Local Dental Clinic SEO Case Study: 231% Increase In Organic Traffic

This is an SEO case study of how I helped this local dental clinic in Bangkok, Thailand increase organic traffic by 231% in 6 months through my monthly SEO service and triple the leads for the business

Like any other of my case studies, I won’t reveal the website and keywords for security and privacy reasons. But in this article, you will find some of my overview process of how I went about achieving the results along with various screenshots proof.

Project Background

The client runs a local dental clinic in one of the major areas of Bangkok and reached out to me for a complete web redesign and SEO service. The client was already somewhat known in the area through on-going social media marketing efforts but wanted to reach more audiences outside the known circle.

We started with a complete planning and redesign of the website (converting it from a basic template site into WordPress), followed by a complete monthly SEO service to outrank other established websites, along with improving the ranking of the Google Business Profile.

Challenges

This was one of my easier projects to work with, primarily because the client already had an established branding in place, which made everything so much easier. However, the biggest challenge was to outrank some of the bigger established sites and take as many top 3 rankings as possible, since it’s a local area and we couldn’t settle for anything less than that if we wanted to have enough clicks and traffic.

The Campaign

Here are the overviews of how I approached the campaign:

Technical Optimized Website

The first step into the campaign was to rebuild a new website from the ground up, switching from the old templated website to modern-looking WordPress. Before getting started, I did some keyword research and consulted with the clients for the best core services to focus on. This includes service pages, surrounding suburb pages, and more. In total, 15 core pages were built out on WordPress, ensuring that the site is mobile-friendly, fast, secure, and modern-looking.

On-Page Optimization

Next up is to focus on the on-page obsessively. What I mean by “obsessively” here is to optimize each and every detail to the tee.

This includes things like:

• Heading (h1,h2 & h3) optimization
• Page structure optimization and addition of sub-topics:
  
  By structuring the page in such a way that there are logical connections from one section to another. For example, I started the page with the introduction to service and company, followed by the services provided, then reasons to hire the company, etc. All these subtopics are important for service pages as they answer the questions related to the intent.
• Sentence-level optimization using semantically relevant keywords:
  
  By making sure that each sentence is properly optimized using semantically relevant keywords based on reverse engineering the competitors and using a proprietary tool that I created. You can use on-page tools like Surfer-SEO to help with the process.
• Internal links:
  
  Making sure every other page on the website is internal linked up to the main page to form a semantic connection for the overall topic on the website. For the anchor text, I mainly used the exact match keyword and partial-matched keyword.
• URL optimization
• Keyword count and variation optimization:
  
  Making sure that I have used the right frequency of each keyword on the page. For example, the word “cleaning”, I made sure to check the competitors’ average and see how many times I should use this word. You can again, use tools like Surfer SEO, but there’s really no hard rule for this. I’d like to keep it a little lower than the average to avoid over-optimization.
• Entity connection establishment:
  
  This is a special tactic that I used to help Google understand the website’s entity better by essentially connecting the website to other properties via links and have a proper about us page to ensure that Google understand what the site is all about. What you can do here is have a proper about us page, with proper introduction to the business and things you do. For example, you can use the sentence like: “We are ABC and we offer XYZ”. Use a simple sentence and tell Google who you are and what you do. Another thing was to have a clear business name, address and phone number, along with the dentists information and background for EEAT.
• Design refinement and connection
  
  One thing I’ve also done after the web design process was to refine the design elements on the page to make sure they are consistent in the flow and all the sections and areas are connected without breaking the semantic connection from one area to another.
• Location page and local entity optimization
  
  Besides just creating different location pages to target nearby suburbs using the above method, I also went the extra mile of making sure to add unique and relevant local entities on each page to help Google understand the details better, and to make sure each page is somewhat unique.
• Blog posts creation
  
  Towards the 4th month into the campaign, after we already had multiple page-1 rankings, I also started creating 2-3 blog posts per month to help capture the additional top-of-the-funnel audiences who could be searching for something relevant to the services. Each topic was selected, keeping in mind a logical connection to the service, not some generic blogs.

Off-Page Optimization

Once the on-page of the site is ready, the next thing is to start looking into off-page factors.

Some of the things that I did are:

• Brand building and engagement optimization:
  
  Fortunately, the client already had some brand building campaign going on. So all I did was to give advice on how to to integrate it for maximum SEO results.
• Citations from high-quality directories and social profiles
• Reviews and sentiment establishment:
  
  Off-page reviews and what people say about your site (entity) is another important ranking signal for local SEO. So, I asked the client to ask his clients to leave positive reviews on some of the big directories in the local area.
• Link building
  
  After a great on-page, branding and citations, next was to build backlinks consistently every month in a strategic way using high-quality PBNs and some guest posts. I also created a localized PBN to help sniper the main keyword rankings to #1 on Google.

Google Business Profile

After some thorough SEO done on the website, the Google Business Profile (formerly called Google My Business) rankings also went up a lot.

Other activities done directly on the GBP profiles are listing optimization, regular posts, and reviews optimization.

Overall, the client finally managed to rank the profile in the top 3 for the main keyword:

Results

Here are some of the screenshots from Google Search Console, surviving all the major Google algorithm updates

Not only did the client get more traffic and better rankings, the client also has been getting more and more leads every month, tripling and quadrupling what she used to get prior to the campaign.

Want To Get Results Like This?

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