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Leichhardt Dental – November 2022 Monthly Report

Dec 7, 2022

Manager

November has been an up and down month for the different campaigns. Website traffic slipped slightly, with an up-and-down trend that ended on an upward note – something that the campaign will ideally build on. The largest percentage of site visitors came through organic search channels (44.4%), with a notable number also coming through CPC (cost per click) channels. For the SEO campaign, the site’s average rank went up by a small but welcome margin, with sustained keyword performance. Then for the GBP listings, both the Haberfield and Dr Silvano & Luca Pomare listings generated increased views, website visits, and phone calls than the month prior. For Facebook Ads, the campaign was only active from 01–07 November, but it generated 21 clicks. In November, we completed optimisations on the ‘Haberfield dental’ keyword, and created optimised content for the GBP listings. This December, the SEO campaign will focus on off-page strategies to improve website Google presence, while the Facebook campaign will restart under the Meta Business Manager account.

Facebook Analysis

  • 0.97% CTR
  • 51 Clicks
  • 2,985 Reach
  • Unfortunately, as you are aware throughout November, the campaign was active for only the period 1 – 7 November. During this time, the campaign generated 21 link clicks (directing traffic to the website) and the post was shared 1 time, resulting in a wider audience at no additional cost. While the campaign was paused, we have continued to actively monitor competitor campaigns and industry trends.
  • As we enter December, the campaign will be restarted under the Leichhardt Dental Facebook/ Meta Business Manager account.

    • SEO Analysis

  • 16 keywords ranking in top 3 (first page) results
  • 20 keywords ranking in top 4-10 (first page) results
  • Keyword ‘Leichhardt dental’ is ranking in the 1st position (first page)
  • Keyword ‘Leichhardt dental in Haberfield’ is ranking in the 1st position (first page)
  • Keyword ‘dentist in Leichhardt’ is ranking in the 2nd position (first page)
  • Keyword ‘Invisalign Leichhardt’ is ranking in the 3rd position (first page)
  • Keyword ‘dentist in Inner West’ is ranking in the 5th position (first page)
  • In November, on-page optimisation focused on the keyword ‘Haberfield dental’. The effect in its ranking can be expected to materialise in the coming weeks.
  • Through December, the SEO campaign will focus on off-page optimisation to build more quality backlinks, increase site mentions, and improve the site’s Google presence.

    • Google Ads Analysis

  • 46 Conversions
  • 165 Clicks
  • 8.01% CTR
  • $4.22 Avg. CPC
  • 27.88% Conversion Rate
  • November has been an exciting month for the Google Ads campaigns. Most conversions came from clicks to the Leichhardt and Haberfield booking websites. The rest are from calls and form submissions.
  • However, emergency dentist search terms were mostly looking for dental services during after-hours or the weekend. There were also a number of low-intent and research-related search terms taking up the budget without getting conversions. These drove the overall cost per click to slightly increase from $3.57 to $4.22 from October to November, respectively. The ads also briefly stopped delivering between the 8th to the 10th of November due to an expired card associated to Billing.
  • For November, we added low intent, research-related, specific dentist names, and competitor search terms in the negative keywords list to keep high intent searchers in seeing the ads more. This includes terms looking for after hours, 24/7, and even free emergency dental services.
  • With that being said, the plan for December is to continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches. We will also reach out to the third party booking software, Centaur Software, once more to have them install the GA4 tracking code on their end. When we previously engaged with them, they could only install Universal Analytics code, which would be phased out by Google in July 2023.

    • GBP Analysis

  • Keyword ‘dentist in Leichhardt’ is ranking in 2nd 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 November, the Google Business Profile (GBP) listing for Leichhardt Dental – Dr Silvano & Luca Pomare generated 5,451 total views (up from 4,580 in the previous month), 152 website visits (up from 132 in the previous month), 73 direction requests, and 154 phone calls (up from 98 in the previous month) were made directly from the GBP listing.
  • Meanwhile, the Leichhardt Dental In Haberfield GBP listing generated 1,370 total views (up from 999 previously), 46 website visits (up from 28 previously), 31 direction requests (up from 27 previously), and 30 phone calls (up from 24 previously) were made directly from the GBP listing.
  • Also in November, an SEO optimised content for the Leichhardt Dental – Dr Silvano & Luca Pomare listing was created with the goal of gaining more location relevance. The post can be viewed here: https://posts.gle/TsvYNj.
  • A separate optimised content was posted in the Leichhardt Dental In Haberfield GBP listing. The post can be viewed here:https://posts.gle/UUaHoZ.

    • Leichhardt Dental – October 2022 Monthly Report

    Nov 7, 2022

    Manager

    It’s been a month of welcome wins for the SEO, Google Ads, and Google Business Page campaigns. Website traffic is up by 8.4%, and the overall trend was high with several peaks. The average session duration saw a marginal decrease, but remains well over 1 minute. A significant percentage of users again arrived through organic search channels, and majority of them were new to the website. In terms of SEO performance, the site saw a rise in the average SEO rank, and sustained keyword metrics. The GBP listing also performed fairly well, with a small increase in views and 24 phone calls. For Google Ads, it’s been an exciting month. The campaign gained 46 conversions off 194 clicks, leading to a 23.71% Conversion Rate. Most of these conversions came from the Leichhardt and Haberfield booking sites. However, users searching for emergency dental services did so outside of work hours. In November, we will focus on-page optimisations on the ‘Haberfield dental’ keyword due to its monthly search volume. Meanwhile, Faceboook Ads experienced some setbacks, with no leads coming through the contact form submissions. We did see 90 link clicks, however, and some high-intent user engagements. We will optimise audience targeting to improve user actions.

    Facebook Analysis

  • 0.91% CTR
  • 266 Clicks
  • 9,198 Reach
  • October has been challenging for the Facebook Ads campaign. The campaign has not received leads made through contact form submissions. 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.
  • However, the campaign saw 90 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 1 post save. 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.
  • With that being said, the plan for November is to optimise the custom Events to effectively measure contact form submission on other pages aside from the Contact Us page: https://leichhardtdental.com.au/leichhardt-dental-2/ and https://leichhardtdental.com.au/leichhardt-dental-in-haberfield/. We will also optimise audience targeting to try getting either contact form submissions or phone number clicks.

    • SEO Analysis

  • 15 keywords ranking in top 3 (first page) results
  • 20 keywords ranking in top 4-10 (first page) results
  • Keyword ‘dentist in Leichhardt’ is ranking in the 2nd position (first page)
  • Keyword ‘Leichhardt dental’ is ranking in the 1st position (first page)
  • Keyword ‘Leichhardt dental in Haberfield’ is ranking in the 1st position (first page)
  • Keyword ‘Invisalign Leichhardt’ is ranking in the 2nd position (first page)
  • Keyword ‘dentist in Inner West’ is ranking in the 5th position (first page)
  • In October, the SEO campaign focused on off-page optimisation strategies with the goal of gaining more contextual links to improve the site’s presence in Google.
  • Through November, the SEO on-page optimisation will focus on the keyword ‘Haberfield dental’ as it has a medium to high level of competition and significant monthly searches. The goal is to bring it closer to the #1 position in Google search results.

    • Google Ads Analysis

  • 46 Conversions
  • 194 Clicks
  • 10.49% CTR
  • $3.57 Avg. CPC
  • 23.71% Conversion Rate
  • October has been an exciting month for the Google Ads campaigns. Most conversions came from clicks to the Leichhardt and Haberfield booking websites. All important performance metrics also improved compared to September.
  • However, emergency dentist search terms were mostly looking for dental services during after-hours or the weekend. There were also a number of low-intent and research-related search terms taking up the budget without getting conversions.
  • For October, we set up Google Analytics 4 (GA4) tracking, which will be the new standard for measuring website statistics in 2023. We also added low intent, research-related, specific dentist names, and competitor search terms in the negative keywords list to keep high intent searchers in seeing the ads more.
  • With that being said, the plan for November is to continue updating the negative keywords list to avoid wastes in budget due to irrelevant, low intent and competitor searches. We will also reach out to the third party booking software, Centaur Software, once more to have them install the GA4 tracking code on their end.

    • GBP Analysis

  • Keyword ‘dentist in Leichhardt’ is ranking in 2nd 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 October, the Google Business Profile (formerly Google My Business) listing for Leichhardt Dental – Dr Silvano & Luca Pomare generated 4,580 total views (up slightly from 4,438 in the previous month), 132 website visits (up slightly from 121 in the previous month), 72 direction requests, and 98 phone calls (up slightly from 80 in the previous month) were made directly from the GBP listing.
  • Meanwhile, the Leichhardt Dental In Haberfield GBP listing was reinstated.
  • The listing generated 999 total views (down from 1,379 previously), 28 website visits (down from 57 previously), 27 direction requests, and 24 phone calls (up from 10 previously) were made directly from the GBP listing.
  • Also in October, an SEO optimised content for the Leichhardt Dental – Dr Silvano & Luca Pomare listing was created with the goal of gaining more location relevance. The post can be viewed here: https://posts.gle/t1qCe1.
  • A separate optimised content was posted in the Leichhardt Dental In Haberfield GBP listing. The post can be viewed here: https://posts.gle/cXip45.