"White Paper" First Surgical Ranking for Plastic Surgery

Quality ranking and marketing on top search engines and directories is a fundamental component of any Internet Advertising Strategy. Generally speaking, the competitive market for your professions' keywords, procedures, and region can be fierce, and what has worked today may not be effective next week! In addition, many "technicians" in the field utilize unethical strategies that can have your site permanently removed from search engines who determine that you are breaking the rules.

1st Surgical Ranking (MarketingPlasticSurgery.Com) Provides:

• ·Completely ethical and ground-breaking techniques for effective search engine exposure
• Ongoing oversight to keep our surgeons on top when the search engine algorithms and guidelines change or when the competition broadens
• Cutting Edge keyword selection strategies to target profitable traffic
• Performance can be Backed by Data and Statistics
• Hone your traffic and user conversion strategy
• Strategies to protect your code and investment from the competition

We seek out targeted plastic surgery markets and customers for effective traffic to your site. Many webmasters and ranking services do several things:

1. Diliver bogus traffic that gives the appearance of site popularity and success
2. Submit your site only to "free" search engines and keep the money that you intended to have spent for forced placement.
3. Try and debate the strategies of all other firms and try to convince you that they are doing a good job based on their weak performance.
4. Try and prevent you from obtaining professional help in this area. **If your guy has had over 3 months to deliver 1st tier results, then he or she should be evaluated or fired!
5. Give you a "pretty" web design that loads slowly so that visitors don't stay on your site.

Search Engine Procedure, Process and Techniques
There are several distinct steps to the search engine optimization process:

Competitive Intelligence and Benchmarking

· What are the top firms doing?
· How are they obtaining success?
· Understanding the Surgery Practice, Terms, Staff, Price, and Services.
· Understanding what customers seek
· Full understanding of the language of cosmetic procedures
· Linguistics and Search Term Logic "The customer mentality"
· Our firm already represents Plastic Surgeons Nationwide

Analysis, Technique, and Strategy

· Detailed list of top five and twenty search engines and directories
· Fundamental list of primary competitor's rankings ranking and strategy
· Evaluation of current link popularity (a factor used by many engines that improves rank)
· Research of you web content (visible, such as page headers and html text)
· Assessment of hidden code and content that you can not see
· Web content and web image innovation and optimization

Course of Action "Proactive Steps"

· Possible selection of new domain/s and url/s
· Submission to top twenty search engines and directories
· Mass submission to 50 additional engines and directories
· Hand-submission to select engines and directories
· Efficient flow-through instructions for existing designer
· Pay for Performance Alternatives
· Effective link listing campaign to increase link popularity

Oversight and Sustaining Your Success

· Monthly ranking and performance reporting
· Proactive monthly traffic analysis and communication with your staff.
· Ongoing site promotion and innovation.
· Re-listing of your site to engines that have lost your listing
· Continuing changes to site to adjust for search engine rule changes
· Constantly looking for new search engines and ways to promote your site.
· Management and maintenance of a "pay-per-performance" campaign

Search Engine Facts and Fiction

To help further understand search engine optimization and management we have assembled a list of common lies about search engines. Please feel free to contact us if you have any questions about anything you read here.

Fiction and Outdated Information: The key to optimizing my web site is simply using meta tags.
Reality: The meta tag code has become less important in the recent years due to constant abuse by web designers. Overall, search engines such as Google ignore these tags completely, and directories such as Yahoo don't use them as a primary source of ranking.

Fiction and Outdated Information: Cloaking your meta tags and keywords is the key to success.

Reality: Cloaking may cause more damage that help. After a few days or weeks of success, you rankings may be downgraded due to the use of the underhanded tactics.

Fiction and Outdated Information: I will have to abandon my flash site or heavy graphics site to achieve high rankings.
Reality: Search directories and engines observe quality content in the form of real text, and can be confused by Flash and heavy graphics. We have many trade secrets and cutting edge methods to bring traffic to your flash sites. Moreover, we have techniques to improve the code and content of your sites without losing your flash and graphics.

Fiction and Outdated Information: Buying software that submits my site to hundreds or thousands of engines will help me to gain traffic.
Reality: Over 95% of all search engine traffic is generated from the top 15 search engines (Neilsen Netratings). Most of these extra "submits" are to Free For All (FFA) sites, which place your link on their page temporarily in exchange for an email address to which they can send unsolicited mail. Additionally, Altavista, Hot Bot, Wise Nut, and many other sites have stopped allowing automatic submissions. Hand submission is the only reliable method for high-ranking results for many engines.

Fiction and Outdated Information: My webmaster says that expensive search engine ranking companies are a waste of money.
Reality: If your webmaster is not producing results, what are you waiting around for? Some of our clients are getting HUGE increases in profits and customers per month. Most plastic surgery patients will spend 4000 dollars or more per surgery. Even if you only received 3 extra clients per month from our services, what would that be worth to your practice. In sum, if you are not getting any patients from your internet marketing and website, somebody is not doing their job, and if your not getting the business, someone else is.

Fiction and Outdated Information: Once my site is optimized and listed on some sites, I can detach from the process, and it will take care of itself..
Reality:

·It is imperative that your site be monitored and constantly improved in order to maintain and sustain your exposure.
·Your site can be dropped from the listings on an engine for several reasons. For example, if one of your staff members submits your site several times while your marketing firm does the same, you may be penalized for over-submission and removed.
·

• Link Popularity can be lost very quickly
• Competition can push your site out of the best search term ranking
• New popular surgery or procedures must be targeted
• New pictures, new board certifications, and new content must be accommodated
• Your code can be deleted by a staff member or webmaster who doesn't know about your code enhancement.
• Algorithms and ranking variables change every day
• Search engine partners can change at any time
• Some search engines have gone to pay for force placement which requires you to have a qualified e-commerce consultant to list your site or have it spidered.

Not until you have great ranking for several terms, regions, procedures, you are still at risk of not receiving quality traffic that converts to consultations and paying customers.

Fiction and Outdated Information: All search engine marketing companies are the same.
Reality: Many companies who call themselves "specialists" are only using old software to do all of the work for you, which is almost never effective. Furthermore, some companies will use unethical tactics or "spam" the engines for a short-term result, putting your long-term objectives at risk. Additionally, some ranking companies will not illuminate performance capacities. While no company can offer perfect results, the firm that you select must have experience and proven success stories.

Fiction and Outdated Information: "Doorway" web pages are an effective way to drive traffic to my site.
Reality: Such tactics, once effective, will now get your site penalized by most free engines. They were called "doorway" pages simply because the sole purpose of the site was to steer users to the main site. Unfortunately, this method was abused by many webmasters, who submitted hundreds or thousands of such pages. Now, you must understand the rules, strategy, and the law before engaging in this type of promotion.

MPS MarketingPlasticSurgery,com is a registered e-commerce consulting firm. MPS is also the exclusive search engine partner of the American E-Commerce Association.

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