SEO + Content Case Study

Decade-long partnership yields 7x results for dermatologist

Fall 2019 marked the 10th year of our SEO and Paid Media engagement with Advanced Dermatology. Through shifting digital and business landscapes, we’ve improved the visibility and authority of Advanced Dermatology’s website, helped grow their business and maintained a strong partnership along the way.

10 Year Results

  • 716%

    increase in organic traffic

  • 700%

    increase in paid conversions

The Client:

Advanced Dermatology is a dermatology practice with two locations in the suburbs of Chicago, Illinois. Its physicians offer the latest innovations in cosmetic and dermatological skincare treatments and procedures.

The Objective:

Develop a comprehensive digital strategy, from scratch, for both SEO and PPC. Adapt and evolve strategy continuously over 10+ years to accommodate new technologies, platforms, and industry best-practices.

SEO Strategy

Adapt to changing digital landscape to continually audit and optimize website for maximum visibility in search


    The Problem

  • After parting ways with their previous digital marketing partner nearly 10 years ago, Advanced Dermatology had to start from the ground up. From an organic standpoint, their website had very little visibility. They wanted to appear in more search results for dermatology-related keywords, and for searches relating to the brands they sell, services they offer, and symptoms they diagnose and treat.


    The Solution

  • We developed a robust SEO strategy to optimize Advanced Dermatology’s website and boost their authority and rankings to provide greater visibility to potential clients. The search landscape has changed dramatically over the last decade and we worked collaboratively to adapt to those changes while maintaining best practices through the construction of robust site architectures.

    We triumphed through Google’s infamous Panda and Penguin updates, we saw map results go from 10-packs to 3-packs, and we fondly remember the ads on the right side of the search results. Throughout our partnership, the goal has been singular—to reach more customers online.


    Why it Matters

  • Our strategy in the early years was driven by citation building and directory link building, alongside revisions of the website’s technical architecture and keyword strategy to focus on procedures, symptoms, and cures. We dominated the local market for many years, but as the competitive landscape changed and the customer buying journey changed, we had to adjust. We’ve since adapted to myriad changes within Google and have pivoted to data journalism and digital PR for our link building efforts. Every few years we’ve assisted with technical migrations to new websites while maintaining the core architecture developed in the beginning.

PPC Strategy

Target relevant audiences on new platforms as they evolved


    The Problem

  • We started Advanced Dermatology’s analytics accounts from scratch and watched their business grow through consistent paid media strategy. As new platforms for pay-per-click advertisements and new opportunities arose (e.g. Facebook and other paid social offerings) we needed to constantly adjust our approach.


    The Solution

  • We strategically targeted individuals likely to become patients or clients, based on demographics information, location data, and keyword searches. As technology and platforms evolved, we continuously adjusted strategy to better identify where their potential customers were searching. Then we worked to connect Advanced Dermatology’s messaging to those audiences on the appropriate platforms.


    Why it Matters

  • Over our 10-year engagement, Advanced Dermatology saw a steady and dramatic increase in the number of users seeing the advertisements and expressing interest by clicking through to their website.

Our Journey

  • 3

    website migrations

  • 2

    Google algorithm updates

  • 2

    brick-and-mortar locations

We earned Advanced Dermatology linking brand mentions and quotes in major beauty and health publications including Prevention, POPSUGAR, Glamour, and Bustle, among others. Our established relationships with reporters and editors established Dr. Amy Taub and others at the practice as go-to dermatologists for quotes.


Between the start of our engagement and it’s ten year anniversary, Advanced Dermatology saw a 716% increase in overall organic traffic, a 249% increase in traffic stemming from paid ads, and a 700% increase in conversions via their PPC strategy.

We produced original research and content pieces which earned Advanced Dermatology 100+ linking placements, including expert quotes in some of the nation’s leading publications.

Our strategies have continually evolved to adapt to the times, and in recent years, they’ve produced some of Advanced Dermatology’s best results yet.


Increase in keywords ranking on pages 1-10 of Google.

Between 2015 and 2018, Advanced Dermatology’s visibility for competitive keywords steadily increased. This boost resulted in a 26% increase in contact form completions, and a 67% increase in organic traffic.

This chart illustrates year end total web traffic to Advanced Dermatology’s website between 2010 and year end 2018.


Increase in calls directed to their business since September 2018

Our team tracks organic calls made through Advanced Dermatology’s website, calls stemming from the phone number displayed on paid ads, and those derived from their Google local listings. As an increasing number of consumers shift to mobile, we’ve noticed an increase in calls originating from their Google local listings.

Our SEO analysts worked with Advanced Dermatology to optimize their local listings so that they appear in the greatest number of relevant searches. As a result of these optimizations by our SEO and PPC teams, we’ve seen a steady increase in total calls made.

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Lyndsey Maddox

Chief Executive Officer

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