CLIENT CASE STUDY FOR MEDICAL FACILITY

SERVICES: SEO | SEM | SOCIAL | WEB DESIGN

The following information is an example of a study taken from the first year of engagement with one of our first clients. These results aren’t typical but are an example of a situation where we were able to improve search results and increase conversion rates for the client.

CLIENT STUDY

The client first reached out to us because they were frustrated with the agency that was currently handling their SEO. They weren't seeing results and were spending thousands of dollars every month. 

Urban Analog's SEO Analysis of the client

First we came in and set a baseline of where the client was and what they were doing to improve their ranking. After our analysis of the situation we determined that there was extensive issues with the current website that needed to be fixed before we did anything else.

Issues we found on the clients website:

  • Not mobile friendly

  • Missing SSL

  • Numerous broken links

  • Spelling errors

  • Poor grammar

  • Incomplete information.

  • Sloppy Code

  • Not accessibility compliant

Next, we looked at how the client was spending their money and what they were being offered in exchange.  It appeared that the client was spending thousands of dollars on radio advertisement and word optimization without fixing the underlying issues in the site. The SEO reports the client was getting from the previous agency showed only positive movement and contained no real data to support the claims being made.

Urban Analog offered an SEO solution in three stages  

Stage one:

We sat down with the client and convinced them that they needed to fix their website prior to running any SEO campaign. This allowed us to fix the web site issues stated above. After we fixed the technical issues, Urban Analog re-organized the pages into a more UI friendly layout with clear calls to action based on the priorities of the client. We created meaningful content based on the keyword optimization. Urban Analog also conducted a competitive landscape analysis to understand our competitors and help refine our keywords.

Stage two  

Once we got the new sites optimized and re-launched - we focused on creating new content that would chip away at our competitors market share for the selected keywords.  We also instituted a listing management campaign that allowed us to take control of our listing across hundreds of browsers so that we could correct bad information and respond to any reviews that were less than favorable.

Stage Three - The plan of attack

We provided the client the following plan of attack to boost revenue, improve conversion, and drive organic search.

  • We Implemented a regularly scheduled SEO ranking report that included data to support our findings.

  • We pointed our where we needed to improve our findings and presented a plan on how to attack bad ranking keywords.

  • We created landing pages for use with Google Ad-words campaign and began small and gradually increased our budget until we found keywords pulling up on page one.

  • We connected with industry influencers to expand our network and took over their social networks to launch a campaign announcing the new website.

  • Instituted some marketing specials to celebrate the launch and let people know things had changed up.

RESULT OVERVIEW

Our biggest challenge was managing expectation. We informed the client that this was going to be a marathon and not a sprint - It's never easy telling a client that it would take a few months for real changes to begin to show, but it was necessary. The previous agency had done some damage and the website had a lot of neglect it needed to overcome.

First month

Things started slow but by month three we were showing dramatic growth and a decline in bounce rate. We also saw an increase in new user engagement.

HALF YEAR

By the half year mark we had nearly doubled traffic and expanded our 1st page keyword listing. The average time on page was over 5 Minutes for our most popular services and blogs.

9 Months in

We had beat our #1 competitor for our top keywords and, in some cases, appeared multiple times on page one. We even out ranked our strategic partners for their own keywords. We owned the top three recommendations in Local Search for the desired keywords.

YEAR MARK

We really had some great success with their organic traffic we were on page one for almost all of the keywords we had targeted. we grew interaction from 40% to over 73% in the first year.
Now that the site was mobile friendly, we saw nearly half of our total traffic increase was coming mobile first. Our average time on site had increased from under a minute to over 5 minutes with our blogs being key intro pages to the services we offered.

SEO Study

Brief overview of our SEO work.

Dr Clinic

DR Clinic w/ Multiple Locations

CLIENT: A doctor clinic W/ multiple offices
2017-18

When the client first reached out to us, they had been working with another company but were frustrated because they weren't seeing results. They were spending thousands of dollars and losing money month after month. The previous agency convinced them to spend 10’s of thousands of dollars annually on radio marketing that directed people to the website. The client’s website was full of broken links, poor grammar, and extremely outdated.

Our Analysis

Existing Issues on clients web site:

  • Client was spending money on marketing campaigns without means of tracking success.

  • Overspending on things that weren’t moving the needle.

  • Their website had many severe issues that needed repair in order to function and present a professional image.

  • Duplicate copy with grammatical errors and place holder text on multiple pages.

  • Low keyword saturation

  • Missing meta content and alt tags.

  • Low page count.

  • Static content

  • Not Mobile friendly

  • Not Using SSL

Urban Analog solution  

Stage 1:

  • We immediately fired the previous agency and stopped all market spending until the website issues could be addressed.

  • Focused on a complete website redesign and splitting the single office into a men’s and women’s clinic. This allowed us to tailor each experience to the proper demographic.

  • Took over all social media.

Stage 2

  • While the new websites were being built - We focused our attention on the office. We implemented a new scheduling software that allowed all offices to be in sync and use the same scheduling system as a single source of truth. This allowed the client to track all appointments and manage costs and procedures from a single login.

  • We set up a calendar for social media marketing. Next, we unified all social silos and created a first touch system that allowed us to answer all non priority messaging in a voice that aligned to client values. We only escalated leads and issues that fell outside our scope of knowledge.

  • Our new scheduling tool allowed customers to book appointments online.

  • We prioritized all services based on what made money for the company and focused immediate marketing efforts on primary services that paid the bills.

  • As things stabilized, we explored new services that we could offer at each clinic.

Stage 3

  • We launched the website with the integrated “location-booking” software that allowed clients to see which services were offered at which clinics. Customers could then book each service accordingly.

  • Focus women’s services at one location so that we could present a more female tailored experience.

  • Urban Analog created content for the blog that focused on providing detailed information about the various issues that the clinics handled, and the benefits of the treatments that were offered.

  • We conducted a competitive landscape analysis and tracked our top competitors so that we were able to see our content in comparison to theirs.

  • We initiated a huge link building campaign

  • We introduced a google ADWORD campaign that allowed us to get our name back to the top of page 1 for our primary keywords.

  • We also introduced a Facebook Marketing campaigns to expand the growth we were now seeing in our social networks.

  • Launched a listing & reputation management campaign to clear up any bad reviews we had from the past, focus on expanding positive client reviews, and correct any incorrect data being shown from old accounts or search engines.

  • Introduced influencer marketing with local athletes.

How it played out

3 Months

It was a tough start. We spent a lot of time managing expectation but it paid off in the long run. We saw a massive decline in bounce rate and strong growth with the new sites performing better than expected. The re-launched websites with the new scheduling option drew a massive increase in client return and new client acquisition.

6 Months

At 6 months we had doubled our traffic and had actually conducted more business than the entire previous year.

Thanks to our blogs, the average “time on page” went from less than 60 Seconds to over 5 minutes. This also dramatically improved our keyword traction and we began organically taking over page one with multiple listings for our top priority keywords.

We also managed to take over Google Map view for local search.

1st Year

At the end of year one, we had multiple listings on page one for our top keywords. We even beat clinics that had the same keywords in the name of the clinic. We increased organic visibility to over 73%. Some of our blogs were actually hitting the 10 ten minute mark for time on page.

Stats summary year one

  • Pageviews increased 163% over previous year.

  • Unique Pageviews increased 179.37%

  • Avg. Time on Page grew by 54.32%

  • Bounce rate dropped to 14%

  • CTR was improved by 52% for the year

  • Newsletter conversion up 33%