Plastic Surgery Content Writing has new SEO goals for the AI Overview
AI Overviews are taking over top page legacy SERP real estate for organic SEO efforts. This new territory in top page SERP adds additional SEO goals for content marketing teams in every medical specialty, including plastic surgery.
What is the plastic surgery content AI overview?
A new age for plastic surgery content writing has arrived and it is called the AI Overview. In essence, the AI overview is Google’s version of a Cliff Notes-like internet search on a specific topic summarized into a TL;DR (Too Long, Didn’t Read) derived from multiple sources for what they have determined to be the best information.
Often referred to as the “zero click” search box due to the user’s likeliness of not clicking to your website, the AI Overview is derived from high quality, original content that is human written and SEO optimized for the intended audience. Plastic surgery content developers seek to write content for these AI overviews as they are not only within the top SERP organic results but depending on the content focus can also be shown nationally, not just locally.
Why strive to be included in an AI Overview?
Inclusion of your web content can help build brand awareness, authority and trust. You want to be the information AI uses to deliver high quality information. Additionally, AI overview inclusion is an opportunity to be presented in top-page SERP even if your website is not there yet. Although AI mentions are no guarantee of a click to your referenced web page, it still ranks this content in top page SERP but with an acknowledgment by Google recognizing your content as high value.
Elements of High Quality Plastic Surgery Content Writing & Development:
- Niche topics – Finding topics within the plastic surgery specialty that haven’t been addressed can be a challenge but not impossible. Since most surgeons have their own specific techniques for surgical procedures, topics for content can be endless across the myriad of procedures when more refined questions are addressed with detailed answers.
- Specific, More Detailed Information – Content development in the age of AI is all the rage with misinformation about easy content generation by phony marketing professionals. Social media is littered with phony marketing goons pitching their AI content generation platforms, but the use of these is far from the high quality needed to be included in an AI overview, much less top SERP. Since AI draws its information from across the web, the last thing a content developer should do is copy the same information expecting true SERP results.
- Clear Language – Content development for the web and the medical professional can be a challenge to draft for the plastic surgery acquisition audience. Physicians are accustomed to writing scientific articles for peer review for resume building. While these scientific articles are necessary to build authority among peers, writing for the internet needs to be white paper-like but for the non-healthcare professional reader. To the doctor, this isn’t simply dumbing down the content but simplifying it as if you were speaking to the patient in person.
- Citations & References – Those scientific articles you published during your residency can be valuable to use for building authority and trust with your web content development. Additionally, referencing other peer reviewed articles can be brownie points within your content to substantiate talking points and build trust.
- Examples and Case Studies – Like any medical specialty, plastic surgery is a medical science. Just like evidential elements are necessary for white papers, inclusion of the case study is becoming the standard of plastic surgery content development.
- Multimedia Integration – Infographics, images, and videos all enhance the scientific understanding of the topic, add clarity and engagement.
- Optimized Content Structure – Content development wouldn’t be complete without expected SEO fundamentals of structured format such as headings, bullet points, meta tags, and Schema markup. Google is very clear about structure and will even grade these efforts in PageSpeedInsights.
Case Studies & Examples of AI Overviews and Plastic Surgery Content Writing & Development:
Case Study:
In this AI Overview, the target procedure is for lip injections. To target for an AI overview, we created a high quality blog article outlining the artistic approach and techniques. Thus far, Dr. Lesavoy is the only plastic surgeon included for this overview.
Case Study:
In this AI Overview, the target procedure is for scarless breast reduction. To target for an AI overview, we created a high quality content outlining procedure specifics, a case study, expertise and authority.
In Conclusion
Should your plastic surgery content become included in an AI overview, you will not be informed or receive an offer to purchase a bogus “Top Doctor’s of AI Overview” plaque to display in your reception area. No, your marketing team will likely happen upon discovery of this inclusion during a routine SEO audit. Subsequently, us marketing professionals are known to celebrate in quiet with a pat on our backs of a job well done as this is an acknowledgment from Google as an exceptional SEO content marketing achievement.
