Rhinoplasty is four different searches, and each needs its own page
Every procedure a plastic or cosmetic surgery practice offers is searched several ways. Someone who searches rhinoplasty with a city is choosing where to book; someone who searches recovery week by week wants to know what the weeks after surgery hold, and a page built for one loses the other.
“rhinoplasty [city]”
The procedure page, for a patient choosing where to book: who performs it, where the consultation happens, what drives the cost, what recovery takes, the practice's own before-and-after photos, and the booking.
“revision rhinoplasty [city]”
A different service, with a page of its own when the practice does revision work, because the assessment, the surgeon's experience and the proof all differ.
“rhinoplasty recovery week by week”
An article the surgeon reviews, on what the weeks after surgery involve, linked to the procedure page.
“best rhinoplasty surgeon [city]”
The surgeon's page, for a patient comparing surgeons, with credentials, rhinoplasty work and where they consult. Calling the surgeon the best on the page does not win this search.
“Nose job,” “nose surgery” and “rhinoplasty” are one search in three wordings and belong on one page. Split across three pages, they compete with each other.
The surgeon, the clinic and each procedure get their own page
The surgeon's page says who they are and where they consult, the clinic's page where patients go, and each procedure page what the procedure involves, who performs it and where. They link to each other, and the medical schema markup describes the same people and places instead of marking every page as the physician.
A procedure page that could move to another surgeon by changing a name and a city gives Google no reason to show it over the other practices' pages, and gives a patient no reason to book. What makes it the one to show is what only the practice has: its surgeon, its clinic, its own before-and-after photos, and every medical sentence read and approved by that surgeon before it goes live.
A location page and a Business Profile need a clinic patients can walk into
A city that sends the odd patient gets neither. When patients travel in for surgery, the procedure page tells them how the consultation, the surgery and the follow-up work from a distance, and medical local SEO covers the profiles for real clinics and the surgeons who see patients there.
Before-and-after photos need the patient's permission for marketing
Each photo shows the procedure the page describes, by the surgeon it names, with the patient's permission for marketing use. A general treatment consent does not give that permission, and neither does the patient posting the photo on their own account.
Reviews get the same care: Google reviews for doctors covers the requests and the replies, and HIPAA-compliant medical marketing the forms and tracking around them.
Count consultations without copying the chart into analytics
The website's analytics show which procedure search and which page brought each form or call. Whether that patient booked and came in stays in the practice's own records, and what reaches the SEO report is a count of consultations by source, never a patient's record.
HealFast, a store for people recovering from surgery, held Google's top three for its silicone scar sheets, gels and strips while we ran its medical SEO.