Multiple-Location Dermatology Practice Group
Project Overview
After the successful execution of the local optimization strategy, there was a 52 percent increase in monthly site traffic, a 191 percent increase in monthly leads, and consequently better brand awareness.The strategies employed by Austin Marketing Co not only boosted the site’s keyword rankings into the top five search results, but also generated new patients and repeat visitors to the site. More importantly, our CRO methods have made the client’s website more functional and accessible to online users.
This multiple-location dermatology practice group is one of the largest membership networks in the United States. The company prides itself on providing personalized, comprehensive skin care treatment across 100 locations in the U.S., including Colorado, Missouri and Texas.
The client partnered with Austin Marketing Co Internet Marketing Agency to increase lead generation through organic search. After nine months into the SEO strategy, Austin Marketing Co has helped boost the company’s monthly leads by 191 percent.
Monthly Leads
Top 5 Keyword Rankings
Monthly Traffic
Referral Traffic
Executing The Strategy
THE CHALLENGE
The dermatology practice group had a main website that needed migration to the micro-sites. Now, this was a challenge since the client serves 100 locations.
The client’s goals were to increase organic ranking for location-based keywords and other related terms, including “cosmetic dermatology,” “general dermatology,” “skin cancer,” “eczema,” “acne” and “Botox.”
The company also wanted to establish an on-going SEO strategy for all future clinic openings, increase new patients for existing clinics and boost keyword visibility for the Dallas area.
THE SOLUTION
Initially, our Austin Marketing Co SEO specialists developed a migration plan for client websites. We have identified all the redirects that needed to be set up from the old site to the relevant content on the microsite.
Austin Marketing Co has also helped the client unify their local optimization efforts across all locations. Our SEO experts implemented local citation management, domain linking, ongoing content development, and link building strategies. To establish a solid SEO routine, we’ve also created an SEO checklist for each existing location and pre-launch tasks for new ones.
- Optimizing and localizing the content for local searches
- Implementing consistent branding across all locations and social platforms
- Optimizing for local geographic keywords in addition to the client’s keyword services
- Ranking for high-intent keyword searches, including “skincare exam,” “Botox injections” and “local dermatologist”
- Obtaining links from topically- or geographically-relevant blogs or article authors
- Earning local citations from local news sites, bloggers and business associations
- Interlinking across the website
Austin Marketing Co’s content marketing was aimed at creating professionally written content
that maintains a unique, understandable voice. We have also continuously
monitored the client’s site performance for conversion rate optimization (CRO) opportunities.
Project Tags:
Services Used
Paid Social Media Advertising
Pay-Per-Click (PPC) Marketing
The Results
- Link Clicks: +22.56%
- Impressions: +8.62%
- Purchases: +1K%
- Website Purchase ROAS: +153.93%
- Website Purchase Value: +322.13%
- Landing Page Views: +23.72%
- Adds-to-Cart Value: +191%