E-mail:
bill@internetmarketinglogic.com
 

Case Study

Douglas M. Stevens, MD

Offering facial and reconstructive plastic surgery in Lee and Collier Counties.

Document Number: 20038
Client Contact Name: Doug Stevens
Title: President
Date of service: 2005 to February 2010

Disclaimer:

The information in this document number 20038 is proprietary to Douglas M. Stevens, MD. This information is not intended for reproduction, copy or any form of distribution. The information is intellectual property that is not intended to be viewed or talked about to any competing practice that offers facial reconstructive and plastic surgery. All rights are reserved and all information in this document belongs strictly to Internet Marketing Logic, Inc.

Case Study:
Douglas M. Stevens, MD

Dr. Stevens came to Internet Marketing Logic with one main goal: he wanted to change from an "ear, nose and throat" practice and convert his practice to facial and reconstructive plastic surgery.

Summary:

In July of 2005, I sat down with Dr. Stevens and went over what I do specifically as a SEO and how I go about working on a solid online strategy. Dr Stevens listened, he understood what I was offering, and he became very excited about moving forward with my service.

As always we took the time to observe what our local competitors were doing online. We also copied and archived all competitors websites and looked at our competing website’s source code to see what their key words were.

Even with the heavy concentration of Plastic Surgery websites, we were able to find several holes in the market that were left open by the competition. Below is a list of key phrases that are heavily searched with little to no competition.

  1. Prices for Plastic Surgery
  2. Fort Myers Face Lift before and after
  3. The best Plastic Surgeons in Naples
  4. Ft Myers face lift
  5. Ft Myers botox
  6. Southwest Florida Plastic Surgeons

I always look for these key word gems. These are key word phrases that are the product of someone not completing their key word research and they are there for the taking.

Problem:

As you would expect, the competition is heavy when you try to break into this online market. Most top plastic surgeons get up to 60% of their business from online searches. A large percentage of the public will go online and look for before and afters and make their decision to book a consultation only after viewing the doctors work.

I have found similar situations when there is such a strong online influence that the owners of top websites will be more aware of their daily positions and constantly maintenance their rankings. If a website is pulling 60% of the companies revenues, you can imagine how important it is for that Webmaster to get that website back to its top position when it is replaced by a website that I am doing the SEO on.

This is why we charge a monthly fee. It is a constant battle to hold high ground.

Objectives:

In an effort to impress this client with more than average rankings, I have decided to optimize each of the client’s web pages in addition to the twelve landing pages. My main objective is to not over optimize but to offer enough optimization to gain rankings in this very competitive landscape.

I had to pull my Google card, and call the IT department. I needed to confirm that I was not illegally optimizing my client’s website. There is a point when too much optimization can get me into trouble.
I did confirm that I was in good standing, so I indexed my heavily optimized website.

Here is a list of items we will need to work on:

  1. A great linking program to medical verticals
  2. Direct Mail program to invite patients to the new website
  3. Write strategic Source code
  4. Index to all main directories
  5. Include a comprehensive Yellow Page Index program

Attack:

My plan of attack was basic but strong. I decided against a microsite format and decided to optimize his main name URL. The name of this doctor will be searched heavily and because of all the medical affiliate links, they all point to his main URL. Therefore, it is the main URL that I have to optimize. That will be my strongest strategy. I also have asked the client for additional funds for a keyword buying program. This again will help our cause by adding more direct links to our landing pages. I feel that after I have all the SEO, Linking and referral verticals set up, we will be hard to beat.

Results:

The results were surprisingly good for the first three months but then the site dropped in rankings. Along with the site dropping in rankings, the clients confidence also dropped. My client asked to cancel service after the first year. I lowered the clients contract rate and told him to keep the faith.
His second year was better than the first but still only breaking even with the doctors expense.
We are just finishing the third and wonderful year. Dr. Stevens is top on most all of his key phrases boasting that the web is pulling in over 50% of his business. Dr. Stevens has now completely separated his practice from ear nose and throat to facial and reconstructive plastic surgery.

Today, his rankings are strong and he is back to full contract rate commitment.

Upon Request:

  • A currant ranking report (This shows his keyword strategy along with how his words are ranked on the top search engines)