This client had a previous agency that had done some outdated SEO where they created large amounts of low quality content. This caused their site to drop by over 50% in terms of rankings and traffic! They were also having challenges keeping census up. They offered residential to intensive outpatient levels of care.
We came in and engaged with our standard initial consult, helping them align across channels and allocate budget appropriately.
We then took over SEO in November of 2019.
As you can see below, within 2 months of starting, they saw organic Google impressions and traffic to the website increase 3-fold. It’s important to mention here that we also cut their SEO budget in half, while obtaining this result.
We did this, not by adding more content, but actually completely overhauling their current content. The previous agency had created a glut of low-quality content that Google didn’t like. So adding more at this point would have just further hurt their rankings and traffic.
Instead, we actually completely cut out some pieces of content, combined other pieces, and overhauled the rest. This process took about two months. But, once completed, we saw massive gains.
This helped in rankings, as you can see below for some of the high-intent, high-converting pages we were targeting. In two short months, a number of pages jumped up several page ranks.
We also optimized meta descriptions, so that, when pages came up in search, searchers were more likely to click on those pages. This helped us as much as double click throughs so that people actually visited the client’s website.
This all translated to higher admission volume. As you can see below, this chart is only for actual admissions from Google Organic traffic. We went from an average of 2 per week from July to September 2019 to 8 admissions per week by January. In October, we engaged on a consulting basis and helped the client improve general operations and strategy, then took over marketing efforts in November.
January admission’s volume had tripled! There was a drop down to only double as we entered March, which was the impact of initial coronavirus fears where almost all of our clients saw a brief dip. Regardless, again, those results are with half the SEO budget from previously. So triple the admissions at half the cost.
This was all accomplished by:
- Focusing strategy around high-intent, high-performing keywords.
- Rather than adding new content, cutting out and cleaning up old content through better interlinking, higher quality, and re-organization into hierarchical silos.
- Improving meta descriptions to drive more traffic from pages already ranking.
If you’re looking to work with experts that know how to get results specifically for behavioral health, call 800 396 9227, or email us at engage@circlesocialinc.com.