Local SEO for dermatologists

Two kinds of patient, two kinds of search

A dermatology practice often serves two audiences. Medical patients search for acne, eczema, psoriasis, rashes, mole checks and skin cancer screening. Cosmetic patients search for Botox, fillers, laser and peels. They behave differently. Medical patients ask about insurance and waiting time. Cosmetic patients ask about price, results and the provider.

Both start on a phone, often with a worry. A person with a changing mole wants an appointment this week. A person comparing laser treatments will read reviews and look at photos for a while. The site must serve each without mixing them up.

Referrals shape the medical side. Many patients arrive from a family doctor, so a short page for referring clinicians, with the conditions you accept, how to refer and typical response times, can matter as much as consumer pages. It also gives other local health sites a reason to link to you.

Pages a dermatology site needs

Clinicians review all medical wording before it goes live, and we show the review date.

Privacy and advertising rules

In the US, a practice that is a covered entity must be careful about tracking tools on pages where patients enter health information. The HHS has issued guidance on online tracking technologies, and forms that collect symptoms or insurance details should not feed ad pixels. We configure analytics to avoid sending health data and use forms from a vendor that signs a business associate agreement where required. In the UK, the ICO and the General Medical Council guide advertising and data use; in Australia, AHPRA sets advertising rules for health practitioners. Check with your lawyer and your professional body.

Cosmetic claims need care. Testimonials and before-and-after images are restricted in some places, and results cannot be promised. We write to your regulator's rules and keep the claims you approve.

Photos on the site need extra thought. Clinical images of skin conditions are health data, and stock photos of perfect skin can mislead. Use consented images, show a range of skin tones, and caption them with the condition and not the patient. Alt text should describe the image plainly for people using screen readers.

Mobile forms should be short. Name, phone, preferred time and a reason category are enough for a first request, with a note that the form is not for emergencies or detailed health information.

Reviews and the map pack

Patient reviews are sensitive. Providers must not disclose a patient's information in a reply, even to correct a false review. We help you write short, neutral replies that thank the person and invite them to call, without confirming that they were a patient. Ask for reviews through a simple link after the visit, and never offer a reward or choose who to ask.

• Primary category Dermatologist, with accurate secondary categories.
• Insurance plans listed on the profile where Google allows.
• Online booking link that opens a secure form.
• Photos of the clinic and team, with consent.

Capacity and wait time

Dermatology waits can be long. Be honest about it. A page that says the next routine appointment is in a few weeks, and explains how to be seen sooner for urgent changes, builds trust and reduces angry calls. Where a practice offers teledermatology or a nurse-led clinic, it deserves its own page.

How the project runs

1. AuditProfile, site, forms and tracking, plus the searches you want.
2. Compliance checkForms, analytics and claims reviewed against your rules.
3. BuildProvider, condition and procedure pages; profile; schema.
4. ReportCalls, bookings and map visibility, without patient data.

The method is the same as our local SEO for dentists work, adapted to skin care. The local SEO page sets out the general approach.

Price

Projects start at $1,500, with a rate of $30 an hour. A single clinic with a few providers is near the minimum. Condition content with clinician review, several locations and compliance work add hours. We send a fixed quote within one working day of a short call. See the local SEO cost guide.