Content Fit to Be King

When it comes to Internet marketing, Content Is King – but that doesn’t mean that all content is worthy of wearing the crown. To be effective, website content must be timely, relevant, and comprehensive. Realizing this, cosmetic surgeon Hadi Rassael launched a new website with twelve pages of freshly developed content in 2010.

The site performed well, but Dr. Rassael eventually became eager to kick his marketing strategy up a few notches. So in 2013, he challenged Einstein Medical to increase traffic to his website. Our solution was to augment his quality content with even more quality content through regular blogging. The result? A dramatic increase in organic traffic in just six months.

The Challenge: Ramp Up Organic Traffic

In 1994, Dr. Rassael graduated from the New York College of Osteopathic Medicine. During his post-graduate training, he discovered that he had a passion for facial and body contouring surgery. In following that passion, he established himself as one of the premier cosmetic surgeons in the Washington, D.C. area.

When the time came to develop content for his new website, Dr. Rassael wanted to emphasize body contouring in particular, so he requested that we devote four pages to procedures such as abdominoplasty and liposuction. Three years later, when he challenged us to increase traffic to his site, he once again asked us to focus on body contouring terms first and foremost.

The Solution: A Dose of “TRC” through Regular Blogging

As a true master of procedures designed to enhance the silhouette, Dr. Rassael was seeking to increase the number of abdominoplasty, liposuction, and fat transfer cases coming in through his website. Not only did he enjoy performing these procedures, but they constituted a vital chunk of his practice revenue.

In this case, regular blogging represented a potentially ideal solution. A series of blog posts targeting topics that had been only touched upon in the content of the primary site would inject the site with a needed dose of “TRC”:

TopRank (2010)¹

• Timeliness: As opposed to adding a batch of new pages to the site all at once, regular blogging would allow Dr. Rassael to deploy fresh content at regular intervals over time. This would send a strong signal to Google that the site was continually being updated with new information. According to HubSpot, companies that blog have 434 percent more pages indexed by search engines on average.

• Relevance: The blog posts would allow prospective patients a deeper view of the procedures in which they were interested, solidifying Dr. Rassael’s reputation as a knowledgeable expert on body contouring and instilling confidence and trust in readers. A study published by BlogHer found that 81 percent of online consumers in the U.S. trust information they read in blogs.
• Comprehensiveness: Dr. Rassael wouldn’t simply be adding content to his site; rather, he would be complementing his existing content by blogging on niche topics, essentially fleshing out his primary pages and dramatically improving the site’s odds of being found for both competitive terms and long-tail searches. Per the results of a survey conducted by Top Rank Blog, 87.4 percent of respondents “successfully increased measurable SEO objectives as a direct result of blogging.”

BlogHer (2013)²

We proposed to Dr. Rassael that he launch six blog posts in the first month of his new strategy and add at least two new posts a month thereafter. 

The Result: More Traffic, More Leads, More Patients

In March 2013, Dr. Rassael started blogging regularly. Topics such as Tummy Tuck Prices and Financing, Liposuction Aftercare, and Liposuction Side Effects were selected through careful review of consumer search trends.

The results of this strategy exceeded even our expectations. During the first six months (Mar-Aug 2013), non-paid search traffic to his site exploded compared to the previous six-month period (Aug 2012-Feb 2013):

• Website visits increased 75.43%
• Unique visitors to the site increased 64.50%
• Page views increased 87.30%
• Keyword traffic increased for liposuction (1,153.85%), tummy (299%), and abdominoplasty (117.39%)
• Traffic for all unique keywords increased 201%

“The results of the blog strategy have been amazing,” said Dr. Rassael. “I’ve got more body contouring cases coming in from the site than ever before. Einstein Medical steered me in the absolute right direction.”

¹ "Survey Results: Impact of Blogging on Search Engine Optimization." TopRank. 2013-01-01. Retrieved 2013-10-08.
² ”Women and Social Media in 2012." BlogHer.com. 2012-03-12. Retrieved 2013-10-08.

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