Boosting Brand Awareness
Through Digital Marketing
Industry
Business Catalogue
Services
Search Engine Optimization,
Website Redevelopment
Technology
Digital Marketing (SEO)
Client Objective
Improving Website Reach
and Visibility
Introduction
With the huge spike in smartphone and internet penetration, online healthcare has grown by leaps and bounds in the last few years. This has triggered huge competition in the global healthcare market. Healthcare aggregators, catering to increasing demand, are going head to head, using every means available to get ahead.
Our client in focus, a dental aggregator, has over three thousand members committed to offering safe dentistry to all patients, including those suffering from anxiety. Their subsidiary community offers knowledge resources for dentists across US and Canada, having safely treated over two million patients. They also provide membership discounts for dental products.
Customer has grown from a single course offering to a seminar series occurring several times a year in locations across the country. It also offers a variety of training options, from IV sedation and pediatrics to advanced life support and emergency airway management, to enable dentists to offer a higher standard of care to their patients.
Challenge
Content Creation
The Drupal 7 website was reeling with slow page speed and bad performance. A rudimentary site could not fulfill the requirements of modern consumers, used to fast-paced scrolling.
Increase Brand Awareness
A strong search mechanism was missing, which could include keywords suggestions and showed the best matching results in the least possible time.
Facing a Challenge?
What We Did?
We analyzed the key SEO parameters so as to have a baseline that could be used to measure against the upcoming improvement.
The content of the website plays the most important part in helping the website rank in the top search results. We created a FAQ page, testimonials sections, and a review of the previous associated clients.
We included the most relevant information for the visitors, keeping the descriptions below 165 characters which helped avoid the truncation of meta descriptions in SERPs.
Identifying the keywords which had a high volume, low competition, and high conversion rate, we finalized 16 keywords and optimized them using backlinks with these keywords as the anchor text.
Furthermore, we created a unique title for each web page which helped search engines understand that the content was unique and valuable, driving higher click-through rates.
Project Initiation
Requirement Gathering
Design
Project Planning
Development
We created unique page titles, keeping the title length under 70 characters and less than 600 pixels in size, allowing titles to show up in full on top of each page, thereby driving higher click-through rates.
Search engines rank web pages and not websites. We created Sitemaps on the website, making it easy to find site pages.
Updates included testimonials from patients, interviews with dentists, informative articles on dental diseases, treatments, etc. All these activities helped drive significant traffic to the website.
In addition, we incorporated contextual backlinks through guest posting on websites having a similar niche and high quality. Creating social media accounts, posting regular updates, improved the footfall on the website.
Outcome
We made sure to document the existing user journey and identified the specific interventions needed at each checkpoint to improve the user journey for different personas.
Be it the smooth checkout process in the online store, the inquiries, or the search and appropriate results, there were various changes done, keeping in mind the proper call to action at each stage to keep the user engaged.
- > 4 times increase in traffic
- doubled organic ranking keywords
- 6 times increase in impressions on the website
- Keywords ranking within the top 3 Google search results doubled.
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More Case Study
How this Dental Website Quadrupled its Organic traffic in 4 months flat through EbizON’s digital marketing strategy.
