Blaze Media First Floor 12-14 Moor Lane Crosby, Merseyside L23 2UE

Dr Hennessy

Leading the way in the safe and professional delivery of aesthetics training, the Dr Hennessy Academy helps healthcare professionals retrain for a new career outside of the NHS.

The Brief

Our client, who works in the aesthetics industry, approached us asking for help to market her brand-new website. As she was interested in long-term gains, we quickly suggested utilising organic traffic. When we started this client had thin content, no domain authority and no organic traffic. They were alse operating in a competitive niche.

So, how did we increase their traffic and sales so significantly?

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The Process

How we increased sales by 65%
and organic traffic by 125% in 7 Months

Month 1 & 2:

Technical SEO

When we get a new client, we like to make their website crawlable for search engines. Here's a list of what we did to improve the crawl budget for this website:

  • Removed duplicate content and redirected the old URLs to the new unique pages.
  • Removed duplicate page titles to prevent keyword cannibalisation.
  • Changed the structure of website.
  • Improved the speed of the website.

Month 3:

On-page SEO and User Experience

Once we created strong foundations for the website, the next step was to give every page a purpose, create amazing content and build topical authority in the aesthetics niche. Here's what we did:

  • Conducted keyword research from where we chose high search volume, mid competition keywords that we believed our client could realistically rank for.
  • Update website meta tags to target keywords.
  • De-indexed pages with thin content (provides no value to user or search engine)
  • Created website alt tags to target keywords.
  • Added valuable content to meet users' search intent on key pages.
  • Posted regular blogs that target buying intent keywords.
  • Internally linked to important pages to pass authority and give context of the page.
  • Focussed on the User Experience (UX) for the best performing blog posts in order to generate leads.
  • Refreshed old content.

Month 4-7:

Off-page SEO

Once we started to see the impact of having a crawlable website with great content and awsome UX, it was time to build some domain authority so we could compete for the spots on the money-making keywords. Here's how we did that:

  • Requested removal for poor quality backlinks.
  • Anchor text analysis.
  • Signed up to several free website directories online.
  • Built high quality backlinks on relevant and trusted domains.
  • Webmasters created longform content and linked back to our client's website.
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The Outcome

With this client, we have seen a 123% increase in traffic and 65% increase in conversions across the 7 month period. SEO is a marathon not a race and, while there are some quick wins it's important to have a good game plan laid out with realistic goals and expectations.

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