At Etna Interactive, we’re constantly testing, refining, and challenging assumptions about what really works in plastic surgery marketing. And recently, we uncovered a surprising trend that’s quietly undermining the SEO performance of many plastic surgery websites—one that even the most marketing-savvy practices might not see coming.
If your practice is publishing procedure prices directly on core service pages, you could be losing out on a significant source of web traffic—and, ultimately, new patient leads.
Let’s dig into what we found and how you can use this knowledge to strengthen your search engine performance rather than weaken it.
The Experiment: Does Posting Prices Impact Search Rankings?
In a recent internal study focused on plastic surgery websites, we examined how the inclusion of procedure prices affected search visibility and click-through rates (CTR) from Google.
The results were eye-opening.
When prices were displayed on core procedure pages—especially when Google pulled that pricing data directly into the search snippet (that short preview text under each search result)—click-through rates dropped by up to 50 percent.
Why? Because for many prospective patients, seeing the price in the search results is enough. Their curiosity is satisfied, and they move on—no click, no website visit, no opportunity to convert.
This trend is most evident for searches that explicitly ask about cost—queries like “How much does rhinoplasty cost?” But it also appears to impact more general procedure searches, as users often have price in mind even if they don’t include it in their search terms.
Why Click-Through Rates (CTR) Matter More Than You Think
CTR isn’t just a vanity metric. In Google’s eyes, it’s a vote of relevance.
When users consistently click on a search result, Google interprets that as a signal the content is useful and engaging—often rewarding the page with better rankings. Conversely, if your listing is consistently ignored (even if it’s ranking well), Google may eventually demote your page in favor of more “click-worthy” alternatives.
So the impact of pricing on click-through rates isn’t just limited to immediate traffic—it can trigger a long-term decline in search visibility.
Should You Hide Your Prices? Not Exactly.
This isn’t a call to abandon price transparency. On the contrary, providing price information can be an SEO asset—if you present it in the right format and place.
The goal is to protect your most important pages (procedure pages, before-and-after galleries, provider bios) from the “zero-click effect,” while still serving prospective patients who are actively researching costs.
Here’s how to do it strategically:
1. Create a Centralized Pricing Page
Build one dedicated pricing page for plastic surgery procedures that includes a full list of prices or ranges. This keeps pricing content indexed, searchable, and accessible—without jeopardizing your core service pages. Bonus: It helps you control the narrative around pricing, including what factors influence cost and what’s included.
2. Develop Price-Focused Blog Content
Use your blog to tackle pricing questions in detail. Articles like “How Much Does a Facelift Cost in [Your City]?” can rank well for long-tail search queries and provide a controlled, informative experience for curious prospects. These posts also give you the freedom to explain nuances—like geographic differences, provider experience, or package inclusions—that affect pricing.
3. Link Strategically From Procedure Pages
Your procedure pages should still address the fact that cost is a common concern—but instead of listing prices outright, link to your dedicated pricing resources. This keeps users engaged without short-circuiting your opportunity to educate and convert.
The Bigger Picture: SEO Isn’t Just About Keywords
Ranking well on Google today means understanding user behavior as much as algorithm updates. And what we’ve learned from this study reinforces a core principle of Etna’s marketing philosophy: Structure matters.
When your website is engineered with intentionality—when every link, layout choice, and piece of content serves a specific purpose—you create a system that supports sustainable growth.
This isn’t about hiding information or playing games with Google. It’s about being strategic, serving your users well, and protecting your visibility in a fiercely competitive online landscape.
Let’s Talk About Your Rankings
If your traffic has taken a dip—or if your site isn’t ranking where it should—there’s almost always a fix. Whether it’s restructuring your content, adjusting your technical SEO, or correcting hidden issues like the ones discussed above, we can help.
At Etna Interactive, we’ve spent more than two decades helping aesthetic practices not just survive but grow through smart, sustainable marketing strategies. We’d be happy to evaluate your site and pinpoint exactly where your opportunities lie.
Ready to take your marketing to the next level? Contact our SEO experts today.
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