SEO for dermatologists: medical authority first, cosmetic second

Why health content is judged harder

Google describes health pages as a topic where mistakes can hurt people, so it looks for signs of experience, expertise and trustworthiness. For a dermatology practice that means named clinicians, their qualifications, a review date, and sources a reader can check. Anonymous pages with generic text, or pages that copy a patient leaflet, rank badly.

It also means the site should not promise cures. A page on acne explains causes, options and when to see a specialist. It does not claim a result.

Wait times are a search driver in many markets. Where an appointment with a specialist takes weeks, patients search for faster routes such as a skin check clinic or a teledermatology service. If you offer shorter waits, state realistic times, update them often and avoid wording that suggests a medical emergency service unless you provide one.

Two audiences, two page families

Medical pages build the trust that lifts the cosmetic pages. See the parent SEO services page for how internal links join them.

Pricing for cosmetic work follows the same logic as other consumer services. A page with a consultation fee and typical session ranges, labelled as a guide, attracts patients who are ready to book. Medical care covered by insurance needs different handling, with a plain note on referrals and plans.

Clinical review and sources

We write drafts, and your clinician reviews and signs each page. The page shows the reviewer, their role and the date. Where we mention evidence, we link to reputable sources, such as national health services or professional bodies. The NHS site, for example, is a good public reference for plain-language conditions. We do not copy their text; we write our own and cite theirs where useful.

Photos need extra care. Images of skin conditions can be sensitive and must be used with written consent. Stock photos of rare conditions on people with different skin tones help patients recognise their own situation, and we encourage the practice to show a range.

Advertising and privacy rules

Cosmetic procedure advertising is regulated. In the UK, the ASA and the CAP code restrict ads for prescription-only treatments; in the US, the FTC polices health claims and state boards add their own rules; Australia's AHPRA has detailed advertising guidance for regulated health services. Check your professional body before we publish procedure claims, offers or before and after images.

Patient privacy follows the same pattern as other clinics. Keep public forms short, avoid collecting symptoms in plain forms, and keep health details inside a secure patient system. In the US, HIPAA applies; in the UK and Ireland, GDPR treats health data as a special category.

We also check that the site works well on a phone, since many people search for a skin concern late in the evening on a mobile, and that medical pages are not buried under popups or promotions.

How the work runs

1. Call with the lead dermatologistWe define the conditions and procedures you want more of and who will review pages.
2. Content planA list of condition and service pages in order of patient need and revenue.
3. Draft, review, publishEach page is checked by a clinician and dated.
4. Annual reviewClinical pages are rechecked each year because guidance changes.

Price guidance

Projects start at $1,500 and our rate is $30 an hour. A small practice with a dozen condition and service pages sits above the base, because clinical review takes your time more than ours. Larger libraries or a rebuild cost more. A fixed quote arrives within one working day of a short call. Related: cost of SEO and SEO for doctors.