Orthopedic Surgeon SEO

SEO Strategies Orthopedic Clinics & Surgeons

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Successful SEO Strategies for Orthopedic Surgeons

Attracting New Patients with SEO.

Search engine optimization (SEO) is a continually evolving field, as search engines constantly tweak their algorithms to provide the best results possible for their users. It can be hard to keep up with all of the changes and updates, especially as more and more of them come out every year! That's why we've compiled this ultimate guide to SEO optimization for orthopedic surgeons and everything you need to know about them – that will help you stay on top of your game and rank higher than ever before.

In the digital age, more and more people are relying on online search tactics to lead them to the provider that suits their needs. One of the most searched providers happens to be orthopedic surgeons. Learning best practices of SEO for orthopedic surgeons gives you the competitive edge that links you to your patients. This advantage comes from a strong online presence which serves as a practical way to bring more patients into your waiting room. Hiring a reputable SEO company creating a quality SEO strategy are vital first steps in creating an online reputation that attracts patients.

Let's take a closer look at healthcare SEO, specifically SEO for the orthopedics healthcare specialty, and what it means for your orthopedic surgeon practice.

The Value of Keyword Research For Orthopedic Surgeons

Keyword research is the backbone of any SEO strategy. To increase your online ranking, you must utilize search algorithms so that your website and content remain relevant to your potential patients. This is accomplished by implementing keyword research into every aspect of your content strategy. If you aren't familiar with keywords or how they can enhance your content, then you are likely missing out on a necessary part of your strategy.

What is Keyword Research for Orthopedic SEO

Essentially, keyword research includes searching for terms in your industry that people are most likely to type into search engines. For example, "orthopedic surgeon near me" is likely a phrase that someone would search for when they are looking for an orthopedic surgeon close to their residence. Having this term on your website content ensures that search engines identify your website as a helpful resource. Ultimately, the more useful keywords and phrases that appear on your website, the higher your website will rank. People are more likely to select a website that appears on the first pages of results, and high-quality keyword research will ensure that your website makes it there.

However, using keywords requires a bit of a balancing act. After all, you want to be sure that you use keywords that are most likely to be searched, but you also have to be careful not to only use keywords that are too competitive. This brings us to the next point of knowing the difference between broad and long-tail keywords and why your strategy likely needs both.

SEO is Instant Credibility in Healthcare.

"The minute a patient finds your website on a major search engine, your orthopedic clinic brand is instantly credible and holds massive authority within your surgical specialty."

kris lloyd, healthcare marketing expert
- Kris Lloyd, Founder, Chief Healthcare Marketing Advisor of WebMarkets Medical

Orthopedic SEO Factors

Search engine optimization (SEO) is a continually evolving field, as search engines constantly tweak their algorithms to provide the best results possible for their users. It can be hard to keep up with all of the changes and updates, especially as more and more of them come out every year! That's why we've compiled this ultimate guide to SEO optimization factors – and everything you need to know about them – that will help you stay on top of your game and rank higher than ever before.

Google is notoriously tight-lipped about its algorithm and how it determines rankings. They only say that content has an impact on rankings, meaning that if your website provides useful, unique information to your target audience, you're more likely to be ranked highly. There are many ways you can accomplish that - create guides or white papers or interviews with industry experts; use infographics; write long-form posts; provide videos with captions--the list goes on. While content is crucial, it's also important to spend time focusing on all the other SEO factors as well.

SEO factors can be divided into various components, namely domain and page authority, page title and header tags, metadata, structured data/schema markup, external and internal link building strategies, website speed, the visitor behavior on websites in conjunction with the user interface. To give your search engine optimization campaign a jumpstart, keep these factors in mind.

The SEO Pie

healthcare orthopedic seo pie chart

Links & Citations

Link building is about getting your site seen by folks on Google, Bing, Yahoo! and elsewhere—so that they include it in their search results. It's that simple. While it may seem like link building requires you to be besties with every blogger under the sun, that isn't exactly true; many webmasters are willing to share links if you ask politely (and don't pester them).

Internal and External Link Building

External link building is about getting links from other sites in order to rank higher for your target keywords. Internal link building, on the other hand, is about increasing user engagement by linking related content within your site. Linking together pieces of similar (or identical) content helps tell Google, hey, these pages have a lot of similarities—aren't they all connected? This helps boost domain authority and improve your overall ranking (which means better rankings for all of your pages).

Domain & Page Authority Factors

Domain Authority is a score that's determined by how many individual pages on a site have a link from other sites. The quality of sites linking back to your site is an important factor. This can make it easier for your website to rank higher in Google. It also helps if you create unique content, as that makes it more likely other sites will want to link back to your website.

You can also improve your Domain Authority score by improving your Page Authority. Page Authority is similar to Domain Authority, but it's based on how many individual pages are linked back to your website. There are a few factors that influence Page Authority, including how much unique content you have and how often you update it.

Unique Content & Blog Creation

Quality Orthopedic Content

When it comes to search engine optimization, you can't discuss factors without first addressing your webpage content. This is because Google essentially serves as an intermediary between searchers and website owners, so if you want your website to rank higher than others in search results, then you need to provide high-quality content that readers will want to share. When writing your content—and actually all of your website's content—you should strive for detailed information that provides real value for users.

This is because, when it comes to search engine optimization, content quality factors heavily into Google's ranking algorithm. The more of a reputation you build for providing valuable and interesting content on your website, the more likely your site will rank high in SERPs and stay there.

Website Speed

It's a fact that people are more likely to leave your site if it takes longer than 3 seconds for it to load. Google states that half of all users won't wait for a site slower than 3 seconds and will head over to a competitor instead. Fortunately, there are lots of ways you can improve page speed on your own. Maybe unnecessary plugins or media is boggling it down. All it takes is some diligence and creative thinking. Write down ideas as they come and try some out.

One good way to measure your website speed is with Google's PageSpeed Insights tool. It will give you detailed recommendations on how you can improve your site's performance. It even has a nifty little calculator that helps you decide if it makes sense for you to switch from HTTP2 protocol or SSL Certificates.

Visitor Behavior & User Interface

The role of User Interface (UI) and visitor behavior on search rankings cannot be overstated. Search engines like Google have become incredibly adept at interpreting what content is relevant based on a visitor's clickstream through your website. This is why it's so important that you make it clear what content they should be looking at, where they should look next, and most importantly, how to take action when visiting your site.

How your website is laid out, what buttons are available on each page, and how quickly you can get users from point A to point B all play a big role in getting people from search results through your site into action. Visitor behavior is also very important because it directly impacts search rankings.

So how can you improve visitor behavior and UI? Luckily there are many free tools available, such as Google Analytics, that you can use to assess how visitors move through your site. Once you have that information, it's just a matter of making adjustments based on what's working best and what needs improvement.

On-Page SEO Factors

Page Title & Headers

Title tags are often one of the most important parts of your SEO optimization strategy, as they're one of Google's top criteria for ranking your site. A strong title tag should be 50 characters or less, with keywords that include words that users search for when looking for content like yours. Titles that are too long may appear truncated on Google search results pages, so it's best to keep them at a maximum of 60 characters.

Each post should have a unique header tag that's relevant to your topic and includes keywords related to your content. Headers appear on search engine results pages, so each header should contain a keyword that relates specifically to that page. An H1 tag is recommended for most pages, while an H2 or H3 tag may be used for section headings. Some sites use more than one level of headers depending on how much information needs to be included.

Meta Data

This element of your web page's code helps you get more visibility on search engines. Write it clearly and concisely so people can understand what your page is about. You'll want to focus on relevant keywords that will help you stand out from other results in search engines. You should include a description, title, and keyword tags. Make sure they all match up! For example, if your keyword is recipes for dinner, then make sure that word is included in both your description and title tag.

The meta description tag isn't the most important, but it can still help you rank better. Make sure your meta description is relevant and contains your main keyword or key phrase. You can even write something like Search for recipes for dinner on Google and click here if you want more information about how to prepare these tasty dishes at home. This entices searchers with relevant information that will hopefully encourage them to click through to your site.

Structured Data

Most people who work with (or try to sell you) search engine optimization (SEO) services will tell you that a big piece of ranking well on Google is getting your website tagged properly. It's true, and it's important to understand these tags — called structured data — and how they work.

Let's say you have a new product page on your website. You know it needs to have all of its new product information included in your site's XML file. That means you need a headline, some brief text, some images, and a couple of reviews. If you want Google search users to be able to find that page easily, then these structured data tags will help them do just that.

Once you learn how to tag your data on one page, adding that same information to every page on your site is relatively simple.

Other SEO Factors

GMB Listing

NAP Listings

Social Media Signals

Orthopedic SEO Ranking Tools

SEO ranking tools can help save valuable time by taking over some of the more tedious parts of keyword research and data analysis. Utilizing these tools can help you quickly identify which parts of your strategy are as successful and which parts simply aren't working for you. Depending on the type of SEO tools that you use, you can learn more information about how you compare to your competition and can even help you manage more than one website at a time. There are virtually countless SEO ranking tools that vary based on the features that they offer. Some of the more popular options include:


MOZ is helpful because it seems to be one of the few tools to keep up with Google’s constantly changing algorithms. It offers both keyword recommendations and website crawlers.


Ahrefs is second only to Google when it comes to being the largest website crawler. The analysis tool Ahrefs offers helps users identify any weak spots in their website so that it can improve search engine rankings.

Google Analytics

Google Analytics is a helpful tool because it is offered by Google directly and provides information regarding website traffic and reporting.

Google Tag Manager

Google Tag Manager allows users to track and manage your advertising ROI as well as video, Flash, and social networks all in one place.

Every journey begins with the first step.

Discover Orthopedic SEO Strategies Proven to Grow your Orthopedic Practice.

Broad Keywords and Long-tail Keywords

As you dive deeper into SEO strategy, you'll likely notice that there is much discussion about broad and long-tail keywords. Both types of keywords are important and serve their purposes for your strategy. In a nutshell, broad keywords generate broad results while long-tail keywords narrow those results. Here are a few other key differences to keep in mind:

Broad Keywords

Broad keywords are essentially the most common keywords a person may search for in your industry. They are useful but have such a high search volume that it's likely all of your competitors utilize these terms as well.

A quick breakdown of broad keywords:

  • General terms associated with your industry
  • High search volume means that many people search for these terms
  • Significant competition because most websites in your industry include these terms

While you may want to include some of these terms in your content to help rank your website, they are not likely to result in leads simply because the terms are so generic.

Long-Tail keywords

Long-tail keywords are much more specific and provide specific answers to in depth questions further down the patient research funnel. The benefit: these patients searching for these long-tail keyword terms are much more likely to result in conversions.

A quick breakdown of long-tail keywords:

  • Specific terms associated with your business and service
  • Low search volume means that fewer people will research these terms
  • Less competition because fewer websites in your industry include these terms

As you can see, both types of keywords have their benefits, and a high-quality SEO strategy will incorporate both types of keywords to best attract your target audience.

Snippet-Based Answers

Snippet-based answers are another way to improve your rankings on search engines. Snippets are the cluster of information that appears at the top of informational searches in Google. Consider the snippets as the most concise information that answers a question people are likely to search. You don't need a hefty marketing budget to make this feature work for you. Simply make sure that your content answers searchable questions.

Quick tips to making sure that your content qualifies for snippet-based answers:

Create high-quality and in-depth content that doesn't just get your website to rank but also actually answers questions that people likely have.

Know the questions that your audience is likely to ask. Make sure to focus on content that answers how to, how to do, what is, etc.

Make sure your content provides the best answer. Take a look at what your competitors are providing, and then go a step further to ensure that your answer is better than theirs.

Speak to people in a way that they understand. Make sure that your content is easy to digest by the average reader.

Don't skimp on the visuals. Include pictures, graphs, and other visuals that make your content appealing.

Include a Q&A on your website. This is an excellent way to feature relevant questions that your patients are likely to have about orthopedics and the services that you offer.

Understanding SERP and Ranking Fluctuations

It's critical to understand SERPS and ranking fluctuations so that you have a better idea of what to expect from your SEO strategy. Here is a general explanation of each.


To understand ranking fluctuations, you must first know what SERPs are. SERPs refers to Search Engine Results Pages, or simply the page that appears when you type in a phrase or question into a search engine. SERPs are much more advanced than they were in previous years. SERPs may include:

  • Rich Snippets
  • Paid results
  • Universal results
  • Knowledge graph features

Ranking Fluctuations

Ranking fluctuations refer to the movement of your website's position in SERPs. While fluctuation may make you feel a little uncomfortable, it happens to every website. Lower results usually have more fluctuations than higher-ranked websites, but even higher rankings can still experience ebb and flow. It is especially likely that you'll see significant fluctuations once you've first achieved the top five rankings, but then it will likely even out once you maintain that position for a period of time. Because fluctuations occur, it's important to note that your strategy doesn't necessarily need to be tweaked--especially if the fluctuations are occurring in a matter of days. If the fluctuations continue to occur over the span of weeks or months, then your strategy may need a second look.

What are Wildly Successful Results?

Now that you're gaining a bit more understanding of the importance of SEO for your orthopedic surgeon website, it's also critical to know how to measure your success. Your success comes down to understanding which metrics you want to track and what the data looks like over time. (Metrics that most people track include:

  • Organic traffic
  • Keyword ranking
  • SERP visibility
  • Click-through rate (the percent of people who click on your website from the SERP)
  • Bounce rate (visitors who come to your site but don't have any interaction)
  • Backlinks
  • Page Speed

As you follow the metrics over time, you'll quickly see if traffic is increasing on your website and if people are contacting your office to schedule an appointment. Ultimately, this spells out how successful your strategy is.

The Significance of High-Quality SEO

Don't underestimate the significance of high-quality SEO and what it means for growing your orthopedic surgeon clinic. The majority of potential patients rely on search engines to point them in the direction of their provider. SEO is the most cost-effective and results-driven solution for both reaching your patients and understanding what they need. Overall, SEO enhances your website's visibility, but there's much more to it than that.

Let's take a closer look at what makes high-quality SEO critical for you.

SEO Builds Trust with Your Patients

Incorporating SEO helps build trust with your patients. Not only will your website include relevant information, but it will help potential patients build a relationship with you even before they schedule their first appointment. People want to know that their chosen medical professional is knowledgeable, up-to-date on modern practices, and can clearly explain all aspects of their medical field. SEO can help you do this by crafting compelling content that not only ranks on search engines but also educates the patient at the same time. This trust-building is necessary for people who are trying to weed through the numerous options of orthopedic surgeons in your area. Give patients an experience that they will remember by incorporating quality SEO.

SEO Leads to a Better Patient Experience

Patient experience is important. When a potential patient first visits your website, you want to leave a good first impression. Implementing SEO ensures that patients can easily find your website, locate answers to their questions, and easily schedule an appointment with you. A satisfying patient experience significantly increases the chances of them contacting your office and becoming a patient, leaving a good review, and referring other people to your clinic

SEO is Cost-Effective

Compared to other marketing strategies, SEO proves to be cost-effective and inexpensive. It works to target people who are already looking for your services but simply need to be connected to you. Because SEO is considered an inbound strategy, it means that you're already trying to connect with people who are interested in what you have to offer.

For a fraction of the price, you can gain insight into what your patients are looking for and then present information that they find informative while building trust with you. Over time, your website gains traction, your content offers a wealth of information, and you move up ranks on search engines.

SEO is Here to Stay

While marketing trends certainly change, SEO is here to stay. People rely on search engines to connect them with the information they need, and this is certainly true when it comes to researching the best medical professionals. Virtually all websites utilize some element of SEO, so it is likely that your competitors have a strategy in place. While the rules and guidelines for SEO may shift, the need for a quality strategy remains relevant and necessary for creating a high-quality online presence that patients trust. If you want to stay relevant and reach your target audience, you must implement an SEO strategy as well.

Understanding Conversions, ROI and ROAS

Measuring the results of your efforts is one of the most critical aspects of fine-tuning your process. One of the first steps of determining successful content is to develop appropriate targets and goals for your content or marketing approach. If you're starting a brand new website that's never been exposed to search engines before, start with small goals. You can always hit your targets quickly and readjust your expectations.

Your ability to determine what success looks like for your market can vary based on your location, the population of your target audience, and the types of services you offer. It is essential to understand some of the key terms about measuring success with SEO before you set your goals. Three main areas will cover almost every marketing approach for your website: Conversions, ROI (Return on Investment), and ROAS (Return on Ad Spend).

New Patient Conversions

Simply put, conversions are the number of people or visits to your site that you can change from "audience" to "customers." Tracking and understanding your conversion rates is one of the most basic and essential aspects to ensure that your marketing approach fits your needs. Calculating your conversions is not a measure of how successful your site is based on every patient. That means that this metric isn't designed to measure how much revenue you gain from every single patient, only the number of people who come to your site and decide that you've met their needs well enough for them to perform whatever task you need. For many clinics, a conversion is when somebody makes a sale. However, in the realm of orthopedic practices, it is more likely that you'll set up your conversions based on when somebody schedules an appointment or consultation.

While conversions aren't always the most appealing statistic that you'll follow to determine the success of your campaigns, it is an excellent indicator of assessing the accuracy of your message and how well that fits with your target audience.

Conversion rate success can vary on a variety of different factors. For some marketing campaigns, a conversion rate below 1% or even a fraction of that could be a resounding achievement. In other cases, you may find that your conversion rate is 30% or higher. Attempts to increase your conversion rate are broken down into a few key areas. Generally, inadequate conversion rates are primarily the result of a marketing campaign targeting an audience that is too broad. Work diligently to ensure that you identify and target the best audiences for your efforts and critically evaluate your strategy to ensure that you aren't entirely missing a different demographic.

The second issue that leads to low conversion rates is frequently poor content or a poor approach. While some strategies may call for short sales periods and fast reaction times from patients, other audiences will need to build trust before you ask for a sale or appointment. If you find that your efforts aren't bearing the fruit you expect, this may be the culprit. In addition to inadequate trust-building, poorly written content or off-base advertising can lead to disinterest and disengagement from your audience. Both of these factors will push your conversion rates down.

While conversion rates are relatively straightforward, there can be some nuance to identifying the finer details about what or who constitutes a conversion. For example, some practices only count a conversion when an appointment is booked through their website. However, this may arbitrarily affect other conversions that were related to that marketing approach. If somebody visits your website but then decides to drive down and schedule an appointment in person, it may not appear that you received a conversion. Accurately identifying your conversion rate can help you evaluate your marketing approach.

Finally, while conversion rates are simply converting an individual into a patient, ROI and ROAS can become a little more involved but are frequently considered a gold standard when determining the overall success of a marketing effort. Because conversion rates don't account for the actual amount of revenue that your actions have generated, working to ensure that you understand your ROI and ROAS statistics can help you determine how successful your work has been.

Return on Advertising Spend (ROAS)

ROAS is one of the most simple yet effective methods of determining your marketing success. While ROI can consider various factors, ROAS focuses on how much money you've spent on your ads. Generally, this is a "cost-per-click" budget versus how much revenue was generated directly from those ads. While ROAS doesn't give you a complete picture of your overall marketing strategy, it can quickly help you evaluate how well an advertisement is performing.

Many clinics and medical practices utilize an approach of segmenting their markets and running various advertisements on different audiences. While their entire strategy is considered their marketing campaign, it can be critical to identify which advertisements are successful and which ones need to be adjusted or eliminated.

Periodic review of your advertisements ROAS can help to improve overall ROI. This is a critical component of effective marketing to ensure that the money you spend on advertising is multiplying as it returns profits to you.

However, if you need to dig into your entire marketing budget, ROAS should only be considered a single component of your strategy. Instead, ROI can help encompass a wide variety of your marketing expenses so that you can see what your profit margins are for any given marketing campaign.

Return on Investment (ROI)

ROI or Return on Investment is a broad-reaching measure of the success of all of your efforts. While many factors can be utilized to come to your actual ROI, it is crucial to understand that ROI is meant to help you know how much real profit you're making in regards to your marketing tactics. ROI generally does not take into account your expenditures after you've acquired a patient. This is simply a measure of how much revenue your marketing campaigns generate versus your marketing costs.

Determining an accurate ROI is essential to understanding the success of a campaign. If you're targeting new patients through ads, it can be relatively straightforward to determine your ROI. However, you may also need to consider some of the costs associated with building the backend of your marketing efforts. This can include your marketing expenses, like ads, marketing retainers, contracts, meeting time, and the cost of producing fresh and relevant content.

Understanding which expenses and revenue are being calculated in your ROI is crucial to getting an accurate figure. Ensure that you consider all of the costs associated with each marketing campaign and accurately track how you're gaining new patients or procedures to continue growing your marketing success and practice.

Why Orthopedic Clinics and Surgeons Partner with WebMarkets Medical

Aligning all of the steps to effectively get your orthopedic practice and services in front of potential patients might seem daunting. While building an effective marketing campaign can certainly be done without the help of certified marketing professionals, it usually entails a lot of trial and error, unnecessary expenses, and time spent focused on understanding the background behind building a successful marketing approach.

You are a busy medical professional whose valuable time should be spent on serving your patients. We can help. At WebMarkets Medical, we know and understand medical practices, their patients, and the cutting-edge techniques to ensure that we help you grow your practice.

We take pride in the work that we do with our medical patients. Successful marketing campaigns in this industry means that patients find the solutions they need to help them live healthier and more productive lives. At WebMarkets Medical, we are committed to understanding your practice, building trust with your audience, and effectively telling your story so that you can continue to help the people in your community. Whether you need to develop a campaign from the ground up, or if you need some guidance on creating a marketing strategy that connects, we have the expertise to help you grow your practice today. Call today to schedule an appointment today so we can create an effective SEO strategy that helps you reach more patients and enhance your bottom line.

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