The DoctorLogic Blog

Logical conversations with Google = Better Returns

by Chris Desrochers on October 17, 2016

Back in the early days of SEO, the way we searched for information online was vastly different than today. Fragmented search phrases, such as “best dentist in Plano” consisted of widely used, overly competitive terms, and because of this, websites were set up in a way to cater to this approach, including how the content was written and optimized. Today, a phrase like that would never really fly or garner the results a consumer would hope to get. Why?

Semantics.

You see, Google and other search engines have become extremely intelligent in trying to decipher what it is you are trying to search for. While it is complicated to explain from an algorithmic standpoint, topical optimization has changed the way Google responds to a consumer’s search. Today, SEO is more conversational and interactive, and it is now common to combine words and phrases, similar to having a small conversation with Google.

The DoctorLogic Before and After Gallery Tool was built with this ‘topical optimization’ in mind. Let’s say, for example, you are a 33-year old woman who has had two children and you are in the market for a tummy tuck. You workout, you eat right, but you just can’t attain the flat stomach you had prior to kids. You have loose skin, stretch marks and some sagging skin, and thus you are seriously considering plastic surgery. Searching for “best plastic surgeon Plano” may or may not help you. Considering the fact that the specific terminology used is so competitive, broad, and widely searched, the chances of you finding what you are really hoping to find is slim.

Now, if you change your search to something along the lines of “Post pregnancy loose skin on stomach, tummy tuck surgeon Plano” you may yield a more effective return. By asking Google to show you someone who has had children, has loose skin, and who has had a tummy tuck, is going to strike a chord with you. The chances are higher that a more meaningful, relevant search result will provide you what you are hoping to see. Here is another example of topical optimization using tiers of keywords to help yield a better return. Remember, they don’t have to be full sentences. Google is pretty smart and will figure it out:

  • Tummy Tuck
  • Tummy Tuck Surgery
  • Tummy Tuck Surgery Plano
  • Tummy Tuck Surgery in Plano, Sagging Skin
  • Tummy Tuck Surgery in Plano, TX for Post Pregnancy Sagging Skin
  • Tummy Tuck Surgery in Plano, TX for Post Pregnancy Sagging Skin, 33 Year Old Female

Words and Relationships.

What makes the DoctorLogic Gallery Tool so robust and powerful is that each gallery page allows for countless options for tagging and adding keywords based on the case study at hand. So for the above search result the following words could be relevant:

  • Tummy Tuck
  • Plano, TX
  • Sagging Skin
  • 33-Year Old Female

The DoctorLogic Gallery Tool allows you to incorporate these very important tags and keywords about the patient, his or her condition, as well as the procedure performed. By using descriptive wording, phrases, tags, descriptions, and content Google can take a long search phrase and cut through the competitive landscape to find someone like you. This is because the search engine is avoiding the overwhelmingly overused large search terms and digging deeper to find you a relevant return.

Overrated Phrases.

While many doctors want to be #1 in their market for their specific specialty, they quickly realize the competitive landscape is tough. Ranking for those coveted terms can sometimes be impossible. In fact, organic results typically end up lower past the expensive ad campaigns for these coveted terms. Instead, the concept of semantics and topical optimization becomes more lucrative. In addition:

  • Main keyword searches with outrageous competition and extremely high search volume will most likely rarely yield high-value results in organic search. Even with quality information and rich insight, the results are unlikely to be accurately relevant.
  • In contrast, organic search with long-tail keywords, often produce highly relevant results. This is because someone is searching for a very specific thing, which often incorporates more key phrases that can translate into a higher conversion. This puts you at the top of organic search and allows you to come out ahead over your competition.

Here is an example of what I’m talking about. As you can see from this example, Google will find it pretty easy to provide someone looking for this specific information with a relevant return.

Gallery Example

Tagging your galleries can create highly targeted and relevant long-tail keywords, which produce better result. See how Dr. Yaker does this here.

Content Still Rules.

Unfortunately, many people in the industry tend to fill their web pages with spammy articles that are stuffed with keywords, creating awkward paragraphs that are difficult to use. This ‘old school’ way of SEO adds no value to the consumer looking for pertinent information. Our gallery tool wins by publishing relevant patient galleries that naturally contain these words without additional effort. Instead, they are HIGHLY RELEVANT. We further mix and match these through our data-driven GalleryList pages that create summarized views that are also valuable to consumers.

You’re a doctor, not a writer, we get it! After you have created your gallery page, and exhausted every keyword you can think of to describe your patient case study, content allows you to tell the story. While content creation may be hard for some people, it is actually very easy once you have a photo to describe, and relatable keywords to focus on. This is what Google loves and why having a short conversation with the search engine could really garner the right results.