Great news for our healthcare heroes!
This time we will unwrap a fascinating digital story in the healthcare world – Dr. Maura’s journey from online anonymity to a beacon of health information. It’s a tale of how SEO can breathe life into healthcare services.
Our mission was to build an online presence that mirrored her expertise and dedication. We were determined to make her digital platform a sanctuary of trusted healthcare information, helping her ideal clients find her through search engines.
Challenges
Dr. Maura’s practice was virtually unknown in the digital world. Locally, there was some traction through their local business profile and the site has been worked on but not to a significant extent.
At the time of onboarding, the site had around 130 live pages, but many of them were individual testimonials. The main issues with all the important pages were:
- Thin pages (a lot of them had less than 300 words of original content).
- Unoptimized page structure (subheadings)
- A lack of good internal linking practices from informational to commercial pages.
- Keyword targeting and optimization for informational pages
- Lacking enough reviews on the client’s Google Business Profile
- Suboptimal crawl depth for some pages intended to rank on Google.
- Tagging issues
- Site Speed issues
- Relative lack of authority and niche-related backlinks.
Our Strategy
We rolled up our sleeves and crafted a health-centric SEO strategy – but we didn’t stop there. We also took the risk of engaging in the more expensive PPC landscape. The reason this was so risky back in 2023 is because of Google’s rapidly changing policies regarding all healthcare topics, among which naturopathic medicine was also on thin ice.
We simply couldn’t know what plans Google had for this niche, and if any new regulations or policies would be a barrier for us, but we took the leap and carefully crafted a PPC-specific landing page. It paid off tremendously!
For SEO, we took a patient-first approach. Building engaging content, authoritative yet relatable information – that was our mantra.
We tailored keywords and content that resonated with patients’ needs and questions. Our aim? To create an online health hub that was both informative and comforting.
The Results
The outcome was a healthy digital heartbeat. Dr. Maura’s site registered a robust entrance into the digital realm, with 3,694 organic users and 5,122 sessions.
Initial Success (2023)
In 2023 we’ve achieved our first flight into significant jumps for traffic and qualified leads:
Followup site building and PPC optimizations (2024):
90 days data (up until May 2024):
We saw fewer impressions, but more clicks indicating we have gotten better targeting the right audience at this point.
CTR has also been steadily improving month to month:
Last 90 days:
Paid search has 11k (Up from 2k) New users with 215 (Up from 13) Key Events – 1.9%1
But here’s the real victory – 304 conversions, signifying not just visitors, but engaged, trusting patients.
Conclusion
This case study is more than just numbers. It’s about the transformative impact of digital strategies in healthcare, and overcoming obstacles together. It’s about reaching out and touching lives, one click at a time and we are thankful to Dr Maura for giving us the opportunity to create such an experience for her future patients.
So, ready to embark on your digital health journey? Let’s make it happen, together!
