Introduction
As a professional organization dedicated to helping dentists treat occlusion and TMJ/TMD-related pain using advanced technologies and research, ICCMO is well-regarded in the medical and dental communities.
However, in 2023, the organization's digital presence was not reflective of its influence in the medical field. The website suffered from low traffic, outdated SEO practices, and suboptimal user engagement.
In January 2023, SB Infowaves, a leading digital marketing firm, took control of the ICCMO website and began a comprehensive overhaul aimed at improving key performance metrics such as traffic acquisition, user engagement, and search engine rankings.
Challenges Faced
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1. Low Website Traffic and Poor Keyword Rankings
ICCMO’s website was not attracting enough traffic, and relevant keywords—such as "fellowship and mastership in craniomandibular orthopedics"—were not ranking on search engines. This posed a significant challenge for a niche organization looking to attract dental and medical professionals globally. -
2. Lack of Targeted Traffic
The website lacked an effective content strategy and was not reaching the key demographics of professionals in the USA and Canada. This issue was compounded by underperforming SEO and no structured strategy for acquiring organic traffic. -
3. User Engagement Issues
The user experience on the ICCMO website was poor. The site had slow load times, a cluttered design, and unstructured navigation, which led to high bounce rates and low engagement sessions. -
4. No Clear Membership Conversion Funnel
Although ICCMO’s membership offering is critical to its value proposition, there was no clear funnel to convert website visitors into members. The website lacked call-to-actions (CTAs) and streamlined processes for users to engage with ICCMO’s membership programs. -
5. Limited Social Media Presence
ICCMO’s social media channels, particularly Facebook, were underutilized. This limited their ability to connect with potential members, promote events, and drive traffic to the website.
Solution Provided by SB Infowaves
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1. Comprehensive SEO Strategy
SB Infowaves conducted an in-depth SEO audit to identify opportunities for keyword optimization and content enhancement. They:- Targeted 36 ICCMO-related keywords that were previously unranked.
- Optimized key landing pages, including the “Fellowship and Mastership” and “Home/Events” pages, to ensure they appeared in relevant search queries.
- Enhanced meta tags, titles, and on-page content for search visibility.
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2. Traffic Acquisition Strategy
A multifaceted traffic acquisition approach was adopted:- Organic Search: The SEO efforts resulted in a 134.88% increase in organic search traffic.
- Referral Traffic: SB Infowaves built strategic partnerships and utilized backlinks to boost referral search by 118.05%.
- Direct Search: Targeted campaigns led to a 58.85% growth in direct search traffic, ensuring more users directly engaged with the website.
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3. User Experience Optimization
To resolve issues with user engagement, SB Infowaves revamped the website design:- Simplified the site’s navigation, making it easier for users to find key resources.
- Improved page loading speeds and mobile optimization to cater to professionals accessing the site from various devices.
- Introduced engaging content formats, such as infographics and educational blog posts, leading to an 83.33% increase in engagement sessions.
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4. Membership Funnel Enhancement
SB Infowaves developed a clear membership conversion funnel:- Introduced strategically placed CTAs on high-traffic pages such as the “ICCMO Fellowship” page, which contributed to increased membership searches.
- Optimized landing pages to clearly communicate the value of membership and simplify the sign-up process.
- Created email campaigns targeting potential members based on their interaction with the site, nurturing leads and offering exclusive content.
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5. Social Media Optimization
To expand ICCMO’s social media reach, SB Infowaves implemented a new content strategy:- Content Calendar: Created a consistent posting schedule to share educational resources, event promotions, and member testimonials.
- Audience Engagement: Introduced interactive posts such as polls and Q&A sessions, leading to a 100% increase in reach, views, and content interactions on Facebook.
Outcome
- 94.03% increase in active users on the website.
- 100% growth in new users visiting the ICCMO site.
- 83.33% more engagement sessions, indicating higher user involvement.
- 100% increase in first-time visits, showing enhanced visibility and reach.
- 134.88% increase in organic search traffic, thanks to the SEO strategy.
- 118.05% growth in referral traffic, with more users coming from strategic partners.
- 58.85% rise in direct traffic, indicating improved brand recognition.
- 56.16% increase in organic video search, showcasing the success of video content optimization.
- 96.88% increase in active users from the USA.
- 82.04% increase in active users from Canada, solidifying ICCMO’s presence in key regions.
- Significant traffic increases were observed for high-priority pages:
- 176.22% growth on the “Fellowship and Mastership” page.
- 203.85% growth on the “Home/Events” page.
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Of the 36 ICCMO-related keywords that initially had no ranking:
- 11 keywords now rank on the 1st page of Google.
- 11 keywords rank on the 2nd page.
- 4 keywords rank on the 3rd page.
- Facebook saw a 100%+ increase in reach, views, and content interactions, making it an effective platform for engaging potential members and promoting ICCMO’s initiatives.
Conclusion
By effectively addressing key challenges such as low traffic, poor SEO, and lack of user engagement, SB Infowaves has elevated ICCMO to become a highly visible and engaging resource for professionals in neuromuscular dentistry and craniomandibular orthopedics.
The results clearly demonstrate the impact of SB Infowaves' data-driven strategies, leading to measurable growth in all key metrics, from user acquisition to search engine rankings.
Moving forward, ICCMO is well-positioned to leverage its enhanced digital presence, fostering further expansion of its influence and reach within the global medical and dental communities, solidifying its leadership in the field.
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