Services Ordered:

After assessing the client’s current website and needs we recommended several services that would help us drive more new leads for his business including:

• SEO
• Local SEO
• Lead Generation
• WordPress SEO
• Technical SEO
• Link Building
• Onpage Optimization
• SEO Website Design

The Solution:

Our client faced several steep obstacles

1. The clinic is located in one of the most popular cities for plastic surgery in one of the most dense areas meaning they are surrounded by their competition – which in most cases are better at SEO and digital marketing, have in-house + agency teams, larger advertising budgets, and a lot of history under their belts.
2. Their contract with the current website/SEO/hosting provider was about to renew and they needed to build a brand new website that had to be ready for launch in under 30-days.
3. They had virtually no presence on Google Maps or any other local system. While they had a profile it was buried near the bottom or did not appear on all target queries. Extremely few reviews and no policy or procedure in place to ensure gathering new reviews.
4. The business hired us at the start of their off season and we knew based on their predicament and years of underperforming SEO that it would take time for the organic rankings to start bringing in business.
5. Prior to hiring us, a vast majority of their website traffic came from far away cities due to their blog posts ranking well nationally and in some cases globally, their service pages barely had content.
6. While they offered a wide array of procedures and services, they wanted a handful to bring a majority of their new patients in.
7. Because of their years of underperforming they had a slimmer budget to work with.
8. They had never built a landing page designed just to gain lead form fills and no proceedure in place internally to work these leads once they came in.

This is a large set of challenges for even the largest and most well-seasoned digital marketing teams, however, we were up for the challenge and put a plan in place that would catapult them up the rankings and drive increasing revenue over the coming months.

Our strategy focused on geting the client to be on a platform they had more control over (WordPress), making their services the dominant focus of their website and not blog content made for internet users in far away countries, getting as many quality leads as possible as quickly as possible, working with the client to create appropraite internal proceedures, then doing the hard work and research to optimize each and every page while gaining as many quality inbound links as we possibly could.

1. The New Website Build at Warp Speed

We had little choice but to build a brand new website for the client asap. Their previous all-in-one marketing solution used a custom CMS which was both extremely costly and had very few SEO capabilities. The contract also stipulated that once they canceled marketing and website hosting services, the entire site would be gone.

We connected our client with Reed Design Group, a Fort Worth website designer that is one of our favorites to work with. Derek and his team quickly leaped into action and started designing a WordPress + Divi-based theme for the client’s transition and copying and moving over all content they could from the existing website.

Using our SEO Website Design process to ensure a high-quality SEO-friendly website at launch, Derek and his team collaborated with us and the Doctor’s new internal staff on the website layout, navigation menu, marketing copy, and graphical elements to use on the site. Typically a new website build of this size and caliber takes a minimum of 60-days, but the whole thing started coming together fast and was ahead of schedule.

The current company though replied a few weeks into the termination process giving the plastic surgery clinic a solid date for when their site would be deleted, and it was sooner than we had expected. The new website would not be ready by this new date. To overcome this we made an HTML scraped version of the website and launched it on a hosting provider. While they had few leads if any coming in via the website, we didn’t want to have it offline for over a week.

Once the new WordPress design was ready we worked with Derek and his team to launch the site, built and implemented a redirect map to 301 redirect all of the old site URLs and html site URLs, performed pre-launch SEO checks and post-launch SEO checks to ensure consistency and SEO-friendliness, and helped build and test contact forms on the website.

In 30-days the client went from dependent on a custom CMS that hardly worked well, to a custom WordPress development that was ready for SEO rankings, was user friendly, could track leads in a database, and a whole lot more (and it was less expensive!). Out of the gate our client was already making money by saving money on the useless and futile efforts of the previous group.

2. Initial SEO Work

We always come out of the gate swinging. Once the new website was launched, we were prepared to execute on a ton of SEO work having already built out keyword maps, redirect maps, and lists of places where their successful competitors had gained links and citations. Knowing the client was extraordinarily far behind their competitors we immediately began deep citation building campaigns, inbound digital PR for link building, and tweaking title tags and meta descriptions for their core service content.

We also gained access to the client’s Google Search Console and plugged it into our secret in-house platform which allows us to monitor the indexation status of all pages on a client’s website and work to get those pages indexed as quickly as we can.

3. Getting Started With Google Ads for Faster Results

SEO takes time, and we were basically starting from scratch in a highly competitive and high revenue industry in a region known for their expenditures on high ticket item surgeries and procedures. Not only that, our client had hired new internal staffers to help manage patients and work with us as in-house marketing. The client couldn’t wait for SEO to start working, they needed leads quickly to both drive their growth and feed their internal team.

We immediately built out a “PPC landing page” using the page elements created by the web design team and work with the client to select surgeries that would make good targets in PPC. Then we researched the competitions ads and campaigns using a variety of tools at our disposal and built a couple of campaigns out to start testing. Immediately we began getting leads, but also bad news. The conversion rate was an abysmal at 0.05%. While the campaigns were working, we had a long ways to go to optimize them.

5. The SEO Plan

This client started at one of the hardest points in SEO history, just after the major impacts of COVID-19 shutdowns, the launch of ChatGPT, and Google’s Helpful Content Update – and just prior to the deprecation of Google’s Universal Analytics system, which had been operational under various names for 20 years, and the release of damning data about how Google Ads works against advertisers in the antitrust trial as well as worse versions of the Helpful Content Update.

Our first priority was to lead the client and their internal team through this large volume of turbulence. From understanding the impacts of AI on their SEO now and into the future as well as knowing what to do about the analytics debacle, all played a critical role in achieving early success.

Our second priority was of course to do everything possible to drive SEO value as quickly as we could. We broke our work down into a few categories:
1. In-house cooperation SEO
2. Citation Building
3. Local SEO
4. Content Optimization
5. Technical SEO
6. Link Building
7. WordPress SEO
8. Keyword Research
9. SEO Research
10. Competitor Research

Compartmentalizing our work this way allowed us to go through their large volume of services quite quickly while also ensuring they excelled at all aspects of SEO.

1. In-house cooperation SEO – Here we worked with the internal team to recognized new link building opportunities that might arise to them and not us, how to request reviews the right way, how to respond to positive and negative reviews, how to leverage their in0house social media efforts for SEO, and how to ensure changes to the website are positive for SEO and to notify us about changes they want to make.

2. Citation Building – We ensured our team gained every citation opportunity we know of and then researched competitors to find other opportunities.

3. Local SEO – Our team relentlessly suggested quality edits to competitors who were spamming Google Maps and removed clearly fake listings in their region. There are millions and millions of fake businesses on Google Maps and other systems and it is important to keep them at bay by reporting them as soon as they appear. We also worked to help the client find local connection opportunities and devised ways to help them rank on local queries in nearby areas they do not have a physical presence in. Finally, we worked to help remove known fake negative reviews from overseas Google users who were never clients, likely used as a negative SEO attack on our client by a competitor.

4. Content Optimization – Most of the content on the website did not exist since the pages did not exist on the prior website. We worked with the in-house team to decide what content to create, write the content, and optimize it for SEO. Our team then routinely reviewed content and looked for new opportunities for testing and updating the content on the page to ensure it would rank well.

5. Technical SEO – This pertains to the technical health of the website, which became more challenging in the past year. We used a variety of tools including Screaming Frog and Google Search Console to look for technical errors to fix. When we released new updates to the site like adjusting how .JS files are served we would work with the internal team to ensure this did not cause any errors. Our team looked for technical opportunities such as using Schema or making the site load faster as well as kept track of technical threats such as AI bot attacks. We also used our own secret and proprietary platform to track the indexation status of URLs and ensure all URLs of importance were indexed.

6. Link Building – Gaining quality links in this field is tough. We used a variety of techniques to discover great linking opportunities including leveraging inbound Digital PR requests, a network of journalists we’re connected with, and various other link building tactics such as local link building and content promotion. We built hundreds of quality links over the course of a year without buying them.

7. WordPress SEO – We managed this client’s move from a proprietary system to WordPress. We ensured a smooth transition and then worked to optimize he WordPress site to load quickly while not skimping on content. This included implementing image optimization, optimizing when .js and .css files would load, ensuring no plugins were installed that would bloat the site or slow it down, and of course managed the SEO meta data for each page.

8. Keyword Research – Our team poured through thousands of potentially relevant keywords and honed in on the ones that best fit the brand and the plastic surgery services they wanted to focus on the most. Then we used this research to inform our optimization of pages, internal linking, our Google Ads lead gen campaigns, and our rank tracking.

9. SEO Research – Because search engines like Google change constantly and because the search landscape / tech landscape and evovle rapidly in the face of a new technological breakthrough, we spent time ensuring we had the knowledge and data to help our client win through any turmuoil during a diffcult time. This included being at the forefront of Gen-AI usage and carefully avoiding any of the potential negative downfalls that came with it.

10. Competitor Research – We dug deep into data surrounding this client’s competitors in Dallas laying their stregths and weaknesses bare and finding the perverbial soft spot in their armor that would allow us to find more success.

Our plan was simple in structure: Gain as many high-quality citations and links as we could, optimize all service pages with a particular focus on the ones selected by the plastic surgeon himself, build out geographic service area pages, optimize then monitor and manage their Google Business Profile, get the internal staff onboard with helping their SEO efforts, research competitors and ongoing SEO issues to keep the client moving forward.

6. Ongoing Work

SEO and Digital Marketing never end. As mentioned earlier the client is under constant pressure from fierce competition, and also deals with clients who only need her service for a relatively brief period of time before they are no longer qualified. That means she has to generate new business each and every year just to maintain her business or grow it.

Here are many of the things we have done to help aid the ongoing success and growth of this plastic surgery clinic.

• Removed fake and fraudulent negative reviews from their Google Business Profile.
• Obtained high-value links from prestigious websites.
• Blocked contact form spam with our proprietary Advanced Spam Filter for Lead Generation.
• Optimized the page load speed of the website to under 1 second.
• Performed conversion rate optimization to raise conversion rates by a stable 796% and as much as 4,900% when examining the 7-day rolling average.
• Increased overall monthly conversion volume 1,162% through a series of SEO and PPC tactics.