Edgar Psychological

Edgar Psychological is a team of psychologists based in downtown Edmonton. They had an agency managing their Google Ads campaigns and were very disappointed in the results, were stuck in a Yellowpages contract that was a few months away from expiring, and were not getting very much organic traffic to their website at all. They got in touch with us because they knew that their marketing could be (and needed to be!) much better.

The team at Edgar was tired of trying a bunch of tactics in hopes of finding some success here and there. They were ready for research, planning, strategy, and accurate reporting, and committed to growing their team and serving more clients. Since we started this project, the psychology practice has more than doubled in size — originally a team of four, there are now nine psychologists on staff!

Website + SEO

Their website wasn’t receiving a lot of organic traffic, and they were heavily relying on Google Ads to generate business. We love Google Ads — but we also love when our clients can get new business without having to pay for each click. We equipped the team at Edgar with the resources they’d need to grow their organic traffic.

Our Content Guide included:

• A list of new pages to create with a series of questions to guide them on what to write for each page.
• Updates to be made to their current content, such as adding new questions to their FAQ page, updating their Contact page, and more.
• A blog post guide focused on how to find searched-for topics to write about and how to optimize for search engines.
• Recommendations for updating the images on their website.

Our Content Guide also included a Brand Voice Guide and Personas so they sound consistent no matter which psychologist is writing, and can focus on writing content that speaks to their audience. Keyword Research was conducted to inform the Content Guide and was also used for the On-Page recommendations which outlined title tags, meta descriptions, H1s, and URL structure to use for each page. These small changes significantly improved their organic search traffic.

We used Whitespark to do a citation cleanup so their listings across the web were correct with the proper name, address, and phone number. Having accurate citations is important, as they impact local search engine rankings.

Google Ads + Analytics

Their previous agency ran Google Ads campaigns from April – August 2017. While they were receiving a lot of traffic, the amount of business they received didn’t correlate. They also weren’t accurately tracking results from Google Ads — they only had a Contact Us goal which triggered on the view of the Contact Page, and not when the form was submitted.

Based on the keyword research, we created an outline of the campaigns we’d set up. We created a new Google Ads account for them and made them admins so they owned their account — we believe that all clients should have ownership and access to everything. We also set up goals in Analytics (phone number clicks, email clicks, form fills, and book an appointment button clicks) and imported them into Google Ads so we could track our efforts.

On August 25, 2018 our campaigns started and the previous agency’s campaigns ended. Although our campaigns have a smaller number of sessions than what the previous agency was running, our campaigns brought in more relevant traffic by using better keyword targeting and negative keywords.

Limitations

With the increase in business from Google Ads, it’s hard for Edgar Psychological to find time to write new pages and update current content in their brand voice — they are slowly working on updating and improving the content on their website!

We were also limited in how we tracked appointment bookings — in Analytics, we can only track people who clicked the “Book Now” button on their site, as AppointmentPlus doesn’t have Google Analytics integration. Despite not being able to fully track appointments book, the increase in the number of psychologists at the practices is a testament to how great business is.

Reflections

Due to the limitations discussed, it would have been beneficial to have additional hours budgeted so we could be more involved in updating and creating new website content. This way we could help them write new titles and meta descriptions, edit their content for brand voice, add internal links, and review their site regularly to ensure that nothing is amiss.

We are continuing to manage their Google Ads campaigns for them, but hope to one day train them so they can manage their account, so the money they’re spending on management can go towards other marketing efforts.