Marketing your medical practice in modern times doesn’t look quite like it used to. Gone are the days of billboards and yellow page listings. With the medical industry becoming increasingly competitive, it’s become an absolute necessity for your practice to build an online presence. Of course, that’s not anything new. The internet has been around for over two decades now.

However, having an online presence and having an online presence that is working for you are two very different things.

Harnessing the power of search engines and social media can greatly expand your reach to potential new clients, BUT it is not a one-size-fits-all solution.

Maybe you’ve heard of SEO, or maybe you already have a few SEO tactics in place and are not sure how to take the next step. Maybe SEO is an entirely new concept for you. Either way, we’re here to help. Let’s break down what SEO really is, how it can be utilized and maintained, and what kind of return on your investment you can expect.


So, first, the million dollar (technically, according to Forbes, 80 billion dollar) question. What is SEO? SEO, or search engine optimization, is a collection of techniques and tactics used to improve the quality and quantity of website traffic to a website or a web page from search engines. In essence, the ultimate goal of SEO is to be the top site to pop up organically on a Google search. For example, say someone googles “ENT specialist in Newark.” If you are an ENT specialist in Newark, you should try to get your practice’s website front and center, ready to be discovered.

We have all googled things before. Even if we don’t want to admit it, we know from experience that our research usually doesn’t, if ever, reach beyond the first four or five links, let alone the second or third page. The goal of SEO is to earn one of those coveted spots. So, now that we know what SEO is, how does it work?


SEO is a catch-all term for a variety of tactics. Each tactic shares a common goal: making your website more enticing for search engines. This can be done in a number of ways and can (and should!) be done in tandem. The first step to SEO is landing on a focus keyword. This keyword is going to be the beacon that guides people to your page.

Let’s revisit that ENT doctor in Newark. The keyword phrase “ENT specialist in Newark” would actually be a great choice. It should be a word or phrase that is relevant to your service or product and something your customer would intuitively search for. Finding a sweet spot between these two can take a little trial and error. That’s why partnering with an eCommerce SEO agency can be extremely helpful.

Once you have your keyword, then it’s time to strategically place that keyword within your website. In the biz, we call this optimizing. A fully optimized website can offer a significant advantage for snagging one of those prized first-page spots. While keywords are the bread and butter of SEO, in reality, that’s just scratching the surface. Between backlinking and content creation, there’s plenty to keep you busy.


How can SEO help your practice? Well, put simply, it can help grow your practice!. Medical practices need a constant infusion of new patients to thrive and grow. In the past, this was usually done by word-of-mouth recommendations and referrals. While this definitely works, it’s limited to however many people your patients talk to or know. That is leaving a lot up to chance. Search engines offer a new approach. Someone searching for a certain term online is already interested in your service. That’s about as qualified of a lead as you’re going to get. Instead of advertising to the masses, you’re able to present yourself to the specific group of people actively searching for the exact service you offer.


If you’re interested in enacting some SEO tactics for your medical practice. We’ve got you covered. Boxwood has extensive experience working with medical practices all across the country to expand their patient base and improve their online presence. Give us a call today or set up a free consultation.