Tribute Media Helps Women's Clinic Improve Organic Web Traffic by 8X
Posted by Sarah Wai on Jul 8, 2021 12:00:20 PM
In the Spring of 2018, the general manager of a local women's health clinic with three locations in the Treasure Valley (focused on obstetrics & pregnancy care, gynecology, and pre-menopausal medicine) reached out to our team at Tribute Media. He had been sitting in on meetings with the organization’s board of trustees where it was becoming more and more apparent in conversations that they weren’t staying competitive in their industry and needed to gain more traction finding new patients online.
They had three goals in mind:
- Attract new patients
- Attract new providers
- Be seen as a leader in the industry
OGA’s own research told them that their competitors were outperforming them when it came to an online presence. And, with most women doing research online before beginning care with a new provider, addressing their web presence was where they needed to start.
Their content strategy was non-existent, their Google ad campaigns needed an expert, their Google Reviews didn’t accurately reflect what the organization stood for, and while their social media created a safe community for women, it wasn’t contributing to their patient growth.
After first connecting with another SEO and PPC company prior to meeting with Tribute, it became apparent they also needed a web marketing agency that could effectively communicate the strategy, the results they were receiving for their investment, and have a point of contact that could be quick to respond when new needs arose.
In April of 2018, we sat down with the clinic’s general manager to review the organization’s goals, timelines, and budget that our team would have to work from. Based on that initial kickoff meeting, we created our first three-month strategy. The client had many significant assets available that just needed to be available online for Google and their users to access in order to better understand how OGA could meet their needs. These assets helped our team tremendously in repurposing existing materials related to their services so we didn’t have to start from scratch while learning more about this new client simultaneously.
To help our client build a web-marketing machine (and quickly), our initial strategy included:
1. Content Creation:
Up to this point, the client hadn’t been utilizing their blog feature to reach their audience. We began with writing blog posts to boost generic keywords to get them found for terms like “obgyn near me” and “Boise OBGYN”. Once the initial foundation was set, we transitioned to creating blog posts with topics based on their buyer persona research.
2. Content Optimization:
We utilized our unique SEO formula to optimize the content on their website, focusing on topic optimization, link building, technical SEO, and more.
3. Pay Per Click (PPC) Advertising:
Used to increase traffic initially while building their organic performance and filling new providers’ schedules when needed.
4. Ongoing On-page Optimization:
Experimenting with different page titles, updating page content based on queries, updating based on competitor research, etc.
Between the time we had our initial discovery meeting in April 2018 to June 2021, OGA has seen an 8X increase in traffic from organic search - taking their average website traffic from 1.4k visitors from organic search per month in 2018 to over 11.4k visitors per month in June 2021.
Did we mention their bounce rate has also never been higher than 1%, even with the significant surge in traffic?
Starting almost immediately, OGA saw a steady increase in traffic. Over the course of 3 years, OGA saw the following results:
- 714.28% increase in organic search traffic
- 556% increase in total traffic
While they provide answers to intimate questions for women worldwide, the brand authority established with Google has them at the top of most local healthcare-related SERPs (search engine result pages).
This kind of reach from generating quality content and SEO opportunities has resulted in:
- Increased brand awareness
- A more competitive online presence
- Generation of many new patients
The organization has also brought on three new providers to support their growth, during a pandemic that severely restricted the number of patients they could see in the office.
How Can Tribute Media Help Your Company Grow?
With our unique approach to search engine optimization, content optimization, content strategy and creation, we can help healthcare organizations like yours increase their web presence and position their website as a lead generation machine. Our approach can put you in a uniquely competitive position by setting you up for success in search engines while also resonating with and answering the real questions that real people are asking.
Written by Sarah Wai
Former Content, Email, and Social Media Marketing Specialist of Tribute Media. Bachelor of Science in Digital Communication Arts and Master in Business Administration.