Multiple-Location Orthopedic Practice Group
Ortho Bone & Joint Clinic is a multiple-location orthopedic practice group serving several locations in the United States.
With an in-house marketing committee and an external marketing advisor managing the company’s SEO campaign, the client was falling behind as competitors advanced. Additionally, the client’s only prior advertising method was through paid banner ads with the local newspaper.
Recognizing the need to strengthen its online marketing efforts, the client partnered with KTricks Digital Marketing Agency to enhance lead generation through organic search and pay-per-click advertising.
The initial goals were to elevate the client’s organic search results, increase its conversion rate from 30 to 75 patients per month, and improve its Google reviews from a 3.2 average star rating.
After 12 months into the SEO and PPC strategy, KTricks has helped Ortho Bone & Joint Clinic achieve a historical 30% conversion rate since the campaign’s inception.
By thinking on behalf of our clients every day, we anticipate what they want, provide what they need & build lasting relationships. These are the concept that shape our distinctive culture & differentiate us from others.
We guide our clients through difficult issues, bringing our insight and judgment to each situation. Our innovative approaches create original solutions to our clients
Result
+557% Monthly Leads
+393 Positive Reviews
+212% Ad Conversions
+155% Click-Through Rate
KTricks’ robust lead generation strategy and paid search marketing campaign has helped the client drive phone calls and appointment bookings from high-intent searchers.
Our SEO campaign has generated the following results in 12 months:
(January – December 2022 vs. 2021)
Organic Sessions: +24%
Overall Sessions: +29%
(June 2018 vs. August 2023)
AWR Keyword Visibility: +2,632
Top 5 Keywords: +54
Overall, KTricks’ on-page optimization has produced the highest site traffic. It increased the number of sessions by 69.8% and boosted the number of new users by 84%.
Meanwhile, direct traffic has increased the site visits by 48%, with 56% new users. Referral traffic, on the other hand, has driven an 84.5% increase in the number of sessions, with 91% new visitors.
Since the PPC campaign launch, the orthopedic practice group has also amassed nearly 11,300 clicks, 2,326 conversions and 3,829 phone calls from the Google Ads channel.
Meanwhile, our ongoing PPC efforts generated (January – July 2023 vs. 2019):
- Clicks: +55%
- Conversions: +212%
- Average Cost-Per-Click: -5%
- Average Cost-Per-Conversion: -53%
- Click-Through Rate: +155%
- Conversion Rate: +101%
Since our partnership in 2021, the client has trusted KTricks with the current and ongoing marketing strategy.
The Execution
SEO
KTricks’ SEO audit revealed ample opportunities for paid search and on-site improvements. Our primary focus was to scale up the client’s on-site technical SEO, local citation management, domain linking, content development, review acquisition, and link building strategies.
By integrating the client’s core goals with the prospective audience’s highest interests, we created a solid online marketing strategy that covers:
- Evaluating the client’s current keyword ranking for targeted terms
- Obtaining on-topic quality links from niche directories and sites
- Guest posting and blog commenting
- Local competitor research and link analysis
- Content syndication
- Analyzing backlink health
- Local SEO optimization
- Ensuring the NAP listings are consistent across online directories
- Creating new blog articles based on the industry
- Creating Google Business posts for each location
Consistency has been a significant factor in maintaining a strong relationship with Ortho Bone & Joint Clinic. KTricks’ ongoing local optimization efforts enabled the client to rank for local terms across its Georgia locations. The combination of managing local listings and creating new Google Business content has been a win for Ortho Bone & Joint Clinic.
PPC
KTricks’ content development strategy is a critical part of its SEO and paid search campaigns. We focused on ranking for location-based keywords, including “joint treatment” and “back pain,” as well as other related services.
We also built a Google Ads pay-per-click marketing campaign that targeted high-intent searches for the client’s orthopedic services. These include “orthopedic procedures,” “pediatric orthopedic,” “Knee Replacement Surgery,” “Hip Replacement Surgery,” “Knee Pain Treatment,” “joint replacement,” “orthopedic surgeon,” and “spinal work.”
Our PPC strategy involved:
- New account architecture
- In-depth keyword research
- PPC campaign budgeting
- Targeting existing high-performing devices and keywords
- Creating compelling, updated ad copy
- Ensuring conversion tracking was properly in place
To ensure the client’s business strategy is on track, KTricks’ SEO specialists have set key performance indicators (KPIs), including contact form submissions, organic search traffic, and phone calls. We significantly improved the client’s website traffic, lowered cost per lead, and increased the number of new leads.