Industry: Technology – EHR software for Traditional Chinese Medicine practitioners
Services: Search Engine Optimization (Content marketing) and Social Marketing
Date range: October 31st 2013 – present
Context: UnifiedPractice.com was launched at the end of 2013, after its founders saw an opportunity in bringing a fully integrated EHR solution to a very specific market (Traditional Chinese Medicine practitioners), a product that aims to streamline, organize and grow their practice.
Challenges: On-Site optimization for the main pages was not possible from the very beginning and with the site being newly launched, we switched focus on other important SEO element: content marketing. The impact was almost immediate and the site kept on growing steadily, even considering other external factors such as seasonality or search engine core algorithm updates.
Keyword research – First of all, we started by identifying the most relevant keywords based on a thorough analysis considering criteria such as volume of searches and competition levels, keywords which were afterwards targeted within future blog posts. Above all, we focused mainly on the user and integrated the keywords as natural as possible within content according to SEO’s best practices.
Content marketing plan – Having the support of an actual practitioner (co-founder of Unified Practice) meant a lot in shaping some very interesting ideas and preparing an editorial calendar which emphasized important aspects related to both Acupuncture and Technology fields.
Content marketing distribution – Having interesting and fresh content published on the website on a monthly basis was important but not enough. The truth is that promotion and distribution is essential. The most important channel throughout which we distributed content was social media, namely Facebook (Official Page and Acupuncture related groups), LinkedIn (Official page and Acupuncture related groups), Google Plus and Twitter. Each of these channels have their own particularities so according to the specifics of each market, a content marketing plan should incorporate each and every one of them. In Unified Practice’s case, although most of the social traffic received was via Facebook, LinkedIn generated the most engaging conversations. During this time, not only organic traffic was impacted (targeted keywords started to gain better rankings), but direct, social and referral traffic started to increase as well.
Targeted Keywords’ Evolution:
|Google.com||Rank in 2013 ||Rank NOW |
|Acupuncture Clinic Management Software||n/a||2|
|Acupuncture Practice Management||n/a||1|
|Acupuncture Practice Management Software||n/a||2|
|Electronic Medical Records For TCM||n/a||1|
|Practice Management For TCM||n/a||1|
|TCM Practitioners App||n/a||7|
Organic Traffic Growth
Keys to success – With SEO techniques changing each and every day, influenced by search engine algorithm updates aimed at offering a better user experience and more relevant search results, there’s no wonder that “Content is king” is what most marketers “whisper” in the SEO communities across the internet for some time now. People are more and more focused on researching and taking a buying decision (for a product or service) based on several factors, one of which is having as much information as possible at their fingertips to compare two or more similar products or services. What we aimed through this particular Content Marketing plan was to bring that information and share it with the targeted audience in an objective, yet educational way. Moving forward, the plan is to increase even further brand awareness by distributing unique and well-documented content through other channels as well, such as authoritative websites in the industry, review websites, press release communications and many more. Last, but not least, testing plays an essential role in all our efforts, as based on the results collected over a period of time, we can analyze and allocate more efforts towards a specific direction(s) to achieve the objectives set with the client.