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SEO for Plastic Surgeons is Declining

If you noticed a significant reduction in your organic traffic and leads recently, you’re not alone. Google just completed rolling out the largest algorithm update in the company’s history.


However, many are complaining their website is being outranked by spam and/or plagiarized low-quality AI content. This abuse is manipulating search rankings and making it challenging for google to deliver accurate results (and for your website to rank).

It seems Google is unable to reliably tell the difference between human-generated and generative AI content. So marketers are having a field day exploiting AI to try and commandeer rankings.

By clogging up the internet with keyword-stuffed junk, they’re making it tougher and more expensive for Google to separate the good from the bad content. Crawling the web is expensive, so crawling junk is flushing money down the drain.

To help understand what is happening, I read this excellent article in Fast Company entitled:

How Generative AI is Clouding the Future of Google Search

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The article discusses the challenges Google is facing with the fast growth of generative AI and its impact on search engine optimization (SEO).

Click Here to read the entire article.

My colleague Clark Mackey, SEO specialist and co-owner of Cake Websites and More was quoted in the article as saying,

“The tools have improved, but there are so many potential failure points that SEO has actually become much more challenging and nuanced.”

Since this affects you big time if you are attempting to attract new cosmetic patients via organic SEO, I did a summation of the key points here, as well as recommendations to help you rank.

Main Points

  1. Google’s algorithm updates: Google has rolled out its largest algorithm update in history to combat spam and AI-powered SEO, but experts say it’s not enough.
  2. Search marketing experts’ concerns: Experts are worried about the impact of AI on search results and the ability of spammers to manipulate rankings.
  3. Google’s reliance on ad revenue: Google derives over 75% of its revenue from ads on search engine results pages, making it vulnerable to fluctuations in search volume and ad revenue.
  4. Generative engine optimization: A new form of SEO, generative engine optimization, is emerging, which involves optimizing content for large language models like ChatGPT.
  5. Diversification of search traffic: With the rise of alternative search engines such as ChatGPT, Bing, Reddit and social media platforms, businesses are advised to diversify their search traffic to reduce reliance on Google.

What Plastic Surgeons Can Do To Rank SEO Organic:

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  1. Focus on high-quality content: Create informative, engaging, and trustworthy content that provides value to patients.
  2. Optimize for human-generated content: Use natural language, statistics, and authoritative tone to make content more likely to be cited by large language models.
  3. Diversify search traffic: Use social media, email marketing, and other channels to drive traffic to your website.
  4. Monitor and adapt to algorithm updates: Stay up-to-date with Google’s algorithm updates and adjust your SEO strategy accordingly.
  5. Prioritize patient experience: Focus on providing an excellent patient experience to build trust and loyalty, which can lead to positive reviews and word-of-mouth referrals.

Here are examples of high-quality content I recommend you consider adding producing so Google sees you as a viable search result:


  • Google likes content from sources that are more likely to be human generated content such as Reddit and Quora forums and discussions.

Knowing that, you could jump into a conversation about plastic surgery the audience is having to offer advice (just like you did on RealSelf).

  • The use of quotations, statistics, and writing in an authoritative tone made content more likely to be cited in responses generated by large language models like ChatGPT.

Knowing that, you can upload your research papers on your website, write press releases, share them on social media, and send links to your patients who can also spread the word.

If you believe you should diversify to drive prospective patients to your website, so you are not relying too heavily on organic search traffic, Click Here for a 30-minute complimentary strategy call to discuss the details.

catherine-maley-book- 1


A Complete Guide to Understanding Your Aesthetic Patient and Growing Your Aesthetic Practice. Catherine Maley, MBA went straight to the aesthetic patient to get the answers you need to succeed with your patients.



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