CHRISTINE YEE

Content Marketing. Writing. Social Media. SEO. Digital PR

Onsite SEO

After you know what your keywords should be, you can get started applying your keyword research to your SEO efforts. Onsite SEO is fairly straightforward. After you've identified the most relevant keywords for each page of your site and weighed search volume vs. competition/difficulty, it's time to start crafting your content around those keywords.

You have to make sure that you are using the keywords appropriately all throughout the copy on your website. It’s also important to use those keywords in the headlines and titles on each of those pages. Don’t forget to use your target keywords in the meta tags, meta descriptions, image tags and actual URLs for those pages.

- square2marketing.com

While working on the sites, www.finetouchdermatology.com and www.dermhairclinic.com, I worked extensively to provide optimized content for onsite SEO objectives. 

SEO & Expanding the Conversational Potential of Hair Transplant and Other Cosmetic Procedure Topics

I was given an official list of target keywords (primary and secondary). Initially, I was asked to draft  more technical forms of content that strictly adhered to the primary keywords on the list. Later on, I was given the freedom to generate socially engaging topics that were more loosely linked to these terms. 

In each of these articles, I included the main concept of the target key word phrase as natural sounding variations throughout each piece. This was done to avoid potential issues with perceived keyword stuffing. However, the target phrase (and subtle variations) used some regularly throughout the H2 headings to create a more natural quality. 

Here are a few examples from the hair transplant site, www.dermhairclinic.com.

(1) Hairline Recession Versus Hairline Maturation – Know the Difference

[ www.dermhairclinic.com/hairline-recession-maturation-difference/ ]

One of the target keyword phrases was "hairline recession." In this blog post, I sought to pose an interesting question that would pique the interest of men who are experiencing the early signs of hair loss. 

(2) Patrick Stewart’s Baldness Is Treatable With Advanced FUE

[ www.dermhairclinic.com/patrick-stewart-severe-baldness-advanced-fue/ ]

The primary keyword, FUE (form of hair transplant surgery) is extremely competitive. By tying in a recognizeable celebrity name like Patrick Stewart, I intended to add a unique level of distinction by creating greater potential for social conversation and engagement. 

(3) Should You Pursue Hair Restoration or Accept Your Baldness? 

[ www.dermhairclinic.com/choosing-hair-restoration-accepting-baldness/ ]

In this post, I sought to connect the primary keyword phrase, hair restoration, with a social/emotional issue universally faced by men who are losing their hair.

Here are several examples from the female oriented cosmetic procedures site, www.finetouchdermatology.com

(1) Is It Possible To Overfill The Laugh Lines?

[ www.finetouchdermatology.com/los-angeles-info-laugh-lines-too-much-filler/ ]

In this post, the target keyword term was "laugh line treatment," The topic concept that I generated was intended to raise a question that would interest anyone who is considering a procedure to fill their laugh lines. 

(2) How Botox and Other Procedures Are Becoming More Popular As Holiday Gifts

[ www.finetouchdermatology.com/holiday-gift-ideas-los-angeles-botox-dermal-fillers/ ].

The keyword, "Botox" is highly competive. However, in this blog post, the injectable is tied to the social conversational topic of holiday gifts. It also includes reference to celebrities like Simon Cowell who has given Botox vouchers as gifts. 

(3) Should You Use A Heated or Manual Curler After Your Eyelash Hair Transplant

[ www.finetouchdermatology.com/eyelash-transplant-grooming-heated-manual-lash-curlers/ ] .

The clinic offers eyelash hair transplant procedures. And therefore, this is another term that was targeted for SEO. Women who opt for longer lashes will also need a method to keep them curled. Nowadays, there are heated curlers offered as an alternative to the manual devices sold at most drug stores. This post not only targeted the keyword phrase, eyelash hair transplant, but also to pose an intriguing question to women who are interested in this surgery. 

Content Structure and Hierarchy

An important aspect of onsite SEO is a well organized site structure. This includes the primary, authoritative content (usually related to the the tabs along the main navigation). These pieces are linked to sub-categories of other content within the site. And the secondary content is linked to a teriary tier of content, and so on. 

At the clinic we made efforts to strive for this ideal. However, there was a tremendous amount of content which had been created over the years. Therefore, creating the perfect hierarchy remained as an ongoing project. 

Both the hair transplant site and the (female oriented) cosmetic procedures site had main authoritative articles. Each one was centered on a particular offering made available by the clinic, or a target keyword phrase. Here are examples of content pieces that I wrote for both sites.

The target phrase was clearly included in the title. And it was also included either directly or indirectly (i.e. minor variations)in the H2 headers of each piece. Additionally, LSI and more contextual phrases were used with natural, but deliberate regularity throughout each article. 

Hair Transplant Authoritative Articles

(1) Scalp Micropigmentation 

[ www.dermhairclinic.com/scalp-micropigmentation-smp-via-trichopigmentation ]

(2) Eyelash Hair Transplantation

[ www.dermhairclinic.com/eyelash-hair-transplant/ ]

Cosmetic Procedures - Authoritative Articles

For this site, I wrote all of the service page content and authoritive articles. Here are three examples:

(1) Lip Enhancement Services

[ www.finetouchdermatology.com/lip-enhancement-services/ ]

(2) Acne Services

[ www.finetouchdermatology.com/acne-services/ ]

(3) Non Surgical Nose Job Services

[ www.finetouchdermatology.com/non-surgical-nose-job-services/  ]

For this particular site, we started the process of adding a secondary tier of links to related articles at the bottom. Although I had completed several pages, many of these link sections seem to be missing when I revisited the FTD site. 

Implementing  Contextual Anchor Text 

Based on requests from the clinic, I created unique anchor texts ( for links within the onsite articles and posts)  that reflected subtle, but contextually relevant variations in format and wording.  However, I also retained the original, exact phrase keyword throughout other pieces. 

Meta-Content

Every onsite article and blog post for both sites was extensively optimized through the inclusion of highly descriptive and contextual metacontent for both text and images. Whereas it is a common tendency to simply use a standard set of keyword phrases, I was able to implement a much higher standard by creating more detailed metacontent. I made sure to reference specific elements of the content which might be of interest to the end user. 

For example, within an alt-text field for a patient image, I might use a phrase like "hairline transplant before and after 1500 grafts," as opposed to FUE hair transplant. 

Meta content areas that I consistently populated for the text body included:

(1) description

(2) tags

(3) SEO title

Secondly, I included carefully chosen featured images for every blog post and article. This required another set of meta data which included:

(1) description

(2) alt text

(3) image title attribute

Thirdly, every content piece had between 1-3+ images embedded within the body itself. Each image was also optimized to include contextual information for:

(1) image description

(2) alt text

(3) image title attribute

Again, my intention for populating meta content was to avoid the use of generic keyword phrases, but to add contextual information that highlights unique points of the article, especially if it is something that a user may conduct a search for. 

While working on both sites, I used the following tools very extensively to identify SEO errors (i.e. meta content, headers, links, content issues such as duplicates and lengths and image issues)

(1) Raven Tools

(2) Google Webmaster Tools

(3) Bing Webmaster Tools

MISC

Miscellaneous onsite SEO optimization areas that I worked on included redirects and the consolidation of redundant content on the site