Lead Success Metric
Top 10 positions in Google for all targeted generic search terms, as well as attaining a 75% year-on-year increase in organic search traffic
Ethicare Dental was looking to increase appointments for their clinic through web enquiries from Search. To begin with Paid Search was used to fulfill this need but costs for cosmetic and specialist dentistry terms such as ‘Invisalign’, ‘Inman Aligner’, Zoom Teeth Whitening’ and ‘Root Canal Treatment’ were high due to their competitive nature. Natural Search was seen as a viable alternative to increase conversions and lower costs. However, Ethicare Dental is a single clinic within Wandsworth, London and to compete for these competitive brand terms they would need to compete with national websites.
How We Transformed the Client
The expectations were managed from the start. These competitive keywords would need a long-term strategy. To demonstrate a return on investment more specific keywords were targeted in the short term.
No Pork Pies surveyed the landscape by analysing competitor sites and SEO tactics to give us an understanding of what was needed. We improved relevance on the Ethicare Dental website to increase the chances or ranking for the specified terms. A link-building campaign was conducted to increase anchor text relevance and site quality. Over time we shifted the focus towards improving more-competitive search terms to increase enquiries at the clinic.
Weekly articles focusing on cosmetic dentist services such as Invisalign, Inman Aligner, teeth whitening and dental hygiene were created and seeded out to article-distribution sites with a high authority to increase links and anchor text to the Ethicare Dental site.
Specific links were sorted through link-development processes. Social Media was also used to increase awareness through Twitter and the creation of a Facebook Page.
As of the 7th November 2011:
• ‘Root canal treatment London’ now ranks 1st
• ‘Root canal treatment’ now ranks 9th
• ‘Inman aligner London’ now ranks 2nd
• ‘Inman aligner’ now ranks 8th
• ‘Zoom whitening London’ now ranks 8th
• ‘Invisalign London’ now ranks 9th
• ‘Invisalign’ now ranks 10th
All positions are in Google.co.uk
Overall, the Organic Search traffic is up 75% year-on-year and, highlighting how targeted this new traffic is, enquiries are also up 64% year on year.
Ethicare Dental is a family run state-of-the-art dental practice that serves not only the local Wandsworth and East Putney vicinity but, due to its prominent location and easy access via road and rail, also serves both the central London and greater London areas.
The website of the practice, which is run by husband and wife Glafcos and Klaudia Tombolis states:
“The key philosophy and driving force behind Ethicare Dental is to provide high-quality ethical dentistry. We can achieve this first of all by making you feel comfortable and relaxed in our beautiful interior designed waiting room. There you will have a host of literature to help you understand the various aspects of your dental treatment. Also you will be able to view our Medivision patient education software which is a fantastic resource to help you increase your knowledge base and aid you in making the correct informed choices regarding your dental needs and wants. When you go in for your check up or dental treatment be assured that we use excellent quality dental equipment and we follow stringent cross infection control procedures at all times. Our patient monitors and intra oral cameras will allow you to view images of your teeth, showing you where and why you require treatment. Our digital x-ray system means that you will receive a lower x-ray dose than with normal x-rays, and when the x-ray film is put through our sophisticated scanner you will see the x-ray appear on the monitor before your eyes in a matter of seconds. All your notes are stored electronically which means there will be no excuse that your notes are missing and we endeavour to keep the practice as paperless as possible.”