Client comment:

It’s good to see where we started from and how well the team have increased traffic and word rankings. Dr Susan Alexander.

The Client:

SEO for surgeons and medical practices has transformed the online landscape for healthcare professionals across the globe. Your Shoulder is a team led by the renowned Consultant Orthopaedic Surgeon, Susan Alexander. Susan works at the Fortius Clinic and King Edward VII Hospital in London.

With over 20 years’ experience, Susan specialises in treating a variety of shoulder conditions, including clavicle fractures and frozen shoulder. She is very experienced in minimally invasive (keyhole) shoulder surgery, offering tailored, non-surgical solutions whenever possible.

Our Approach:

As Susan had little prior knowledge of SEO for surgeons, she came to PinkSEO to help drive qualified traffic to the Your Shoulder website. Our team began by conducting a thorough analysis of the site. We identified several technical issues, such as broken links and images, pages with excessive H1s, slow page speeds, and problems with their bots.txt, sitemap and so on.

After addressing these technical issues, we set our sights on optimising their content by performing in-depth keyword research to inform our content creation strategy before proceeding with on-page optimisation, where we fine-tuned all existing articles and pages for both branded and non-branded keywords.

Additionally, we worked on creating a comprehensive content plan to drive the creation of new, SEO-friendly content. Our aim was to ensure that both existing patients and potential clients in the “discovery” phase could easily find the website and the information they were looking for.

The Results:

SEO is a field governed by data, so let’s delve into some impressive numbers:

In April 2022, when our partnership began, Your Shoulder was ranking for only 2 keywords.

The site had 152 total users, with 82 (52%) of these coming from organic search.

After 6 months, in September 2022, the results were different.

The website was ranking for 37 keywords.

The site saw a significant jump in users to 408 total, with a staggering 344 (84%) of these coming from organic search.

After 19 months, in October 2023, the results of our dedicated work were clear to see.

The website was ranking for 1721 keywords, with 58 of these in the Top 10 of Google.

The site saw a significant jump in users to 1023 total, with a staggering 924 (90%) of these coming from organic search.

From December 2023 onwards the results are outstanding, they continue to jump month to month. In April 2024, 2 years from when we first partnered with Your Shoulder, the results were staggering; from just 2 keywords in the top 100 to 1073 keywords in the top 100 – 24 of which are in the top 5!


This case study showcases the power of effective SEO for surgeons and other medical professionals, in transforming a medical practice’s digital presence.

Through our holistic approach to SEO, we not only addressed technical issues on the Your Shoulder website but also enhanced their content strategy.

The result is an improved online presence that significantly boosted visibility and user engagement.

We look forward to seeing Your Shoulder continue to flourish and serve more patients as their digital partners.