Dermatology SEO & How We Helped a Dermatology Practice Reach Page 1 for Botox in Indianapolis
When a dermatology practice in Indianapolis first came to us, their website was doing almost nothing for their business. It was basic, unoptimized, and invisible to Google. Today, after focused dermatology SEO work, that same practice ranks on page 1 for Botox, acne treatments, hyperpigmentation, Mohs surgery, and dozens of other high-value searches.
This is the story of how we got them there, and why effective SEO for dermatology practices is less about quick wins and more about a consistent, strategic partnership.
Where They Started
Ten years ago, the practice’s website checked every box in the “what not to do” column of digital marketing. It wasn’t mobile-friendly, which meant patients searching on their phones — an increasingly large percentage of all searches — had a poor experience. The site had no meaningful SEO. Treatment pages were thin, generic, and written without any consideration of how patients actually searched for those services. And the practice’s Google Business Profile? Largely untouched.
The result was predictable: they weren’t ranking. In a city like Indianapolis, where patients have no shortage of dermatologists to choose from, being invisible on Google is the same as being out of business to a significant portion of your potential patient base.
They needed more than a few tweaks. They needed a full digital rebuild and a long-term partner who would stick with them as the digital landscape evolved.
The Foundation: A Website Built to Rank, With a 1000% Traffic Increase
The first thing we did was tear down and rebuild their website from scratch. Not just for aesthetics, but with dermatology SEO and user experience at the core of every decision.
We made the site fully mobile responsive. This was critical at a time when Google was increasingly factoring mobile usability into its rankings. We rewrote every single treatment page with search intent in mind, crafting content that matched the way real patients in Indianapolis were actually searching for dermatology services. Generic copy got replaced with specific, locally relevant, keyword-informed content that spoke directly to prospective patients while also signaling relevance to Google.
The results were immediate and dramatic. Once the rebuilt site went live, the practice saw a 1,000% increase in website traffic — not gradually over months, but right away. That kind of jump doesn’t happen by accident. It happens when you go from a site that Google can barely read to one that speaks Google’s language fluently.
Staying Ahead: Three Website Rebuilds Over Ten Years
Here’s something most digital marketing clients don’t fully appreciate: the internet doesn’t stand still, and neither does Google. What ranked in 2015 doesn’t necessarily rank today. Algorithms change. User behavior evolves. Mobile-first indexing became the standard. Page speed and Core Web Vitals became ranking factors. Design expectations shifted.
That’s why we’ve rebuilt this practice’s website three times over our decade-long relationship — each time modernizing the design, improving the structure, and realigning everything with current best practices.
The most recent rebuild focused on a mobile-first architecture, reflecting the reality that the majority of search traffic now comes from mobile devices. Google indexes the mobile version of your site first. If your mobile experience lags, your rankings suffer, no matter how polished your desktop site looks. By staying ahead of these shifts rather than reacting to them after the fact, our client has been able to maintain and grow their rankings rather than watching them erode.
Google Business Profile: The Local Search Multiplier
Maintaining your Google Business Profile aids Google Maps
For any practice with a physical location, Google Business Profile (GBP) is one of the most powerful and underutilized tools in digital marketing. It’s what drives the map pack results that appear at the top of local searches. It’s what potential patients see before they ever visit your website.
We didn’t just set up our client’s profile and walk away. We optimized it thoroughly and have maintained it consistently ever since. That means keeping information current and managing the profile as an active, living part of their digital presence. A well-maintained GBP signals to Google that a business is active, credible, and relevant — all factors that influence local rankings.
Content That Matches What Patients Are Actually Searching For
Ranking for the right keywords doesn’t start with guesswork. We use Google Trends to analyze what people in the Indianapolis area are actually searching for, giving us real data on local search behavior. That intelligence drives our content strategy.
When we identify that searches for a particular condition or treatment are rising in the area, we draft blog content around those keyphrases. This kind of timely, relevant content does double duty: it helps the practice rank for a broader set of searches while also demonstrating expertise and building trust with prospective patients who find the articles.
We also regularly revisit and refresh the practice’s treatment pages. This isn’t busywork; Google rewards fresh, updated content. A treatment page that was written three years ago and never touched again slowly loses its edge. By keeping those pages current, we signal to Google that the site is actively maintained and that its content remains relevant and reliable.
The Reviews Strategy: Trust Signals That Move SEO Rankings
One of the most impactful things we did had nothing to do with code or copy. We trained the practice’s team on how to consistently and effectively ask patients for Google reviews.
Reviews are one of the most significant trust signals in local SEO. They influence whether a potential patient chooses your practice over a competitor, and they factor into how Google ranks local businesses. A steady stream of authentic, positive reviews doesn’t just look good; it actively improves your visibility.
By giving the team a simple, repeatable process for generating reviews, we helped build a profile that now signals credibility to both Google and the patients who are doing their research before booking an appointment.
The Results: Google Page 1 Across the Board
Today, our client ranks on Google page 1 for a wide range of searches that matter to their business, including cosmetic treatments like Botox, skin conditions like acne and hyperpigmentation, and high-value medical procedures like Mohs surgery. These aren’t vanity rankings. They represent real patients finding this practice instead of a competitor, booking consultations, and becoming long-term patients.
This didn’t happen because of one clever trick or a single campaign. It happened because of consistent, strategic effort over the years — rebuilding when the landscape demanded it, maintaining what was working, and never treating SEO as a “set it and forget it” exercise.
What This Means for Your Dermatology Practice
If your dermatology practice isn’t showing up on page 1 for the treatments you offer, you’re leaving patients and revenue on the table. The good news is that with the right dermatology SEO strategy and a committed long-term approach, the kind of results our Indianapolis dermatology marketing client has achieved are within reach.
The question isn’t whether SEO for dermatology practices works. It does. The question is whether you have a partner who knows how to execute it — and who will still be refining and improving your digital presence ten years from now.
That’s what we do.
Get Started With Our Dermatology SEO Services and Own Page 1 in Your City
If your competitors are outranking you for Botox, acne, or any other treatment your practice offers, that’s not a permanent situation — it’s a fixable one. We’ve done it before, and we can do it for you.
Whether you’re in a major metropolitan area like Chicago, Denver, or San Diego, or in a smaller suburban area, the right SEO strategy will help you rank well, drive more traffic, and convert more visitors into leads.
Request a free audit, and we’ll show you exactly where your digital presence stands, what’s holding you back, and what it would take to get you to page 1. No fluff, no obligation; just a clear-eyed look at your current rankings and a roadmap to improve them.
Your patients are searching right now. Let’s make sure they find you.
