Seeing holistic digital marketing strategies pay off is a highlight for any marketer. Whether it is incorporating SEO, Email, and Creative services or Creative, Amazon, and SEO Content services, many of our clients experience an increase in revenue, keywords, and a higher ROAS when combining services. In short, the whole is greater than the sum of its parts.
In one case, a client that specializes in plastic surgery, specifically in hair restoration, experienced positive impacts in their month-over-month and year-over-year data through using Logical SEO and paid search marketing services. Let’s look into the strategy behind what our team accomplished.
Paid Search Marketing Services
Carolina Age Management Institute (CAMI) tasked Logical Media Group with generating more appointments for their hair restoration services. Logical’s response was to craft a tailor-made strategy focused on the specific circumstances unique to CAMI.
We created a specific landing page tailored to hair restoration that had a two-pronged approach.
- The landing page to drive conversions was created after identifying certain keyword themes that were hyper-focused on high-intent ad group themes and topics.
- The landing page’s voice and brand messaging allowed us to target high-quality leads, with a lesser chance of receiving spam leads.
Our strategy worked.
From a year-over-year comparison, CAMI experienced a 24% increase in high-quality leads through Google conversions, whereas on a quarterly comparison — looking at Q1 of 2023 against Q2 of 2023 — those leads were even greater of a percent increase with 41% more conversions in Q2, once the strategy was implemented.
The crux of the matter is that, for driving more hair restoration lead conversions, the strategy had to be formulated and expertly tweaked to achieve as many conversions as possible.
Because of the partnership between the Logical paid team and CAMI agreeing upon the strategy, the amount of paid leads that were received were increased, and the quality of the leads continued to improve.
SEO
Meanwhile, as the paid search team focused on seeing growth in qualified lead conversions through their hair restoration landing page, we were able to improve and optimize landing pages on the SEO side of the strategy.
By focusing on specific areas of focus, Logical increased CAMI’s overall keyword rankings as well as individual subsections of keywords in the top 3 and top 10 ranking positions.
The SEO-optimized landing pages and blogs coincided with our paid team’s strategy for hair restoration. By identifying the organic keywords that would improve in better quality scores for the paid landing page, the tactics worked together seamlessly.
Putting it into Practice
So why does it matter that this plastic surgery client — who specifically wanted a paid strategy focused on hair restoration — incorporated SEO and paid search marketing strategies?
It’s all about the give and take of digital media platforms, algorithms, and — critically — the user experience. By incorporating organic landing page optimizations on specific pages that the client wanted to see traffic improvement from, especially through highlighting the authority that the organization has in that plastic surgery field (like hair restoration), Google and search engines understand and give more visibility to those pages.
Furthermore, once those pages are optimized for E-E-A-T (previously E-A-T) content, and for SEO keywords that relate to the user experience, the better journey the user will have through paid landing pages.
By improving the SEO health of the content on the landing pages for hair restoration and those topics and categories surrounding hair restoration and plastic surgery, the health of the paid landing page will be better and serve the user in a more fruitful way.
As the saying goes, a rising tide lifts all ships. And as we saw in this case for CAMI, if the SEO and paid search marketing strategies align correctly, the results will arrive just on time.
