Case Study #2 – Dr. Arash Niazi, Cosmetic Dentist

Product History

When Dr. Arash Niazi became an Einstein client in 2005, he was looking to launch a brand new website and Internet marketing campaign to coincide with the opening of his dental practice. He initially purchased a Cosmetic Dentistry listing on DocShop.com for the Tacoma/Olympia area and a five-page website with Traditional Search Engine Optimization (SEO).

Following the website's release, Einstein assisted Dr. Niazi in implementing regular content updates, which included new before-and-after photos, new or modified content, and information on special offers available at the practice. These updates, in conjunction with Einstein's regular website maintenance and SEO maintenance, have contributed to the site's strong SEO performance. Throughout 2007, gigharborsmiles.com ranked on the first page of the Google™, Yahoo!®, and MSN® search engines for all of the Gig Harbor and Key Peninsula key phrases for which the site was optimized.

In April 2007, Dr. Niazi added a customized dental blog to his website. The dental blog gave Dr. Niazi the opportunity to add his own website updates, making his site a more dynamic information resource for his current and prospective patients. Dr. Niazi's posts on the dental blog, in combination with other regular updates performed through Einstein, have helped maintain the website's strong SEO performance.

Product Timeline

February 2005: DocShop.com listing and new five-page website with SEO purchased.
March 2005: Website and SEO released.
April 2007: Customized dental blog added to gigharborsmiles.com.

Search Engine Marketing Results

SEO Keyword Rankings

Dr. Niazi's main objective was to develop a strong local client base in the Gig Harbor and Key Peninsula areas. His website currently achieves 100 percent SEO efficiency for all of the keywords targeted in the SEO campaign. Comparing statistics from March 2005 (the month the website was launched) to August 2007 statistics, the percentage of keywords ranking on the first three pages of major search engines has improved dramatically:

Website Visits

The steady increase in the number of visitors to Dr. Niazi's gigharborsmiles.com website has been impressive. From March 2005 to August 2007, total visits to the site from keyword searches increased from 2 to 76. In late 2007, the site received an average of 232 total visits a month from search engine searches, direct requests, and other sources.

DocShop Visits

Dr. Niazi's DocShop listings have helped drive additional traffic to his website over time. In 2007, gigharborsmiles.com received an average of 19 visits a month from Dr. Niazi's DocShop.com listings.

Website Contacts

The number of email contacts to Dr. Niazi's practice increased substantially in 2007 as a result of the Traditional SEO campaign and his DocShop.com listing. His website, gigharborsmiles.com, generated an average of five emails a month, and Dr. Niazi expects that number to increase.

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