Most of us know that it’s not enough to have an attractive, functional website. If no one can find a business online, that business will likely have trouble staying afloat. And when a competitor is getting a large share of the web traffic, something needs to change in order for a client to rise to the top.
You’ve probably already know that “something” involves SEO. Search engine optimization is a pivotal part of any digital marketing strategy. Although you might already realize you need an SEO provider for your clients (or for your own business), it’s not always easy to know which vendor to choose.
Understandably, you’ll want to feel confident that your choice of digital marketing firm will be able to deliver the results your clients want to see. That’s especially a concern for businesses operating in highly competitive industries. The dental field, for example, is an extremely saturated one. In fact, the American Dental Association estimates that there were almost 200,000 dentists working in the industry in 2018, representing 61.0 dentists per 100,000 U.S. population. The ADA also predicts these numbers will continue to increase through 2035.
While this means you might have a number of clients in this market (which is good news for your growing business!), it also means you’ll need to work with a partner to devise a strategy for success. Improving your dental client’s search rankings and web traffic isn’t impossible — not by a long shot. But you do need to have strong data to inform your marketing decisions.
That’s why we’ve put together this SEO case study involving one of our recent success stories. You’ll find out how we helped to achieve outstanding results for a dental practice in a competitive area — in only a short time — with our SEO Soar plan.
Client Background
We work with resellers of various sizes; some have only a couple of main clients, while others bring on hundreds of accounts. In this case, a reseller with roughly 10 to 15 campaigns wanted to focus on one particular campaign: a dentist in Orlando, Florida.
The reseller indicated that this specific client is a leader in their industry within the Orlando area. Competitors often look to this client to see what’s next on the horizon. But despite their market influence, the client was struggling to rank on certain keywords. And while they were seen as an authority within their industry, their website wasn’t being viewed the same way by Google.
The reseller here had worked with another SEO provider in the past. The keywords they had targeted for this campaign at that time simply weren’t moving in the right direction. They also had a number of missing keywords (meaning that their site didn’t show up for those terms within the first 11 pages of SERPs). What’s more, the client’s backlink profile was relatively limited. As a result, the client’s domain rating was 0.3 upon starting their campaign with us in August of 2019.
Dentists, orthodontists, and other dental industry campaigns are relatively commonplace in our line of work. The real challenge here is that Orlando happens to be a highly competitive market for this client vertical. Still, we were confident that we could facilitate website improvements, target the right keywords, and improve the site’s domain authority with our strategy.
Our Approach
Any SEO case study example needs to provide data related to specific deliverables. For this campaign, the client opted for our SEO Soar and Local Listings offerings. Our SEO Soar SEO Plan is ideal for local businesses in large cities like Orlando.The SEO Soar plan includes the following start up onsite optimization activities.
- An in-depth onsite report that makes page level metadata recommendations that align with our keyword research for up to 20 pages. The onsite report involves a detailed audit of the client site, as well as specific recommendations made by our web analysts to improve ranking and conversion
- We conduct a 23 item site audit that checks for things like 404 errors, duplicate content, site speed, page indexing, robots, and a Canonicalization check.
- Phone and contact form tracking scripts so we can track every call and lead form fill that resulted from our SEO efforts
Highlights of our SEO Soar monthly SEO activities
- 5 Backlinks per Month
- Two featured news backlinks from independently owned websites that have an average domain rating of 41 and have unique readerships. These publishers are vetted for quality.
- Three Article backlinks: Article backlinks are industry relevant, in this case those links are dental, related. Our article backlinks are over 2,000 words long and we place your clients on sites that carry similar keyword rankings. Includes anchor text specific to the client’s targeted keyword list.
- 3 Blog Posts per Month
- Our team created 3 blog posts that contain research, include important keywords and are enjoyable to read. We follow industry best practices when posting blogs including inking to the appropriate service/product page on the client’s website.
- Visual Assets
- We create engaging infographics to pair up with the blogs we create. Our visual assets make your clients blogs more shareable and help pull readers into the post.
- 5 Backlinks per Month
To see exactly how we achieved these fantastic SEO results for our agency partner’s dental client, we provided the full list of deliverables below.
Keyword research was an essential ingredient to our SEO success
Although we gladly conduct keyword research for our clients, the reseller in this particular case provided us with a specific list of keywords they wanted to target. Using that list, we developed a detailed plan based on the client’s budget. We make sure to target keywords that are appropriate for the industry and budget; we don’t want our clients aren’t wasting money on keywords that are simply too competitive to produce realistic results or that don’t receive enough search volume to make a substantial difference in leads and conversions.
Selecting the optimal keywords represents just one piece of the puzzle. Within the SEO Soar plan are a number of key content deliverables. Among these deliverables are monthly on-site blogs and customized images, on-site web copy, off-site articles, and off-site featured news stories. In this case, Pay-Per-Click advertising was being handled in-house by our client, which means we could solely focus on building organic traffic.
The Results
Although SEO is meant to be a long-term solution and isn’t intended to provide immediate results, our local SEO case study reveals that this campaign still experienced an impressive amount of growth in a short time. Organic website visits increased from 593 in August (the campaign’s first full month with us) to 896 in January. Many of the client’s keywords showed massive improvements, as well. The search term “affordable braces orlando fl” has jumped from the ninth spot on the second page of SERPs to the second spot on page one. In addition, two of the campaign’s “missing” keywords saw major movement. All told, five of the client’s nine target keywords can now be found in positions on the first page of search results.
The end client’s domain rating and backlink profile saw massive gains, as well. In less than six months, our team was able to obtain almost 60 links for this client and increased their referring domains to 66. The client’s domain rating also moved from a 0.3 to a 2. While that might not sound like much, it’s a major improvement within a short period. (Have questions about domain rating ? Check out our post explaining how DRs are calculated!)
Overall, the first six months of this particular dental campaign show a lot of promise. It’s still in the early stages, but it’s clear that the campaign is finally experiencing the momentum the client wants to see and that our strategy will only help them to grow. In the coming months, we’ll continue to create fresh content, seek out more opportunities for backlinking, and make adjustments to target keywords to ensure long-term success.
Of course, this particular client isn’t the only one operating in the dental vertical that has shown immense growth. Our SEO case study also includes a couple of other examples of campaigns in this industry that have been set up for ongoing gains.
Our Approach
Any SEO case study example needs to provide data related to specific deliverables. For this campaign, the client opted for our SEO Soar and Local Listings offerings. Our SEO Soar SEO Plan is ideal for local businesses in large cities like Orlando.Highlights of our SEO Grow monthly SEO activities
- An in-depth onsite report that makes page level metadata recommendations that align with our keyword research for up to 20 pages. The onsite report involves a detailed audit of the client site, as well as specific recommendations made by our web analysts to improve ranking and conversion.
- We conduct a 23 item site audit that checks for things like 404 errors, duplicate content, site speed, page indexing, robots, and a Canonicalization check.
- Phone and contact form tracking scripts so we can track every call and lead form fill that resulted from our SEO efforts.
- 2 Backlinks Per Month
- one featured news backlink from independently owned websites that have an average domain rating of 41 and have unique readerships. These publishers are vetted for quality.
- One Article backlink: Article links are industry relevant, in this case those links are dental, related. Our article backlinks are over 2,000 words long and we place your clients on sites that carry similar keyword rankings.
- 1 Blog Post Per Month
- Our team created 3 blog posts that contain research, include important keywords and are enjoyable to read. We follow industry best practices when posting blogs including inking to the appropriate service/product page on the client’s website.
- Includes anchor text specific to the client’s targeted keyword list.
To see exactly how we achieved these fantastic SEO results for our agency partner’s dental client, we provided the full list of deliverables below.
As you can see from the charts included in this dental SEO case study, we’ve seen major movement for several clients operating in this industry. Each client has come in with their own set of goals and challenges, but it’s clear that investing in a long-term strategy has paid off.
Case Study 3
Our Approach
Our agency partner needed to get the most for their money because their dental client had a very limited SEO budget despite the fact that they were located in the extremely competitive city of Las Vegas. Our SEO Grow package is extremely cost efficient and addresses major ranking factors such as link building, content marketing, and onsite SEO, and local SEO all for the low price of $294 per month.
Highlights of our SEO Grow monthly SEO activities
- An in-depth onsite report that makes page level metadata recommendations that align with our keyword research for up to 20 pages. The onsite report involves a detailed audit of the client site, as well as specific recommendations made by our web analysts to improve ranking and conversion.
- We conduct a 23 item site audit that checks for things like 404 errors, duplicate content, site speed, page indexing, robots, and a Canonicalization check.
- Phone and contact form tracking scripts so we can track every call and lead form fill that resulted from our SEO efforts.
- 2 Backlinks Per Month
- One featured news backlink from independently owned websites that have an average domain rating of 41 and have unique readerships. These publishers are vetted for quality.
- One Article backlink: Article links are industry relevant, in this case those links are dental, related. Our article backlinks are over 2,000 words long and we place your clients on sites that carry similar keyword rankings.
- 2 Backlinks Per Month
- 1 Blog Post Per Month
- Our team created 1 blog post that contains research, includes important keywords and are enjoyable to read. We follow industry best practices when posting blogs including inking to the appropriate service/product page on the client’s website
- Includes anchor text specific to the client’s targeted keyword list
- 1 Blog Post Per Month
The screenshot below provides you with a detailed list of all monthly deliverables your SEO clients will receive each month.
UPDATED 12/16/21
Taking a Diverse Approach to Dental Marketing
Since we first published this case study, we’ve worked with other resellers who have clients in the dental industry. And while the pandemic has changed a lot about how businesses market themselves, one thing hasn’t changed:
It’s always best to diversify.
With both stock market investments and marketing your business, you don’t want all your eggs in one basket.
There’s a lot we can’t control about consumer trends and the internet at-large. Google often updates its ranking algorithm with no warning, while even small changes on your site can throw your SEO efforts for a loop.
That’s why we always recommend that you take a more holistic approach to your digital marketing. As your white label SEO fulfillment partner, we believe in the power of search engine optimization. We also offer white label PPC services, link-building opportunities, and website audits to ensure your strategy is as strong as it can possibly be.
With that in mind, let’s take a closer look at three additional dental clients that have grown with our help – and how we’ve provided the support to make that happen.
Content is King For VA Dentist
You’ve probably heard the expression “content is king.” We truly believe that our content quality sets us (and our customers) apart.
Many of our resellers agree. When strategizing with one of our partners, whose client operates a pediatric dental practice with multiple locations throughout Virginia, we really focused on content creation.
This client hoped to increase traffic to their site and get more appointments booked. Over time, this reseller and their client decided to increase their investment in content marketing with us. They decided to upgrade their plan to include long-form content, which we know provides more value to visitors and keeps them on a page for a longer period of time.
During a 21-month period, this client improved their online presence and reputation tremendously. In fact, they increased their organic web traffic by a staggering 83.72% within that time frame.
While there are certainly other important factors to consider when developing a marketing strategy, we’ll always recommend content marketing. Publishing relevant, useful content on a regular basis helps Google view your site as an authority – and that’s key if you want to improve your rankings.
For AZ Dentist, PPC Plays an Important Role
We work with a number of resellers who come to us when they want to supplement their in-house efforts. While we’re known to excel in SEO, our pay-per-click marketing services can make a huge difference for many clients.
One of our partners relies on us to provide white label PPC services for the majority of their clients. The reseller handles other strategic aspects themselves (like SEO and phone tracking), but they depend on us to manage their campaigns in Google Ads.
We made recommendations for new landing pages on the client’s website to better align with their ads. This is essential for improving or maintaining your Google Ads quality score. In addition, clicks and conversions are dependent on relevance, so this recommendation likely saved the client both time and money.
PPC can be a great way to drive traffic to a site within a shorter period. Unlike SEO, PPC starts working almost immediately. However, you need an experienced PPC analyst to set up, monitor, and adjust campaigns as needed.
When you join our white label PPC program, you’ll gain access to the transparency and hands-on account management your clients need to grow.
Link Outreach Boosts Chicago Dental Practice Results
Another service we offer is link outreach. Backlink building can improve a website’s authority, which will typically have a positive impact on its Google ranking. By acquiring backlinks from reputable and relevant websites, you can supplement your other marketing efforts and ensure your clients’ sites are seen in a positive light.
In many cases, resellers will include link outreach as part of the white label services they receive from us. But in others, link outreach may be an appropriate measure to take on its own.
Instead of focusing directly on keyword rankings or paid traffic, one of our resellers chose to focus solely on link outreach for a Chicago cosmetic and orthodontic dentist.
With over 1,000 backlinks to this website, our strategy is to build the most relevant and authoritative links to create a diverse backlink profile with a higher number of referring domains.
As you can see from the chart above, this client has also experienced gains in organic web traffic – a positive side effect of link-building. When a site is perceived as more valuable by Google, it’ll be more likely to show up in search results. Subsequently, it’ll benefit from a larger traffic share.
Not every dental practice marketing strategy will look the same. By working with a white label marketing company, you’ll have the chance to develop a personalized campaign that addresses your clients’ goals and budgets more effectively.
Although we typically recommend a multi-pronged approach to marketing, that doesn’t mean you have to rely on our team for everything. We’re happy to lend our expertise in any way that helps you grow your business and helps your clients see results.