In this case study we’re going to talk about how we helped an oral surgery practice increase both their site traffic and authority to capture over 2,000 new visitors monthly.
Dental consumers are in a precarious position. Often dental work has an element of fear around it, if the patient is uncertain of the experience they’ll have they may even choose to do nothing. And doing nothing often only exacerbates the problem.
As your SEO agency, we need these potential patients to find you first, and feel comfortable and ready to contact the practice.
Here we’ll learn about how our team helped an oral surgery practice capture over 2,000 website visitors monthly and how they were able to help patients in their time of uncertainty.
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Our team started working with an oral surgery practice a few years back. At the time they had several locations across the Southwest.
This practice was specialized in oral surgery and offers services such as dental implants, extractions, maxillofacial surgery, cosmetic dental surgery.
At the time they onboarded they were interested in giving their site a refresh, adding new content and building blog content. They simply wanted to get started and began with our lite package.
After sometime they decided it was time to pull the trigger on a more robust plan.
If you’ve read any of our other result articles, you’ll know we start every new campaign with an intensive digital marketing audit. Here we do a complete a deep-dive analysis of their every aspect of their digital presence. This helps us understand all of the marketing avenues that are at our disposal. At this stage, we want to understand what options are available for them to achieve the results they want.
Through our analysis we are able to see not only our avenues for getting more traffic, but also what’s currently working and, conversely, what’s not working.
When things started rolling, the client’s website was seeing around 190 website visitors monthly. At this time their site was visible for just over 500 keywords, and about 5% of these were appearing in top positions, meaning position number 3 or better.
Their site was ranking for approximately 600 organic keywords, with only about 30 in positions 1-3. From looking at this, SEO gave the client the most opportunity at their desired investment point.
Our digital audit showed that since they were already visible form some great, high-intent keywords, with a few of these appearing in the top 3 positions, we knew we had a lot of great foundation to work with.
With any SEO campaign kickoff, the first thing we want to do is define our quick-win keywords. These are keywords that the practice is already visible for, but not driving website traffic. Even keywords in position 2,3 and 4.
Through these quick-win keywords our goal is to target these first, start driving traffic as soon as possible, and help the practice maintain profit despite the increase in investment.
In essence, this plan helps the practice fund their own investment. The effects of this effort is an quick increase in traffic.
Our team was able to uncover a few hundred of these quick-win keywords, many of which were extremely relevant to the practices target growth goals.
At this point, our team started to build out new web copy, modify the website to accommodate the web copy, start adding blogs on a monthly basis, and tweaking the website for maximum performance.
Next, once we’ve captured these quick-wins keywords, we’re ready to focus on the long term, highly-competitive keywords.
This analysis is designed to help us locate keywords that your competitors are currently ranking for that you are not. These keywords are great for generating a ton of new content ideas!
We initially identified over 1000+ keywords that competitors were targeting that this site was not.
We identified 3 types of content to target and utilized each at different strategies over the course of this campaign:
Category Pages
These are broad, high volume keywords that talk in general about a subject.
Product Review Pages
With the content gap analysis, we were able to identify valuable brand and product terms to review. We used this to build a substantial amount of content that would produce revenue.
Supporting content
Later in the campaign, after we completed a multitude of base content, we also began creating supporting content for high competition keywords.
For instance, we would support a large broader category keyword with contextually relevant articles that all linked to the high competition keywords article, building a foundation for the rankings. These were usually niche, avatar-specific, or situational variations of hub pages.
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This is where the fun really begins. We know that every one of our clients are different. Different goals, different mission statements, different geographies, different competitors.
What may work for an oral surgery practice in New Mexico may be very different from what works for a practice in Los Angeles.
Our managed SEO services packages all follow a similar roadmap of success, but vary greatly in content volume, keyword types, even language.
One thing every SEO campaign has in common – the levers we pull to achieve the results. From adding highly-targeted web copy, to off-page guest blog creation, and content syndication to even paid search campaigns (PPC), every strategy has it’s own job to do.
Through guest posting we work to build authority. Authority, ultimately is a factor that helps drive the great content forward and get it ranked for the high-intent search terms.
Every single guest post is placed on high-authority medical industry site and links directly back to your site, passing that authority to you.
This authority is important and more authority means more power to push you up further in search rankings.
As time progresses, we find the best approach for our clients is to leverage the success they have in one strategy to build up other strategies.
This client also now employs our PPC Management Services to help further extend their practices reach.
Now, let’s talk about what all of this meant for this practice.
Due to meticulous keyword research, extensive competitor analysis, and our teams obsession with quality, their website started seeing traffic quickly after we kicked off our strategy. It took a very steady rise for a short period prior to starting our SEO service package, and once we kicked off a robust campaign in January 2020 traffic spiked quickly due to our efforts.
This client at one point saw over 3,000 visitors monthly. Things have leveled off around 2,000 visitors monthly.
The keyword volume increase was staggering! Rising from about 400 keywords to start and rising to nearly 5,500 keywords at it’s height, this client achieved a nearly a 3,500% increase in visibility.
Thanks to our managed SEO services package, our client experienced tremendous results and captured growth beyond what they had imagined.
As you can see, SEO takes time to ramp up. It’s important to have a strategy that encompasses both ongoing content and authority. Over time, all of these factors start to build up to a tipping point.
Once that happens, the flood gates open!
The point, don’t give up on your search optimization efforts, even if it seems to be moving slower than you may have imagined, it will happen. It’s something we so loving call the waiting room. Sometimes it may seem like there is no end in sight, but then your name gets called.
Additionally, it’s important to run multiple marketing strategies at the same time. A multichannel approach will never leave you behind the eight ball. Putting all of your eggs in one basket is never the best plan, as the smallest change in the market can impact your business.
Contact our team today to discuss how we can help your practice grow through cutting-edge digital marketing strategies.
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