SEO in Action: Understanding What We Do Every Month To Increase Your Rankings

Written by: Aaron Michael Buch

The foundation of SEO is established in the first few months, but the most significant, ongoing work happens afterward. SEO is not a one-time task—it’s an evolving strategy that requires continuous refinement, adaptation, and optimization. As competitors, algorithms, and user behaviors change, our focus shifts to enhancing performance, relevancy, and user experience, ensuring that your practice not only achieves high rankings but maintains and grows its digital presence over time.

Our month-to-month SEO management encompasses advanced strategies that go beyond keyword rankings, focusing on conversion-driven growth, brand authority, and a comprehensive digital presence. Here’s an overview of what our ongoing SEO services entail:

Core Elements of Our Ongoing SEO Management

1. Content Strategy: Keeping Your Site Valuable and Relevant

• Ongoing Content Optimization: We regularly update content to align with patient questions, orthopedic care advancements, and new search intent trends. This includes creating in-depth guides, FAQs, and condition-specific resources to keep your site a valuable resource for patients.
• Voice Search Optimization: As more patients use voice search, we adapt your content to reflect conversational search patterns, making your practice easily discoverable when patients ask natural-language questions.
• Engagement with Multimedia Content: Videos, images, and interactive elements engage users deeply and support their educational journey. For clients enrolled in advanced solutions, we monitor metrics like video completion rates and engagement clicks, enhancing patient experience.

2. Link Building: Building Authority Through Quality Backlinks

• Strategic Backlink Acquisition: Each month, we actively pursue backlinks from respected medical publications, industry blogs, and other relevant platforms. These organic, high-quality links establish authority in orthopedic and spine care.
• Guest Posting and Influencer Collaboration: Our team engages with thought leaders and credible websites to create guest posts, collaborate on content, and cultivate quality backlinks that strengthen your domain’s reputation.

3. Technical SEO Adjustments: Adapting to Algorithm Changes

• Schema Markup and Structured Data: To help Google better understand your content, we implement structured data, which can improve visibility in rich snippets and enhance rankings.
• Site Architecture and Crawling: We maintain site performance by optimizing sitemaps, managing robots.txt, and fixing crawl errors—keeping your site optimized for search engines and easy to navigate for patients.
• Adaptability to Algorithm Updates: As Google’s ranking factors evolve, we continually refine technical aspects to ensure your site maintains compliance and performs well.

4. Competitor Analysis: Staying Ahead in a Competitive Market

• Keyword and Content Gap Analysis: By analyzing competitor strategies, we identify new keywords, content topics, and gaps that we can fill to keep your practice competitive.
• Backlink Opportunities: Tracking competitors’ backlinks helps us identify valuable sites and partnerships, which we can leverage to expand your site’s authority.
• Proactive Strategy Adjustments: Monthly competitor assessments keep us agile, adapting to changes in the orthopedic and musculoskeletal market and adjusting your strategy accordingly.

5. Local SEO Optimization: Capturing Nearby Patients

• Google Business Profile Optimization: We ensure your Google Business Profile is up-to-date, making it easy for local patients to find you and book appointments.
• Review Management and NAP Consistency: We monitor and manage patient reviews, ensuring consistent information (Name, Address, Phone) across directories. This establishes trust and strengthens your local SEO, helping patients choose your practice over others.

6. Site Performance: Ensuring a Seamless Experience

• Page Speed Optimization: A fast site ensures patients don’t drop off due to long load times. By analyzing user engagement and navigation bottlenecks, we make targeted adjustments to enhance patient experience.
• Data-Driven Enhancements: Through tools like Google Analytics and heatmaps, we gain insights into how patients interact with the site, identifying areas for improvement that increase engagement and conversions.
• Core Web Vitals: We go beyond basic monitoring with advanced performance strategies, such as minifying scripts, optimizing images, and improving mobile performance to meet Google’s Core Web Vitals requirements for speed, interactivity, and stability.

7. Mobile Optimization: Reaching Patients on Every Device

• Cross-Device Functionality: We conduct regular cross-device testing to ensure that your site performs smoothly across all screen sizes and platforms, from desktops to tablets and smartphones.
• Mobile Performance: Since a large portion of patients search for healthcare on mobile, we optimize mobile layouts, improve touch targets, and enhance speed to keep users engaged and prevent high bounce rates.

8. Security Enhancements: Protecting Patient Trust

• HIPAA and Security Compliance: Security and patient privacy are essential. Each month, we perform audits to maintain industry compliance (e.g., HIPAA) and identify potential vulnerabilities.
• Firewall Management and Backups: Regular firewall updates, plugin management, and data backups protect against breaches, ensuring patient information remains secure.

Beyond Rankings: Building Brand Authority and Trust

Achieving high rankings and conversions is only part of what we do. To create a robust, sustainable online presence, our SEO approach also includes:

1. User Engagement Metrics: Beyond traffic, we focus on how users interact with your content:
• Click-Through Rate (CTR): Measuring CTR in search results shows how well your titles and descriptions attract patients.
• Dwell Time and Bounce Rate: Tracking time on page and bounce rates helps us understand content relevance, adjusting content that may not fully satisfy patient queries.
2. Content Interaction and Conversion Metrics: Conversions are key, but content engagement builds trust:
• Scroll Depth and Engagement: Monitoring engagement depth on key pages helps optimize content for patient needs.
• Return Visitors and Brand Affinity: Measuring returning visitors helps us gauge patient loyalty and brand trust.
3. Core Web Vitals and UX/UI: While these metrics are foundational to SEO, they’re often available only in advanced plans that incorporate UX/UI enhancements:
• Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS): Ensuring these user experience standards provides a seamless browsing experience, positively impacting rankings and user satisfaction.
4. Content Relevance and User Intent Matching: We track metrics that go beyond simple keyword focus:
• Search Intent Fulfillment and Page Authority: Analyzing metrics like dwell time and low bounce rates on content reveals how well we match user intent.
• Content Freshness: Regular updates keep your content relevant, boosting your site’s standing in Google’s eyes.
5. Visibility Beyond SERPs: We look beyond traditional rankings to broader visibility indicators:
• SERP Feature Visibility: Securing featured snippets, Knowledge Graph positions, and other SERP features drives more traffic and brand visibility.
• Branded vs. Non-Branded Traffic: Tracking the balance of branded and non-branded searches helps gauge your site’s ability to attract both loyal and new patients.
6. Customer Impact and ROI Metrics: For clients with advanced tracking:
• Conversion Attribution and Customer Lifetime Value (CLV): Linking organic leads to conversions, and analyzing the CLV from organic traffic, highlights SEO’s impact on high-value patient acquisition.

What does our SEO team work on each month?

Additional Services for Advanced SEO Solutions

While standard SEO services cover many foundational areas, some elements, like social media management, UX/UI, and multimedia engagement, are typically provided as part of a more comprehensive package:

• Social Media Content and Management: Enhancing patient engagement and brand presence on social platforms.
• UX/UI Design Adjustments: Advanced plans include UX/UI enhancements to improve patient interactions and optimize conversions on the site.

For clients enrolled in advanced, comprehensive solutions, these services are available to create a cohesive digital presence that supports both ranking goals and broader business objectives.

A Future-Proof Strategy for Sustainable Growth

Our ongoing SEO management doesn’t just focus on rankings—it builds a foundation for growth, brand authority, and patient trust. Through consistent content refinement, technical optimization, and proactive adjustments, we ensure your practice stays visible, relevant, and resilient against digital shifts.

By investing in these ongoing efforts, you’re securing a strategy that leads to more than search visibility—it cultivates a reputation patients rely on, elevating your practice’s position in a competitive healthcare market. We’re here to support your growth, helping your practice succeed not only today but for the future.