Sutton Advanced Cosmetic Dentistry
Sutton
The client's goal
Our client wanted to increase their website's visibility in Google search results and attract VIP clients. They offered premium dental services at a higher-than-market price in one of the most competitive areas in the country – Manhattan, New York City. There are more than 120 dental practices in the region, with 30 offering similar services. The main objectives were to improve the website's technical performance, optimize content, and get it to the highest ranks in Google’s search results.
Solution
The WordPress website had critical technical errors and an outdated design. We migrated it to a new hosting provider, resolved indexing issues, refined the content, and added new layout blocks to speed up page loading, improve search visibility, and make the content more appealing. To give you a preview, here are some of the promotion results:
- Dentist Sutton – 4th place (New York)
- Celebrity Dentist – 4-5th place (New York)
- Best Porcelain Veneers NYC – 5th place (New York)
- Sutton Place Dentist – 3rd and 5th place (Manhattan)
- Best Porcelain Veneers – 4th place (Manhattan)
- Celebrity Dentist – 4-5th place (Manhattan)
Design
We kept the overall design of the website, adding new universal blocks for articles. This updated the content and made it visually more persuasive. In Figma, we created the design for the new blocks, in alignment with UX standards to enhance trust and conversion. The design was approved by the client and implemented on the website.
Web development
After migrating to the new hosting platform, we quickly resolved the technical issues that arose.
Detected viruses were removed, and the security system was strengthened.
We adapted the new blocks to fit the existing styles to avoid conflicts and maintain the website's structural integrity.
SEO
During website migration, issues arose with the URL change, which required manually restoring the address structure of the entire site and setting up redirects. The URLs changed for an unknown reason – the website was sent to us in an archive format, and we noticed this problem during its migration to the new hosting platform.
The website had numerous technical errors, which we addressed as a priority:
- Configuration of robots.txt and sitemap.xml
- Optimization of metadata (meta-title, meta-description)
- Speed test and resolution of issues
- Fixing 404 errors
- Correcting the broken header hierarchy on the site
Result: A solid foundation for further promotion.
We analyzed the promotion strategies of industry leaders by examining keyword density, header structure, and metadata of competitors. This helped us create more relevant and competitive content for the client’s website.
In the following screenshot, you’ll find a comparative analysis of competitors' keyword density, which helped us adjust our content marketing strategy.
We gathered key queries targeting the VIP audience, excluding free and insurance-related searches. There are 120 dental practices in Manhattan, but only 10 of them can make it to the top. The population is 1.619 million people. We strategically competed for a top position among the 120 dental practices in Manhattan.
Many pages were under 500 characters, so we tripled their length, which significantly improved the website's rankings. The updated content boosted the website's visibility in organic Google search.
In the screenshot: website visibility on Google for commercial queries.
We expanded the menu and blog pages by adding new content and media materials. All texts were approved by the client.
This resulted in clear descriptions of services with a focus on the clinic's unique advantages. The updated content answers key client questions and encourages them to make an inquiry.
- Updated company information.
- Added new photos and current data.
- Added a list of services provided at the clinic.
For some queries, the website immediately secured 2 positions in Google’s top 10 (see screenshot).
We identified all internal links and listed them in a separate table. We calculated and redistributed page weight, used different anchors, and connected isolated pages.
Now, users can easily find the pages they need, and search engines index the content faster. The blog not only answers clients’ questions but also naturally leads them to make an appointment.
In the screenshot: a fragment of the table with internal linking setup.
- Working with indexing
- Fixing URL structure
- Regular monitoring and resolving new errors
Marketing
A marketing campaign was launched to attract additional traffic.
- Search Targeting: We excluded ads for queries already ranking in the top to avoid overpaying. The keyword list was regularly updated, and ads were optimized to reduce click costs and increase traffic relevance.
- Google Local Services ADS: We successfully completed verification in the new Google service.
Despite a small advertising budget, we were able to increase traffic and attract more potential clients.
Achievements
The website's visibility significantly increased. The new blocks made the content visually more appealing. Thanks to the new texts, the site began ranking for new key phrases, which led to an increase in organic traffic.
We recorded a growth in leads from Google search through CallRail. The increase was modest but notable, especially since these were very competitive queries.
The website's visibility doubled:
- Before the start – 1,500 impressions per day.
- After promotion – 2,600 impressions per day.
- Maximum peak – 6,700 impressions per day.
In the screenshot: performance graph from Google Search Console.
Over six months of promotion, the number of queries in Google’s Top 10 grew from 13 to 80. We did not use link buying – only technical optimization and high-quality content.
In the screenshot: growth charts for Top 10 and Top 3 positions from the ranking measurement system.
The client ended the collaboration in early 2024. Since then, the number of queries in the Top 10 has decreased by half. This highlights that regular work on the website, fixing technical errors, and updating content are key factors for sustainable organic growth.
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