SEO for Dermatologists

No. We work without lock-in contracts. If the work isn't paying its way for your practice, you're free to stop.

It's the work of getting a dermatology practice found by two different groups of patients. The first already knows it wants a dermatologist and searches the word, which is about 20,200 searches a month in Australia. The second is searching acne, eczema, psoriasis, rosacea, hair loss or a mole check without knowing who treats it, which is about 23,000. The first group is won with a complete Business Profile and a page per practitioner; the second is won with a page for each condition.

Published Australian agency figures put SEO for medical and dental practices at $1,500 to $2,500+ a month, and most small businesses pay $1,500 to $3,500 a month (both verified September 2026). What moves the price is how many conditions need a page of their own, how many practitioners and locations you have, and how contested skin searches are in your catchment. We scope each practice before quoting.

It depends on how contested skin searches are in your area, the condition of your site and how much authority it has already earned. The Business Profile and technical fixes tend to move first, while ranking for a search like “skin cancer check” takes longer. Rather than quote an industry average, we set out what's realistic for your practice and your site before you commit to anything.

Only if the register says so. Ahpra is explicit that “specialist”, “specialises in”, “specialty” and “specialised”, and variations of them, imply the practitioner holds specialist registration and are likely to mislead the public if they do not. Where specialist registration is not held, Ahpra offers “substantial experience in” or “working primarily in” as wording less likely to mislead. Where it is held, the same guidance says those words must stay restricted to the specialty the practitioner is registered in. We check each practitioner against the public register before any title goes on a page.

No, and Ahpra names dermatology directly when it says so. Section 115A of the National Law limits the title “surgeon” to medical practitioners holding specialist registration in surgery, obstetrics and gynaecology, or ophthalmology. A practitioner with general registration, or with specialist registration in a different specialty such as general practice or dermatology, cannot call themselves a surgeon, including a cosmetic surgeon. Ahpra requires every reference removed from websites, social media, letterheads, business cards and clinic windows, so it is one of the first things we sweep for.

Carefully, and most sites we audit are not doing it carefully. Ahpra’s advertising guidelines say advertising may breach the National Law where images are not genuine, or have been edited or enhanced, or where it is not clear that the treatment caused the change shown. Before and after images are less likely to mislead when they are as similar as possible in content, camera angle, background, framing and exposure, when posture, clothing and make-up are consistent, when lighting and contrast are consistent, when any alteration is explained, and when the treatment is the only visible change to the person photographed. If a set cannot meet that, we do not publish it.

Not about clinical care. The National Law does not allow testimonials, or purported testimonials, in the advertising of a regulated health service or of a business that provides one, and that reaches your website, your ads and your practice’s own social pages. There is a real distinction worth knowing: Ahpra’s own guidance says comments that are not about clinical aspects, such as customer service or communication style, are not considered testimonials and may be used in advertising. Reviews patients leave on Google are different again, because you do not control them.

Yes, and it's the single biggest thing most dermatology sites are missing. Acne, psoriasis, eczema, rosacea and hair loss are searched 14,200 times a month in Australia between them, and skin cancer and mole searches add another 8,800. A practice with one Services page listing everything competes for none of those searches properly. A page for each, written for the patient rather than the referring GP, competes for all of them.

For the Medicare rebate, yes. The two specialist attendance items a dermatology consultation is billed under, MBS items 104 and 105, both require referral of the patient to the specialist, and item 104 pays for an attendance by a specialist in the practice of the specialist’s own specialty. That is worth answering plainly on your site, because it is one of the questions patients most often ring to ask, and a page that answers it saves your reception the call.

It changes what you have to build, not the method. Those clinics tend to have a page for each condition and procedure where a dermatology practice has one Services page, and search ranks the page that answers the search rather than the practice that is more qualified. The way a dermatology practice wins those searches is to answer them properly, with a page per condition that sets out what the appointment involves, and with the practitioner’s registration stated accurately on the page rather than claimed in a slogan.

Nobody can guarantee a mention in an AI answer, and it is worth being wary of anyone who does. What we can do is strengthen the signals those answers draw on: clear condition and practitioner pages, accurate business listings, reviews on Google, structured data, and mentions on sites AI tools already trust.