Impressions

The goal was to promote a brand new product in a competitive industry. I was brought on to help launch the new website, develop an ongoing SEO strategy and build brand awareness.

The Challenge

Impressions is an at-home orthodontic treatment that costs about half as much as braces and takes about half as long to complete.

At-home invisible aligners are a very competitive product to market. Not only are they a high ticket/high consideration purchase, but many competitors offer an entirely at-home treatment while my client’s first and last visits are performed in their North Carolina office. Having the scans taken in office by a board certified orthodontist enhances the quality and precision of the treatment; however, it inevitably generates significant geographical limitations and higher costs than competitors such as Smile Direct Club and Candid Co.

The Strategy

Considering the limited budget and geographical boundaries, we felt the best course of action was to focus on SEO and building brand awareness in North Carolina. So while competitors were putting more money into PPC campaigns, we focused on developing a solid blogging and content marketing strategy that would help the website rank for our target keywords. This content could also be promoted on social media to build Impressions’ brand awareness.

Specifically, we wanted to make sure the website was extremely comprehensive when it came to invisible aligner technology. We researched these questions as a part of the KW research process
in order to develop topics for the blog. Another challenge we have faced from an SEO perspective was that the client wanted to have a 1-page website for Impressions. So we have leaned heavily on the blog in order to drive more organic traffic.

Services

Website Optimization

Content Marketing

Linkbuilding

Content Strategy & Copywriting

Keyword Research

The Results

The Impressions website was launched in May, and here are some highlights from our SEO campaign:

Have gone from 3 keywords in Google’s top 100 organic search positions in June to 103 keywords as of the beginning of November
Organic traffic increased by 176% from September to October
Ranking in top 3 for the following high value keywords:
- Teeth aligners at home
- Invisible aligners at home
- Invisalign alternative at home
- Invisible teeth aligners at home
Rank #8 for “Invisalign alternative”