SEO Marketing Singapore Success for Orthodontic Clinics

CLIENT BACKGROUND

Before Working With Us

The client is a dental clinic that specializes in orthodontics, offering braces, Invisalign, jaw surgery, and other advanced dental treatments for all ages. With a focus on modern technology and personalized care, the clinic enhances oral health and creates confident smiles. Ideal for anyone seeking an orthodontist for braces, Invisalign, or corrective jaw surgery.

• They are a prominent and renowned clinic in Singapore located in town, serving patients for decades. 
• Upon a discovery session with us in 2023, they were new to SEO. There was no organic online visibility. 
• They were facing a dwindling number of patients that used to originate from family, friends and direct referrals (ie. patients who were already familiar with them or from offline marketing).
• They were neither ranked nor discovered for any keywords in at least the first ten pages of Google, aside from their Doctor’s name and their clinic name. 
• Their website was last managed in 2000 and was neglected.
• The COVID pandemic was having an effect on them as they did not invest in digital marketing to promote their online presence.

The Behind The Scenes Work

Planning An International SEO Campaign At The Enterprise Level

Keyword Research:

Our in-depth SEO keyword research for Singapore revealed an average monthly search volume of 11,000 for keywords such as "orthodontics," "jaw surgery," and "braces" over the past 12 months. Our further analysis shows strong potential to rank these keywords, as their low difficulty scores make achieving first-page visibility feasible.

Additionally, the cost-per-click (CPC) rates for these terms are affordable, offering a budget-friendly opportunity for targeted dental and orthodontic Search Engine Marketing (SEM) efforts. These would be perfect as SEO efforts require a longer time to bear results, the clinic can capitalize on SEM to acquire leads. 

SEO AUDIT

We performed a comprehensive SEO audit to identify technical or on-page issues that may be hindering their website's search engine rankings. Our audit uncovered some underlying issues: 

• Outdated Website: The website was last built in 2000. It wasn't updated for over 12 years. The pages were not SEO optimised. The website design, UI/UX was unfriendly. 
• Inadequate Header Optimisation: The pages were marred by ineffective header optimisation. The site’s indexing capabilities were hindered by the absence of a well-structured H1 and H2 header optimisation and keyword insertion in headers.
• Meta Data Absence: A glaring absence of meta data across numerous pages compounded the site’s inefficiencies. Without this critical meta information, search engines like Google grapple with interpreting the content and relevance of the product pages.
• Deficient Backlink Structure: The website’s authority was low, particularly in comparison to its page 1 competitors. This was primarily due to the lack of high-quality backlinks leading to the website.
• Absence of Call-To-Action (CTAs): Their website lacks clear CTAs that are aligned with the target actions they want to prompt their audience to proceed/do. CTAs can improve click-through rates. CTAs are instructions that encourage their audience to immediately respond (e.g., “click here” or “call today”).
• Absence of Blogs: We found that they have no blog/story post on their site. Blog page is a good strategy to implement to their website as blog posts helps their keywords rank more. 

RESULTS OF OUR CAMPAIGN

After Working With Us

Once we were engaged for this campaign, our objective was distinct: establish a dominant online presence for the client in Singapore and ensure an increase in leads generated for them on their website.

• • Page Titles: We created page titles that are user-friendly, keyword-targeted, 30-60 characters, unique from one another.
  • Strengthen Google Business Maps: This initiative, building upon the first, enhanced the company’s visibility on search engines.
  • Optimize Metadata: With the help of our skilled developers, we overhauled all metadata and headers, embedding keywords throughout the website. This was done within the site’s constraints as a complete rebuild wasn’t an option.
  • Call-To-Actions (CTAs): We added and used CTAs that were clear, concise, and action-oriented, encouraging users to take the desired action. We made them visually prominent and placed them strategically in areas where users are most likely to see and interact with them, such as at the end of blog posts, on product pages, on the home page, and in prominent locations above the fold.
  • Clustered Approach: We deployed an advanced content cluster strategy, grouping related products and services, interlinking them to primary pillar pages. This methodology was ideal due to the diverse range of keywords, each with relatively low search volumes.

• Blog Posts: We created quality blog posts and publish content regularly on a monthly basis.

• SEM / Google Ads: With a starting Ad budget of $1,000, we started on a strategic SEM campaign to optimize and direct traffic to a series of ad campaigns with the targeted keywords.

Keywords ranking and jumping in positions, getting onto the first page after 6-8 months.

RESULTS OF OUR CAMPAIGN

The Results

• Initial 6 Months Detection Was Slow: After a 6-month period of diligent work, search engines began to recognize the site.

• Rapid Ascent To Page 1 In Latter 6 Months: The subsequent 6 months witnessed a swift rise, with the site mainly featuring on page 1, leading to a 45% boost in traffic.
• Increased In Leads And Patients: The client saw a substantial increase in leads and enquiries via their website’s CTAs.

The conclusion? The client went from unfounded on Google SEO, to multiple keywords ranked on the first page in SG, with increased organic traffic of 707%+ visitors.