A brochure site that says almost nothing
Out of caution, many practitioners publish a list of procedures and a form. The caution is right. But the silence leaves room for less scrupulous sites which, for their part, answer the questions.
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SEO for aesthetic medicine and surgery: get found by well-informed patients.
Someone considering an aesthetic procedure thinks about it for a long time, often alone and without telling anyone. They read a lot, in the evening, on their phone. They check who you are before daring to call. On these searches, you're up against clinic groups, surgeon directories and general information sites. What sets you apart is accurate information, signed with your name.
- Rattle your competitors.
- Overtake them.
- Protect you from their attacks.
15 years in SEO
4 books on SEO and GEO
200+ sites tracked every day
1M / month visits to my e-commerce site
They trusted me with their visibility
Darty
Eurofins
Cegid
EBP
CNP Assurances
Ingram MicroThe detail of this page
Your result, before the first click
Someone is looking for a blepharoplasty in Angoulême. Your page shows up third, with a title that says “Welcome”. Below it, a summary without a single procedure name. Rewrite both.
- A practitioner directory · annuaire-esthetique.exempleBlepharoplasty in Angoulême: surgeons near youCompare profiles and request a quote online.
- A clinic group · groupe-esthetique.exempleEyelid surgery | Our clinics in FranceA facility in every region. Book at the centre of your choice.
- Youvotre-cabinet.exemple
Home | Dr B. | Welcome to my websiteBlepharoplasty in Angoulême: consultation, procedure and recovery | Dr B.Welcome to the practice's website. The secretary answers your questions Monday to Friday.Eyelid surgery: what I assess in consultation, how the procedure goes, my recovery instructions. Signed and dated page.
Position 3. Your title names neither the procedure nor the town.
Fig. 1. Three results for eyelid surgery. Only one is written by the person who operates. (Your name was in the title. What you do was missing.)
What this means for you. I rewrite your titles and descriptions with facts: the procedure, the town, what the page explains. No promises, nothing you couldn't sign.
What is SEO in aesthetic medicine and surgery?
SEO in aesthetic medicine and surgery means getting a practitioner, a practice or a clinic found in searches linked to a procedure: an operation, an injection, recovery, a price, a qualification. It relies on one information page per procedure, written or approved by the practitioner, on a verifiable presentation of their credentials and on a sober Google Business Profile. Communication is tightly regulated in this field. SEO is done with facts, without promises of results and without misleading images.
The problem
Where aesthetic practitioners get stuck.
Directories and groups on your own name
When people type your name, a practitioner directory sometimes comes up before your site, with a profile you didn't write and reviews you don't know about.
Competitors who take liberties
Some sites display promises, loss-leader prices and spectacular photos. You can't follow them and it's not in your interest to. Google asks health content for an identified author and sources, which works in favour of serious practitioners.
An audit, for real
What I see in thirty seconds on an aesthetic medicine website.
The site below doesn't exist, but its flaws do: they're the five I spot most often. Hover over a number.
https://votre-cabinet.exemple
DR B.The practice · Procedures · Gallery · Contact
Welcome to the practice's website
A discreet practice, a secretary available Monday to Friday.
See the galleryFig. 2. Fictional site, reconstructed. Any resemblance to yours would be a good reason to call me.
- 1A title reduced to a nameSomeone who doesn't know you yet won't type that name. Add your exact field of practice and your town.
- 2A prominent “Gallery”, no page per procedureThe gallery is risky content, to be checked before anything else. Procedure pages, meanwhile, are missing, yet they're what people search for.
- 3A welcome line that introduces nobody“Welcome” says neither who you are nor what you practise. Your title, your field and where you consult inform, and promise nothing.
- 4A model's face from a stock libraryIt appears on other sites, and it doesn't show your practice. A photo of you and your consulting room is more honest.
- 5Three families of procedures, without a line of explanation“Face” answers no question. You need one page per procedure, with the process, the recovery and the name of the person who wrote it.
What your customers type
How people search for an aesthetic procedure.
The six searches below are realistic examples, not measured data. They follow a person's journey, from first curiosity to choosing a practitioner.
- 1“rhinoplasty” followed by the town
- They've already read a lot and are now looking for a name near them. The procedure page should present your way of working, the steps from consultation to convalescence and how to book a first appointment.
- 2“blepharoplasty recovery”
- They want to know what awaits them afterwards, in practical terms, day by day. A recovery page, written by you with your usual instructions and an update date, shows them you're hiding nothing. It reminds them that each case is discussed in consultation.
- 3“aesthetic doctor or cosmetic surgeon difference”
- They don't know whom to turn to. A clear explanation of the two fields, what each practises and which credentials to check does them a service. It also presents you as a practitioner who explains.
- 4“hyaluronic acid lip injection price”
- They're working out a budget and fear nasty surprises. You can explain what a price depends on and how you issue a quote. Check what the applicable rules allow you to display before publishing an amount.
- 5“cosmetic surgeon” followed by your name, then “reviews”
- They've almost decided and are looking for a final confirmation. They need to find your website, your Google Business Profile and a presentation of your credentials that all match. An inconsistency at this stage is enough to make them give up.
- 6“facelift at what age”
- A question from the very start of the thinking process, which no page can answer for a given person. A text explaining what you assess in consultation, without giving a general rule, wins their trust very early on.
What works
What gets an aesthetic practitioner found.
One page per procedure, written like a consultation
Indications, process, anaesthesia, recovery, limits, alternatives: the outline follows what you say at the first appointment. The substance comes from you and your sources; I take care of the order and clarity. This page is the heart of the site.
Verifiable credentials and career path
Degrees, qualifications, registration with the medical council, places of practice. Patients check, and so does Google. A precise “The practitioner” page, in the terms your professional body allows, carries more weight than a long text about your philosophy.
An author, sources, a date
Each medical page states who wrote it, which references it relies on and when it was reviewed. That's what Google expects of health content, and it's what separates your site from an anonymous text.
Recovery and question pages
Many searches are about what comes after, and few practitioners answer them. Time off work, returning to sport, scars, follow-up appointments: your written instructions attract readers and serve your own patients.
A Google Business Profile kept with restraint
Exact category, address, consultation hours, link to booking. Nothing promotional. For reviews, we strictly apply what your professional body's rules provide, and reply without ever mentioning a case.
What costs dearly
Common mistakes on an aesthetics website.
A before-and-after gallery on the home page
This is a very sensitive point in your sector. Before publishing anything, check what the applicable rules and your professional body allow, and on what conditions. If in doubt, don't publish any.
Advertising words in a medical text
Phrases announcing rejuvenation or guaranteeing an outcome promise a result. They expose you, and they drive away cautious people, the very ones you want to see.
A single page for all facial procedures
Eyelids, nose, facelift, injections: four searches, four thought processes, four pages. Lumping everything together means appearing for none of them.
Letting a directory speak for you
Your profile on a practitioner directory may contain errors in address or speciality. You can usually correct it or ask for it to be updated. Few practitioners do.
The method
Four workstreams for an aesthetic practice.
I have no medical expertise and I don't pretend to. I interview you, draft an outline, you correct every sentence and sign. Nothing is published without your approval.
- The review. What Google, directories and AI tools already say about you, and what is wrong or out of date.
- The procedures. One page per procedure you actually perform, on a common outline, approved line by line.
- The practitioner. Credentials, career, places of practice, written the same way wherever your name appears.
- The contacts. I measure first-consultation requests and the pages read beforehand, not raw traffic.
One-minute test
Is SEO right for you?
Five frank questions to find out whether support makes sense in your situation. Sometimes the answer is no, and I'll tell you.
What it brings in
SEO you can count in euros.
A ranking doesn't pay a salary. What counts is what it brings: enquiries, customers, revenue. Move your page up and see what it could bring in.
Example assumptions, open to challenge: 500 searches a month for eyelid surgery near you, 2% of visitors make an enquiry, one enquiry in three is signed (this varies a lot from one trade to another), €3,500 per customer. Click-through rates by position are ballpark figures, and they have been shifting since Google started showing AI answers above the results. Redo the calculation with your figures
What your page could bring in
Ticket no. 10th · worked example- Searchesper month, for eyelid surgery near you
- 500
- Estimated visitsclick-through rate: 1.5%
- 0
- Potential enquiries2% of visitors
- 0
- Possible customersone enquiry in three
- 0
Possible revenue€0
Close to home
Aesthetic medicine in Charente.
In Charente, a patient in Angoulême or Cognac searches for a procedure followed by the name of their town. One in a village may compare a nearby practitioner with those in a big city, further away but highly visible online. Some people also choose another town for discretion. A Charente practitioner therefore has two audiences: people in the département who want follow-up close to home, and those from neighbouring départements looking for discretion. Both are won with precise pages, not with advertising.
The surgeon operating in Angoulême
He needs to appear for the name of each procedure followed by the town, and reassure about follow-up: check-ups on site, a reachable team, the facility where he operates.
The aesthetic doctor in Cognac or the west of the département
Their patients come for short, repeated procedures. Proximity and regularity matter. Their Google Business Profile and a page per common procedure do most of the work.
The patient in a village torn between a local practitioner and the big city
They're weighing a short drive and a lesser-known name against a long drive and a very comprehensive website. If your site answers their questions just as well, proximity works in your favour.
Beyond Google
When an AI answers about an aesthetic procedure.
AI tools such as ChatGPT, Gemini, Claude or Mistral get questions people don't dare ask out loud: “I'm forty-five, my eyelids are drooping, should I see a doctor or a surgeon, and who should I consult near Angoulême?”. They answer cautiously, point to a consultation and sometimes name a few practitioners whose information is public and consistent.
On health topics, these tools prefer identified sources. A practitioner whose credentials, speciality and places of practice are written the same way on their website, their Google Business Profile and professional directories has a better chance of being named. I check that consistency line by line. I also check that your pages contain no claim an AI could repeat as a promise made in your name.
Question asked to an AIWhom should I consult near Angoulême for eyelid surgery, with a practitioner whose credentials I can check?
Answer
Three practitioners or facilities publish this information:
- Our client— self-employed surgeon: qualification and places of practice stated, signed and dated procedure page, recovery described.
- — group clinic, general page on the procedure, practitioners not named.
- — practitioner directory, contact details only, no explanation.
Practitioner's websiteProfessional directoryGoogle Business Profile
Fig. 3. Reconstruction, names hidden. This is the spot we aim for: on the list, with the most precise description.
Three typical cases
Three practitioner scenarios.
These three cases are imaginary. They show where I start depending on the profile, and describe no existing practice.
A surgeon in private practice
His website dates from when he set up and presents ten procedures in ten lines.
- Write one page per procedure performed, on an outline he approves.
- Rework the presentation page: credentials, qualification, facilities.
- Correct his profile on the practitioner directories where he appears.
A doctor who performs aesthetic procedures
He wants to grow this activity without mixing it with the rest of his patients.
- Create a separate section, with one page per common procedure.
- Write a page explaining the framework of his practice and its limits.
- Set up the Google Business Profile according to what his professional body's rules allow.
An aesthetic clinic with several practitioners
Each practitioner has their own website, and the clinic's appears for no procedure.
- Divide the topics: procedures on the clinic's site, each practitioner's career on their own.
- Link the pages together so Google understands who operates where.
- Set a shared writing charter, approved by everyone.
In practice
What you get.
- A procedure page outline, to be approved by the practitioner
- A presentation page with verifiable credentials
- A review of your directory profiles, with the corrections to request
- A list of wordings and images to have checked before publication
- Tracking of first-consultation requests
Pricing
How much does an SEO consultant cost?
The fee depends on four things. I give you a precise amount after a free first thirty-minute conversation.
- The size of the site: ten pages or ten thousand
- The competition on your queries
- What you can do in-house, and what needs producing for you
- The pace you want
Fancy a game?
Insert a coin.
A giant takes up the whole first page of your market. It has five weak spots. Take the coin and slide it into the machine.
Slide it into the machine
SERPZILLA
INSERT COINSLIDE THE COIN INTO THE SLOT
Credit: 0
Fig. 4. Sixteen seconds. No towns were harmed in the making of this game.
Together, let's devour your competitors.
One by one, and in order. Every spot gained makes the next one easier to take: that's why it keeps growing. See the method
Who you're talking to
Your SEO consultant: a business owner, not just an SEO.
My name is Kévin Papot. More than fifteen years in the job, four co-written books, and the Newp agency, co-founded in Charente. I also run my own online shops, in France and internationally: one of them went from zero to a million visits a month.
Before we talk tags, we talk margin, average basket and profitability. When you book a call, I'm the one who picks up.
FAQ
SEO and aesthetic medicine: your questions.
Is SEO compatible with my professional ethics obligations?
It can be, if it's limited to making accurate, sober and verifiable information accessible. That's how I work. The decision is yours, though: I hand you every text before publication, with the points to submit to your professional body or your adviser if you have any doubt.
Can I publish before-and-after photos?
I can't answer for you, and I'd advise you not to rely on what your colleagues do. Check what the applicable rules and your professional body provide. A website can rank perfectly well without any of these photos, with diagrams, explanations and recovery pages.
Should I show my prices?
Patients look for this information, and having no reference point at all worries them. What you can display and in what form depends on the rules applying to your activity, which you need to check. In any case, explaining how a quote is drawn up and what it includes is useful and limits misunderstandings.
Patients leave few reviews. Is that a handicap?
Less than elsewhere. In this field, many people don't want to write publicly, and readers know it. A few sincere reviews are enough. I don't set up any requests until you've checked what your professional body allows, and never with an incentive.
How do I reply to a review without breaching medical confidentiality?
By confirming nothing: neither that the person came, nor what was done. A standard reply points out that you don't comment on any situation in public and offers direct contact. I'll prepare two or three templates for you to have approved before use.
Can I advertise on Google or social media?
It's a regulated subject for your profession, and ad networks also have their own rules on health. I don't launch any campaign in this sector without your written agreement after checking. Organic search, for its part, relies on your informational content.
Clinics abroad come up in my searches. What should I do?
Not imitate them. They sell a price and a trip. You offer follow-up, consultations before and after, an identified and reachable practitioner. Your pages should say so plainly, without disparaging anyone. Attentive patients notice that difference.
How long does it take to see results?
Allow several months for a procedure page to settle in, more for a highly sought-after procedure in a big city. Health content is examined more strictly than other content. I give you regular progress updates and never announce a ranking in advance.
I practise at two locations. How should I present that?
With one page per location, each with its address, consultation days and access, and one Google Business Profile per location if the conditions are met. Both pages link to the same procedure pages. Your name and credentials are written identically everywhere.
A health information website beats me on every procedure. Is it hopeless?
No. Those sites answer the general question. They don't answer “whom to consult in Angoulême” or “how does a consultation with this practitioner go”. The searches that come before booking an appointment are local or name-based. That's where your website belongs.
See also
Other industries
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