JOE OLIVER - 2020-2021
6 month campaign to boost cosmetic patient numbers
- 48.38% increase in organic search traffic
- 82.99% increase in the website’s total traffic
- 60 hours total to rank for “cosmetic dentist London”
Improving rankings and conversions with only 10 hours per month
We’ve worked with Joe Oliver a few times over the years, and at one point, we had a six-month contract for 10 hours per month to improve the website’s ranking for “cosmetic dentist London”.
It was not easy to rank on the first page for the very competitive keyword in just 10 hours a month. It took us six months to achieve the result, which is when Dr Oliver ended his contract.
Truthfully, the organic search within the first few months was rising – but not at a pace the practice wanted. That said, we were still pleased to achieve a 50% increase in organic traffic and first-page results for the search terms “cosmetic dentist London” and “cosmetic dentist”.
Keywords Ranked
Content Creation
Lead Generation
Organic Traffic
Initial problems
The challenge
- Low domain authority and few backlinks.
- Existing content and website copy not optimised or keyword-led.
- Hundreds of technical errors, like no H1s and poor metadata, that needed improving to encourage CTR.
- Website copy was not engaging nor leading to conversions – conversions were not also being monitored or tracked in Google Analytics.
- No phone number, address or reviews within the copy.
- The client could only afford 10 hours per month of dental marketing work, which made it challenging to create content and build links in that time to deliver meaningful results.
- The website did not showcase its dental results or celebrity clients enough to demonstrate its talent, skills, and credibility.
Our action plan
The solution
- Research and analyse data on where the website sits in Google and what keywords are closest to the money and easiest to rank for.
- Create a cosmetic content plan outlining the correct marketing informational copy we plan to write month-to-month. This included rewriting the top-level veneer and cosmetic dentistry pages and creating new content around smile problems that customers would be Googling, such as “chipped teeth.”
- Build a series of backlinks to increase the website’s strength.
- Conduct several optimisation hours and work through the site’s basic technical and conversion errors.
The results
SEO results
- 24 links built accounting for 80% of all referrers
- From 6 DA to 12 DA
- 16 pages written all ranking on 1st page
- The website’s total traffic increased by 82%
- 1st page rankings for national search "cosmetic dentist"
- 295 total keywords ranked
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Key Takeaways
We ran a 6-month cosmetic SEO campaign (10 hours/month) to increase cosmetic patient numbers and rank for “cosmetic dentist London”.
We fixed core blockers: low authority/backlinks, unoptimised copy, technical errors (e.g., missing H1s/poor metadata), and weak conversion tracking/journeys.
We rebuilt the cosmetic/veneer content strategy, rewriting top-level pages and adding new “smile problem” content (e.g., chipped teeth) to capture search demand.
We strengthened authority with link-building and delivered first-page rankings (including “cosmetic dentist London” and “cosmetic dentist”), plus +48.38% organic search traffic and +82.99% total traffic.
- Six month cosmetic SEO campaign, 10 hours per month, to increase patient numbers and rank for "cosmetic dentist London".
- Fixed core blockers: low authority and backlinks, unoptimised copy, technical errors like missing H1s and poor metadata, weak conversion tracking.
- Rebuilt cosmetic and veneer content strategy, rewrote top pages and added "smile problem" content such as chipped teeth to capture search demand.
- Built links, doubled domain authority from DA6 to DA12, achieved first page rankings for target terms, organic traffic +48% and total traffic +83%.