DENTAL CLINIC IN IOWA
From “empty slots” to “booked solid” two months out
Our client, a Dental clinic in Iowa, improved positioning for key transactional keywords, such as “dentist (city name)” and “dental implants (city name).”
They went from booking seven new clients appointments per month to twenty-five.
Nine months after starting our collaboration, the dental clinic’s website gets more traffic via SEO than ever before, with higher engagement, and higher session duration.
The best part? The Dental Office’s waiting list is consistently booked solid over the next two months.
+271%
Increase in Impressions
in Google Search Results
+300%
New Bookings per month
+517%
Keywords in Google's Top 10
THE COMPANY
Dentist office targeting middle and upper-middle class families and professionals in an Iowa city
Our client is a dentist office with a solid reputation and local renown. It’s primarily a local business that prizes itself on offering its patients the best care and oral health throughout their lives. In spite of its local focus, it attracts clients in a radius of a five-hour drive.
THE CHALLENGE
Increase positioning in Google Search results for non-brand specific keywords, and differentiate from the competition.
In spite of its local renown, this Iowa Dental Clinic was struggling to attract new clients through channels other than WoM and referrals.
And even with excellent reviews, the Dentistry was struggling to gain visibility and position itself clearly in the mind of its target audience as the ideal solution.
This was limiting the flow of incoming clients and attracting unqualified leads, patients who were seeking services the Clinic did not offer (such as emergency dentistry), instead of the ones they did.
WHAT WAS OUR GOAL
A significant growth in the number of new clients booking a first-time consultation
To increase the site’s visibility in Organic and Local Search Results
Given the local nature of our client’s Dentistry business, we wanted to expand the reach of the office’s visibility on Google Maps and in Local SEO results, to attract clients looking for a dentist locally. This implied focusing on transactional keywords on both the website and our client’s Google Business Profile listing, to ensure higher positioning on both, and thus a higher number of both website visits and calls.
Improve the positioning of non-brand-related keywords
When we started to work with our client, the website was well-positioned for brand-related keywords, including our client’s brand name, dentist names, and such. This told us that our client had a solid reputation in their city, but was not actually attracting clients beyond WoM and referrals. Thus, we needed to identify and secure positioning in the top 10 search results for transactional keywords relevant to people in the market for a dentist, both for general keywords (i.e. “dentist (city name)”) and for specialist services (i.e. “porcelain veneers in (city),” or “dentist that does tooth extractions”).
Increase bookings for new consultation from organic search traffic
Our ultimate goal was that, via higher visibility of the web and better positioning in Google Search Results and Local Search results of relevant transactional keywords, our client would see an increase in phone bookings for first-time consultations, and thus, an increase in revenues.
THE SOLUTION
Implementation of a Transactional SEO Architecture on the site, optimization of internal links and site navigation, and optimization of all service pages to drive conversions.
We decided to tackle this challenge by focusing first of all on a Transactional SEO strategy, with a focus on the keywords that could bring the highest volume of quality organic traffic to the site.
Here’s an overview of our process, step-by-step:
- Identification of all relevant transactional keywords, including location-specific keywords
- Structuring of keywords in categories and subcategories, with the goal of designing the best site architecture for both positioning and UX
- Optimization of the site in terms of copy and messaging for all service categories
- Technical SEO Optimization
- Optimization of all pages for conversions, and redesign of the site to drive bookings and calls.
OUR RESULTS
Increase in organic traffic’s quality
Since we started working on the site, our client has seen an increase in impressions in Google Search Results, and in qualified traffic. The implementation of effective SEO practices has allowed both the website and Google Business Profile listing to reach new potential patients in need of a dentist in their city.
Improve the positioning of transactional keywords
Our client was able to better position itself in Google’s top 10 positions for key transactional keywords, for both generic, and specialties, high-value services (teeth whitening, dental implants) for their business. This has increased our client’s reach and online visibility among users with specific search intentions related to the products offered.
Increase in bookings and revenues
Thanks to all of the results achieved, the number of new consultations booked has increased significantly, with our Dentistry client’s waiting list being sold out two months out. This has allowed our client to consider expanding their clinic, while needing no further investment in partnerships, sponsored links, paid ads, social marketing and more.
From seven to twenty-five new bookings per month
Since starting our collaboration, our client has gone from seven new bookings per month to over twenty on average, and, as a result, is sold out for new bookings two months out.
This is allowing our client to consider whether to extend their clinical practice and hire new personnel, demonstrating the impact of BuildIt’s strategy in the medium to long term.
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