Naples skin checks get booked on plan acceptance and a provider's name.

Med spas compete for half your schedule and derm groups compete for the other half

On the medical schedule you are up against regional dermatology groups with offices scattered from North Naples to Cape Coral, hospital affiliated clinics, and the inertia of a primary care referral that already has a default. On the cosmetic schedule you are up against med spas, plastic surgery practices and independent injectors renting a suite in a Naples plaza. One practice, one website, two rooms full of entirely different rivals.

The usual dermatology site averages the two. It runs one Services page with three bullets under it, Medical, Cosmetic and Surgical Dermatology, and that structure ranks for nothing in particular. Eczema, psoriasis, acne, rosacea, hidradenitis, patch testing and phototherapy are each their own search with their own question set behind them. So are melasma, IPL, laser resurfacing, microneedling and neuromodulators. So is the surgical column, and it behaves differently from either of them: a patient searching excision, cryosurgery or Mohs has already stopped asking whether to treat and started asking who does the procedure and at which address. Collapse all of them into three category pages and you compete at half strength on both schedules, while the surgical searches go to whichever practice in the region bothered to write about them.

The cosmetic side also has an argument it almost never makes in writing. A board certified dermatologist is in the building, reads skin every working day, and can tell a patient when a treatment is a bad idea for their skin type or the sun damage already sitting under it. Most med spa pages in Collier cannot say that, and most dermatology pages never think to say it.

In Naples, 'do you take my plan' decides more appointments than your ranking

This is a retiree heavy market and a large share of the medical schedule runs on Medicare and Medicare Advantage. Plan acceptance is the last gate before a booking. A patient who finds you first and then cannot confirm coverage in ten seconds calls the next office instead, and you never see that they were there.

Plan information tends to live in the worst possible places: a PDF, a scanned image, or a line telling people to contact billing. Put it in readable text, keep it current, name the carriers and the Advantage plans, and say plainly whether you are taking new patients under them. Do the same on the cash pay side, so a cosmetic patient knows before calling that a consult fee applies.

Referral routing belongs in the same place. Whether a referral is required, whether you take self referrals, and how a primary care office sends one over are questions your front desk answers all day. Each is a page that saves a call and wins a booking.

The annual skin check has a booking window, and it closes when they fly home

Half year residents arrive around November and leave around April, and many want their full body exam done while they are in town. That compresses demand into the arrival weeks and again into a scramble in March, once people realize the season is running out.

Three things follow. Seasonal visibility has to be standing before Thanksgiving, which means the work happens in the quiet summer months rather than in January. The new patient path has to work for someone whose chart sits with a dermatologist in Ohio, so records transfer, prior biopsy history and continuity between two practices need answering in writing. And a March biopsy needs a stated plan for what happens if the result lands after the patient has flown north. The practice that answers that on the page wins the March skin check. Snowbird season search behavior shapes all of Southwest Florida, and dermatology feels it harder than most because the exam is annual.

Your Mohs surgeon and your cosmetic injector pull opposite searches, and the site files everyone under Our Team

Search demand inside a single dermatology group does not point at one door, it points at three unrelated kinds of person. A Mohs surgeon gets looked up the way any surgeon does: fellowship training, how routinely the procedure is done, whether the tissue is read on site between stages. A cosmetic injector gets looked up on results and restraint, on before and afters, on how conservatively they treat skin that has already absorbed decades of Florida sun. And the PA or NP running most of the medical schedule gets looked up by whatever name was printed on the discharge sheet, because that is who actually checked the patient's back. Three separate searches with three separate question sets, and the site answers all of them with one row of headshots.

There is also a name a dermatology patient collects without ever meeting the person: the dermatopathologist who signed the biopsy report they are holding, or the Mohs surgeon they were handed off to for a lesion on the nose. Those names get typed too.

When one of them has a thin bio or none at all, the search lands on a directory listing with hours from two years ago. Every physician, PA and NP needs their own page: training and fellowship, what they treat all day, which offices they sit in and on which days, whether they are taking new patients, and their role in Mohs or dermatopathology. Those pages are also what search and AI systems use to recognize a person as a distinct entity instead of a name on a staff wall.

Three offices, one map, and the problem that creates

Dermatology in Southwest Florida is usually multi office: Naples plus Bonita Springs, or Naples plus Estero plus Fort Myers, sometimes Cape Coral or Marco Island on top. A household gets shown the nearest pin, so proximity settles which of your own offices a family in Estero ever meets. If that is the satellite that opens two half days a week with a rotating provider and no laser, then as far as Estero is concerned, that is your practice.

So each location page has to carry its own truth, and in dermatology the truth that matters is capability. Not every office has a Mohs suite, a laser platform, a phototherapy booth or a dermatopathology lab down the hall. A duplicated Estero page implying a Mohs suite at an address that does not have one is not thin content, it is a routing error: the patient books, drives, and learns the procedure happens twenty miles away. Name the providers at each address and their days, the parking and building situation, and exactly which procedures happen there. Multi location work is where dermatology groups leak the most.

The skin questions settled in one search, and the ones that take a month of them

Sort your own schedule into two piles and the AI question gets much easier.

The fast pile: a spot that bled, a rash that started overnight, a biopsy result that just came back, a surgical site that looks infected, a band of pain that reads like shingles. That patient is not comparing practices. They want a short answer and a number to call, and more of them now ask an assistant instead of scrolling. Fast jobs are won by putting the derm facts in flat writing: hours, which plans you take, what each location can actually do, and a realistic new patient wait. A practice that will not say in text how long a new patient waits has nothing to hand that answer.

The slow pile: melasma that has not budged after three attempts, an acne course heading toward isotretinoin, hair loss, a laser plan for sun damage that took decades to accumulate, or choosing who should do Mohs on a lesion beside the nose. Nobody settles isotretinoin or a facial laser in an afternoon. Those get researched across weeks, in stages, and each stage is its own question: what is causing this, what the options are, what recovery looks like on a face where people are outdoors all winter, what it runs, and who performs it.

Which means the coverage has to run the length of that decision instead of sitting at the front of it. Cause, options, candidacy, recovery, cost and the person doing the work, each written where a patient can find it on its own. The mechanics of how these systems build their answers are covered on our AI search optimization page.

The search that happens after a biopsy comes back

A result comes back positive and the patient goes home and searches: the diagnosis, then Mohs, then whether it can be handled in Naples or means driving to Fort Myers, then the surgeon by name. This happens even when the referral is internal and even when you explained the whole plan in the room, because the person searching that evening is usually the spouse.

If your practice performs Mohs, it has to exist as its own subject with the surgeon attached: where it happens, what the day looks like from arrival through closure, that tissue is read on site between stages, how reconstruction is handled and by whom, and what recovery looks like on a face. If you do not perform it, say who in the region does. A patient who cannot find that answer on your site finds it on somebody else's, and the practice that answered it often becomes their dermatologist for everything after.

The Immokalee Road corridor is filling with households that have no dermatologist yet

A family that closed on a new build three months ago has no dermatologist and, more usefully, no referral default to displace. No primary care doctor here yet with a name in mind, and no neighbor to ask, because the neighbor moved in the same month. The first skin check gets picked out of a search. Win it and you usually get the annual after it, the spouse and the follow ups, because a skin check is renewed on a calendar rather than shopped again.

The corridors doing this in Collier and Lee are specific: east Collier along Immokalee Road and out toward Ave Maria, the Corkscrew Road corridor east of Estero, and the parts of Bonita Springs still filling in east of I-75. Covering one means giving the page a reason to exist: which office serves it, what the drive actually is, which providers sit there, which plans are taken, and whether that address can do a same day shave biopsy or only the exam.

There is a second lane here that almost nobody works. Immokalee and Golden Gate have large Spanish speaking populations and a great deal of outdoor work, which is exactly the audience a skin cancer screening program should reach. Spanish language pages for skin checks and sun damage in Collier are close to open ground.

Dermatology reviews are about access, not outcomes

Nobody writes five paragraphs about having a seborrheic keratosis frozen off. What actually lands in dermatology reviews is access: how many weeks until the appointment, how long in the gown, whether the visit felt like four minutes, whether the cosmetic add on cost what the front desk quoted, whether anyone picked up the phone.

That changes how review generation has to work. Ask at the moment access felt good, which is the same week cancellation slot, the fast biopsy callback, the surgery that started on time, rather than in a batch at month end. And replies have to come from someone who understands that confirming a person was even a patient is itself a disclosure. A generic reply thanking someone for visiting is not a safe template here, it is a compliance problem with a star rating attached.

One office or three, and whether a surgeon's name has to carry weight

Start with scope, because the number falls out of it. A single Naples office with two providers, a full medical schedule and a light cosmetic menu is contained work: one location to make dominant in its own map, the skin conditions you actually treat covered properly, provider pages that stand on their own, and a plan acceptance layer that stays current. Add Bonita Springs or Estero and the ground doubles, because each address carries its own map, its own provider roster and its own list of what is genuinely performed there. Build the cosmetic side up seriously and the contest gets harder, because injectable and laser terms in Collier are bid up by med spas and plastic surgery practices, not by other dermatologists. Add Mohs and a surgeon's name has to carry authority on its own.

Every one of those moves is really one of two variables underneath: how contested the terms you need are, and how much ground and how many providers have to be covered. The fee tracks that pair and nothing else. A single office practice with a mostly medical focus generally lands on Local, at $750 a month. Multi office practices, and single offices pushing hard into cosmetic, land on Growth at $1,500. Groups covering Collier and Lee with several providers and a surgical line start at Dominate, from $3,000. Every tier is a flat monthly number, billed month to month, with no setup fee and no term holding you in, and the work opens with a free audit and a 90 day roadmap. The pricing page carries the rest of it.

When a PA gives notice in October and every provider page, location roster and referral line has to be true again before the season lands, the person who picks up is the one who built those pages, on Local exactly as on Dominate.

What a dermatology audit looks at that a generic one never opens

The free audit goes at what actually decides a dermatology practice's results: where you sit on the map measured from the neighborhoods your patients live in, not from your own front door, whether each physician, PA and NP exists as a findable person or only a staff photo, whether plan and referral information is machine readable, whether every location page tells the truth about what happens at that address, and what AI assistants say today when somebody asks for a dermatologist in Naples or Bonita Springs. You keep the 90 day roadmap whether or not you hire us.

Naples SEO has built more than 100 sites and has been doing this since 2011, with a 5.0 rating. The closest thing to a dermatology practice in our own client work is Pediatric Dentistry of Florida, a clinical practice with the same trust requirements and the same careful research before anyone books. Results ramp over roughly 90 days. We will not promise a ranking position or a patient count, and anyone who does is guessing.

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