This case study is about marketing campaigns using SEO, Google My Business, AdWords, and Facebook for a radiology and x-ray business with 12 locations.
About the Radiology Center Digital Marketing Campaign
- Commenced – August 2014
- Website Traffic August 2014 – 4,000 monthly visitors
- Website Traffic – Current – 35,700 monthly
- Google My Business – August 2014 1 location, minimal views
- Google My Business November 2015 – 75,000 views monthly (12 offices)
- Google My Business November 2019 – 252,000 views monthly (12 offices)
- Google My Business Phone Calls – November 2015 – 1,400 monthly
- Google My Business Phone Calls – November 2019 – 8,100 monthly
Today, they are not just a local radiology practice. They are a household brand in their market and recognized as one of the top radiology practices in the country.
They dominate the Google landscape.
Here’s how we did it.
Step 1: Keyword Research – Search Engine Optimization / SEO for Radiologists
We live in a demand-driven world where the customer is empowered to get what they want.
That starts with keywords.
When we built the SEO for radiologists campaign, our goal was to provide the client with the opportunity to rank high on Google searches for every possible keyword and combinations of keywords available.
As per NicheQuest strategies, we broke the services down by niche and sub-niche.
| Insurance | Men’s Imaging | Women’s Imaging | Pediatrics | Referring Physicians |
| Forms | Book an Appointment | Pay Your Bill |
Billing Questions |
Locations |
| Breast Imaging | Cardiac Imaging | CT Scan | Dexa Scan | Fluoroscopy |
| Mammography | MRI | Nuclear Medicine | Screenings | Ultrasound |
| Virtual Colonoscopy | X-rays | Barium Studies | Intelerad Pac System | MRI Contrast |
| 3D Tomosynthesis | Breast Biopsy | Breast Imaging | Dexa Scan | Digital Mammography |
| Echo Cardiogram | Ultrasound | Ultrasound Fetal | Cardiac MRI | CT Angiography |
| Cat Scan | MR Angiography | Arthrogram | Venography | Nuclear Medicine |
| Prostate MRI Ultrasound Vascular Doppler | Virtual Colonoscopy | Breast Imaging | Cardiac Imaging | Lung Screenings |
| Employer Programs |
The keywords and subcategories enabled us to create a blueprint for the website and its brand.
As we completed the keyword research niche by niche, we learned how their target audience searches online. It was like piecing together a jigsaw puzzle.
This blueprint became our multi-year strategy for adding new content to the website, blog posts, SEO for Radiologists, AdWords, and Facebook campaigns.
Step 2: Page Content Using Keyword SEO for Radiologists – Finding Hooks and Angles
When we started to dig into the keywords for each niche, we discovered many keywords.
Every keyword has the potential to generate a new patient.
With this in mind, every page follows the same keyword formula. We create categories on each page to make it easy to scan. Google rewards page content focused on a single niche.
The keyword categories become like hooks and trigger words. These phrases help increase the conversion of a reader to a patient.
It also enables the website to get many search results from a single page.
When we analyze the traffic results, we frequently find new angles.
We continue to learn what patients and doctors want by learning about their search patterns.
The result is new keywords, hooks, and angles to get more patients.
Step 3: Website Design for Radiology Practices
Companies who start with design, then decide to add searched keywords later miss a huge opportunity.
We built the new radiology website after keywords and content. We know what consumers wanted, and we delivered it to them.
This strategy, more than anything else, enabled the radiology practice to outperform their competitors. The new website is easy to read. Each page follows a consistent format.
The ease of use makes the site memorable.
When we view their competitors’ websites, we find them messy, inconsistent, and hard to read.
Google notices the number of page views, time on each page, and a high amount of returning visitors.
The result? More traffic and more patients.
Step 4: Location Pages for Diagnostic Radiology Centers
We created a location page for each of the 12 locations. This strategy serves numerous purposes.
12 Location Pages – Most patients going to a radiology practice for an MRI, x-ray, or other service have not been there before. So, we made it easy for them. Each location page has images of the building and entrance.
We included a Google map, hours of operation, services, and the Office manager.
We included the bus station location and walking directions for those who travel to work by bus.
This simple idea has minimized missed and late appointments.
Step 5: Google AdWords for Radiologists
When we implemented a Google AdWords campaign, we already had a unique insight into niche markets provided by our client.
If we had not built our foundation starting with in-depth keywords, our Google AdWords campaigns would not have been as effective.
Fortunately, we did, and it paid off.
Our Google AdWords campaign for radiologists produces 1,500 calls per month.
Our AdWords campaigns have high relevance scores and high conversion.
Step 6: Backlink Campaign for Radiology Centers
There are two ways that Google rewards search engine optimization.
- On-Page SEO – as discussed, keywords and content are strategically placed on each web page to bring ranking and traffic.
- Inbound Links – On-Page SEO is not enough. Google measures your popularity by the websites that link to you. The quantity, quality, and relevance of sites that link to your site is the art that pushes a web page to the top of the search. Inbound links from other websites target the home page, interior pages, and Google My Business.
Summary: The Key to SEO, Google My Business and AdWords for Radiology Practices
One of the best outcomes from these strategies is how a local radiology practice became a brand name in their local market.
Their success came because they never stopped investing in their marketing. In fact, over the years, as the results increased, they increased their investment with increasing ROI (Return on Investment).
If you have a radiology practice and want to know more about how to build your brand, contact:
Rita Christensen – iColor Studio 856-768-3598
Ed Winslow – NicheQuest at 203-762-1366