Background Information
Dr. Katie Orr owns a holistic and general dentistry practice based in Indianapolis. With over 25 years of experience, Dr. Katie offers comprehensive family dental care alongside a fully holistic, biologically compatible approach, holistic children’s dentistry, and minimally invasive cosmetic services. Her practice helps patients across greater Indianapolis, with a particular focus on the Northern Indy communities of Carmel, Fishers, Zionsville, Westfield, and Greenwood.
Initial Situation
Dr. Katie came to our Indianapolis SEO company with a clear goal: to drive more new patients from Northern Indianapolis to her practice. While she offers full general dentistry services, a major differentiator is her holistic and biological dentistry expertise, which can be difficult to communicate online.
The challenge was twofold:
- Helping her practice rank well and stand out to potential patients online.
- Ensure users are educated on the type of holistic dentistry Dr. Katie supplies and how her approach is different.
What We Did to Help
We had to make sure that her campaign wasn’t cookie-cutter like most dentists tend to get. We wanted to make Dr. Katie’s expertise the foundation of the new content we wrote by using tactics such as:
Interviews to Gather Subject-Matter Expert Material
We gained a ton of information we needed for our content strategy just by hosting a single 30-minute call with Dr. Katie. Our team came prepared with 15 unique questions with the goal of learning:
- Questions her patients ask most often
- Common misconceptions on holistic dentistry that she often has to correct
- Her own insights and philosophies on dentistry (in her own words)
- What topics her target patient cares about most
This SME interview call was recorded, allowing our team to relisten and thus produce:
- 10 new blog posts that answer the highest-priority topics
- New, long-form resource pages to support her core dental offerings
- Social media content repurposed from all the new site content
Because our writing utilized Dr. Katie’s real expertise in her own words, the content held a high-level of authority that patients look for when looking for a new dentist.
Search Engine Optimization
Alongside the SME interviews, we also implemented local, dental-specific SEO services that focused on:
- Keyword research for both general dentistry and holistic terms
- Optimizing the new blog posts and long-form pages around local search queries
- Refining on-page elements across the site to align with the search intent of her ideal patient
- Monitoring Google Search Console closely to learn which topics were gaining the most traction
Results of Our Work
Our expert-led approach delivered well beyond the goals we set at the start of the engagement with Dr. Katie.
Two of the blog posts we produced from the single SME interview quickly became top performers, driving the majority of the organic growth and a significant share of new patient leads on their own.
We also saw several of her key terms rank in the top 10, as well as featured placements in Google’s AI Overviews!
Overall, as a result of our SEO and AI search services, when comparing the data year-over-year, Dr. Katie’s practice saw:
- 538% increase in organic traffic
- 780% above the annual traffic goal we set together
- 50% increase in leads
- 26% increase in homepage traffic