Alexander Orthopaedics

SEO-focused content strategy boosts orthopedist’s new appointment requests by 50% YoY and top 10 keywords by 75% in just months

Alexander Orthopaedic Associates is a multi-location orthopedic surgery and care center with locations throughout the Tampa Bay area. They specialize in outpatient surgery, physical therapy, and rehabilitation for patients suffering from orthopedic injuries.

Big Sea has been helping Alexander Orthopaedics with their digital marketing since 2018, and our efforts continue to compound. Their competitors took notice and increased their own search marketing effort. Despite offering premier orthopedic treatment and care, Alexander Orthopaedic was getting buried below competitors’ pages in online search results due to a lack of investment in keyword-optimized web content.

With the number of surgeries and treatments that Alexander Orthopaedics offers, we knew there was potential to elevate the site as a subject matter expert that hosts informative content on the various injuries and conditions that they specialize in treating.

Our goals were to

Increase the total number of keywords ranked for high-profit margin surgeries and treatments

Boost organic traffic to the site by expanding Alexander Orthopaedic Associates’ online visibility in search engine results

Expand brand awareness for Alexander Orthopaedic Associates as the go-to experts in the orthopedic field

Increase Schedule an Appointment form fills and patient appointment calls

An array of services and treatments – but no online visibility

A lack of keyword-coded content

When they first came to us, Alexander Orthopaedics had an array of available services and treatments, but they had little content built out on their site beyond primary service pages. In order to compete in digital rankings, we needed to accelerate their content production to drive more organic traffic to their page.

A need for storytelling and social proof to drive conversion

But organic traffic wasn’t the only issue. Alexander Orthopaedic also needed those visitors to book appointments. Big Sea singled out patient testimonials as an area for significant growth on the website. Story-driven videos of patients and doctors sharing their stories were needed to convince visitors to the site that they too would benefit from scheduling an appointment with an orthopedic doctor.

Create a content network that leverages medical expertise and innovation

Keyword research and content strategy to draw organic traffic

Our content production strategy began with an analysis of Alexander Orthopaedic’s competitors’ web traffic, followed by keyword research for their many areas of specialization. We developed a strategy to use the existing main surgery and treatment service pages as pillar pages to build out a wealth of supporting content.

Based on our keyword research, we created a network of content topics around each of these services that we could build out into individual pages and blog posts designed to draw search engine traffic by addressing prospective patients’ concerns and answering commonly asked questions about orthopedic injuries and procedures.

Big Sea conducted interviews with each of the specialized orthopedic surgeons to confirm which topics they service in the centers and collect their advanced knowledge to boost our content with quotes and information from the doctors that would be treating incoming patients. We also asked the client to identify their services with the highest profit margin, so that we were able to make sure our content strategy focused on building out pages for services that would maximize the client’s return on investment.

Alexander Orthopaedics

SEO-focused content strategy boosts orthopedist’s new appointment requests by 50% YoY and top 10 keywords by 75% in just months

Our goals were to

An array of services and treatments – but no online visibility

A lack of keyword-coded content

A need for storytelling and social proof to drive conversion

Create a content network that leverages medical expertise and innovation

Keyword research and content strategy to draw organic traffic

Video production to highlight medical expertise and patient satisfaction

Measuring the Results

SEO-focused content strategy boosts orthopedist’s new appointment requests by 50% YoY and top 10 keywords by 75% in just months

Our goals were to

An array of services and treatments – but no online visibility

A lack of keyword-coded content

A need for storytelling and social proof to drive conversion

Create a content network that leverages medical expertise and innovation

Keyword research and content strategy to draw organic traffic

Video production to highlight medical expertise and patient satisfaction

Measuring the Results

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