Two factors you need to consider.

There are two factors in optimizing a website; on page and off page optimization. Most likely, the on page optimization focuses on the overall structure of a website, the internal links, content and the Meta tags. It is very important that a website has specific topic or theme to discuss. For instance, your target audience is of those interested to surgery and the target location, either locally or globally. Those is for your content, and to make sure that it would be indexed faster in the search engine, add some keywords to your Meta keywords that are visible in your content. For example, in your content you mentioned about surgery in Maryland, so it would be much better if you include on the Meta tags, keywords such as Maryland, Maryland surgery, Maryland facelift, (should be related to the topic that being discussed) but of course you have to consider that there’s limitation in using a Meta tags keyword, it’s up to 250 characters, the Meta description is also 250 characters and the title tag is 80 characters.

And for the off page optimization, it focuses on the endorsement of the website includes, link building, press releases, blogging, search engine and directory submissions. You have also to take note that search engines give much more value on the quality and quantity of the links pointing to a website, that’s the basis in their computation for search engine ranking position and visibility.

Monitoring your results would be the next step you have to consider, there you can determine the results of the work you’d done. You can install a tool that monitors the number of visitors, number of hits, and the most viewed page of your website and more, Google Analytics has it all. And take note, it’s for Free!