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Golden Tide Consulting: A Case Study on How We Got More than 2,700 Keywords on the First Page of Google for an Orthopedic Practice

Part of owning a successful business in the healthcare industry means being able to capture the attention of new patients.

What is one way you, as a business owner, can do this in our modern day and age? By making effective use of keywords on your website. 

What is the correlation between keywords and potential patient attention? And why should you be concerned about the keyword ranking on your website? How does this affect your business?

The Importance of Keywords for Your Medical Practice Website 

Keywords (also called queries) are the words and phrases that searchers enter into search engines to find the information they’re looking for. 

Strategically targeting specific keywords on your web pages is essential because they are the link between the question your potential patient is asking and the answer you can provide that will fill their need. They make your website more visible online and play an integral role in why someone would choose your practice.  

As a website owner, you want the keywords on your web pages to be relevant to what people are searching for so they have a better chance of finding your content among their search results.

When you know and display your potential patient’s questions through the use of keywords and key phrases, it puts you in a better position to give them answers. When you answer a potential patient’s questions, you build a sense of trust with them before they even walk through your doors. 

Creating a strong digital presence in the field of healthcare marketing has been a passion of mine for over 10 years! My team and I have used our medical marketing expertise and extensive knowledge of SEO to help clients stand out from their competition online and increase traffic to their businesses. 

The problems we’ve faced, as well as the solutions we’ve found regarding boosting a website’s keyword ranking, are explained in the case study below.

The Problem Our Client Faced 

We had an experience with an orthopedic practice located in Columbus, Ohio that was experiencing two major problems regarding their use of keywords before we started working with them. This practice has many specialties, including pain management, sports medicine, and neurological care. 

When they came to us, they were searching for a healthcare marketing agency that could help them beat the competition in their city and rank higher in the SERPs (search engine results pages). They were also looking for an agency that would be more responsive and care for them personally as a business due to the fact that the agency they were with previously had a 3-5 day response time. 

Two major problems this practice was experiencing before we started working with them were: 

  1. They were using an outdated method of SEO regarding keywords. The practice was writing short pieces of low-quality content that contained few, if any, keywords to try to attract potential patients to their specialty pages. 
  2. The design of their website wasn’t up to date. This client had a website, but the architecture and design of the website weren’t user-friendly or inviting. The client even admitted that they were not in love with the design of their website, and neither were their users. 

The Client’s SEO Before GTC

The figures below show what the orthopedic practice’s keyword rankings were before we started working with them.

Our Strategy for Solving Their Problem

When we started working with this client, they had several goals for their practice, but they didn’t quite know what exactly they needed to do to reach these goals. That’s where we came in. 

We developed a strategy based on the goals that the practice wanted to reach and determined that the following steps were needed to effectively optimize their site and reach their goals. 

  1. They needed to create more informational content for each of their specialties to attract more traffic to their website. 
  2. They needed to revamp their website with a fresh and modern design that had a more logical and easily navigable architecture.

How We Implemented These Steps

We started by creating a modern and easily navigable web design for our client. Then we did thorough research on some key metrics for their website, including: 

  • The website’s existing keyword rankings. We updated the content that was already on the client’s website by including keywords and phrases for each article that ranked high for each topic. We also did keyword research to see which related topics could supplement the main topics that already existed on the website and created a “content silo.” This significantly increased the potential for more keywords and key phrases to be used throughout the site. 


We presented the client with the image below explaining how we would expand the content on their website and increase the use of keywords in those pieces of content. Doing this would increase the site’s keyword ranking overall.

  • The keywords of their top competitors. We did research on what keywords similar businesses and practices were using in their city and cities nearby so that we could gauge their competition. We examined the monthly search volume for each keyword and looked at the “keyword difficulty” (a metric in Ahrefs and Semrush) of these competitors. 


We chose keywords that weren’t too generic and impossible to rank for, but that still had some search volume and were worth targeting. Then we grouped those keywords together so that we could rank for multiple related keywords in each article. 

This increased the possible search volume while still focusing on lower-difficulty keywords. We made sure to do this once every three months so that we could be in tune with the latest information. 

  • An analysis of the internal links and backlinks on the site. As we add content to the website, we link all of the articles together in various ways. This encourages visitors to the site to stay longer because they are finding valuable content that is related to what they initially searched for. 


Internally linking the articles also gives the site more authority in the eyes of Google because the topics are fully covered, and each supplementary page that is added is another chance you have for people to find your website in their search results.

Regarding backlinks, we use tools like Semrush to check the quality of the links coming into the site. If there are websites linked to the client’s website that are toxic or spammy, then the client’s website will suffer and will not be viewed as reputable in the eyes of Google. 

To remedy this, we removed any potentially toxic links to the site and made sure they had a clean backlink profile.

The Results

Due to the effective implementation of our SEO strategies and keywords, after about a year and a half, our client saw tremendous growth in their keyword rankings overall and a 3x growth on their front page keywords! 

Under our care, this client has continued to grow and rank high for keywords. This has led to an increase in online visibility, new patients, and revenue for the practice.  

The graph below shows the dramatic growth on the first page that this client experienced in keyword rankings after they started working with us.

The Client’s SEO After GTC 

The figures below show what the orthopedic practice’s keyword rankings were after we started working with them.

Become a GTC Success Story

Our passion is seeing our clients succeed. We do everything in our power to ensure that your business and brand are well-represented online. 

We make sure to implement tried and true SEO strategies while at the same time adapting to the ever-changing world of SEO. This ensures that your business is consistently benefitting from the most current methods of SEO. 

Claim your space online and take your business to the next level! Contact us today to see how we can use keywords and key phrases to increase your online visibility and grow your business.

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