Dentist Sees Increases In Paid Conversions & Organic Traffic

The Goal

All Smiles Care is a family dentistry based out of Westminster, MD. Their goal is to provide comfortable and pain-free dental services to their local community. For more than three decades their team has helped their clients renew their looks, improve their self esteem and have better overall dental health.

The All Smiles Care team approached Go Fish Digital hoping to improve their online visibility across multiple channels. Their team had created a new website and needed additional support to improve its SEO foundation.

Their team also wanted additional advertising to promote their core services such as Dental Implants and Sedation Dentistry to local customers. All Smiles Care physical address is not located centrally in the primary geography that they wish to target so paid advertising campaigns are a way of helping them achieve greater visibility in these areas.

The Strategy

Objective

The Go Fish Digital team worked with All Smiles Care to provide a comprehensive SEO and paid media strategy to help grow their business through new patient sign ups. To do this, our team set the following objectives:

• Strategize and set up a Google Ads campaign to target queries related to their most important practice areas
• Localize paid campaigns to target potential clients in their specific geography
• Implement contextual on-page optimizations for core service landing pages.
• Review technical SEO improvements to ensure that their site was being crawled and indexed properly.

Execution

Paid Advertising

Since All Smiles Care was focused on getting new clients for specific services that they were offering, we decided to utilize Google Ads as our main advertising platform. This allowed us to target our advertising efforts to very specific queries.

Our team was able to execute on their paid media strategy by executing the following initiatives:

• Competitor reviews to analyze which queries, ad copy and strategies they were using in their own advertising efforts.
• Keyword research to determine the queries their customers were most likely going to be searching for
• Geography targeting to ensure their Google Ads were only appearing in the neighborhoods that were most likely to contain their target customers.
• Monitoring and refinement of the Google search campaign to consistently improve spend efficiency.

SEO

For the SEO campaign, the Go Fish Digital team worked diligently to improve their site from both a contextual and architectural standpoint. We made improvements such as:

• Restructuring the navigation to help users accomplish key tasks. The old navigation didn’t include key pages such as information on services, insurance, payment and new patients.
• Provided recommendations to enhance the quality of the localized content on their site.
• Improved the home page UX and content quality to ensure that it was optimized for their core keywords and helped users efficiently achieve their site objectives.
• Adding “Dentist” structured data to their home page.
• Auditing and removing technical roadblocks that search crawlers might encounter.

The Results

In tandem, the SEO and paid advertising campaigns were able to help All Smiles Care improve conversions and site traffic from multiple channels. Over the course of the campaign, All Smiles Care saw the following improvements:

• +84% increase in all conversions and an 172% increase in phone call conversions from paid media
• -72% decrease in cost per conversion through search ad campaign refinements
• +314% improvement in organic traffic