Should I Build a Procedure Specific Website, or Expand my Current Website?
When answering this question I would consider two points:
- Market Share
- Your image in the market place
In regards to market share, one must remember that, on average, there are 20 unpaid positions on the front page of Google for any given search (10 maps, 10 organic). This means everyone is competing for the same limited space on the front page of Google. To keep it simple, let’s say that one website can be found in two places on the front page; once organically and once in the maps. Logically, two websites could double your placement on the front page if the search is relevant to each of the websites.
For example, if a plastic surgery practice has a main website and another website specific to breast surgery, they could both be found under the search “plastic surgery, location” because each of the websites has relevant information. So if a practice wanted to gain the most market share it would be better to have multiple websites with an overlap in information.
When considering the practice image one must think about how a consumer finds the practice. If a potential patient is searching online for information about breast augmentation and finds your practice multiple times, they will likely assume that your practice is the subject matter expert on that procedure. Additionally, a procedure specific website generally offers very robust information on the topic which positions you as the ultimate resource and obvious choice. When that person is ready set up an exam and consultation, they can have confidence that your practice is among the best in your area.
All in all, having multiple websites is likely to not only boost your presence on search engines, but it can also provide greater information to patients about your expertise and why you may be the best choice for them.