Manager
It’s been mixed but overall positive results for the SEO, Google Ads, and Google Business Page
(GBP, formerly Google My Business) campaigns. Website metrics saw highs and lows – a 10.7% slip in website traffic, but a 1.2% increase in average session duration. The overall trend of traffic was also fairly high. 43.6% of all website users arrived through organic search channels, which is pleasing to see. Moreover, the site’s average SEO rank went up by 1.5% and keyword performance has been promising, with more keywords now on the first page of Google search results! 2 of the keywords even hold the #1 spot. Meanwhile, the GBP keywords are within the map pack and the GBP campaign has seen a significant number of views, website visits, and phone calls. Finally, September is been exciting for the Google Ads campaign. It saw 34 total conversions from 179 clicks, and gained an 18.99% conversion rate. There may be more conversions since the dashboard can take up to 26 days to update. However, we cannot attribute successful bookings that came through Google Ads due to booking software limitations. In September, we performed on-page optimisations on the ‘emergency dentist’ keyword, and posted SEO-optimised content for the GBP listing. We also added image extensions for the Leichhardt and Haberfield campaigns, as well as new keywords to target a higher-intent audience. In October, we will update the negative keywords list and shift to off-page optimisation strategies to improve website authority and relevance.
Facebook Analysis
0.94% CTR
267 Clicks
9,252 Reach
September has been challenging for the Facebook Ads campaign. The campaign has not received leads made through contact form submissions yet. Also, there were no phone number clicks which would indicate high intent to reach out to the business immediately after seeing the ad. Similar to Google Ads, we cannot attribute successful bookings made after clicking through the Facebook Ads. Also, we are unable to track clicks to the Leichhardt or Haberfield practice’s booking links from the website through Facebook Ads.
However, the campaign saw 78 link clicks, which are people who were interested in the ad and clicked through to the website for more information or possibly to book an appointment. There were also 2 post shares and 3 post saves. A post share will enable the campaign to reach a wider audience at no additional cost, while a post save shows that a user considered revisiting the ad copy content at a later time. As such, both these actions can take a longer time towards conversion.
With that being said, the plan for October is to optimise the ad delivery to try getting either contact form submissions or phone number clicks.
SEO Analysis
13 keywords ranking in top 3 (first page) results
23 keywords ranking in top 4-10 (first page) results
Keyword ‘dentist in Leichhardt’ is ranking in the 4th position (first page)
Keyword ‘Leichhardt dental’ is ranking in the 2nd position (first page)
Keyword ‘Leichhardt dental in Haberfield’ is ranking in the 1st position (first page)
Keyword ‘Invisalign Leichhardt’ is ranking in the 4th position (first page)
Keyword ‘dentist in Inner West’ is ranking in the 4th position (first page)
In September, on-page optimisation was completed with a focus on the keyword ‘emergency dentist’.
Through October, the SEO campaign will focus on off-page optimisation strategies to help improve the site’s authority, relevance, and trustworthiness.
Google Ads Analysis
34 Conversions
179 Clicks
8.97% CTR
$3.86 Avg. CPC
18.99% Conversion Rate
September has been an exciting month for the Google Ads campaigns. Most conversions came from clicks to the Leichhardt booking website. There can also be more conversions later, since the Haberfield campaign can take up to 26 days between the ad impression and the conversion to occur.
However, emergency dentist search terms were mostly looking for dental services during after-hours or the weekend, when Leichhardt Dental cannot immediately attend to their needs. There were also a number of low-intent and research-related search terms taking up the budget without getting conversions. Furthermore, we are unable to properly attribute the successful bookings that came through Google Ads due to the limitations of the booking software. This is beyond our control.
For September, we added image extensions for both Leichhardt and Haberfield campaigns, based on Google’s recommendation. We also added new keywords such as “emergency dentist inner west” and “emergency dentist haberfield” to target an audience with higher intent to avail dental services. We also added low intent, research-related, and competitor search terms in the negative keywords list to keep high intent searches in seeing the ads more.
With that being said, the plan for October is to continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches.
GBP Analysis
Keyword ‘dentist in Leichhardt’ is ranking in 3rd position in Google Maps or local search results (in the map pack).
Keyword ‘Haberfield dentist’ is ranking in 3rd position in Google Maps or local search results (in the map pack).
In September, the Google Business Profile (formerly Google My Business) listing for Leichhardt Dental – Dr Silvano & Luca Pomare generated 4,438 total views, 121 website visits, 82 direction requests, and 80 phone calls were made directly from the GBP listing.
Meanwhile, the Leichhardt Dental In Haberfield GBP listing was reinstated.
The listing generated 1,379 total views, 57 website visits, 23 direction requests, and 10 phone calls were made directly from the GBP listing.
Also in September, an SEO optimised content for the GBP listing was created with the goal of gaining more location relevance. The post can be viewed here https://posts.gle/iP3q5s.
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