8 Local SEO Strategies For Orthopedic Surgeons (2020 Guide)

8 Local SEO Strategies For Orthopedic Surgeons

Local SEO provides searchers with the information that they are looking for, whether it’s a service or product. Local search engine marketing is one of the top ways to market your business in 2020. This is why it is incredibly essential for local businesses, especially Orthopedic doctors and surgeons to utilize this marketing tactic in their business strategy.

Someone who is looking for an orthopedic wants to find the most trusted and reliable surgeon that is devoted to the prevention, diagnosis, and treatment of disorders of the bones, joints, ligaments, tendons and muscles.

This is where your Local SEO comes into play, to place your website at the top of the search engine results for your given area.

Here are the top Local SEO tips that your Orthopedic practice can implement to boost your website’s rankings on Google.

Top 8 SEO tips for Orthopedic doctors:

  • Local Keyword Strategy
  • Google My Business
  • Review Generation Strategy
  • Citation Building
  • On-Page Optimization
  • Link Building
  • Social Signals
  • Mobile-friendly Website

So now let’s dive into each one of these Local SEO techniques.

1. Local Keyword Strategy

Every local SEO campaign should start with figuring out the target keywords that you want to rank for. These are the keywords that you want to focus on, throughout your website focused around your niche. In this case, it should be targeting “Orthopedic doctors” or “Orthopedic surgeons”.

In local SEO, you want to look for high purchase intent keywords. This just means that people who are searching these terms are more than likely going to need a procedure done or get a medical evaluation soon. So you want to look for keywords such as “Orthopedic doctor + City” or “Orthopedic surgeon + City”.

Now, this is where the local SEO comes into play. The whole reasoning behind local SEO is so that your website appears when someone is searching for an Orthopedic surgeon near them right. So here are two examples of how you should target your primary keyword.

Orthopedic doctor in Toronto
Orthopedic surgeon in Dallas

The keyword research process is usually done with SEO tools, but here is a freeway that you can quickly find potential keywords to target by using Google. Simply do a search for your keyword, but do not press the search bar, instead pay attention to the “suggested keywords” that Google gives you such as in the picture below.

2. Google My Business 

Your Google My Business is a free platform that Google gives you in order to market your business on Google Maps. You have probably seen these search results where it gives you a map and the top 3 results. Such as in the picture below.

If you haven’t set up your free listing go ahead and click here to go to their sign up page. Now there are some optimizations that you also need to do if you want to show up in the top 3 results which receive over 70% of the clicks.

First you want to fill out as much information as possible about your company and as accurately as possible. Here are the top ranking factors for Google My Business:

  • -Relevance
  • -Distance
  • -Prominence

Yes these are very broad terms but now let’s get into more specific details straight from Google.

  1. Enter complete data
  2. Verify your location
  3. Keep your hours accurate
  4. Manage and respond to reviews
  5. Add photos

If you do all of these, your Google My Business should be set up for success within your city.

3. Review Generation Strategy

Reviews are very important when it comes to Orthopedic surgeons and doctors. Patients want to know that they are visiting a trusted physician that they can trust and have confidence in. This is why having reviews are extremely important in this industry. 

Reviews not only have the power to influence consumer decisions but can strengthen a company’s credibility. You must have a review generation strategy put into place in order to capture positive reviews consistently. I have found that the best way to get patients to leave a review, is to simply ask them politely if they have been satisfied with your services. If they could leave you a 5 star review on Google. 

The second way to do this is through email marketing. Once a patient has visited you should immediately send them a followup email, thanking them for their visit and if they could leave you a positive review on Google. Just make sure to include the link that goes directly to your Google my business review section, so that they can easily leave a nice review for you.

Just go to your Google My Business and find the “get more reviews” button such as below.

4. Citation Building

Building citations is a very important part in your local SEO strategy. These are just getting your business NAP ( Name, address, and phone number) on online business directories. These are websites such as Yelp, Foursquare, Mapquest and many others. These are usually free for businesses to list their business information on and are very important in increasing your authority in your local city. 

Here are best practices for citation building:

  • Make sure your NAP matches your My Google Business listing
  • Look for citation websites that are specific for your city
  • Include as much information, photos, and videos if possible
  • Check which websites your competitors are listed on using the free Moz, check your online presence tool.
  • Look for niche or industry specific citation websites to get listed on

This has also been said to help increase your rankings on the Google Map Pack with your Google my business. Many Orthopedic doctors do not have enough time to do this themselves so I would suggest you outsource this to somebody to do it for you.

5. On-Page SEO Optimization

On Page SEO refers to all of the optimizations that are done on the actual pages of the website. This is perhaps one of the most important factors when it comes to ranking locally. 

The content on your home page should be centered around your main focus keyword. In this case, it should be your type of speciality such as Orthopedic doctor + your city. This will be the foundation of the rest of your content.

Here are the top 8 tips for optimizing your on-page SEO:

  1. Make your home page centered around your main targeted keyword.
  2. Include as many service pages as possible. (These serve as supporting content for home page)
  3. Optimize your Header Tags which include H1, H2, H3 and so on, with descriptive keywords supporting your H1 that should include your main keyword.
  4. Include your city name in your actual content where it makes sense. (Only where it looks natural)
  5. Include your NAP (Name, Address, and Phone number) in your footer.
  6. Embed your Google Maps into your page (usually in the footer)
  7. Put your keywords in the file name of your images such as, spinal_surgeon_in_dallas.jpeg
  8. Include a descriptive ALT tag into your images. (This should describe the picture and include keyword if it makes sense)

6. Link Building

Link building otherwise known as Off-page SEO is probably one of Google’s top ranking signals. Link building simply means that you get a link from another website, that points to your website.

This acts like a “vote” to Google that your website is an authority in your industry. You can see some of the top ways of building backlink below.

My favorite techniques include:

Guest posting– A guest post is when you exchange a piece of content for a backlink to your website. The easiest way to get backlinks from high authority websites is to reach out to other Orthopedic doctors or clinics and offer to write an article for them in exchange for a backlink to your website.

Creating linkbait– This includes building high quality, long-form articles with data and charts that other bloggers may want to link to. This takes more time, but the payoff can be certainly worth it.

Sponsorships– This tactic works by sponsoring a local event and in return, they will usually link back to your website through a blog or a page on their website.

Another great way to get some easy backlinks is to create profile pages on web 2.0’s or social profiles, which include websites such as:

7. Social signals

Social media or social signals in SEO refers to how social media activities can boost your website’s organic traffic through search engines. It’s a topic that never gets old. Social media is critical to any Local SEO campaign. This helps build social proof of your business as well as show signs of engagement to Google that people are interacting with your social media content. 

Social media is the easiest and most effective way to push out your SEO-based content. While the incoming links from your social media shares don’t have the same impact as authentic links from high-quality sites, they can influence your bounce rate and time-on-site engagement.

You can share your articles to all of your social media accounts in order to improve your social signals back to your website. Just make sure to include your website link in your profile accordingly.

Since the majority of orthopedic and spinal practices target their services to local and regional patients, it is critical that they should have a local SEO strategy.

8. Mobile-Friendly website

The last technique is to make sure your website is optimized for mobile searches. Google has publicly stated that in 2019 and beyond, sites that are not mobile-friendly will not have an excellent chance of ranking highly.

If you’re using WordPress at your CMS, then you will more than likely already have a mobile-friendly website; however, you should double-check with your web design company or digital marketing company that created your website.

In Conclusion

Orthopedic surgeons and doctors could be missing out on a lot of phone calls and bookings by not having a Local SEO strategy in place to help boost their local presence organically.


Since the Google algorithm is constantly changing, it is essential to stay on top of the latest SEO factors to keep your spine and Orthopedic websites on the top of the search engines.

So, I would advise you to follow this Local SEO guide for orthopedic doctors to increase your local rankings, to pass your competitors online.

If you do need further guidance with optimizing your Local SEO strategy and could use the help from a Dallas SEO Agency, I am here to help you grow your website to the top of the search engines. Just leave a form at our contact page or contact us directly at 469-288-9059.

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