DENTAL SEO CASE STUDY
Shady Grove Pediatric Dentistry
DR. BANA BALL
“I’m getting so many new patients from Google that I’m hiring a new hygienist!”
INCREASE IN PHONE CALLS
INCREASE IN WEBSITE VISITORS
INCREASE IN MONTHLY MAPS IMPRESSIONS
INCREASE IN REVENUE
Why Dr. Ball Chose My Social Practice For Search Engine Optimization
Dr. Bana Ball at Shady Grove Pediatric Dentistry wanted to grow her practice by finding new local patients through a search marketing strategy.
Before working with My Social Practice, Dr. Ball had never optimized her Google Business Profile. She had done some of her website optimization and worked with other dental marketing companies but had yet to find a result she was satisfied with.
She was looking for a dental SEO strategy that would be inexpensive and effective to keep her new patient acquisition costs low. She thought optimizing her Google maps listing was an exciting opportunity since she also uses Google maps to find local businesses.
After a few months into the study, Adrian Lefler, Co-Founder of My Social Practice, spoke with Dr. Ball and recorded the call. Check out, in her own words, how she felt about the results of our local search marketing service!
Dental SEO for Google Maps
Google Maps SEO, is a dental SEO service that focuses on increasing phone calls directly from Google maps search results.
Studies have shown that approximately 2/3rds of dental patients find a new dentist in the Google map rather than in the organic search results.
Studies have also shown that more than 50% of all website visitors are on a mobile device and many use the Google maps app to find local businesses. This means that potential patients are completely skipping traditional Google search and going straight to the map to find results.
Understanding A Google Maps Ranking Report
To understand our case study, you must first understand our ranking reports. These reports determine where a practice would rank in the Google map depending on the location a person is searching from. If a practice ranks in the top 3 for a particular area, the node will be green.
The goal is to “go green”, which means you have the many green nodes showing you rank on the first page of the Google map.
When 92% of people searching for a local business do not look past the first page, having more green nodes is a big deal. If you rank well in maps you get new patient phone calls, if you don’t rank well, you won’t.
This example shows the position a practice would rank on the Google Map if someone were to search the word “dentist”, in a particular area. The nodes are separated a half mile from each other, giving the size of the map a 3.5 mile to 4.0 mile radius. As you can see, for the woman standing closer to the practice, the ranking is “2”, and for the man standing further from the practice, the ranking is “13”.
Helping Dr. Ball “Go Green”!
Dr. Ball had never heard about this type of optimization but she did know that most of her community looked for local businesses using the Google map and so she agreed to be included in the case study.
The test was to see if we could increase Dr. Ball’s new patient phone calls by helping her get found more often directly from Google maps!
Where We Started
21 green first page rankings
When My Social Practice first started working with Shady Grove Pediatric Dentistry, their local search results were sub-par. We began focusing on the top 5 phrases that potential patients would search when looking for a pediatric dentist. These five phrases comprise approximately 70-80% of all pediatric searched keywords. Here is the list:
- Pediatric Dentist
- Children’s Dentist
- Dentist for kids
- Infant Dentistry
- Best pediatric Dentist
The initial local search grid report (shown above) for Dr. Ball uncovered that her practice was not showing up in their immediate area for many of the pediatric keywords. This particular grid is for her main keyword ‘pediatric dentist’, and as you can see she’s not ranking very well.
Half Way Through
43 green first page rankings
After a few months of the Google Maps SEO service we began to see results.
The shifting of the colored nodes from a random pattern to more of a condensed and centered pattern is part of the dental local search marketing process. As you begin to do the optimization, Google recognizes the practice as being more relevant for dental searches in that area. The circular pattern is typical of what happens in the beginning with Maps SEO.
A recent ADA article says that a little over 80% of all dental patients come from a 3 mile radius around the practice. Even if that data isn’t completely correct, we can’t imagine it being too far off, which is why ranking on the first page in a 3 mile radius should be a big win for any dental SEO campaign.
Where We Ended
114 green first page rankings
At the end of the Google maps optimization this is what Dr. Ball’s report looked like. As you can see the green nodes have expanded in a circular pattern and she’s ranking in about a 3 mile radius for the keyword ‘pediatric dentist’.
Above the dental local search marketing report is telling us, is that for about 1.5 miles North and West of her practice, and about 2 – 2.5 miles to the East and South, her practice is ranking on the first page of Google maps.
After working with hundreds of practices on this type of optimization we’ve found that every grid report and optimization is a little bit different. Factors like, competition, geographical limits like mountain ranges and parks, density of population, the keywords that we’re optimizing for, all have an effect on how the grid report looks over time.
Dental SEO Case Study Results
This SEO for dentists case study spanned several months. When comparing the the last 6 months data from the case study against the 6 months prior to starting in the study, we find these results:
- Organic search impressions: 18,380, 265% increase.
- Google maps impressions: 12,630, 250% increase.
- Clicks from Google maps to website: 925, 223% increase.
- Phone calls from Google maps: 373 calls, 230% increase.
- Increased revenue: $12,682*
What are organic search impressions? This is how many times Dr. Ball’s website showed up in the organic section of Google search results. These are the results below the map. So, even though we were not optimizing for that location we found that there was definitely some transference benefit.
*Estimation on increased revenue. Calculated at a 9% schedule rate of new phone calls and $671 per new patient.