Case Study of Dental Surgery Virginia

Case Study of
Case Study of Dental Surgery Virginia
Business Model :Dental Surgery Virginia is an oral and maxillofacial surgery services provider. They provide a range of surgical services, such as Tooth Extractions, Dental Implant Surgery, Denture Extracts, Wisdom Teeth Removal, Dental Reconstructive Surgery, Oral Pathology / Cancer Screens. They also offer emergency treatment for toothaches, dental decay, and pain caused because of wisdom teeth.

Toothaches can be painful and disrupt work, school, sleep, and daily activities. Urgent care and same-day care are available for patients. Immediate surgery to alleviate pain, minimize stress, and improve quality of life is provided.

Case Study of
  • Website:
  • Industry:Dental Surgery
  • Target Market:Fredericksburg & Chesterfield, Virginia, USA
  • Challenges:

    The SEO challenges that we faced at the beginning of the campaign were related to proper keyword research & targeting and focused on-page optimization. There was also a lack of Google Indexing of all the website pages and important on-page parameters (page titles, meta descriptions, header tags, canonical links). These were the main issues that we needed to resolve. The major challenges were:

    • 1) Lack of Quality Traffic
    • 2) No Backlinks
    • 3) Minimal Social Media Presence
    • 4) High Competition

Our Findings :

YourSEOPick team identified the following issues that were the reasons for Dental Surgery Virginia website’s poor performance on search engines.

Improper Title Tags:

Title tags are the most important on-site element to influence rankings. Title tags should be unique for each page, with the primary keyword at the beginning and the brand at the end. Adding a unique title tag to each page summarizing the focus of that page will improve its relevance and search engine rankings for targeted keywords. In the old title tags, we found that the primary targeted keywords were not highlighted in titles.

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Missing Meta Descriptions:

Meta descriptions are displayed in search results similar to paid advertisements. Optimized meta descriptions are known to improve the click-through rate. Meta descriptions should include a call to action and align with the title and H1 tag of the page. In the old meta descriptions, we found that the primary keywords were not used.

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Missing Heading Tags:

Heading tags outline the hierarchy of content and must be unique to each page to help search crawlers understand the topical focus for a specific page and its subsections. Adding unique H1 heading tags to each page summarizing the focus of the page will improve its relevance and search engine rankings for targeted keywords. During our technical assessment, we found that there were no H1 header tags used on the homepage of the website.

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Domain Authority & Trust:

The domain authority of a site is an important factor that ranks the site either as a high-quality or a low-quality site. It is measured on a 100 point scale. A site that scores above 40 points is considered to be a fair, good-quality site. Sites that score above 70 are considered to be truly high-quality sites. When YourSEOPick team tested Dental Surgery Virginia’s domain authority compared to its competitors, we found it was 0 (out of 100). It showed that the site’s quality was low in terms of trust and authority. Therefore, it required attention.

How we did it?


We understand that increasing visibility over the internet is the key to success in online business. Dental Surgery Virginia, being an Oral Health Solution provider, should have a strong online impact. It must continually be shown in search results to gain more and more mind share with each potential customer. To gain a higher rank on the SERPs was our prime objective as it will lead to more leads resulting in higher conversions.


Phase 1 – Website audit

We assessed the existing website against a list of checkpoints. These included major ones like website errors, design issues, links, URL health, meta tags, article content quality, robots.txt, file size, alt tags, image optimization, XML & Visual sitemap, etc.

After completion of the website audit, the major issues found with the website were as follows:
  • W3C Errors
  • Missing Alt Tags
  • Missing Heading tags
  • Images Size more than 100kb
  • Improper Meta Tags
  • No Structured Data Markup
  • No Internal Linking Structure
  • Improper links in XML sitemap
  • Higher Page Load Time
  • Improper Robots.txt

Phase 2 – Keyword research

Extensive keyword research was carried out on keywords like “dental surgery”, “emergency oral surgeon”, “dental surgery virginia”, and more using keyword research tool like Google Ads.

The process :

  • Extracting the search term from each page of the website.
  • Generating a list of most relevant keywords.
  • Analyzing the keywords used by the competitors.
  • Finding a number of search results and global searches per month for each keyword.
  • Derivation of the most appropriate, profitable generic keywords based on The Keyword Effectiveness Index (KEI) and client demands.
  • Derivation of secondary and long-tail keywords for pages other than the homepage and for specific pages.

Phase 3 – On-page optimization

On-page optimization was the most demanding aspect of the Dental Surgery Virginia website. We did this through content optimization at the core of all on-page factors. We set up the Google webmasters tool to crawl and track the website errors. Apart from this, we optimized the Dental Surgery Virginia website for SEO Friendly URLs, Image Size & Alt Text, Meta Title & Meta Description, linking structure, Sitemap & Robots.txt, W3C compliance, and various other on-page factors.

Phase 4 – Website testing

We performed a website assessment to find any errors, bugs, content mistakes, and usability to check the website's SEO health after on-page optimization.

  • Post-optimization report was sent to the client.
  • Website changes finalized with the client's approval.

Phase 5 – Off-page optimization

As the Dental Surgery Virginia website is targeted towards residents in Fredericksburg & Chesterfield VA, USA, the core strategy for off-page optimization was set towards creating high-quality natural backlinks and social influence backlinks. We also wanted to create niche backlinks that could significantly help this kind of site to get higher rankings. We initiated this by carrying out 'Article Submissions' in high PR quality article sites. The title of each article focused on a generic keyword with an inner category link in the content.

Off-Page Tasks

Blog Post: Blogging improves the website rankings by keeping the content relevant and updated. It also helps target long-tailed keywords and increases external links.

Blog Link:

Offpage optimization
Offpage optimization

Article Submission: Article submission helps boost page rank, site traffic, and backlinks. It also builds website credibility and helps generate new customer bases as it has a wide reach.

Article Submission Link:

Offpage optimization
Offpage optimization

Business Listing: Business listing on multiple platforms helps build online credibility and increase the website ranking. It also helps bring in new customers as it improves the visibility and reach of the website.

Business Listing Link:

Offpage optimization
Offpage optimization

In the initial 3 months, the Dental Surgery Virginia website ranked on the first page for a few keywords. Then we targeted more generic and highly competitive keywords, and almost after 6 months, the website got ranked on the first page of various major search engines such as and Following is the list of keywords and their search engine rankings after 6 months of SEO services by YourSEOPick.

Google And Bing Comparative Keyword Ranking

Offpage optimization

Google Keyword Ranking

Offpage optimization

Bing Keyword Ranking

Offpage optimization

Google Search Console Result

We used the Google Search Console to monitor the total clicks and impressions of the website. With this we could monitor the average site position and modify our strategies as required.

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After an increase in search engine visibility and traffic conversions, our future projections for Dental Surgery Virginia website is to:

  • Acquire the 1st position for each of the targeted keywords.
  • Increase social reach through Facebook and Twitter fan pages.
  • Focus on quality link building for gaining more web traffic.
  • Refine SEO strategy to meet the requirements of the market and business.
  • Focus on getting organic listing through paid methods like PPC (Pay Per Click) and carrying out Ad Campaigns on Social Media Sites like Facebook & Twitter.