Project Overview
McRae Plastic Surgery is a Canada-based clinic specializing in cosmetic and reconstructive surgery for the face and body. They offer a wide range of surgical procedures, including facelifts, breast augmentation, and body contouring.
Goal
The goal of the SEO project for McRae Plastic Surgery was to establish it as a leading plastic surgery clinic in Toronto. To achieve that goal, we needed to increase online visibility and generate more traffic. They also wanted to generate interest in their range of surgical procedures and ensure potential patients could find and explore their treatment options.
Solutions
To help McRae Plastic Surgery reach all its objectives, we developed an advanced SEO strategy focused on content expansion, technical improvements, and authority building.
- Service Page Expansion: Created pages for all plastic surgery procedures offered,to improve visibility for potential patients searching for specific treatments.
- Blog Expansion: Created new articles to educate patients and increase organic traffic.
- Ongoing Technical Audits & Fixes: Regularly identified and resolved technical SEO issues, including page speed optimization, metadata improvements, and broken link fixes.
- High-Quality Backlinks: Secured authoritative backlinks from relevant medical and industry websites to enhance search rankings and bring qualified leads.
Service Page Expansion
We created dedicated service pages for all surgical procedures offered by McRae Plastic Surgery. To ensure maximum visibility and high local rankings, we conducted location-specific keyword research. First, we identified the parent page and mapped out relevant child pages for each procedure. Each page was built with optimized content, videos, before-and-after images, and a map to enhance user experience. Additionally, we updated the menu navigation to make the service pages more accessible and improve site structure.
Blog Expansion
We discovered that plastic surgery costs in Canada were a highly searched topic, making it a strong angle for blog content. Focusing on the top five plastic surgery procedures, along with a general guide covering all plastic surgeries, we created keyword-optimized, research-based content that detailed pricing across different cities in Canada.
By addressing a key concern for potential patients, these blog posts became top-performing pages, increasing organic traffic and bringing in highly interested visitors searching for procedure costs.
Ongoing Technical Audits & Fixes
When we started, McRae Plastic Surgery's website had a health score of 59, which was limiting its performance. We conducted a technical audit and identified several issues, including site speed problems and duplicate meta tags caused by a plugin conflict.
By systematically addressing these issues, optimizing site speed, metadata, and overall technical structure, we improved the health score to 85, enhancing the website’s performance, user experience, and search engine rankings.
High-Quality Backlinks
To strengthen McRae Plastic Surgery’s online authority, we focused on guest posting and collaborations with niche-relevant websites in the health and beauty industries, including magazines and online publications. Our strategy targeted both local and global websites, ensuring a diverse and authoritative backlink profile.
As a result, we secured 101 high-quality backlinks, contributing to a Domain Rating increase from 9 to 28, improving search rankings and overall site credibility.
Results
By implementing a targeted SEO strategy, expanding service pages, and creating data-driven blog content, McRae Plastic Surgery achieved a 2256% increase in organic traffic. Monthly organic traffic grew from 358 to 8,436, with the newly developed pages and high-intent blog posts driving substantial visibility and attracting more potential patients.
At the start of the project, only 40 keywords ranked in the top 10 positions. This number has now grown to 1,364, reflecting a 3310% increase. The improved keyword rankings enhanced organic visibility, making it easier for potential patients to find McRae Plastic Surgery online.
At the beginning of the project, McRae Plastic Surgery's Domain Rating (DR) was 9. We acquired 101 high-quality backlinks through strategic link-building efforts, which helped strengthen the website’s authority. As a result, the DR increased to 28, marking a 211% growth, improving credibility and search rankings.
