[ MEDICAL SEO AGENCY ]

Medical SEO for U.S. physician practices.

Praxis builds SEO programs for multi-location practices, hospital-affiliated specialty groups, and high-margin specialty clinics where generalist agencies hit the YMYL ceiling. The work is constrained by the HIPAA Privacy Rule, state medical board advertising standards, ABMS board-certification entity reconciliation, and Google's Reviews System medical-content framework — and our differentiation is that those constraints are how we ship, not what we work around.

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[ WHAT WE SHIP ]

Four surfaces where regulatory literacy is the product.

HIPAA-compliant testimonial workflows

Patient testimonials, identifiable before-and-after imagery, and case-study material require written authorization under 45 CFR §164.508 — specific information disclosed, recipient, purpose, expiration, revocation rights. We design the authorization mechanics, the case-study path under the §164.501 marketing exception, and the separately-scoped consent flow for before-and-after imagery in dermatology and plastic surgery contexts.

§164.508 written-authorization templates per state overlay
Case-study consent path distinct from text-testimonial consent
Before-and-after-imagery consent scoped per §164.508 specificity

MedicalBusiness and Physician schema

JSON-LD per Google's documented recommendation. The facility uses MedicalBusiness or the appropriate subtype; individual practitioners use Physician, chained via employee, member, worksFor, and location. sameAs resolves each physician to NPI registry, state medical board, and ABMS verification — the load-bearing entity-graph signal Google's medical-content classifier reads.

MedicalBusiness subtype selection per practice shape
usNPI, hospitalAffiliation, healthPlanNetworkId population
Physician.sameAs chains to NPPES + state board + ABMS

GBP medical sub-category strategy

Google Business Profile categories drive local-pack query coverage. The medical sub-categories — Doctor, Cardiologist, Dermatologist, Plastic surgeon, and adjacent — interact differently than generic LocalBusiness categories. Multi-location practices require one GBP per practicing location with the attending physician as designated owner, not a single brand-level profile.

Sub-category selection per specialty + procedure mix
Multi-location architecture with physician-as-owner pattern
Service area and procedure-attribute population

Reviews System medical-content compliance

Google's Reviews System 2023+ framework evaluates first-party editorial content — physician-authored recommendations, comparisons, and analyses — against medical reviewer signals. The framework explicitly does not evaluate third-party patient testimonials. Author bylines surface ABMS board-certification status; topic alignment to the physician's certified specialty is the threshold-escalation lever for cardiology, oncology, and other strict-evaluation territories.

Author-byline surfacing of ABMS certification status
Topic-to-specialty alignment per Reviews System framework
PubMed-cited primary literature in references, not summaries

[ WHY PRAXIS ]

Specialist depth, not generalist SEO that also does medical.

HIPAA literacy

The §164.508 marketing-authorization mechanics, the §164.501 marketing-exception language for practice-announcement and treatment-communication contexts, and the case-study consent path are operational facts in our playbook, not legal-team escalations. State medical board overlays — Florida testimonial-typicality, California, Texas, New York — feed into the per-client authorization templates. We do not author medical-truth content; we operationalize the conditions under which client-authored content ships.

Reviews System 2023+ awareness

The Reviews System framework was extended to medical content in 2023. Most incumbent medical-marketing agencies have not retrofitted their playbooks. The distinction between first-party editorial content (evaluated against practicing-physician reviewer signals) and third-party patient testimonials (explicitly not evaluated) is load-bearing. So is the topic-to-ABMS-specialty alignment that determines whether oncological content authored by a general practitioner triggers YMYL demotion.

Entity-chain depth

The Physician.sameAs chain to NPI registry, state medical board licensure, and ABMS verification is the mechanism that transfers off-site E-E-A-T signals to the on-site author byline. "We add schema markup" is not this work. The work is the registry-level reconciliation, the chain hygiene as physicians join and leave practices, and the alignment between Google Business Profile, Healthgrades, Zocdoc, and Vitals representations of the same physician entity.

Ready to discuss a retainer?

Email [email protected] with the practice domain, specialty mix, location count, and a short description of the current SEO state — particularly any recent ranking decay on YMYL-evaluated content. We respond inside one business day with a scope outline and retainer band.

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