Using PPC and SEO to Increase Patient Leads for Spine Surgery

SEO for Surgeon in San Diego, CA

With roughly 80 percent of the population experiencing back pain at some point, it’s no surprise that spine surgery is a highly competitive field, especially when it comes to attracting new patients. Despite the differences between SEO and PPC, both techniques can be effective for spine surgeons looking to increase patient leads. Here are a few tips to make the most of both strategies.


Select the Right Keywords

Keywords are the foundation of SEO.  Choose the right keywords from the get-go by avoiding overly generic keywords with high competition (for example, “jewelry” vs “handmade jewelry in San Diego), using keywords relevant to the content on the site (keywords for a page about silver jewelry will be slightly different than those for a page about rose gold jewelry), and experimenting with keywords to see which ones perform the best.

Start and Maintain a Blog

Blogging regularly can help any business improve its online reputation and establish authority on a specific subject. It’s also an easy way to strategically integrate relevant keywords that will help the website gain traction on the search engine results pages.

Optimize for Local Search

Patients are likely to search locally before ever considering a spine surgeon who practices elsewhere. Optimize for local SEO by:

  • Using relevant locations in keywords and meta tags
  • Including the name of a larger nearby city for practices in smaller towns
  • Placing a map on the “Contact Us” page along with the address and phone number


Draw on Emotions

Back pain is highly personal and emotional in nature. Peppering PPC ads with emotional keywords that are connected to the specific conditions a spine surgeon treats will better resonate with patients and persuade them to click on the ad.

Specify Desired Actions

Always clearly state the desired action in a PPC ad. For instance, something like “click to schedule a no-obligation consultation” is one way to encourage patients to take the next step beyond gathering information.

Simplify Landing Page Forms

Most people are hesitant to give too much information if they aren’t entirely sure whom they’re giving it to or what will happen once the information is provided. If people who click on an ad are directed to a form, keeping the required info as limited as possible can increase confidence and prevent potential patients from bailing before scheduling an appointment. You may also consider adding a line or two about not sharing the information collected.

While SEO is a long-term strategy used to generate brand awareness and obtain a high rank on search engine results pages, PPC campaigns target prospective patients using demographic information and produce immediate results. However, PPC campaigns can also become costly quickly. Combining the two is often the most effective strategy for spine surgeons looking to increase website traffic and obtain qualified leads.

Ready to take the guesswork out of SEO and PPC? Leading San Diego internet marketing company Saba SEO can help. Give us a call at (858) 277-1717 and ask for a free website audit to get started.