Thrive Services Used
Project Overview
Georgia Bone & Joint is a multiple-location orthopedic practice group serving several locations in the Southern United States.
With an in-house marketing committee and an external marketing advisor running the company’s SEO campaign, the client was left behind while the competition started moving. Additionally, the client’s only means of advertising before was through paid banner advertising with the local newspaper.
Recognizing the need to bolster its online marketing efforts, the client partnered with Thrive Internet Marketing Agency to increase lead generation through organic search and pay-per-click advertising.
The initial goals were to increase the client’s organic search results, boost its conversion rate from 30 to 75 patients per month and improve its Google reviews from a 3.2 average star rating.
After 12 months into the SEO and PPC strategy, Thrive has helped Georgia Bone & Joint achieve a historical 20% conversion rate since the campaign’s inception.
The Results
+557%
Monthly Leads
+393
New Positive Reviews
+212%
Ad Conversions
+155%
Click-Through Rate
Thrive’s robust lead generation strategy and paid search marketing campaign has helped the client drive phone calls and appointment bookings from high-intent searchers.
Our SEO campaign has generated the following results in 12 months:
Thrive’s ongoing SEO efforts also generated impressive results:
(January – December 2022 vs. 2021)
- Organic Sessions: +24%
- Overall Sessions: +29%
(June 2018 vs. August 2023)
- AWR Keyword Visibility: +2,632
- Top 5 Keywords: +54
Overall, Thrive’s on-page optimization has produced the highest site traffic. It increased the number of sessions by 69.8% and boosted the number of new users by 84%.
Meanwhile, direct traffic has increased the site visits by 48%, with 56% new users. Referral traffic, on the other hand, has driven an 84.5% increase in the number of sessions, with 91% new visitors.
Since the PPC campaign launch, the orthopedic practice group has also amassed nearly 11,300 clicks, 2,326 conversions and 3,829 phone calls from the Google Ads channel.
Meanwhile, our ongoing PPC efforts generated (January – July 2023 vs. 2019):
- Clicks: +55%
- Conversions: +212%
- Average Cost-Per-Click: -5%
- Average Cost-Per-Conversion: -53%
- Click-Through Rate: +155%
- Conversion Rate: +101%
Since our partnership in 2018, the client has trusted Thrive with the current and ongoing marketing strategy.
The Execution
SEO
Thrive’s SEO audit revealed there was plenty of opportunity for paid search and on-site improvements. Our primary focus was to scale up the client’s on-site technical SEO, local citation management, domain linking, content development, review acquisition and link building strategies.
By integrating the client’s core goals with the prospective audience’s highest interests, we have created a solid online marketing strategy that covers:
- Evaluating the client’s current keyword ranking for targeted terms
- Obtaining on-topic quality links from niche directories and sites
- Guest posting and blog commenting
- Local competitor research and link analysis
- Content syndication
- Analyzing backlink health
- Local SEO optimization
- Ensuring the Name, Address and Phone Number (NAP) listings are consistent across online directories
- Creating new blog articles based on the industry
- Creating Google Business posts for each location
Consistency has been a significant factor in keeping a strong relationship with Georgia Bone & Joint. Thrive’s ongoing local optimization efforts enabled the client to rank for the local terms for its locations in Georgia. The combination of managing the local listings and creating new Google Business content has been a win for Georgia Bone & Joint.
PPC
Thrive’s content development strategy is a critical part of its SEO and paid search campaigns. We focused on ranking for location-based keywords, including “joint treatment” and “back pain” as well as other related services.
We have also built a Google Ads pay-per-click marketing campaign that targeted high-intent searches for the client’s orthopedic services. These include “orthopedic procedures,” “pediatric orthopedic,” “joint replacement,” “orthopedic surgeon” and “spinal work.”
Our PPC strategy involved:
- New account architecture
- In-depth keyword research
- PPC campaign budgeting
- Targeted existing high-performing devices and keywords
- Created compelling, updated ad copy
- Ensured conversion tracking was properly in place
To ensure the client’s business strategy is on track, Thrive’s SEO specialists have set key performance indicators (KPIs), including contact form submissions, organic search traffic and phone calls. We significantly improved the client’s website traffic, lowered cost per lead and increased the number of new leads.