Search Engine Optimization for
Orthopedic Practices

How incorporating a strategic SEO campaign can take you to the next level.

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For search, Google’s goals are simple — it wants searchers to receive the most relevant results to their query as quickly as possible. 

To achieve this aim, Google weighs various factors to determine if your website is relevant to the query, is trustworthy, and if it deserves a high ranking in organic search returns. SEO for orthopedics involves optimizing your website to rank highly for search terms that match the conditions and procedures you specialize in.

Orthopedic SEO Basics

Effort Meter

Your Available Options At-a-Glance

  • Generating New Patients: Very Effective
  • Do It Yourself: Very Difficult
  • Typical Cost: $500 - $3,500/month

Advice Media has been executing successful SEO campaigns for over 20 years, continually adapting to changes in the market and Google’s algorithms. We have proven solutions and a veteran team ready to recommend strategies that will help your practice become more successful online and offline.  

Did You Know ... ?

75% of internet users never scroll past the first page of search engines

Source: HubSpot

Components of a Successful SEO Strategy

Content Optimization

Is your site an educational resource for prospective clients?

You can help your digital marketing firm know where to focus by providing original, engaging content on your key areas of specialization at your orthopedic practice. This enables the firm to optimize that content to push you up in organic search. To get this started take your five top procedures and the top five questions/concerns your patients have and provide those to your SEO marketing firm.

Content optimization is a continuous process of analyzing and adjusting the content on your website to expand your reach and improve the user experience. Keywords, a variety of media types, and organized website code are just a few factors that Google looks at while analyzing website content. There are many other components to content optimization, such as keyword research, proper HTML coding, URL structure, image file names, and outbound/inbound linking.

It can be daunting, but Advice Media’s platform focuses on content optimization. Depending on your package level, we will regularly collect data from content audits and turn it into helpful insights on where you can focus to improve your content strategy. This allows you to always have a plan of action to improve your SEO efforts. 

Once Google decides your page has relevant content for a user’s search query, it then seeks to measure the degree of relevance and value by looking at how long a user stays on your site and engages with your content. The longer they stay on a page, the more relevant that page appears, and the higher you will rank for those search terms. This also increases the overall likelihood of converting those visitors into leads.

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Slice of Advice

Not sure what content to add to your site? Think about Frequently Asked Questions, benefits of your product or service, what to expect, testimonials, videos, and photos.

Link Building

Having relevant content on your website is just one aspect of a successful SEO campaign. You also need a way to signal to search engines that you are a trustworthy source of information. The best way to do this is through effective link building - the process of getting other websites to link back to your website.

High-quality content and link building are the two most important signals used by Google to rank your website for search.

Source: Google

Keep in mind that these links should be high-quality and naturally obtained. 

Here’s a helpful checklist when determining the quality of an inbound link: 

Domain authority

How authoritative is the site that links to you?

Coding of the link

Does the HTML code of the link tell Google that the site trusts you?

Subject relevance

How relevant is the site to your market/specialty?

Spam score

How trustworthy is the site that links to you?

Anchor text

In what way is your site mentioned, and where on the website does the link appear?

A good rule of thumb is if a user would benefit from the link, and the site that links to you is well-liked, then it’s a high-value link.

Link building can be extremely time-consuming and cause unnecessary headaches. We understand this and offer a solution.

Depending on the level of your package, we will perform link building efforts for a certain amount of time every month. These efforts ensure relevant and trustworthy links back to your site.

Did You Know ... ?

74% of consumers trust a local business with reviews that are positive.

Source: Bright Local


Online reviews have become a crucial factor in the orthopedic sales funnel.

Reviews are often the first impression a potential patient has with your practice. 

It may seem odd to think of a patient reviewing your orthopedic practice. But if your knee replacement surgery alleviates his chronic knee pain, he’ll be thrilled to give you a 5-star review. Online reviews have become key for all businesses, and medical practices aren’t immune. They often are the first impression a potential patient has with your practice. 

While reviews are helpful for potential patients, the quantity and frequency of reviews of your business can also affect your online visibility. 

Having a profile with a lot of consistent reviews shows Google that your practice is popular and frequented often, which is rewarded by making you more visible in search results.

Responding and engaging with these reviews pays off both in patient loyalty and search, and you don’t spend a dollar doing so. You need to have an office routine to encourage patients to submit reviews and to respond to reviews that have been posted. But it’s hard to be constantly vigilant. How can you know when every new review has been posted?

Advice Media’s comprehensive Review Power platform eliminates this difficulty by allowing you to quickly and easily request reviews from patients that visit your office, alerts you of any new reviews that come in, and allows you to respond to reviews that come from Facebook or Google. Having all of this in one place creates a streamlined process of managing your online reputation.

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Did You Know ... ?

68% of consumers would stop using a local business due to incorrect information in online directories.

Source: BrightLocal

Local Directory Listings

All of us use Yelp when trying to find a new restaurant. Well, people also use the popular directory site to find an orthopedic surgeon. 

Of course, you want to be sure these directories have accurate information about your orthopedic practice, but having a staff member wade through the endless options is impractical. Yet, inconsistency across listings confuses search engines; they assume different listings (such as Street and ST or Office # and Suite #) are for different businesses. Having accurate NAP information — name, address, and phone — ensures that search engines and patients have the correct information. This consistency across the web instills trust, helps bring patients to your orthopedic, and is crucial for search rankings.

These directories serve as resources to connect orthopedic practices with potential patients.

Your orthopedic practice needs to work with a digital marketing firm that can handle your directory listings, making sure they are consistent and you don’t need to worry about them.

Advice Media’s software is designed to ensure all of your business data is correct across all directories.

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