Case Study
Transforming Online Visibility with Vibrant Med Spa
Client
Industry
Health and Wellness
Website
Year
2020
Services
SEO, Digital Marketing
Client Problem
Vibrant MedSpa faced significant challenges in boosting their online visibility and user engagement. Despite having a functional website, they encountered numerous technical issues and underperforming content that prevented them from ranking effectively in search engines and drawing in a larger audience.
Strategy Overview and Execution
Hot Dog Marketing was tasked with devising a long-term advertising and content strategy aimed at enhancing website traffic, improving search engine rankings, and elevating brand awareness for Vibrant MedSpa that worked within their current budget.
Comprehensive Search Engine Optimization and Content Strategy
Finding the Root of Poor Search Engine Performance
The team started the project by conducting detailed site audits to pinpoint the existing issues. After Hot Dog Marketing completed its audit, we presented these findings to the client with an action plan to resolve these issues.
This process led to the identification and resolution of 1,014 site issues, including 30 critical errors, 744 warnings, and 240 notices.
Content Enhancement and Expansion
Recognizing the importance of content in establishing trust with an audience, we aimed to enhance existing web pages and introduce new ones tailored to specific services. The strategy involved:
Lengthening content on key service pages
Pages such as Injectables, Fillers, and Cosmetic Neurotoxins to better explain their benefits and address frequently asked questions.
This helps position Vibrant as an expert (E-E-A-T standards from Google), in short, does this content accurately position this business as an expert in their topic? Is this content a reliable, trustworthy source?
Using these page and subpage structure to inform new page set-up
Once we set up a user-friendly path of information, we adhered to this structure for all new service pages on the website. In 2023, we added pages for Injectables Contour, Hair Loss Treatment, and Lamprobe.
This helped establish success pages from the start with:
Establish Calls-to-Action (CTAs)
With the new content better articulating the benefits of each service, our team also added more relevant calls-to-action (CTAs) to encourage appointment bookings.
Technical SEO and User Experience Improvements
By addressing technical SEO issues and continuously updating the website’s content, we reinforced the site’s authority with search engines, positioning the brand as a credible expert in the health and wellness industry in Round Rock, TX.
Outcome
The execution of these strategies led to a significant improvement in website performance:
Number of Users
Session Counts
Engagement Metrics
These enhancements not only boosted organic traffic but also improved the effectiveness of targeted advertising campaigns, leading to a more relevant and engaged visitor base.
Analysis and Metrics Comparison
Using the Google Analytics 4 Benchmark Report by Databox, we compared our performance against industry standards in the Health and Wellness sector:
This strategy’s success illustrates the importance of a comprehensive approach to digital marketing that includes both technical SEO management and targeted content enhancement.
Moving forward, Vibrant MedSpa is positioned to continue its growth trajectory by maintaining strategic focuses and further optimizing its digital presence.
