SEO for Orthopedics
As an orthopedic practice, you understand how much it means to rank at the top of search results for the surgeries you perform and conditions you treat. SEO for orthopedic practices has become an extremely competitive environment as more and more orthopedic practices have opened or been acquired to create localized search competition.
What are the benefits of SEO for Orthopedic Surgeons?
Ranking at the top of local search results for keywords like “knee surgeon near me”, “hip replacement specialist near me”, and “frozen shoulder treatment near me” is massive traffic, lead, and revenue generators for orthopedic practices. Considering that the top 3 search results in Google receive 75% of the clicks it is essential that you rank at the top for valuable keywords if you are going to drive organic traffic and new patient appointments. That is where orthopedic SEO comes into play. Patients are turning online to find solutions to their health problems more than ever and that means you need to be proactively focused on improving your rankings because your competitors are.
- Increase keyword rankings
- Drive new patient traffic
- Book new appointments
- Improve brand awareness
- Become a thought leader
- Retarget organic traffic in paid ads
What is Orthopedic SEO?
Orthopedic SEO or search engine optimization for orthopedic surgeons is the process of ranking your website pages for specific keywords in search results to attract new, organic patients to your website without paid ads.
SEO for orthopedic doctors involves many different components of both on-page SEO (on your website) and off-site SEO (off your website) such as Google My Business, citations, reviews and more.
Orthopedic SEO Case Study
Partnering with one of the largest orthopedic practices in east Tennessee we grew their organic site traffic by 85% resulting in a 29% increase in new appointments in 90 days.
How to Do SEO for Orthopedics
Orthopedic surgeon SEO is an evolving process that takes time, know-how and a multifaceted approach to grow a practice website and Google My Business rankings that dominate your local area in search results. We will cover some of the best orthopedic SEO strategies that we not only know work but we implement in our orthopedic marketing programs for our clients. We leverage these search engine optimization strategies to generate incredible results for our orthopedic clients (see our case studies) so if you follow these and stay consistent you will see your website traffic grow and you will start generating more high-value patient appointments.
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On Page SEO for Orthopedic Practices
Medical SEO starts with your website and the structures and content of your website, which is what we call on-page search engine optimization. These are the things that are in our control that we can do on your orthopedic website to follow Google best practices and position ourselves to rank for our target keywords. Below are a few of the most important things to do on your pages to strengthen their SEO…
As our CEO, Justin Knott, says, “if you want to rank for it, you need a page for it.” What that means is you need to get specific and individual pages for each treatment and condition that you want to rank in local search for. For instance, if you want to rank for “sports medicine austin tx” you need to create a well-constructed treatment page on Sports Medicine. This is the first step in SEO for orthopedic doctors. Without it, it will be nearly impossible to rank over competitors.
This is probably the most important ranking factor for each individual treatment page is you need to have your focus keyword (a.k.a. Sports Medicine) in the title tag, h tags and body copy of the page. We also recommend adding the main city throughout these areas as well. An example would be “Herniated Disc Treatment in Orlando, FL”. This have the focus keyword + city which creates a strong case to Google on what the page is about and where you provide those services.
The more competitive your keyword or geographical area is the more effort is required in your orthopedic SEO strategy to rank pages in local search. This means that page length and content depth matter more and more. A general rule of thumb is the more competitive the keyword the more in-depth the page needs to be. We recommend a page start at 500 words and go up from there. Blog posts we start at 1,000 words or more for our orthopedic clients. Having an experienced medical content writer and doing keyword research prior is always recommended. A great way to expand your treatment page content and rank for long-tail search queries is to include common FAQs that patients ask you.
Google My Business Optimization
Your off-site local SEO strategy all starts with your Google My Business. It is the largest influencer over local search and carries the most weight in terms of traffic and positioning in SERPs. Therefore, investing the time and energy into optimizing your practice and physician Google My Businesses is an essential part of a successful search engine optimization strategy.
Google My Business for Orthopedic SEO Tips:
- Claim & Verify Each Location Listing
- Go to Info Tab & Complete Add Information
- Choose the right primary category (Orthopedic Clinic or Orthopedic Surgeon)
- Add Multiple Photos
- Integrate GMB Map on website
- Generate new reviews on your GMB
Pro Orthopedic SEO Tip: Optimize the first sentence of your GMB Business Description by adding ‘practice type + city’ for local SEO. For example ‘ABC Orthopedics is an orthopedic practice in Orlando, FL.’
Generating Reviews for Orthopedic Surgeons
Your reputation and reviews as an orthopedic practice are not only critical for bringing in new patients (80% of patients read reviews before booking an appointment) but they impact your local search rankings of the practice. How does generating new reviews positively impact your local SEO? The proof is in the search results. That is because Google’s algorithm is smart enough to not only know which profiles have the most reviews but to pick up on contextual keywords that are mentioned in the reviews which strongly correlate to higher rankings. That is why they bold the keywords in the reviews.
Tips for Generating New Reviews:
- Focus on Google My Business
- Use a orthopedic reputation management software
- Leverage Email & Text to Send Requests
- Send requests as close to point of care as possible
- Monitor and respond to reviews (be careful of HIPAA!)
Content Marketing for Orthopedics
Content is king when it comes to your on-site orthopedic SEO strategy as we discussed earlier on the importance of having specific treatment pages. Taking it a step further and having an active blog will have a major impact on not only the rankings of those treatment pages but it gives you the ability to go after tons of “long-tail keywords”. Those are strings of keywords (usually in the form of questions) that people search for on Google, such as, “what causes frozen shoulder?”.
Local Orthopedic Practice SEO with Location Pages
Individual location pages for your website are just as important as the conditions and treatment pages (multi-location practices only). That is because your orthopedic location pages are how you target the specific geographic search area around each practice location to show up at the top in local search results. (i.e. those “orthopedic clinic near me” searches for each city you are in).
Tips for Location Page Optimization:
- City name in Title Tag, H Tags & Body Text
- Include all the things you do there
- Include the physicians that practice there
- Include NAP (name, address, phone)
- Integrate your Google My Business
SEO for Orthopedics Services
At Intrepy Healthcare Marketing, we offer a wide range of SEO for orthopedics services tailored to help your practice rank #1 for the things you offer in your geographical area. Not only do we offer the things we have reviewed but we have a suite of SEO services for orthopedic surgeons that go way beyond the basics to consistently produce massive wins for our orthopedic practices. Our orthopedic SEO services have been tested and proven to rank our clients above the competition and our goal is to get you in front of the right audience and bring in more of the profitable procedures and appointments you want and need to grow your practice.
Why Hire Our Orthopedic SEO Company?
Intrepy Healthcare Marketing is an award-winning healthcare marketing agency that specializes in orthopedic SEO services to reach new patients and generate new practice revenue. We have been 100% focused on medical practices and healthcare organizations since day one. Our SEO for orthopedic doctor services is vetted and we have the proof to show it. No guessing if your partner has marketed an orthopedic practice like yours before. Been there, grown that. We have worked with a 1 surgeon practice all the way up to some of the top 10 largest orthopedic practices in America. We understand the patient care journey and the unique ways to attract patients to your practice. As an orthopedic SEO company, we understand how patients find your practice online, what they search for and what strategies to leverage to position you at the top of your local market.