SEO Service Delivers SEO Results

The Next Step

An advanced Social Media and SEO audit were performed and it revealed a number of issues. The issues that were discovered during the audit ranked from low to critical, but when combined they were the result of a suppressed online presence.

The most difficult error to determine was that Social Media had a “push pull” effect on the online visibility and overall brand presence. Online resources were clearly not aligned and actually working against one another. Clickfred was able to identify and resolve the issue, an issue that the three prior Digital Marketing Companies were not able to notice. Utah Valley Dermatology had a trio of Google My Business Accounts, each account synced with Youtube and Twitter. The main issue was the primary account for each channel was synced with the “dead” accounts for the other channels.

The brand had several YouTube Videos published but they were not SEO optimized. The YouTube channel and video settings were not configured configured correctly, incomplete and linked to the wrong URL’s. The videos basic description went against YouTube best practices and were not appearing in search results. Video titles had no keywords, the descriptions were often one sentence and not relevant to the media content and contained a number of URL links to services that were not consistent with the video.

The website SEO audit revealed the sites average Page Size and Page Load Speed were poor, the average Page Size was around 14MB. The site had a total of 273 pages and a large percentage of duplicate content. Video media was being hosted on the server, images were not sized or compressed and there was a number of more technical SEO issues that caused the large Page Size. The issue of duplicated content and having 273 pages on the website went hand in hand. There were backup pages, multiple video galleries, copy content was being used in multiple locations and many pages were mixtures of prior pages that had been made redundant but were still on the website itself and located in the sitemap.

The client had a wealth of original content that provided website visitors with user engaging information but was not appearing in search engine results for two main reasons. The first was the website was causing its own suppression for duplicate content through poor site organization and development of new pages without the elimination of the prior pages. The lack of SEO optimization, keyword research and content marketing strategy were the second main reason of the the websites poor performance. The content would have to be revised for consistency of tone, elimination of irrelevant content, organized to be presented in a user friendly design, keyword research would need to be performed and a content strategy would have to be implemented. Many of the pages had a variation of a high ranking keyword but were missing the opportunity to rank in search engines because the keyword was missing a letter or was displayed in an order that was not a popular search option. Two examples, the keyword “Brown Spots” was being used which has a monthly search result volume of 0 when the keyword “Liver Spots” has 18,100 search results per month. The second most common issue was with phrases, “What Melanoma Looks Like” was the keyword being displayed, which has a search volume of 140, clickfred replaced this keyword with “What Does Melanoma Look Like” which has a search volume of 5,400.

The On-Page SEO elements were almost non-existent, Page Titles and Meta Descriptions were being used, but were duplicated, 1 of 3 variations were being used for both on all pages of the website. Header tags were displayed, but no H1 tags were being used, only H2-H5. The Header tags appeared to be used for aesthetic purposes and not SEO best practice reasons. There was no consistency between the other On-Page SEO elements and the permalink structure and the permalinks being used were not relevant to the page content. Needless to say the SEO and Social Media Strategy were not in alignment, making it difficult for potential patients to find useful information about the clinic.

What Adjustments Will Cause The Biggest Impact

What adjustments would have the largest impact and value for the client with overall online visibility for the business increasing. Clickfred doesn’t pick the low hanging fruit, we provide long term solutions to clients and we opted to resolve the issue that would have a large effect on the SEO foundation, the Google My Business account issue.

The Google+ Account issue seems easy to resolve, close the two other accounts, but that would also mean deleting the primary accounts for YouTube and Twitter. Each Google account had a different owner and login credentials, that was the first objective to overcome, identify the account owner. Once we had the owner information for each account and made sure it was correctly mapped to the active/inactive accounts we began consolidation. The active and primary accounts for each channel were kept and the six other accounts, two for each channel were eliminated. Social Media Channels were optimized for best practices, settings, preferred audience, consistent information, banners that invited the customers to click and interact, etc. Channels were synced with Google Analytics and AdWords. The video content on YouTube was maximized through playlist, end screens and custom video thumbnails.

Aligning the website content with the video library on YouTube was specially important because that allowed visitors to have complete information about the clinic and services offered. Keyword research was performed for both the website and Youtube. An analysis for monthly search volume compared to competitive density provided keywords to use and the keywords were compared with the existing content. Again, clickfred SEO Service does not go after the short term gains, we want long term value that will provide results that our clients can see. A content marketing strategy was devised that would have maximum impact with little change to the current content. Clickfred doesn’t pad invoices either, we always give you the best recommendations for your situation and the solutions offered would be something we would use ourselves. Prioritized options are presented to clients with the cost, timeframe, pros and cons. Clickfred understands businesses are on a budget and often the best solution is not possible for financial reasons, alternative or scalable options are provided, we will never give you one solution option.

Implementation of the keyword strategy and resolving the technical SEO issues were carried out simultaneously. YouTube video titles and descriptions were optimized for SEO and brought up to good standing so they could appear in search results or as suggested videos. To reduce the Page Load Speed and Page Size we began with the elimination of redundant pages. The website was reduced to 117 pages. Remember how many pages it had when we started? 256, 156 published pages that listed on the sitemap were either duplicated backup pages, development pages that should have remained as private or theme dummy content that had never been deleted. Unused resources on the website were eliminated, we compressed and optimized HTML Code, Images, CSS & JS Files Minified. Ensured GZIP compression was utilized. The website was migrated to a new hosting environment with SSD Turbo Servers and c-Panel for more control over technical aspects.

The existing website copy content was original, provided value to site visitors and had similar keywords that were to be used from the keyword strategy we developed so minor revisions were made to the content for SEO ranking optimization. For the SEO foundation to be complete on-page SEO errors were eliminated. Permalinks, Page Titles, Header Tags, Meta Descriptions and ALT Tags were all consistent and aligned with the content marketing strategy that also utilized semantically related keywords for search engine ranking optimization.