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Dermatology splits into medical care like skin cancer checks, acne, eczema and psoriasis, and cosmetic services like Botox, fillers and lasers, where med spas compete hard. Practices that separate the two in their content, show board certification, and answer insurance and wait time questions win the patients they want most.
How people search for dermatologists
Medical dermatology searches are driven by worry and by referrals. People search 'mole that changed color', 'rash that won't go away' or 'dermatologist that accepts my insurance' and want an appointment soon. Many are sent by primary care doctors. Cosmetic searches like 'Botox near me', 'laser hair removal cost' or 'best treatment for acne scars' are planned and compared across med spas, plastic surgeons and dermatology practices.
'Dermatologist near me' runs about 673,000 US searches in a typical month, rises to about 823,000 in March, June, September and October, and drops to about 550,000 in December. Fall brings back-to-school acne visits and people booking skin checks after summer sun. December slows as people travel, though cosmetic bookings rise before holiday events. Spring brings sun safety and pre-summer cosmetic demand, and May is Skin Cancer Awareness Month, which draws local news interest.
Results include hospital dermatology departments, private equity backed groups like Forefront and U.S. Dermatology Partners, med spas, Zocdoc and Healthgrades. AI Overviews answer many symptom questions directly from the AAD, Mayo Clinic and Cleveland Clinic. Independent practices win in the map pack and on pages about their specific services, providers and insurance.
The biggest SEO challenges for dermatologists
Med spas compete for cosmetic terms
Med spas run heavy promotions for Botox, fillers and laser treatments and often outrank dermatology practices for cosmetic searches. Patients may not realize who performs treatments. Dermatologists need cosmetic pages that make board certification and medical oversight clear, with honest pricing, rather than relying on name recognition alone.
Long wait times push patients elsewhere
Many dermatology practices book new patients weeks or months out. Searchers who see long waits click the next result. Practices that explain new patient access, offer PA or NP appointments, list cancellation lists, or provide teledermatology for certain concerns keep these patients instead of losing them to urgent care or a competitor.
Symptom queries are answered before the click
Google AI Overviews and health sites answer questions like 'what does melanoma look like' directly. A practice blog repeating generic information will not rank or get cited. Content must add local, practical value: what a skin check involves at your office, how biopsies are handled, and when to book urgently.
Before-and-after images and claims risk
Cosmetic results photos need written authorization and must not be misleading. Claims like 'pain-free laser' or 'permanent results' can breach FTC rules and state medical board advertising standards. Many templated practice sites contain these, which also weakens YMYL trust signals.
Quick wins you can ship this week
- Separate medical and cosmetic services. Create distinct navigation and hub pages for medical dermatology and cosmetic dermatology. Patients and search engines can then match intent correctly.
- Show board certification on every provider page. List American Board of Dermatology certification, residency, fellowships like Mohs surgery, and whether PAs or NPs work under dermatologist supervision.
- Publish a new patient access page. Explain current wait times, PA and NP availability, cancellation lists, and which concerns warrant an urgent appointment, such as a changing mole.
- Add a cosmetic price guide. List starting prices or per-unit pricing for Botox and other neuromodulators, filler syringes and laser packages, with a note that consults determine final cost.
- Ask for reviews after skin checks. Annual skin checks are frequent, low-stress visits. Send a review link by text afterward and alternate between Google and Healthgrades.
A 5-phase SEO playbook for dermatologists
Run the phases in order. Each one has a goal you can check before moving on.
01Clinical credibility
Weeks 1-4Goal: Provider credentials, locations and listings are complete and consistent across every platform.
- Audit GBP, Healthgrades, Zocdoc, Vitals, AAD Find a Dermatologist and insurer directories for consistent details.
- Create provider pages with board certification, residency, fellowships, special interests and languages spoken.
- Add Dermatology or MedicalClinic schema with medicalSpecialty set to Dermatologic, hours and insurance, plus IndividualPhysician markup for each dermatologist.
- Set up GA4 conversion tracking for appointment requests and calls, separated by medical and cosmetic pages.
Example: A four-provider practice in Charlotte finds two PAs missing from its website and one dermatologist listed at an old office on Zocdoc. Fixing both and adding schema takes two weeks.
02Medical condition pages
Weeks 5-10Goal: Common medical concerns each have a page explaining evaluation, treatment options and when to book.
- Build pages for skin cancer screening, Mohs surgery, acne, eczema, psoriasis, rosacea, hair loss and hyperhidrosis.
- Explain what happens at an appointment, including biopsy steps and how results are communicated.
- Describe treatment categories like topicals, biologics, light therapy or isotretinoin without promising outcomes.
- Cite the AAD and peer-reviewed sources and show the reviewing dermatologist and review date.
Example: A practice in Denver writes a psoriasis page explaining biologic options, insurance prior authorization and how often follow-ups occur. Referring primary care doctors begin sending patients to the page.
03Cosmetic service build
Weeks 8-14Goal: Cosmetic services rank locally with clear pricing and dermatologist oversight front and center.
- Create pages for Botox and other neuromodulators, dermal fillers, laser resurfacing, IPL, chemical peels, microneedling and laser hair removal.
- Explain who performs each treatment, downtime, number of sessions and starting prices.
- Add authorized before-and-after galleries with treatment details and a results-vary note.
- Write comparison pages such as Botox vs Dysport or IPL vs laser for sun spots.
Example: A practice in Austin builds a laser resurfacing page explaining fractional CO2 versus erbium options, downtime and skin type considerations. It tracks rankings for laser resurfacing cost locally.
04Local authority
Months 3-5Goal: The practice earns local links and coverage tied to skin health and sun safety.
- Offer free skin cancer screenings in May with the AAD SPOTme program or a local event, and pitch local news.
- Partner with outdoor sports leagues, golf courses or lifeguard programs for sun safety talks.
- Contribute expert quotes to local media on topics like summer sun protection or winter eczema.
- Get listed in hospital affiliation directories and state dermatology society pages.
Example: A practice in Tampa runs free skin checks at a beach event in May. A local TV station covers it and links to the practice's skin cancer screening page.
05AI answers and access
Months 5-6Goal: AI assistants cite the practice for dermatology questions locally, and organic bookings are tracked by service line.
- Add concise answers at the top of service pages, like 'How long does a full-body skin check take?'
- Check ChatGPT, Gemini and Perplexity for local dermatologist prompts and note the sources cited.
- Track organic bookings separately for medical and cosmetic services in GA4.
- Refresh condition pages yearly with new treatment options and review dates.
Example: A practice in Seattle finds Perplexity cites Healthgrades for 'dermatologist taking new patients Seattle'. It updates Healthgrades availability, adds a new patient access page and rechecks monthly.
Local SEO for dermatologists
Google Business Profile categories
Pick the most specific primary category, then add secondaries only for services you actually offer.
- Dermatologist
- Skin care clinic
- Medical spa
- Laser hair removal service
- Hair removal service
Directories and platforms worth claiming
- AAD Find a Dermatologist
- Healthgrades
- Zocdoc
- Vitals
- WebMD Care
- RealSelf
- Yelp
- Insurer provider directories
Reviews
- Do not reference diagnoses, biopsies or treatments in replies, which keeps responses HIPAA compliant.
- Ask cosmetic patients for reviews after results settle, such as two weeks after Botox, rather than at the injection visit.
- Encourage reviewers to mention the provider by name, since patients often choose a specific dermatologist or PA.
Local keyword patterns
Swap in your city, neighborhood or ZIP code and build one strong page per pattern that matches a real service area.
dermatologist [city]skin cancer screening [city]botox [city]mohs surgeon [city]
Technical SEO and schema
Medical schema
Use the Dermatology type (a MedicalBusiness subtype) or MedicalClinic for the practice, with medicalSpecialty set to Dermatologic, and IndividualPhysician for each dermatologist. Add MedicalCondition markup on condition pages and MedicalProcedure on treatment pages like Mohs surgery. Mark up each provider with hasCredential for board certification.
Gallery performance
Before-and-after galleries can slow pages badly. Serve modern image formats, lazy-load, and paginate galleries by treatment. Remove EXIF data and use descriptive alt text that names the treatment, not the patient.
Separate service hubs
Use clear URL structures like /medical/ and /cosmetic/ with hub pages linking down to individual services. Cross-link where relevant, such as acne treatment to acne scar laser. This helps Google interpret intent and keeps cosmetic promotions from diluting medical pages.
Patient portal and forms
Photo uploads for teledermatology and intake forms carry PHI. Use a HIPAA-compliant vendor with a business associate agreement and keep tracking pixels off pages that collect health information.
Schema types to use: Dermatology MedicalClinic IndividualPhysician MedicalCondition MedicalProcedure FAQPage Offer
Getting dermatologists cited by ChatGPT, Gemini and AI Overviews
Patients ask ChatGPT 'Is this mole something to worry about?' and Gemini 'Botox vs Dysport which lasts longer?'. Google AI Overviews summarize skin conditions from the AAD and Mayo Clinic, then show local options. Assistants cite practices whose pages state credentials, services and prices clearly, and whose directory profiles match. Generic symptom content rarely earns a citation.
- Lead each service page with a plain summary of who it is for, who performs it and the typical cost range.
- Publish provider credentials in text, including board certification and Mohs fellowship, so models can confirm expertise.
- Create local, specific content such as your skin check process and biopsy timeline, which national health sites cannot provide.
- Keep Healthgrades, Zocdoc and RealSelf profiles current, since assistants often cite them for recommendations.
Prompts your customers are typing
- “Best dermatologist near me taking new patients that accepts UnitedHealthcare”
- “What should I expect at a full body skin cancer screening?”
- “Is it better to get Botox at a dermatologist or a med spa?”
- “What is the best treatment for acne scars on darker skin?”
Track whether these answers mention you with Azuqe AI Visibility.
Keywords to target for dermatologists
Mapped by search intent and funnel stage. Volumes are US monthly searches; difficulty runs from 0 (easy) to 100 (hardest). A dash means the phrase is too small to measure, which often makes it a good early target.
- dermatologist near me673K/ monthTransactionalDecisionKD 28 · Moderate
- skin tag removal at dermatologist201K/ monthTransactionalDecisionKD 0 · Easy
- dermatologist for skin cancer135K/ monthCommercialConsiderationKD 35 · Hard
- hair loss dermatologist110K/ monthTransactionalDecisionKD 2 · Easy
- dermatologist to remove moles61K/ monthTransactionalDecisionKD 0 · Easy
- laser hair removal cost41K/ monthCommercialConsiderationKD 14 · Easy
- rosacea dermatologist41K/ monthCommercialConsiderationKD 0 · Easy
- botox vs dysport33K/ monthCommercialConsiderationKD 0 · Easy
- dermatologist for psoriasis33K/ monthCommercialConsiderationKD 4 · Easy
- skin cancer screening12K/ monthCommercialConsiderationKD 19 · Moderate
- botox cost12K/ monthCommercialConsiderationKD 21 · Moderate
- dermatologist accepting new patients210/ monthTransactionalDecisionKD 21 · Moderate
- does insurance cover dermatologist visits140/ monthInformationalAwarenessKD 0 · Easy
- mole changing color–/ monthInformationalAwarenessKD 18 · Moderate
- eczema treatment for adults–/ monthInformationalAwarenessKD 55 · Very hard
Content ideas that match real searches
- What Happens at a Full-Body Skin Cancer ScreeningService pageCommercial
- Botox vs Dysport vs Xeomin: Differences and PricingComparisonCommercial
- Mohs Surgery: Steps, Recovery and ResultsGuideInformational
- Cosmetic Dermatology Price GuideCost pageCommercial
- Acne Scar Treatments Compared: Lasers, Microneedling and PeelsComparisonCommercial
- Eczema Treatment Options for Adults and KidsGuideInformational
- New Patient Appointments: Wait Times and Urgent ConcernsFAQ pageNavigational
- Monthly Skin Self-Check ChecklistChecklistInformational
KPIs to track
- Map pack coverage (target: Top 3 map pack for 'dermatologist' and 'skin cancer screening' near each office). Medical dermatology bookings start locally, and map pack position drives most calls.
- Cosmetic page rankings (target: Page one for Botox, filler and laser terms in your metro). Cosmetic services are self-pay and competitive with med spas, so rankings matter for revenue.
- Bookings by service line (target: Rising organic bookings tracked separately for medical and cosmetic). Separating lines shows whether content is attracting the patient mix you want.
- Provider page traffic (target: Growing visits to provider bio pages from search). Patients often choose a specific dermatologist, and bio traffic signals trust-building.
- AI citations (target: Practice named in AI answers for local dermatology prompts). Assistants increasingly shape which practices patients call first.
Common SEO mistakes dermatologists make
Mixing cosmetic promos into medical pages
Placing Botox specials on a skin cancer page confuses intent and can undermine trust on serious medical topics. Keep promotions on cosmetic pages and medical pages focused on care.
Generic symptom blog posts
Rewriting what the AAD says about eczema rarely ranks or earns citations. Add what national sites cannot: your process, providers, insurance and wait times.
Hiding PAs and NPs
Patients may be seen by PAs or NPs, and hiding that creates frustration. Show their credentials and supervising dermatologist. It also helps patients who want faster appointments.
Misleading results claims
Phrases like 'permanent results' or 'no downtime' can breach FTC standards and state board rules. Describe typical results, sessions and downtime honestly.
Compliance and trust signals
Dermatology marketing must follow HIPAA, including written authorization for photos and testimonials and no patient details in review replies. State medical boards regulate advertising, including the use of 'board certified', which should refer to a recognized board like the American Board of Dermatology. Cosmetic claims must be truthful and substantiated under the FTC Act, and before-and-after photos must not be altered. Paid influencer posts require disclosure under the FTC Endorsement Guides. Prescription drugs like Botox are FDA regulated, so avoid off-label promotional claims and follow manufacturer brand guidelines. Medical content is YMYL, so show reviewers and sources.
Example: a five-provider dermatology practice in Phoenix (hypothetical)
Imagine a dermatology practice in Phoenix with two board-certified dermatologists, a Mohs surgeon and two PAs. Medical appointments are booked months out, while cosmetic slots go unfilled because med spas outrank it for Botox and laser terms. Over six months it separates medical and cosmetic sections, adds provider pages with credentials, and marks them up with IndividualPhysician schema. It publishes a new patient access page explaining PA availability and urgent concerns. It builds medical pages for skin checks, Mohs, acne and psoriasis, and cosmetic pages with starting prices and authorized galleries. In May it runs free skin checks, earning local news links. It tracks map pack visibility, cosmetic rankings, bookings by service line and AI answers for 'dermatologist for Botox Phoenix'. The outcomes to watch are fuller cosmetic schedules and fewer patients dropping off because of medical wait times.
- Separate medical and cosmetic hubs and publish provider credentials with schema.
- Publish a new patient access page and condition pages with local, practical detail.
- Build cosmetic pages with pricing and authorized galleries to compete with med spas.
- Track bookings by service line and AI mentions for cosmetic and medical prompts.
How Azuqe helps dermatologists run this playbook
- Competitor and content-gap analysis shows which cosmetic and medical topics med spas and dermatology groups rank for locally that you are missing.
- Rank tracking tied to Search Console lets you track medical and cosmetic pages separately and see which service lines are growing.
- AI Visibility tracking shows whether ChatGPT, Gemini and Google AI Overviews mention your practice for dermatology questions in your city.