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.