This shows our standard strategic approach for SEO for dental practices and medical clinic clients. We identify upfront problems to fix, and research competitors and keywords to grow targeted traffic to the primary audience.

1. SEO
Audit
&
Strategic
Planning
for
dental
client
website
Sample
Website
Analysis,
SEO
Research,
Keyword
&
Strategy
Kick-­‐offs
for
dental
Client
Jake
Aull
|
Zen
Fires
Digital
MarkeGng
|
jake@zenfires.com
|
ZenFires.com
|
@jakeaull

2.
What
the
Research
Audit
Uncovered
Jake
Aull
|
Zen
Fires
Digital
MarkeGng
|
jake@zenfires.com
|
ZenFires.com
|
@jakeaull

3. ObservaGons
about
data
included
in
this
document
Major problems shown in website analysis:
• There are 16 bad links relative to the site that need to be fixed.
• Google lists 160 pages for your site. But we’re counting closer to 80. There are probably pages missing
or duplicate content problems on your site (same pages with multiple URLs; canonicalization)
• Speed of your site is a big problem. That & other issues point to needs for hosting improvements
(space, SSL, secure IP, etc.)
• SEO traffic went from ~300 clicks per month, to ~50 clicks per month, in about 6 months (in desktop
search). This is critical, needs to be investigated & solved for future.
• We need to verify that social media are correctly integrated with your analytics (reports are lower than
they should be regarding social media traffic and your website)
• The geo-local directory listings don’t even appear in neighboring towns.
• We will fix all the above and show growth of new visitor web traffic and contact form fills or calls.

4. SEO
Audit
|
Site
Performance
|
Website
speed
affects
SEO.
This
must
be
fixed.

5. SEO
Audit
|
Site
Performance
|
Website
speed
affects
SEO.
This
must
be
fixed.

6. SEO
Audit
|
Backlink
Analysis
| Note 16 bad links pertaining to the site which must be fixed.

7. SEO
Audit
|
Desktop
Traffic
Overview
|
Note
the
criGcal
drop
in
traffic
shown;
the
original
problem
needs
to
be
researched
&
fixed

8. SEO
Audit
|
Traffic
Overview
There should be traffic coming to website from sources other than
SEO exclusively. We need to get the website and analytics properly
synced to social media, and improve backlinks, to build these
alternatives up & to build overall traffic.

9. SEO
Audit
|
Top
Organic
Keywords
These represent top keyword phrases based on website’s current
content. They may appear to be good keyword phrases, except that
they don’t have high search volume. Higher search volume keywords
should be identified, targeted and integrated for the website.

10. SEO
Audit
|
Mobile
Traffic
Overview
(Note
that
mobile
SEO
traffic
dipped
for
the
same
period
when
desktop
SEO
traffic
hit
boYom)

11. This has only a 68% complete score for location directory listings (e.g., Yelp, GoogleMaps, YP)

12.
Strategic
Plan
&
Keyword
Research
Jake
Aull
|
Zen
Fires
Digital
MarkeGng
|
jake@zenfires.com
|
ZenFires.com
|
@jakeaull

13. SEO
&
Messaging
Strategy
Brief
Background, notes and research into the client’s objectives (common to our strategic approach for clients):
THE BACKGROUND, NOTES & RESEARCH:
Over-Arching Sales/Mktg Plan: Focus on missing-teeth customer needs
Primary Audience
Target market definition: Baby Boomers, men and women; AARP
Current Target Belief/Behavior:
(My general dentist is not specialized enough… etc.)
Secondary Audience
Target definition: People who have been "putting it off”
Objectives: Focus on implants,… etc.
Drivers/Problem (the “why”)
Strategy: Higher-end/high-quality dentistry

14. Our
Keyword
Research
samples
which
drive
our
Keyword
RecommendaGons
&
Strategy

15. SEO
&
Messaging
Strategy
Brief
Noteworthy SEO research takeaways specific for the client:
• Searches for “implant dentist” appear consistent, reliable (flat) over time
(with a drop during the holidays).
• Searches for “dental implant near me” are highest among location-based
keywords (XXX/mo searches in U.S.), with relatively low keyword competition.
• However “dentures near me” is also worth targeting (XX/mo U.S.).
• “crown local” achieves XXXX/mo searches according to one tool’s report, and with low competition, yet
this may be a search for items not related to dentistry.
• Client’s stated primary competitors are targeting keywords on their site around “XXXX dentistry.”
• We will apply these into a final keyword recommendations list and implement on the website for
targeted keyword SEO results for website visitors from search engines.

16.
Thank
you!
Jake
Aull
|
Zen
Fires
Digital
MarkeGng
|
jake@zenfires.com
|
ZenFires.com
|
@jakeaull