How to Do Local SEO for Plastic Surgeons in 5 Simple Steps

Local search engine optimization (Local SEO) is a valuable practice that has been known to guarantee success for plastic surgeons all over the world. SEO (Search engine optimization) allows you to gain potential patients’ attention without paying loads for paid advertising services. Not only does it improve your visibility in local search results, but it also ensures that potential customers can see you in local search results and the local map pack. With this, your plastic surgeon practice can increase its reach and attract more people in your area.

Having worked with local seo for over 10 years, I have assisted over 100 local businesses, ensuring that they rank top 3 on Google (Google Maps and organic local search results alike). This guide lists fool-proof techniques that are guaranteed to help plastic surgeons rank #1 in their areas.

Why Local SEO Is a Must for Plastic Surgeons

Local seo’s importance has increased, making it indispensable for plastic surgeons who wish to succeed in highly competitive markets. You need local seo because of the following reasons:

1. Significant Search Activity: Research has shown that around 93% of people start their online experiences with search engines, while 47% of them click on one of the top three links. (source: embarque.io)
2. Customer’s perception: Statistics from 2021 show that around 81% of consumers use Google to evaluate local businesses. This is an increase from 63% in 2020, indicating fast growth. Customers have a preference for organic results as well. (source: BrightLocal)
3. Organic search traffic dominance: It has been noted that the first organic result on search engines receives 10 times the click-through rate that the tenth position does. (source: Dagmar)

How Do Patients Search for Plastic Surgeons?

When potential patients are looking for plastic surgeons, they instantly start their journey on search engines. The most common local questions include:

• “Plastic surgeon near me” 
• “best [procedure] surgeon in [city]”.
• “Plastic surgery [city]”

These common search queries indicate that patients prefer accessibility, and local intent takes precedence. Plastic surgeons can benefit significantly by appearing first in local search rankings, while turning prospective patients into booked ones.

Does this mean that you should add “near me” as a form of SEO?

Not necessarily! You must acknowledge that Google interprets a “near me” search as per that specific user’s location. Hence, the results for a person in New York City will be different from someone in Missouri.

We will discuss keyword integration later on in this article, along with some techniques to rank high. Consider reading our ultimate guide on how to rank for Near Me Searches.

Why Is Local SEO Important for Plastic Surgeons?

1. Cost-Effective Marketing
   With local SEO, you avoid spending up to $40 per click on Google Ads for common keywords like “plastic surgeon NYC.” Organic search results can drive consistent traffic for free.
2. Competitive Advantage
   The industry for plastic surgery is highly competitive. Ranking at the top of local search results helps your practice stand out among other plastic surgeons and their respective practices.

What You’ll Learn in This Guide

In the rest of this guide, we’ll cover the essentials for your plastic surgeon SEO strategy:

• How to optimize your Google Business Profile for better local search rankings.
• Turning your plastic surgery practice’s website into a lead machine without needing external SEO services.
• Building local landing pages to target relevant local keywords.
• Using keyword research to dominate local search rankings.
• Earning high-quality local backlinks from local directories and websites.

Optimizing Your Google Business Profile (GBP)

Your Google Business Profile (GBP) is one of the most important tools in implementing local SEO for plastic surgeons. It helps your practice appear in the local pack, on Google Maps, and in local search results. If you don’t have a GBP set up yet, this guide can walk you through the process.

Key Optimizations for Your Google Business Profile

Ensure Accurate NAP Details

NAP stands for Name, Address, and Phone Number. These details must be consistent across all platforms, including your website and local directories. Add your business name exactly as it appears in your branding. Avoid abbreviations or variations.

Set Service Areas

Use GBP’s location settings to add all areas your plastic surgery practice serves. This helps you appear in searches like “plastic surgeon near me” even if your office isn’t in the searcher’s neighborhood.

First, you want to go and edit your Google Business Profile:

Then go to the Service Area section and include all areas you serve.

Add High-Quality Photos

Include professional pictures of your team, office, and any awards or certifications. Avoid low-resolution images, as they can make your plastic surgery practice appear unprofessional.

Leverage Google Posts

Regularly post updates, promotions, or blogs. For example, share tips on choosing the right plastic surgeon or highlight a recent treatment success.

Focus on Google Reviews

Encourage satisfied patients to leave positive reviews on your profile. These are crucial for both local rankings and building trust with potential patients.

Respond to all reviews—both positive and negative.

For negative reviews, stay professional. Take time to reflect before responding. Explain what went wrong and how you’re addressing the issue.

The Importance of Reviews

• Higher Rankings: Plastic surgery practices with more reviews tend to rank higher in the local pack.
• Trust Factor: Prospective patients are more likely to trust a practice with numerous detailed reviews.
  • Example: Where would you go—a plastic surgeon with one 5-star review or one with 500 reviews averaging 4.8 stars? 

How to Actively Get More Reviews

• Send follow-up emails or texts to happy patients asking for feedback.
• Read our guide on how to Get More Reviews for your plastic surgery practice.

We have a more in-depth guide on Google Business Profile Optimization. You should also check out when you want to take it to the next level!

Pro Tip: Your Google Business Profile is the foundation of your local SEO success. Treat it as you would your office—keep it professional, updated, and patient-friendly.

Next, we’ll discuss how to turn your website into a local SEO lead machine.

Your Website as a Local SEO Lead Machine

Your plastic surgery practice’s website is central to attracting and converting potential patients through local SEO strategies. A few simple adjustments can optimize your site for both local search rankings and higher conversions, turning visitors into new patients.

Key Features for Optimizing Your Website

Professional Design

• Your website should look clean, modern, and easy to navigate.
• Just like wearing a uniform at practice, your website should represent professionalism.

Clear Calls-to-Action (CTAs)

• Make it easy for visitors to take the next step, such as calling your practice or booking a consultation.
• Good CTA examples:
  • “Call Now: +123456”
  • “Schedule Free Consultation Today”
• Bad CTA examples:
  • “Explore Our Services” (too vague)
  • “Contact Us” (doesn’t guide the user to a specific action)

Trust-Building Elements

• Include patient reviews, testimonials, and certifications on your homepage and service pages.
• Embed positive reviews directly from your Google Business Profile near CTAs to increase credibility.
• Showcase awards or achievements, even if they are niche (e.g., “Top-Rated Plastic Surgeon in [Suburb]”).

Showcase Local Relevance

• Add real photos of your team, office, and community events to build trust with local searchers.
• Use a Google Maps widget to display your business location, making it easier for users to find you and boosting local intent signals to Google.

Basic Website SEO Principles

Headings (H1, H2, H3)

• H1: The most important heading, used once per page. It should include a main local keyword, like “Top Plastic surgeon in [City].”
• H2: Subheadings for sections, such as “Our plastic surgery Services” or “Patient Testimonials.”
• H3: Detailed subheadings, like “affordable plastic surgery” within an “Our Services” section.

Meta Titles and Descriptions

• Include relevant local keywords in your meta titles and descriptions.
• Example of a strong meta title: “Leading plastic surgeon in [City]—Call Today.”
• Avoid generic titles like “Welcome to Our Website.”

Trust Signals That Convert Visitors

• Patient Reviews Section: Dedicate a section to highlight feedback from past patients.
• Case Studies: Share anonymous success stories to demonstrate your expertise.
• Certifications and Badges: Display affiliations with plastic surgery organizations, such as the American Society of Plastic Surgeons.

Pro Tip: Place positive reviews next to your primary CTA, such as a ‘Call Now’ button, to boost trust and drive conversions.

Building Location and Service-Specific Pages

Creating location-specific and service-specific pages on your website is one of the most effective local SEO strategies for plastic surgery practices. These pages help your practice appear in local search results when users search for terms like “plastic surgeons near me” or “Cosmetic plastic surgery in [City].”

Why Dedicated Pages Matter

1. Target Local Searches
   • Google relies on pages tailored to specific local keywords to show relevant results for local searchers.
   • Example: A user in Downtown Houston searching for “affordable plastic surgeon near me” is more likely to find your practice if you have a page titled “affordable plastic surgeon in Downtown Houston.”
2. Boost Your Local Rankings
   • Dedicated pages increase your relevance for both local intent searches and specific plastic surgery services.
   • Highlighting neighborhoods, cities, or even suburbs shows Google your practice is deeply connected to the local community.
3. Capture Niche Search Queries
   • Example: “cosmetic plastic surgery practice in [Suburb].” By creating pages for multiple areas, you cover a wide range of local search rankings and attract more new patients.

How to Structure These Pages

1. Include Local Keywords
   • Use specific phrases like “best plastic surgeon in [Neighborhood]” in the title, headings, and meta description.
2. Highlight Your Services
   • Provide details on what you offer, such as affordable care, cosmetic procedures, or reconstructive plastic surgery.
   • Mention how your services address common issues in that area (e.g., “We understand the unique needs of patients in [City] requiring reconstructive surgery.”).
3. Use Local Reviews and Case Studies
   • Showcase patient reviews from past cases in the same area. If reviews are too general, ask patients for permission to highlight specifics (e.g., “[plastic surgery Practice Name] helped me with my case in [City].”).
4. Add Visual Elements
   • Embed a Google Maps widget showing your office location or the area served. (Check out our article on how to embed a Google Map on your website.)
   • Use real images of your team or office.
5. Implement Schema Markup
   • Schema is a technical SEO tool that tells search engines more about your practice’s location, services, and reviews. Learn more about local business schema here.
   • An example schema markup for a plastic surgery practice in Manhattan could look like this:

{
  "@context": "https://schema.org",
  "@type": "PlasticSurgery",
  "name": "Dr. Jane Smith",
  "url": "https://drjanesmith.com",
  "image": "https://cdn.example.com/photos/jane-smith.jpg",
  "description": "Board-certified plastic surgeon specializing in rhinoplasty and facial rejuvenation.",
  "medicalSpecialty": "PlasticSurgery",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Beverly Hills Blvd",
    "addressLocality": "Los Angeles",
    "addressRegion": "CA",
    "postalCode": "90210",
    "addressCountry": "US"
  },
  "telephone": "+1-555-123-4567",

}

The ROI of Location-Specific Pages

• Practices that create local landing pages often rank in the top 5 for hundreds of keywords, driving consistent traffic without paying for ads.
• Generally, the CPC of “plastic surgery NYC” will range between $10 and $50 (even higher). A location page ranking organically saves you thousands in advertising costs.

Pro Tip: Start by identifying the most important services and locations for your practice. You don’t need a new design for each page—just customize the content to reflect the area or service. If you’re on WordPress, read our article on How to Bulk Create Pages in WordPress to learn how to easily create all the location and service pages for free in just minutes.

If you are a plastic surgery practice with multiple locations, you might want to check out our article on How to Do Local SEO for Multiple Locations.

Local Keyword Research for Plastic Surgeons

Finding the right local keywords is critical for boosting your local SEO rankings and making sure your practice appears in local search results. The good news? Keyword research for plastic surgery practices is straightforward and uncovers valuable opportunities to target local searchers effectively.

Why Keyword Research Matters

1. Understand What People Are Searching For
   Potential patients often search for specific needs, like “Plastic surgeon in [City]” or “best plastic surgeon near me.” If your website isn’t optimized for these terms, those patients could choose a competitor instead.
   • Remember: “Near me” is not a term you should include on your website. Google automatically “translates” a “Near me” search into the location of the user that is doing the search.
2. Target High-Value Queries
   Focus on terms with local intent, like “Top plastic surgeon [City]” or “Affordable plastic surgeon near me,” which attract people ready to seek plastic surgeries.
3. Expand Into Problem-Specific Keywords
   Many plastic surgery practices search for solutions to problems they’re facing. Instead of targeting only broad terms like “plastic surgery [City],” create content for detailed searches like:
   • “Cosmetic surgery procedure overview.”
   • “Rhytidectomy benefits in [State].”
   • “Affordable reconstructive surgery in [City].”

Covering these topics shows you understand your patients’ challenges and positions your practice as the solution.

How to Identify Local Keywords

Google Autocomplete

Start typing “plastic surgeon in [City]” or “[City] plastic surgery” into Google. The autocomplete suggestions are based on real searches, providing valuable insights into what people are looking for.

Examples:

• “Plastic surgery [City]”
• “Reconstructive surgery specialist [City]”
• “Affordable plastic surgeon near me.

Google Keyword Planner

This free tool from Google provides search volume and competition data for various terms. You will need a Google Ads account for this. Then go to Tools > Planning > Keyword Planner.

Here you can then enter your area you serve and type in some broad keywords like your main plastic surgery services.

And after typing in some keywords, you will get a list of keyword ideas which you can scroll through and filter as you like.

• Focus on queries with clear local intent, like “cosmetic plastic surgery specialist in [City].”
• Use filters to find related searches tied to specific plastic surgery treatments or problems.

Learn more about this in our article How to Do Basic Keyword Research.

Ahrefs or SEMrush

Advanced tools offer deep insights into keyword competition, search volume, and long-tail opportunities.

• Use these tools to uncover terms like:
  • “Top-rated plastic surgeons near [Neighborhood].”
  • “Cosmetic implants cost in [City].”
  • “Multilingual plastic surgeon [City].”

Multilingual Keywords

If you serve patients from diverse backgrounds, target keywords in their native languages. For example:

• Spanish-language queries for plastic surgeon services:
  • “procedimiento de implante cosmético [City].”
  • “cirujano plástico asequible [City].”

Pro Tip: Expand your keyword strategy by focusing on plastic surgery challenges your patients might search for. Covering topics like ‘breast implants procedure overview’ or creating content in Spanish can help you stand out and connect with a wider audience.”

Examples of High-Value Keywords for Plastic Surgeons

• “Plastic surgery near me”
• “Cosmetic surgery clinic in [city]
• “Best [procedure] surgeon in [city]
• “Best plastic surgeon near me”
• “Plastic surgeon in [city]

Tips for Using Local Keywords

1. Include Keywords in Key Locations
   Naturally integrate keywords into:
   • Titles and meta descriptions.Headings and subheadings.The first 100 words of your content.

Example: “Expert cosmetic plastic surgery in [City]”

2. Optimize Location and Service Pages
   Create dedicated pages for each service and area you serve, targeting local search queries like “best plastic surgeons in [Neighborhood].” (So if you offer four plastic surgery services in three areas, you would want to have 12 pages to target these.)
3. Avoid Keyword Stuffing
   Overloading your pages with keywords can hurt rankings. Instead, use natural language to provide useful, well-written content.
4. Write Problem-Specific Content
   Address common plastic surgery challenges that your target patients face. Examples:
   • “Steps to affordable plastic surgery options.”
   • “How to choose the right plastic surgeon in [State].”
   • Multilingual guides for patients who speak Spanish, Mandarin, or other languages common in your area.

Pro Tip: Simply listing your plastic surgery services alongside the areas you serve is a great way to start. For example, ‘Plastic surgeon serving [City], [Suburb], and [Neighborhood].’

Earning Local Backlinks and Citations

Building local backlinks and managing local citations are critical steps in improving local SEO rankings for a plastic surgeon. Backlinks act as endorsements from other websites, signaling to search engines that your plastic surgery practice is trustworthy and relevant. Local citations—mentions of your practice’s business name, address, and phone number (NAP)—reinforce your presence in your community and improve your local search rankings.

What Are Backlinks, and Why Do They Matter?

A backlink is a link from one website to another. Think of it as a referral: when reputable websites link to your plastic surgery practice’s website, they tell Google that your site provides valuable information.

Key Benefits of Backlinks:

• Higher Rankings: Backlinks are one of Google’s top local search ranking factors.
• Increased Traffic: Links from local directories or news outlets can also drive potential patients directly to your site.
• Enhanced Authority: A link from a credible source, like a plastic surgery directory or local media coverage, boosts your practice’s credibility.

Earning Local Backlinks

1. Partner with Local Directories
   • Submit your practice’s details to reputable online directories like the Chamber of Commerce, Yelp, or plastic surgery-specific platforms like the American Society of Plastic Surgeons (ASPS) and the Plastic Surgery Foundation (PSF)
   • Ensure your NAP information is consistent across all listings.
2. Collaborate with Local Media
   • Offer to write articles or provide expert quotes on plastic surgery topics for local newspapers or community blogs.
   • Example: Write an article on “Understanding the benefits of plastic surgery [City]” or provide insights into a high-profile treatment option.
3. Sponsor Local Events
   • Support health fairs, awareness workshops, or school events in your area. Request a backlink from the event’s website to your homepage or a specific service page.
4. Write Guest Blogs
   • Contribute content to other local websites, like health blogs or industry-specific publications. Make sure your byline includes a link to your plastic surgery practice’s website.

Managing Local Citations

A local citation is any mention of your practice’s NAP information online. These mentions don’t always need to include a backlink, but they still help improve your local search rankings.

Best Practices for Local Citations:

• Claim Listings: Ensure your practice is listed on major platforms like Google Business Profile, Yelp, and Local plastic surgeon Networks.
• NAP Consistency: Double-check that your NAP details are identical across all citations. Even small inconsistencies can confuse search engines.
• Update Regularly: If you change your address or phone number, update all listings immediately.

Why Local Backlinks and Citations Are Worth the Effort

• Local backlinks show Google that your practice is part of the local community, improving your visibility in the local map pack and organic search results.
• Accurate local business listings make it easier for local searches to find your plastic surgery practice when they need care.

Pro Tip: When contributing to local media or directories, ask for links to specific pages, like ‘Breast Implants Specialist in [City]’ or ‘cosmetic plastic surgeon in [Neighborhood].’ This improves the value of the backlink for your SEO.

Monitoring and Improving Your Local SEO Efforts

After setting up your local SEO campaign, monitoring your performance is essential to ensure your strategies are working. Regularly analyzing your local search rankings, traffic, and patient interactions allows you to adjust your approach and maximize results.

Tools to Track Local SEO Performance

1. Google Analytics
   • Tracks website traffic, showing how many visitors come from local search results.
   • Check which pages drive the most engagement and whether visitors take desired actions, like booking an appointment.
2. Google Search Console
   • Provides insights into your local search rankings and the keywords driving traffic to your site.
   • Look for queries with local intent, like “cheap plastic surgeons near me”, and create or optimize pages for those terms.
3. Google Business Profile Insights
   • View how often your Google Business Profile appears in searches and how users interact with it (e.g., clicks to call, direction requests).
4. BrightLocal
   • A paid tool that tracks local rankings, analyzes reviews, and helps manage citations.

How to Analyze and Improve Your SEO Strategy

1. Check for New Local Search Queries
   • Use Google Search Console to find new keywords that users are searching for.
   • Example: If “plastic surgeons in [Neighborhood]” appears as a query, but you don’t have a page for it, create one.
2. Evaluate GBP Performance
   • Are users interacting with your profile? If not, consider adding more photos, regular posts, or updating service areas.
3. Review Website Analytics
   • Track bounce rates and conversion rates on key pages. High bounce rates might indicate that the content isn’t engaging or relevant to users.
4. Adjust Based on Trends
   • If a particular service becomes more popular, optimize your website and local landing pages for those queries.

Tips for Ongoing Success

• Set a Review Schedule: Regularly audit your GBP and website for outdated information or opportunities for improvement.
• Add New Content: Create blog posts or service pages targeting emerging plastic surgery topics or local search trends.
• Experiment: Test different CTAs, headlines, or images on your website to improve conversion rates.

Pro Tip: Make it a habit to check your Google Business Profile insights monthly. Look at the search terms driving interactions and adjust your local SEO strategies to match.

Conclusion: How to Do Local SEO for Plastic Surgeons

There is no doubt that local SEO campaigns are the best way to attract potential patients and turn prospective clients into paying ones. You can follow our fool-proof techniques and use this article as a guide to your local SEO success. These steps will not only elevate your local search rankings but also increase traffic and get you more patients.

Building a strong local SEO campaign for your plastic surgery practice is one of the most effective ways to attract potential patients while saving on expensive paid advertising. By following the steps outlined in this guide, you’ll improve your local search rankings, drive more traffic, and ultimately secure more patients without breaking the bank.

Key Steps for Local SEO Success

1. Optimize Your Google Business Profile (GBP):
   • Complete your NAP details.
   • Add service areas, high-quality photos, and regular posts.
   • Gather and respond to positive reviews to boost both rankings and trust.
2. Turn Your Website Into a Lead Machine:
   • Ensure a professional design with clear CTAs.
   • Embed Google reviews and add trust-building elements.
   • Use targeted local keywords in your headings, meta tags, and content.
3. Build Location and Service-Specific Pages:
   • Create unique pages for each area and plastic surgery treatment you offer.
   • Incorporate local search queries and patient reviews to enhance relevance and trust.
4. Conduct Keyword Research:
   • Use tools like Google Keyword Planner and Ahrefs to find high-value local keywords.
   • Focus on phrases with clear local intent, like “affordable plastic surgeon in [City].”
5. Earn Local Backlinks and Citations:
   • Partner with local directories and media outlets.
   • Ensure your business information is consistent across all platforms.
6. Monitor and Adjust Your Efforts:
   • Use tools like Google Analytics and BrightLocal to track your performance.
   • Regularly refine your strategies based on trends and data insights.

Prioritize Your Actions

If you’re unsure where to start, here’s a quick prioritization list:

• Don’t have a GBP profile? Create one immediately.
• Have a GBP but few reviews? Focus on getting more Google reviews.
• Good GBP, but an unoptimized website? Update headings, CTAs, and embed your reviews.
• Optimized website but limited pages? Build local landing pages for each service and location.
• Have everything in place? Start earning backlinks and monitoring results.

Small, consistent efforts in local SEO will lead to long-term gains. Once your foundation is in place, your practice will benefit from ongoing traffic and organic search results without additional costs.