Category: Case Study

A jeweler with previous experience working with a not-so-reputable digital marketing agency was in need of new customers for their business. They understood that digital media is the way to go, but needed someone with reliable skills, expertise, and experience in their industry. From a quick call, we understood the services they wanted to offer, the highest profit margin products, and what they wanted to avoid.

What we found

Close inspection of their Google Ads campaigns found that it was poorly structured, with keywords dumped into a single campaign without topically relevant structuring that made sense for the services they provide. The campaign has also been paused for more than a year, with some conversions that brought in irrelevant traffic. Money was spent to acquire visibility from customers who aren’t the right fit.

We also found:

• Traffic coming from areas from a nearby city they cannot serve
• Incomplete tracking of all important conversion actions (website visits, calls from website, Google Maps direction)
• Poor landing page design and optimization

How we improved our digital presence

In the best interest of time, as we gained access to the website and reviewed what has happened, our team went to work ensuring that the business’s best salesperson, their landing page, was well dressed well and can showcase all the right things to their ideal prospects. We designed the landing page off-site with the following touches:

• Introduced the USP of providing on-site, same day services
• Conveyed how other jewelers send their customer requests to their designers for work
• Ensure the visitor what the page they landed on is meant to do (get them to call in for a consultation)
• Added a form for visitors to fill

We also restructured the Google Ads campaigns to have multiple types of campaigns and a few setting improvements, including:

• Re-optimized the smart campaign to focus on relevant services
• Updated and narrow the search campaign keyword targeting
• Excluded targeting from the other city and those who shown interest in the target area, but does not live there
• Updated the previous service ad groups with fresh keywords with search volume
• Added new ad variations with the best practices of ad copywriting
• Set up conversion tracking for phone calls that come from the website

What came from our work

As a result of our work, we witnessed:

• 3x conversions coming from numerous campaign types and keyword channels
• Clear conversion actions coming from the paid search channels, both from website visits and from additional conversion actions
• Successful re-launch to a restructured Google Ads account and campaign
• Client increasing their marketing spend and requesting campaigning efforts on the organic front (SEO)
• 50 calls per month to 200 calls and 50 form fills per month

Conclusion

Sometimes, it helps to get the fundamentals right. Following the guidelines Google Ads can be a strong start to a successful campaign. Though there are many ways to structure an account, when you structure it an optimal way, you are more likely to generate the attention you need for a lot less.

Having conversion-optimized landing pages and another means for visitors to contact you helps, too!

Interested in starting a conversation about your digital search? You can learn more about what we have to offer here, then reach out to us to discuss how we can help you.

A pandemic is looming and a client that’s been in the insurance industry for 10+ years now is in preparation mode for the drastic rise in online shopping for quotes. They understood that search marketing is the way, and investing heavily into SEO and content is essential in adapting to this extreme change in consumer behavior. This needed to be done while a new online ordering system service was in development.

Referrals, conferences, and cold calling worked before. Now, new digital avenues must be explored.

What we found

An inspection of their SEO campaign found that the website requires revamping in the way its structured. The home page ranks for a city-specific keyword channel.

There was also a lack of content for capturing numerous city-specific keyword channels. Insurance is searched at a local level, so a need for content catering to local search results is required.

We also found:

• The website user experience was poor with navigation and page speed requiring attention
• Optimization was incomplete, requiring data-driven work to each page
• Restructuring of the virtual and physical silos of the website can go a long way to improve topical authority
• Identified 15 cities we want to prioritize our focus

How we improved our digital presence

To obtain more leads, we needed to increase our online authority and increase the reach of our organic search campaign. We needed to understand where we are today and where we want to be in a 9 to 12-month timeframe. To achieve this, we:

• Identified keyword channels of focus
• Planned the ideal website hierarchy and structure to improve user navigational experience
• Run a content gap audit to determine additional content needs and existing web page optimization goals

In addition, upon closer inspection of our landing page experiences, we made improvements to our website page templates, including:

• Improving mobile friendliness and experience
• Conversion rate optimization with clear call-to-actions throughout page content
• Content optimization to improve contextual clarity for search engines

What came from our work

As a result of our work, we witnessed:

• 61% increase year-over-year in organic search traffic
• Fully optimized website with 130 web pages, plus 35 additional landing pages
• 2x increase in new keyword visibility
• Successful launch of online quoting system service with an immediately realization of a new revenue stream

Conclusion

There is a compelling reason why businesses invest in their SEO: You can reach a point where a well-written article can generate a tremendous amount of leads for as long as your website is live. Like having a sales person that never sleeps and in more than 1 place at a time!

When your website reaches “authoritative status”, any page you publish can take you to the top of the Google search results. You can get in front of your ideal prospects every day.

Interested in starting a conversation about your digital search? You can learn more about what we have to offer here, then reach out to us to discuss how we can help you.

The pandemic has hit, and patients are afraid. For all the right reasons. According to the American Dental Associations, patient volumes have dropped as much as 70% in 2020. However, there are always residents in need of a dentist, in need of specific dental services.

One of our U.S. client owned a dental practice saw an opportunity. They want to capitalize on the pandemic by continuing to pursue greater market shares in their local service areas. Where other practices pulled back or pause on marketing, they pushed on.

What we found

Several changes were required to adopt to the change in consumer behavior, both from a marketing perspective and from the staff’s own follow-up capabilities.

• Provide a COVID-19 statement and information on website
• Maintain updates on the website and social media platforms
• Ongoing content marketing strategy
• Lack of reviews in the past 6 months leading into the pandemic

How we improved our digital presence

It’s one thing to get people through the door and being found, but if there is one thing the pandemic has taught us, is that if a prospect does not like what they see, they leave and may never return again. The great thing, however, is that there are always new prospects.

• We provided a one-pager PDF instructing office administrators on how to ask for reviews immediately after service and with a follow-up contact
• Further expand on our reach for new keyword channels, creating new content catering to each and improving the site’s expertise, authority, and trust
• Ongoing link building activities, such as appropriate local, national, and niche business listings, guest postings, and link insertions
• Optimization of several pages that were incomplete, focusing on a complete SEO strategy to improve organic traffic.

Tips for asking for reviews as a healthcare clinic

There are strict rules from both the ADA and CDA on offering incentives, especially for reviews. However, there are ways you can train your staff to engage your patients leading up to the ask. Here are several steps to do so:

1. Understand how engaged your patients. Look over your patient management system, and begin tracking how often a patient comes in, how often they respond to calls and emails, and score them as such. You can also lean into these systems to send automated surveys, with links to Google My Business, Opencare, Facebook Review, etc. to help.
2. Start with “how did we do today?”. This gives your staff insights on whether everything went well for you to ask for a review at all. It also encourages an open conversation for important feedback and primes them for the ask.
3. Send an email or share a business card, where you provide a direct link to your Google My Business listing. You can also include the services they enjoyed that day, so they can mention it in your review (important!)
4. Make sure your systems and procedures are HIPPA or PHIPA compliant. Anything that pertains to patient information, including names and phone numbers, needs to be up to standard. Running a security

It’s also important to reminding your staff from time to time. Asking how they are doing in asking for reviews can help your clinic gain more positive reviews, and gain greater visibility on search engines and attracting new patients.

What came from our work

As a result of our work, the client’s dental practice enjoyed:

• 12 to 20 new patients per month from organic channels, up from 2 to 5 since the start of the pandemic
• Top-page results for a variety of new local keyword channels, such as family dentistry, dentist for seniors, and periodontics dentistry
• Growing improvements in local keyword channels such as dentist, emergency dentistry, pediatric dentistry, and dental implants
• 47% increase in organic traffic from 17 optimized informative content pieces (blog posts)
• Satisfaction in improvements on increasing reviews through new follow-up procedures

Conclusion

The pandemic has been difficult for many local businesses, especially dental practices. Though patient volumes have dropped, marketing budgets from competitors have, too. When you can keep your feet on the gas pedal with your marketing, you can begin making significant progress in presence and market shares.

The fundamentals of search engine optimization still applies, too. You need:

• Quality, well-optimized content
• Technically sound website
• Strong and numerous backlinks

There can be hundreds of competitors in your area. When you have these fundamental SEO practices in place, you can set your practice apart from your competitors and take the lead in search results as the top dental practice in your area. Add on an amazing follow-up on asking for reviews by yourself and your staff and you’ll be on your way to the first page of search engines with amazing results from new patient inflow.

Interested in starting a conversation about your digital search? You can learn more about what we have to offer here, then reach out to us to discuss how we can help you.

This particular client have seen exceptional results from their initial set of keywords for one of their dental practices, and wanted to expand further by ranking their second location for a more competitive area. Specifically, they wanted to rank for “dentist” and “orthodontics”.

Having been working on their site for months prior, we knew the site had a few things going on for them:

• We’ve built a sufficient amount of backlinks over the past 6 months to help the site establish domain authority, making it easier to rank for keywords
• Given a few weeks, any new target keyword can rank in the top 30 within 4-6 weeks (authority status)
• We are ranking in the top 10 of the main set of keywords they signed up for SEO services to rank

So we went to work on them. Here are the ranking results:

When we analyzed the target keyword SEO competitors, we found many of the sites were ranking a dedicated page to the area. We also found the pages to be well-optimized for SEO (other SEO agencies/freelancers working on such competitive keyword cluster) and had a high domain authority (backlinks support).

Here is what we knew that we had to do for them:

• Create a dedicated page with a URL structure, metadata, and heading tags optimized to signal visibility on our target area
• Produced page content that were informative, clear, and compelling for selling and educating visitors on the dental services offered (~800 words)
• Conducted an internal linking campaign connecting other service pages and the home page to this new page (pass link equity, improve topical authority, and helps the new page index quicker)
• Conducted a link building campaign involving guest posts from sites that we have worked with previously and business directories (increasing link equity and presence in the area)

As a result, rankings overall has improved both for the target area keywords and for more competitive keywords.

The next steps from here is to continue increasing link equity and push for top 3-5 positions in the next 3-6 months.

Increasing organic search visibility

This client simply wanted to expand their reach across all of Ontario. They wanted more traffic, build greater brand awareness, and ultimately generate leads across the province.

After 6 months of campaigning, we have seen steady and progressive results:

We also find that their interested keywords have increased overall in ranking positions, although many more highly relevant, commercial keywords outside of our SEO plan have appeared.

We knew the site has achieved authority-status under Google’s eyes (any new content published ranks in the top 30 positions), so the strategy was simple. With an increased SEO budget and reallocation of resources, the strategy was to increase content production and publish as much commercial content s quickly as possible.

The results were phenomenal and the visibility was as expected:

The next steps is to continue publishing additional content, focusing more on informative keywords and optimizing the site structure (both the menu physical hierarchy and the internal links virtual siloing).

Making it to the top

A client enjoying exceptional SEO results wanted to take it all the way to the top and dominate their market. We evaluated the market, looked over what it would take to accomplish such, and produced this overall result:

The site was in a prime position to shoot for top 5 positions. The site had no technical SEO issues, the content on-page SEO was well-optimized, and link building was going well. All they needed was a little push. The question was from where?

What we notice was from the addition of new content, we found further optimization for additional, relevant keyword signals. This advanced optimization was to be carefully executed, as incorrect optimization can lead to a drop in rankings, traffic, and leads.

• Comprehensive and thorough keyword and competition research was conducted to identify new opportunity keyword signals
• On-page optimization was conducted both within the content body and content headings
• Conducted an internal linking campaign to reorganize the virtual structure laid out for the site, and better optimizing the flow of link equity achieved for the site

As a result, we were able to push to the top of the mountain with high-volume service+area keywords and keywords of interest.

The next step is to continue ongoing link building campaign, continue careful optimization tests for improvements, and dominate the market as the #1 ranking site for high-volume keywords.

This particular client have seen exceptional results from their initial set of keywords for one of their dental practices, and wanted to expand further by ranking their second location for a more competitive area. Specifically, they wanted to rank for “dentist” and “orthodontics”.

Having been working on their site for months prior, we knew the site had a few things going on for them:

• We’ve built a sufficient amount of backlinks over the past 6 months to help the site establish domain authority, making it easier to rank for keywords
• Given a few weeks, any new target keyword can rank in the top 30 within 4-6 weeks (authority status)
• We are ranking in the top 10 of the main set of keywords they signed up for SEO services to rank

So we went to work on them. Here are the ranking results:

When we analyzed the target keyword SEO competitors, we found many of the sites were ranking a dedicated page to the area. We also found the pages to be well-optimized for SEO (other SEO agencies/freelancers working on such competitive keyword cluster) and had a high domain authority (backlinks support).

Here is what we knew that we had to do for them:

• Create a dedicated page with a URL structure, metadata, and heading tags optimized to signal visibility on our target area
• Produced page content that were informative, clear, and compelling for selling and educating visitors on the dental services offered (~800 words)
• Conducted an internal linking campaign connecting other service pages and the home page to this new page (pass link equity, improve topical authority, and helps the new page index quicker)
• Conducted a link building campaign involving guest posts from sites that we have worked with previously and business directories (increasing link equity and presence in the area)

As a result, rankings overall has improved both for the target area keywords and for more competitive keywords.

The next steps from here is to continue increasing link equity and push for top 3-5 positions in the next 3-6 months.

Increasing organic search visibility

This client simply wanted to expand their reach across all of Ontario. They wanted more traffic, build greater brand awareness, and ultimately generate leads across the province.

After 6 months of campaigning, we have seen steady and progressive results:

We also find that their interested keywords have increased overall in ranking positions, although many more highly relevant, commercial keywords outside of our SEO plan have appeared.

We knew the site has achieved authority-status under Google’s eyes (any new content published ranks in the top 30 positions), so the strategy was simple. With an increased SEO budget and reallocation of resources, the strategy was to increase content production and publish as much commercial content s quickly as possible.

The results were phenomenal and the visibility was as expected:

The next steps is to continue publishing additional content, focusing more on informative keywords and optimizing the site structure (both the menu physical hierarchy and the internal links virtual siloing).

Making it to the top

A client enjoying exceptional SEO results wanted to take it all the way to the top and dominate their market. We evaluated the market, looked over what it would take to accomplish such, and produced this overall result:

The site was in a prime position to shoot for top 5 positions. The site had no technical SEO issues, the content on-page SEO was well-optimized, and link building was going well. All they needed was a little push. The question was from where?

What we notice was from the addition of new content, we found further optimization for additional, relevant keyword signals. This advanced optimization was to be carefully executed, as incorrect optimization can lead to a drop in rankings, traffic, and leads.

• Comprehensive and thorough keyword and competition research was conducted to identify new opportunity keyword signals
• On-page optimization was conducted both within the content body and content headings
• Conducted an internal linking campaign to reorganize the virtual structure laid out for the site, and better optimizing the flow of link equity achieved for the site

As a result, we were able to push to the top of the mountain with high-volume service+area keywords and keywords of interest.

The next step is to continue ongoing link building campaign, continue careful optimization tests for improvements, and dominate the market as the #1 ranking site for high-volume keywords.

The pandemic has hit, and patients are afraid. For all the right reasons. According to the American Dental Associations, patient volumes have dropped as much as 70% in 2020. However, there are always residents in need of a dentist, in need of specific dental services.

One of our U.S. client owned a dental practice saw an opportunity. They want to capitalize on the pandemic by continuing to pursue greater market shares in their local service areas. Where other practices pulled back or pause on marketing, they pushed on.

What we found

Several changes were required to adopt to the change in consumer behavior, both from a marketing perspective and from the staff’s own follow-up capabilities.

• Provide a COVID-19 statement and information on website
• Maintain updates on the website and social media platforms
• Ongoing content marketing strategy
• Lack of reviews in the past 6 months leading into the pandemic

How we improved our digital presence

It’s one thing to get people through the door and being found, but if there is one thing the pandemic has taught us, is that if a prospect does not like what they see, they leave and may never return again. The great thing, however, is that there are always new prospects.

• We provided a one-pager PDF instructing office administrators on how to ask for reviews immediately after service and with a follow-up contact
• Further expand on our reach for new keyword channels, creating new content catering to each and improving the site’s expertise, authority, and trust
• Ongoing link building activities, such as appropriate local, national, and niche business listings, guest postings, and link insertions
• Optimization of several pages that were incomplete, focusing on a complete SEO strategy to improve organic traffic.

Tips for asking for reviews as a healthcare clinic

There are strict rules from both the ADA and CDA on offering incentives, especially for reviews. However, there are ways you can train your staff to engage your patients leading up to the ask. Here are several steps to do so:

1. Understand how engaged your patients. Look over your patient management system, and begin tracking how often a patient comes in, how often they respond to calls and emails, and score them as such. You can also lean into these systems to send automated surveys, with links to Google My Business, Opencare, Facebook Review, etc. to help.
2. Start with “how did we do today?”. This gives your staff insights on whether everything went well for you to ask for a review at all. It also encourages an open conversation for important feedback and primes them for the ask.
3. Send an email or share a business card, where you provide a direct link to your Google My Business listing. You can also include the services they enjoyed that day, so they can mention it in your review (important!)
4. Make sure your systems and procedures are HIPPA or PHIPA compliant. Anything that pertains to patient information, including names and phone numbers, needs to be up to standard. Running a security

It’s also important to reminding your staff from time to time. Asking how they are doing in asking for reviews can help your clinic gain more positive reviews, and gain greater visibility on search engines and attracting new patients.

What came from our work

As a result of our work, the client’s dental practice enjoyed:

• 12 to 20 new patients per month from organic channels, up from 2 to 5 since the start of the pandemic
• Top-page results for a variety of new local keyword channels, such as family dentistry, dentist for seniors, and periodontics dentistry
• Growing improvements in local keyword channels such as dentist, emergency dentistry, pediatric dentistry, and dental implants
• 47% increase in organic traffic from 17 optimized informative content pieces (blog posts)
• Satisfaction in improvements on increasing reviews through new follow-up procedures

Conclusion

The pandemic has been difficult for many local businesses, especially dental practices. Though patient volumes have dropped, marketing budgets from competitors have, too. When you can keep your feet on the gas pedal with your marketing, you can begin making significant progress in presence and market shares.

The fundamentals of search engine optimization still applies, too. You need:

• Quality, well-optimized content
• Technically sound website
• Strong and numerous backlinks

There can be hundreds of competitors in your area. When you have these fundamental SEO practices in place, you can set your practice apart from your competitors and take the lead in search results as the top dental practice in your area. Add on an amazing follow-up on asking for reviews by yourself and your staff and you’ll be on your way to the first page of search engines with amazing results from new patient inflow.

Interested in starting a conversation about your digital search? You can learn more about what we have to offer here, then reach out to us to discuss how we can help you.

A pandemic is looming and a client that’s been in the insurance industry for 10+ years now is in preparation mode for the drastic rise in online shopping for quotes. They understood that search marketing is the way, and investing heavily into SEO and content is essential in adapting to this extreme change in consumer behavior. This needed to be done while a new online ordering system service was in development.

Referrals, conferences, and cold calling worked before. Now, new digital avenues must be explored.

What we found

An inspection of their SEO campaign found that the website requires revamping in the way its structured. The home page ranks for a city-specific keyword channel.

There was also a lack of content for capturing numerous city-specific keyword channels. Insurance is searched at a local level, so a need for content catering to local search results is required.

We also found:

• The website user experience was poor with navigation and page speed requiring attention
• Optimization was incomplete, requiring data-driven work to each page
• Restructuring of the virtual and physical silos of the website can go a long way to improve topical authority
• Identified 15 cities we want to prioritize our focus

How we improved our digital presence

To obtain more leads, we needed to increase our online authority and increase the reach of our organic search campaign. We needed to understand where we are today and where we want to be in a 9 to 12-month timeframe. To achieve this, we:

• Identified keyword channels of focus
• Planned the ideal website hierarchy and structure to improve user navigational experience
• Run a content gap audit to determine additional content needs and existing web page optimization goals

In addition, upon closer inspection of our landing page experiences, we made improvements to our website page templates, including:

• Improving mobile friendliness and experience
• Conversion rate optimization with clear call-to-actions throughout page content
• Content optimization to improve contextual clarity for search engines

What came from our work

As a result of our work, we witnessed:

• 61% increase year-over-year in organic search traffic
• Fully optimized website with 130 web pages, plus 35 additional landing pages
• 2x increase in new keyword visibility
• Successful launch of online quoting system service with an immediately realization of a new revenue stream

Conclusion

There is a compelling reason why businesses invest in their SEO: You can reach a point where a well-written article can generate a tremendous amount of leads for as long as your website is live. Like having a sales person that never sleeps and in more than 1 place at a time!

When your website reaches “authoritative status”, any page you publish can take you to the top of the Google search results. You can get in front of your ideal prospects every day.

Interested in starting a conversation about your digital search? You can learn more about what we have to offer here, then reach out to us to discuss how we can help you.

A jeweler with previous experience working with a not-so-reputable digital marketing agency was in need of new customers for their business. They understood that digital media is the way to go, but needed someone with reliable skills, expertise, and experience in their industry. From a quick call, we understood the services they wanted to offer, the highest profit margin products, and what they wanted to avoid.

What we found

Close inspection of their Google Ads campaigns found that it was poorly structured, with keywords dumped into a single campaign without topically relevant structuring that made sense for the services they provide. The campaign has also been paused for more than a year, with some conversions that brought in irrelevant traffic. Money was spent to acquire visibility from customers who aren’t the right fit.

We also found:

• Traffic coming from areas from a nearby city they cannot serve
• Incomplete tracking of all important conversion actions (website visits, calls from website, Google Maps direction)
• Poor landing page design and optimization

How we improved our digital presence

In the best interest of time, as we gained access to the website and reviewed what has happened, our team went to work ensuring that the business’s best salesperson, their landing page, was well dressed well and can showcase all the right things to their ideal prospects. We designed the landing page off-site with the following touches:

• Introduced the USP of providing on-site, same day services
• Conveyed how other jewelers send their customer requests to their designers for work
• Ensure the visitor what the page they landed on is meant to do (get them to call in for a consultation)
• Added a form for visitors to fill

We also restructured the Google Ads campaigns to have multiple types of campaigns and a few setting improvements, including:

• Re-optimized the smart campaign to focus on relevant services
• Updated and narrow the search campaign keyword targeting
• Excluded targeting from the other city and those who shown interest in the target area, but does not live there
• Updated the previous service ad groups with fresh keywords with search volume
• Added new ad variations with the best practices of ad copywriting
• Set up conversion tracking for phone calls that come from the website

What came from our work

As a result of our work, we witnessed:

• 3x conversions coming from numerous campaign types and keyword channels
• Clear conversion actions coming from the paid search channels, both from website visits and from additional conversion actions
• Successful re-launch to a restructured Google Ads account and campaign
• Client increasing their marketing spend and requesting campaigning efforts on the organic front (SEO)
• 50 calls per month to 200 calls and 50 form fills per month

Conclusion

Sometimes, it helps to get the fundamentals right. Following the guidelines Google Ads can be a strong start to a successful campaign. Though there are many ways to structure an account, when you structure it an optimal way, you are more likely to generate the attention you need for a lot less.

Having conversion-optimized landing pages and another means for visitors to contact you helps, too!

Interested in starting a conversation about your digital search? You can learn more about what we have to offer here, then reach out to us to discuss how we can help you.