Alexander Orthopaedics
8 years in, still growing: 130% YoY boost in online bookings for regional orthopedic practice.
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.
The Goals
Create a lead-generation machine
- 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 appointment form fills and patient appointment calls
The Problem
Incredible services, 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.
The Strategy
Create a content network that leverages medical expertise and innovation
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.
Story-led SEO
SME activation aligned to keyword research
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.
High-quality and short-form video production
Alongside the content strategy, Big Sea produces a mix of high-quality testimonial videos and short-form social clips every month to support both conversion and awareness goals.
In-depth patient interviews were developed for use across key website pages, helping build trust and credibility through authentic patient stories. These longer-form videos were then adapted into quick, engaging social content, designed to capture attention, extend reach, and drive potential patients back to the site. Together, this video approach supported the full journey, from initial discovery to confident decision-making.
They have specialists handling every aspect of the project, and it’s a synergistic effect. They have many tricks and tools for learning your business and what makes you stand out from the rest. Tons of expertise goes into understanding your practice, providers, and goals. All of these elements come together to make your project successful.
Lisa AlexanderDirector of Personal Injury Services
Measuring the Results
With our ongoing efforts, we’ve positioned Alexander Orthopaedic Associates as the best orthopedic care in the Tampa area. Thanks to Big Sea’s content strategy and creation, Alexander Orthopaedics saw a 4-year period of strong growth with continuing gains.
240%
Increase in total organic sessions
453%
Increase in top 10 keywords
479%
Increase in total keywords
142%
Increase in online appointment requests
