C 3 Spine Orthopedic Treatment & Surgery
CLIENT
- C 3 Spine is an orthopedic practice located in the Dallas/ Ft Worth region over the past 25 years. The owner and chief surgeon of the practice is Dr. Craig Callewert with a staff of about 10 people. They specialize in neck and back injuries and pain.
- Dr. Callewart specializes in the treatment of traumatic spine injuries and chronic pain. His clinical interests include the alleviation of chronic pain associated with spine injuries, scoliosis, cervical and lumbar fractures, and the advances in treatment of complicated cases.
- C 3 Spine approached Need SEO to review their online presence for both SEO and PPC. They had used an online marketing company prior and were not getting any results for organic listings and wanted to look into using a Google Paid ads campaign.
PROBLEM
- We conducted a series of interviews with their office manager and marketing team and realized that there was no dedicated plan or approach to gaining better presence and conversions from their marketing efforts. The field of orthopedic surgery and treatment is highly competitive but the conversion revenues are high.
- Communication with their marketing team and their in house team was also not done with systematic regularity.
- There was a bit of dabbling in PPC but the existing PPC manager did not utilize all the requisite tools required to gain successful conversions.
- Managing their daily budget campaigns was also done without understanding how to manage their ROAS (Return On Ad Spend).
SOLUTION
- Need SEO conducted a comprehensive audit to see what had been done heretofore and in conjunction with the in house interviews, compiled a data results report that provided the blueprint for their online remedy solutions.
- The SEO required on page content adjustments along with meta data, headers, and internal linking that helped to gain some relevance, We also identified broken links and duplicate content that was hurting their search results and SERPs.
- Off page content was created in the way of press releases and blogs that gathered relevant industry interests in the way of gathering links for search relevance.
- The PPC campaigns were taken over to rewrite the ad copy and manage a detailed campaign, ad group, and ads while researching keywords and search terms that were relevant to their audience. Additions of negative keywords, ad extensions, and Responsive Display Ads, provided a larger traffic vehicle and improved Quality Score. The CPC (Cost Per Click) and CTR (Click Thru Rate) improved five fold while bringing down the overall costs and boosted the revenue line.
- Branded campaigns were also created to capitalize on competitors and named businesses and people that were popular in this field and region of their area.
- Need SEO provided regularly scheduled conference calls to galvanize the office management and existing marketing people in order to get everyone on the same page to gain an understanding of the methodologies and actions taken.
- Communication and transparency was a huge factor while also setting a plan for everyone to follow. It was important to also include periodic calls meetings with the surgeon/ owner himself to ensure transparency and accuracy of information.
- Need SEO installed a Call Tracking system where conversion calls provided vital data for the client.
RESULTS
- Their budget for spending on PPC was running around $5k resulting in 9,500 impressions, 330+ clicks, and 110+ conversions. Their CPA (Cost Per Acquisition) averaged approximately $39.97, and CTR of 3.5. Their average number of phone calls were around 65.
- Relative to the inception of Need SEO’s undertaking, the results improved across all lines of data results.
Merrick Surgical Supply
CLIENT
- Merrick Surgical Supply is a family owned and run retail operation in Merrick, Long Island (New York) specializing in medical and surgical equipment for seniors, infirm, and injured recovery patients. They came to Need SEO in 2011 with a basic website that needed reconstruction, design, and optimization. They were not ranking for any keywords organically and had only a local community reach to their targeted audience found through word of mouth and mailings.
- Need SEO was engaged to expand their organic search traffic recognizing that there was an urgent need for online cultivation. The goal was to gain more customer traffic and recognition for their brand and product selections.
- Need SEO’s goal was to spread their online reach and develop their marketing capabilities digitally and for their pedestrian traffic. Additionally, the plan was to take them as a community retailer and enable them to develop into more of an eCommerce establishment that could sell to a wider range of audiences in different locations throughout the Tri-State region of New York.
PROBLEM
- We researched deep into their presence and data and found that the majority of the customers were local in their town. They needed a better website and online experience that catered to their targeted audiences. Since senior citizens were most of their clientele, we recognized that this audience may not have been so computer literate but the spending audience on their behalf were Boomers that were. A full website redesign was needed, both from a user experience and a branding vantage point.
- At the time of the initial engagement, Merrick was selling many products without any specific plan to boost their highest margin big ticket items. Their short term plan was to develop a larger customer base who were by and large repeat customers. With local hospitals and healthcare facilities in their neighborhood, their role as a supplier to locals was important.
- Customer service is a cornerstone for Merrick’s presence however there was no active review collection process by the owners. They also ran into challenges with reviews that were not so complimentary.
- Merrick did not have a webmaster to help with the development of the website design nor any means of formatting content.
- Most of their sales tracking and productivity analysis was pretty “seat of the pants”.
SOLUTION
- Need SEO proposed a number of needed initiatives while keeping in mind that the Client was seeking higher physical traffic that was translated from better online rankings.
- The website redesign was the initial starting point while also building in the meta tags, headers, and necessary on-page content needed for greater searchability and enhanced audience experience.
- Local listing and consistency in NAP info across citation and directory platforms was done.
- Internal linking of pages to gain relevance was instituted.
- A dynamic review process was put in place along with a means of addressing negative comments.
- Establishment of a Youtube campaign with an SEO strategy for videos and interviews was launched.
- Press releases were written for various products and events that were pertinent to the Client with articles sent to high page authority parties i.e. CNN, WSJ, Huffington Post, etc.
- 6-9 months enabled us to gain a larger geographic reach while adding to the Client’s Domain and Page Authority.
- Client reached out for a higher conversion campaign in 2016 and Need SEO developed a paid ads campaign on Google and Bing. Within 3 months, sales revenues tripled to 300% of where they were at the campaign’s inception.
- Need SEO targeted Lift Chairs, hospital beds, and mobility scooters that were each approximately a 60% margin of profit for the Client with high dollar values.
- These campaigns included branded campaigns of competitors and enabled the Client to expand their reach to a 100 mile radius of their location.
- Increased images and their internal linking.
RESULTS
- 300% increase in sales revenues
- 350% increase in organic conversions
- Expanded relevant keywords from 5 to 50 over Client term
- PA of 90 and DA of 44
