How We Increased Search Traffic by 61% in 18 Months for an Australian Orthodontic Client
The orthodontic industry in Australia is a competitive industry, with the demand for clear aligners, especially increasing. There has been increased competitiveness in some orthodontic services, with direct-to-customer services (such as clear aligners and whitening) with established dental practices also offering these services.
Traffic
61%
Increase in traffic
Visibility
60%
Increase in top 30 rankings
Calls
30%
Increase in calls
About the client:
An established Orthodontic clinic in Australia. The client operates in a suburban area of a major city in Australia, with competitors in the same suburb, as well as surrounding suburbs. The clinic was confronted with the issue of a lack of leads and calls from prospective clients.
Campaign Goals:
We formulated specific goals that we hoped to achieve through a sophisticated SEO strategy.
– Expand keyword footprint by 30%
– Increase local search page-one rankings by 100%
– Drive organic calls by 30%
– Boost organic bookings by 25%
“We had no idea that switching Local SEO providers to Evolocity could result in these kinds of gains, which have transformed our business and increased our waitlist for appointments” – Orthodontist
Strategy:
Our strategy focused on foundational SEO improvements, including keyword research, competitor intelligence & content expansion. By addressing existing technical site limitations and creating targeted content, we focused on sustainable growth.
Key strategic initiatives included:
Keyword research: Keyword research was undertaken to identify keywords likely to bring in leads for the client. The criteria we applied when performing keyword research included Local Search keywords & those with commercial or transactional search intent.
Optimised Google Business Profile: Added accurate information to the Google Business profile, including business description, services and opening hours.
Optimised content: Created engaging & trustworthy copy for blogs and enhanced internal linking to strengthen the authority of service pages.
Technical site fixes: Fixed broken site elements such as links, navigation issues.
Strategy Execution
Keyword research:
We conducted an in-depth keyword analysis to identify opportunities where the client could rank competitively in local search. We focused on:
Local Search keywords – those keywords that are displayed in the local pack when searches are performed, including the high search volume “near me” keywords and keywords that are searching for orthodontic services in the suburb and surrounding suburbs.
Search intent – targeting keywords that are primarily commercial or transactional in nature, ie those searches when a prospective client is searching for an orthodontist, rather than searching for information about braces or Spark Aligners, etc.
Optimised Google Business Profile:
We started by reviewing the Google Business Profile and ensuring it was filled out accurately and completely.
Of high priority, the categories and services needed to be filled out. As a result of the research, I added the missing Retainers and Expanders to the list of our client’s GBP services.
Name, Address, Phone number correction- There were issues with consistency around the client’s Name, Address and Phone Number between the Google Business Profile and the information that was listed on their website pages. These were corrected for a 100% match.
Created and Optimised Content:
To improve the client’s topical authority on Orthodontic topics, we started creating blog content around services the client offers, including Invisalign, Spark Aligners, LightForce Braces, etc. This content was created by subject matter experts and was reviewed/edited for accuracy and completeness by an Orthodontist.
The content was internally linked to related blogs and service pages to pass authority.
Technical Site Fixes:
As part of our audit process, we discovered several broken links to internal and external pages that needed to be corrected. Also, there were pagination issues in the site navigation, where the sequence of pages was not linked correctly.
Results
Our local search campaign results exceeded initial targets, and the SEO strategy was successful in generating higher rankings, more traffic, and increasing leads.
Year Over Year Traffic increase:
Local search rankings:
60% increase in visibility in the top 30 rankings (Our Orthodontic client is in Green):
Conclusion
Our SEO Strategy far exceeded our projections for this Orthodontic Local SEO client. This was a result of effective keyword research, content creation + optimisation and local search optimisation strategies.
What our clients are saying
I can not rave enough about David and the good work he has done. If I had have known the impact he would have on our business I would have signed him up years ago. We have gone from no key word searches first page of a google search to over 50. This has provided us 40% of our new business and connected us with amazing great fit clients. A brilliant guy and incredible investment.
Todd Gorsuch
CEO Customer Science
There were many options when it came time for us to choose a partner for our SEO work, we choose Evolocity and David as he really understood our business coupled with his technical skills he has real world experience in executing an SEO strategy in the corporate world.
Michael Lyons
CEO Recovery Systems
David has been working with my practice for more than 2 years. He offers a personal service and has an in-depth knowledge of how SEO works and has given our business great advice on improving traffic and conversions. We switched from a large SEO Agency after we felt we weren't getting the attention or value we expected and have never looked back!
Dr. Sam Kovac
Director Southern Cross Vet
Finding an SEO consultant who's honest, reliable, attentive, and will meet you face-to-face and get straight down to business, is like finding gold. Evolocity is gold in a crowded market of often less than desirable SEO consultants. Strongly recommend.
Sharon Melamed
MD, matchboard
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