About Braces
Client Testimonial
BACKGROUND
About Braces is an orthodontic clinic that specialises in providing affordable braces and teeth straightening services in Singapore. As a single dentist clinic, most of About Braces’ margin comes from the sale of Invisalign — a clear dental aligner which is carried by other clinics.
Because of this, the clinic’s primary focus is on obtaining bottom funnel leads i.e. customers close to the final decision.
Unfortunately, in its previous iteration, their website structure was plagued by numerous issues which made it difficult for the clinic to rank on Google SERP for certain keywords. However, they were unable to revamp the website due to a lack of budget.
This also means that the clinic could not turn to Google Search Ads as the CPCs for keywords relevant to About Braces are quite expensive.
The clinic has also previously worked with other SEO vendors to improve their visibility. But this would not work either.
BACKGROUND
About Braces is an orthodontic clinic that specialises in providing affordable braces and teeth straightening services in Singapore. As a single dentist clinic, most of About Braces’ margin comes from the sale of Invisalign — a clear dental aligner which is carried by other clinics.
Because of this, the clinic’s primary focus is on obtaining bottom funnel leads i.e. customers close to the final decision.
Unfortunately, in its previous iteration, their website structure was plagued by numerous issues which made it difficult for the clinic to rank on Google SERP for certain keywords. However, they were unable to revamp the website due to a lack of budget.
This also means that the clinic could not turn to Google Search Ads as the CPCs for keywords relevant to About Braces are quite expensive.
The clinic has also previously worked with other SEO vendors to improve their visibility. But this would not work either.
CPC for “affordable invisalign”
CPC for “affordable braces”
THE RESULTS
Managed to get ranked on Google Places
Improved organic traffic by 205%
Helped the clinic rank on the 1st page of Google SERP for keywords
Raised About Braces’ website domain rating by more than 12 points
HOW WE DID IT
PERFORM A TECHNICAL SEO AUDIT AND IMPLEMENT FIXES
The first thing we did was to analyse About Braces’ webpage and perform a technical SEO audit.
A technical SEO audit is instrumental in evaluating the underlying structure and performance of a website, shedding light on areas that require optimization for search engines. By scrutinising elements such as metadata, backlinks, page speed, and content, we could pinpoint precise areas in need of improvement.
From here, we developed a list of recommended fixes and optimizations to improve About Braces’ website. These fixes improve the site’s visibility on Google which leads to better search rankings, raises organic traffic, and ultimately brings in more patient enquiries and appointments.
FIXES IMPLEMENTED FOR ABOUT BRACES
Improving page speed for both mobile and desktop users — A faster-loading page enhances user experience, reducing bounce rates, and encouraging visitors to spend more time on the site. Search engines like Google consider page speed as a ranking factor, so optimising it contributes to better positions in search results and higher organic traffic.
Fixing the website’s HTML headers and metadata — Properly structured HTML headers guide search engines in understanding the content hierarchy, while optimised metadata provides concise information about the page’s content. Together, these elements contribute to a more accurate indexing by search engines, leading to improved visibility and higher rankings in search results.
Expanded and improved on existing web pages. Working within the client’s budget, we created new and more diversified content for their website.
Content is highly important for Google to recognize what the site is about and helps the client’s target audience find the website. We made sure to incorporate pre-identified target keywords in the content and H-elements.
BUILD QUALITY BACKLINKS
When we began managing About Braces’ the site had a very low domain rating (DR). This made it difficult for the site to rank higher for search results related to it. While there were several referring domains, the low DR meant that the existing backlinks are of low quality.
We set out to correct this by building quality backlinks in the form of business profiles, article sharing, guest posts, and link insertions with the right anchors (brand, topical, exact match and generic), based on the clinic’s competition.
This would ensure that the website’s backlinks would appear natural and thus not get penalised by Google.
About Braces’ Ahrefs’ report before Brew
About Braces’ Ahrefs’ report after Brew
RESULTS
Organic traffic to About Braces’ website over 12 months
Overall increase in traffic and new visitors to About Braces’ site after our changes were implemented
Overall increase in traffic, new visitors, and time spent on About Braces’ site after our changes were implemented
About Braces’ domain rating in Apr 2022
About Braces’ domain rating in Apr 2023 — 1 year after fixes were implemented
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