CASE STUDY DENTAL CLINIC SEO

LOCATION:
BRISBANE
INDUSTRY:
HEALTHCARE
BUSINESS::
DENTAL CLINIC
PROJECT OBJECTIVE:
To improve rankings in search results

Digital Marketing For Dentists.

This local Brisbane dental practice submitted an email on our contact us page for help

After an online skype call with the practice manager and business owners it was determined:-

They were unhappy with search results locally
The number of keywords the dental clinic appeared for were few and unresponsive
Existing new email enquiries were 4-8 /m and telephone enquiries from the existing website were not measured.
Pay Per Click campaign results were inconsistent and were not thought to be producing ROI

Contents

What We would do
Onpage Optimisation Factors
Offpage Optimisation Factors
Results
What the results mean

How we targeted very specific search terms to grow grow a Brisbane dental clinic rankings by 1880 / m through search engine optimisation and skyrocket lead enquiries

This meant post covid -19 lockdown we were asked to hold off with our PPC campaigns as workloads were overwhelming.

Before We Start

We,ll explain our customers initial problems / concerns, what we discussed, what we looked at to turn things around and the initial results we achieved, along with how long these results have lasted.

At the time of writing, the below dental marketing study is still a customer of ours and as such we will not be sharing sensitive information that could cause a negative impact on their business

Assessing the Landscape

Prior to working with any new business, we run an audit on the existing website to see if think digital marketing strategies will work for them and fulfil their expectations

We only work with a company if we truly believe we can assist them and they are serious about growing their dental business.

We also look at onpage, offpage and reviews etc for strength and weaknesses in comparison to their competition.

We also ensure we are not already working with a competing customer in the locality as we want to win won’t work with competing interests

Brief Summary of Initial Website Analysis

We ran an audit and had further discussions on the dental clinics online marketing expectations and requirements.

The business was bordering on major and minor local suburb but was only optimised for the minor suburb that was not very prominent and had much less search volume each month .
The Dental Practice was on the bottom page 1/ top page 2 for generic terms such as “Dentist clinic Brisbane”
The clinic was not appearing well for service related search terms
There was limited measuring and analysis to allow for improvement.
Website was quite large with many posts but they were poorly optimised
PPC campaigns were not strategic or optimised
PPC campaigns had poor ctr’s and were costly

We advised what we would do if this dentistry business was ours!

After the audit and further discussions with the dental clinics requirements we implemented an online marketing strategy that ….

Would quickly bring in new customers / patients through strategic PPC strategy for dental clinics
Quantify the number of online request to track progress each month to track both PPC and SEO campaigns
Commence SEO for Dentists to Improve positioning of listings in search results locally
Also Increase the number of keywords the dental clinic appeared for
Increase the existing email enquiries that were 4-8 /m
Increase the number of telephone and email enquiries generally across all services / treatments offered

Install and Configure Analytics
To do this we installed and configured the following: –
1. G- Search Consoleto see how patients are finding our dentists website
2. G- Analytics to view how visitors are interacting when on the website.
A Dental SEO campaign
A search engine optimisation campaign designed to ensure high rankings for the many short and long tailed search terms in the dental industry.
Transparent Dentist PPC Strategy
Implement Transparent PPC for Dentists campaign to bring in patients quickly. A campaign that was tracked and monitored to ensure positive ROI

How We Implemented Our Digital SEO Strategy for Dentists

Search engine optimisation requirements keep changing, and it can be hard to keep up with the latest developments and even more so in the extremely competitive dental industry.

However, if you want your Google rankings to go from not being seen to the top of the page 1, you have to be in the know.

Properly optimised websites get increased traffic over time, and that means more enquiries and patients. Without the right SEO, dental patients will not be finding your business online, and will be going to your competitors instead.

Using proprietary and paid tools, we started to look for search terms customers are using and segregate theses into “informational” and “buying” terms.

In addition we analyse their competition

Tools we use include:-

Google Keyword Planner Semrush
Ahrefs
Majestic
Google Trends

We have our search terms, we have discussed with the dentist practice manager about their preferred terms to target first – and we begin with the onpage optimisation. Without this correctly configured everything else really is a waste of time.

We started with our 35 point on page dental SEO checklist as follows.

ON PAGE Search Engine Optimisation Factors We Looked At And Changed

Check silo architecture
Check / Create a Robots.txt File and Submit to Google
Check / create org Rich Snippets
Use of keywords density on each page
Check permalink and URL structure
Check use of H1, H2 Tags etc
Check use of Latent Semantic Indexing (LSI) Keywords
Check quantity and anchor text of Internal Links in every post and page
Check quantity and anchor text of external Links in every post and page
Use Proper Spelling and Grammar
Use Long-Form Content
Use High-Quality Content
Use Multimedia
Include Comments & Reviews
Check File Size of Images
Use Keyword in Image File Name
Use Alt Text
Use Title Text

More ON PAGE Search Engine Optimisation Factors We Looked At

Front-Load the Title Tag (SEO Title)
Check for Enticing SEO Title
Check SEO Title Characters length
Include Modifiers in SEO Title
Write an Enticing Meta Description
Keep Meta Description to 160 Characters
Include Keyword in Meta Description
Use Power Words
Use Numbers
Include Words & Phrases from Adwords Ads
Use Prominent Social Sharing Buttons
Keep Important Pages One Click Away From Your Homepage
Check Page Speed with Google Page Speed Insights
Check Google Search Console for Errors
Use Browseo to Find Even More Technical Errors
Use Screaming Frog SEO Spider Tool to Find Yet More Errors
Make Your Site Mobile Responsive

The above list is not exhaustive, but you quickly start to get an idea of the depth one needs to go nowadays for ranking, these are time consuming and technical, it needs to be done correctly on every page – especially in competitive niches such as dental clinics.

Get 11 Page SEO Optimisation Check List

As we became happier with the onpage we start to look at the Dentists Off Page SEO

Why is off-page SEO so important for Dental Clinics?

Search engines take into account many off-page factors when deciding to where and when to rank your practice website pages. I am sure you have heard that SEO is all about backlinks!

Links are one of those factors, but it is not the only one, and for that reason, it can be challenging to rank on the merit of your web content alone

So here is a list of the off page considerations we looked at when comparing our customers dental practise with their competitors.

Link related OFF Page optimisation we look at

1. Number of referring domains

Having less links from unique websites (referring domains) can often cause lower rankings, and also lower organic search traffic

2. Link authority

Quality absolutely matters. We compared the “authority” of the linking page, to both our customers and competitors sitesthe more authority it passes onto the pages to which it links.

3. Checking for Rel = Dofollow or nofollow

Not all links are equal. We compared link types across major dental competition

4. Anchor text

We check and modify Anchor text to ensure both internal and external anchor texts are within latest recommendations and guidelines ( these are the words used to link one web page to another.)

5. Relevativity

It is not simply enough to get hundreds of links, if they are to assist in rankings they need to be from relevant topical sources. The relevance of the linking website and web page also matters. Again we compared against leading competitors

6. Traffic

There is a clear correlation between the top-ranking pages and the sum of organic traffic to their referring pages. We compared our customers with their competitors

Non-link-related off-page factors

7. Citations

NAP citations are online mentions of your business, which also display your business name, address, and phone number—collectively known as NAP (Name, Address, Phone).

NAP citation signals are considered by many to be one of the top local off-page ranking factors.

That means if you’re a local business and want to rank locally—whether in Google’s map pack AKA “snack pack” results or the regular organic search results—then citations are crucial.

We compared against leading competitors and also checked for consistency between citations, as this allows Google to effectively tie those citations together as part of their online profile.

8. Entity / Brand mentions

WE looked entity mentions both linked or unlinked.

Linked mentions have SEO value for obvious reasons, but unlinked brand mentions in one of Googles patents, which references a system for effectively adding up express / implied links

9. Google My Business*

We optimised and started posting regime to Google My Business (GMB) free business profile from Google.

This profile is specifically aimed to rank in Google’s “snack pack” results that you see at the top of the search results for queries with local search intent.

10. Reviews*

Generally speaking and in accordance with APRHA we needed to be careful around reviews for healthcare related websites, that being said if a customer wanted to leave a positive review we guide them to where they can.

We know the “authority of third-party sites on which reviews are present” definitely influence regular local organic rankings

On-Page and Off-Page SEO Final thoughts

Off-page might seem harder than on-page because many off-page factors aren’t entirely under your control, but that’s the whole point. The harder something is to earn, the more reliable it is as a ranking factor.

It’s also important to note that traditional online and offline marketing activities can indirectly influence many of the factors above.

It is no secret that optimising for search engine campaigns need to mature over time and a plan for continuous work each month needs to happen for best results, but when they happen, the floods of traffic, just keep coming.

How many new customers a month can your clinic really deal with?

Results

We all know that Google typically gives us the information that we are looking for in the top 3 search results and consequently 90% of people searching click one of the top 3 results.

Below you’ll see a sample of 10 keywords we target and the results from the date we started. We hide nothing, you will see there is some fluctuation from time to time but placings come back.

Dental Keyword 1

Search Volume: 265 searches / month

Current Position: 1st

Position at Start Campaign: 12th

Reason for targeting: Buyer Keyword – Very specific treatment
patients looking for this are needing treatment

Dental Keyword 2

Search Volume: 112 searches / month

Current Position: 1st

Position at Start Campaign: 28th

Reason for targeting: Buyer Keyword with specific location,
patients looking for this are needing treatment in our dentists area

Dental Keyword 3

Search Volume: 137 searches / month

Current Position: 2nd

Position at Start Campaign: 20th

Reason for targeting: Buyer Keyword with specific location,
patients looking for this are needing treatment in our dentists area

Dental Keyword 4

Search Volume: 49,500 searches / month

Current Position: 3rd

Position at Start Campaign: 51st

Reason for targeting: General Keyword ,
Extremely high search volume though conversion numbers low

https://clinicalmedia.com.au

Dental Keyword 5

Search Volume: 880 searches / month

Current Position: 1st

Position at Start Campaign: 9th

Reason for targeting: Buyer Keyword
Very specific search term for a treatment

https://clinicalmedia.com.au

Dental Keyword 6

Search Volume: 70 searches / month

Current Position: 1st

Position at Start Campaign: 9th

Reason for targeting: Buyer Keyword with specific location,
patients looking for this are needing treatment in our dentists area

https://clinicalmedia.com.au

Dental Keyword 7

Search Volume: 110 searches / month

Current Position: 1st

Position at Start Campaign: 6th

Reason for targeting: Buyer Keyword with specific location,
patients looking for this are needing treatment in our dentists area

https://clinicalmedia.com.au

Dental Keyword 8

Search Volume: 30 searches / month

Current Position: 1st

Position at Start Campaign: 25th

Reason for targeting: Very Specific Buyer Keyword with Location
patients looking for this are needing treatment our dentist specialises in

https://clinicalmedia.com.au

Dental Keyword 9

Search Volume: 260 searches / month

Current Position: 1st

Position at Start Campaign: 7th

Reason for targeting: Very Specific Buyer Keyword
patients looking for this are needing treatment our dentist specialises in

https://clinicalmedia.com.au

Dental Keyword 10

Search Volume: 260 searches / month

Current Position: 1st

Position at Start Campaign: 39th

Reason for targeting: Very Specific Buyer Keyword with Location
patients looking for this are needing treatment our dentist specialises in

https://clinicalmedia.com.au

GMB Insights

What this shows: increased traffic and patients specifically from maps and knowledge panel listings

https://clinicalmedia.com.au

https://clinicalmedia.com.au

What Does it All Mean

The Monthly Results Explained In A Little More Detail

Increased Exposure - Increased Customer Interaction
Dental Seo Increased the website impressions

Both Off Page and On page conversion optimisation ensured the right webpage showing for the search term ensuring great user engagement

More Traffic = More Website Visitors = More Enquiries = More patients
Website Form Enquiries
Tracking the thank you page on the website through analytics we saw a 1100% increase on enquiries from the website contact us pages 44-68 / month
Phone Calls direct from website increased to + 154 / month
Increased dental Phone Calls

Numbers were not tracked previously, but through our insights and event tracking we can now see they are now receiving over 15o enquiries per month

In the month of June 2020 96 calls from website and 58 calls from maps and knowledge panel / featured snippet etc

If your business could benefit from online marketing done in calculated and transparent way – tell us where you need help here

Get More Customers

CASE STUDY DENTAL CLINIC SEO

Digital Marketing For Dentists.

Before We Start

Assessing the Landscape

Brief Summary of Initial Website Analysis

We ran an audit and had further discussions on the dental clinics online marketing expectations and requirements.

We advised what we would do if this dentistry business was ours!

How We Implemented Our Digital SEO Strategy for Dentists

We started with our 35 point on page dental SEO checklist as follows.

ON PAGE Search Engine Optimisation Factors We Looked At And Changed

More ON PAGE Search Engine Optimisation Factors We Looked At

As we became happier with the onpage we start to look at the Dentists Off Page SEO

Why is off-page SEO so important for Dental Clinics?

So here is a list of the off page considerations we looked at when comparing our customers dental practise with their competitors.

Link related OFF Page optimisation we look at

1. Number of referring domains

2. Link authority

3. Checking for Rel = Dofollow or nofollow

4. Anchor text

5. Relevativity

6. Traffic

Non-link-related off-page factors

7. Citations

8. Entity / Brand mentions

9. Google My Business*

10. Reviews*

We know the “authority of third-party sites on which reviews are present” definitely influence regular local organic rankings

On-Page and Off-Page SEO Final thoughts

Results

Dental Keyword 1

Dental Keyword 2

Dental Keyword 3

Dental Keyword 4

Dental Keyword 5

Dental Keyword 6

Dental Keyword 7

Dental Keyword 8

Dental Keyword 9

Dental Keyword 10

GMB Insights

What Does it All Mean

The Monthly Results Explained In A Little More Detail

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11 page Optimisation

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