“Search engine optimization” is no longer a term that only marketers and industry professionals are familiar with. Even small business owners have heard of the concept. But even if they know how essential SEO might be to their success, they may not have a clear idea of how to execute a strategy.
Of course, as a provider of digital marketing services, you know how these techniques are performed. Whether you take it upon yourself to optimize a client’s website for keywords or you’ve seen how a competitor has leveraged the power of SEO, you likely possess enough knowledge on the subject to explain how the process works.
However, that doesn’t mean you have a passion for SEO. In some cases, you might not have access to the necessary tools or staff expertise to execute a strategy in-house. If your interests lie elsewhere or you simply don’t have the capacity to take on other aspects of a client’s digital marketing strategy, it makes a lot of sense that you’d seek out a white label SEO service provider to strengthen your clients’ success.
That’s especially true if you have clients operating in the healthcare industry. With a growing emphasis on insurance coverage, physician accessibility, and even the national response to pandemics, it’s a topic that many Americans are thinking about. It’s also an area that Google cares about, as is evidenced by the 2018 core algorithm update (dubbed the “Medic” update) that focused on highlighting expertise, authority, and trust -- E.A.T., for short.
With such a saturated marketplace and with so many considerations to keep in mind, it can be especially difficult for those operating in the medical sector to see the results they want reflected in their rankings. Those in the urgent care field are seeing more competition with each passing year. In fact, the number of urgent care facilities nationwide increased from 6,400 in 2014 to 8,100 in 2018, with another potential 600 expected to open last year. One source cited by the Urgent Care Association (UCA) noted that urgent care clinics handle approximately 89 million patient visits on an annual visit -- 29% more than all primary care visits nationwide.
In other words, the urgent care center is experiencing immense growth -- which is all the more reason for business owners operating in this sector to prioritize their digital marketing efforts. But while it can be a challenge to crack the code on your own, having an experienced SEO provider can help your clients rise to the top.
Reading this urgent care SEO case study will allow you to gain insight into our processes, our products, and our commitment to growing together.
Client Background
In this particular case, the reseller for this campaign came to us with high expectations and was willing to pursue a more robust SEO plan in order to achieve results. At the time, this was the reseller’s only client campaign with us -- so we definitely wanted to deliver.
The urgent care clinic in question is located in California, in a relatively competitive area. Interestingly, one of the reseller’s former clients is now a competitor; this meant we were able to gain a bit more insight into the local market and use previous strategies to our advantage.’
With this campaign, there was a need to focus on local SEO elements. Appearing in the map pack and in geo-targeted search results proves pivotal for clients like these. After all, if potential patients don’t see the clinic appear prominently in nearby search results, the client’s business will suffer.
Our Approach
When the campaign began in July 2019, there were a number of areas that needed extra attention. The website content management system (CMS) had some limitations, for one thing, and we needed to actually build a blog from scratch to house our onsite content. In terms of the client’s backlink profile, there were very few referring domains and a low number of links pointing to the site. Moreover, there were several “missing” keywords (meaning that they didn’t show up on the first 10 pages of SERPs) that needed to be “found.”
It was clear that we needed to take action to increase website traffic and improve rankings. Although we did not create any new optimized web copy for the site, the client’s plan did include optimization of existing website copy. We got to work on improving the site’s backlink profile (and thus, domain authority) and on creating fresh blog content for the site. We also started tracking their phone calls and website form leads as a means to increase conversions.
With the SEO Zoom plan, the client receives a higher amount of deliverables each month. Included in the plan are two monthly onsite blogs, one monthly visual asset (an image created specifically for one blog), seven monthly off-site articles, and two featured news stories. While blogs and visual assets are intended to optimize the client’s site, articles and featured news pieces are meant to bolster the client’s backlink profile and domain authority. Articles are generally evergreen pieces of content that are posted on relevant websites and provide greater control over anchor text for backlinking purposes. Featured news stories, on the other hand, can be either recent news pieces or evergreen content published within our network of independently operated websites; these websites have high domain ratings and will help to diversify the client’s backlink profile.
Also included in the client’s plan are a thorough website audit, 30 target keywords, keyword research, social media sharing, content posting, conversion reports, and more. While the reseller indicated an initial keyword list to work from, those keywords can be amended at any point. In this case, the account manager adjusted these keywords to address new targets and increase potential rankings over the course of the campaign. In addition, the account manager is in frequent contact with the reseller to discuss results, make changes, and express recommendations for further growth.
The Results
As you can see from the charts above, the client’s website went from having 46 organic visits in July 2019 to 319 organic visits in February 2020. That’s an impressive increase in only seven months. Moreover, the client went from having six referring domains and 13 backlinks to 48 referring domains and 217 backlinks over that period, representing a drastic improvement in their backlink profile. As a result, the client’s domain rating increased from 1.2 to 7, where it currently stands.
You’ll also notice that this campaign has seen massive gains in terms of keyword ranking movement. Currently, the campaign has rankings for 69 keywords -- three of which now appear on page one. The terms “family urgent care,” “Bakersfield urgent care centers,” and “urgent care Bakersfield” are all prominently featured. That’s especially impressive when you realize that “family urgent care” was initially one of this campaign’s missing keywords! Notably, the client actually ranks 12th for the highly competitive term “urgent care.” While they aren’t yet on page one for that term, they’re incredibly close -- and their account manager feels that with a few adjustments, there’s a lot more growth to be had. Still, it’s clear that focusing content specifically around that “urgent care” search term is already paying off.
How We Can Help Resellers With Clients in the Healthcare and Medical Sector
While creating a successful SEO strategy for clients in the medical and healthcare fields can be challenging, it’s far from impossible. Our agency is highly experienced in strategizing for urgent care facilities, medical suppliers, clinicians, health insurance providers, and a number of other businesses operating in related fields.
We understand you have a tough decision ahead of you when choosing a white label SEO agency. That’s why we wanted to have another SEO case study example for you to consider. Whether you want to learn more about the plan used for this particular campaign or you want to see how premium onsites can quickly optimize what your client already has, we’re here to guide you and act as your partners in fulfillment. For more information, get in touch with our team today.