HOW WE HELPED COSMETIC SURGEON
DR. MARK ATTALLA INCREASE HIS PATIENTS BY 110% IN 8 MONTHS

Dr. Mark Attalla is a well-known Australian cosmetic surgeon specialising in surgical and non-surgical solutions for liposuction.

He had been active with online marketing since 2008 and worked with various digital marketing consultants over the years with the goal to be on top of search results for competitive keywords such as “liposuction Melbourne” and “non-surgical liposuction Melbourne”.

Later in 2013, after the major Google Penguin update, the original domain www.chelseacosmetics.com.au was penalised and didn’t recover to its previous state, even one year after the update.
Dr. Attalla made an executive decision to start from scratch with a new website domain
www.chelseacosmeticsmelbourne.com.au, to help his practice to return to higher search engine ranking results.

Since then, Dr. Attalla had engaged with different Digital Marketing consultants to help rebuild the website; trying to do everything they can to boost the ranking and traffic. Despite spending a significant budget on digital marketing, he felt like the website wasn’t reaching its potential. The ranking for the above-mentioned keywords were nowhere near the top of search results and the numbers of enquiries for their liposuction services were not significant.

In March 2018, Dr. Attalla decided to search for a professional digital marketing consultant who had experience specifically within the medical industry and a proven track record in the cosmetic surgery sector. He reached out to Online Marketing For Doctors (OMD) team and after a thorough interview and background check, OMD team was commissioned to begin working on Chelsea Cosmetics Melbourne’s website.

A new history began...

This was a critically important session that allowed us to set Chelsea Cosmetics Melbourne a clear direction for their online marketing activities, their use of resources, and to establish a clear pathway for them to reach their business goals.

We sat down with Dr. Mark Attalla, and gained some fundamental information about the practice: target patients, key services, their niches, differences, strengths, weaknesses, threats and opportunities from the market, and we used this information to devise a custom online marketing strategy for his practice.

Our competitor research is designed to gain a clear understanding of who are our client’s strongest competitors are, and what are their competitive advantages, value propositions and online marketing activities.  We specifically identify;

• Where do these competitors advertise?
• How is their advertising working?
• Which are their biggest website traffic referral sources?
• SEO Strategy: what keywords are they targeting, where do they build links, where do they promote their websites?

Gaining an insight into what their competitors were doing and how their competitors operated, gave our team and the client an insight into the best direction for how to surpass them.

We extensively researched the appropriate keywords for all of the service pages on the website, conducting a comprehensive long-tail keyword research to find out which search terms that users were using to find information related to Chelsea Cosmetics’s main services.

This comprehensive keyword research enabled us to devise a strategy to help Chelsea Cosmetics target all of the important suburbs in Melbourne.

We also looked at the paid traffic data to determine the search queries that drive the most conversions for the website, and prioritised those keywords.
The keyword research covered not only short-tail but long-tail keywords for blog content development.

We implemented best practice strategies for on-page optimisation of the website, adhering to Google and other search engine webmaster guidelines;

• Writing benefit-driven copy that placed the user at the centre. Our goal was to create a website that users can quickly find the information they needed more easily.
• Ensuring Proper Indexation: Through the use of sitemaps, pagination, no-indexing tags and the reconciliation of all duplicate content, we were able to ensure the proper indexation of Chelsea Cosmetics Melbourne’s website.
• Individually crafted, uniquely written Meta Titles, Meta Descriptions, and Heading tags for all pages. By optimising the site’s title tags, meta description tags, heading tags and content to include targeted keywords, we were able to increase the Click Through Rate on search result listings and targeted search traffic.
• Improve the website’s loading speed for improved SEO on both desktop and mobile devices. This is one of the key elements to increase a website’s ranking performance.
• “No Follow” for unimportant links
• External linking to highly authoritative website
• Add image ALT tags to all images
• Other technical SEO setups

This is the strategy that not many agencies may be aware of, that we’ve applied successfully for many clients, helping them to reduce their budgets by up to 100%, while doubling conversions; reducing the cost per acquisition significantly.

SKAG means Single Keyword Ad group Strategy – we only use one keyword or a very close variation of that keyword in an ad group, for example “liposuction Melbourne” and “liposuction in Melbourne”.

This ensures that the ads copy is directly matching the users’ search queries, and increasing the ads click through rate.

Another successful strategy we implemented was with bidding, and our negotiation process with Google which involves always starting with a lower than average low-range bid on a particular keyword’s cost per click and increasing it up overtime to the point that Google is willing to show the ads. This helps make sure that we don’t overpay Google and together with the SKAG structure, we can control the CPC moving forward of the keyword very well, and know the exact real cost of a particular keyword.

This little known strategy is a super-efficient tactic that once set up we use to help doctors get more patients through the door automatically. Webinars helped establish Dr Attalla as an authoritative specialist in the liposuction field, and through the webinar, prospects would be able to visually connect with the surgeon and get to know the surgeon before their consultation. Webinars are also a great opportunity to educate prospects and address any objections they may have prior to the in person consultation.