When a dental practitioner in Brookline, MA approached us, their main concern was that their website was not contributing enough to organic lead generation.
However, their Google Maps presence was already performing well and generating consistent patient inquiries through calls and direction requests.
To improve their organic visibility and increase website-driven inquiries, we focused on strengthening the site’s SEO.
Let’s walk you through how the entire journey unfolded!
Month 1. Finding Gaps & Building the Foundation
Using premium SEO tools, we conducted a detailed audit for the client’s website that helped us identify several technical and on-page SEO issues which were not easily noticeable otherwise.
Based on the audit report, these were the issues we addressed:
- Crawlability, indexing and site health related issues.
- Critical on-page SEO issues across core pages.
- Meta tags, headings, and content aligning well with the local search intent.
- Site structure and internal link distribution.
- Google Business Profile optimization and NAP consistency.
Outcomes
- Search engine crawlability and indexing improved.
- Technical and on-page elements’ performance strengthened.
- Site content aligned with local search intent.
Month 2. Keyword Optimization
In this month, we kept improving the client’s local relevance and keyword targeting as our main objective.
To achieve them, this was how we decided going ahead:
- Service page optimization with Brookline-specific keywords.
- Content structure optimization for better readability and SEO.
- FAQs addition to capture long-tail and voice search queries.
- Link building campaign setup & blog content development.
(These strategies are covered in depth in our article- Keyword Research Strategies to Supercharge Your SEO , feel free to check it out for a closer look)
Recurring Monthly Deliverables we provided to the client:
- 25+ organic backlinks
- 3-5 UK-based citations
- 4 GBP posts
- 1 Press Release
- 1 Paid Guest Post
- 1 Blog Post
Outcomes
- Rankings improved for local keywords.
- Impressions and clicks increased.
- Site visibility increased for “dentist in Brookline, MA” like search terms.
Month 3-4. Content Expansion & Authority Building
With the initial groundwork complete, at this stage, our focus shifted to improving tropical authority for the client’s website and the best way to accomplish it was content expansion.
Here’s what we did exactly:
- Created and optimized supporting content around dental topics like – Dental Emergencies Explained: A Complete Guide for Brookline Families.
- Built relevant backlinks from local and niche websites.
- Strengthened internal linking to priority service pages.
(Internal linking can be a game-changer for your SEO. If you want to understand the different types and how to use them effectively, our article Getting the Most Out of Internal Linking for SEO: An Actionable Guide covers it all)
Recurring Monthly Deliverables we provided to the client:
- 25+ Organic Backlinks
- 3-5 UK-based Citations
- 4 GBP Posts
- 1 Press Release
- 1 paid Guest Post
- 1 Blog Post
Outcomes
- Service pages started ranking for the target keywords.
- Domain authority (DA) score for the site improved.
- Engagement on the service pages increased.
Month 5-6. Scaling
This was the final stage of our campaign and so we kept our focus on maximizing traffic and converting it to real patient inquiries.
What we did:
- Optimized high-performing pages – used conversion-focused CTAs.
- Continued content refinement based on performance data.
- Focused on keywords currently ranking on the second page.
Recurring Monthly Deliverables
- 25+ Organic Backlinks
- 3-5 UK-based Citation
- 4 GBP Posts
- 1 Press Releases
- 1 Paid Guest Post
- 1 Blog Post
Results
- Noticeable increase in patient inquiries.
- 85% organic traffic growth in 6 Months.
- DR score increased.
- Rankings improved for high-intent local keywords.
- Monthly clicks and impressions raised.
Final Thoughts
After a 6 months campaign, our client’s website started contributing meaningful organic traffic, stronger keyword visibility and a steady increase in website-driven leads and they are happy now.
Just like them, if you are struggling to generate organic leads from the website itself, it may be the time to look deeper into the SEO strategy behind it.
Reach out to our team today and we’ll walk you through what’s working, what’s missing and where the real growth opportunities are.
