Case Study: How this US-based Dental Website Quadrupled its Organic traffic in 4 months flat
What was the challenge?
Our client is U.S. based Dentist aggregator. With the huge spike in the smartphone and Internet penetration, online healthcare has grown by leaps and bounds in the last few years. This has triggered a huge competition in the global healthcare market.
Our client was facing a similar tough competition with its traffic down by almost half in the last 4 months.
It was after this fall when the client approached us to help arrest this slide and get the traffic back up.
We started first with benchmarking the key SEO parameters so as to have a baseline that can be compared with the subsequent month’s data. The baseline was taken in July 2019.
Steps taken for Optimizing SEO –
1) On-Page SEO –
We worked on the following activities for fixing On-Page website issues.
(i) Content –
The content of the website plays the most important part in helping the website rank within the top search results. For improving the content we did the following things from SEO perspective –
– Created a Testimonial section where patients have mentioned how they got benefit out of the service offered by our client.
– Made an FAQ page comprising answers to the frequently asked queries of the customers/patients.
– Created a separate Dentists section where details of the various dentists associated with our clients are mentioned.
(ii) Title tag –
Title tags are displayed on a search engine results page (SERPs) as the clickable headline for a given result. They are hugely important from the SEO perspective.
We followed the following steps to optimize the meta titles –
Keeping the title length under 70 characters and less than 600 pixels in size which allows to fully display the titles on the top of each page.
Creating a unique title for each webpage which helps search engines understand that the content is unique and valuable driving higher click-through rates.
(Arrow pointing to the title tag )
(iii) Meta description –
Meta description provides a description of what the page is about and are displayed in the SERPs underneath the title of the page.
We optimized the meta description of the website by including the most relevant information for the visitors. We kept the description below 165 characters that helps to avoid the truncation of meta description in the SERPs.
(iv) Keyword optimization –
We first created a list of 1000+ keywords that our client’s site was ranking on. Then we identified the keywords which were having a high volume, low competition, and high conversion rates.
Using this criterion we finalized the 16 keywords and went ahead and optimized them using backlinks with these keywords as the anchor text. (text with a clickable link)
While before Keyword Optimization, there was only 1 keyword(among the 16 keywords finalized) which was ranking within the top 5 Google search results, this increased to 11 Keywords post-optimization.
The table below describes the before SEO and after SEO position of these keywords –
(v) Creating Sitemaps –
We also created sitemaps on the website for our client making it easy for Search engines to find the site pages as Google ranks web pages and not just websites. Sitemaps are submitted to Google via search console Sitemaps tool
Flowchart showing how sitemap looks like –
2) Off-Page SEO –
The following steps were taken for Off-Page SEO optimization. –
- Link building –
At the heart of off-page SEO is building quality backlinks. Search engines use backlinks as an indication of the site’s quality. Multiple high-quality backlinks help websites rank better on important, relevant keywords, as well as improve the organic traffic on it. We got 30 contextual backlinks during these four months for our client through the process of guest posting on websites having a similar niche and high quality.
- Social media –
We created social media accounts for our client on various platforms such as Facebook, Twitter, Instagram where we posted regular updates and content
Updates included testimonials from patients, interviews with dentists, informative articles on dental diseases, treatments, etc. All these activities helped drive significant traffic on our client website.
A brief snapshot of activities undertook for On-page and Off-Page SEO
In all the SEO parameters we had defined at the start of the project we were able to see improvements in all of them.
- Total Monthly Traffic increased more than 4 times the traffic at the start.
- The total number of organic ranking keywords almost doubled.
- The organic impressions on the website increased by more than 6 times.
- The total number of Keywords ranking within the top 3 Google search result also almost doubled
See what the table and graph looks like between July and November
Report as drawn in Jan 2020