Doubling Traffic and Calls for a
Melbourne Physio
Impressions
838%
top 10
430
Calls
100%
Organic Traffic
147%
Peter Hunt
Director, The Alignment Studio
I’ve been working with Tomás and his SEO agency in Melbourne for over a year now and my website SEO and lead generation has shown significant improvements. The campaign has been such a success that I recently transitioned my PPC campaign to the eWebsites agency. I couldn’t be happier with the professional, yet personal attention my team and I always receive. The strategy is always thoroughly explained and executed as planned. I couldn’t recommend highly enough.
Intro
Client Goals & Challenges
The Alignment Studio is a renowned physiotherapy clinic in Melbourne’s CBD. It provides a wide range of services, including physiotherapy, Pilates, remedial massage, workplace yoga, nutrition, podiatry, and women’s health.
In September 2019 they moved to a new clinic as they where in a growth trajectory just prior to COVID-19. They used to rank for some of the main keywords (both local and organically) such as physiotherapist Melbourne, physio cbd and after covid they have dramatically dropped their rankings.
Physiotherapy represented 75% of the revenue being a crucial service for the business. The goal was to rank again in the map pack for their main keywords and scale their monthly revenue by 50%. The website still looked a bit old and outdated, particularly the home page. It was not ranking on the first page of Google or in the maps for any of its main physiotherapy keywords.
eWebsites started working with the Alignment Studio in February 2023. The physiotherapy industry is quite competitive, in particular in Melbourne with more than 200 sites competing for 3 spots in the map pack, so it was crucial to come up with a solid strategy that was going to deliver the best results.
Details
What Was Our SEO Strategy?
Our first step was to build a solid keyword database. We started looking at their existing keywords first so as to identify their top low-hanging fruits (keywords ranking 2-15) as these always get prioritised over all other keywords.
We knew that we were going to get the most bank for their bucks here, and get them the results faster so we focus on tackling those at the start. After that, we then ensure to look at more than 7 key variables to determine the best keywords to go for.
We identified that the top competitors were ranking for their main keyword utilising their home page, and our client was using a service page.
So, we had to use our home page as the main keyword and started building from there. We then needed to narrow our topical authority gap with our main competitors and optimise their GBP to improve their overall rankings.
We focused on creating new assets to attack these keywords after we finished optimising all of our existing pages. In addition, we created a media room to promote their content to high authority media outlets to build their authority and overall E-E-A-T as we needed to send more signals to Google to get them up in the map pack.
The final piece of our strategy was to perform an aggressive outreach campaign to narrow the gap with our main competitors.
Furthermore, we focused on upgrading their home page and about us page to generate more trust, credibility and also improve the overall conversions of the site.
Finally, we invested in the latest call-tracking and analytics technology to provide our client with a clear picture of their overall ROI and real-time insights into how their SEO campaign was performing.
The Results
In only 12 months of the campaign, we increased their organic traffic by 147% and total calls by 100%.
Below is a summary of the latest key results:
- Page one rankings for his main services (physiotherapy, remedial massage, clinical pilates, tmj physio, dry needling, pilates, ergonomics, women’s health physiotherapy
- A 127% increase in keywords ranking in top 10 from 189 in February 2023 to 430 in June 2024
- A 538% increase in organic impressions from January 2024- May 2024 vs prior period
- 147 % increase in organic traffic sessions, increasing from 1761 in February 2023 to 4362 sessions in May 2024
- 100% increase in total Calls during this period
- 838% increase in Google My Business Impressions during this period
- Ranking in the top 3 results of the map pack for their main physiotherapy keywords
