Spine surgeons face a unique challenge in that they are in competition with orthopaedic surgeons, neurosurgeons, chiropractors, and an endless supply of products that promise to alleviate issues with the back. The problem is, when a patient has back pain, they usually aren’t searching for terms like “spine surgeon” or “neurosurgeon.” They’re searching for terms like “back pain doctor” or simply “back pain.”
Spine surgeons, orthopaedic surgeons, neurosurgeons, and chiropractors may all offer treatment options for back pain. Now, you’re not only competing with other spine surgeons in the area, you’re competing with every type of doctor in the area that treats back pain.
This is why it is important that you make it clear, in both your website and your local listings, that you treat back pain. Here are some of the ways you can do that.
On your website, it’s important to emphasize both broad topics like “back pain” and more specific pathologies that cause back pain, as well as the procedures you perform to treat back pain. You should list your pathologies and procedures on your website, but ideally, you should create custom content explaining these topics.
Try writing content around the more general topic of “back pain,” then write content that explains the more specific pathologies that can cause back pain and the procedures you use to treat these conditions. Wherever possible, link out to other relevant content so patients can find more information.
Creating this type of content for your website improves the patient experience by making it easier for to find the information they need to decide whether or not your practice is the right fit. Creating this content for patients, in turn, signals to search engines that your practice is knowledgeable about treating back pain, and your search ranking should improve for relevant terms.
The website is only part of the way that your patients will learn about you. Once your website is optimized, you need to turn your attention to the variety of listings that offer information about you.
Your Local Listings and Patient Review Websites
Beyond claiming and verifying Google map listings, spine surgeons should take the time to completely fill out those listings. Be sure that all of your contact information is correct, and also include a link to your website to further establish that connection in search engines.
It’s also important to make good use of the “Introduction” section of your listings. This section is your chance to let patients know more about what your practice does. Include in your description that your practice can treat and find the source of back pain, and additionally can treat more specific spine problems.
It may take a little extra work to accomplish all of these things, but the effort is well worth it for spine surgeons. It’s important to optimize your website and local listings so that patients can find you when they are searching for terms like “back pain doctor.” Give it a try, and you should see better search ranking for the keywords you are targeting.