Case Study: Orthodontie Paris20

186 Rue Pelleport,
75020 Paris

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Case Study: Orthodontie Paris20

Project Overview

Orthodontie Paris20 is a specialized orthodontic practice located in Paris, offering high-quality orthodontic services. Dr. Audrey, the lead orthodontist, wanted to increase the visibility of her practice online, particularly to attract local patients in the Paris area and surrounding regions. The primary goal was to drive more traffic to the website through both organic search and paid Google Ads campaigns.

Challenges

1. Low Website Traffic: The website was not ranking on the first page for key search terms such as “Orthodontist in Paris,” “braces Paris,” and “best orthodontic care in Paris.”
2. Local Search Visibility: Despite providing high-quality services, the practice’s visibility on local search platforms (Google My Business, local SEO) was minimal.
3. Competition: There is stiff competition among local orthodontic practices, making it difficult to stand out without an effective SEO strategy.

SEO Strategy

1. Keyword Research & Targeting

We began by conducting in-depth keyword research to identify high-traffic and low-competition search terms relevant to Dr. Audrey’s services. We focused on:

• Local keywords such as “orthodontie Paris,” “braces Paris 20,” and “meilleur orthodontiste Paris.”
• Service-based keywords like “braces for adults in Paris,” “clear aligners Paris,” and “child orthodontist Paris.”
• Long-tail keywords that potential patients were likely to search for, like “affordable braces Paris” and “orthodontist near Rue Pelleport.”

2. On-Page SEO Optimization

Optimizing the website for organic search was a critical aspect of the strategy:

• Meta Tags & Headings: Updated all meta titles, descriptions, and headings to include target keywords and make them compelling for search engines and users.
• Content Optimization: Created and optimized service pages with detailed content, focusing on frequently searched orthodontic treatments.
• Local SEO: Added the business’s address, contact information, and a Google Map on the website, and ensured the website content aligned with local search terms.
• User Experience (UX): Improved website navigation and page load speed to enhance user experience, reducing bounce rates and improving rankings.

3. Google My Business Optimization

• Profile Optimization: We claimed and optimized the Google My Business (GMB) listing to ensure that it appeared in local searches for relevant keywords.
• Local Reviews: Encouraged patients to leave reviews, improving both visibility and credibility.
• Photos & Updates: Regularly updated the GMB profile with new photos, posts, and announcements to keep it fresh and engaging.

4. Content Marketing

• Blog Posts: Started a blog focusing on common orthodontic concerns, treatment options, and benefits, which helped drive organic traffic to the site.
• FAQs: Developed a comprehensive FAQ section to address patient concerns and incorporate long-tail search queries.
• Video Content: Created short video testimonials and explainer videos about various treatments offered, providing further engagement.

5. Google Ads Campaigns

• Targeting: Launched highly targeted Google Ads campaigns to attract local patients. We focused on both general orthodontic keywords and specific services such as “clear braces Paris.”
• Landing Pages: Created dedicated landing pages for each Google Ads campaign, ensuring high conversion rates.
• Ad Extensions: Utilized ad extensions such as call buttons and site links to make the ads more attractive and informative.

Results

1. Organic Traffic Growth

• Overall Increase: Within three months, we observed a 40% increase in organic search traffic to the website.
• Ranking Improvements: The website moved from page 2 of Google for key local search terms to page 1, with some keywords ranking in the top 3 results.
• Increased Visibility: The site began to appear prominently in Google’s local pack for terms like “orthodontist Paris 20” and “best orthodontist in Paris.”

2. Google Ads Performance

• Higher CTR: The targeted Google Ads campaigns generated a 25% higher click-through rate (CTR) compared to industry averages.
• Lead Generation: Conversion tracking showed a significant increase in leads generated, with a notable rise in appointment requests from the website.
• Cost Efficiency: The Cost Per Acquisition (CPA) dropped by 30% within the first two months of the campaign.

3. Increased Local Engagement

• Google My Business Insights: The optimized GMB listing led to more calls, directions requests, and website visits. We saw a 50% increase in direct searches for Orthodontie Paris20.
• Online Reviews: Positive patient reviews on Google and other platforms improved the practice’s reputation and trust among local searchers.

4. Patient Engagement

• Website Conversion: Improved website content, including the FAQ section, blog posts, and patient testimonials, resulted in a 20% increase in the average time spent on the site.
• Patient Inquiries: Increased traffic and improved content led to a noticeable uptick in inquiries, with many patients specifically mentioning they found the clinic through organic search or Google Ads.

Conclusion

By implementing a comprehensive SEO strategy and optimizing for local search, Orthodontie Paris20 saw significant improvements in online visibility, web traffic, and patient engagement. The combination of on-page SEO, content marketing, Google My Business optimization, and paid Google Ads campaigns led to:

• A 40% increase in organic traffic.
• Higher rankings for important keywords.
• Improved conversion rates through effective landing pages.
• More direct patient inquiries.

Dr. Audrey’s orthodontic practice is now well-positioned in the competitive Paris market, driving sustained growth in both new patient bookings and brand awareness.