Google recently released a new global algorithm update that is affecting websites within the aesthetic medical industry. Agencies and practices within the industry are reporting drops in search rankings since the update was released on August 1. Services like RankRanger report lower rank stability rates within “Health” industries, which directly impacts aesthetic medical and medspa websites.
Reach Beyond Marketing’s Google insider says that there is no easy fix for pages that may be experiencing less than optimal performance. He reiterates that, as always, we should remain focused on creating and updating superior content that creates a great user experience.
Google continually restates their E-A-T approach to creating content for websites—Expertise, Authoritativeness, Trustworthiness—and maintaining the highest possible search engine rankings.
Show your credentials, and always include them in your content and blog posts. If you’re a board-certified plastic surgeon, you shouldn’t be referred to as simply John Doe. Rather, you should be mentioned as Dr. John Doe, ABPS certified surgeon with 20+ years of experience. Create content that draws from your knowledge base and helps to further establish you as an expert in your field.
Sure, you can say that you’re an expert, but it means more when other people say it for you. Reviews help to establish you as a leading source for content, as do personal experiences that resonate with your visitors. Engagement on your website such as reviews will increase your rating in this category.
Everything about your website should make your visitors feel comfortable and should represent your brand. The content should be real and should match the experience of visiting your business. When visitors share or talk about your content, that’s a good indication that they believe in what you have to say and trust your perspective.
If your site is performing poorly and ranking low on Google, it’s essential that you focus on creating high-quality, shareable content for your clients and site visitors.
Let the aesthetic medical marketing experts at Reach Beyond Marketing support your search engine and content marketing goals! Contact us today to schedule a free consultation.