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PRACTICE MANAGEMENT | WEB MARKETING | The microsite you develop may be


linked to your main or parent site, so these sites can create better traffic from all the internet sources to your main site. Each microsite is intended to target a specific practice area with attention to your top- level keywords for a specific campaign. As a microsite is often designed to target only one primary search term, it can move quickly up the search engine rank for the primary term you select. Typically, a microsite will reside on the same server and has a similar look and feel in terms of branding, imagery and design of the main site with which it is affiliated. However, in some cases, it may be more viable for the design and navigation of a microsite to differ slightly from your main site. One commonly used example is to


By creating a


forward-thinking microsite that has great content and addresses an important topic, you will begin to


emerge as a thought leader in your field.


market to a specific group of potential patients, such as Spanish or Russian speaking clients, men, teens, or skin of colour. In this case, it may be wise to develop a microsite that is linked to the landing page of your main site to drive traffic, as well as building a unique URL or domain for that page. As an example OxfordClinic.com <http://xyzclinic.com/> vs. Oxfordclinic enespanol.com <http://xyzclinicenespanol. com/> , or Oxfordclinicformen.com.


Procedure-specific content Another great reason for a microsite is to establish your clinic as an innovator in aesthetic medicine. By creating a forward-thinking microsite that has great content and addresses an important topic, you will begin to emerge as a thought leader in your field. A microsite enables you to position yourself as an expert in a specific procedure category. You can enhance your authority to targeted customer segments by demonstrating your special interest and expertise in the procedure. The microsite helps to establish your clinic as a leader in the market and your community. In addition, because visitors have most likely found your microsite while looking for a specific procedure in your geographic location, they are considered highly qualified clients. By providing valuable procedure-specific information, a related photo gallery, unique videos and content, visitors will identify your clinic as an established leader. One strategy is to create many


microsites that point to your main site to increase search engine ranking. Another option is to have a few larger sites for specialised areas that contain a steady supply of updated content. For example, you may want to identify two or three key areas of practice that you are willing to invest in more substantially to grow. These might include categories where there is less competition in your geographic region to allow for a higher return. From a purely search engine


optimisation (SEO) point of view, some web marketers may suggest that it is better to have all content and links concentrated on one domain name, as in your primary clinic site. However, there are logical commercial reasons behind creating other sites for branding requirements and to compartmentalise your clinic for expansion. For example, if your clinic specialises in body treatments, you may opt to add a microsite for facial procedures. A common tactic for cosmetic surgeons is to have a main site promoting surgical and invasive procedures, with a microsite for a medical spa brand within the clinic, offering light- based treatments, skin care programmes, peels, and microdermabrasion. An effective microsite marketing


strategy should include domain names that have popular search phrases used by


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