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.