Gorman & Bunch Orthodontics loves to take the road less traveled in how it runs its business. While its competitors stick to the conventional marketing approaches of mailers and flyers, they believe in our approach of finding new patients through organic search.
And so, we created a long-term blogging strategy that would help find, nurture, and welcome new patients into one of their seven offices. Keep reading to find out more about our SEO journey together — that continues to this day.
It didn’t take us long to discover some questionable search engine optimization practices by Gorman & Bunch’s hosting company. Rather than writing legitimate blogs and publishing them to the Gorman & Bunch website, this firm elected to post sub-par content and post it where only Google could find it. Not an honest approach, and one that put my client’s site at risk of being penalized.
The doctors at Gorman and Bunch were unaware of these practices, and we counseled them to cut ties right away. We then helped with the transition to a new hosting company, saving them money on annual hosting costs — and, more importantly, setting them up for a more legitimate SEO approach.
Then, we implemented proper SEO techniques:
Once we rebuilt their SEO framework, we began to consistently create blog content — reaching 500+ words and integrating long-tail keyword phrases — that both informed their prospects and customers and invited Google to crawl and index the website for its search engine results page (SERP) listings.
And in December 2018, we published the 50th blog on their site:
Some of our favorite blogs that garner the best Google Analytics pageview results include:
And you can see over time how the work has paid off in terms of unique pageviews. (Oh, and that spike you see in the data? That’s the result of a very successful PR campaign.)
In 2018, we turned our attention to enhancing Gorman & Bunch Orthodontics’ Local SEO stance. While we love people reading our blogs from all over the world, we really wanted to make sure we’re being found by prospects in close proximity to their seven Central Indiana offices.
And that work involved a few things:
In 2018, we also focused much of our SEO attention on reorganizing existing web content into content pillar pages (a.k.a., topic clusters) — a new SEO technique for ranking on a particular topic.
For Gorman & Bunch Orthodontics, we took their treatment pages (Invisalign, Braces, and Early Orthodontics) and bulked them up to 2,500+ words — integrating long-tail keyword phrases and including relevant content a prospect needs to know. Then, we linked their existing blog and social media content to a respective content pillar page, thereby bolstering the authority of the pillar pages.
In just a few months, we’ve garnered the following results.
We plan to continue monitoring analytics data to see what changes might need to be made. In fact, we’re already looking forward to enhancing the look of these pages with a new, custom website later in 2019. Stay tuned for that!