Search Marketing Success: Eye Physicians of Austin

Eye Physicians of Austin provides comprehensive eye care to Austin and Central Texas. Since 1963, this group of ophthalmologists has served families in need of eye care services, including cataract surgery, LASIK surgery, eyelid lifts, BOTOX, vision correction surgeries, nutrition, dry eye treatment, general ophthalmology, eye glasses and contacts, and glaucoma treatment.

Problem

For their web site, EPOA initially went with a firm doing nationally syndicated, template-based sites. After a year, they had not seen any significant traffic from organic search, and the paid search program was anemic. While price was the deciding factor initially, the low value delivered made the doctors reconsider their decision after just one year.

Solution

After studying the search characteristics of the local market, we proposed a site architecture to build up the organization's strengths: having 7 doctors means having 7 times more content than most competing specialists. The site was completely redesigned, with customized content developed by a medical specialty writer (unique content helps a site show up on a broad range of search terms). Because the writer worked closely with us, the copy is very well optimized, especially for those terms relevant to the doctors: Austin eye doctors, Austin cataract surgeon, Austin LASIK surgeon, etc.

Results

The results were a surprise, even to us: every term we targeted was immediately a Top 10 or Top 20 term on Google, and within just a few weeks, they all became Top 10. This high level of visibility drew lots of search traffic: over 300% more traffic, and because searches for a doctor generally are prompted by an immediate need, a much larger proportion of people taking action.