SEO, Content Strategy Overhaul Delivers Rapid Results for NVISIONCenters.com [5-Month Case Study]
By Joe Mercurio
Cofounder
6 min read
By Joe Mercurio
Cofounder
6 min read
NVISION Eye Centers is an ophthalmology medical group with more than 30 locations across California, Nevada, Arizona, and Oregon, providing comprehensive eye care and vision care services. Known for its focus on patient care and advanced technology, NVISION helps patients achieve better vision through a wide range of eye surgery and vision correction options, including LASIK and other forms of laser vision correction.
Despite strong brand recognition and a growing footprint of NVISION locations, the organization struggled to translate that authority into sustained organic visibility for high-value ophthalmic topics.
While NVISION was already trusted by patients seeking eye health information and clear vision outcomes, its existing SEO efforts were not driving the traffic growth or qualified engagement expected for a national leader in ophthalmology.
We worked with NVISION to establish the ultimate goal of becoming the national organic authority on eye surgery and LASIK. We prioritized content that clearly communicated their commitment to giving patients a great experience with their eye doctors.
A central focus of the content strategy was conveying the life-changing impact of achieving better vision while reinforcing NVISION’s position as a leader in modern ophthalmology, backed by experienced surgeons and cutting-edge technology.
By aligning educational content with real patient expectations, the campaign positioned NVISION as a trusted destination for patients making high-stakes decisions about their eyesight.
Through content analysis and research, we determined that there was ample opportunity to capture a significant chunk of organic traffic through content creation alone.
Our objective was to create a breadth of expansive and highly informational content that provides more value to users than anything else currently on the web. Producing a mix of general informational topics alongside highly valuable and “high-intent” content, we targeted customers who were at different stages of the buyer journey.
Utilizing deep keyword research and analysis, we created a tiered content approach. Our team structured content types by topic and user intent and deliberately evaluated the expected efficacy of each tier to see what was working and what needed adjustment.
Natural link attraction is a goal for all of our content-heavy campaigns. When pages rank highly, they will attract natural links from various sites that reference them as the authority on the topic. This has tremendous value and has generated thousands of valuable links for us in past campaigns and other verticals.
NVISION was migrated from a custom CMS that was proprietary to the previous agency, preventing the client from having full control over their site and the content on it. The new site was built in WordPress and set up on faster servers, allowing full client access and control as well as faster response time.
We performed a high-level audit on the 20 NVISION locations at the time, determining priority areas to target, low-hanging fruit, and a multitude of opportunities for optimization both on and off-site. In the beginning months, local SEO was one of the main campaign focal points.
As NVISION gets its most qualified leads and traffic through local search, both in the “map pack” and organic results, we recognized that giving particular attention to its local search performance would be the strongest and fastest avenue to positive ROI.
TO DATE, WE'VE SEEN NOTABLE INCREASES IN SEARCH RANKINGS AND PROFILE VIEWS ACROSS EVERY SINGLE NVISION LOCATION
We are engaging in a significant CRO project for NVISION in the coming months, aiming to better convert and utilize the newfound traffic to the NVISION site and increase the brand's visibility beyond its geographic coverage.
We are utilizing a number of tactics to help optimize location pagesand new landing pages, and add a wealth of new elements, features, and more.
A/B testing, deep analysis, and iteration in Q3 will allow us to better situate NVISION as a national authority and convert traffic both in corresponding local areas and across the U.S.
Further content creation and delving into new areas for content will continue to propagate NVISION’s status as the website to visit for “all things eye care and eye health.”
Authority building and content marketing will proceed to push NVISION towards the level of existing trusted resources in the space and aim to eventually overtake them.
