Client Case Study
We developed a Local SEO strategy for this client that included foundational on-page SEO work and off-page link building and content creation. Results include Page One rankings for a variety of keywords worth $5-10 per click for an equivalent PPC campaign and a significant boost in traffic. We also developed on-site calls-to-action to maximize conversion rates.
Niche: Healthcare Staffing
• Research and development of global header and footer elements for the site. Our designers and SEO experts worked collaboratively to keep the site looking as stylish as possible while optimizing for search rankings.
• Creation of a new lead generation campaign. This process involved optimizing the code and content of the entire site and enabling better overall site usability.
Pos: Current position (vs highest position)
Volume: Estimated monthly search volume
KD%: Keyword difficulty (explained below)
CPC (USD): Estimated cost per click to run PPC ads for the same keyword
Ranking for Difficult Keywords
Below is a chart showing what it takes to rank for keywords of various difficulties, based on extensive research by Ahrefs, a widely used SEO tool. You can see in the client results above that all keywords are in the “Hard” category, meaning that it would take an estimated 37-200 linking domains in order for a page to rank on Google Page One for them.
Our manual backlink process and indexing strategy focuses on connecting your site month after month to several high-authority sites within your niche. It is well established that links from pages with high authority share significantly more influence on your rankings than links from low authority pages. Our goal is quality, not quantity, and the result is top rankings for valuable keywords such as these, driving meaningful, high-converting traffic to your website.
Why Healthcare Search Engine Marketing?
SEO is an often overlooked tactic in the ongoing quest to find new patients and grow your business. SEO may seem daunting, or like it is too much work for the return that it provides to you. This could not be further from the truth. Organic traffic accounts for over 50 percent of all traffic that arrives at any site, and that statistic takes into account social media and paid ads. In fact, SEO is the number one most valuable source of traffic that your company can invest in.
Healthcare SEO companies know the details of how to conduct a meaningful and profitable campaign in this unique industry. Moonraker is one of the most successful healthcare marketing companies because of our relentless commitment to building long-term, high quality relationships with our clients that rely on fair pricing, exceptional customer service and powerful results.
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SEO Generates More Traffic Than All Other Sources Combined
Over 50 percent of all traffic comes from organic search results, while only 10 percent comes from paid ads and a seemingly insignificant 5 percent comes from social media. You read that right… SEO drives more than 10x the traffic of social media! Remember that next time you are up at 2:30 in the morning trying to come up with the perfect Facebook post for your business page!
Organic search even drives over 8x the conversions of outbound marketing. Outbound marketing includes tactics such as email, print, TV and radio.
Not only does it drive more traffic, it also saves you a ton of time and money on outreach as it’s primarily about building your authority on Google.
Dedicated healthcare SEO companies will do all the work for you to optimize your site so that Google boosts your ranking as much as possible.
What About Paid Ads?
Google pay-per-click (PPC) ads are a very popular way to generate new site traffic, but we believe there are inherent disadvantages that make SEO far more useful in most cases. We find that novice marketers can spend quite a bit of money on paid ads thinking that it’s a surefire way to make big money only to be left high and dry with several thousand dollars less. Worst of all is that a failed paid ads campaign does not provide any lasting value like SEO, which we view more as an investment in your website as as asset of your business.
• Search results convert 5.66x better than PPC: People know that just about anybody can run ads nowadays, which significantly lowers their credibility. Showing up at the top of organic search results has the opposite effect on people, convincing them that your brand must be trustworthy to earn such a high spot in the rankings.
• Search results are never shut down by ad blockers: Over 25 percent of people use ad blockers on their devices and this number is steadily increasing. The good news for SEO is that search results will never be blocked and ranking organically will always be a winning solution to boosting your site traffic.
• SEO is an investment in your business: Paid ads either make you money or they don’t. If often takes a long time to build up the skill to conduct profitable ad campaigns. SEO adds value over time as your rankings increase. The money you dedicate towards healthcare marketing companies today will pay you back for years to come.
If you DO decide that you are going to run paid ads, we highly recommend that you check out our page on Identity Resolution Technology. This technology is specifically designed to lower the cost of paid ads by 25-75 percent, training your campaigns to show ads only to the most highly engaged prospects.
Three Main Phases of SEO
SEO goes through three logical phases that build off one another to produce meaningful and measurable results. Phase 1 and 2 take place within Month 1, whereas Phase 3 continues indefinitely for Month 2 and beyond as long as it continues to provide value in the form of ranking improvements or maintance.
PHASE 1 – KEYWORD RESEARCH
Phase 1 of SEO is keyword research. We have no idea what to use as a strategy until we find out what people are actually searching for that is related to your products and services. We start off by requested a list of “starter terms”, or short-tail keywords that are straightforward terms related to your business, products and services or how you do business. We take that list of starter terms and begin analyzing it using a variety of keyword research tools and tactics. The result is a graded list of new long-tail keywords that is organized by opportunity score, which is basically a combination of the term’s unique monthly search volume in relation to how competitive it would be to rank for it.
It doesn’t really matter if a search term has a ton of monthly search volume if it is so competitive that we could never break into the top of Page One within a time frame that would make it meaningful for the client. An example would be trying to rank for a term like “running shoes” when that it what you sell. No doubt there are millions of unique searches for running shoes per month, but the term is also extremely competitive, making the likelihood of getting any of that traffic very low unless we ran a campaign for a long time.
A better strategy is to target several long-tail keywords with lower unique search volume each, but with low enough competition that we have an opportunity to rank. To use the same example, this may be something like “blue trail running shoes for men crossfit”. This term is undoubtedly searched significantly less per month than simply running shoes, but our opportunity to rank here is much higher. When we stack multiple long-tail terms like this and create a strategy to rank for several ones at once, their smaller numbers add up into meaningful monthly volume for your site. And as a bonus, the short-tail terms we really want are usually buried inside them somewhere, like running shoes inside our much longer-tail example. Down the line, as the site grows in authority, there is a chance we can begin ranking for those short-tail terms as well.
PHASE 2 – ON-PAGE OPTIMIZATION
Now that we know what people are really searching for, and we have our list of long-tail search terms that we want to shoot for, the next phase of our SEO campaign is to align your website content with these search terms. That involves going through each page that we are trying to rank and inserting the keywords in a way that is natural and spread with the proper density so as to seem natural and legitimate to Google. As in the example above, sometimes good keywords do NOT sound at all the way people really speak or write, which can make it challenging to integrate them into content. Fortunately, with a little creativity, there is usually a way that it can be done. If you happen to be on a site sometime and think to yourself that that sentence sounded a little unnatural, even though the rest of the article was good, the writer may very well have been making some SEO-based compromises to boost their rankings. After all, it got you there!
PHASE 3 – OFF-PAGE OPTIMIZATION
Now that the website content has been aligned with people’s real monthly searches, it’s time to boost your site’s authority. Google sees it as a good candidate to serve up in search results for the terms you have selected, but there may also be 1,000 other sites that fit the bill as well. The only way to get above those sites is to demonstrate greater authority. There are a variety of ways to do that, included press releases, blog posts, guest posts, high authority backlinks, directory submissions, etc. All of these tactics are intended to spread your site’s influence far and wide across the internet so that when Google analyzes your brand footprint as a whole, it will see that you have been actively promoting reliable information in several different locations. As your backlinks grow, so does your authority. As authority grows, you will begin to rank higher for search terms than competing sites until the point when this trends long enough that Google puts you at the top of Page One for these particular search results. That’s when the magic really happens. For a search term that gets 1,000 unique monthly searches, that’s a good 500 site visitors for you. Start to stack that success with multiple keywords at once and you can see how your position in search results will easily turn into substantial and reliable traffic to your site.
SEO is More Than Just Backlinks
There is so much more to SEO than just backlinks. To be clear, backlinks are a huge part of any effective SEO campaign, but there are literally dozens of factors that must work together to get you to the top of Page One, and backlinks are just one of them.
We use AI-powered keyword research to identify new and undiscovered ranking opportunities. We perform a thorough technical audit of your site that incorporates over 200 different factors to improve on-page SEO. We optimize your site across dozens of social media platforms.
Take a look at our Organic SEO page to learn about all of the different factors that are included in our campaigns.
The Downside of In-House Marketing Teams
The SEO world is vast, and no one person is the best at all parts of a multi-faceted SEO campaign. Some people are excellent at content creation and have the capacity to produce engaging and thought-provoking articles and blog posts quickly and efficiently. Others are uniquely gifted at code, identifying and fixing a whole host of small on-page issues that can result in punishments from Google.
Even one person who is completely committed to your marketing is unlikely to complete all monthly tasks to an exceedingly high level.
The issue is that employing an in-house marketing team to complete your SEO can get expensive fast. The average marketing professional earns $54,000/yr, or $4,500/mo, as indicated by Glassdoor. This number goes up for healthcare, pharma marketers and medical device organizations.
If you hire a 3 person marketing team, that is $13,500/mo for wages alone, excluding payroll taxes, office space, equipment and everything else that comes along with employment contracts.
The Advantage of Dedicated Healthcare SEO Companies
Our team has provided over 7,000 clients with 50,000 rankings. We know what it takes to conduct expert-level healthcare search engine marketing that delivers real results.
Moonraker is comprised of over 50 marketing professionals with a combined 100+ years of experience:
- Dedicated Keyword Research Experts
- Advanced Website Audit Experts
- On-Page Optimization Experts
- Link Analysis Experts
- Link Building Experts
- SEO Strategy Experts
- Social Media Experts
- Content Development Experts
- Marketing Copywriters
- Project Managers
- Account Managers
You get over a century of healthcare online marketing expertise for a fraction of the cost of in-house employees. You could actually run seven Elite Organic SEO campaigns simultaneously (even though you’ll only need one) for less than a 3-person in-house marketing team and our results will be better. There are not too many marketing agencies that can boast such extensive experience and value in the healthcare industry.
Our contracts are month-to-month, meaning you pay for what we’ve done and nothing more. Find that level of understanding from your employees!
Most of our clients recover their investment within the first 6 months. From there on out it’s solid profit, and significantly more of it. We are confident that once you see the results, we will have the pleasure of working with you for a long time.
We encourage you to get in touch today so we can show you what our team of dedicated healthcare search engine marketing consultants can do for your business!
Fill out the form below or Email Us and we’ll respond immediately.