Hinge Health Organic Growth Opportunities

Create concise Q&A guides that directly answer whether a user can perform a specific physical activity with a specific MSK condition. This play targets high-intent, question-based searches to establish Hinge as the go-to source for definitive, evidence-based guidance.

Example Keywords

• “Can I run with patellar tendonitis”
• “Can I lift weights with herniated disc”
• “Can I do yoga with frozen shoulder”
• “Can I golf after knee replacement”

Rationale

Google's PAA boxes are filled with these questions, but the answers are often from low-authority forums. Hinge can provide definitive, PT-backed “yes-if” guidance, capturing high-intent traffic and funneling users to its “Ask a PT” feature or surgical pathways.

Topical Authority

By leveraging its deep bench of physical therapists and existing outcome data, Hinge can issue authoritative guidance that outranks less credible sources, solidifying its expertise in safe movement and rehabilitation.

Internal Data Sources

Use de-identified in-app PT chat transcripts to find the most common “Can I?” questions, leverage existing exercise modification libraries, and use TrueMotion form-error screenshots to illustrate safer techniques.

Estimated Number of Pages

2,000–2,400

Develop long-form hub pages that connect common occupations with high-prevalence musculoskeletal (MSK) conditions. This strategy targets both employees seeking relief and B2B buyers (HR/Benefits leaders) looking for industry-specific wellness solutions.

Example Keywords

• “Lower back pain in nurses”
• “Carpal tunnel in software engineers”
• “Shoulder pain warehouse workers”
• “Knee pain in construction workers”

Rationale

This play captures high-intent searches from both B2C and B2B audiences. With competitors having minimal coverage in this area, Hinge can establish a dominant position by providing tailored advice for specific job roles.

Topical Authority

Hinge already publishes industry-specific eBooks (manufacturing, hospitality) and ranks for over 250k MSK keywords, giving it proven credibility to create authoritative content for various occupations.

Internal Data Sources

Leverage anonymized claims/utilization data by job category, use case-study quotes from existing eBooks, and incorporate interview snippets from PTs and medical directors on occupational risk factors.

Estimated Number of Pages

1,200–1,800

Produce a large library of bite-sized ergonomic walkthroughs that map one everyday action to one specific body area of pain (e.g., “How to Load the Dishwasher With Hip Pain”). This provides hyper-specific, practical solutions for daily pain points, capturing a vast long-tail search audience.

Example Keywords

• “How to shovel snow with lower-back pain”
• “Brush teeth without shoulder pain”
• “Pick up toddler knee-saver technique”
• “Planting flowers wrist pain prevention”

Rationale

While competitors offer generic ergonomic advice, this play breaks it down to a granular, single-task level that directly matches user search queries. This strategy positions Hinge as the source for immediate, actionable fixes for everyday movements.

Topical Authority

Hinge's existing success with functional-movement articles (like “sit to stand”) demonstrates that Google already trusts its authority in this niche, making expansion into daily micro-tasks a logical and effective strategy.

Internal Data Sources

Use app telemetry showing top “painful moments” flagged by members, repurpose PT video scripts already produced for member tips, and use wearable motion-capture error data (e.g., lumbar flexion angles when lifting) for unique insights.

Estimated Number of Pages

1,200–1,500

Create a comprehensive series of age-banded pain explainers that connect biological changes with tailored MSK advice for different decades of life. This strategy addresses a significant content gap and provides highly relevant, personalized information that resonates with users at specific life stages.

Example Keywords

• “Lower back pain in your 50s”
• “Hip stiffness in 30s causes”
• “Knee cracking in your 40s normal”

Rationale

Current search results offer generic condition articles without age-specific nuance, creating a white space opportunity. These pages support targeted benefits marketing and create smart internal linking loops that boost overall site authority.

Topical Authority

Hinge can establish unique authority by being the first to systematically address the intersection of age and MSK pain, moving beyond generic advice to provide clinically-nuanced content for every life stage.

Internal Data Sources

Use aggregate member pain-score trends versus age from the analytics warehouse, expert commentary from Hinge’s geriatric and sports-medicine advisors, and exclusive wearable-derived mobility norms by decade.

Estimated Number of Pages

600–800

Build detailed, timeline-based recovery guides for common orthopedic surgeries, outlining milestones, safe exercises, and red flags for each week post-op. This play targets a high-need audience seeking structured guidance during a critical recovery period.

Example Keywords

• “ACL surgery week 3 exercises”
• “Lumbar fusion recovery week 6 walking distance”
• “Meniscus repair timeline week by week”
• “Rotator cuff surgery sleep positions week 2”

Rationale

There is a significant lack of structured, week-by-week recovery content in the SERPs. This play captures a highly engaged audience and reinforces Hinge’s positioning as an end-to-end care provider, from prehab through full recovery.

Topical Authority

While Hinge has a surgical pathways product, this content is not yet leveraged for SEO. Creating these public-facing guides would establish clear topical authority in post-operative care, a natural extension of its MSK expertise.

Internal Data Sources

Repurpose the clinical protocols already used in Hinge’s surgical pathways product, use aggregate wearable-derived mobility milestones (TrueMotion), and embed PT video demos already stored in the app.

Estimated Number of Pages

350–450

Improvements Summary

Standardize and enrich 12 exercise how-to pages with step-by-step HowTo schema, keyword-focused titles, embedded videos, and robust internal linking. Add quick facts, PT tips, clinical evidence, FAQs, and related exercise links to each page.

Improvements Details

Apply a consistent content template to each exercise page, including clear H1s targeting high-intent keywords like 'donkey kick exercise' and 'seated leg lifts.' Add HowTo and VideoObject schema, concise step-by-step instructions, short demo videos, and FAQPage markup. Build an Exercise Library Hub for internal linking, connect related exercises, and link symptom pages to relevant how-tos. Optimize for Core Web Vitals, unique meta descriptions, and E-E-A-T with DPT/MD author boxes.

Improvements Rationale

These tactical updates address current gaps in schema markup, on-page structure, and internal linking that are holding back rankings. By matching SERP features and targeting striking distance keywords, the cluster can move from page 2 to top 5, increasing CTR and organic traffic. Strengthening authority signals and technical SEO will help secure and grow rankings for high-intent queries.