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BTL MARKETING GUIDE

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HOW TO MARKET AND SELL BTL TREATMENTS: EMSCULPT NEO, EMFACE, EMSELLA, EMTONE, AND MORE.

What is the best way to market BTL treatments? This is a question that many providers ask us. We have worked with providers who own BTL devices, and we have seen first-hand how competitive the field can be. When there are so many other practices offering similar treatments and services, you need every advantage you can get. And that’s where we come in. We help providers run marketing campaigns that outperform their competitors in competitive markets. This comprehensive guide covers the proven strategies behind Emsculpt marketing and selling BTL treatments. Stand out from the crowd and attract more patients!

TABLE OF CONTENTS

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INTRODUCTION:

The Aesthetics industry is exploding. The global market size for aesthetic treatments was valued at USD 63.5 billion in 2021. And the market is projected only to go up. The latest research forecasts a 9.6% compound annual growth rate (CAGR) from 2022 to 2030. By 2030, the market value will more than double to USD 145.7 billion.

Non-invasive body contouring treatments are a major contributor to this market’s growing success. According to data published by the Aesthetic Society, non-invasive body contouring ranked among the top 5 non-invasive procedures performed in the US.

GROWTH IN DEMAND LEADS TO GROWTH IN SUPPLY

With soaring demand for aesthetic treatments, more and more providers are expanding their business to tap into this booming industry. This makes aesthetics an extremely competitive industry. 

To be successful in this saturated market, it is essential to have strong marketing and lead nurturing strategy. 

This guide covers the essentials for selling more Emsculpt, Emsculpt NEO, EMface, Emsella, Emtone, and Cellutone treatments. We’ll cover all the factors of digital marketing that help providers, big or small, establish their brand, sell more treatments, and expand their business. 

EMSCULPT AND EMSCULPT NEO

Emsculpt is a non-invasive body contouring treatment manufactured by BTL Industries, INC. The company is a pioneer in the aesthetics industry, developing a line of utilizing BTL’s proprietary HIFEM technology. High-Intensity Focused Electromagnetic (HIFEM) energy rejuvenates and strengthens muscle tissue by inducing supramaximal contractions. 

HIFEM technology with the EMSCULPT machine can build, strengthen, and tone muscle groups in the abdomen, buttocks, legs, and arms. In comparison, HIFEM energy in the Emsella machine (another device by BTL) can target the pelvic floor tissue to improve incontinence. 

Emsculpt was the first FDA-cleared device for the strengthening of muscles. But BTL took the popular body-contouring treatment and made it better by adding Radio Frequency to work in tandem with HIFEM energy. The introduction of RF energy allows EMSCULPT NEO to reduce fat while simultaneously building muscle. 

This dual technology makes Emsculpt Neo the most comprehensive body contouring treatment on the market.

EMFACE

EMface is the leading non-surgical facelift. It relies on RF technology and HIFES to diminish wrinkles, trigger collagen production, and tone the face. There are no toxins and fillers, needles, or downtime involved. EMface can treat all face areas, including the eyes and brows, forehead, neck, and jawline.

EMSELLA

Emsella, also known as the ‘Kegel throne,’ is a non-invasive treatment that provides relief for people suffering from urinary incontinence. The device is an FDA-cleared ergonomic chair that uses HIFEM to penetrate the pelvic floor. It stimulates muscle contractions in the area while increasing vaginal laxity. In addition, it heals damaged tissues that support the pelvic region.

In just one 30-minute procedure, patients go through more than 11,000 supramaximal contractions! That is equivalent to 11,000 Kegels. Since it is a non-surgical procedure, there is no recovery time.

EMTONE

BTL’s Emtone is a revolutionary beauty treatment that targets and eliminates cellulite. The device works to smooth areas of the body that are prone to dimpled skin. This treatment combines two advanced technologies to tackle cellulite: radiofrequency (RF) energy and acoustic energy. Two energies penetrate the deepest layer of the dermis to uncover a rejuvenated appearance. Acoustic vibrations and thermal heating trigger the body’s therapeutic response.

Emtone works to encourage the production of elastin and collagen, which is essential for a healthy, youthful complexion. It also boosts circulation so that the body can eliminate metabolic waste build-up. The result is smoother, more radiant skin.

CELLUTONE

Cellutone is a non-invasive treatment that reduces cellulite and improves skin texture. The procedure relies on vibration to reveal tighter, younger-looking skin. Patients use this on their thighs, legs, arms, and buttocks. This beauty treatment is a fantastic option for those who want to improve their skin’s appearance without undergoing surgery.

The treatment method is simple. A technician places the device on the skin. From there, the vibration helps the body’s lymphatic system break down fatty deposits from within. This process encourages blood flow to the treatment site and in turn, reduces cellulite and smooths out the skin.

WEBSITE DESIGN AND DEVELOPMENT

Your website is a vital touchpoint between you and your customers in today’s digital world.
A good website accomplishes three main objectives:

It provides a great user experience for its visitors

It establishes trust and consumer confidence

It makes it easy for the visitor to contact the business

IT'S ALL ABOUT USER EXPERIENCE (UX)

Optimized websites need a beautiful design and functional development. Focus the website’s design and functionality on the user’s experience. A good website exceeds the user’s expectation for useful Information, flawless functionality, and ease of use. Websites that achieve this:

  • develop credibility

  • distinguish themselves from competitors

  • Invite users to contact your business or perform another desired call to action.

WEBSITE DEVELOPMENT AND DESIGN

“Website design and development” describes the process of making a website. “Design” refers to how the website looks and ease of use, and “Development” refers to how the website functions.

The Benefits of Good Website Design + Development

  • Increases online visibility

  • Attracts more customers

  • Distinguishes your brand

  • Engages and educates visitors

  • Provides value to the user

  • Generates free traffic with SEO

  • Increases contacts and conversions

DEVELOPMENT

If “design” is the beauty of your site, “development” is the brain. Professional website development is crucial for many reasons:

  • Professional website development makes it easy for search algorithms to discover your website.
  • Professional website development enables the user with flawless functionality.
  • Professional website development is responsive across all devices. It is intuitive and engaging.
  • Most importantly, Professional website development is user-friendly. It makes it as easy for visitors to contact you.

DESIGN

Once someone lands on your page, you have seconds to capture their interest. An eye-catching design and engaging layout should prioritize user experience above all else. The style and format should capture the attention of your online visitor. It should compel them to reach out to your business.

  • Page Loading Speed

The first five seconds of page-load time have the highest impact on conversion rates. Data shows that a website’s conversion rate drops by 4.42% (on average) with each additional second of load time.

Google has used page loading time as a ranking factor since 2010. A good loading time is anything under 2 seconds. Slow web pages lose potential customers and negatively impact your google ranking.

How does your site loading time compare with other websites?

  • if your site loads in 5 seconds, it is faster than approximately 25% of the web
  • if your site loads in 2.9 seconds, it is faster than approximately 50% of the web
  • if your site loads in 1.7 seconds, it is faster than approximately 75% of the web
  • if your site loads in 0.8 seconds, it is faster than approximately 94% of the web

Check your page load speed here: https://pagespeed.web.dev/

  • Responsive Web Design

Responsive web design means your site looks and performs well on any computer, tablet, or phone device.

In 2020, 68.1% of all website visits occurred on a mobile device. Mobile users will leave websites not optimized for their devices. Furthermore, Google rewards websites with responsive web design and penalizes websites that don’t.

WEBSITE ASSETS

When marketing and selling BTL treatments, it can be tempting to focus all your efforts on the offering itself. But your website is just as much a part of your marketing efforts as your products are. That being said, your website must be designed to help consumers learn about you and to capture their contact information. This way, you can easily follow up with leads with the intent of turning them into customers.

Each BTL treatment provider’s website should include the fundamentals:

Landing Page: Show what you offer, a call-to-action above the fold, and a phone number where consumers can reach you.

Social Proof: Customers want to know that others have a good experience with you before investing money and trust. Testimonials and reviews help reassure them that they are making a good choice by choosing you.

Pop-up Window: Capture contact information from visitors before they move on with the rest of their browsing session. This prevents distractions and can drive up your conversion rate.

Lead Capture Forms: Make it a breeze for website visitors to get in touch with a user-friendly form that they can fill out with their personal information. Place lead capture forms above the fold.

Incentives: Give people a sense of urgency to become a customer by providing an exclusive deal. An enticing offer like $200 off your first Emsculpt session may be all it takes to convert someone “on the fence” into a patient.

Before and After Pictures: Online reviews and client testimonials tell people that BTL treatments work. But there is nothing better than seeing those transformations. When people are able to visualize the results they can get, they are more likely to feel they need the service, too. We suggest including at least two clear before and after pictures of patients that received the treatment at your practice.

Informative Content: Every website needs SEO-friendly content. It establishes trust, attracts organic traffic, and provides additional value to your audience. For example, if you sell Emsella treatments, you could have informative blog articles covering topics like “How Long Do Emsella Results Last?” or “Does an Emsella Chair Really Work?” When crafting these articles, be sure to incorporate relevant keywords like “Emsella Near Me” and “Emsella Benefits.”

SOCIAL PROOF

Social proof is a powerful tool when it comes to building credibility and trust. It is a psychological phenomenon in which people are more likely to do something if they see that other people are doing it. Social proof is crucial if you are trying to convince someone that something is worth their time and money – like a BTL treatment.

Think about it: If someone sees a lot of people getting Emtone or Emsculpt NEO at your facility, that person is more likely to keep you in mind for those services when they need them. This leads us to our next point – positive reviews and testimonials.

Establishing authority and trustworthiness online is essential, especially when competing in a saturated market. A great way to accomplish this is by posting client testimonials and online reviews on your website.

Online reviews and client testimonials are a primary resource for consumers when choosing where to shop locally. 

Almost 9 in 10 consumers consider an online review as important as a personal recommendation. In addition, 93% of consumers say that online reviews influence their purchase decisions. 

  • TIP: Ask happy clients to leave you reviews. Ask your best clients for a testimonial and publish the testimonial on your website. 

POP UP (LEAD CAPTURE TECHNOLOGY)

A strategically placed “pop-up” window can significantly increase your conversions. After integrating pop-ups on our client’s websites, we saw a 400% to 500% increase in consult requests.

For an Emsculpt NEO popup, you can consider

LEAD CAPTURE FORMS

Optimized websites make it easy for the consumer to contact the provider. All vital Information–phone number, available promotion, and the contact form– should be above the “fold.”

  • Tip: Collect the customer's Information first, then send them to a scheduling page. 

INCENTIVES

Consumers want to find an offer that provides value at the lowest cost possible. Adding a promotion or coupon to your website promotes both: a great value at a great price. For example, if you offer EMface for a non-invasive face lift, you could offer a coupon for $600 off a package of four treatments. This incentive encourages people to take action quickly if they have been thinking about getting EMface for a while.

BEFORE AND AFTER IMAGES

Before and after images, just like five-star reviews and client testimonials, establish authority and build trustworthiness. Moreover, consumers expect before and after images.

EMface is BTL’s newest aesthetic treatment. As people research more about the procedure online, they want to see what kind of results they can expect. Since it is a non-invasive facial toning solution, it is helpful to include before and after images of patients showing a more lifted and rejuvenated appearance following the treatment.

  • TIP: Collect your own gallery of before and after images of your clients and post them to the website. If you don't have your own before and after images, use stock photos from the manufacturer. 

CONTENT

There’s a saying in digital marketing: Content is King. Your website needs content. Generating professionally written content does two things:

  • Attracts organic traffic: Google awards websites that provide users with unique content about relevant topics. High Google rankings make your website more visible online and increase your flow of website visitors for free. 
  • Establishes trust: Well-written content demonstrates expertise on the topic. A good blog builds authority and distinguishes your brand from others.
  • TIP: Remove content that you did not write yourself. Content cannot be pasted and copied from other websites. Google rewards unique content creation and penalizes plagiarism.

PAID ONLINE ADVERTISING

Paid Online Advertising, also known as paid media, uses paid ads to attract potential customers to visit your website or call your business.

WHY MARKET WITH ONLINE ADVERTISING

For most businesses, paid media is an important part of their online marketing strategy. Online advertising has three distinct advantages. It’s fast. It’s targeted. Its tracked.

  • IMMEDIACY: PPC ads, banner ads, and social media ads make your business visible online almost immediately. They are the fastest way to improve your online presence and bring your website to the top of Google's first SERP.
  • TARGETING: Paid ads are targeted to the people most likely to convert. TV, print, or billboard advertising targets a local audience. Online ads go further. They are directed to local consumers already showing interest in services your business offers, like Emsculpt, EMface, Emtone, Emsella, and Cellutone.

There are three main channels for online advertising: 

  1. search engines 
  2. websites
  3. social media platforms. 

SEARCH ENGINES

Like television networks, such as ABC, NBC, or CBS, search engines generate revenue by selling ad spots. However, instead of commercials, search engines sell Pay Per Click (PPC) ads to businesses wishing to advertise on the search engine’s results page (SERP). 

Google, Bing, and Yahoo are examples of search engines that permit businesses to advertise on their SERP. 

PPC AD PLACEMENT

Most search engines display PPC ads at the top and bottom of their SERP.

The more visible your ad is ( the higher your ad appears on the SERP,) the more likely the ad is to be clicked on. Having a PPC ad display at the top of the page is the equivalent of airing a commercial during prime time TV. 

Unlike television, the prime ad spots on a SERP aren’t purchased. They’re earned. It costs just as much to display an ad at the top of Google’s SERP page as it does at the bottom of the SERP page. Instead of charging higher prices for higher placements, search engines “rank” ads based on quality factors.

DISPLAY ADS / BANNER ADS

Display ads are also known as banner ads. Unlike PPC ads, which appear at the top of the SERP (Search engine results page), “display ads” appear on websites. These ads can be:

  • Text ads
  • Image/Graphic ads
  • Video Ads

SOCIAL MEDIA ADVERTISING

Social Media Advertising attracts customers using paid ads on social media channels like Facebook, Instagram, and TikTok. Besides attracting leads, social media advertising can promote your business’ brand and enhance your online visibility. In addition to ads, Facebook allows you to boost your posts.

The more visible your ad is ( the higher your ad appears on the SERP,) the more likely the ad is to be clicked on. Having a PPC ad display at the top of the page is the equivalent of airing a commercial during prime time TV. 

Unlike television, the prime ad spots on a SERP aren’t purchased. They’re earned. It costs just as much to display an ad at the top of Google’s SERP page as it does at the bottom of the SERP page. Instead of charging higher prices for higher placements, search engines “rank” ads based on quality factors.

TYPES OF FACEBOOK ADS

  • Text Ads
  • Image ads
  • Video Ads
  • Carousel Ads
  • Product Ads
  • Collection Ads
  • Interactive ads
  • Lead form Ads

ANALYTICS: PAID ADS ACCUMULATE DATA

Google provides businesses with valuable data. The longer your ads run, the more data you collect. This data, when properly analyzed, better optimizes your campaign. This generates more leads at lower costs.  

Valuable metrics include:

  • Click-Through Rates (CTR): When you advertise online, it is important to know how many people are clicking your ads. This is called a “click-through rate.” The higher your click-through rate, the better your ad is at convincing people to click on it. This means that you are spending less money and getting better results - which means you can afford to spend more money and get even better results! Determine your click-through rate by dividing how many ad impressions you have by the number of clicks you get.
  • Cost Per Click (CPC): Most ads cost a certain amount of money per click your ad receives. The cost per click can vary depending on several factors:
  • Your advertising platform. Google ads cost more than social media ads.
  • The targeted keyword: Keywords that have a lot of competition (many businesses bidding on the keyword) than that keyword will cost more per click.)
  • The time of day
  • The number of advertisers bidding on these terms in your market
  • Conversion Rate: A conversion rate is the percentage of visitors who take the desired action on your website, such as making a purchase or filling out a form. A good conversion rate can make all the difference in whether your campaign is successful. Determine your conversion rate by dividing the number of leads generated by the number of clicks on an ad. For example, if your ad gets 100 clicks, and 20 people sign up, then your lead-to-click ratio is 2%. Evaluating results is critical when it comes to conversion rates. If you are paying $10 per click for 100 clicks, but only generating 2% leads from those clicks, it may not be sustainable. You must focus on getting more leads from each dollar you spend on advertising to get the most value out of each individual lead.

AD MANAGEMENT

Ad management is a tricky aspect of medspa marketing. You want to get your message out there, but you also need to be smart about it. That means not wasting money on advertising if you do not have a clear strategy. Paid ads are expensive. This is why it is crucial to have a plan in place before you invest in paid advertising. The first step is to determine which platform will deliver the best ROI. To do this, track your advertising spend on different platforms back to revenue.

Here’s an example. Let’s say that you spend $1000 on Google and $1000 on Facebook Ads, but Google gives you 10x more leads than Facebook does. This piece of information tells you it is more lucrative for you to continue investing more in Google.

One thing that many advertisers struggle with is being patient. Investments take time to pay off, so do not expect an overnight ROI. Give the campaign a chance to reach people before writing it off as unsuccessful if you do not see results right away.

Finally, continual optimization is one of the most important aspects of ad management. You cannot simply set up a campaign and leave it to run on autopilot. You must continually analyze metrics and act accordingly:

  • adjust budgets and days
  • modify target audience(s)
  • remove keywords that are not working
  • incorporate the right zip codes

This prevents wasted spending on irrelevant clicks that do not convert into sales or leads.

SEO

WHAT IS SEARCH ENGINE OPTIMIZATION (SEO?)?

Search engine optimization (SEO) is marketing with search engines. It is the practice of optimizing your website to rank higher on Google’s Search Engine’s Results Page (SERP). Google reserves a section of its Search Engine Results Page (SERP) for organic listings. Websites with good SEO get their website listed in the organic listings section. 

Unlike paid advertising, organic visibility cannot be bought. It must be earned. This is where SEO comes in.

WHY ORGANIC RANKING MATTERS

Search engine optimization (SEO) is arguably the most effective, durable, and economic strategy for generating online traffic (visitors to your website.) 

Organic traffic is free

Organic clicks cost nothing. In comparison, paid advertising, also known as Pay Per Click (PPC,) costs money every time someone clicks on your ad.

Organic traffic converts.

Visitors that find your site via a search engine are typically further down the sales funnel than visitors who click on the first ad they see. Organic visitors are among the highest converting channels for website traffic.

SEO is durable

As long as your website is SEO optimized and your content is the best on the internet, your page will reign on the Search Engine Results Page (SERP). By improving your ranking in Google's organic results, you will:

BENEFITS OF SEO

  • Generate FREE traffic to your website

  • Improve online visibility

  • Establish brand awareness

  • Distinguish your business as an authority

  • Develop trust and consumer confidence

  • Educate and engage your customers

  • SEO has the best ROI

GOOGLE'S RANKING ALGORITHM

Google uses a proprietary algorithm to rank websites. This algorithm is kept secret to ensure impartiality, but Google has been straightforward about the main objective of its algorithm: user experience.

Google strives to be the #1 search engine. It aims to provide users with results that meet their needs, which is why the most relevant results show up first. When ranking websites, Google considers a few “ranking indicators”:

  • fast loading speed
  • backlinks to your website
  • quality, informative content

ON-PAGE SEO

  • 1. Technical SEO

Google is focused on providing the best user experience for all. This is why they use robots and artificial intelligence to crawl websites and rank them according to their algorithm.

Technical SEO optimizes websites for search engine robots that “crawl” them. This ensures everything is in order so that the bots can read and interpret your website easily. Without technical SEO, your website may not rank as well.

  • 2. UX User Experience (UX)

UX User Experience (UX) is important because it reflects how people feel about the products and services you offer. If they have a good experience, they will feel good about it and want to keep using it. But if they have a bad experience, they will be less likely to come back.

UX refers to everything that happens to your users when they interact with your business via your website or online communications. It includes everything people see, hear, and do, as well as their emotional reactions. The UX of your website directly affects a customer’s perception of your brand and its quality.

  • 3. CONTENT

In the world of SEO, content is king. Quality content is essential for a high-ranking website. Google says content is one of its top 3 ranking factors. 

“Content” refers to everything you put on your website for the user’s consumption. It covers all the creative elements that are textual, audio, and/or visual. Content includes blog posts and articles, service descriptions, before and after images, videos, diagrams, charts, interactive media like quizzes, infographics, etc.   

For your website to rank organically, it will need a lot of written content, videos, and images.  

  • Expert TIP: When creating a page that focuses on Emsculpt, optimize it with content such as:
  • TEXT: Create a long-form page. Long-form means 1,000+ words of unique, well-written content.
  • IMAGES: Before and after pictures (preferably your own)
  • VIDEOS: Treatment videos or video testimonials

Writing Content for BTL Treatment Webpage

sEARCH ENGINES USE KEYWORDS

The top 10 most searched keywords for Emsculpt:

  1. “Emsculpt”
  2. “Emsculpt Neo”
  3. “Emsculpt near me”
  4. “Emsculpt cost”
  5. “Emsculpt Neo near me”
  6. “m sculpting”
  7. “Emsculpt NEO before and after”
  8. “Emsculpt price”
  9. “Emsculpt result”
  10. Emsculpt Neo cost”

Some of Emsella’s common keyword searches are:

  1. “Emsella”
  2. “Emsella reviews”
  3. “Emsella chair near me”
  4. “Emsella chair side effects”
  5. “Emsella cost”
  6. “Emsella for men”
  7. “Emsella for urinary incontinence”
  8. “Is Emsella covered by insurance”
  9. “Emsella for incontinence”
  10. “Emsella results”

The most popular keywords that people search for when Googling Emtone include:

  1. “Emtone”
  2. “Emtone near me”
  3. “Emtone side effects”
  4. “Emtone skin tightening”
  5. “Emtone results”
  6. “Emtone for cellulite”
  7. “Emtone cost”
  8. “Emtone before and after”
  9. “Emtone cellulite and skin tightening treatment”

When researching EMface, people type in the following keywords:

  1. “EMface”
  2. “BTL EMface”
  3. “BTL EMface before and after”
  4. “EMface non-invasive facial contouring”
  5. “EMface non-invasive facial treatment”
  6. “EMface facial toning treatment”
  7. “EMface cost”

READABILITY

You may be a doctor. But you can’t write like one. Readability is fundamental to a good user experience. Therefore, readability is a factor Google uses in its ranking algorithm. Google rewards websites with writing that is understandable and easy to digest by its users. 

Evaluate your readability using the “Flesch reading ease score.” The Flesch Reading Ease Formula is a simple approach to assessing the reader’s comprehension by grade level. Your goal is to write at an 8th-grade reading level, or a score of 60 or above on the Flesch Reading Ease scale.

Flesch Score
Readability
90 – 100
easily understood by an average 11-year-old student
60 – 70
easily understood by 13-15-year-old students
0 – 30
best understood by university graduates

IMPROVE YOUR READABILITY SCORE BY:

  • Keep paragraphs short. Six sentences max.

  • Eliminate unnecessary words

  • Keep sentences short

  • Choose smaller words over bigger words

  • Write in active sentences

  • Use transitionary words to start new sentences

  • Limit a sentence to one idea

Learn more:  https://yoast.com/flesch-reading-ease-score/

Many word processors will calculate your readability score. For example, on the right is the readability score this content received from the Microsoft Word editor:

Yoast, a plugin for WordPress, will also rank your readability. You can also copy and paste your content into a ranker that is free online, like https://readability-score.com/

For our clients, Medstar Media uses Microsoft word editor, Grammarly editor, and the Yoast Plugin on our WordPress sites to ensure our content has optimal “readability.”

SEO CONSIDERATIONS FOR DOCTORS and MEDICAL SPAS

Not all websites are ranked equally. According to Google, websites that promote products or services that impact the user’s happiness, health, financial stability, or safety are held to a higher standard. 

Google categorizes websites. Sites that promote products or services or provide Information that may impact the user’s happiness, health, financial stability, or safety are categorized as YMYL. This stands for “your money, your life.” Websites belonging to spas, clinics, dentists,  or other medical professionals fall into the YMYL category. 

Google holds YMYL sites to a higher standard. The search engine uses a  special algorithm for YMYL websites. The algorithm prioritizes “expertise, authority, and trustworthiness” (EAT). 

This algorithm change for YMYL sites quickly became known as the “medic update” due to its impact on websites promoting health, medical, and aesthetic services. 

expertise

Google wants to highlight content written by the industry’s ” experts. ” 

  • **Expert Tip: Include author bios on your blogs. The author should be an "expert" on the topic. For example, an Emsculpt article should be written by a medical professional or skilled body contouring expert.

authority

Authority is a concept in search engine optimization that refers to the level of trust that a website has in the eyes of Google. When you have authority, you have an advantage over websites that are less authoritative. A website with high authority ranks higher in search results than one with low authority. Google has determined that the content on the high-ranking website is trustworthy enough to place it higher up on its list of search results.

There are various ways you can establish authority. Start by incorporating backlinks on your website, investing in quality content, and maintaining a consistent social media presence.

trustworthiness

To have a successful website, people have to trust it and the information it contains. The first step in establishing trustworthiness is making sure that all of your content is original and truthful. Build a relationship with your reader by providing them with useful information that helps them solve their problems or meet their needs. There are different ways to do this. One way is through original, high-quality blogs and articles. Learn what people are asking about and provide the answers in an engaging way. Though keywords are essential for search engine optimization, it is important to write for your readers first. Avoid keyword stuffing!

Finally, include an easy-to-follow privacy policy on your website. This way, visitors know exactly what will happen with their information if they submit it or subscribe to something. Be transparent about where all of this information will be stored. At the end of the day, people want to know that they are safe on your website.

SEO IS A LONG-TERM INVESTMENT

how long does it take to rank?

When it comes to SEO, the question “how long does it take for a website to rank?” is a common one. Unfortunately, there is no way of knowing how long things will take to rank – or even when a URL begins ranking on the Search Engine Results Page (SERP). This is because Google does not let us know how long things take. They do not want people manipulating their algorithms and rankings to get to the top.

SEO is not something you can get overnight, and there are no hard-and-fast rules on making a site rank sooner. But if you are consistent and invest in top-notch content, your website will eventually rank for the keywords that are most important to your business. Google recognizes quality and will rank you accordingly.

Once your website starts ranking, you must continually maintain it. SEO is not a one-and-done deal. Remember that trends change. Your keywords and content must keep reflecting these changing trends to keep your high ranking. Today, there are fantastic resources out there that can help you stay on top of keywords. For example, SEMRush tracks keyword trends and other important metrics. This information gives you a clear idea of where things stand at any given moment. From there, you can refresh your content to keep up with Google’s algorithm changes.

LOCAL SEO

LOCAL SEO stands for Local Search Engine Optimization. Local SEO makes you visible online to nearby consumers actively searching for aesthetic services.  

46% of all Google searches have local intent. Almost half of all search queries will trigger local results on Google’s Search Engine Results Page (SERP).

Local SEO is vital for small businesses looking to compete in the increasingly saturated aesthetics market. 

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THE BENEFITS OF LOCAL SEO

  • Free online visibility

  • Connect with local consumers

  • Generate traffic to your website

  • Boost your brand

  • Rank high on the SERP

GOOGLE'S 3 TYPES OF LOCAL SEARCH RESULTS

To appear in Google’s local search results, begin by completing your Google Business Profile (GBP). GBP is an online business directory. Google uses the Information provided on your Google Business Profile to generate three types of local results.

  • Google's local pack

  • Google maps

  • Google's SideBar (Knowledge Panel)

GOOGLE'S LOCAL 3-PACK

Google’s local results appear in the “local pack” section on the SERP page. This section is located below the ads but above organic results. 

The local pack, sometimes called “Google’s 3-Pack,” displays three results. Each result is a different business listing. 

The local pack appears when people search for a service or product using terms with location intent, i.e., “Botox near more.” Additionally, terms with a location in the query, i.e., “The Best Botox in Miami,” also render local results on the SERP. 

The local pack appears 93% of the time for searches with local search intent. This kind of visibility matters! Brands that show up in Google’s local 3-pack receive 700% more clicks than brands that don’t.

Skinney Medspa (skinneymedspa.com/)
Skinney Medspa (skinneymedspa.com/)

GOOGLE MAPS

Your Google Business listing integrates with Google Maps, the world’s most popular online map and directions app.

Insights from local search data show local SEO garnered 32,000 views for one Medstar Media client during November in 2021.  

Of those 32,000 views, two-thirds appeared in local search results. One-third appeared in Google Maps.

GOOGLE KNOWLEDGE PANEL

Google’s knowledge panel, also known as the “knowledge graph,” is an information box that appears in the SERP. 

The knowledge panel typically appears when someone makes a brand name search for your business. 

The panel contains vital Information taken from your GMB listing. This includes your business address, phone number, business hours, reviews, website, and Q&A. 

On desktop, the knowledge panel appears on the left-hand sidebar. On mobile, the knowledge panel typically appears below the ads.

HOW GOOGLE DETERMINES LOCAL RANKING

According to Google, “Local results are based primarily on relevance, proximity, and prominence.” Proximity is the biggest difference between local SEO and organic SEO. 

Organic SEO is calibrated for a national or global audience. Organic rankings are based on prominence and relevance.  

Local SEO narrows its results to the local geographic market the service provider resides in. Local rankings are based on prominence, relevance, and proximity. 

  • Relevance

“Relevance” refers to how closely a business’s services or products are related to a person’s search query. Basically, does your business offer or sell what the customer is searching for? 

Google derives “relevance” signals from:

  • Website content
  • Technical SEO like page speed and user design 
  • Information from the Google Business Profile 
  • Keywords and sentiment used in online reviews

By optimizing a brand for “relevance” signals, Google matches the right provider with the right consumer.  

  • Proximity

Proximity is the main factor that distinguishes local SEO from Organic SEO. Proximity refers to the distance between the person performing the search and the physical business address.

Google typically knows a user’s location. When a user searches using a computer, Google refers to the IP address. The IP address reveals the zip code the search is coming from. 

When a user searches on their mobile phone, Google uses the phone’s “geolocation.” 

Google factors in the “user-to-business proximity.” The physically closer a user is to a business’s address, the more likely the business will appear in local results.  

Distance: Sometimes, Google considers a user’s intent instead of their actual location. This typically occurs when a user includes the name of an actual location in their search query,  i.e., “The best Emsella in Dallas.” The closer a business is to the location qualifier (“Dallas”), the more likely the business will appear in local results.

  • Prominence

Prominence refers to a business’s reputation within the community. Basically, Google wants to list the aesthetic providers considered “the best in the business.”

Google draws upon online and offline Information to calculate a business’ prominence. Influential Information may include:

  • Listings in business directories
  • Links and mentions to the business’ website
  • Domain Authority of a website
  • The number of online reviews a business has
  • The average rating of online reviews
  • Google My Business (GMB) Listing
  • Actual foot traffic to the business

Local SEO strategies focus on developing as many of these “prominence” signals as possible. Developing these signals helps Google trust your brand and distinguishes your business as a prominent authority for addressing someone’s search query.

tIPS FOR LOCAL SEO

Local SEO is a great way for small business to increase their online visibility. Here are some tips for improving your local search engine optimization. 

GOOGLE BUSINESS PROFILE

First and foremost, claim your business on Google and fill out a Google Business Profile (GBP). Google uses this information to generate its local search results. 

LOCAL DIRECTORIES

List your business in local directories and review sites. Make sure your website is listed in industry-specific directories. 

Medstar Media uses brightlocal to list and update our clients in online directories.

NAP (NAME, ADDRESS, PHONE NUMBER)

Your name, address, and phone number should be listed on your website. Many websites have their “NAP” in the footer (or bottom section of their website.) 

Ensure that your NAP is consistent across your website and all other online listings. Use the same phrasing, spelling, and layout.  

LOCAL BUSINESS SCHEMA

Local business schema refers to structured data markup code that you add to your website. This code provides search engines with useful information about your business.