Advanced Spine & Wellness Center

Dr. Brian Paris, a Rockville Chiropractor, started Advanced Spine & Wellness Center in 2001 to provide quality chiropractic care to the Washington, DC area. Dr. Paris believes that health is among our most valuable possessions. He provides relief and corrective care using a blended approach of structural and functional enhancement techniques.

The Problem

Dr. Paris originally contacted Blue Corona for SEO. He had a website, but it wasn't nearly as visible as he thought it should be. After an initial assessment, we discovered that 90% of the content on Dr. Paris' website was exactly the same as hundreds of other chiropractors! The company that had built Dr. Paris' website provided him with content - which is great because most small business owners don't have the time or resources to create their own web copy.

The problem is his web design company also used the same content on every other one of their client's websites! When it comes to SEO, assuming a properly coded and structured website, on-page website content is king. However, your website's content must be unique and remarkable. It's of little to no value if a consumer does a search for something related to chiropractic care or back pain and they get two dozen search results featuring the same exact content. Knowing this, Google, Yahoo and Bing rarely give such duplicate content priority in the organic search results.

In addition, Dr. Paris really had no idea how many visitors where coming to his website, where they were coming from, or (most importantly) how many were converting into new patient inquiries. He had Google Analytics on his website, but it was not configured properly. For example, his reports did not filter out internal traffic - visits to his website made by him and his staff! His GA account also did not have "Goals" configured - meaning he had no idea out of the Google Organic traffic he was receiving, how much of it was turning into inquiries.

It is an enormous mistake to invest in SEO without first having some baseline metrics. At a minimum, you must know:

• - How many visits you receive today from non-branded organic search traffic
• - Your website's true visit-to-inquiry conversion rate
• - Your cost-per-inquiry across each paid marketing strategy and major web channel

The Solution

The first thing Blue Corona did was re-build Dr. Paris' website and remove the volumes of (worthless) duplicate content. During the re-build process, we audited and optimized a Pay Per Click (PPC) campaign he had created on his own, added an on-site blog for on-going SEO and content marketing and put in place a customized version of Google Analytics - properly configured to filter out internal traffic, accurately track online new patient inquiries and even capture the phone inquiries he was receiving from his website!

We continue to monitor and track Dr. Paris' website and provide him with on-going SEO consulting and help managing his pay per click campaign(s).

Client Testimonial

"I love the tracking - being able to see exactly where my visitors come from and how many visitors it converts into leads and patients. You guys have been crushing my expectations since we started working together!"