1. Approximately 1,543 Broken Links Were Found

A crawl of sherberandrad.com identified approximately 1,543 broken links. The scan had already processed approximately 295 web pages and 462 links when this issue was observed.

The most concerning pattern was the repeated appearance of broken internal URLs returning 404 errors. Many of these broken links appear tied to important facial optimization and gender-affirming facial surgery pages.

Examples visible in the crawl include repeated broken references to:

• /plastic-surgery/facial-optimization/cis-facial-feminization/
• /plastic-surgery/facial-optimization/trans-facial-feminization/
• /plastic-surgery/facial-optimization/facial-masculinization/

These links appear repeatedly throughout the crawl, which suggests the issue may not be isolated to one page. Instead, the broken URLs may be referenced across many areas of the website.

That matters because these are not low-value or random URLs. They are connected to meaningful surgical service categories that can influence how users and search engines understand the depth of the practice’s facial plastic surgery expertise.

2. Strong Rankings, But Several Important Terms Are Slipping

sherberandrad.com appears to rank well for valuable cosmetic dermatology and facial plastic surgery keywords. Several page-one rankings were visible in the review, including terms related to canthoplasty, neck lift, Daxxify, facial masculinization, orbital fat transfer, jaw implants, and chin reduction.

The concern is that many of these rankings also appear to be moving downward.

Examples visible in the ranking data include:

• canthoplasty — ranking dropped 1 position
• slanted eyes surgery — ranking dropped 2 positions
• cat eye surgery before and after — ranking dropped 2 positions
• fox eye before and after — ranking dropped 2 positions
• jaw implant women — ranking dropped 4 positions
• jaw shaving surgery before and after — ranking dropped 2 positions
• orbital fat loss before and after — ranking dropped 2 positions
• fat grafting under eyes before and after — ranking dropped 2 positions
• dr rad — ranking dropped 2 positions

These are not random terms. Many are tied to high-intent cosmetic surgery research, before-and-after searches, branded provider searches, and procedure-specific decision-making.

3. Mobile Performance Is a Major Concern

The mobile PageSpeed test showed a performance score of approximately 44. More concerning, the mobile Largest Contentful Paint reached 59.7 seconds, with a First Contentful Paint of 14.1 seconds, Total Blocking Time of 450ms, and Speed Index of 21.9 seconds.

Those numbers suggest that mobile users may experience a long delay before the most important visible content fully loads.

For a high-end cosmetic dermatology and facial plastic surgery practice, that matters because users are often making quick trust-based decisions. They may be viewing procedure pages, before-and-after content, provider credentials, or consultation pathways from a mobile device.

4. Desktop Performance Is Better, But Still Below Ideal

The desktop PageSpeed test showed a performance score of approximately 65. This is stronger than the mobile result, but still below the level expected from many high-performing medical aesthetic websites.

Desktop metrics included a Largest Contentful Paint of 6.9 seconds, Speed Index of 4.3 seconds, and First Contentful Paint of 0.9 seconds.

Desktop visitors often spend more time researching complex procedures, reviewing facial plastic surgery options, comparing providers, and reading long-form procedure content. A slower desktop experience can still affect perceived quality and conversion behavior.

5. Ranking Strength Does Not Guarantee Future AI Visibility

The site appears to have strong visibility today, but AI search is changing how users discover providers.

Google AI Overviews, ChatGPT, Gemini, Perplexity, and other AI-powered discovery systems are increasingly trying to understand more than just keyword rankings. They evaluate signals around authority, site quality, structured information, page experience, content clarity, and entity relationships.

For Sherber + Rad, the strong ranking footprint is valuable. However, performance issues, broken internal links, and ranking declines across important procedure terms may become more noticeable as AI systems attempt to determine which sources are the most reliable to cite or recommend.

6. AI Search Readiness Will Become More Important

Search is moving from traditional result pages toward answer-based and recommendation-style experiences. This shift is especially important for cosmetic dermatology and facial plastic surgery, where users often ask detailed, comparison-based questions.

AI systems will likely favor websites that are fast, technically clean, well-structured, authoritative, and easy to interpret across procedures, providers, locations, reviews, and supporting educational content.