Case Study 2

Background

This eye care center is an eye care provider which earns a considerable share of its profits from medical procedures. Our marketing team saw opportunities for refining the site’s SEO that could potentially increase their number of procedures. Ridgecrest Solutions believed the business would generate more online leads for procedures in four categories:

  • Optical
  • Lasik
  • Cataract
  • Cosmetic

Local competition in the online search rankings was rife in these categories and terms such as “cataracts” and “lasik” were dominated by large sites with huge collections of content and nationwide brands. Our client’s site was only a local provider with a smaller website. Our goal for our SEO campaign was to cut through the competition and increase our search visibility to attract more online users with a high-intent to purchase.

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Services:

On Site and Off Site SEO Implementation

Solution

Ridgecrest Solutions began by analyzing paid search campaigns to explore the business category and keywords. After reviewing the data, we determined its best opportunities in location-based SEO. We decided to take the following steps for SEO implementation:

Step 1: Determining Niche

We researched and analyzed keywords that fit these three criteria:

    • High conversion rates
    • High volumes of traffic

 

  • Low levels of competition

 

Geo-targeted keyword research

We uncovered variations of broader and related keywords, predominantly variations that included a neighboring location.  For instance, rather than aiming for the highly competitive term “lasik surgery,” we found that including the business’ city or nearby suburbs brought visitors who were looking for local facilities (and consequently have a higher chance to convert).

Step 2: Keyword research

Asking the audience directly

Knowing which keywords to concentrate our SEO efforts on demanded a deep understanding of the business’ target audience. The best terms we could target were revealed when understanding how people looked for information and companies in that market. To understand our clients’ customers, we talked directly with patient managers and those who took inbound calls for the business. We took note of the questions patients asked, the language they used, and the topics they discussed.

Website analytics

We researched keywords were already driving traffic to their site and this helped to reveal the keywords for that had some authority to uncover keywords that needed improvement.

Leveraging keyword tools

We gathered the keywords that were reveled in online search efforts, customer research, and website analytics, and began to analyze for:

  • Estimated level of competition for each keyword
  • Estimated volume of traffic for each keyword
  • Other relevant and related keywords and phrases

Step 3: Repairing site architecture

Our analysis of the website organization revealed several copies of its homepage under different URLs including:

  • www.——-.com
  • ——-.com
  • www.——-.com/index.html

In order to avoid issues with duplicate content, we merged these pages into a single homepage and redirected the second and third URLs to point to the first.

Other site structure changes we made:

  • Repairing and removing pages with “404 errors” (pages that did not load)
  • Redirecting or removing other duplicate pages or duplicate content

 

Step 4: Adding geo-keywords to the site

Though the business could not compete with the huge competitors in this search category, we focused our SEO efforts on relevant keywords and phrases that encompassed neighboring locations. This generates rankings in relevant searches by including the names of nearby cities and suburbs throughout the website within a 30-mile area surrounding the business’ primary office.

Here are the main areas the team improved the site’s local SEO:

Optimized page headers and footers

We added the business’ name, address, and phone number to the header of the site, and included the address and phone number in the footer as well. Within the footer, we added 10 links to local businesses and organizations the business was affiliated with, many of which had the titles that include the names of nearby cities.

Homepage

We included the business’ location in several other locations on the homepage as well and integrated a list of neighboring locations at the bottom of the page:

“Serving clientele from: —–, —–, —–, —–, —–, ——, and more!”

Contact page

The contact page we created listed the business’ street address in text as well as in a live map plugin. We included office’s phone numbers, email addresses, and fax numbers for their different departments.

Step 5: Improving other on-site SEO factors

We also made other site adjustments to increase user and search experience:

Created service pages

When adding content to the site, we added pages targeting valued keyword phrases such as “LASIK eye surgery.” These pages we created featured at least one related image or video, provided unique content on the topic, and included several lead-generation forms.

Internal linking

Along with a persistent navigation and sitemap, we added internal links throughout the website that pointed to our other pages using a variety of related keywords in their anchor text.

Updated metadata

We recreated the metadata for website pages (the short description preview shown by search engines in search results). We updated these tags and descriptions to include relevant keywords and the business’ location.

Step 6: Improving off-site SEO

We improved off-site SEO in three main areas:

Link building

Inbound links to your website can have a huge SEO impact in search rankings so we worked to encourage other websites to link to our client. The majority of this work was concentrated on contributing content to related websites or blogs and ensuring that this content linked back to our client. Since our focus was on local SEO, we attempted to include geo-keywords as anchor text in the inbound links when possible.

Google Places

Places is a service offered by Google allowing organizations to build a page about their business that is tied to Google Maps while including information about the organization.

For our client, we included:

  • Short description and keywords
  • Photos of staff doctors and the facility
  • Video and testimonials
  • Street address, contact numbers, and homepage URL

Local search

We verified and managed listings in local search engines to add applicable location-based information about the business on other sites, verified its accuracy, and added inbound links.

Results

Although the New Year normally brings a drop in eye procedures, our client saw a big increase in procedures within the first few months. It was a trend across the board for over 10 years that the number of surgeries went down in January. However, this recent January 2015 (two months after our SEO campaign), overall procedures increased by 48%. While most providers in vision correction surgeries were down, our client saw growth of 225% in revenue year-over-year in January.

Other results our client has seen:

  • 53 % year-over-year increase in organic search traffic in January
  • 62% year-over-year increase in organic traffic in February
  • 7 out of 10 of the site’s top keywords in February included a local term
  • Increased position in Google search rankings on 358 keywords

 

Moving forward

We have only completed only the basic tasks for our six step SEO plan. Future plans include competitive link analysis to reveal link-building targets and a more targeted focus on generic keywords in the industry.  We have also experienced much success in creating mobile-optimized landing pages for individual category pages. Although these were not funneling large amounts of organic search traffic, we have been experiencing some promising results and we plan to continue working in this area further.

 

If you are interested in achieving similar results, complete the short contact form on any page of our website to schedule a free business audit or assessment to see what kind of results to expect from an online marketing project with Ridgecrest Solutions!