Rochester Hills, Michigan · Since 2013
Medical SEO, Built Into the Site — Not Bolted On
A Rochester Hills web studio building custom WordPress sites and SEO architecture for orthopedic, sports medicine, plastic surgery, chiropractic, and dental practices since 2013.
Most medical SEO gets sold as a monthly service layered on top of a site that was never built for it. We work the other way around. Schema, Core Web Vitals, internal linking, and the content workflow that keeps physician-reviewed pages honest all get engineered into the build — so organic visibility is a property of the site, not a line item on a retainer. Lean but mighty team, intentionally small. You work directly with the engineers and strategists on your project.
The Discipline
Medical SEO Is Not General SEO With a Stethoscope
Google treats medical content differently. The site has to reflect that.
YMYL
Your Money or Your Life classification
E-E-A-T
Experience, Expertise, Authoritativeness, Trust
HIPAA
45 CFR 164.508 authorization for patient stories
Google classifies medical content as YMYL — Your Money or Your Life — which raises the bar on who wrote the page, who reviewed it, and what sources back it up. The Search Quality Rater Guidelines push Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) as evaluation standards, and those standards show up on the page through specific build decisions: author credential markup, physician-review bylines, citation hygiene, MedicalOrganization and Physician schema, and a content workflow that doesn't overstate outcomes.
HIPAA shapes the other half of the problem. Patient stories and testimonials require authorization under 45 CFR 164.508 before they touch the site. De-identified case framing, consent capture, and a review loop between writer and practice aren't optional — they're the difference between marketing content that's useful and marketing content that creates compliance exposure.
A generic content pipeline misses this in both directions. It either plays too safe and loses the topical depth Google rewards, or it oversteps and puts the practice at risk. Our approach is closer to how a practice would build the content itself, if the practice had a technical SEO team embedded in it. For deeper reading, see our guide to medical SEO marketing for practice owners.
Content review as workflow, not afterthought — physician sign-off and consent capture built into the publishing loop.
The Program
How We Build the Medical SEO Program
Four disciplines, engineered together. This is what "SEO-ready architecture" actually means.
Technical SEO Architecture
Core Web Vitals (LCP, INP, CLS) tuned to Google's published thresholds. Medical schema implemented where it belongs — Physician, MedicalOrganization, MedicalProcedure under the MedicalEntity tree. Crawlable URL structure, clean internal linking, mobile performance, HTML sitemaps. The site is built to be findable before a single piece of content ships.
Local SEO + Google Business Profile
NAP consistency across directories, GBP category accuracy for the specialty, review request workflow, and multi-location architecture for groups with satellite offices. Citation cleanup for practices that have been inconsistently listed for years. This is the unglamorous work that moves the map pack.
E-E-A-T Content, Physician-Reviewed
Condition pages, procedure pages, and surgeon or provider pages treated as distinct objects with distinct schema. Author credentials and review bylines surfaced on every medical page. FAQ schema where it earns its place. A HIPAA-aware writing workflow for patient-facing content that respects authorization rules without flattening the voice.
Measurement That Matches the Medical Funnel
GSC and GA4 configured for appointment requests, call clicks, direction clicks, and form submissions — not vanity traffic totals. The metrics that show up in monthly reviews are the ones tied to how the practice actually acquires patients.
Rochester Hills studio. You work directly with the team building it.
Specialty Coverage
Specialty Coverage: Orthopedic, Sports Medicine, Plastic Surgery, Chiropractic, Dental
Each specialty has its own search behavior, its own compliance texture, and its own page architecture.
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Orthopedic SEO. Orthopedic practices compete on procedure-level intent (rotator cuff repair, ACL reconstruction, joint replacement) alongside surgeon-brand searches. Page architecture has to carry both — which means condition pages, procedure pages, and surgeon pages are different objects with different schema. Multi-location and satellite-office groups add another layer to the site's internal linking. See our orthopedic SEO services for surgical practices.
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Sports Medicine SEO. Referral dynamics with athletic trainers, physical therapists, and team physicians shape the query set as much as direct patient search does. Recovery-content intent and condition depth carry the organic traffic; the site needs a content hierarchy that supports both. More on sports medicine SEO and digital marketing.
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Plastic Surgery SEO. Before/after galleries have to live within HIPAA authorization bounds. Procedure-comparison content and price-intent queries drive a large share of the funnel, and the architecture has to handle them without tipping into claims the practice can't substantiate. See plastic surgery SEO services.
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Chiropractic SEO. Single-location practices and multi-location groups need different site architectures. Condition and technique pages, insurance-question content, and local review surfaces are where the rankings actually move. More on chiropractic SEO for single and multi-location practices.
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Dental SEO. General dentistry and the specialty splits (endodontics, periodontics, orthodontics, cosmetic) compete for different query sets. Treatment financing intent, GBP category accuracy, and specialty-specific schema matter more here than on most medical sites. See dental SEO services for specialty and general practices.
Rochester Hills · Michigan
Built In Rochester Hills, Working Across Michigan
1460 Walton Blvd. STE 220, Rochester Hills, MI — building for Michigan practices since 2013.
Our studio has been in Rochester Hills since 2013, with a secondary office in Phoenix. The work has always been regional as much as it's been national — Southeast Michigan is where we know the ground.
That ground is crowded. Hospital systems in Detroit and Ann Arbor carry significant organic weight for condition and procedure queries. Specialty density is concentrated in Rochester Hills, Troy, Royal Oak, and the surrounding suburbs. Independent practices compete not just with each other but with DSOs, PE-backed specialty groups, and the marketing budgets those bring. Metro Detroit orthopedic and sports medicine, in particular, is a deeply contested search landscape.
We build inside it. Michigan Orthopedic Specialists is an active build engagement in the orthopedic space — the kind of project that informs how we think about surgeon pages, procedure architecture, and multi-location site structure. For more on the regional picture, see our page on medical practice SEO in Michigan.
The Engagement
How a Medical SEO Engagement Actually Runs
Personal by Design. You won't get passed from department to department.
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Discovery.
Before we recommend anything, we read the current site, the Search Console data, the patient acquisition funnel, and the competitive set. Most of what matters gets found here.
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Technical and content audit.
Core Web Vitals, schema coverage, information architecture, and a content-gap inventory against the specialty's actual query set. We surface what's working, what's leaking equity, and what isn't on the site yet.
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Architecture plan.
A written document that defines what we're keeping, what we're refactoring, and what we're building. You review it with us before any code moves. No surprises at launch.
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Build or refactor.
Custom WordPress work with clean, compliant code that enhances website speed, security, and SEO performance. Migrations are done with SEO equity preserved — redirects mapped, schema reimplemented, internal linking rebuilt, not broken.
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Measurement setup.
Search Console, GA4, and call or appointment tracking wired to the medical funnel — the events that tie to patient acquisition, not the ones that look good on a slide.
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Ongoing.
Monthly reviews with the people who built the site. You don't get handed to an account manager who reads you a report. First signals typically appear inside a few weeks; sustainable movement takes months, not weeks — medical SEO is a compounding discipline, not a campaign.
For more context on this approach, see why practice owners hire an organic SEO consultant.
If you're evaluating a medical SEO partner, we'd like to hear what you're working on.
Orthopedic, sports medicine, plastic surgery, chiropractic, dental, and general medical practices. Rochester Hills, MI — working across Michigan and nationwide.