Discover how a General Dentist's Office Doubled Organic Leads with SEO

increase in traffic from new users

increase of first-time callers

increase in clicks

increase in organic impressions

About the company

General Dentist Office in California

In April 2021, this General Dentistry Practice started its SEO journey. All data in this report is from April 2021 to December 31st. 2022. A small one-location dental office needed SEO to expand their brand, get new patients, improve local brand recognition, and increase community trust in the northern California area. Additionally, the practice wanted to optimize its website’s technical configuration, content relevance, and link popularity so it was easier to find online, and more relevant and popular in user search queries; they wanted search engines to rank them better.

Overview

Create an Upward Digital Strategy to Increase Organic Traffic and Generate New Leads

Succesful SEO campaigns were essential as the office wanted to expand and acquire new patients. Our team of SEO experts, consisting of developers, writers, web designers, and a personal account manager, set out to achieve their ambitious growth goals

Historically, the practice had an outsourced one-person SEO service that offered technical support. They also relied on referrals for new patients.

As they were in dire need of new patients, they understood they needed to rank higher on Google to get new leads, and a fresh SEO perspective was imperative.

The initial audit showed the need to optimize their homepage and services page titles. Success also required new meta descriptions and optimizations. CALL-TO-ACTIONs (CTAs) were missing on all main services pages.

The Robot.txt file had crawling issues, and the website structure lacked consistency, so we needed to submit a proper sitemap. Link building was also a priority, and directories showed old business information.

Goals

Rank higher on Google Search Result Pages (SERPs).
Increase organic visibility.
Highlight valuable content.
Expand website User Experience (UX).
Ensure local exposure and growth.
Gain crossreferences with local city searches and in local maps.
Increase brand awareness.
Website SEO Optimizations to increase visibility.
Increase number of qualified leads.
Improve content quality and quantity.
Link-earning in local cities and maps.

Challenges

This dental website needed a more practical structure and several optimizations. As a dental marketing agency, we’re used to finding websites that can be a couple of years old, but due to how fast the speed of the internet moves nowadays and how search engines adapt to these changes, it is imperative to refresh your digital presence frequently, and that was something we needed to do here.

The practice owners did not want to create a new site, so we had to identify valuable assets while optimizing outdated parts. Anything we added had to match their branding and tone, while accomodating any new goals. Finally, we set out to improve local visibility; a must in the competitive dental and health industry.

Our Strategy

Build a Profitable and Well-Positioned Dental Website with Outstanding User Experience (UX) for Patients

Our team at Search Business Group decided to work on the SEO campaign from several angles: optimizing location and services pages (titles, meta descriptions, and more), include a CALL-TO-ACTION on all main pages, and develop a proper sitemap.

Our work helped search engines understand the website’s structure. To improve indexing and fix crawling issues, we worked on the robot.txt file, which enhanced the user experience.

Additionally, we matched the business information with suitable online directories. The results were palpable since day one as the company increased traffic and local visibility and earned high-quality leads.

Our Results: Diving into the Numbers

GROWTH

The growth in 2021 and 2022 was impressive. This success was possible thanks to our structured SEO Campaign process. We made efficient use of existing assets and developed new ones to gain organic traffic. In general, we did on-page SEO focusing on creating meaningful and useful content and ensuring it was optimized regularly. The Off-page SEO part focused on link-building, meaning links that directed to the website from trusted sources on the internet.

Any backlinks added were from reputable sources, which helped the site gain authority with search algorithms. Technical SEO is as crucial as content; rankings, page speed, and responsive site design for all platforms (Desktop, mobile, and tablet) were essential for this success. Pages needed to be crawlable and indexable to rank appropriately. Today, Google easily accesses all pages without any issues. We built and optimized pages for each service and included relevant information to improve their content. Blogs and Google Business Posts (GBPs, formerly known as Google My Business Posts) also leveraged long-tail keywords based on research and updated data. Everything we published came from an SEO-focused content marketing strategy that scheduled, optimized, created, and measured content.

Google Search Console Updates

2021

Clicks

No data from 2020 to compare

Impressions

No data from 2020 to compare

2022

Clicks

⬆️411.2 %

Impressions

⬆️593.1%

SEO impressions* and clicks** help us indicate how vital any search term is in the local industry and if the campaigns we applied are working. Both are indicators of user behavior, and user behavior is used by Google’s algorithms to measure the website’s credibility and authority.

* Impressions represent the number of times a page appears in organic search results. Impressions don’t necessarily mean that the user clicked and visited the page. When the user types a search query, the impression will appear so the users can see it.
** Clicks happen when a website appears as a Google organic (non-ad) search result; any traffic the page gets from that search counts as an SEO click.

The “No Data” note in 2021 is because we did not have the previous year’s data for a proper comparison (We started the SEO in 2021, so 2020 was not available)
We can see that clicks and impressions continue growing exponentially, especially in 2022.

2022 surpassed 2021 by more than 100%.

We analyzed the website’s search queries used to find your website via Google. This tactic helped us identify which queries were bringing the most traffic and measured the effectiveness of our SEO campaigns. And to recognize opportunities to improve performance, link quality, all crawling issues, users’ behavior, and traffic and conversions.

In brief, 2021 was the first year of growth, and 2022 was the year of topping the charts and achieving local recognition.

Call Tracking

2021

Total Calls

No data from 2020 to compare

First Time Callers

No data from 2020 to compare

Call Attribution 2021

2022

Total Calls

⬆️135,9 %

First Time Callers

⬆️81.4%

Call Attribution 2022

The Call tracking feature started late in 2021 and helped us generate more leads by identifying where the business’ best leads (new patients) were coming from, and analyzing the customers’ journey.

The leads generated in 2021 and the ones from 2022 are a strong confirmation of how well the SEO campaigns are performing and how much ROI SEO campaigns give dental practice owners.

2022 surpassed 2021 in leads, meaning SEO campaigns were constantly updated and kept efficient. And to these leads, we would have to add those from Google Maps and contact forms, increasing the lead numbers.

Content Creation

2021

words

No data from 2020 to compare

2022

words

⬆️201.9 %

SEO is about making your site more attractive in all aspects. It has to be user-friendly, and show search engines around with ease so they can index all the important information. Our content strategy exists as part of a unified process that takes into consideration ideal word count for various assets, keyword density, theme optimization, competitor analysis, and continuous editing. All content had high-quality backlinks and enjoyed subsequent corrections and optimizations.

Finally, content creation and on-site/off-site practices were essential to helping us increase traffic and improve local rankings. We leveraged various types of written content, such as location and service pages, GBP Posts, Blog Posts and Guest Posts to increase time-on-page, and improve click-through rates, user engagement, and funneling of external traffic.

We also provided monthly content reviews to monitor the progress and increase the site’s authority, credibility, and traffic.

Rankings Highlights

General Dentist Digital Marketing Case Study — Dental Practice Location #1

General Dentist Digital Marketing Case Study 2nd City — Dental Practice Location #2

We did dental SEO for two locations in California. The screenshots are exciting as they show the overall growth within the two-year period. All the shades of green are the practice’s relevant keywords ranking on Google’s first page positions. These images confirm that our campaigns were highly successful.

We worked on Page Speed (Including Mobile Pages), a Desktop/Mobile Friendly site with good Domain Age, URL, and Authority. Our optimized content and effective use of our technical SEO tactics made the site and its users strong & relevant, generating new leads and conversions.

Summarizing Results

Improved Search Metrics, Rankings, and Leads

Since partnering with Search Business Group over the past two years, this General Dentist Office in California has gained over 500 organic conversions and seen an increase of 213.8% in its first year and another 339.3% in its second year in organic impressions. The practice experienced an overwhelming increase in GBPs, blogs, and traffic visibility on SERPs and local maps. The quality traffic ultimately created more leads and calls. With an improved website, this client placed itself among their area’s most well-known businesses and continued its expansion and attraction of new leads.

Want to improve your dental practice like this?