TechnoSimpatico

Website Traffic Up 200% for Local Medical Practice

Case Study: Acupuncture and Injury

CLIENT

Acupuncture and Injury
3823 Roswell Road
Marietta, GA 30062

Phone: 678-247-2155
Owner: Dr. James Granger M.D.
Email: manager@acupunctureandinjury.com
Website: https://acupunctureandinjury.com

Case Study highlighting the success behind a full website optimization and a 6-month digital marketing campaign for a local medical office.

Work included site hosting migration, content optimization, keyword strategies, and a steady release of social media adverts, posts, networking activity, joining online business registries, classified listings, and more. This bundle of services tremendously increased the number of site visitors and helped acquire new patients for his medical practice.

Summary

TechnoSimpatico provided full website optimization plus a 6-month digital marketing campaign for a local medical office Acupuncture & Injury (Dr. James Granger M.D.). Work included site hosting migration, content optimization, keyword strategies, and a steady release of social media adverts, posts, networking activity, joining online business registries, classified listings, and more. This bundle of services tremendously increased the number of site visitors and helped acquire new patients for his medical practice.

Problem

Dr. James Granger M.D. provides medical services in his local Marietta office. This requires patients (customers) to physically come to his location in order to receive and pay for services. The client needed to increase his patient roster and appointments through online channels and ultimately convert online traffic into real visiting customers.

The website had weak page ranking on Google and page load performance was very poor, sometimes taking more than 6-7 seconds just to load the homepage. Due to these and other SEO issues, the site only had a maximum of 1,469 visitors between the months of Aug 2018 and Feb 2019*.

* Stats according to the prior hosting company’s final SEO report.

Solution

The client needed a full SEO overhaul for the website including file optimizations, content consolidation, navigation & URL restructuring, updating page titles & links, improving metadata, along with targeted keywords for relevant search phrases to target local users. Once the site was loading faster and ranking higher, a 6-month social media & digital marketing campaign was initiated, that greatly increased site traffic, improved Google search ranking, and helped to increase the number of patient visits to his practice.

Optimizations Performed

Migrate WordPress Website Away from Previous Web Host Provider

In order to give the client full access and development control of the website, it needed to be moved away from the prior hosting company. The hosting company was charging the client high monthly fees while also preventing access and restricting any serious changes to the website and content itself.

The site was released from the prior hosting company and migrated to a new account on Pantheon that is optimized for higher performance WordPress hosting. This includes a “multi-dev” environment with GIT version control for development, staging, and live site code deployments, along with an easy-to-use dashboard to display updates and security notifications, plus it provides an easy-to-deploy method for applying, testing, and releasing security updates.

Website Content Cleanup & Implement Keyword Strategies

After the site migration, various content cleanup tasks were performed to improve page performance, implemented keyword strategies into page titles, links, and text headings, to target geographic and service specific keyword searches.

Optimize/Compress Images & Other Media Files

Dramatically reduced page download sizes by optimizing & caching images throughout website to reduce file sizes and improve page load speeds.

Compress & Compile CSS, JavaScript, & Other Files

Speed up page loads by reducing the number of server requests such as localizing external JavaScript files, using native device fonts versus custom fonts, and by eliminating unnecessary and redundant file requests. JavaScript and CSS files were also minified and compressed to reduce page download times.

Optimize Site Content, Page Titles, & Meta Data (to improve local organic search ranking)

Determine and implement keyword strategies to target patients searching for chiropractic services within the client’s service area.  Particularly when users within the business’s proximity search using geographic related phrases (ex. “Acupuncture near me”, “Acupuncture Marietta GA”, etc.), and also to improve the business ranking on Google Maps.

Generate & Submit Fresh XML Sitemap Files

After optimizations were completed and as new content was created, fresh sitemaps were generated and submitted to Google, Yahoo, & MSN search engines to ensure full indexing of the optimized site and all of it’s new and revised content. Also setup & connected Google Analytics and Google Search Console (FREE service accounts) to replace the client’s prior (paid) monthly analytics reporting.

Technology Used

WordPress SEO modules were also added to enhance optimization and to allow page level control of keywords, page titles, and metadata.

To help boost load performance, the website was integrated with the CloudFare CDN to further compress images & HTML, and to serve proxy instances of the site across multiple networks (helping to increase page load speeds for a broader base of users), while also providing added layers of security for the website.

Google Analytics was integrated into the website along with Google Search Console to track users, record and analyze traffic metrics, and to evaluate keywords and search phrases used by visitors to find the website. SEMrush was used for keyword research and competitor analysis.

6-Month Social Media & Digital Marketing Campaign

The reports below show various on-page and off-page SEO activities during a 6 month digital marketing campaign and provides screenshots of the analytics data over a 6 months period, comparing data collected before starting the campaign and data collected right after the campaign. Overall, website traffic has doubled and the online exposure from the SEO activity has significantly increased the backlinks count for the website. These efforts along with monthly PPC Adwords campaigns, significantly improved the site’s search ranking performance.

Results

Page Load Performance
BEFORE Optimizations
(January 2019)

Load Time = 6.69 seconds
Download Size = 8.6 mb
Server Requests = 85

Page Load Performance
AFTER Optimizations
(March 2019)

Load Time = 0.85 seconds
Download Size = 1.9 mb
Server Requests = 28

Clicks and Impressions
BEFORE starting SEO Activity
(March to June 2019)

Total Clicks = 386
Total Impressions = 27.3K

Clicks and Impressions
AFTER 6 Month SEO Activity
(June to November 2019)

Total Clicks = 509
Total Impressions = 69.7K

Audience Stats
BEFORE starting SEO Activity
(March to June 2019)

Users = 2,064
New Users = 2,065
Sessions = 2,461
Page Views = 4,720

Audience Stats
AFTER 6 Month SEO Activity
(June to November 2019)

Users = 4,910
New Users = 4,882
Sessions = 5,621
Page Views = 9,730

Landing Page Stats
BEFORE starting SEO Activity
(January to June 2019)

Page Views = 4,720
Unique Page Views = 4,000
Average Time on Page = 00:01:17
Bounce Rate = 72.25%
Exit % = 52.14%

Landing Page Stats
AFTER of 6 Month SEO Activity
(June to November 2019)

Page Views = 9,730
Unique Page Views = 8,114
Average Time on Page = 00:01:13
Bounce Rate = 77.89%
Exit % = 57.77%

Channel Comparison Stats
BEFORE starting SEO Activity
(March to June 2019)

Users = 2,064
New Users = 2,065
Sessions = 2,461
Bounce Rate = 72.25%

Channel Comparison Stats
AFTER 6 Month SEO Activity
(June to November 2019)

Users = 4,910
New Users = 4,883
Sessions = 5,621
Bounce Rate = 77.89%