Vision Eye Institute
Challenge
In mid-2015, Vision Eye Institute were significantly underperforming on organic search, with low visibility for profitable keywords. Organic traffic had flatlined, paid search was being used to compensate for visibility on important keywords and rankings for keywords relating to laser eye surgery, a key focus area, were several pages deep. Several competitors, whose primary focus was laser eye surgery, had invested heavily in the space and were dominating the first page of search results. The key issues restricting effective organic search rankings were a combination of site-wide technical issues, duplicate content (both on and off the website) as well as a low-quality link profile.
Solution
Vision Eye Institute approached CleverClicks for an SEO strategy, with the primary KPI of bookings and enquiries. Another key focus area was achieving top rankings for the keyword ‘laser eye surgery’. CleverClicks compiled a detailed SEO strategy, which included an in-depth website and link audit, keyword report, competitor analysis and strategic plan for ongoing technical, on-page and link-building activities. Together with Vision Eye Institute’s development team, CleverClicks executed the plan over the following months. Removal of low-quality links while acquiring high-quality links. Optimising thin and duplicate content. Working with the content team to create linkable content. Optimising the site architecture and refreshing poor performing pages. Resolving crawling and indexation issues. Page speed optimisation. UX testing and recommendations. Local search optimisation. Ongoing technical optimisation.
Results
Organic traffic increased by more than 8 times over the last 3 years, resulting in impressive increasing in consultation bookings across all locations. 620% Organic Traffic Boost Organic traffic now represents more than 81% of total website traffic, reducing reliance on paid search for visibility on high converting keywords.
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