does.”
    • “Why is,” “why will,” “why are,” “why can,” or “why do/does.”
    • (Contains) “for example,” “so that,” “perhaps,” or “maybe.”
  3. Confirmation (“To Verify/Validate”)
    • “Were,” “will,” “might,” “may,” “is,” “did,” “am,” or “can.”
    • (Verb followed by) “with,” “without,” “for,” “not,” or “since.”
    • (Contains) “about,” “regarding,” “quite,” “just,” or “indeed.”
    • (Adverbs like) “really,” “exactly,” “precisely,” or “absolutely.”
  4. Evaluation (“To Assess/Consider”)
    • “Describe,” “show,” “list,” “explain,” “compare,” or “tell me about.”
    • (Contains) “like/or,” “between/and,” “versus,” or “as opposed to.”
    • (Contains) “best,” “top,” “rated,” “review,” “most,” or “proven.”

Remember, “search” intent is based on what they're searching for (or, better said, what Google thinks they're searching for). But “user” intent is based on understanding why users want what they're looking for.

Knowing this provides some great insights into their level of awareness.

Look Beyond The SERPs to Dig Deeper

Finding questions is only a starting point. They give me ideas about content the audience is interested in. But now I need to know how Google interprets the query, which will help me choose specific topics (and not keywords).

This is a bit of a backward way of doing keyword research. Rather than looking for keywords to write content around, I find out their pain points or questions first. Next, I create a content plan that meets those needs. And then, I match the content with specific queries. Let's call it user-focused SEO.

So before I create the content, I type those questions directly into Google or use search engine results (SERP) analysis tools like Ahrefs.com. I want to see what top results come up. Those are my competitors — they may or may not be direct competitors, but they occupy positions I'm aiming for.

It also shows search intent. This is critical because you don't want to swim against the current. Google's results may be for a different query, aimed at a different awareness stage, or filled with fierce competition.

For example, the term “facelift” is also used in home renovations and car engineering. It would be utterly useless trying to optimize for such a broad term.

Another example: larger educational sites (like WebMD, Mayo Clinic, and Wikipedia) may dominate the top results. If so, the competition will be tough to outrank. Granted, it may be a viable query to optimize for, but it will also be extremely challenging to outrank these highly authoritative competitors.

Instead, I look for variations of the same question (or a longer-tail question) and repeat the process until I find a question that has potential. Often, the SERPs provide a ton of clues that go beyond the traditional blue links.

Using Google I can see, at a glance:

  • Search suggestions (e.g., autocomplete suggestions in the search form, “related searches” at the bottom, “people also asked” near the top, and “people also searched for” below the right knowledge panel); and,
  • Search features (e.g., ads, featured snippets, image carousels, videos, maps, knowledge panels, podcast episodes, news stories, product showcases, business listings, reviews, and so on).

Reverse-Engineering and Skyscraping

Google offers a good indication of what they think the search intent is. If the query is viable, the competition is easy, and the intent is right, Google will guide you in what type of content to create and the format to create it in.

By looking at the top results, I review their content length, style, and format, which can be a number of things (e.g., videos, visuals, documents, listicles, checklists, Q&As, tutorials, guides, roundups, and so on).

I also want to see what makes my competitors rank and try to outrank them. It's called the “skyscraper technique,” as if you're adding on to a skyscraper or building a new one that's taller than your competitors.

But I also use the term “skyscraping” to mean building better content or user experiences (UX). It makes sense: what if the competitor's content is quite long already? Studies show that length is not as important as you think.

I also want to see why a certain competitor is getting a lot of traffic. By using SEO tools, I can see all the keywords for which a competitor's site is ranking and all the other pages that are performing well.

This is where I do a gap analysis. I want to see if there are any content gaps in my client's site or gaps in the competitor's site my client can exploit and build content with. Are they ranking for any keywords that my client is not?

Don't Forget Your Own Backyard

Finally, one of the most important steps in SEO is to look at what you already have. Outranking competitors is the goal, but you don't necessarily need to create new content. You can see if your existing content is good enough or underperforming by conducting a content audit.

I use Ahref's plugin to determine what I need to refresh, consolidate, or prune. For example, with each piece of existing content, it tells me if I need to update it, merge it with another (to reduce keyword cannibalization, among others), or outright delete it (i.e., it's deadweight and diluting SEO signals).

Finally, I use my favorite WordPress plugin, RankMath.com. It helps me to add schema code to each page I create (both automatically and custom), suggests internal linking opportunities to build content relationships, creates sitemaps (including video and location sitemaps), and so much more.

But the driving feature of this plugin is its content SEO scoring system. It guides me in optimizing content by offering a checklist of items to optimize for.

I don't follow the score too strictly. It's only arbitrary, and doing so can make your content feel robotic or unusable. I'd rather focus on my audience and on delivering good content.

But it's a great reminder of on-page SEO elements I can optimize beyond the content itself. For example, it reminds me to add alt-text in images, insert internal links, write better meta-descriptions, add a table of contents for longer posts, use short paragraphs to help readability, and so on.

Bottom line, I use many tools to help me, but they are only tools and not meant to be exact processes to follow. In fact, some of the best SEOs out there who have a history of producing astonishing results tend to have their own set of practices and processes using a combination of SEO tools.

In the end, this Tweet from Dave Gerhart sums it up pretty nicely:

Categories
SEO

Content Creation or Content Expansion? SEO Experts Confirm

Last week I was very busy completing a few 360° SEO Audits for two plastic surgeons, and one of them asked a very good question. After I recommended content creation on a weekly basis (about three times a week), he asked: “That's a lot of content, can I add it all to the same web page?”

In essence, what the client was asking is if it's possible to add to existing content instead of creating three new pieces each week.

Here's what I said.


Creating Doesn't Mean “From Scratch”

To clarify, when I suggested creating three new content assets each week as a best practice, it was a recommendation and not an obligation. Moreover, an asset doesn't always have to be a blog post or textual content. It can be a long-form video, an infographic, a podcast episode, etc.

With every long-form video or audio you produce, including those of which you were a part (such as an interview or a podcast on which you were a guest), you can add it to your blog as an embed.

(If they turned off the ability to embed the recording, or if the recording is hidden or walled in some way, you might want to ask permission first.)

But don’t just add the recordings. Transcribe them, polish up the transcripts, add them to the page, and insert internal links to other content in your blog as you would normally do with other content.

A transcript creates additional content you can use as captions for your videos or for creating additional standalone content pieces. I personally use a tool called Otter (relatively cheap). You can also use Descript or Screechpad.

Secondly, “new” content creation doesn’t have to be new content.

It can be a refresh of an existing piece of content. You take an older piece and rewrite it, expand it, update it (e.g., add or update any references, statistics, citations, and supporting images), and add new internal links to existing content (particularly if you have new posts since its original publication).

Finally, redate the piece to the current date so that it brings it back to the top of your blog index and signals Google that your content is updated.

Add New? Or Expand The Old?

Now, as far as the question about whether it's best to add to existing content or create new ones, the answer is that it depend from an SEO perspective.

If it’s the same topic and it makes sense to the reader and improves the user experience, that’s acceptable and even recommended. You are, to a degree, doing the “refresh” that I indicated earlier.

But if they’re widely diverse subtopics, I don’t recommend it — unless you are creating a pillar page and making it as comprehensive as possible.

If the search intent for a subtopic is different from the intent for the main topic, then you risk cannibalizing your content. (Although, that might change with the upcoming passages ranking algorithm.)

With the hub-and-spoke content model, the spokes are pieces of content that help to support the main pillar content, creating a topical cluster. If subtopics are too different, you’re likely confusing the reader (and Google), and you might be diluting the other subtopics on the same page.

The question to ask is, is the topic for the additional content a subtopic of a main/parent topic? If so, you can add it to the main piece. If it can stand on its own (the subtopic can be its own topic), or if it can have more than one search intent, then it might be better off as a separate piece.

Search Intent is The Key

Remember, there are four types of search intents: 1) informational, 2) investigational, 3) transactional, and 4) navigational.

Navigational intent is when people are looking for you, your business, or your website. For the sake of this example, I'll refer to the first three as your aim is to build content that drives people to the site who may not know you.

For example, take “facelift surgery” as a topic. The search intent is likely informational. (I could have used the term “facelift” by itself, but it's a little misleading. “Facelift” is often used in a non-surgical context, such as “giving your website a facelift.” So let's say “facelift surgery.”)

People who search using this term likely want more information about facelift surgery. Any subtopic that falls under both the same topic and search intent can be added to the same page, like “how long does a facelift take to heal?”

However, if someone searches for “top facelift surgeon near me” or “best facelift surgery [city],” that’s investigational search intent. The person is now past the information stage and they’re thinking about having it done.

Since the intent is different, adding a piece around that subtopic to the main page would be confusing and possibly counterproductive. It may better to write a separate piece, either about an award or survey where you were voted as the best, or about tips on how to find the best surgeon for one's situation.


What Other Expert SEOs Say

I believe this is the best approach. To be sure, I conferred with other SEO experts for their input. I'm a member of an SEO mastermind community called Traffic Think Tank, which is frequented by some of the world's top SEOs, including SEO directors from companies like Shopify, HubSpot, LendingTree, Moz, and others.

Their thinking seems to be in alignment with mine.

Even some SEOs on Twitter responded, and this is what they said:

As they said, cannibalization is less of an issue if the two or more pieces, vying for the same keyword, target different search intents.

And then, Britney Muller, someone I've been following for a long time who is a senior SEO data scientist and worked at Moz, added this:

Finally, one thing to keep in mind.

Is Long Content a Ranking Factor?

There’s a lot of debate about content length with SEO. Some say longer pieces rank better. But Google has expressly stated that word count is not a ranking factor. Any benefits are typically correlational and not causal, because long-form content will likely increase the incidence of keywords, tags, links, etc.

Not only that, but also long-form content tends to offer “more substantial, comprehensive, and complete information on the topic,” which is what Google looks for according to its Quality Raters Guidelines.

So from a user experience perspective, the argument can be made that sticking with existing content can provide more comprehensiveness to the article.

I also surmise that the upcoming passages ranking, where parts of a page (such as subtopics) will rank differently than the page itself, is going to make it easier for a long-form piece of content to serve multiple intents.

We will have to wait and see.

For now, the point remains: when it comes to content creation, it is always better to provide comprehensive information on a topic — whether it's in one long piece or it's in multiple pieces that are properly interlinked to indicate a relationship (i.e., a topical cluster).

Either way, more content, and better content, will always serve you well.