"plastic surgeon near me" runs about 140 searches a month in Australia. A single procedure runs into the thousands. Patients arrive knowing what they want done and not who does it, which means a site built around the surgeon is competing for a term almost nobody types.
Credentials matter enormously once a patient is choosing between two surgeons. They do almost nothing to bring that patient to the site, because the search that starts the journey names a procedure.
Cosmetic procedures carry advertising conditions beyond the ordinary prohibitions. An agency treating a procedure page like an e-commerce page produces copy the practitioner remains answerable for, even when an agency writes it.
Under section 133 of the National Law, testimonials about clinical care are prohibited outright on a platform the practice controls. There is no consent or disclaimer exception. Non-clinical comments about reception or communication are a different matter, and are usable.
They are not banned. They are permitted where genuine, unedited and comparable, with stricter conditions for cosmetic work. Treating them as forbidden gives away a legitimate advantage; treating them as unrestricted creates a real exposure.
A page per procedure, answering cost, recovery and candidacy
Funded and cosmetic procedures separated, because the referral content differs
A surgeon profile that does the job it is actually good at: converting a patient already deciding
Copy written to the cosmetic advertising conditions, and to the s115A title restriction
A defensible position on before and after images rather than a blanket yes or no
Reporting tied to consultation bookings rather than impressions
Seen enough? Let’s talk about your practice.
Australian monthly volumes, Semrush, September 2026.
Roughly 47 times the volume of "plastic surgeon near me". One procedure, one page, and the page has to answer cost, recovery and candidacy because that is what the searcher is weighing.
Frequently a funded procedure rather than a cosmetic one, which makes the referral and eligibility content on this page different in kind from the purely cosmetic pages.
A category term, heavily contested, and the page where the advertising conditions bite hardest. Worth having, not worth leading with.
The term the site is usually built around, and the smallest in the set. High difficulty for very little volume.
Before adding anything, what is already published is read against the advertising rules. On cosmetic sites this usually finds something.
One per procedure the practice performs and patients search, in order of volume against competition.
What can be shown, under what conditions, documented so the practice is not re-deciding it every time.
Monthly, in plain language, with no ranking guarantees.
Growth + Search is $700/mo, inc. GST, for any practice size.
Cosmetic advertising is the most closely scrutinised copy in Australian healthcare, and the practitioner answers for it. Ours is reviewed by a doctor working under the same National Law before it goes live.
Testimonials about clinical care are prohibited outright. Before and after images are not. Getting the second one wrong in the cautious direction costs the practice a legitimate advantage.
Section 115A restricts "surgeon" to specialist registration in surgery, obstetrics and gynaecology, or ophthalmology. We check it against registration rather than against the procedures performed.
Doctor plus suburb
The specialty name
The procedure, by name
General
Treated as retail
Cosmetic conditions applied deliberately
Rarely tempted
Used because they convert
Clinical ones refused, non-clinical used
Front and centre
The landing page
A conversion page, not an entry point
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