SEO And CRO Alignment For Bariatric Practices

When it comes to CRO and SEO, these are two online marketing concepts that you need to be using in your healthcare organization. This is particularly true when it comes to bariatric surgery practices. After all, in 2023 and beyond, more and more of your potential patients are going to find you online rather than in person.

So keep reading and we’ll discuss integrating SEO and CRO for healthcare marketing when you have a bariatric surgery practice. That way you can continue to grow your organization and help more people while maximizing your ROI.

Read More: Boosting Your Website’s Conversions

The Difference Between CRO And SEO

Bariatric SEO 101

At its heart, SEO stands for Search Engine Optimization. And the reality is that Bariatric surgery SEO is all about organic online marketing instead of paid avenues. That means instead of spending money on advertisements, you focus on producing content that can rank you higher in the search engines.

While you, of course, must invest in the right strategy and content creation, you won’t need to pay for advertisements to stay top of mind. Instead, all of your initial investments in terms of time and effort will pay you dividends well into the future.

An example of SEO is creating a blog post, such as the one that you’re reading right now. While you only must create it one time, it will continue to grow and bring traffic to your website.

Imagine creating content around the keyword, “How to lose weight with bariatric surgery,” for instance. If you create several blog posts and articles with similar themes, the type of people who would be most interested in your medical services will be able to find you.

And you won’t need to pay Google a large sum of money every time they click through to your website.

That’s because Google understands that they should deliver the most relevant and helpful content to users as they’re searching. So you can stay on topic, on brand, and ultimately help more people while spending less money.

Bariatric CRO 101

CRO stands for Conversion Rate Optimization. While SEO and CRO are very heavily linked and provide similar outcomes to your business, they actually refer to two different strategies.

Whereas SEO can be seen as more of a top-of-the-funnel strategy, CRO is all about converting at every step throughout your funnel, and oftentimes at the bottom of the funnel. When we say this, we mean the purchasing part of the customer’s journey.

So whereas SEO might be focused on getting people to click through to your website in the first place, CRO tends to focus on users responding to your call to action — such as booking a consultation or purchasing a product or service.

CRO can include things like buttons, colors, length of text for different sections, headers or paragraphs, navigation panels, and more. The key to CRO is to continually test your website to see which variations and design choices contribute to the most optimal flow.

In other words, “What is the best way to set up your business’s website so that qualified customers book consultations and sign up for your services at the highest rate?”

The Difference Between CRO And SEO

Whereas SEO is strictly focused on search engines and organic rankings within them, CRO can be applied across SEO or even paid advertising. CRO is more of a generic strategy that encapsulates any kind of marketing where conversions are taking place.

For CRO to be effective, you must be able to track your results. This means tracking specific clicks, purchases, and other behavioral metrics. While there are specific differences in these two arts, they both share the end goal of increasing your online footprint and connecting you to qualified patients.

Get Help With Your Online Marketing Today

You can’t afford to forego the right marketing strategies when it comes to growing your bariatric surgery practice. Using SEO and CRO in tandem is the best way to ensure that you’re maximizing your spending while broadening your reach.

You want to be able to have the best health outcomes for all of your patients and also reach more people in the first place.

So leveraging the techniques mentioned above will help you do both simultaneously. And of course reach out to a Bariatric Audience if you need any consultation or assistance with your online presence.


Jeff Tormey is an SEO expert with a background in Mechanical Engineering from the University of Arizona. He started learning SEO in 2001 out of curiosity and has since used his knowledge to help local, national, and global companies!