LASIK surgery is hugely popular and the LASIK industry is a rapidly growing market — but demand doesn’t automatically mean potential patients know how to find you. The best way to get ahead of competitors and reach as many prospective patients as possible is to fine-tune your marketing efforts. In this article, you’ll discover the top five digital marketing strategies for LASIK eye surgery in 2021.
1. Laser Eye Surgery Search Engine Optimization
Let’s face it, pretty much every bit of research most people do these days takes place via Google search and other search engines. This is a great thing for LASIK marketing because of the way search engine algorithms are programmed. You can tweak elements of your website’s code, design and content so your site appears higher up on search engine results pages when internet users type in specific search terms.
Why Is SEO So Effective?
SEO is a unique form of advertising because it presents your LASIK surgery as a solution when a web user is looking to solve their problem. Provided your website is optimized for lead generation and conversion, you can generate a lot of income over the long term using SEO strategies.
There are some pretty nifty ways of modifying your website so it shows up on the front page of search results, which is why SEO is one of the top LASIK marketing strategies in 2021. Here are a few of the ways you should be adapting your site for SEO.
You’ll need some technical expertise to give your site the best chance of performing well in search engine results. Making your website easier to crawl, faster and more readable for search engine algorithms is vital for a LASIK practice in today’s competitive marketplace. Here are some of the most effective technical SEO LASIK marketing strategies:
- Site speed optimization
- Internal linking structure
- Altering the robots.txt file
- URL redirects
- Removing duplicate content
- HTTPS and SSL
- Structured data
- XML sitemap
One of the most important tasks when it comes to search engine optimization is making sure each landing page contains optimized content that’s relevant to every location you operate from. The idea of this is to capture all local search terms, such as “LASIK surgeon in California,” “LASIK practice in Los Angeles” or “LASIK eye surgery in Hollywood.”
The idea is to create landing pages for your state and city, and you can even go into specific neighborhoods. Of course, each landing page should be optimized for the people reading the website, but it should also be fine-tuned for search engine algorithms.
Local Search Engine Optimization
Local SEO isn’t just about including keywords in your landing pages. There are a complex range of online marketing efforts that can help make your website show up higher in searches from internet users with local intent.
The first step is optimizing your Google Business Profile profile, which is usually the first impression prospective patients have of your business. Your GMB listing plays a major role in how highly you rank in the search results and gives vital information to potential clients. The quality of the platforms you’re listed on, accuracy of data, geotagging, reviews and quantity of citations all play a role in the quality of your local SEO efforts.
2. LASIK Surgery Mobile Site Optimization
These days, the majority of prospective patients are likely to search for LASIK ads using a mobile device. If your website only looks its best on a desktop device, there’s a good chance you’re missing out on a ton of leads. Mobile optimization involves making sure no content is hidden on a mobile device, assets aren’t displaced and the site doesn’t produce errors.
What’s more, Google counts the mobile version of your site as the main version, because it’s the type most people are using. If something isn’t right with the mobile version of your site, it could have a serious impact on your desktop site’s rank.
3. Paid Advertising for LASIK Eye Surgery
Pay-per-click, Google AdWords or paid search advertising is one of the fastest and most effective LASIK marketing strategies, provided you understand how to write and structure paid search ads. Paid search ads can be expensive to maintain, but they generate instant results and guarantee you a slot on search engines’ front pages.
4. Content Marketing for LASIK Practitioners
Content marketing is another highly effective tool you can use to attract LASIK patients. While a weekly blog is a key component of your website’s SEO strategy, you can generate more leads by amping up your content strategy. YouTube tutorials, contributions to local and online magazines and guest blogging are just a few ways to get your LASIK business’s name out into the world and establish yourself as an authority in your field.
5. LASIK Reputation Management
Social media and review sites are the driving force of your online presence and reputation, so managing them is essential in today’s digitally led marketplace. It’s easy for internet users to find negative reviews, and they can have a serious impact as a result of a phenomenon called social proof. Simply put, people trust their peers, particularly when patterns start to emerge.
By actively managing reviews and responding to people on social media, you’ll resolve more problems and generate more positive reviews.
Want More Patients Booking With Your LASIK Practice?
Lead to Conversion™ is a digital marketing agency that can help LASIK practices boost their online presence and reach more new patients. Get in touch today and we’ll help you generate a steady stream of high-quality leads, with a perfectly optimized website, social media marketing and ad copy for paid search ads that convert.