SEO SOLUTIONS FOR AN AESTHETIC LASER CENTER WEBSITE | FROM 19 TO 1,000 UNIQUE VISITORS PER MONTH
Our client is a local clinic called 5280 Laser Aesthetics. They have been delivering quality laser treatment and skincare services for the Thornton, CO communities for years. The owner and chief expert, Lori Hruska, has succeeded in gathering a highly professional team. With a relaxing atmosphere and a client-oriented approach, the clinic managed to gain the locals’ trust and loyalty.
Unfortunately, the website for this aesthetic laser center lacked online visibility, so they decided to hire an SEO company to fix that. The choice has been made in favor of the Direct Line Development team, and we managed to solve all the challenges they faced.
At Direct Line Development, we treat all local SEO projects with careful attention to the needs of small businesses like this laser aesthetics clinic. Such local companies work hard in every corner of the country to improve our quality of life, so it’s a real pleasure to make their offerings easily visible for potential customers.
SEO GOALS & OBJECTIVES FOR A LASER AESTHETICS CLINIC PROJECT
- Build a comprehensive keyword map and extend the website structure.
Their old website consisted of several pages only and respectively, it did not provide all the needful information to the visitors. With structure extending, we’ve got the opportunity to add many relevant keywords, allowing better website ranking in search engines. - Achieve top-10 at Google with the existing queries.
It was a disaster at the project start point - the website wouldn’t rank with any keywords. It means that no query would return the website on the first page of Google search results. - Attract more organic traffic to the client’s website.
Average organic traffic before we started implementing our SEO strategy was about only 100 unique users per month. - Get ahead of the competitors in the local searches.
Small businesses with low online visibility in the local search lose dozens of potential customers. 5280 Laser Aesthetics was no exception, and this is where our customized local SEO strategy resulted in higher ranking and revenue.
COMPETITOR ANALYSIS & OUR SEO STRATEGY FOR A LOCAL AESTHETIC LASER CENTER
Competitor analysis at the initial stage of every SEO project is crucial for its successful implementation. Our team performed a comprehensive check on the client’s niche and local laser aesthetics market to build the most effective SEO strategy.
We look into the strengths and weaknesses of our client’s competitors to find out how we can get ahead in the business promotion. Here are some of the most common matters:
- Website structure and on-page SEO: do they give enough information, take care of their content quality and metadata?
- Keyword research: is there any content gap?
- Promotion methods: do they have a Blog and social media pages? If yes, do they add new articles, company news, and other updates regularly?
There is much more to check during competitor analysis; at the same time, our SEO team took time to learn more about our client’s laser aesthetic center in the first place. To get a clear picture of the business, we collect all the vital information, such as:
- A complete list of services provided by the client
- Their service area and locations for a promotion
- Their unique selling points, if any, and much more
Upon the analysis completion, we built a customized SEO strategy with all the gathered data in mind. As a result, we created a list of tasks for the project with timeframes.
LIST OF SEO TASKS TO MEET THE GOALS
OUR SEO TEAM INCREASED THE NUMBER OF MONTHLY SITE VISITORS BY 5000% FOR LASER CENTER
Our combined efforts yielded results in the organiс traffic growth from 19 unique visitors before the project started to 1,000 of them at the present time. Such website traffic drives new paying customers to our client every month.
WEBSITE STRUCTURE REVAMP AND ADDING MORE RELEVANT KEYWORDS TO THE WEBSITE
Thorough niche analysis allowed us to create a comprehensive keyword map and expand the website structure for this laser aesthetic center - this is where you can see the first SEO benefits. New pages provide information about all the offerings available at 5280 Laser Aesthetics, and integrated commercial intent keywords help pages rank in search engines with frequent queries. Instead of several useless pages, the website now works as a commercial tool for their business.
Upon the structure completion and approval, we started writing unique texts for service pages and used queries from the keyword map for them. Subsequently, we achieved much more organic keywords for the website in search results.
DOMAIN AUTHORITY INCREASE WITH A THOUGHTFUL LINK BUILDING STRATEGY
Another important task is improving the website backlink profile. Quality links from trusted resources help raise domain authority and, correspondingly, Google ranking, so this task is vital for online promotion.
We analyzed the links to the competing websites and handpicked the most relevant referring domains - quality matters much more than quantity in such tasks. Additionally, we used our list of reputed resources.
Backlinks were growing gradually - we had to show a steady increase without suspicious-looking high picks. As a result, the referring domain quantity grew from 2 to 102.
WE INCREASED THE NUMBER OF ORGANIC KEYWORDS BY 13 TIMES
We approved the new structure and keyword map with the client to make sure we covered all their offerings and started creating SEO content for the 5280 Laser Aesthetics website. In parallel with adding new texts to the website, we added new queries into the Ahrefs app to track their positions in SERP. Such an approach helps us to assess the promotion effects and adjust the strategy in case we get results that are worse than expected.
Look at the screenshot below to check out the 5280 Laser Aesthetics website in Google SERP.
We achieved strong growth in the number of organic keywords as well - please find the graphs below.
Here is the table with key queries' positions in SERP for those achieving #1-3 lines.
GOOGLE MY BUSINESS OPTIMIZATION: GETTING MORE QUALITY TRAFFIC TO THE WEBSITE
Google My Business is a highly efficient tool to promote local companies online - and of course, our SEO team used it for this aesthetic laser center website. We optimized their account, and it didn’t take long to see the first results. Now, 5280 Laser Aesthetics is in the Google Local 3-Pack, which brings them quality traffic and many new leads.
If you want to take full advantage of your Google My Business account, do not neglect to ask your clients for a review. A list of satisfied customers providing honest opinions will increase trust in your local business. Even negative comments can be beneficial if you take time to write a polite answer, look into your customer’s problem, and suggest ways to solve the issue. It is your go-to method to prove that you actually care about your clients’ needs even after you’ve got paid.
GETTING TOTAL CONTROL OVER THE WEBSITE TECHNICAL PART
We keep tracking the website performance indicators after the launch and can guarantee everything works like a Swiss watch.
Efficient SEO in 2021 is impossible without mobile optimization, especially for businesses like aesthetic laser companies. Potential customers of local businesses use smartphones to find and contact local companies, so if your website is not optimized for mobile, you will lose clients. Speaking about this project particularly, 70 % of their website visitors use mobile devices.
We use Google Search Console to track many website ranking parameters, including total clicks and total impressions numbers. The screenshots below display our progress in the last 12 months.
CLOSING THOUGHTS
As you can see, this project was successful, and we expect further improvements in SEO metrics at the 5280 Laser Aesthetics website. It keeps getting more and more visitors, bringing new leads and sales to our client, which, in its turn, means they made a good investment in SEO with Direct Line Development. Our expert team is working hard to help local businesses grow and flourish!
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