This document describes a case study of SEO efforts for a dentistry website. It outlines the objectives of increasing traffic and targeting new services, analyses issues with the original site like lacking text content, and discusses improvements like optimizing pages and titles for keywords. The results were dramatic - rankings increased to #1 and new clients per week grew nearly 10 times. Factors for this success included keyword optimization, link building, and minimal paid ads.

1. Case Studies
Prashant Chaudhary
@chyprashant

2. Case Studies of SEO prospects
Philly Dentistry
Objectives
Analysis
Problems
Improvements
Results

3. Starting
Dr. Ken Cirka, dentist by profession decided for SEO for his website
PhillyDentistry.com and target more potential customers.

4. Objective
 Increase Traffic to attract Potential clients.
 Target more Lucrative Cosmetic dentistry services
 Create Web Presence

5. First Look

6. Analysis -
 The site used keyword-rich image alt tags, but search engines give more weight to visible text
such as headlines and body
 In this website, search engines could detect no body copy or headlines and link text.
 The site was also opening up the business to spam

7. Problems -
 The title tag, body content, and headers are the most important factors in search
engine rankings for on-site optimization.
 The description meta tag is of second importance for SEO rankings.
 The keywords meta tag and alternative text have little effect on rankings, but alt
attributes do affect image searches.

8. First Redesign

9. Analysis -
 The redesigned site was much more search-friendly.
 The new site included service-specific pages optimized for one or two keywords,
and prominently used his primary key phrases
 The new title element targeted the phrase cosmetic dentist Philadelphia and
tooth whitening Philadelphia:

10. Result -
Just after 8 months of SEO –
Ranking increased from Non Existent to number 1 in Google for both natural ranking
as well as for pay-per-click(PPC)

11. Improvement -
 Dr. Cirka went from gaining one new client per week from his website, with an
average of 9 new clients per week from his website.
 In just 9 months, Dr. Cirka hired another dentist, added new staff members,
and moved to a larger office to accommodate the influx of new patients.

12. Factors -
This nearly 10 times improvement was caused by 3 factors:
 Keyword optimization of his site
 A monthly promotion campaign to build inbound links
 Minimal PPC advertising

13. Second change

14. Results
 PhillyDentistry.com referred on an average of 47 new clients per week
 Increase of 5.2 times the previous design and an increase of 47 times over the
original site

15. Title and Content Layout with Chart

16. Effects -
 Expanded Reach
 Brand reputation
 Increased Potential Customer
 Return on investment
 More SEO friendly – Top on Search results

17. Summary -
 This case study shows how search-friendly design, SEO, and steady
promotion to build inbound links can boost your visibility & increase the
number of new customers to your business.
 This case study also shows the value of redesigning your site every few
years.
 As your business changes with new products and services, upgrading your
site will keep it current for your users’ increasing demands.