You understand the importance of being on the first page of Google when prospective patients search for a cosmetic surgeon in your area. To that end, you are involved in updating your content, including procedure pages, testimonials and others, using appropriate keywords to let Google searchers (and other search engines as well) find you. Did you know that link building also affects your Google rank? It does.
What is Link Building?
The goal of a search engine is to rank “same type” websites to provide the best possible results to online searchers. In other words, the search engines (in this case, Google) must decide which sites should rank higher in the list of results than others. Link building is similar to a human resources department that checks the references of potential employees. The more positive references a prospective employee has, the higher that potential employee will be ranked relative to others vying for the same job.
In a similar vein, a search engine evaluates both the quantity and quality of your incoming links. If your website is linked from an article at a respected site, perhaps the ASPS, AACS, or the department of health or NIH, for example, these would be considered highly respected links.
How to Create a Link Building Program
Here are some ideas to help you build your link program:
- Link to and from Respected Authorities
While it may be difficult—if not impossible—to get a link from certain websites, you can always ask. Linking to their site gives you an advantage in your request.
- Use Links that Are Related to Your Business
A link to your site from the local pizza place will not help you as much as linking from an entity related to your core business: beauty, cosmetic enhancements, treatment manufacturers, medical associations, etc.
- Don’t Overwhelm the System with Too Many Links
Adding two or three per month is adequate, as search engines track the volume of new links that point to your website. A large number of links that appear all at once might be noticed and possibly push you lower on the search engines.
- Pay Attention to Keywords
When you have an agreement from another website to link to your website, be sure to provide them with the right keyword phrase for that link. “Columbus Cosmetic Surgeon” is a better keyword phrase, for example, than “John Smith, MD” for obvious reasons. People are searching for a Columbus cosmetic surgeon but, since they do not already know your name, they aren’t searching for “John Smith, MD.”
- Vary Incoming Link Locations
Be sure that incoming links go to multiple pages on your website, not just on the home page.
- Think Twice about Buying Links from “Link Farms”!
We are known by the company we keep, right? This also applies to link building. Aim for links on website pages that also link to other high-quality sites. To accomplish this, you may have to do the work yourself. Likely you know dozens, perhaps hundreds, of those in a similar beauty business, i.e., not other cosmetic surgeons in your neighborhood or even your state.
- What About Link Directories?
A good link directory can be an excellent resource for you if it’s a reputable index or site. Obviously, you should have incoming links from the medical associations in which you have a membership. Be certain that you do!
The Bottom Line
We understand that you are often overwhelmed by the demands of marketing your practice! Don’t hesitate to call us at 800-272-8436 to find out what we can do for you!