case study

How Medaesthetics Achieved 10x Organic Search Revenue: The Must-Read Case Study

Medaesthetics was an average cosmetic clinic in Perth become one of the biggest players in the cosmetics industry in all of Western Australia. Discover how we made it happen with proven SEO strategies that skyrocketed their reputation and results.

You've probably seen the clickbait headlines such as "SEO is dead". Truth is, this channel is far from over and done. Today's most successful companies are leveraging SEO to turn search engine rankings into revenue

The secret is that traditional SEO is dead and modern SEO has evolved. 

Stuffing your site with keywords, building massive backlinks using “questionable” methods, and basically everything SEO practitioners used to do to “trick” Google’s algorithm no longer work.

And yes, this actually is 100% true.

From day 1, Google’s entire focus has been on giving the searcher the best experience possible.

It wasn’t until recently though, that Google was finally able to develop its algorithms and its artificial intelligence to the point where it could stop rewarding “hacks” and shady practices with unearned top rankings… and began to actually punish those trying to rig the system.

But there is always an opportunity in every challenge.

The few of us who have always stuck to quality and who have focused the long-term results for our clients have seen our results skyrocket.

 

The Real Pros Can Still Get Massive Results

Despite what all the supposed “experts” who are clamouring for attention might claim, here at Online Marketing Gurus, we have been able to consistently achieve extraordinary results for our clients with our SEO and PPC work.

And in this in-depth Case Study, we’re going to let you peek behind the curtain so that you can discover the proven SEO practices that actually get results in 2018... and learn exactly how we were able to help Medaesthetics:

  • Increase their monthly website visitors (traffic) from 354 to 11,000—an over 2000% boost at over 2% conversion rate
  • Increase their amount of monthly qualified inquiries (inbound phone leads were by far the highest converting) from less than 20 to over 200; even during “slow” months
  • Went from ranking for 0 keywords on the 1st page to over 140
  • Experience a 10,000% increase in organic search revenues (this may sound incredible... but such is the power of SEO done right!)
  • Achieve a 20:1 ROI metric on their investments in SEO services vs. revenues generated
  • Over 397 Google Rankings in 18 months, up from 3
  • Over 200 organic leads/conversions per month, up from 0
  • Top ranking on key competitive terms: "botox", "liposuction", "breast augmentation perth", "tattoo removal"

 

So if you own an offline brick and mortar business, or if you own an online business and you’re ready to watch it grow…

If you’ve had bad experience after bad experience with short-sighted SEO “experts” whose tactics damaged your rankings and traffic after a Google update…

If you’re tired about getting reports from all your “rankings” but seeing no significant increase in traffic and sales (the only things that matter)...

You’re about to discover our proven approach, strategies, and best practices to SEO that consistently help our clients double, triple, 5x, and even 10x their revenues… and also consistently result in ROIs from 3:1 all the way up to 30:1 (see proof here).

So congratulations on deciding to invest a few minutes in reading this case study.

Whether you use what you learn as a set of guidelines by which you can judge the quality of all your future SEO providers, run with it and implement it yourself, or do what we consider to be the smartest choice—decide to let our team of highly skilled and experienced professionals do all the work for you…

The few minutes you’ll invest in reading this case study will prove to be immensely profitable for you.

 

Medaesthetics: The Backstory

Medaesthetics is a now renowned Australian Plastic and Cosmetic Surgery, which focuses on providing services from Liposuction to Anti Wrinkle Injections.

They first reached out to us in January 2013, looking for a way to break through the “glass ceiling” that had kept them stuck in their place.

They were getting a decent amount of enquiries, so their business was making enough sales to cover bills and payroll, but the owner Dr Ehsan Jadoon, of course, wanted more.

So, just like we do with all of our clients, we set up a complimentary 100% confidential site assessment in which we:

  • Defined their current situation (what their current strategies were and what results they were producing, what they were doing well, what could be improved, what assets they had and how they were leveraging them, etc.)
  • Clearly define their goals and objectives (clarify what they wanted to accomplish both overall as business and through their SEO strategy)
  • Carefully crafted a custom-tailored strategy to help them correct and improve what they were doing, so that they could reach their goals in record-setting time

 

Here’s What We Found...

Like most businesses, Medaesthetics had hired supposed “experts” to help them build their one website and rank it on Google for their relevant terms.

Unfortunately, most of these “experts” knowledge is based on blog posts, articles, and a couple of online courses from aggressive marketers who promise quick results from using questionable tactics.

So as you could have guessed, we found several opportunities for improvement during their complimentary confidential site assessment.

We categorised them in 6 key areas.

We highly suggest you take note of these common SEO mistakes and make sure you fix them ASAP if you’re doing any of them in your business:

 

1. They were trying to rank using keyword-stuffing in their pages

This DOESN’T WORK anymore and it can actually HURT your rankings.

Before Google cracked down on people trying to cheat their engines, short-sighted SEO “experts” were seeing increases in page rankings by loading their pages with dozens of keywords that were invisible to the viewer (but Google bots still registered)— a.k.a. keyword stuffing.

But a few years ago, Google introduced something called Latent Semantic Indexing (LSI) to their algorithms, and it completely changed the game.

LSI is a mathematical method used to determine the relationship between terms and concepts in content. In plain English, it’s a program that looks for synonyms related to the title of your page.

For example, if the title of your page was “Classic Cars”, the search engine would expect to find words relating to that subject in the content of the page as well, i.e. “collectors”, “automobile”, “Bentley”, “Austin”, and “car auctions”.

If your page contains synonyms, the search engine recognises that your page is actually about the subject title and will place greater importance on (and give better rankings to) your page.

And if you’re still trying to trick the system by stuffing keywords in your pages, LSI will hurt your rankings quite harshly.

So, go fix your pages right now if they need it—or reach out to us and let us help you get this and your entire SEO strategy right on point.

 

2. Their site structure was unoptimised for SEO, and navigation was hard for visitors

Your site’s architecture (the way pages are linked together) should be a key part of your business planning.

Yet, all too often, website structure is left to website designers to figure out.

Most web designers are very creative, have great ideas, and usually produce beautiful looking websites...

But, very few web designers have a good knowledge of SEO, so what we often find is that those beautiful websites don’t see much traffic.

Chances are that your unoptimised website will become a very lonely place.

A messy site structure has two main drawbacks.

The first is that it's hard for search engines to find and rank your best and most profitable pages.

The second and most important one is usability—helping users find what they want quickly (with as few clicks as possible).

A messy site structure that makes it hard for users to find what they want, will result in most of them leaving sooner than you want.

This impacts you in two ways: the obvious one being that people who leave won’t buy from you, and the second one is related to Google measuring the average time spent on your pages to determine their relevancy—and thus their rank.

 

3. Their site loaded very slowly

Google has indicated that site speed is one of the key signals used by its algorithm to rank pages.

In addition, a slow page speed means that search engines can “crawl” (analyse with their bots) fewer pages, and this has a negative effect on the number of your pages that Google will be able to “index” (have shown on its search engine).

Page speed is also very important to user experience. Pages with a longer load time tend to have higher bounce rates (percentage of people that leave your site after only one page) and lower average time on page.

This means that fewer people will buy from you or leave you their details to ask for more information, and consequently, Google will give your site less relevance because visitors are leaving quickly.

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4. Their website was not mobile responsive

This is HUGE. If you do nothing else after reading this Case Study, please make sure your website is mobile responsive.

With over 50% of all Internet traffic being mobile, being mobile optimised is absolutely key for any business; and not just for SEO purposes but for business in general.

Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead.

You are leaving a lot of money on the table if your website is not mobile optimised, and of course, a website being mobile optimised or not is a heavy factor for Google’s ranking system, especially for mobile searches.

 

5. Their site had filler and duplicate pages

This old SEO paradigm tactic NO LONGER WORKS!

Before Google’s anti-trickster updates hit the SEO industry, keyword-stuffing “experts” used to find relative (short term) success by pumping out hundreds of pieces of low-quality content.

This used to trick the search engines into giving pages high rankings, but now it is completely detrimental to your SEO efforts.

Duplicate pages and thin content (content of no real use to the searcher) will hurt your rankings, and your site can be demoted or even completely filtered out of search results.

Stuffing a few keywords in a crappy article written by a spinner (a software that rewrites texts) or cheap freelancers is simply no longer a good idea.

If you’ve been guilty of this in the past don’t worry, find and eliminate your duplicate or thin content and start investing more time and resources into quality content capable of keeping your visitors engaged—and of compelling them to take the next step.

Or, you know... Just schedule your complimentary website audit and let our team of highly skilled experts handle this for you.

 

6. Their SEO strategy was focused only on trying to rank for broad keywords

There’s something “sexy” about keywords that get massive monthly search volumes.

Don’t get us wrong though, we’re not saying that you shouldn’t be aiming to rank for these broad, high traffic keywords.

But there’s a very important thing you must keep in mind before committing your resources to such lofty goals:

High volume searches tend to be either very competitive or composed of searchers with low buying intent.

Think about it: if you google the word “sofa” (a very broad keyword, sometimes referred to as a “head term”), what are the chances you’re going to end up clicking through to a sale? But if you google “elm wood veneer day-bed” you know exactly what you’re looking for and you’re probably prepared to pay for it then and there.

And unless you’re a big, established company with a big reputation and budget, chances are your pages are never going to appear near the top of an organic search for “furniture” because there’s just too much competition.

 

The solution?

Yes, strive to rank for broad, big volume terms—but let that be your long-term goal.

To get much better results, better ROI, and actually increase your sales, focus your efforts on long-tail keywords: longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase.

Obviously, you’re going to draw less traffic with a long-tail keyword than you would with a more common one, but the traffic you do draw will be better: more focused, more committed, and more desirous of your services.

The following graph will help you understand this:

Screen-Shot-2018-06-21-at-10.56.43-am-1024x646

 

Important fact:

The “very competitive” keyword phrases, in reality, account for a surprisingly small percentage of all searches—about 10-15%.

Another 15-20% of searches come from mid-length keywords, meaning that roughly 70% of pageviews are the direct result of—that’s right–long-tailed keywords.

Now, managing long-tail keywords is simply a matter of establishing better lines of communication between your business and the customers who are already out there, actively shopping for what you provide.

Once you find out exactly what they’re looking for, and how they’re looking for it, you can focus your resources on going after the keywords that will bring you the highest ROI and the biggest increase in revenues.

Or you know… You could just schedule your complimentary website audit and let our team of highly skilled experts handle this for you.

 

It Was Time To Get To Work...

And give our client the mindblowing ROI and massive boost in sales they deserved!

During our call with Medaesthetics, we got all the info we needed to craft a custom-tailored SEO strategy that would help them achieve their business goals in record-setting time.

We based the strategy for Medaesthetics on 4 main things (just like we do with all our clients):

 

1. The client’s assets

All businesses have valuable assets that can be taken full advantage of when using the right strategy.

Medaesthetics, for example, was so relevant in their industry already that they actually managed to rank in the low top spots for broad terms—despite the many errors in their SEO strategy.

They were, however, not receiving anywhere near the amount of qualified traffic and visibility for their main services.

Remember we went over how their website structure was not optimised for SEO and how it was hard for visitors to find what they wanted?

Well, this had a big detrimental impact on their ability to leverage their relevance in their industry (one of their biggest assets).

Thankfully, Medaesthetics made the smart choice and hired us to take over their SEO strategy, and we helped them make the most out of this and many other neglected assets.

 

2. The client’s goals

Before we develop a strategy, we have to be in perfect synch with the client’s goals and objectives.

We are here to help you get where you want to go.

 

3. Detailed keyword research

To develop a winning SEO strategy, we must take into consideration your assets, your goals and what's going on in the marketplace.

In our call with Medaesthetics, they told us that the package they felt most confident in was their liposuction-related terms.

But, after researching related terms, we wanted to go after more than just liposuction; where botox and mole removal became targets.

This is strategy was a huge success—but we’ll tell you more about it in a bit.

 

4. Proven strategies that work NOW

There are a lot of advantages when choosing an established SEO company over so-called “experts”—that are willing to do the job for peanuts.

The biggest one?

We will only implement strategies that are proven to work... and that work right now.

With over 1,000 businesses served, we’re not going to be trying out stuff we just learned from a $7 eBook…

But only the very best, most effective SEO practices and strategies that are guaranteed to take your business to the next level.

Our gurus know their stuff. They’ll be your most powerful online marketing weapon!

 

The Breakdown Of Our Winning SEO Strategy

After a day’s work, we presented our strategy to Medaesthetics in a second call.

We take pride in our team’s professionalism, so we know that even if the client had chosen to do the work themselves, the insights and strategies we shared with them would have still completely transformed their businesses.

But they made the smart choice, and chose to let our team of highly skilled SEO experts do the work for them.

The strategy we implemented consisted of 3 main steps:

 

1. Optimising the user experience

After creating a strategic plan and prioritising the products and packages that made the most money for our clients, as well as the keywords that were searched the most, we completely revamped the site structure and optimised both for SEO and for the smoothest user experience.

We completely transformed the site to make it look beautiful, professional, and easy for the user to find what they needed.

Our team of skilled writers, designers, and website developers got to work on creating great content.

And we’re talking GREAT content here: relevant, informative and engaging.

This had an immediate impact on bounce rates and average time spent on page: bounce rates were reduced by 175% and the average time spent on-page was increased by 340%!

 

2. On-page technical work:

First things first, we had to make sure the on-page SEO basics were correctly in place: title tags, header tags, meta descriptions, alt tags, and filenames all must be in line with your overarching keyword strategy.

The second step was updating all their pages to guarantee they looked great on mobile.

Mobile traffic is not only the future but the present, and your site must be mobile optimised for you to win the SEO (and the online business) game!

Then, our tech-wiz team dove in to implement the necessary measures to increase their site’s loading speed by 450%—Google loves speed, and so should you!

The fourth step took us a while to get done because their site had a ton of thin and duplicate content, but we got rid of it all and had our team of skilled writers, designers, and website developers create great content to take its place.

The new content followed the Latent Semantic Indexing (LSI) guidelines to a T! PRO TIP: Make sure you block your website from crawlers when you’re building/revamping it… you don't want to get penalised by Google while your website is under maintenance.

You can do this by visiting your robots.txt file and making a series of changes.

Or, you can rely on a team of real experts so you can drop all worries, sit back, relax, and watch your business grow through the power of SEO.

 

3. Focusing on organic search conversions

Contrary to most SEO “experts” and even other SEO agencies, our focus is NOT on solely on how well you’re ranking for a set of keywords.

Our strategy is 100% focused on getting you more traffic, more leads, and more sales.

We will design your SEO strategy based on what keywords will be the most profitable for you.

Your sites will be optimised to rank for these keywords and to effortlessly guide your visitors from one step to the next—all the way from the first contact to sale.

For Medaesthetics, this meant creating a new website completely optimised for their most profitable and most searched-for line of business: Botox in Perth.

This new site was a complete game changer for Medaesthetics. In just months they reported a 1000% increase in monthly sales from their Anti Wrinkle Injections page.

We have now replicated this success across to their other services such as Liposuction, Lip Fillers, and Mole Removal pages.

But it was the combination of these 3 steps that completely transformed Medaesthetics, and took them to a whole new level:

The results were business-transforming.

Our proven SEO practices and strategies, implemented by our team of world-class experts, were able to help Medaesthetics:

  • Increase their monthly website visitors (traffic) from 354 to 11,000—an over 2000% boost at over 2% conversion rate
  • Increase their amount of monthly qualified inquiries (inbound phone leads were by far the highest converting) from less than 20 to over 200; even during “slow” months
  • Went from ranking for 0 keywords on the 1st page to over 140
  • Experience a 10,000% increase in organic search revenues (this may sound incredible... but such is the power of SEO done right!)
  • Achieve a 20:1 ROI metric on their investments in SEO services vs. revenues generated
  • Over 397 Google Rankings in 18 months, up from 3
  • Over 200 organic leads/conversions per month, up from 0
  • Top ranking on key competitive terms: "botox", "liposuction", "breast augmentation perth", "tattoo removal"

 

And if you’re ready to take your business to the next level... we can help you achieve tremendous results too:

 

Let us help you make 10x your traffic, lead, and sales through the power of masterful SEO!

Here’s what to do next:

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