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We get it. Orthopedic surgeons and practice managers are busy. But, are they attracting the patients they prefer?

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new user increase:


total visits:


total conversions:


orthopedic surgeons

Their time is filled with an abundance of patient appointments, overwhelming responsibilities, and multiple stressors between running a successful practice, keeping staff engaged, and changing the lives of patients in the OR.

Successful SEO Strategies for Orthopedic Surgeons.

years in business
websites launched
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Orthopedic SEO

Gustavel Orthopedics

Now ranking over all other surgeons, major hospitals, and clinics for all orthopedic surgeon + sports medicine related keywords.


now ranks #1 for


orthopedic related keywords

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Tracking SEO Conversions, ROI + 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 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 in your orthopedic 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).

A crucial point to success is the working relationship we have with the practice administrators. 

As we align our goals with the practice management and group of surgeons, we work diligently to complete those goals, resulting in ultimate success for the practice.

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.

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.

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.

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 your clinics needs 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.

The SEO Pie Chart.

healthcare seo pie

The Orthopedic SEO guide to attract new patients.

it starts with keyword research.

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.

not all keywords are the same.

Focus on keywords that provide consistant search volume and integrate them into your content, metadata, and link building strategies at an optimal density. If you do not, your website will not obtain the organic search traffic it requires to be a successful new patient acquisition asset. If you are not consulted properly, your website may not be optimized on the best keywords possible, then you are likely missing out on a necessary foundation of your SEO strategy.

Kris Lloyd, SEO + Healthcare Marketing Advisor

Throughout his 15+ years of healthcare marketing experience, Kris Lloyd has led teams to developed hundreds of healthcare marketing + SEO plans that have all generated wildly successful results.

SEO Strategies for Orthopedic Surgeons

WebMarkets Medical Orthopedic SEO strategies are built to attract the patient cases orthopedic surgeons prefer.

This clinic objective allows our orthopedic specialist clients to build their orthopedic practice the way they want to, from a long term profitable and enjoyable basis.


BCB Therapy desk, a safe place where you come first

  • Too Busy with Orthopedic Cases You Do Not Prefer
  • Too Busy with Orthopedic Cases That Are Not Profitable
  • Practice Management is Overwhelmed
  • Clinic Branding Does Not Correlate
  • Practice Ownership Is Unclear About Clinic Growth and Sustainability

WebMarkets Medical bridges the gap between patient and provider. Specializing in Orthopedic Surgeon SEO

SEO Creates Authority.

When you search Google, you expect the #1 listing to be the best, most trustworthy, relevant, and reliable resource for you, regardless of topic, industry, or location. Everyone know this.

Orthopedics is no different. Being the top orthopedic surgeon in your region also means being #1 on Google. If your orthopedic practice is not ranked #1 on Google, you are losing out on an exponential amount of orthopedic patient cases.

  • Practice Managers
  • Orthopedic Surgeons
  • Ortghopedic Clinic Support Staff
  • Marketing Management
  • Clinic Ownership

  • We Bring the Patient Cases Surgeons Prefer
  • Position Your Orthopedic Brand as the Authority
  • Measure SEO Website Data + Conversions
  • Build Sustainable SEO Success Based on Historical Data
  • Alleviate Stress From Practice Management
  • Continued Growth of Your Orthopedic Practice

orthopedic SEO factors.

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. 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.


Backlinks + 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 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.

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.

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.

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.

The time is now.


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on-page orthopedic SEO factors

Healthcare seo strategies that propel you as the #1 medical authority in your specialty on google.

When you search for physician specialties in your area, what do you find? In today's fast paced online environment, if your medical clinic does not have a Google presence, you are instantly losing.

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.

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.

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.

Google Business Profile Listings

NAP Listings

Social Media Signals

Orthopedic SEO Ranking Tools.


MOZ is consuidered the gold standard of SEO reporting and analystics. It offers a variety of keyword analysis, recommendations, and reporting with link crawlers to anlyaze every website on the Internet.

Google Analytics.

Google Analytics is a helpful tool because it is offered by Google directly and provides information regarding website users, traffic reporting, and insights to make educated decisions based on data.

Google Tag Manager.

Google Tag Manager allows users to track and manage your advertising ROI as well as video, social networksm, and SEO conversion tracking all in one place.

Achieving 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.

Beneficial ROI Metrics Include:

  • Organic traffic
  • Keyword rankings
  • SERP visibility
  • Backlinks
  • Page Speed
  • 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)


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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.

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.

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.

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.

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.

Blog strategies.

Blogging is an incredibly effective way to attract high quality website traffic.

But what should you blog about?

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.

  • Focus on quality Orthopedic Content: 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.
  • Understand Your Patient Audience: 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.
  • Provide Great Answers to Orthopedic Questions: 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 Your Patient Audience: Speak to patients in a way that they understand. Make sure that your content is easy to digest by the average reader.
  • Be Thorough: Don't skimp on the visuals. Include pictures, graphs, and other visuals that make your content appealing.
  • Be the Orthopedic Resource Your Audience Craves: 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.

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 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.

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.

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new patient acquisition.

WebMarkets Medical identifies areas of preferred practice growth and implements plans that attract the exact patients physicians prefer.

customized healthcare marketing solutions.

WebMarkets Medical has everything you need to start or revamp your online presence with custom  web design, SEO, and social media & reputation management and more that your healthcare practice needs.

serious about SEO.

The future is being built online. Our solution provides options in unique website design, connecting to patients and boosting your rank using SEO. Successful new patient acquisition models rely heavily on effective healthcare SEO strategies .