How a leading plastic surgeon improved organic conversions by 56%
About Dr. Cristina Keusch
The Dr. Cristina Keusch Boca Raton Plastic Surgery Center is built on a longstanding commitment to the highest standards of patient service, plastic surgery, and overall care. Dr. Keusch has worked hard to build a reputation for a warm, caring, and intimate atmosphere and state-of-the art facilities—one reflected by stellar patient reviews and outstanding results.
Poorly Optimized Website, Underperforming PaidMedia Campaigns
Always a competitive market, plastic surgery in Boca Raton has become even more so with the deferral of elective surgeries during the 2020 global pandemic. To remain competitive—to consistently generate organic digital leads—the Dr. Cristina Keusch Boca Raton Plastic Surgery Center needed to perform a thorough audit and optimization of its website and Google My Business listing. With a lot of high-value content designed to drive leads for high-value plastic surgery services, Dr. Cristina Keusch needed a digital agency capable of aligning all site content with SEO best practices to maximize traffic and conversions.
On-page and technical SEO updates
After completing a thorough, deep-dive SEO audit of all site content and digital channels, the Cardinal Digital Marketing made the following changes:
On-page and technical SEO updates
After completing a thorough, deep-dive SEO audit of all site content and digital channels, the Cardinal Digital Marketing made the following changes:
Identified and manually removed non-www URLs
to eliminate crawl waste and reduce excessive redirects.
Cleaned up XML sitemap
by removing thousands of pages not meant to be indexed by search engines. Optimized canonical tags for indexable pages and resolved a missing subfolder.
Built an internal content linking scheme
to help users and search engines discover relevant content.
Performed mobile optimization
to address mobile usability errors and ensure all site pages were mobile-friendly for search engines and users.
Improved page load speeds
by serving optimizing images, limiting redirects, and deferring JavaScript parsing.
Wrote custom page titles for all core landing pages
and new blog topics to improve individual page rankings and CTR.
Wrote custom meta descriptions
for all relevant pages (84% of pages were missing meta descriptions) and added alt text to all images.
Location Pages and Google My Business Optimization
Because so much of its business comes from the local market, Dr. Cristina Keusch Boca Raton Plastic Surgery Center needed a local search strategy. The Cardinal team put together a comprehensive local search strategy, one built on optimized location pages with unique content, local publications and websites to reach out to for backlinks, and optimizations for the surgery center’s Google My Business listing.
Outcomes
Our first step was to assess their current campaign performance and conduct extensive research on Smile Doctor’s digital competitors. With this information, we then established performance baselines for our campaigns. We used enhanced bids to improve efforts across campaigns and gain better algorithmic insight into which audiences would work best.
Campaign-level consolidations helped to improve algorithmic performance significantly without sacrificing relevancy. For PPC, grouping by themes and intent has been pushed to the ad group level to allow the algorithm to find the most cost-effective conversion while still targeting ads based on location (very important for Smile Doctors, which has many locations across the United States).
55.9% increase in conversions YoY. More recently, the surgery center’s site has seen a 40% increase in clicks from Google, as well as a 211% increase in organic referral visits—both month over month.
Locally, Dr. Keusch is now tapping into the local plastic surgery market, in some cases displacing competitors on search engine results pages (SERPs). The surgery center’s Google My Business listing, for example, has seen a 9.5% increase in site visits, as well as a 68% increase in directions requests. People in the area who are looking for plastic surgery are coming across the Dr. Cristina Keusch Boca Raton Plastic Surgery Center when they start exploring their options on Google.
