Content Fit to Be King
"I've got more body contouring cases coming in from the site than ever before."- Dr. Hadi Rassael, AnythingCosmetic.com
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”:
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):
"Our new blog strategy helped increase traffic to both my website and my practice."- Dr. Hadi Rassael, AnythingCosmetic.com
“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.
Placing the User Experience in Top Gear
Einstein Medical has teamed with Smile Montreal to create a new site that retains much of the same content (both in English and French), and many of the same aesthetic values, but with an enhanced site architecture and other features that make it easier than ever to put the end user in touch with the information they seek.