From Regional to National
With a refreshed theme designed specifically for Metropolitan Pain Consultants (MPC), there was a strong internal desire to move into the next level of recognition. Our team was hired to propel all three physicians and their brand into the national medical spotlight. Each physician had their own specialties and wanted to build their personal brand as well, so we developed a system that would support many varied groups of content – each with their own business goals and governance.
Research First, Editing Second
MPC had a good deal of content on their website when we first started the project, but they needed it to be rewritten and fast. With zero understanding of SEO and little experience writing, their content was mismanaged, didn’t feature any form of internal or external link structure, it was riddled with duplicate content, and often featured pages and posts with around 100 – 200 words of content. Their on-page SEO needed a complete overhaul that would fix all of their errors and inconsistencies.
The first step in correcting these issues was establishing an SEO audit unlike any we did before – the results of which are unfortunately long gone. It’s why and how we came up with our 75 point checklist that we utilize on every audit. After the results became apparent and numerous, we needed a place to start. Our team quickly agreed that we needed to identify which keywords would yield the most results and were the most beneficial for their practice.
A Massive Editorial Undertaking
To accomplish a full editorial and SEO rebuild, we started with the most important pages first: what types of illnesses or injuries they treated as well as what medical treatments they used to treat them. It turned out that there were 106 of these pages and they all needed to be heavily revised and rewritten. After three months, we completed the task at hand and were ready to move onto the next step in the project: rewriting over two hundred posts and writing nearly 50 more.
Several months went by and we were beginning to see traffic generating on the pages and posts we relaunched. They lived side-by-side with the legacy posts that we didn’t have enough time to get through. Over the course of a year, we revised everything on the site until it became user and search friendly. This included providing cornerstone content pieces which became the basis of our internal linking structure – a structure that increased CTR enormously.
Midway through the life cycle of the project, the physicians decided that they were going to shift the focus of their brand towards non-narcotic based pain relief. This meant that a lot of the work we did on the project had to be scrapped and once again reproduced with their new goals in mind. While some of the work we did could be repurposed, a lot of it couldn’t be used again and that created a massive redirect project that we won’t get into.
Needless to say, taking a pain management company that is built around conventional medicines and shifting the entirity of the project towards a more holistic approach took a lot of time and effort. The results were worth it in the eyes of the client and they began, again, seeing results for their targeted keywords and audience.
Throughout the life of the project, everything has been done in close collaboration with the team at MPC. We strategized together, scrummed together, implemented and tested new features together, and we even ate pizza together. The entire process centered around the idea of offering patients a new way of approaching pain management and always staying on the bleeding edge of medical technology. This resulted in our largest, and arguably, most successful project to date.
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