Leichhardt Dental – January 2023 Monthly Report
Manager Analysis
Website metrics increased for January with traffic to the website increasing by 20.4% to 1,002 users with the majority of users coming from organic SEO. For Google ads, we have seen a slight decrease in the click-through rate however we have seen an increase in the conversion rate increasing by 8%. More favourably, though, the site’s average SEO rank remained steady with 17 keywords ranking in the top 3 positions on the first page of Google search results and 21 keywords ranking in the top 4-10 positions. Keywords ‘Leichhardt Dental’ & ‘Leichhardt Dental in Haberfield’ both rank in the 1st position on the first page of Google Search. In regards to Facebook Ads, there were 144 link clicks that resulted in a conversion. January was a busy month for the digital marketing campaigns of Leichhardt Dental – Dr Silvano & Luca Pomare. The SEO efforts focused on creating optimized content for their listing with the aim of increasing its local relevance. The Google Ads campaigns proved to be exciting, with the majority of conversions coming from clicks to the Leichhardt and Haberfield booking websites and calls through the ads and website. However, the emergency dentist search terms mostly sought dental services outside of regular business hours, when the practice was unavailable. There were also a number of low-intent, research-related, and competitor search terms that consumed the budget without resulting in conversions. To address these issues, the negative keyword list was updated by adding low-intent, research-related, specific dentist names, and competitor search terms. This ensured that high-intent searchers would continue to see the ads. Additionally, the Leichhardt campaign opted into the Business Name asset and the Leichhardt and Haberfield campaigns opted into Business Logo assets as part of Google Ads’ new features to add more character to the ads. The Leichhardt Dental GBP listing generated 5,242 views and 165 phone calls in January, a rise from the previous month. The Haberfield listing generated 1,253 views and 18 phone calls. The January digital marketing efforts showed a positive trend with increased views, website visits, and phone calls, and a decrease in direction requests. In February, the plan is to continue refining the negative keywords list and reach out to third-party booking software, Centaur Software, to install GA4 tracking code. The SEO campaign will focus on off-page optimisation and improve the site’s presence by increasing its presence on local citation sites. The ad delivery will be optimised to drive website traffic and leads. The team will also research how to transfer data from the Leichhardt Dental Facebook/Meta Business Manager account to the Marketing Dashboard. During this research, data may not be available in the dashboard but can be found in the Meta Business Manager.