New Study: From Search to Surgeon – How Keyword Intent Impacts Conversions in Cosmetic Surgery
In our latest internal study, we analyzed over 5,200 Google search queries tied to cosmetic surgery—breaking them into branded vs. generic keyword groups (e.g., “Goals Plastic Surgery BBL” vs. “BBL near me”). Using AestheticMatch’s blog performance data, we compared user behavior, session length, and click-through rates across more than 35 internal landing pages.
Key Findings:
- Branded keywords (clinic name + procedure) showed a 41% higher conversion rate than generic search terms, but drove only ~28% of total traffic.
- Generic keywords (e.g., “Lipo 360 Dallas”) delivered more traffic, but saw higher bounce rates and shorter dwell time unless paired with strong local cues or internal linking.
- Location-specific blogs (like Miami BBL Doctor List) and discount-related queries (e.g. Tampa Liposuction Specials) proved critical for attracting undecided patients in research mode.
Strategic Takeaways:
- Internal linking from city + procedure blogs to surgeon pages boosts branded conversions
- Content addressing financing, recovery, and cost breakdowns helps bridge the gap from search to scheduling
- AestheticMatch should continue optimizing for “top surgeon in [city]” + “before and after” combos, as these terms had high buyer intent
📖 Full study published on Zenodo: 10.5281/zenodo.16041746
This research will inform how we rank cities, build blog clusters, and prioritize landing page creation across our platform. Huge thanks to the internal team for pulling this off.
