The Challenge
The difficulty was for the SEM team to make Evoker stand out against hundreds of similar, neighbouring physios without relying on the simple strategy of outspending competitors. For Evoker, acquiring new leads was already an expensive endeavour and increasing the budget was not the most viable solution.
Before 121 Group took Evoker on board, their previous agency had removed many links. This tanked their rankings and organic visibility, leaving a lot of work for the SEO team.
The Solution
Working closely with Evoker, we implemented a strategy that set out to change the type of customer Evoker targeted with SEM. Many competitors in the space already boasted low prices and quick turnarounds, whereas Evoker could rely on its results-driven experience and premium services to stand out. Using targeted keyword lists and search campaign targeting, 121 Group targeted higher-value traffic and customers, avoiding those who were better suited to other clinics.
A vital part of this strategy was also the generation of new, tactical ad-copy. The SEM team leveraged this aspect to distinguish the brand in a competitive market.
As soon as the SEO team came on board, we built a link-building strategy to replace the lost links quickly. We also rolled out a whole SEO campaign, optimising Evoker’s entire site and fixing multiple technical issues.
The Result
Positioning Evoker as the premium physio option in Sydney helped the brand ultimately see a 55 per cent monthly decrease in cost per lead from approximately $200 to consistently under $100. By targeting only the ‘right’ type of customer, the SEM team saved costs and maximised average customer lifespan whilst average monthly conversions also started an upward trend.
Meanwhile, Evoker’s website corresponded to a large set of highly competitive Google keywords in the Sydney CBD, falling within the top-three Google results for each one. This strategy from the SEO team improved Evoker’s organic rankings and performance and drove valuable leads to their business.
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