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Our local SEO services and Google PPC advertising campaigns for Greater Atlanta Oral Facial Surgery (GAOFS) yielded profound results.
GAOFS provides leading medical care in oral surgery and dental implants. To ensure a successful launch of their new center and new website, they partnered with our digital marketing agency to boost their online visibility through local SEO services and PPC management.
Results: AIS Media’s Google PPC and SEO campaigns increased GAOFS’s organic website traffic 336.23%. The Google Ads campaign delivered nearly 3X the average conversion rates for the Health & Medical industry. The outcome was a 31.92% increase in web leads for new patients in 12 months.
[Average: 3.36% according to Wordstream study of 15,000 US-based AdWords accounts]
Nearly 1 million Americans search Google for keywords related specifically to oral surgery each month. So, when it comes to attracting new patients, many oral surgeons rely on local search marketing to increase market share and revenue. Yet, with only limited real estate on Google’s top pages, this is a tremendous challenge in such a crowded industry.
When GAOFS first approached AIS Media for Atlanta SEO services, it was in the midst of operational shifts designed to capitalize on its opportunities to grow its share of the Atlanta market. More specifically, it identified two opportunities to grow its market share: opening a second office closer to Atlanta professionals and launching a new website with the intent of growing search engine visibility.
To help facilitate the search engine growth, our Atlanta PPC management services team led a dual on-site and off-site local SEO strategy. The first step was conducting keyword research in Google-Atlanta, GA, to better understand how prospective patients would use search engines to find GAOFS and the services they offer. Insights from the keyword research also revealed primary local search competitors, indicating which practices impeded GAOFS’s market share on search results.
After our team compiled the most popular keywords patients use when researching oral surgery in Atlanta, they needed to develop an on-site Atlanta SEO and content strategy that aligned keyword optimization with content that patients and Google would find valuable. In their research, our Atlanta PPC management copywriters discovered that patients who require oral surgery often study and find a doctor emotionally, based on factors such as dissatisfaction with their teeth, medical demand, and/or pain-triggered. Generally, patients select their doctor based on costs, insurance/benefits, proximity, and reputation.
While the new GAOFS location aided in accessible proximity, their website needed content specifically targeted to influence users based on these key decision factors. In addition to content educating prospective patients on cost, insurance, and reputation, GAOFS also needed to inform patients of the leading differentiators between selecting a doctor to perform their surgery, or a certified OMFS oral surgeon. Our team crafted clear and visible call-to-actions to schedule an initial consultation so the medical staff could provide in-person guidance specific to the person inquiring’s mouth and needs.
The digital marketing content described above helped position GAOFS as a local leader in Atlanta. GAOFS’s depth of content and keyword optimization efforts meant that Google saw the content as locally authoritative and that it was a means to increase visibility in popular searches.
AIS Media’s local SEO services and Atlanta PPC management greatly contributed to Google’s ability to crawl and index the new GAOFS website. However, with any new website, our local search team also needed to ensure that it was set up for success in terms of technical SEO. If technical errors such as site architecture, HTML, XML sitemaps, SSL, and metatags were not addressed, GAOFS’s content would not be properly crawled and indexed by Google, indefinitely impeding search ranking growth.
The local search team performed an on-site technical audit, tested site speed, and published copy and visual content per Google’s best practices. Building a solid technical foundation allowed the copywriting team to continue publishing new, valuable content with confidence it would impact search rankings.
Another key to local SEO services is ensuring business data is consistent everywhere, not just locally on-site. Simultaneously with on-site content and technical development, the AIS Media local search team built an off-site strategy to improve local listings, ratings, and reviews. The off-site strategy prioritized setting up and maintaining the new and existing GAOFS office locations’ business data through local directories. Incorrect or missing business listings cause a frustrating patient experience and hurt search rankings.
As a new center, GAOFS’s second office was missing virtually all local listings and required setup for all, including Google’s My Business page. With great surprise, AIS Media’s digital marketing strategy discovered GAOFS’s first office also had incorrect and duplicate local listings that needed to be corrected. After completing all sections of the Google Business profile and adding photography for users, both offices required to boost their local reputation through online reviews.
As previously mentioned, one way patients select their doctor is through reputation. Over the last couple of years, the popularity of online reviews has grown significantly, directly impacting local businesses in the healthcare/medical industry. Of SEO services team found that patients today:
For a new location, this is a great challenge because local competitors often have strong online reputation through years of collecting positive ratings and reviews. Responding to patient feedback helped GAOFS achieve the desired effect of showcasing a strong reputation with increased visibility on local search keywords.
Finally, our local SEO services helped with an additional opportunity to leverage online visibility of the client’s reviews and their content beyond organic search. Our team estimated a competitive budget to be found under popular, high-conversion intent keywords in GAOFS’s target regions. The paid search services team launched a new paid search campaign targeting each office. Based on our research, they determined the keywords to use on each campaign, developed creative in the form of ad and landing page copy, built landing page templates with clear motivators and call-to-action, and set up A/B split testing to continuously improve performance.
The results of the PPC and SEO campaigns and creative were astounding. In one quarter, the collective paid campaigns converted nearly three times the average conversion rate for the Health & Medical industry (average: 3.36% according to Wordstream study of 15,000 US-based AdWords accounts).
The most recent performance of this ongoing local search campaign compared to the same time last year was statistically significant.
According to a study by Ahrefs of Google’s page #1 search results, the average top 10 ranking page is 2+ years old. Only 5.7% of the web pages studied ranked in Page #1 results for at least one keyword within one year of publication.
In under one year’s timeframe, AIS Media’s PPC and SEO campaigns increased Page #1 keywords by 462.50%. This means the dual on- and off-site strategy developed by our Atlanta SEO services achieved results far sooner than statistically proven by most page #1 rankings.
The increased Page #1 visibility on local searches increased users from organic traffic by 336.23%, comparing Q1 2019 over Q1 2018.
Ultimately, our Atlanta SEO services had an immediate and quantifiable impact on GAOFS’s business goals by driving a 31.92% increase in new patient leads (measured through form fills and office calls from prospective patients).
SEO company, AIS Media, has been ranked as a Top SEO, Digital, and Social Media Marketing Agency by Clutch.co and among the “Top 1% of digital marketing agencies in the U.S.” by UpCity. AIS Media has received nearly 80 digital marketing awards in the last eight years.
With extensive experience in Search Engine Optimization (SEO), Content Development, Digital Content, Pay-Per-Click (PPC), and Social Media Marketing, AIS Media specializes in managing B2B and B2C digital marketing campaigns to consistently deliver measurable results that help businesses reach their desired outcomes.
Contact us today for a complimentary digital marketing consultation.
