Case Study #1 – Dr. Wade Barker, Bariatric Surgeon

Product History

Dr. Wade N. Barker began working with Einstein Medical in 2004. At the start of his search engine marketing campaign, Dr. Barker secured a Bariatric Surgery listing on DocShop.com for the Dallas, Texas area. He followed up this initial investment by purchasing a customized 5-page website, which was released live in March 2005. Later that year, Dr. Barker decided to expand his marketing campaign by adding Traditional SEO to his website, targeting high traffic bariatric surgery keywords paired with "Dallas" and "Texas" locations. The optimized version of drwbarker.com was released live and submitted to the search engines in September 2005.

A year into Einstein's SEO campaign for drwbarker.com, the website experienced a significant increase in organic performance on the search engines, particularly on Google™. From October 2006 to the present, drwbarker.com has maintained or exceeded 90 percent SEO keyword efficiency on the major search engines. The statistics relating to website visits, keyword positioning, and website contacts all continue to show positive trends.

This year, Dr. Barker has made several investments in Einstein products to attract new visitor traffic and maintain his website's high visibility on the search engines. In May 2007, Dr. Barker purchased a "patient testimonials" page and also added Einstein's Call Stats Package to the website to track phone calls received from website visitors. Dr. Barker's most recent purchase of a Video Website in June 2007 came just a month after Google™ released its new "Universal Search" function. As part of the Platinum Video Package, drwbarker.com will be upgraded to an interactive Video Website featuring customized patient intake forms, Video SEO, and a new "Click-to-Call" function.

Product Timeline

November 2004: DocShop listing purchased
March 2005: 5-page customized website, released live
September 2005: Advanced SEO for drwbarker.com released
March 2006: E-Store added to drwbarker.com
May 2007: Additional page added to drwbarker.com
May 2007: Call Stats added to website
June 2007: Video Website (Platinum Package) purchased

Search Engine Marketing Results

SEO Keyword Rankings

The Traditional SEO keyword list for drwbarker.com includes bariatric surgery terms paired with competitive " Dallas" and " Texas" location qualifiers. Following the launch of SEO in September 2005, the percentage of those targeted keywords ranking on the first three results pages of the major search engines improved as follows:

SEO Efficiency Total increased from 10.42 percent to 100 percent.
SEO Efficiency on Google™ increased from 0 percent to 100 percent.
SEO Efficiency on Yahoo!® increased from 31.25 percent to 100 percent.
SEO Efficiency on MSN® increased from 0 percent to 100 percent.

Website Visits

Since Traditional SEO was released in September 2005, visits to drwbarker.com have increased significantly. In the first six months of 2007 alone, the website received more than 44,000 visits. To maintain steady sources of traffic, Dr. Barker has also complemented his organic SEO campaign with Pay-Per-Click services.

From September 2005 to June 2007, visits to the website per month increased as follows:

Overall visits per month increased from 485 to 8,690.
Total visits per month using keywords increased from 36 to 1,503.
Monthly visits from Google™ users increased from 1 to 1,104.
Monthly visits from Yahoo!® users increased from 44 to 204.
Monthly visits from MSN® users increased from 0 to 103.

DocShop Visits

Since the DocShop directory listing for drwbarker.com was purchased in 2004, website stats have shown the following increases:

Traffic resulting from the DocShop listing increased from 39 visitors in December 2004 to 79 visitors in June 2007.
In nearly three years, drwbarker.com has received more than 2,500 targeted website visits from the DocShop Directory.

Website Contacts

Since Dr. Barker began his search engine marketing campaign with Einstein Medical, we have been tracking the number of emails received through his website each month. Dr. Barker's monthly email contacts have been on an upward trend since release of SEO, but visitor conversion has increased significantly starting in 2007.

Conversion statistics demonstrate the following:

Email contacts increased from 27 in September 2005 to 207 in June 2007.
Since the launch of SEO, the practice has received an average of 91 valid emails per month.
In a two-month period after Call Tracking was activated, the practice received more than 500 phone calls from website visits.
Overall, Dr. Barker has received more than 2,000 contacts from the website.

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