Pressed for time? Here are the highlights.
Every day, thousands of people in the Denver area needed the services Advanced ENT & Allergy Center was offering. It was our job to capture their attention. Between January 1, 2022, and July 26, 2023, we enacted a highly customized content marketing program to do just that.
437 last-touch conversions
437 last-touch conversions via organic search from condition-oriented content pages.
114 content-assisted conversions
114 content-assisted conversions driven by initial contact with strategic content pages.
Influx of new patients
An influx of new patients after the peak of COVID that helped AENT reach pre-pandemic levels — within just six months.
More Than Smoke and Mirrors
You should never wonder if your SEO strategy is working.
It’s as simple as that.
In the past, you may have reviewed the ever-changing metrics on your SEO report — things like link velocity, domain authority, and keyword rankings — and thought: What impact is this actually having?
You’re not alone. If you’re not sure where to look and what to track, SEO may seem like smoke and mirrors. But when it’s informed by a deep understanding and precise analytics, an SEO strategy is the exact opposite — it’s a strategic investment for business growth.
To get a peek behind the SEO curtain, let’s take it back to January of 2021. As the new year rolled in, we implemented a highly customizable content strategy for Advanced ENT & Allergy Center (AENT), a team of sinus and allergy experts in Denver.
Making Content Matter
If you’re publishing flashy new content at a hyperbolic rate, you’ll probably catch Google’s eye. Organic traffic to your site might spike. But if your content isn’t expertly crafted and densely valuable, your success will fizzle out as quickly as it materializes.
Our team at Magneti (the Magnetians, as we are known to ourselves) has a proprietary model for core messaging. It’s how we make sure that content has staying power, whether it’s the main headline for your homepage or a subheading in a blog you’ve written.
We call it AAMD.
Authentic
Your content must be true to your organization. For AENT, this meant writing in a friendly voice that empathized with patients’ daily challenges: losing sleep, struggling at work, or missing out on favorite hobbies because of sinus issues.
Aspirational
Your content must align with your long-term vision. In our partnership with AENT, this wasn’t as simple as achieving growth. We set out to create content that helped establish them as the top allergy and sinus experts in all of Denver.
Meaningful
Your content must matter to your audience. A high-altitude marathoner searches “How to stop coughing at night” a few days before the big race. They get a top-notch answer from AENT’s site — and become a potential customer in a flash.
Distinct
Your content must stand out in your competitive space. We noticed that many healthcare practices were either detached from their audience or too eager to pressure them into converting, so we aimed for a compassionate, patient tone.
Ready for Liftoff
Equipped with a stellar strategy, we took a simple, phased approach to implementation.
Selecting the Right Topics
We knew that writing beautifully about the wrong things wouldn’t get us anywhere. So we built a foundation of carefully curated topics — topics that were tightly aligned with AENT’s services and allowed us to authentically convey their distinct voice, vision, and societal impact.
Saying the Right Things
We knew that writing poorly about the right topics wouldn’t get us anywhere either. We Magnetians took extra care to create content that was clear, helpful, and empathetic, quickly connecting symptom-ridden customers to the right solutions. In short, we were laser-focused on nailing the details (which just so happens to be one of our core values!).
Staying on the Right Track
Of the many things SEO-driven growth strategies don’t have in common with celestial bodies, here’s one of the most relevant: SEO won’t simply stay in orbit.
You can’t abandon your content strategy and expect it to stay gracefully in motion, no — you have to constantly adjust to make progress. You need to optimize, innovate, and iterate. Only by relentlessly calibrating your strategy can you stay on the perfect course.
To maximize the effectiveness of AENT’s content, we employed an ongoing optimization strategy. Our team leveraged a multi-touch approach to reporting, highlighting the customer journey from the initial discovery through organic content to subsequent site visits and lead conversions via different channels.
SEO won’t simply stay in orbit.
The Results
We’ll cut right to the chase. With our help, AENT welcomed droves of new patients and bolstered its online presence with rich, empathetic content.
437 last-touch conversions
437 last-touch conversions via organic search from condition-oriented content pages.
114 content-assisted conversions
114 content-assisted conversions driven by initial contact with strategic content pages.
Influx of new patients
An influx of new patients after the peak of COVID that helped AENT reach pre-pandemic levels — within just six months.
Fueling Full-Funnel Performance
Stories like this bring us immense joy. We pride ourselves on getting into the nitty-gritty of projects, untangling their riddles, and creating beautiful, SEO-informed strategies for growth.
We’re here to fine-tune and fuel your marketing engine. If you’re interested, talk shop with us today.
