When a top orthopedic practice based in the Virgin Islands wanted to optimize their organic and paid search efforts in an effort to bring in more patients, Doukas Media achieved results that exceeded their expectations. Read on to explore how our team nearly tripled organic contact form submissions, increased organic traffic by 138%, and achieved first page Google rankings for 70 tracked keywords.

OVERVIEW

Our featured client is a prominent provider of orthopedic services offering numerous specialized procedures and imaging options from multiple locations across the Virgin Islands.

GOAL

This well-respected business with five-star Facebook reviews wanted to be able to identify and bring in more patients to experience their comprehensive care offerings. With COVID-19 restrictions generally lifted worldwide and travel back up to pre-pandemic levels, this orthopedic provider hoped to not only reach locals searching for a specialist, but also to pique the interest of potential visitors to the Islands. 

THE SOLUTION

Doukas Media set out to help the client employ both search engine optimization (SEO) and pay-per-click (PPC) practices that would help them increase visibility and traffic on popular search engines, especially Google. To kick off the exploration process, the team began by auditing the client’s current website content and advertising efforts in order to identify areas of opportunity and develop a strategy for execution.

Upon completion of the audit and strategy sessions, the team employed a series of tactical optimizations to improve page speed and advertising performance.

SEO Practices

The client had a robust website, but an ample amount of duplicated content across all of their service pages. In order to ensure better visibility and page performance, the Doukas Media team rewrote these service pages with unique language utilizing keywords often included in relevant searches about each service, and combined pages where appropriate. 

New pages were also created to highlight the various orthopedic conditions that often inspire patient inquiries, as well as the services offered by the client that address them. On both new and edited web pages, metadata was optimized: images were named with alternative text and properly compressed, keywords were utilized in descriptions, and content was better organized to improve conversion opportunities.

From a technical standpoint, the Doukas Media team developed an internal linking strategy to help improve collective site visibility, as well as corrected technical issues that can traditionally hinder performance.

• Broken pages were redirected to improve search visibility and site crawlability.

• The overall website navigation was rebuilt so that both individuals and search engines could find pages more intuitively and quickly.

• An XML sitemap—which is a backend file that identifies a website's essential pages—was created to help search engines populate relevant results.

• Other ad hoc optimizations were made to help improve individual page speed across the site.

Advertising Optimizations

After reviewing the client’s existing PPC campaigns, Doukas Media made adjustments and built new campaigns to both improve traffic and optimize spend.

To better control and allocate ad spend, manual bid strategies were leveraged and managed by Doukas Media. New PPC campaigns were set up with a more intuitive structure that allowed for easier organization, and to strictly target United States-based users who were looking to visit the Virgin Islands.

In new and existing campaigns, dynamic ad creative was utilized in order to better tailor results to search inquiries. Negative keyword lists were also created to control which keywords would trigger ads and avoid spending on topics that may not be as relevant to the client. To improve click-through-rate, ad extensions were added to fill the real estate on search engine landing pages, and to improve conversion rates and track these conversions more accurately, the Doukas Media team: rebuilt contact forms, optimized landing pages for better quality scores, and set up phone call tracking.

THE RESULTS

With long-term strategies in place, the client began to see significant improvements in their online traffic and site conversions over the next three quarters:

• Organic traffic increased by more than 138% within the first nine months, eventually averaging ~1,000 monthly organic visitors.

• Phone calls sourced via organic search increased by 74%, to an average of 135 per month, and monthly contact form submissions increased by 192% to ~40.

• 70 keywords out of the 81 tracked items ranked on Page 1 of Google, a 49% increase.

• PPC leads increased by 262% (while cost per lead decreased by 63% to just $37) through the use of optimized Google Ads.

Overall, the results from the digital optimizations made by the Doukas Media team far exceeded the client’s expectations by not only increasing traffic and conversions, but also helping lower the cost of lead acquisition.

Would you like to bring in more potential customers with the help of SEO and optimized digital ads? Contact us today to learn how the Doukas Media team can help you develop and execute a strategy that works for your business.