Marketing Your Practice: Why it Matters and How to Get Started

As the only specialty that can claim to be the ‘world’s premier healthcare profession’ (according to the World Health Organization), surgeons are held in high esteem by the medical community. This prestige is reflected in the demand for their services; as a result, competition for patients can be fierce. As a result, surgeons need to employ all available resources to gain and retain patients, including the use of specialized marketing strategies.

Healthcare is an expensive sector, with a large proportion of this spent on patient care. This means there are limited dollars available for advertising and marketing your practice. However, the high demand for surgical services means that competition is fierce, which makes it an ideal sector for marketers to fight for a piece of the action. 

Whether you’re starting your own healthcare business or boosting an existing one, marketing through a healthcare SEO strategy is essential for its success. If you want to stand out from the competition, you need to have a great website and a good healthcare SEO strategy for a surgeon or any medical practice. This guide will teach you everything you need to know about healthcare SEO marketing, from the basics to more advanced techniques. From finding the right keywords to optimizing your site for search engines, we’ll show you how marketing your practice stands out and make a profit.

What is Healthcare SEO?

Healthcare SEO is the process of optimizing your website to increase the number of visitors to your website and, ultimately, the number of patients you bring through your doors. In other words, it’s the use of online marketing strategies to boost your online presence so that you can capture more patients and get found by more potential patients online. It’s the process of improving your online presence so that you can attract more patients, especially those in search of orthopedic, general, or neurological surgery. 

Healthcare SEO can be divided into two categories: on-page optimization and off-page optimization. On-page optimization is the process of improving the content, structure, and flow of your website to make your content more attractive to voters. The goal of on-page optimization is to create high-quality content that is optimized to drive conversions. Off-page optimization is the use of backlinks, exchange links, and social media strategies to get your website ‘found’ by the search engines and rank higher in the SERPs (Search Engine Results Pages). While both on-page and off-page optimization are essential to healthcare SEO, off-page optimization has received much less attention, especially in the aftermath of Google’s changes to its algorithm.

Why is Healthcare SEO Important?

We all know what happens when you ignore a problem: it gets worse. Healthcare SEO for surgeons is a timely and important topic to address. With the increasing trend towards outpatient surgery, demand for surgical services is on the rise. This means competition for patients is also increasing, which makes it even more important for medical practices to do everything in their power to attract potential patients.

How to Get Started with Healthcare SEO

The first thing you’ll want to keep in mind is that SEO is an ever-changing beast. With Google making frequent and substantial updates to its algorithms, SEO is an ever-evolving field. Thus, the best SEO advice is to be flexible and adaptable. The keywords that bring visitors to your site may change over time. To be successful in healthcare SEO, you’ll need to be ready to change your strategy as needed in order to maintain a high level of performance.

Strategies for Improving Ranking

Here are some strategies that will help your site improve its ranking in the SERPs.

Optimize Your URLs. A high-ranking website is, in part, a result of having high-quality links pointing to it. Since the Google algorithm updates, the strength of a link has become an important factor in determining your rank. For this reason, it is critically important to optimize the URL of your site. This means picking a single URL for your site that is easy to remember and type. It’s also a good idea to use your website’s URL as the basis for your Google search Console account.


Healthcare SEO is a vital part of online marketing. By optimizing your website for the search engines, you’ll be able to attract more patients and improve your income. The end result? A happier, healthier, and more productive population. And, who knows, you might just find your next surgical practice partner in the process!


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