Case Study: SEO
Dental Practice in Newmarket
In October 2023, we embarked on a search engine optimisation (SEO) campaign for our client, a leading dental practice in Newmarket, QLD. The goal was to improve their online presence across multiple locations.
The campaign focused on on-page SEO and enhancing their Google Business Profile (GBP). Over the course of the campaign, we consistently monitored performance through Google Search Console, third-party SEO tools, and GBP analytics.
Key Metrics
SEO Performance
| Metric |
Previous 6 Months (Nov 2023 - Jul 2024) |
Last 6 Months (Aug 2023 to Jan 2024) |
Nov 2023 to Jul 2024 (Client uses Nov 2023 as baseline) |
|---|---|---|---|
|
Impressions |
254K |
389K |
522K |
|
Clicks |
2.59K |
3.48K |
4.95K |
Organic Traffic Growth
| Metric |
Ave/ Daily Traffic - Nov 2023 (Client uses Nov 2023 as baseline) |
Ave. Daily Traffic - Jul 2024 |
|---|---|---|
|
Organic Traffic |
250 |
2,581
|
Google Business Profile Performance
(6-month Period)
| Month | Views | Clicks | Direction Requests | Phone Calls |
|---|---|---|---|---|
|
March |
964 |
122
|
133
|
59
|
|
April |
1,002 |
96 |
137 |
64 |
|
May |
855 |
97 |
64 |
62 |
|
June |
782 |
123 |
104 |
67 |
|
July |
1,085 |
136 |
130 |
76 |
|
August |
1,112
|
126 |
87 |
75 |
Client Overview
Established in 1990, our client provides comprehensive dental care in Newmarket for patients of all ages. Their philosophy emphasises delivering high-quality, family-friendly, and pain-free dentistry, tailored to individual needs.
Their services include general dentistry, cosmetic procedures, and specialised services such as dental implants and clear aligners. With a commitment to offering the latest dental technology, the practice also focuses on promoting new treatments like CEREC Same Day Crown and 3D Dental Scans.
Committed to professional excellence, the family dental clinic offers long-lasting, cost-effective treatments, while ensuring transparency in pricing to avoid surprises for patients. With a focus on experience and patient comfort, the clinic is dedicated to transforming smiles and enhancing oral health through cutting-edge technology and compassionate care.
The Challenge
Despite having a well-established practice, the client faced several SEO-related challenges.
- The primary goal was to capture new patient leads and establish a competitive presence in Newmarket.
- The homepage lacked direct links to service pages, missing opportunities to drive relevant traffic.
- Service names on the homepage needed to match the respective service pages for better user experience and SEO.
- The client wanted to target a 10 KM radius around their practice, excluding Brisbane CBD suburbs.
Our Approach
To help the client break through local competition and drive more targeted traffic, we implemented a strategic and multi-faceted SEO plan.
Our goal was to enhance their online presence by creating tailored, user-friendly service pages while optimising local SEO efforts to capture the right audience. By aligning their homepage with service offerings and focusing on specific geographic areas, we ensured the client’s website not only ranked higher but also connected with potential patients in the most relevant suburbs.
To address these challenges, we implemented a two-pronged strategy focused on on-page optimisation and local SEO.
Website Optimisation
We created 10 new optimised service pages, ensuring they included relevant keywords and were structured for maximum search engine visibility.
On top of those pages, we built 8 SEO pages based on high-value keywords such as “emergency dentist”, “teeth braces”, and “dental implants”. For each of those high-value service pages, separate pages were created for each of the 24 target locations. In total, we created 190 SEO location pages.
Each page was specifically designed to target and rank for geographically relevant search queries.
Google Business Profile Optimisation
We optimised the client’s GBP listing, ensuring it was updated with all relevant business information, services, and offers.
Since November 2023, we have regularly posted monthly GBP updates, highlighting promotions, dental care tips, and services.
Technical SEO and Backlinks
We ensured the site was technically optimised for user experience.
In terms of link building, we also increased the number of referring domains to boost the client’s domain authority and overall SEO rankings.
The Results
The results of the campaign have been overwhelmingly positive, with consistent improvements across all key metrics.
SEO Performance
Google Search Console data shows that total impressions increased from 254K (from Aug 2023 to January 2024) to 389K (from February to July 2024), while clicks rose from 2.59K to 3.48K during the same period. The average ranking position climbed from 32.1 to 24.8, indicating improved visibility for relevant search queries.
Organic Traffic Growth
According to a third-party SEO tool, daily organic traffic surged from an average of 250 in November 2023 to 2,581 in July 2024. Backlinks and referring domains have also improved during the same period.
As can be seen in the attached image, the substantial increase since the start of the campaign can be attributed to the combination of SEO location pages, optimised service pages, and technical on-page SEO strategies.
Google Business Profile Engagement
From the initial figures in November 2023, we could see a positive trend in visibility and customer engagement through the GBP listing.
Despite slight fluctuations in clicks and phone calls, the overall trajectory indicates a steady increase in views and interactions, peaking in July and August.
Direction requests, an essential metric for driving foot traffic, showed significant activity in March and April, and stabilised in the following months. The consistent rise in views reflects increased visibility through Google Search and Maps, while the phone calls and clicks demonstrate growing customer interest and action.
Why Choose Zen Dental Marketing?
When it comes to dental marketing, you need a partner who understands your unique needs and delivers results. Here's why Zen Dental Marketing is the right choice for your practice:
- 18 Full-Time Employees
- 24 Hour Response Time
- Family-Owned and Operated
- Running Strong for Over 10 Years
- Dedicated Marketing Account Manager
- 3-Person Coverage on Your Account at All Times
- Partners with Independent Dental Network and Dental Innovations
For detailed information and to see how we can help your dental practice achieve similar success, reserve your strategy session today!
