Ellis Dentistry in Everson, Washington has been in business since 2001. In 2011, Dr. Randle Ellis opened a new state-of-the-art facility in Everson, and while the new clinic was a significant draw from some new patients, the brand’s online presence was still not where it needed to be, and new business was lacking as a result.

Dr. Randal Ellis turned to Dental MKGT with two goals: increasing the number of phone calls and generating more feedback forms on the website.

The Solution

Our team immediately got to work with Randy and his marketing manager, Johnna Larson, to set concrete goals that would define success for our engagement. Once these targets were established, we began by installing Google Analytics, creating formal goals on the website, and setting up custom events within our reporting dashboard.

With an accurate measurement model in place, we began optimizing Dr. Ellis’s site for search, selecting keywords that would help boost rankings overall – and thus brand awareness – but also increase conversions, by targeting search phrases specifically used by new patients looking for a dentist office.

During this period, we also researched, built, and launched a multi-pronged paid advertising campaign through Google AdWords, targeting patients at all stages of the buying funnel. The broadest section of the campaign used Google Display ads to reach people reading about healthcare on local websites, who demonstrated interest in finding a new dentist or primary care provider. We also used standard AdWords text to reach users typing broadly related terms into Google search, such as “best dentist” or “dentist reviews Everson.”

We also targeted keywords that demonstrated an intent to make an appointment soon or right away, such as “dentist office near me” or “make dentist appointment Everson.” By combining this approach with our more broad terms, we were able to cover a wide range of potential new patients at different stages of their decision-making process.

The Results

Within the first year, we increased the number of keywords ranking 1 to 3 in Google Local by more than 228%, including 20+ highly converting search terms. We also were able to consistently improve AdWords performance month over month, driving a 142% increase in phone calls within the first four months.

Other positive outcomes included:

• 338.71% increase in visitors from organic search, as measured by Google Analytics
• 40% increase overall in new visitors to the DrEllisDentistry website
• Across-the-board increases in site acquisition and engagement, with new sessions increasing by 17.37% year over year, pages per session by 18% YOY, and average session duration by over 26.30% YOY
• Increase in branded searches for Ellis Dentistry by 28.57%, demonstrating greater brand awareness influenced by their business growth and stronger presence in search results

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