Manager Analysis

In November, the SEO team successfully propelled the website’s visibility, with three key terms securing coveted positions in the top three search results, while an additional five keywords claimed spots in the 4-10 range on the first page. Notably, ‘physiotherapy Keilor Downs’ and ‘physio Keilor Downs’ both clinched the 3rd position, and ‘back pain Keilor Downs’ held a commendable 5th place. The strategic focus involved reconstructing location-targeted SEO pages centered around ‘physiotherapy’ and ‘back pain treatment’, enhancing the site’s authority and relevance. December’s SEO agenda prioritises off-page optimisation, emphasising local citation site listings to bolster the website’s Google presence further.

November saw a steady performance in Google Ads, yielding two conversions from 12 clicks, resulting in a 1.28% click-through rate and a 1.43% conversion rate. Despite a modest month for conversions, traffic remained robust with 140 clicks, and the average cost per click (CPC) remained stable month-over-month at $4.42. To optimise results, the team experimented with different bidding strategies, transitioning from Manual CPC to Maximise Conversions, utilising Google’s AI for bid optimisation within the daily budget. Future strategies involve refining keyword segmentation in Ad Groups for improved ad relevance and click-through rates. Keyword research will also be conducted to identify new opportunities for campaign expansion, aiming to uplift overall conversion performance.

SEO Analysis

• 3 keywords ranking in top 3 (first page) results
• 5 keywords ranking in top 4-10 (first page) results
• Keyword ‘physiotherapy Keilor Downs’ ranking in 3rd position (first page)
• Keyword ‘physio Keilor Downs’ ranking in 3rd position (first page)
• Keyword ‘back pain Keilor Downs’ is ranking in 5th position (first page)
• In November, the SEO campaign focused on rebuilding location-targeted SEO pages about ‘physiotherapy’ and ‘back pain treatment’. These content pages are designed to boost the site’s authority, relevance, and trustworthiness.
• Through December, the SEO campaign will prioritise off-page optimisation with the goal of gaining more listings on local citation sites to improve the new website’s Google presence.

Google Ads Analysis

• 2 Conversions
• 12 Clicks
• 1.28% CTR
• 1.43% Conversion Rate
• $4.42 Avg. CPC
• November was a slower month as we achieved only 2 conversions to the website. However, traffic is still good with 140 clicks and avg CPC is stable MoM at $4.42.
• As part of our regular optimisation strategy, we tested out new keyword bidding strategies from Manual CPC to Maximise Conversions, which uses Google’s AI to set bids to help get the most conversions for the campaign within the set daily budget. .
• Main opportunity is to restructure or properly segment keywords in tighter themed Ad Groups to help tailor the ads more and further increase CTR and ad relevance. Additionally, we will expand keyword visibility to help uplift overall conversion performance. With that we will be doing another Keyword research to check out keyword volumes and trends that can be added into our campaigns.

Manager Analysis

In October, the SEO campaign yielded positive results with 3 keywords ranking in the top 3 and 4 keywords ranking in the top 4-10 search results. Notably, the keywords ‘physiotherapy Keilor Downs,’ ‘physio Keilor Downs,’ and ‘back pain Keilor Downs’ secured prominent positions on the first page, with rankings of 3rd and 5th positions. The SEO strategy primarily focused on off-page optimisation through guest posting, enhancing referral traffic, building valuable backlinks, and strengthening the site’s authority.

Looking ahead to November, the SEO campaign will shift its focus towards revamping the SEO location pages for the ‘physiotherapy’ and ‘back pain’ keywords. This effort aims to enhance local visibility, relevance, and user engagement by targeting specific service areas.

In October, the Google Ads campaign demonstrated consistent performance, generating 6 conversions from 143 clicks, resulting in a 1.25% click-through rate and a 4.20% conversion rate. The average cost per click (CPC) stood at $4.39. Although the ads successfully drove conversions, they experienced interruptions due to a migration issue with the landing page to the new hosting platform.

To address this, the plan for October focused on ensuring the resumption of ad delivery once the landing page transition was complete. Additionally, the campaign implemented a conversion rate optimisation strategy by introducing new keywords to the General Physio ad group. The team also continued to refine the keyword selection, including the addition of low-intent, irrelevant, and competitor searches to the negative keywords list to improve ad targeting.

SEO Analysis

• 3 keywords ranking in top 3 (first page) results
• 4 keywords ranking in top 4-10 (first page) results
• Keyword ‘physiotherapy Keilor Downs’ ranking in 3rd position (first page)
• Keyword ‘physio Keilor Downs’ ranking in 3rd position (first page)
• Keyword ‘back pain Keilor Downs’ is ranking in 5th position (first page)
• In October, the SEO campaign focused on off-page optimisation strategies through guest posting opportunities to help drive referral traffic, build backlinks, and boost your site’s authority.
• Through November, the SEO campaign will focus on rebuilding the SEO location pages for the keywords ‘physiotherapy’ and ‘back pain’. These pages target the specific areas you serve, making your site more visible and relevant in local searches and improving user engagement.

Google Ads Analysis

• 6 Conversions
• 143 Clicks
• 1.25% CTR
• 4.20% Conversion Rate
• $4.39 Avg. CPC
• October saw stable performance in the Google Ads campaign. The ad impressions led to 6 calls, which show high conversion intent. However, the ads stopped delivery since the landing page has not yet been imported to the new hosting.
• As part of our conversion rate optimisation strategy, we added new keywords in the General Physio ad group.
• With that being said, the plan for October is to ensure the ad delivery is back up once the landing page is transferred to the new hosting. Furthermore, we will review the existing keywords and adjust those as necessary to reach more relevant users. We will also continue adding low intent, irrelevant, and competitor searches in the negative keywords list.