Case Study: Optimizing Online Presence for a Medical Treatment

Industry: Medical Treatment
Services Used: Google Search Ads and SEO
 

Challenge

A leading medical clinic struggled with low online visibility and patient acquisition. In a competitive market, they faced significant challenges due to:
 
Low Organic Traffic: Their website was not ranking well in search engine results, resulting in minimal organic traffic.
High Competition: Competing clinics with established online presence were attracting most of the inquiries and patients.
Ineffective Advertising: Previous attempts at online advertising yielded unsatisfactory results, with low click-through rates (CTR) and high cost-per-click (CPC).
 

Strategy

To address these challenges, a comprehensive digital marketing strategy was developed focusing on both Google Search Ads and Search Engine Optimization (SEO). The key components of the strategy were:
 

Keyword Research: Conduct extensive research to identify high-intent keywords relevant to medical treatments and services they offered

Targeted Google Ads Campaign: Create targeted Google Search Ads campaigns focused on specific treatments to reach local patients.

SEO Optimization: Improve website content and structure to enhance organic search rankings, ensuring the website was optimized for search engines and user-friendly.

Landing Page Development: Design dedicated landing pages for each service to improve conversion rates and relevance for visitors coming from ads and organic search.

Execution

Keyword Research: Conducted keyword analysis to identify top-performing keywords with high search volume and low competition, focusing on long-tail keywords related to medical services in the local area.

Google Search Ads Implementation:

Developed compelling ad copies highlighting the clinic’s unique selling propositions (USPs), such as experienced medical professionals, patient testimonials, and affordable treatments.
Implemented a budget strategy that focused on high-performing keywords, optimizing bids based on performance.
 

SEO Optimization:

Optimized existing website content to include target keywords naturally.
Enhanced meta titles and descriptions for better CTR in search engine results.
Established a blog with informative articles on common medical questions and treatment options, targeting long-tail keywords to attract organic traffic.
Improved website speed and mobile responsiveness for better user experience.
Monitoring and Adjustments: Utilized Google Analytics and Google Ads reporting tools to track performance, adjusting keywords, targeting, and ad copies based on campaign performance.
 

Results

After implementing the strategy over six months, they experienced significant improvements:
 
Increased Organic Traffic: Organic search traffic increased by 150%, with website rankings improving for 12 out of 20 target keywords, leading to a better online presence.
 
Enhanced Google Ads Performance: The CTR for Google Search Ads improved to 7%, and the CPC decreased by 30% due to optimization efforts, resulting in a more cost-effective advertising strategy.
 
Patient Acquisition: New patient inquiries increased by 60%, translating to a significant boost in appointments scheduled and overall revenue.