Decade-long partnership yields 7x results for dermatologist

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.

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.