SEO, Content Strategy Overhaul Delivers Rapid Results for NVISIONCenters.com
[5-Month Case Study]


NVISION Eye Centers, an ophthalmology medical group with 30+ offices across California, Nevada, and Oregon, came to Fractl having invested in SEO for some time with other partners that didn’t produce the traffic growth and authority improvements that they desired or expected. They held strong brand authority, but this wasn’t translating into organic traffic or conversions.

We worked with them to establish the ultimate goal of becoming “the national organic authority on eye surgery and LASIK.”

Results

Pages
produced

248

Organic traffic
increase

436%

Calls and form
completions increase

42%

Qualified traffic
increase

123%

Analytics

On-Site Content Strategy

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 that were at different stages of the buyer journey.

Topic funnels include:

  • LASIK
  • Cataracts
  • Eye conditions
  • Macular degeneration
  • Contact lenses
  • Eye surgeries

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Engagement Highlights

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 obtain top rankings, they will attract natural links from various sites that are referencing 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.

Local SEO

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

Location #1 Performance:
One of NVISION’s original locations, operating for decades:
Serving a population of:

~500,000


Searches received over this time period:

~34,000

Location #2 Performance:
One of NVISION's newest facilities:
Serving a population of:

~48,000


Searches received over this time period:

~3,600

Location #3 Performance:
One of NVISION's largest locations:
Serving a population of:

~1.4 MILLION


Searches received over this time period:

~42,000

Next Steps

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 visibility beyond its geographic coverage.

We are utilizing a number of tactics to help optimize location pages, new landing pages, and adding 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 as well as 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 eyecare 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.

The rapid growth of this campaign has been astounding. We saw a significant growth opportunity with NVISION, but the pace has been impressive nonetheless. That’s a testament to a unified agency/client team and their willingness to trust and believe in us and what we do.

Austin Sandefur, SEO & Growth Manager, Fractl

Many strong, established brands (like NVISION) have the untapped potential to become a top organic performer by simply allowing the addition of competitive content to their site. Competitive content is not self-serving or self-promotional – it’s written with an exclusive focus on satisfying searcher intent as effectively and comprehensively as possible.

Andrew O’Connor, VP of SEO, Fractl

This has been by far one of our favorite campaigns. The organic growth we’ve achieved has exceeded our projections and given us a chance to explore a new vertical.

Jonathan Hoffer, Director of Content, Fractl