“Be specific enough to be credible and universal enough to be relevant.” - Ann Handley

Remove Wrinkles: Search Engine Optimization (SEO)

The goal of your marketing campaigns is to be perceived as the best option in the eyes of your ideal customers.

Typically, people will assume that you are the best option if you consistently appear in their searches. If your website appears on Google Maps and they find articles, news, and videos indicating that you are the provider they are looking for.

Now, put yourself in your prospect's shoes. Imagine you want information about aesthetic treatments. Where would you start?

Most likely, you will do what 90% of people do and search on Google. You go to the search engine and type in the keywords "How to rejuvenate your face," and with that, you get a list of results with websites, videos, articles, and more.

You will probably also see sponsored ads at the top of the list, but we will talk about them later.

And that's where your journey begins, from searching for treatment options, provider alternatives, and deciding to schedule an appointment with one of them.

IF THIS PROVIDER THAT GENERATED TRUST IN YOU DOES A GOOD JOB OF TURNING YOU INTO A SATISFIED CUSTOMER, YOU WILL LIKELY CONTINUE TO VISIT THEM FOR A LONG TIME.

And it all started with a keyword search, so if only your site, your articles, videos, and treatments appeared in that search, your clinic or spa would do much better.

Statistics say that 73% of website visits start with a search, and 91% of internet searches do not go beyond the 1st page of results.

ELIMINATING WRINKLES: WEBSITE OPTIMIZATION FOR SEARCH ENGINES (SEO)

In other words, if your site does not appear on the 1st page of results, you are losing many customers against those clinics or spas that do appear.

When someone searches in your area for aesthetic treatments, Google includes the results that it considers most relevant, those that can best serve its customers.

And unless you make an effort for Google to know about the treatments you offer and the less information it finds about them on your site, the less your clinic or spa will be taken into account for the results.

That is why it is critical that your site is optimized for Google to know about all your treatments, that you include details, images, videos, and that you answer any questions that may arise regarding them.

And if you include links to related articles on your site that explain this and many other related treatments in more detail, Google will love you.

No one knows for sure the algorithm that Google uses to rank results, but we have a clear idea of what it likes: Fresh, real, and relevant information that accurately and deeply answers what the Google client is looking for.

Once Google finds that your site has that relevant information, it goes a step further, checking what other sites say about yours.

If other sites find that the information on your page is of quality, they will cite your page, articles, and videos in their own content. That is how you gain authority on the web.

And those two are the most important parameters for Google to position you in the top results of the search: Relevance and Authority.