How Search Engine Optimization Helped Dr. Rian Cho Build a $6 Million Practice

Rian A. Cho 12/8/2025

When Dr. Rian Cho (@OralSurgeonNextDoor) opened his oral and maxillofacial surgery (OMS) practice in June 2023, he was fresh out of residency and facing the challenge of building a practice from scratch. Eighteen months later, his practice had grown into a $6 million operation — about four times the revenue of a typical single-provider oral and maxillofacial surgery office.

One of the key drivers behind that growth? Search engine optimization (SEO).

Why SEO Matters — Even in a Referral-Driven Specialty

Most oral surgery practices still rely heavily on referrals. “Anywhere between 70 to 95% are referral-driven,” Dr. Cho explains. But the patient journey has changed, and oral and maxillofacial surgeons must adapt to stay relevant. Even referred patients often turn to Google before making an appointment.

Here’s the typical scenario:

A patient visits their general dentist for a cleaning or a concern. The dentist notes a premolar needs to be extracted and gives the patient a referral. Instead of calling immediately, the patient Googles the specialist’s name or searches “oral surgeon near me.” That’s where first impressions happen — online.

“If your practice doesn’t show up near the top, you may never get the chance to make an in-person impression,” Dr. Cho says. “I have so many patients every week who were referred elsewhere but ended up coming to our office. Some are even out of network, but they choose us because of our online presence.”

The Power of Google Reviews

Before patients click your website, they see your Google rating and review count. “If my competitor has a 4.9 rating with 600 reviews and I have a 5.0 rating but only 18 reviews, who looks more credible?” Dr. Cho asks. “Volume matters.”

He recommends starting with a simple audit:

• Search your practice on Google.
• See where you rank compared to competitors.
• Check your rating and review count.

“Patients relate to other patients,” he says. “It’s human nature to trust testimonials. That first impression can make or break whether they call you.”

What Is SEO?

“SEO is the art and science behind putting our business at the top of search results,” Dr. Cho explains. “It’s constantly evolving because Google changes its algorithm — and now AI search adds another layer.”

Hiring an SEO firm is one path, but it’s not always a guarantee. “I hear a lot of surgeons spend hard-earned revenue on optimization firms and don’t see results,” Dr. Cho says. While outsourcing can free up your time to focus on patient care, it’s still worth knowing the basics.

Practical Steps for OMS Professionals

Dr. Cho’s advice for building a strong online presence:

• Set a Goal for Google Reviews
  Decide how many reviews you want and in what timeframe. Make it easy for patients to leave feedback — QR codes in your office help. Avoid shortcuts like buying fake reviews. “Patients know what’s fake,” he warns. Ultimately, providing great (not just good) customer service is what causes customers to leave five-star reviews. Go through your customer trajectory and evaluate what you can improve. For example, pick up the phone when patients call. “You’d be surprised how many offices don’t,” Dr. Cho says. “That’s a first impression before they ever meet you.”
• Optimize Your Website
  Include your city and state throughout your site. “If you’re in Dallas and your site doesn’t mention Dallas, SEO won’t pick it up,” Dr. Cho says. Keep content fresh, such as through maintaining a blog — Google favors recently updated sites.
• Link Reviews and Social Media
  Connect your Google reviews to your website and keep your social media active. The marketing funnel shows the value of volume — impressions lead to clicks, clicks lead to consultations, and consultations lead to treatment. “If your online presence isn’t strong, that funnel drops steeply,” Dr. Cho explains.

The homepage after searching Dr. Cho’s practice is filled with Facebook and Instagram posts, ensuring competitors are nowhere to be seen. “I post content every single day,” Dr. Cho says. “Be yourself. Show what your office is about. Show your culture.”

• Think Like a Patient
  “Don’t assume patients think like surgeons,” he says. “Look at your site through their eyes. What would make you feel comfortable?”

Paid Ads and Beyond

Once you’ve nailed the basics — reviews, website updates, social presence — then consider paid ads or professional video content. But don’t skip the fundamentals. “If your Google rating is low, videos won’t help,” Dr. Cho says.

SEO isn’t optional anymore. “It may sound overwhelming, but there’s no better time to start than today,” Dr. Cho says. “If you delay another year, you’re that much more behind.”