Categories
SEO

How to Get Backlinks? Stop Chasing Them

As an SEO professional, I'm not a big fan of building links or, better said, chasing them. I know; this is one of the most utilized methods in SEO. Most SEO experts out there talk about building backlinks as immensely important to SEO.

They're 100% right. Links are important.

But building them can be a risky business.

Google's John Mueller outright said that most attempts at building links are unnatural and despised by the search engine. Asking other websites to link back to yours seems a little sleazy to me. Granted, there are ways to do this ethically, of course. But it's still risky.

Most reputable SEO experts agree. Bruce Clay, the grandfather of SEO, outright said that building links unnaturally runs the risk of being penalized by Google. I've worked with many clients whose rankings dropped as a result of being engaged in questionable link-building practices.

The solution is to earn and attract links back to your site naturally.

That's where content marketing comes in. After all, it makes sense: post a really good piece of content on your own site, and promote that instead of links. If people like it, they will link to it.

Not only that, but it will create a compounding effect. People will talk about it. They will share it. They will post their thoughts about it. They will write their own articles sourcing it. This, in turn, will reach other people who have never heard of you, and they will talk about it and link to it, too. And so on.

In fact, Google also pays attention to “mentions,” sometimes just as much as they do backlinks. Also called “brand mentions, they are often referred to as implied links. (I'll come back to this later as it is important.)

But there's one important side benefit to content marketing.

Content Amplifies Your Credibility

Content marketing is often called “content amplification” in SEO circles. The reason is, by amplifying content (e.g., promoting it, sharing it, advertising it, repurposing it, spoonfeeding it, etc), you not only reach a wider audience, but also it helps to amplify SEO signals, too.

But content amplifies a lot more:

  • It establishes you as an authority in your field.
  • It creates more awareness of your brand and your business.
  • It attracts ideal prospects, patients, and clients to your business.
  • It helps to prequalify your prospects before they approach you.
  • It advances the sale and lowers buyer resistance.
  • It creates less cognitive dissonance once they buy from you.
  • It cuts through the clutter and bypasses ad blockers.
  • It distinguishes you as a trustworthy thought leader.
  • It communicates and solidifies your value proposition.
  • It positions you above your competition in the mind of your market.
  • It attracts opportunities for creating strategic marketing alliances.

I could go on and on. You get the picture.

All this amplifies something essential in SEO, especially with plastic surgeons. And that's credibility. Because of Google's quality guidelines of expertise, authoritativeness, and trustworthiness, or E-A-T, credibility is crucial.

In 2006 at the height of the dotcom boom, when all people cared about was traffic and conversions, I wrote about the third missing element in marketing (i.e., building credibility is just as important as building traffic and sales).

A few years later, Google cracked down on less-than-credible websites with its updates (called “Panda” and “Penguin,” which devalued poor content and poor backlinks, respectively). Literally, millions of websites lost traffic and rankings overnight. It killed many businesses, too.

Back then as today, it made sense to me that trying to game the system in any way, shape, or form is going to come back and bite you.

This is why as an SEO consultant, I believe that…

Building Credibility > Building Links

You can work hard at building traffic and sales. But if you don't build credibility, your practice will not grow as fast as you wish, you will stagnate, or you will be virtually non-existent ⏤ let alone crushed by competitors.

Build content. Build more content. Build good content. Do so and you will build credibility as a byproduct, which is far more powerful. You will attract backlinks naturally. More importantly, you will attract better backlinks, too.

This brings up an important point: another reason why building credibility is more important than building backlinks is the issue of quality versus quantity.

Does the quality of inbound links matter? Quantity helps, for sure. But a site with less but higher quality backlinks will almost always outrank one with a ton of lesser quality backlinks. By focusing on building credible content, you will also increase the likelihood that more authoritative sites will link to you.

The more credible you are, the more credible your backlinks will be.

One of the most common tactics for SEO, which many SEO experts swear by, is to build as many backlinks as possible. In fact, some of the most prominent SEO agencies out there (I won't mention names, but they have a popular YouTube channel) tout that building backlinks is the most important SEO strategy.

However, I disagree.

Backlink Quantity or Quality Backlinks?

There are two SEO schools of thought on the subject of backlinks:

  1. Having a higher backlink quantity is more important;
  2. Having higher quality backlinks is more important.

Some SEOs will say both are just as important, while others will say it's neither.

Before we go further, let's define “quality.”

What is a quality backlink? For some, it's a backlink from a site with a lot of high rankings, a lot of traffic, or a lot of backlinks itself — in fact, some SEO research tools offer scores based on these and similar factors.

But these scores are just guides created by these tools and not Google. Regardless, some will specifically chase a backlink from sites with a high “domain authority” score, like one with a DA score of 50/100 or higher.

For example, here's mine from Ahrefs as of today, where UR or “URL rating” is 52/100 (i.e., the home page), and DR or “domain rating” is 55/100. (And yes, I get spammed by these link-seekers all the time.)

MichelFortin.com domain authority score and SEO backlinks profile.
MichelFortin.com domain authority score and SEO backlinks profile.

But is it better to focus on getting top-rated backlinks? Or on as many backlinks as possible, regardless of score? Are you of the SEO school of thought that says it's better to have 50 authoritative backlinks than 5,000 more-or-less good ones? Or are you of the other that says the converse?

Either way, you have to do what I call “backlink begging.”

What I consider to be “quality” are backlinks from authoritative websites with great recognition and rankings. In other words, they have credibility. Often, backlinks from a credible website will provide (or, better said, pass on) that credibility to the site it's linking to.

Speaking of which, there's the issue of “dofollow” and “nofollow.” Meaning, should backlinks be “dofollow” so that the SEO signal (or “link juice”) is passed on to its destination? It's basically a link telling search engines to please “follow and consider this site to be as credible.”

Google has often said that links that are less than natural — which is a major point of contention among SEOs — are fine as long as they are set as “nofollow.”

Break Free From The Burden of Backlinks

My contention is that focusing on backlinks can chain you down.

I understand that some SEO experts have dissected this to a science and have weighed on either side of the spectrum. I also understand that links, in general, are good SEO signals, regardless of where on that spectrum they happen to be.

But there is something to keep in mind: links are signals. They are not indicators or gauges. They only suggest to search engines and users alike that the content being linked to is valuable, relevant, and worthy of consideration.

I'm of the SEO school of thought that backlinks are dying (or that their signals and importance are dying). While Google has never outright stated this, we see more and more evidence of this through something called “inferred links.”

For example, there are a growing number of websites ranking with little to backlinks at all, and some just as successfully as sites with high-quality backlinks, a high quantity of backlinks, or both. What gives?

I do believe that links are still an important ranking factor, but they are only one of many hundreds of SEO signals. A strong and increasingly important signal nowadays is UX (user experience), which explains the emergence of UXO (user experience optimization) as an SEO strategy.

The latest changes in algorithms and new ranking factors from Google (called “Core Web Vitals“) is a tell-tale sign that Google is paying more attention to one thing in particular: quality, namely quality content and quality experience.

Why Backlinks For SEO is Losing Ground

There are four main reasons why backlinks are falling out of favor.

First, other signals are becoming increasingly important.

Backlinks may be a signal of authoritativeness. But they are not quality-centric signals. They do not contribute anything to the determination of a site's content quality or usability. Internal links can help because they create relationships, provide context, and help navigation. But not external links.

Second, Google is becoming more sophisticated.

With the help of machine learning and natural language processing, the authoritativeness of a site's content can be determined through context, topical relationships, and brand mentions, and less on hyperlinks.

Third, backlinks can be easily manipulated.

People can sometimes buy backlinks, which is frowned upon and can even cost you dearly down the road. Most of these links tend to be of low quality, too. Keep this in mind: no authoritative site would ever directly sell links.

Fourth, backlinks can also hurt your rankings.

If you follow the quantity philosophy, you could end up with toxic backlinks from spammy sites, hacked sites, and black-hat sites (i.e., sites with scraped, stolen, or useless content created for the express purpose of farming links).

In my opinion, as search engines become smarter, backlinks are going to become less relevant. We see this happen with each algorithm update that decimates ill-gotten rankings through attempts at manipulating backlinks.

Chasing Backlinks is Soul-Sucking

I remember 10-20 years ago, ranking high with just a few tactics (that were not considered blackhat yet) was incredibly easy. Back then, link-building SEO companies — some of which still exist today — thrived on selling these tactics.

Their services ranged from doing outreach (mostly by spamming, begging for links, or guest posting) all the way to creating private blog networks (or PBNs) for the sole purpose of manufacturing backlinks.

But many of these tactics violate Google's guidelines. After a few “Google slaps,” I also witnessed countless businesses go belly up as a result. Some of them were in the millions of dollars in revenue, too.

SEO and content marketing expert Jim Thornton wrote a recent piece on this very topic. In it, he explains that hyperlinks are dying, and context and relying on other algorithms (including UX mentioned earlier) are better signals.

As Jim pointed out:

Central to their web spam mitigation strategy, engineers have been working for over a decade to get away from dependence on link signals. Now it’s 6+ years after that announced experiment. I think they’ve got it figured out.

Jim Thornton in “Links are Dying”

Links are only good (or becoming only good) for finding new pages. Meaning, they can let Google know a page exists. There's a chance they might index it and rank it; there's a chance they might not. There's a chance they might not even respect the “dofollow/nofollow” directive and only see it as a suggestion.

So all this to say two important things, which I will leave you with.

Beware of “Backlink Bilkers”

If you have someone approaching you offering you SEO backlinks for cheap, often with a “brand new secret method” that can get you “top rankings overnight,” don't walk, run from these folks.

They are risky black-hatters, spammers/scammers, or “pump-and-dumpers.” Similar to stock market fraudsters, they pump your site with ill-gotten signals that, in the short term get you positive results, but eventually will get you penalized and banned by Google, which can cost you dearly.

Never buy a backlink service (or any kind of SEO services, for that matter) from spammers. Buy from reputable SEO experts or firms.

Think of it this way: if someone has to spam you to sell their SEO services, why would they need to spam you if they themselves had practiced good SEO?

It's pretty telling.

Either their own SEO is terrible or they're lying.

It's no different than buying knockoffs or stolen goods from questionable street vendors. It may look legitimate, but it's not. You know it's not. Others who know will know it's not. If they do know, you've just lost all credibility and perhaps gained the attention of authorities, too.

Now, does that mean that you shouldn't buy backlink SEO services? No.

But keep in mind that reputable firms don't buy or beg for links — let alone use deception. Legitimate, reputable firms tend to work on creating a link-building strategy that's focused on producing high-quality content, doing genuine outreach, and earning authoritative links. Naturally.

Build Brands, Not Backlinks

Part of the evolution of SEO signals is the growing importance of something called “implied backlinks.” An implied link is a brand mention, in other words. When other websites talk about you, your product, your service, or your brand, Google picks up on it just as they would an actual hyperlink.

Rand Fishkin, one the OGs of SEO and founder of Moz, wrote a recent piece on the power of inferred links, saying that someone mentioning your brand, without linking to it, is vastly superior (i.e., more credible) to actual links.

More importantly, Google and other search engines are becoming increasingly sophisticated to the point that backlinks are going to become unnecessary.

In the past, the kinds of sophisticated, nuanced analysis necessary to make an inferred link superior to a direct link were lacking. Today, they exist. In the future, they’ll get better, cheaper, and faster. Even if links rule today, I can’t see that model lasting much longer.

Rand Fishkin in “Inferred Links Will Replace the Link Graph”

That's why branding is so important.

I have talked on numerous occasions about the power of naming your product, service, or process. Productizing your services, and putting a name on them (if not at least naming your unique process or approach, even if everyone else does the same thing), creates the perception of expertise and uniqueness.

But the side (and possibly even greater) benefit is that, when people talk about your brand, your “thing,” or your business (your name, for example), they are creating implied signals that tell Google your site is recognized, authoritative, and worthy of their consideration.

It goes without saying that, if you create content that people talk about, engage with, and share, you're going to increase your brand mentions almost naturally.

So don't chase backlinks.

Focus on creating link-worthy content instead.

Backlinks are not dead. They are still important. But they are not as important as they used to be, and they're becoming less so over time. As I've said before, build your credibility, which is far more important than building links.

Credibility attracts credibility, including credible links.

Categories
SEO

What is “Search Intent” and Why is it Important?

Weeks after my whole family got theirs, I finally got the vaccine. Speaking of which, if you search for “vaccine,” you're going to get different results. It's a pretty generic keyword. Google may only guess what you mean.

  • You may be searching for news about it.
  • You may be trying to learn about the risks.
  • Or you may want to book your appointment.

This is called “search intent.”

To understand why this is important to your SEO efforts, above and beyond “keywords,” let's take a closer look at what it is and how to optimize for it.

Actions Speak Louder Than (Key)words

More and more SEO experts are offering services beyond just Search Engine Optimization. Many offer User Experience Optimization (UXO) and Search Experience Optimization (SXO). The reason is simple: rankings don't matter if the results, such as your content, don't satisfy the searcher's query.

Search engines like Google use machine learning to pay attention to how people respond to search results. They try to gauge if the result meets their needs. For example, if someone types in “how to increase organic traffic to my website” into Google, this may happen:

  • They get a bunch of results.
  • They click on one of them.
  • They visit the page.
  • They scan the content.
  • They hit their back button.
  • They return to the results.
  • They choose the next link.
  • And so on.

This may signal to Google that the link they provided isn't what the user is looking for. So it could be either one of three things:

  1. The content is bad,
  2. The user experience is bad, or
  3. It doesn't meet the user's search intent.

Called “pogosticking,” this back-and-forth process tells the search engine that the site is not meeting the user's needs. It's not providing good content or a good user experience or matching the user's search intent.

You may have great quality content and a fantastic user experience. But what if the content was simply wrong for what the user is looking for? What if it's perfect but delivered in the wrong way (e.g., they wanted video and not text)?

If you rank well, the mismatched intent will deliver poor quality traffic and inflate your bounce rate unnecessarily. But chances are you will not rank well, anyway, since Google uses machine-learning to know what people are looking for and serve results that match their intent.

What are “Long Clicks” and “Short Clicks”?

A bounce rate is calculated based on single-page visits, where users bounce out after visiting one page and without navigating to any other page on your site. Pogosticking may add to the site's bounce rate. But it doesn't mean the content is bad. Users may have read the entire article and left.

That's when the concept of “dwell time” comes in.

High bounce rates are not enviable. But pogosticking is important to pay attention to, specifically because it's indicative that the site is not relevant to the user's search. It doesn't match what the user is searching for.

This metric called “dwell time” provides context and indicates if the content was appropriate. A visitor who clicks on a search result and bounces back after a few seconds is called a “short click.” If they stay a lot longer and dwell longer on the page, even if they do bounce back, this is called a “long click.”

Both bounce rates and dwell times (i.e., short clicks and long clicks) are just two of many SEO signals that tell Google the content is a fit and matches the user's search and intent. In short, content is good, the user experience is adequate, and the result is relevant to their search.

The Three Types of Search Intent

Relevance is based on intent. There are three kinds of search intent (and a fourth, which is a variation). Your content should aim to match either one:

  1. “I want to know” searches (informational)
  2. “I want to go” searches (navigational)
  3. “I want to do” searches (transactional)

The fourth is a variation of the third. When the transaction is a purchase, they are called “I want to buy” searches. Some SEO experts label them as “commercial intent” or “commercial investigation” searches.

However, the intent to buy may not be direct or immediate. The user may be unsure and doing some research. So the search is slightly more informational or navigational in intent (such as looking for sites offering reviews, for example).

Nevertheless, determining search intent is important because SEO relies heavily on how well your content matches the searcher’s query.

Let's take a look at each one with some examples.

Informational Searches

The user is looking for information for educational purposes. They're not looking to buy (at least, not yet). They may be looking for more information about their situation, problem, or challenge. They're only researching this point.

Some of the searches related to your procedures may be:

  • “How long does a facelift take to heal?”
  • “Is abdominal plastic surgery safe?”
  • “Why do my breasts sag after pregnancy?”
  • “What types of liposuction are available?”
  • “Are hair transplants permanent?”

Many informational searches are formulated in the form of questions. But they can also be straight keywords or phrases, such as “lose weight” or “facelift surgery.” But the search intent may not be that clear (I'll return to this).

Navigational Searches

The user is trying to locate something specific, which is mostly a website, a location, or a business/clinic. It might be a URL, an address, a social media profile, etc. It's often based on a name, brand, product, service, or domain entered into a search form instead of directly into their browsers.

Some of the searches related to your business or services may be:

  • “Jane Smith, MD plastic surgeon Toronto”
  • “Dr. John Doe cosmetic surgery clinic”
  • “facelift post-op instructions Smith Surgical”
  • “phone number Dr. Linda Kent new clinic”
  • “nearest hotel to Eastern Surgical Centre”

By the way, the vast majority of branded searches are navigational. This is another reason you want to name your business, your services, and your processes, including your intellectual property. People may have heard about you or seen your name, but they're unsure how to get to your website.

Transactional Searches

This is where the searcher wants to do something, mostly to make a purchase. They've already decided they're ready to make a purchase or do something. So the search is related to taking that action. It can be buying, downloading, calling, hiring, ordering, registering, emailing, etc.

Some transactional searches might include:

  • “book a consultation with Dr. Smith”
  • “buy post-op cream Doe Surgical Clinic”
  • “subscribe to Laura Jackson, MD newsletter”
  • “get a quote for breast augmentation”
  • “download facelift pre-op instructions”

Commercial/Investigational Searches

This is a variation of transactional searches where the user is looking to buy. But the user is unsure and either wants reassurances or wants to investigate further. It can be informational and navigational, too, to some degree.

Since it can blend all three, it's important to match this intent specifically. Sometimes, the answer can be from third-party site. For example:

  • “best bariatric weight loss surgery”
  • “Dr. Jane Doe plastic surgery reviews”
  • “top cosmetic surgeon Rochester”
  • “Botox for crow's feet near me”
  • “Dr. Smith before and after photos”

Therefore, the goal is to offer relevant content and optimize signals — including amplified third-party signals — that aim to help the user decide (e.g., comparisons, case studies, photos, testimonials, FAQs, etc.).

The Key is To Align Content With Intent

Ultimately, When it comes to creating content for any one of these types of queries, the goal may be to answer them directly. But you may have to do more than educate your audience with relevant content. You want content that targets, engages, and invites them, too.

For instance, if a user is conducting an informational search, they may or may not be in the market for your services. The user could be a student doing some research for school. It could be a tire-kicker. It could even be a competitor.

So the goal is to capture, educate, and retain your visitors, the right visitors, as much as possible, particularly if they're potentially ideal clients. For this, you need quality content, user experience, and SEO signals.

But it's also an opportunity to get them to enter your funnel, engage them further, prove your expertise, and invite them to invest in your services.

How Intent Alignment Improves SEO

So how you optimize for search intent? The process of discovering what Google thinks people want is a great tool for SEO research. It is often referred to as “SERP analysis,” where SERP, of course, stands for search engine results pages.

Now, I know you're a plastic surgeon, and you're not an SEO expert. But this is not about search engine optimization in a direct sense. It's about something a bit more fundamental: market research. It's about understanding what users are looking for, why they want it, and how to give it to them.

Understand that market research is the core of marketing. When I talk about “keyword research,” it's not about keywords in and of themselves. It's about understanding what your audience is looking for and why they're looking for it.

It's impossible to ask users what they want as they conduct their searches. So keywords are “observable traces” that users leave. They're artifacts, if you will.

Like uncovering dinosaur fossils during an archeological dig, archeologists can only make educated guesses about how dinosaurs lived, what they ate, what their migration patterns were, and what happened to them.

Similarly, keywords don't tell the full story. They certainly don't tell us what's on users' minds when they use them. But search engines are becoming more sophisticated in understanding what people want and why.

Using clickthrough rates and user behaviour (such as click length), combined with the power of natural language processing and machine learning, Google makes educated guesses on the intent behind the search.

So market research, in this sense, is keyword research.

Understand The Desire Behind Queries

Fundamentally, SEO is the process of optimizing your website so that search engines (and therefore users) can find your content. They must be able to read, crawl, and index your content, even before they decide how to rank it.

A tad oversimplified, of course. But that's what SEO essentially aims to do. SEO was (and still is to some degree) a technical process. In fact, if you look up the definition of SEO as far back as 10-20 years ago, you get something like:

“Search Engine Optimization is built on the foundation of information architecture and information retrieval.”

From “SEO: Search & Information Retrieval,” Jeffrey Smith (2009).

Market research, on the other hand, is what will help you rank higher. I often refer back to what my friend and top copywriter David Garfinkel, who said that the key to success in copywriting (and I could easily extrapolate that to SEO or any form of marketing in general) is to ask:

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

If you know who your market is (which you likely do), you know their problem and why they want to solve it. But learning about how they talk about it can be uncovered by studying and reverse-engineering the SERPs.

For this reason, you need to go beyond keyword research.

Meet Users' Needs, Not Their Keywords

Google's goal is to satisfy the user's search and to become more effective at doing so. They're already showing you the results they think will serve the users best. In addition to machine learning, they've done countless experiments, hired many sophisticated engineers, and analyzed petabytes of data.

They've done the research for you. So use it to your advantage.

If you want to improve your rankings, your goal is to know what users are looking for and to give it to them. But it's not enough. You also need to understand the intent behind what they want, i.e., the reason for their search.

Why? Because, as Google tries to identify what people are looking for and why, it serves results that more closely match what it thinks will satisfy searchers. So if your content doesn't align with intent, Google will not give you the time of day — and your users won't, either.

And therein lies the crux of the need for SERP analysis.

Think of it this way: the goal is not only to create content that your audience wants but also for the reasons they want to consume it.

Sounds a tad pedantic, I know. But it's actually quite simple. You can focus on keywords, for example, and try to successfully align your content's title and description (i.e., what shows up in SERPs) that match the user's query. This will undoubtedly increase clickthrough rates.

But what happens once they land on your site?

Avoid “Clickbait-and-Switch”

If they pogostick back to Google because your user experience (UX) is less than desirable, that's one thing. But if it's because your content fails to satisfy their query, even if the content is high quality and presumably what they're looking for, you've failed to satisfy their intent. You failed to meet their needs.

Plus, failing to match search intent can hurt you.

Google has publicly said they don't directly use click signals as ranking factors. However, Google engineers have stated that they do use click behaviour to help refine their search results. (“Refine” is an important hint.)

My personal opinion is that they use it in connection with other factors, such as going to the next result as opposed to conducting a new search (again, “short clicks” versus “long clicks”). How people engage with search results says a lot.

While click lengths may not necessarily impact your rankings, this data helps Google learn more about its users' search intent. It then refines its search results when analyzing what people are looking for in combination with other factors.

The refinement may cost you in rankings — other results that more closely satisfy the user's search will rise to the top. Naturally.

Also, consider that people may seek more than just information but also the format. How they want to consume the information is just as important as the content itself. They may prefer a video, podcast, infographic, or PDF.

Plastic surgery is a visual field. Visuals are key. If your content is only one long article when users are looking for photos, you may not meet their needs.

One of the reasons Google offers many new features, in addition to those traditional 10 blue links, is to provide the user with an idea of what they're getting. It's only my guess, but if Google offers video thumbnails, people know they're getting videos — not a link to a page that “may” contain a video.

Search Intent and User Intent: Why Both?

Nevertheless, if you know who your market is and what their problems are, next is to know how they talk about it, revealing their stage of awareness.

By knowing at what stage of awareness they happen to be, you can then serve them with content that directly meets them where they are and takes them to the next stage — and hopefully closer to becoming your patient.

This goes to the concept of the content funnel I talked about before. It's not always linear or perfectly compartmentalized. For example, it's different for someone who has had other procedures done or who is unhappy with their results instead of someone who never had plastic surgery at all.

But for now, the thing to remember is that a content funnel is based on content that appeals to a certain level of awareness and then graduating the user to a new level of awareness. The way to do that is to understand intent.

This brings me to the differences between search intent and user intent.

  • Search topic is what they're searching for.
  • Search intent is how they're searching for it.
  • User intent is why they're searching for it.

Remember that the stages of awareness are problem-aware, solution-aware, and product-aware (i.e., your solution). When studying the SERPs, this is where you can extract a decent amount of ideas and insights from your target market.

For example, problem-aware searches:

  • What (e.g., the problem, like “how to get rid of excess belly fat”);
  • How (e.g., informational search, long-form article, some visuals);
  • Why (e.g., they're frustrated, doing research, want options).

Next stage of awareness is solution-aware:

  • What (e.g., a solution, like “recovery time for tummy tucks”);
  • How (e.g., investigational search, medical expertise, case studies);
  • Why (e.g., they're interested, considering a solution, want details).

Then, of course, the next stage, which is product-aware:

  • What (e.g., your solution, “Dr. [X] before and after photos”);
  • How (e.g., commercial/navigational search, proof, patient reviews);
  • Why (e.g., they're motivated, taking action, want assurances).

The Case For Long-Tail Keywords

The above are just examples. But you can instantly see how clearer both the search and user intent are when the query is either longer or more specific.

Many plastic surgeons would love to rank well for generic “short head” keywords (i.e., words at the top of the bell curve in terms of demand, volume, and traffic). But ranking for those is extremely competitive and difficult, and the resulting traffic, if any, has no clear intent and may contribute to shorter clicks.

“Abdominoplasty” is a very generic term. Are people interested in getting one? Are they researching it and checking out who, where, and how much? Or are they just looking up the definition?

As you can see, it's impossible to tell. Chances are, if you analyze the SERPs, you might see that Google doesn't know, either, and the results may include a mix of informational, transactional, and navigational intent results.

But with a search like “best tummy tucks near me,” you now know for sure what the intent is and what kind of content will best match it.

Nevertheless, the goal is to research your market.

With a SERP analysis, you can do this by identifying the search topics your market is interested in (based on their stage of awareness), their search intent (what Google thinks they want), and the user's intent (what results come up, what do they offer, and how it helps the user).

Or as SEO consultant Brittney Muller said:

Paying closer attention to search results will give SEO pros a leg up in creating competitive content in the way that searchers desire to consume it.”

— Brittney Muller, from Search Engine Journal.

Bingo.

Categories
SEO

Can Some Words Stop You From Ranking?

In 2002, I wrote about how words can change the meaning of a sentence. In it, I explained that choosing certain words, including formatting, can help give a sentence more impact and even change its meaning completely.

I titled the article: “It's not what you say but how you say it.”

At the time, I wrote it as a copywriter and from the perspective that words give meaning, and that your choice of words can change that meaning.

But since I've shifted from copywriting to SEO as my primary focus, I applied much of what I know about copywriting to SEO. They share a same goal: know your audience, the questions they're asking, and how to answer them.

The reason I'm bringing this up is that this morning an interested thread on Twitter started by some very respected SEOs regarding the use of “stop words.” Stop words are words like “in,” “at,” “the,” “this,” “and,” “ever,” “more,” “only,” etc.

For years, many SEO experts advocated the reduction in stop words to help rankings, such as their removal from URLs. And for while, this was true.

But with today's algorithms, I'm not so sure anymore.

Stop Words Impact Retrieval, Not Understanding

First, writing for SEO is simply writing for your user. SEO is no longer about stuffing keywords into your content, but about understanding your audience and writing for them. By giving them what they want (in the way they want it), you give Google what they want, too. SEO expert Alan Bleiweiss said it well:

Removing stop words can trim excess words and highlights keywords. But removing stop words can also make your content feel robotic, unreadable, disjointed, keyword-stuffed, and annoying.

Back then, the SEO reasoning made sense: search engines look for keywords and use information retrieval processes that look for and pay attention to them, such as TF-IDF or “term frequency and inverse document frequency.”

Without getting too technical (I may be a geek but I'm far from being a technical engineer), it means the number of times a keyword appears on the page, and how important it is in relation to all the other keywords on the page (and across a set of pages, such as the rest of the blog, for example).

That's where things like “keyword density” have become common practice.

TF-IDF is still important (to help in the extraction of keywords, for example). But it doesn't help to understand their meaning. The growing popularity of machine learning (or “artificial intelligence,” although that's misleading) has helped to improve the search experience by understanding keywords.

I've mentioned before that stop words are important for SEO. They give adjacent keywords context and therefore the sentence (or phrase) meaning. Sometimes, a stop word can completely alter the meaning of a keyword.

It's All In The (Search) Intent

Remember, SEO is about matching the reader's search. But while writing content that informs the reader is one thing, doing it in a way that specifically satisfies their search and provides value is another.

That is what SEO is becoming.

It's about matching the intent behind your patient's query and not just the query itself. It's what Google wants and the way Google is growing, as we see with its increasing sophistication in information retrieval and processing using natural language and machine-learning algorithms.

In plain language, it simply means that Google is getting better at reading and understanding information like a human being. Therefore, it makes sense to write for human beings, too, and forget all the search-engine trickery.

So, are stop words important in SEO? They should be, because we, as humans, use them all the time in natural speech. Will it help your rankings? Not directly.

But they likely have some influence.

The greater the match with the user's intent is, the greater the relevance given to a result will be. To determine this, Google pays attention to “implicit user feedback” such as user clicks and dwell times. This feedback helps feed machine learning, which, according to Google, influences ranking factors.

In short, we went from keyword-driven SEO to intent-driven SEO.

Use Natural Language. Naturally.

Back when the web was young, people were slowly adopting the Internet (and computers, too). It made sense to type in keywords into search forms because a) people were learning how to type and b) machines were rudimentary. Searches were entirely keyword-driven for this reason.

But today, we live in an Internet-connected, mobile-first world. We use smart devices, type in complete sentences, use auto-complete suggestions, or dictate queries using voice search into Google, Alexa, or Siri.

So stop words are now more important than they've ever been.

This is where search is going: retrieving content not based on keywords but based on user intent. Since stop words can alter the meaning (and therefore, the intent) of the query, it goes to reason that stop words have a role to play.

Here's an outstanding example.

Similar to my article about how formatting can change the meaning of a sentence, my favourite writing tool, ProWritingAid, just tweeted this example of the way stop words can completely alter the meaning of a sentence.

Can Some Words Stop You From Ranking? 1 | stop words
How stop words can alter the meaning of a sentence.

Provide great content that satisfies your patients' search and user intent, and you also provide a great user experience. In fact, creating keyword-stuffed gibberish you think Google wants will only kill the user experience.

So don't let stop words stop you from writing good, meaningful content for your users. Most times, they're more like “start words.”

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.

Categories
Audits

Quick SEO Audit of HairTransplantation.com

Time for another mini SEO audit on a random plastic or cosmetic surgery website. But this time, I want to focus on hair transplants. If you don't know, hair restoration was the very first type of client I worked with back in 1992.

In trying to find a website as randomly as possible, I did the same thing as last time: I turned on my VPN, chose USA as my country of choice, and Googled “hair transplant surgeon.” I then clicked to page four of the SERPs (search engine results), I scrolled down a bit, and I selected a site at random.

Site Selected For This Quick SEO Audit

As strange as this might sound, I literally clicked on a result without paying attention. The URL I clicked on is HairTransplantation.com by Dr. John Kiely. (Talk about a keyword-driven domain name! Let's see if it helps him.)

Remember, this audit will be brief. My 360° SEO Audits go far beyond this. But it might give you some insights you can apply to your own website.

So without further ado, here we go.

Quick SEO Audit of HairTransplantation.com 2 | quick seo audit
Mini SEO audit on HairTransplantation.com.

SEO Crawl and Overview

A crawl with Screaming Frog's SEO spider, I found 108 pages. However, 16 are redirects and six are 404s (page not found errors). At first glance that might look odd or bad, but a closer look reveals that the redirects are from a few pages that have trailing slashes to versions of the pages that don't.

That's actually a good thing, and here's why.

A trailing slash is the slash at the end of a URL. The jury is still out on whether trailing slashes help rankings. But the important thing is to choose one protocol and to be consistent with the rest of the website.

Consistency is key in SEO. With different versions of the same URLs, if they're not canonicalised (i.e., a canonical tag is piece of code that tells search engines which URL is the definitive address for that page), you risk having Google index multiple versions of the same page and cannibalizing your rankings.

Specifically, the result is that this will either confuse Google or force it to split ranking signals across the various addresses, diluting the ranking power of what really is just one page. For example, look at the 12 URLs below:

http://www.domain.com
http://www.domain.com/
http://domain.com/index.php
http://www.domain.com
http://www.domain.com/
http://www.domain.com/index.php
https://domain.com
https://domain.com/
https://domain.com/index.php
https://www.domain.com
https://www.domain.com/
https://www.domain.com/index.php

All these URLs are pointing to the same page.

That's why adding redirects and canonical tags is crucial. But in a perfect world, there shouldn’t be any redirects at all. Use redirects only for pages that no longer exist — pages you renamed, moved, or deleted. Don’t use redirects internally when a simple search and replace can do the job.

Of course, have redirects if other sites link to the wrong URL (which is one the reasons I recommend setting up a Google Search Console account), so you can find out if any backlinks are leading to 404 errors. But when doing an internal crawl like I just did, there shouldn't be any redirects.

Back to the audit.

Regardless of redirects to pages without trailing slashes, there doesn't seem to be a predominant protocol because I can see that the site has pages with trailing slashes and some without. It's not terrible but it is confusing and may also lead to issues down the road, such as when adding pages or links.

Location, Location, Location

The 404 errors seem a little odd, which prompted me to investigate further. The URLs of the missing pages seem to be similar to pages that already exist on the site. They have the same titles but with different city names appended to the URLs (e.g., “hair-loss-baltimore” and “hair-loss-washington-dc”).

Now, this tells me three things.

First, the site is trying to optimize for multiple locations. There's nothing wrong with that. But I think the clinic may have moved or switched from Washington-Baltimore to Rockville-Townson at some point. So the crawl found lingering links to older locations (or removed pages) that they have not yet updated.

Second, I manually visited pages similar to the 404s (e.g., “hair-loss-rockville-md” and “hair-loss-townson-md”). They seem to be the same page but with two different cities. This means there are duplicate content issues, which are not good for SEO. This may indirectly penalize your rankings.

To confirm my suspicions, I looked up other pages:

Quick SEO Audit of HairTransplantation.com 3 | quick seo audit
Duplicate content will hurt your rankings.

Every page has keyword-based links that lead to duplicated pages for different service areas around the Baltimore–Washington metropolitan area. Duplicate content is the bigger and more important issue, but keyword stuffing and repetitive internal location links are far from good practices.

Let me be clear. Building out multiple pages for each service area is actually a good practice, and I recommend it, too. But each page should be different. They can be similar but they should not be exact verbatim copies.

Think of Your User, Not Google

Also, there's no need to stuff entire site with location links, too. Just have one master location list or page with links to individual locations. If you link to the location list or the master location page on an indexed page (or in your sitemap), Google will find it and crawl all the subsequent location pages.

For example, a website could have a page called “locations” such as:

/locations/ (listing all locations)
/locations/location-one/ (first location)
/locations/location-two/ (second location)
/locations/location-two/sublocation-one/ (e.g., district)

Like the example above, you can create sublocation- or community-specific pages, as long as you serve those areas and put unique content on them.

(Remember, they only allow you one Google My Business listing per physical location, not service area. But you can create landing pages for each area.)

Just optimize each landing page with specific information about that area. If you can, add reviews or testimonials from people in that area. If you can add directions from that area to your clinic, add them, too.

There's no need for duplicate content. To quote Moz.com:

There's a real danger of putting up a bunch of weak, silly content for every city your company serves, and this would downgrade user experience and the overall quality of your website. Rather, come up with a plan for making those landing pages incredibly useful and persuasive, so that they truly do serve users, while also signalling to search engines that you have relevance to this target community.

Moz.com Staff

Don't Overoptimize

Finally, there's the third point. Looking at other pages, I noticed something peculiar. The site has over-optimized pages with location-stuffed content. This reminds me of old-school SEO with keyword-stuffed content that makes the page unreadable and kills the user experience.

Here's an example:

Quick SEO Audit of HairTransplantation.com 4 | quick seo audit
Over-optimized content is a sign of poor SEO.

Every page seems to have this issue. Every page seems to have an introductory paragraph that's stuffed with keywords, including locations. This type of SEO doesn't work anymore. Or better said, it's no longer necessary. Google is now intelligent enough to understand the context and content of the page.

Of course, it's helpful to include pointers that help Google along, such as schema code, alternative text for images, proper internal linking, appropriate descriptions (without repeated keywords), and so on.

But filling the site content with locations is bad for the user experience — and your rankings. Avoid stuffing your page with too much of the same thing (e.g., the same links, keywords, locations, photos, whatever).

Redundant Pages

In that initial crawl, and based on my discovery above, I wanted to see how similar or dissimilar was the content. I found several redundant pages.

Here's just one example.

There are five topics (e.g., hair loss, hair restoration, hair transplant, hair transplant clinic, and hair transplant surgery), which are obviously used as keywords. But each of the five has nine separate locations. All nine appear to be the same duplicated page with maybe just one distinct paragraph.

Therefore, there are 45 pages in total when five pages covering the five topics, and perhaps nine for each location, would have sufficed. This means there are 30-ish pages that are redundant and useless, diluting ranking signals and likely causing the site as a whole to lose rankings.

After removing all the redundant pages, duplicate pages, 404s errors, and redirects, I'm left with 31 total pages. Some are very thin in terms of content, too. In my experience, this is inadequate. This site needs more content.

In fact, the blog shows only 10 blog posts that are over five years old. Frequency, recency, and consistency are three key SEO signals that help Google to notice, crawl, and hopefully rank your content. Fresh content posted regularly and often (at minimum one new post a week) is a good practice.

SEO Analysis Estimate

I don't have access to this site's Google Search Console to determine if the site is getting poor traction because of the issues I mentioned above — such as duplicate content, stuffed locations, over-optimizations, and so on. But looking at their estimated traffic in Ahrefs.com, I can make some fair assumptions:

Quick SEO Audit of HairTransplantation.com 5 | quick seo audit
HairTransplantion.com gets only 56 visitors monthly.

The site only gets about 50-60 visitors a month on average.

This is relatively low for a plastic surgeon's website (which typically averages around 500-2,000 visitors monthly in my experience). It may be because of content that's over-optimized, duplicated, unusable, inadequate, or something else. However, I'm certain the issues I've discovered are not helping.

One final thought about locations.

Having multiple locations can be a good practice for a service provider having a large enough demand within those areas and offering a repeat service. For example, plumbers, exterminators, restaurants, car dealers, even dentists may benefit from ranking for specific locations.

But it's not so much the case with plastic surgeons, particularly a surgeon who only does hair transplants. It unnecessarily reduces visibility.

In my experience, the best and most renowned surgeons have patients that come from near and wide, even well outside their main geographic areas. Some fly from all over the world to receive treatments from these experts.

When claiming your Google My Business listing, you can only claim your actual, physical location. This will help rank your clinic or practice in the local pack (i.e., the pack of Google Map listings that sometimes appear at the top of on search results). But location-specific pages can rank in the main results.

By focusing all your pages on specific locations, which can be helpful for many service providers, can be limiting and counterproductive (particularly if you want to expand your reach), and may hurt your rankings in other locations.

Conclusion

I'll stop here since I've covered so much already.

In essence, the initial crawl revealed some major issues, and this site needs work. I recommend a complete revamp with a new content architecture to fix all the issues I found, along with properly rewritten content.

Short of redoing the site architecture, I recommend creating a location listings page and area-specific landing pages, and killing off all the redundant ones. I suggest fixing all the redirects, removing the 404s, choosing a single sitewide protocol (i.e., trailing slash), and removing all the repetitious content.

Finally, I recommend adding more quality content — both to the main pages to beef up the thin content and as articles to the blog section.

Again, please remember that I base my recommendations on just an initial crawl. I didn't do a keyword audit, a technical SEO audit, or a competitive audit. There's so much more that I could analyze, which I typically do when I perform a comprehensive 360° SEO Audit service. But hopefully this was helpful.

Categories
SEO

When Moving Your Site, Don’t Leave Your SEO Behind

A recent client has hired me to audit their SEO. The main issue was pretty clear from the start: they had recently undergone a rebrand and moved their site to a new domain. But they failed to redirect the old site properly to the new one. In short, the SEO site migration was poorly executed.

The result is a significant loss in rankings and traffic.

Often, moving to a new domain is perfectly fine, provided you do it carefully and plan it properly. The reason is to ensure there's no loss of traffic, authority, and rankings. Otherwise, it can lead to irrecoverable losses — not to mention the loss of your audience's trust and goodwill.

If you're planning on redesigning or rebranding your site, particularly if the purpose is to improve your SEO, here are some things to consider.

First, the simplest way to move your site is to do a domain-to-domain redirect. It will carry over any URL parameters to the new site automatically. If someone tries to reach domainone.com/page for example, they will easily go to the same page on the new domain, i.e., domaintwo.com/page.

But sometimes, it's better to do a page-by-page redirect, simply because you may wish to keep parts of the old domain active, reuse the domain in the future, keep certain functions (such as mail servers), or move to a new architecture where you plan to rearrange and/or rename pages.

In the latter's case, however, I don't recommend doing it all together.

Migrate Your Site in Stages

Some plastic surgeons prefer to do it all in one fell swoop: they want to move to a new domain, do a rebrand (and redesign the site to match the rebrand), and switch to a new content architecture — particularly if it's recommended for SEO purposes. They want to get it all done.

However, in my experience, it's better to first move to a new domain that maintains an identical architecture, and then launch the new site.

There are several reasons for this:

  1. It's easier to do a bulk domain-to-domain redirect, which reduces server load. You can do this with regular expressions (RegEx) that simply tell the server to redirect and load the same folder/file on the new domain.
  2. If there are too many redirects that point to different pages, and/or if there are too many new pages appearing at once, Google may interpret that as a completely new site, and you might lose rankings and traffic.
  3. Above all, if you move to a new domain and revamp the architecture simultaneously, it will be difficult to determine the reason for the losses in traffic (i.e., whether it was the migration or the change in architecture).

If you absolutely must, then do so. But I recommend you do any changes to the architecture after the move. This way, you can start by pointing the old domain to the new one first, and then do internal redirects to new pages on the new domain either after the move or once you relaunched the site.

Thus, if someone tries to access a certain page on your old domain, they will go to the same page on the new domain first, and then the internal redirect will load the new page based on the revamped architecture.

But if you can do it in stages, do so. It will be more effective, more manageable, and less risky. In fact, I suggest you either clone the site to its new domain or switch the domain name. Then activate a domain-to-domain redirect.

This way, should anything go awry, switching back is easy.

(I typically use Cloudflare for this process. Adding all domains to Cloudflare, I can do a site-to-site switch within the DNS records as easily as flipping a switch. Plus, I do bulk domain redirects using Cloudflare's “page rules.”)

Of course, once you're done, do a search-and-replace sitewide and within the database to ensure to canonicalize the URLs with the new domain. (Go back to my SEO migration checklist for more details. A post-move crawl can identify any old remaining URLs that you need to switch.)

Telling Google You're Moving

If a site moves and no redirects are in place, this creates several issues. When Google notices 404 errors, at first it will do nothing. It suspects that this may be temporary. It will wait for a few days to see:

  • If the cause of the missing pages was a glitch;
  • If the site owner submits a change of address; or,
  • If the site eventually redirects the missing pages.

Over time, if Google doesn't encounter any redirects, it will consider your pages as dropped, which will lose your rankings and any momentum you've gained.

So after putting the proper redirects in place, I also recommend submitting a change of address to Google to make sure there are no losses. You can do this by registering both domains with Google Search Console. Once the move is complete, start the process under “change of address” in settings.

GSC also gives you a list of all the external incoming links (i.e., backlinks) you will need to update. It's above “settings” on the left sidebar in the above screenshot.

Often, an incoming link points to a page that has been long switched, renamed, or moved, and, unbeknownst to you, leads to a 404 (“page not found” error). Therefore, GSC will allow you to create any additional redirects you may need.

Change-of-Address Benefits

Doing a site move signals Google that the site is now on a new domain. Not only does GSC offer tools and reports that help you track your move and measure its performance, but also it helps to identify and fix issues that may occur.

A site move is much like an insurance policy. It will preserve several things:

  • The integrity of backlinks;
  • The site’s current rankings;
  • Any potential domain authority;
  • And the user experience (UX).

With domain authority, the age of the domain (i.e., how long the domain existed and remained with the same owner) is an important ranking factor. You will lose some of that when moving to a new domain.

As for UX, if someone searches for your old brand name (i.e., a navigational search intent, such as someone searching you to find your site), Google will list the new domain in its search results instead of the old one.

Speaking of ranking factors, Google ranks sites based on several factors. Key signals influence some of these factors, including E-A-T signals (i.e., expertise, authority, and trust). EAT is not a ranking factor per se. But it can influence your rankings as it influences the perception of the site's experience and quality.

  • Expertise mostly comes down to the content and its quality — the quality of your content, your knowledge, your credentials, and so forth.
  • Trust mostly relates to user experience (UX), such as site security, page load speed, navigation, user journey, and so on (i.e., signaling that the site is trustworthy and not a scam).
  • But authority comes from signals outside the site, such as backlinks, brand mentions, and other external signals that prove authoritativeness (such as links from social media, Google Maps, industry and business listings, reviews and reputation signals, and more).

Backlinks are vital to SEO and page errors are bad for UX. So preserving those links and the integrity of your site is important. There are also brand mentions, also called “implied links,” which include your brand name and even unlinked domain names. Site moves will help preserve those, too.

Remember that moving a site requires planning. There's no one perfect way to migrate a site. But there are plenty of ways to screw it up. Just remember that Google is also there to help you. So use them to your advantage.

Categories
SEO

Visual Content Marketing Starts With SEO

When it comes to creating content about plastic surgery, writing blog posts (i.e., articles) is the easiest way. But visual content is just as important, if not more so. In addition to written content marketing, visual content marketing is a critical component to a medical aesthetic professional's online success.

Any content is important. As a plastic surgeon, you're an expert in your field, and prospective patients want to make an informed decision. When it comes to SEO, as it should be with the content itself, the fundamental goal of written content is to help the people you're targeting.

However, most plastic surgeons or their staff create visual content, such as videos, photos, and graphics. And they should. Most of them post these on visual channels (like Instagram, YouTube, TikTok, etc.) instead of their own blogs.

So how do can you do SEO when your content is not text-based and it's published outside your blog or website?

1. Metadata is Your Friend

Every piece of non-textual content you create (or better said, capture) has metadata attached to it, such as time, date, location, equipment used, etc. Most digital recording devices nowadays automatically add metadata to your captures, whether it's a $3,000 camera or a $500 smartphone.

But many recordings today can have additional metadata added. Most of the time, it's done when the recordings are added to another medium — such as when it's uploaded to Google Photos or YouTube, for example.

Incidentally, if you turned off metadata (such as location) for privacy purposes, you should turn it back on. Some people hate being tracked, and I understand that. But this information is ideal for SEO.

For example, when uploading it to Google My Business or Facebook (Business), it adds more pseudo-content for local SEO purposes. When people type “plastic surgeon near me” into Google, your photos may appear (or your listing with a lot of geotagged photos may appear) more often as a result.

Nevertheless, you can add more metadata. On a blog, those things include alternate text (called “alt-tags”), titles (or “title tags”), captions, and even the filename itself. For instance, when adding content to a website, rather than uploading it directly, save it, rename it, and upload it with its new filename.

It's not about stuffing keywords in either the metatags or filenames. It's about including descriptive information for accessibility so that search engines know what the file is all about. So include keywords in the graphic, photo, or video, both in their filenames and tag data.

But don't force them. Just be descriptive. Be helpful, not robotic.

Like all forms of SEO, metadata comes down to helping your audience and giving them what they're looking for. You want to describe your visuals in order to help — not outsmart the search engines.

Remember, metadata is about the user and aims to make the visuals better understood by users. Yes, they're for search engines, too. But search engines aim to help users (your users) by giving them better information — and therefore, a better experience. Stuffed text will only work against you.

2. Channel-Based SEO

The second-largest search engine in the world is YouTube. Just like Google, YouTube has its own search queries, topics, keywords, rankings, velocity (i.e, based on how much traffic, engagements, and likes a video gets), and of course, audiences. So it needs its own SEO, too.

In fact, almost every content sharing platform is a search engine itself. So whether you're uploading photos, videos, clips, graphics, or stories (like Reels, LinkedIn Stories, Twitter Fleets, TikTok, or any visual asset you upload to the web), you will also need to optimize those, too.

Optimize their descriptions, tags, labels, comments, and more. So be descriptive, add keywords, insert links, use hashtags, and so on.

Every channel needs its own form of SEO, from Twitter to Google My Business. Pay attention to the content you add, from the bio of your channel's profile to each asset you upload. Include keywords and links (especially links back to the website) to double your amplification (I'll come back to this).

Create new content with SEO in mind, whether it's the title, the description, the filename, or the surrounding content (including headers, copy, links, additional keywords, etc). In fact, there are three things to keep in mind:

  1. Keywords don't have to be broad or popular with high search volumes. They can be long-tail, indirectly related, or ultra-specific keywords.
  2. Focus on the user, not the search engines. Don't stuff your content with keywords. Focus on topics and what users want, and describe it to them.
  3. Include your name and brand names (such as proprietary names of your services, products, or processes, which is my number-one SEO tip).

Incidentally, content in proximity is just as important as metadata or descriptive data. For example, when uploading content to a visual platform, remember that you have the ability to add descriptions, comments, even tags and related content — such as linking suggested videos or other related posts.

This information also helps to expand your visibility, too.

On YouTube, your videos will show up as related videos on other people's videos. On Instagram, it will be recommended as part of the “Explore” page. On Google, your Web Stories will be suggested in “Discover” (i.e., the personalized content feed on Android devices, Google pages, and Google apps).

For videos, one tool I recommend is TubeBuddy, which allows you to do keyword and tag research, on the fly, as you upload your videos. On Instagram, make sure your photos are properly described, tagged, and captioned with keywords — and don't forget the advanced settings (hidden alt text), too.

3. Bring it Back Home

Finally, remember that your goal is to get people back to your website (or at least to come forward and book an appointment with you). But for SEO purposes, it's to attract qualified patients to your practice or clinic.

While your goal is to use other platforms as a way to share and amplify content from your website in order to increase signals back to your website (and hopefully earn authoritative backlinks), you can also do the converse — i.e., amplify your third-party platform content through your website.

In other words, you can bring content back to your website. You don't need to duplicate everything. Many of these websites allow you to embed their content, which allows you to add a piece of code and incorporate content from their platform back on your website.

However, some may offer you the ability to embed carousels or galleries. That's not what I mean. Embed either one or a few select pieces on a blog post, but add surrounding, descriptive content. Offer deeper, richer content — perhaps a story behind the visuals. Above all, include links to other pages.

For example, one plastic surgeon often posts on Instagram. He uploads videos that are either before-and-after clips, patient testimonials, or videos of actual surgical procedures. He then takes a video from IG, embeds it on his website, and describes the procedure in depth with additional content around it.

He turns it into a case study to describe that specific patient's situation (e.g., what was their issue, what makes them a candidate, what results to expect, etc). He also links anchor texts back to his main service page — the one that describes the procedure (like “breast augmentation,” for example).

This process creates strategic internal links, signals to his key procedure pages, and topical clusters, which all help SEO — including the social media signals.

If you do this with videos, transcribe your videos (using a tool like Descript, Otter, or Screechpad), which will then fill your blog post (and therefore, your website) with keyword-rich and/or topic-focused content that will add SEO as well as bring more context to the visuals (and vice versa).

Ultimately, these are some ideas that will help use non-text-based content and third-party content for SEO purposes that will enhance your visibility, drive traffic, and increase traction with ideal patients.

So with visuals and third-party platforms, don't forget metadata, keywords, and links to each other for bilateral amplification and stronger SEO signals.

Categories
SEO

SEO Content Creation Strategy For Plastic Surgeons

When creating a content strategy, the most common process is to brainstorm a list of possible ideas to blog about and to create an editorial calendar around them. And for some plastic surgeons, that's perfectly fine.

Some content is better than no content. Right?

But when I work with doctors who have a lot of content but a lackluster online presence with very little organic traffic, the issue comes down to the fact that they don't have a strategy in the first place. Plastic surgeons who know and value the potency of SEO will have a strategy they follow.

I've written about creating a high-level content strategy before. However, one thing I failed to stress in my content strategy article is the process of defining the goal before strategizing content.

Since the success of any content strategy is determined by how well it reaches specific goals, setting goals should be the first step. For example, what is the content supposed to do? Is it to build traffic? Grow an audience? Increase awareness? Generate leads? Qualify those leads? Produce sales?

I know this sounds simplistic. But in reality, the lack of a clear goal is often why even the most effectively constructed content fails.

More importantly, the reason that answering this question first is essential is that it will drive the rest of the strategy. In other words, it will not only allow you to measure your content's effectiveness but it will also drive a variety of key elements that need to be taken into consideration in the process.

Specifically, there are five critical elements to keep in mind:

  • The audience;
  • The intent;
  • The awareness;
  • The topic; and,
  • The format.

The Audience

Knowing who you're writing for is pivotal — not just in general but with every piece of content. Are you offering information about facelifts to a 55-year old C-level executive woman? A hair transplant to a 35-year old divorced man? Or laser skin resurfacing to a 21-year old with acne-prone skin?

Defining the audience with each piece of content will determine how to present the topic and how to better align the idea with their intent. Your audience may vary greatly — and for each procedure type, too. Therefore, each content will need an intended audience and appeal to that audience, too.

This doesn't mean that each piece will have a different language or style. Each piece needs to maintain a consistent brand and voice. Your voice will develop an affinity with your chosen audience, and consistency is key when it comes to building authoritativeness and trustworthiness. (More on this later.)

The Intent

Are you creating content to help a person make a decision about a certain procedure? Or are you simply providing basic information to someone at the beginning stages of their research? Either way, you can find out what they want or need by knowing what and how they search.

There are three types of search intent:

  1. To go (navigational intent).
  2. To know (informational intent).
  3. To do (transactional intent).

For example:

  1. “Dr. Smith plastic surgeon Toronto.”
  2. “How long do breast reductions last?”
  3. “Dr. Smith consultation phone number.”

Some SEOs will also include a fourth, “to buy,” which is “commercial intent.” But they can be transactional or investigational (or a combination of both), such as, “Dr. Smith breast implant reviews.” Searchers are either looking to buy or conducting an investigation before going ahead.

Search intent is important to know so that your content can satisfy that intent. The more it does, not only the greater the traction (and the greater the quality of the traffic you generate) will be, but also the greater the chances your SEO Content Creation ““““““““““““benefits will spill over because it's meeting Google's quality guidelines.

The Awareness

Sometimes, knowing the search intent is not enough. A search term may not necessarily reveal the reason behind it. So it's also important to know the user's intent — i.e., not just what information the user wants but also for what purpose. In other words, why they want it or what they intend to do with it.

The best way to know is either to do one of three things:

  1. Research the questions they're asking.
  2. Look at long-tail keywords or phrases.
  3. See what Google thinks (i.e., SERP analysis).

(In the case of the latter, you simply use the search term and see what Google thinks the search intent is. If the types of results are scattered or don't fit, choose a newer or more specific search term.)

User intent will vary depending on the stage of awareness your audience happens to be in. I usually put them in one of four, which I call “OATH” (i.e., oblivious, apathetic, thinking, and hurting), such as:

  • Are they aware of the problem? The real problem?
  • Do they know all the options available to solve it?
  • Are they aware of your solution to the problem?
  • Do they know what makes your solution the best?

For example, take the search term “breast augmentation.” Alone, it doesn't say much. The search intent may be informational. But to what end? Is it to learn about the procedure? Is it to find out who offers them? Is it to compare alternatives? Or are they shopping around for prices?

But a search for “What size of breast implants is right for me?” The search intent is the same (informational), but now we have a bit more of an understanding of why they want to know more about breast implants.

So never just focus on what they're searching for. Learn why, too.

The Topic

Remember, if your information can impact a person's wealth or welfare, it's what Google calls YMYL, or “your money or your life” pages, such as medical content. As such, it needs to demonstrate, above everything else, a certain level of E-A-T (expertise, authoritativeness, and trustworthiness).

Choosing a topic your audience is looking for is not just for SEO purposes. Expertise is a form of topical authority. Your knowledge on the topic shows that you know what you're talking about, and the extent of your knowledge shows that what you're talking about is authoritative.

Your credentials are important signals. But demonstrate your expertise by covering the topic in depth. Your authority is implied in this case and therefore more effective. As I always say, implication is more powerful than specification.

You don't have to cover it all in one fell swoop. That's what creating a content strategy is about — you can cover the topic gradually, over time.

In the hub-and-spoke model, your pillar content is the hub, and supporting content pieces are the spokes around the hub — creating what is often called a topical cluster. Therefore, when you do create a content strategy, you will be able to interlink the subtopics together in an intuitive and logical way.

Using the previous example, i.e., “What size of breast implants is right for me,” Google will likely determine that this person is looking for advice on the topic of “breast augmentation.” Some subtopics might be “breast surgery candidacy criteria” or “breast implant cup sizes.” You get the idea.

To learn about topics that interest your audience, you need to do topical research and not just keyword research. Queries are often conversational phrases and questions. That's why questions are so powerful.

Use SEO tools like Ahrefs (Keywords Explorer) or SEMrush (Keyword Magic Tool) to learn about the questions people ask around a topic. Or use a website like AlsoAsked.com and AnswerThePublic.com, or a Q&A site like Quora.com, Reddit.com (there's a plastic surgery subreddit), and Answers.com.

Clusters are important. For the more in-depth the coverage on the topic is, the greater the chances your content will rank well — and the greater the chances that the content will capture related searches, too.

The Format

Format has two components: the modality and the methodology.

  1. Modality is the way the content is consumed. For some it's a blog post, for others it's a downloadable app. For some it's photos, for others it's videos. For some it's podcasts, for others it's a slide presentation.
  2. Methodology is the way you present your content. You may, for example, decide on writing a simple blog post. But how will address the content in that post? Will you present it as an interview? As a story? As a tutorial?

“Modality” comes from “mode of communication.” Some people prefer to consume their information by reading it, while others prefer watching it, listening to it, or applying it.

“Method” comes from the “method of presentation.” Here are some examples of presentation methods you may choose from to create content with:

  • Answers to questions
  • Patient success stories
  • Common myths debunked
  • Formulas and templates
  • Case studies to learn from
  • Bad examples to avoid
  • Competitive comparisons
  • Explainer videos and demos
  • Webinars and livestreams
  • Resource roundups
  • How-to tutorials
  • Graphs and charts
  • Ebooks and whitepapers
  • Editorial commentaries
  • Expert/client interviews
  • Original research findings
  • Glossaries and terms

And so on. This list not exhaustive, but as you can see there are a variety of methods you can present information. You might offer content that your audience is used to, or you might offer content in a different and better way. You might even offer the same content but using different methods.

Understand what your market wants or how they best consume information is helpful to the degree that it will increase engagement with your content, great visibility, natural backlinks, and more qualified traffic to your website.

Putting it All Together

When you add all of these up, you get a much clearer understanding of:

  1. Who you're targeting (audience),
  2. What they're looking for (intent),
  3. Why they want it (awareness),
  4. What to give them (topic), and
  5. How to give it to them (format).

Here's an example:

  1. Middle-aged mothers with stretch marks.
  2. Searching for possible “mommy makeover”.
  3. Knows options, interested in tummy tucks.
  4. Wants to know about tummy tuck scarring.
  5. A blog post with pictures of possible scars.

Therefore, the goal, in this case, is to create a blog post that targets women looking for a “mommy makeover” to reduce loose skin left after a recent pregnancy. But they're concerned about scarring related to tummy tucks (after all, they want to get rid of stretch marks), and they want some reassurance.

The goal is to get them to book an initial consultation.

Therefore, the content may discuss how scarring is minimal but only with the right candidates and in the right situations, which can only be determined with an initial consultation (or a virtual one, which is common in this era of COVID).

Obviously, a lot of this information will be implied and come naturally for doctors who write their own content. But when developing a content strategy where other team players are involved, or if the content is being outsourced to outside writers, it may be wise to go through this exercise for their sake.

When doctors outsource their content, sometimes they either get poorly written articles or well-written ones that miss the mark. Often it's because the writer wasn't aware of these five critical elements.

If you're using an SEO content template like this one, adding a few lines to describe these will go a long way in getting content creators to understand what you're looking for — and above all, what your audience is looking for.

Categories
Audits

Quick SEO Audit of DrThors.com

Time for another quick SEO audit of a plastic surgery website. After my last SEO mini-audit on OttawaPlasticSurgery.com, some of you have commented saying how helpful it was. So I've decided to do another one.

But this time, I picked one at random.

Quick SEO Audit Selection Process

Here's how did it: I turned on my VPN and chose “United States” as my country of choice. The VPN will randomly route me to anywhere in the country. In a private browser, I Googled “plastic surgeon,” jumped straight to page three of the SERPs (search engine results pages), and picked the first one on the list.

This SEO mini-audit will be on Dr. Gunnar Thors from Midwest Plastic Surgery Specialists. Remember, this audit will be brief. My 360° SEO Audits go far beyond this. But it might give you some insights you can apply these to your website.

Quick SEO Audit of DrThors.com 7 | quick seo audit
Mini SEO audit on DrThors.com.

Initial Crawl and Overview

Using Screaming Frog SEO spider crawler, I crawled the site and found a few things. Here are some of my first-glance observations.

  • The site took a very long time to crawl. Usually, that's an indication that pages are taking a long time to load or there are many redirects.
  • The site contains 154 total internal pages.
    • 51 pages are redirects. Most are 302 (i.e., temporary redirects) and not 301 (i.e., permanent redirects). 302 redirects are fine when a site is in transition or it's for a limited time. But in this case, they are leading to permanent pages in what seems to be a new patient photo gallery.
    • There are eight 301 redirects. I would fix these and change the internal links to the proper URLs. There's one 404 page, which needs to be fixed.
    • Aside from the home page, there are remaining 103 pages:
      • There's a single author page, which is a typical WordPress “author” page. I would set this to “noindex,” although it's not essential. Also, the site's author is not Dr. Thors but a staff member, which reduces E-A-T signals (expertise, authoritativeness, and trustworthiness).
      • There are an “about us” page and various subpages. The parent page is a 301 redirect, which is likely from the navigation menu. (I'll come back to this.)
      • There's a blog section that contains only one blog post, “Welcome to our newly designed website,” dated 2017, and three empty category pages. Obviously, this is suboptimal.
      • There are various procedure pages divided into five sections or body parts, including breast, body, face, skin, and men.
      • There's a contact page set to “noindex” (i.e., it's blocking Google). Preventing a contact page from being indexed is not optimal. It might give a poor user experience signal or restricting important location-based information (such as for local SEO schema code).
      • And finally, there's a patient before-and-after photo gallery, which seems to have two major sections: the gallery page with links, and the photo section containing a number of individual pages.
  • The photo selector on the main gallery page (which is also linked from the navigation menu) appears to load dynamically. But it's poorly designed and the culprit behind the 302 redirects. It doesn't even work.
    • When I click on the left menu to choose a procedure I wish to see, nothing happens. Even in different browsers. This is not good.
    • Also, the problem with 302 temporary redirects is, if access to any of the gallery pages is from this page only, any “SEO juice” will not carry over to the new pages since Google may think they are temporary.
    • Plus, the gallery pages, which are dynamic, are canonicalized to the main page. So it's telling Google to only index the canonical URL, stopping Google from accessing the actual photo pages. It might be confusing or blocking Google from further access.
    • To make sure, I went to Google, typed in site:drthors.com, and it gave me 70 pages. Since the site has 103 crawlable pages, this means that 30 pages are not indexed by Google.
    • Before-and-after photos usually drive a tremendous amount of traffic for plastic surgeons, but the new gallery may not be getting the full SEO benefit. Some gallery pages are indexed. But Google may have failed to crawl all the remaining pages.
    • Finally, the site appears to be responsive but the patient photo gallery doesn't work on my mobile, either. This can lead to user frustration.

Very Thin Content

Overall, the site is simple. But it contains very thin content. The procedures have some content, but there are no blog posts or articles, and the photo gallery pages have no content at all, other than a title and short description.

As I normally suggest with case studies and before-and-after photos, I would add details about that case’s recovery time, some anonymous info about the patient (i.e., lifestyle, career, pregnancies, etc), or details to make the reader understand and identify themselves more with the case.

You can also tell that the site has been optimized by someone who used older SEO tactics, creating a few hard-to-read pages with keyword-stuffed headings and content. This outdated SEO technique is not a best practice.

Poor User Experience

The navigation menu is poorly designed. Most of the main links are dead and used for the purpose of opening up submenus. But the submenus don't open unless the main links are clicked on (rather than hovering over them).

The main logo at the top, which is clickable, is self-referring. So it only refreshes the page instead of going back the home page.

The site has no legal page, no terms-and-conditions page, and above all, no privacy policy. For a medical website dealing with possible HIPPA-compliant communications such as the use of online forms, these missing pages are vital and may also be why Google has not ranked this site well.

In other words, the site may appear to be a scam or at least not provide a good and safe enough user experience, which may explain why the search engines would rather avoid sending users to it.

Search Intent Mismatch

Finally, and this may be more of a personal preference, the various “body parts” pages have mixed content. For example, they have a combination of surgical and non-surgical procedures (e.g., facelift and Botox® on the face page, for example). This seems confusing to me.

I would separate those out to make it clear to the user, or perhaps organize and label the content, which would also help rankings. If someone searches for non-surgical injections and lands on a page with surgical procedures instead, the search intent is mismatched and the user will leave, confused.

Let’s take a look at what some SEO tools say.

SEO Analysis Tools

According to Ahrefs, the site is getting about 77 average monthly visits, which is considerably low. A decent plastic surgery site, even if not properly optimized, should be getting at least 300-500 visitors a month.

Traffic has been rather steady, and judging from when the site was redesigned (spring of 2017), it didn't do anything remarkable as traffic has in fact stayed the same, mildly increased, or even decreased.

Lack of “Good” Keywords

The keywords for which the site is ranking is very telling. First, there are 2-3 branded keywords (Dr. Thors and Midwest Plastic Surgery). But the rest (about 20 or so) are keywords related to a single page on the site that shows “thank you notes” (testimonials) from patients.

The majority of the rankings for “good” keywords (i.e., terms that have volume and are targeted) are only found on page five and higher (position 51+), such as “best plastic surgeon illinois,” “breast augmentation illinois,” “tummy tuck results near Chicago,” “botox injections for men,” etc.

This explains why these “good keywords” have brought zero traffic. They include 45 search terms for a variety of facial procedures (a mix of surgeries and non-surgical injections), 39 for breast-related procedures, 24 for skin (mostly non-surgical skincare), 9 for liposuction, and 14 for tummy tucks.

E-A-T Signals

E-A-T, which stands for expertise, authoritativeness, and trustworthiness, is the strongest ranking factor for medical websites. In this case, the doctor's “about” page has a strong bio with good credentials. But there's no indication that he wrote or approved the content on the site.

Also, his many credentials and certifications should have some external links to the licensing bodies, schools, or associations mentioned.

In my initial crawl at the beginning, there are only five external links, most of which are skincare lines. The lack of external links can often be a poor signal. It's always a good practice to link to external resources, citations, or websites that complement the site's content. It's also a good user experience signal, too.

To paraphrase John Donne, “No website is an island.”

Technical SEO

Since the site only has 154 total pages (150 according to SEM Rush, which I assume are 100 main pages and the photo gallery, and the rest are redirects), this means that almost every page on the entire site has issues. In fact, the software found three healthy pages only. Errors include:

  • 53 broken internal links
  • 36 duplicate title tags
  • 19 pages with duplicate content
  • 18 errors found in the sitemap
  • 7 pages blocked/inaccessible
  • 1 page not found (404 error)

Page Experience

Surprisingly, the site is not bad from a Google Lighthouse scan. The biggest snag being the page load speed. According to Google, it takes almost nine seconds to load on a mobile device. Simple caching and image optimization could cut page load time by about half.

Local SEO

According to BrightLocal, there are 13% correct local listings, 40% are found but incorrect, and 47% are missing altogether. This means that the NAP Profile (i.e., name, address, and phone) are all inconsistent. For example, “MidWest” or “Specs” (rather than “Midwest” or “Specialists”), and so on.

When it comes to local SEO, the most important thing is to be consistent. Your NAP profile must be the same across all local listings, citations, and business directories. Otherwise, it will diminish the strength of the signals by confusing search engines, let alone users.

Birdseye Competitive Scan

According to Ahrefs, the three biggest competitors are:

As you can see, traffic is 3-10 times higher than that of DrThors.com. Just a cursory look at each website, it's easy to why. For example, ChadTattiniMD.com has 600 crawlable pages, 100 of which are blog posts with good content. Similarly, the others have just as much content, too.

So it goes to reason that, to compete in his pace, Dr. Thors would benefit from a lot more content around relevant topics.

Conclusion

This is only a brief audit. It doesn’t include any competitive analysis, keyword research, backlink profiles, and so on. I typically include these in my 360° SEO Audit and 360° SEO Strategy programs for plastic surgery and cosmetic medicine. But this quick, high-level audit offers a good deal of information.

I believe this site has four major issues that need to be addressed if it has any chance at driving an acceptable level of traffic.

  1. The site definitely needs more content. Proper keyword research, a competitive gap analysis, and a SERP analysis will give many clues as to what kinds of content people are looking for.
  2. EAT signals are lackluster at best. The lack of privacy and security, and poor authoritative signals, indicate that the site is not as trustworthy as Google (and users) would like.
  3. The user experience needs to be addressed. Short of a complete redesign, the various UX elements such as the navigation menu, the photo gallery, and the various poorly accessible parts of the site should be fixed.
  4. Finally, conducting a proper sweep and correction of all local listings, and claiming all the citations possible in this local area, would vastly improve this site's presence. Otherwise, it's competing against some fairly large clinics in Chicago and clinics with far more visibility.

Hopefully, this was helpful. Please let me know if you would like to see more.