Want More Patients? Rejuvenate the Face of Your SEO

In this SEO audit, we reviewed the online performance of Rejuvenate The Face, a plastic surgery practice owned by Dr. Hani Rayess. Though the practice has seen SEO success, certain areas rely on spammy tactics that risk long-term sustainability. In this audit, we will explore Google search rankings, site performance, and SEO best practices to enhance the website’s overall visibility and trustworthiness.

SEO Breakdown for Rejuvenate the Face

The website https://www.rejuvenatetheface.com uses Weebly, a platform with restricted SEO capabilities. Transitioning to WordPress will unlock advanced SEO features, improve content optimization, and significantly boost the site’s speed, a critical factor for user experience and conversions.

The business has a low domain rating of 8, indicating a lack of trust from search engines. However, it is dominating keywords like ‘facelift Tampa’ and related terms, ranking for a total of 751 keywords.

For example, I searched Tampa for “facelift,” using a 5×5 grid to check performance across various locations. The results came back strong across the board—lots of green, which means they rank well in all those areas.

The keyword difficulty is only a 2 out of 100, so it’s not tough to rank for, but they’re still doing a good job. The search volume is medium, which is typical for a local business.

They’re starting to rank for “hair transplant,” which is a new service they’ve just started offering. It’s a good sign they’re expanding into that area. When evaluating the keyword competition for this plastic surgery business, I see that many of the terms they’re targeting have low difficulty, often around two or one.

There’s a notable lack of quality content for keywords like “Tampa rhinoplasty,” leading to a lot of low-quality forum and comment spam. It’s akin to winning third place in a beauty contest with only a few contestants.

Tampa is a smaller market compared to Miami, which allows this business to rank fairly well, even with average SEO efforts. For instance, “Plastic Surgeon Tampa” is slightly more competitive than “Facelift,” but many local competitors aren’t performing well either.

The website has service pages for various procedures like lip lifts, chin implants, and neck liposuction, but it is not ranking well for these yet. They’re missing location-specific service pages. It looks like their SEO guy is trying to work around that by including “Tampa” in the titles, which makes sense. Tampa is a smaller market compared to somewhere like Miami, so focusing on it as a single geolocation is a smart move.

Trust comes from backlinks, which are like votes of confidence from other web pages. They have 6,200 links from 115 domains, but most of those links pass only a little authority. For instance, if they’re quoted in a local newspaper or donate to a nonprofit, those links are valuable because they come from high-trust sources. Search engines view these links as difficult for spammers to fake.

Some of their links come from random sites—like a photography blog that has a link to “micro needling hair transplant Tampa.” Their SEO guy has been active in this area. While buying links from low-authority sites can still yield some results, Google is cracking down on such practices due to various updates.

For example, one of the links I found was from a business message board called Tanzania National Business Portal. It’s loaded with autogenerated content, which raises red flags. Some posts talk about random topics, like homework help or medication effects, that have no relevance to their services.

This type of link-building might work for now, but it’s a risky strategy. They need to be cautious about being associated with these irrelevant and low-quality sites. Their SEO guy might argue that it works, and yes, it can deliver short-term results, but it’s not a sustainable long-term approach.

When people search for Hani Rayess, the first thing that appears is the Google My Business profile (GMB). This is a positive start, but the profile isn’t fully optimized. The business hasn’t filled out critical sections, such as products and services, and the Q&A section is missing.

The business has about 45 Google reviews, but recent reviews are lacking, impacting credibility. No new reviews have been received in the last six months, making the business appear less active or trustworthy.

His Instagram with 10,000 followers is strong, especially for boosting posts. But he uses a lot of hashtags on Instagram, that’s just hashtag spam. It doesn’t make sense, and it doesn’t drive traffic. It used to work on TikTok and Twitter, but it doesn’t anymore.

Social media content should align with the 3×3 video grid framework:

• Why: Share the real patients stories to build authority.
• How: Answer frequently asked questions to showcase the expertise.
• What: End with a strong call to action, like booking a consultation.

They have the Facebook pixel set up, but it doesn’t seem to be driving any traffic.

They have tried remarketing, but the health sector is very strict. Many ads get rejected. For example, Google rejects its attempts to retarget people, likely because of the numerous before-and-after images, which often lead to instant rejections. They might need to create a separate landing page for that, distinct from the main website.

Most of his blogs aren’t ranking because they lack trust and backlinks. Adding videos, before-and-after photos, and embedding personal stories will strengthen the content and build credibility.

To make your content more valuable and effective, it’s essential to avoid spam-like posts and autogenerated content. Simply using ChatGPT or similar AI to generate articles isn’t enough. For Google to trust your content, you need to add personal elements—your name, your experience, and unique touches that AI can’t replicate.

The business drives enough signals to maintain a decent ranking, but that doesn’t mean its SEO strategy is particularly strong. They’re essentially competing in a lower-stakes environment, akin to Little League baseball, where they only need to win in their city.

If they were based in New York City, they wouldn’t have the same luxury; the competition there is fierce. However, since they are in Tampa, their current SEO approach has shown results, even if it relies heavily on spammy tactics.

Comprehensive Recommendations for Rejuvenate The Face

Improve Google and Facebook ads, social media presence, and website performance.

Create a separate landing page that complies with ad policies by excluding before-and-after images. Use this page for Google and Facebook remarketing campaigns to avoid rejections.

Broaden the scope of keyword targeting. Include terms like specific procedures combined with geographic locations to capture local search intent (e.g., “breast augmentation [city]”).

Complete the Google My Business (GMB) profile, filling in all sections.

Increase the number of reviews to enhance credibility.

Ensure consistency in business name, address, and phone number (NAP) across all listings (Yelp, Facebook, etc.) to avoid hurting search visibility.

Claim profiles on all platforms, even if not actively posting, to create a cohesive online presence and boost credibility.

Aim to appear in the Google Knowledge Panel, showcasing relevant business information, videos, and stories.

Create short, one-minute videos answering common “People Also Ask” (PAA) questions, such as “What do I need to know about a facelift?”. You can use any recent iPhone model, like the iPhone 13 or 14, for recording. Ensure to use good microphones, as poor audio ruins the video quality.

Cross-post these videos on platforms like YouTube, Facebook, Instagram, and embed them on your website. Use techniques like the “dollar-a-day” strategy to boost visibility.

Repurpose video content into various formats, such as transcriptions for blogs, GMB, eBooks, or articles. Embed YouTube videos on relevant pages for improved SEO and longer site visits.

Focus on creating high-quality content and building relationships with authoritative sites, rather than purchasing links.

Train staff to ask for reviews immediately after a successful patient interaction. Reward them with $20 per review to increase the number of genuine reviews. Reviews should mention the specific procedure and location (city) for better relevance in search engine results.

The current limitations of AI technology highlight the importance of authentic content. While AI can generate videos and utilize deepfake technology, nothing matches the genuine connection that comes from personal engagement. You must create conten which enhances your connection with viewers and builds trust.

Ready to take your website to the next level? Join Office Hours now for expert insights and actionable tips. Fast, efficient, and game-changing—let’s get started!