16.5k
Increased Total Clicks
690k
Increased Total Impressions
153%
Increased Long Term Traffic (FL clinic)
Short Film Hacks is a film blog that I created to discuss anything related to short films, based on my experience with filmmaking as a hobby and in my video production class back in high school. I discussed topics like storytelling, editing, and film fundamentals
TIME SPAN CONSIDERED
September 2022 to September 2023
FILM BLOG
SEO Strategy
Technical SEO
*Note: The client name is not given, nor the specific keywords or location for reasons of confidentiality. The only thing I can say that these are a set of medical clinics across the US from a variety of services, ranging from pain management, psychedelic mental therapy, psychiatry, and more.
We had a new agency onboard quite a few clients in the medical industry for me to do some white label work with me and my team, all of which happened within clients within a short period of time. For this reason, we had to be quick on our feet when it came to getting deliverables right away
We also had to optimize their GBPs as well and track their local heatmaps to ensure that the clients were satisfied with their map pack efforts. We had some software issues as well, so we had to find a way to get around this to ensure that the agency and its clients can get the most up-to-date GBP reporting they needed.
There were a couple of websites that were filled with technical SEO issues, so we needed to make sure we had the proper technical monitoring in place to find the issues and be able to quickly export data to streamline the process if need be.
In terms of challenges for accruing data for this case study, some of these GSC properties were created either around the onboard date or close enough to it to prevent us having an long term comparison for many clients. As for the clients that are in this case study, we compared clicks and impressions from the onboarding date to November 14, 2023 (comparing it to the equivalent timeframe before the onboarding date)
Initial Keyword Research
To begin, I did the keyword research using Keyword Tool since it is more effective for local search volumes and keyword suggestions in local areas than say Ahrefs or SEMrush. Once I get that done and organized to send to the client, they approved it and I got off to work. Once that’s done, it’s a matter of digging into the backend and applying the optimizations as usual.
Collaborating With Other Teams
Once the client approves the keywords, I delegate the work to get the media room set up so that we can start leveraging digital PR to get backlinks, boosting our off-page SEO. In addition, the GBP profile gets optimized as well, using the top 5 keywords that the client approved to make the posts.
Solving Critical Technical Issues
We were starting to rack up broken links on the site, so I had to go into the backend and investigate what was causing that. Once I could detect the source, I ended up replacing the broken link with the right link so that the links within the site flow and have no cracks in the SEO
For a few clients, we even had security issues that allowed spam content to be created en masse. Catching these situations and working with the dev team to clean this up helped remove the clutter before it can start to negatively affect our SEO
Content Recommendations and E-E-A-T
We were starting to rack up broken links on the site, so I had to go into the backend and investigate what was causing that. Once I could detect the source, I ended up replacing the broken link with the right link so that the links within the site flow and have no cracks in the SEO
Content & E-E-A-T Analysis - For each medical clinic site, I did a content analysis to see if we needed to extend content or add anything new to enhance E-E-A-T for users and for Google
Heatmap Tracking (via customized LeadSnap)
We were starting to rack up broken links on the site, so I had to go into the backend and investigate what was causing that. Once I could detect the source, I ended up replacing the broken link with the right link so that the links within the site flow and have no cracks in the SEO
This is what we saw after working on these accounts for about 6 months
Below the screenshots of each medical clinic is located as well as the % increase in clicks and impressions (only comparisons of onboarding date to November 14, 2023 vs. previous equivalent timeframe).
Here is the format: Location (% increase in clicks, % increase in impressions)
Georgia Medical Clinic (Hidden Broken Links)
We boosted the score from 46 to 92 by removing two broken links that were hidden in the footer without any anchor text and redirecting it back to the main site.
This was hidden deep into the website beyond your standard anchor text, so I compiled a report and request to the tech team, who fixed this easily.
Illinois Psychedelics Clinic (Linking to non-SSL pages)
We boosted the site health score from 71 to 97 by the tech team fixing up an issue where “HTTPS page has internal links to HTTP”. We had 78 of those instances and we wiped out each one of them.
Upstate NY Clinic (Spam Page Detection)
This client had some security issues (seen on the left image), so I took some screenshots and sent that over to the dev team, who began wiping out these pages and the site score rose from 0 to 98. A similar issue occurred again and being on top of things ensure that our score went back up past 90
Washington Clinic (Nearly 600 404s)
This website had a lot of 404s (as well as a spam attack one time as well), so we were on top of that and fixed the broken links ourselves, as well as remaining in communication with the dev team to solve the issue, seeing our URL count seriously reduce.
The client also asked that we do heatmap reporting for their clients, which we accomplished via a modified version of LeadSnap for our agency. The issue was embedding the reports properly as the client wanted the visual of the heatmap with the colors and numbers. Unfortunately, the standard reporting version didn’t offer this and was pretty lackluster (image on left).
I had to step outside of the SOP given to create this deliverable and look for individual heatmap keywords, which allowed you to export what the client wanted (image on the right). It was a bit of a hassle having to manually update 5 heatmaps per client every month, but it actually gave the clients the information they needed on how their keywords performed for local map packs, so we set it up this way, which the client was satisfied with.
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