Chapter 2. SEO Case Study: PhillyDentistry.com

In this chapter, we’ll show you how to put into action the optimization techniques that you learned in Chapter 1 and the conversion techniques you’ll learn in Chapter 5. To do so, we feature a case study that shows the benefits of natural search engine optimization (SEO).

Original Site

Dr. Ken Cirka, DMD, contacted us in mid-2004 seeking to boost the number of patient leads he was getting from his website. The original website had a simple, graphically rich design using stock images (see Figure 2-1).

Although it was visually appealing to humans, it was not appealing to search engines.

Through the lens of a Lynx viewer, the site looked like this:

Title=Dr. Ken Cirka, DMD

<alt text>
  Dr. Ken Cirka Center City Philadelphia dentist 1601 Walnut Street,
  Suite 1302 Philadelphia, PA 19102 215.568.6222
</alt text>

[1]drcirka@phillydentistry.com Center City Philadelphia dentist
[2][USEMAP:menu.gif]

<alt text>
  Center City Philadelphia dentist Center City Philadelphia dentist
  Center City Philadelphia dentist Center City Philadelphia dentist
  Dental Care for your lifestyle
</alt text>

[3]Meet the Doctor   |   [4]Hours & Location   |   [5]Services

                   [6]drcirka@phillydentistry.com

[3] http://www.phillydentistry.com/doctor.html (meet the doctor)
[4] http://www.phillydentistry.com/hours.html (hours & location)
[5] http://www.phillydentistry.com/services.html (services) Meta description=Five star service in dental care is abundant in Dr. Cirka's cosmetic and ...

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