Case study · Orthopaedic sports medicine
One name, meaning one person.
Dr. Jesse Seilern is building his name in orthopaedic sports medicine during his fellowship. His site makes sure that name leads to him.
Where he's headed
Building his name before he's in practice.
He's completing subspecialty fellowship training in sports medicine, with research that runs from ligament injury to whether patients understand what they've been told.
That's when a name matters most. Program directors, colleagues, conference organizers and, soon, patients all look him up.
And his name is long, easy to misspell, and PubMed stores it differently from how he writes it. Search engines have to guess.
They all type the same two words.
The search, untangled
From several possible people to one clear version of him.
Who "Dr. Seilern" is
What his site tells search engines, in one consistent place
- Name
- Jesse Seilern und Aspang, MD
- Known as
- Dr. Seilern
- Field
- Orthopaedic sports medicine
- Training
- Fellowship in sports medicine, in progress
- Research
- 51 peer-reviewed articles, 36 linked to PubMed
One clear version of him for search engines to work with. How fast results change is up to them.
What I built
Every page tells the same story about who he is.
01 · The identity core
One source of truth for who he is.
His name, how it's spelled in different places, his training and his field all live in one file. Every page, and every signal to search engines, comes from it, so nothing contradicts anything else.
02 · Publications
His research, synced from the source.
His CV lists 51 peer-reviewed articles. The 36 indexed in PubMed come straight from the source, each linked so any claim can be checked. The script that pulls them can only add papers. It can't overwrite anything he's curated by hand.
03 · Before You Decide
A patient library that waits for his sign-off.
Plain explanations of how orthopaedic decisions get made. The articles are written, but each stays unpublished until it's clinically reviewed and approved. Building moves ahead. Publishing waits.
04 · Correctness, built in
A site that won't publish a claim it can't back up.
On a physician's site, a small inaccuracy is a real problem. So the rules are part of the build: a fact that hasn't been verified doesn't appear, and a check runs before every launch and stops it if something's wrong.
The decisions
What the site deliberately doesn't say.
He's a fellow in training, so nothing implies a patient panel. The day that changes, the site's ready to say so.
His training appears as plain facts. No logos, and no wording that suggests an institution vouches for the site.
Even the behind-the-scenes labels are honest. Search engines see a physician, described accurately, not an office that doesn't exist yet.
"His words about working together go here, in his own voice, once he sends them."Placeholder · waiting on Dr. Seilern's quote
Dr. Williams. Ready for the practice she's building next.
→Read her story