News Article ————

The Long Road to the Right Results

Author image Published by isobel.regan@dontpanicprojects.com
Published Date 11.12.2023

After winning the Rising Star Award and also being nominated for the Best Low Budget Campaign in the 2023 APAC Search Awards, Media Exchange continues to keep integrity and honesty at the core of its SEO campaigns. 

Our team is incredibly proud to have been nominated for the Best Use of Search in the Health category. We still consider ourselves a young agency, having only been established at the start of 2020. But despite that, we work confidently and know that we have the capacity to deliver exceptional work for our clients. Our team takes on every challenge that comes our way, adapting to different categories and working closely with every client to understand how best we can service them.

We help a handful of health industry clients with our services, including social media, paid advertising and SEO. In the health category, our longest-tenured client is Oakleigh Dental: a female-owned and operated dental practice operating out of Melbourne’s south-east and serving the local community. They have been working with us for SEO almost since the inception of Media Exchange, and it has been an honour to help steward their growth.

Using our core values of transparency and integrity to guide us, we have continually developed and adapted an SEO campaign that is aimed at building their business, helping customers find them online, and owning their share of web traffic. This has been a three year process.

Our first year focused on addressing major user experience issues, which led to a refresh of the website design and a lot of technical improvements. The second year prioritised establishing a longer-term campaign that would improve brand recognition and create familiarity with Oakleigh locals. This was completed with the help of other marketing channels, including social media, to synergise our messaging and identity. Finally, our most recent year has seen us develop a content strategy that has guided us in writing blog posts and making website content updates to reach a wider audience and gain a greater share of voice.

All of this has been completed with a focus on real users, instead of prioritising traffic figures alone. In developing our content strategy, we consulted closely with the team at Oakleigh Dental to establish a calendar that ensured content was seasonally appropriate, and would target local searchers at the right time. Our focus was on adding genuine value to their existing audience and delivering additional traffic, and hopefully getting them more enquiry and appointment bookings. This approach resulted in an increase in traffic from 541 to 38,714 within a year — a result we have been so thrilled to see.

These were written after dedicated research to identify keywords that had a high search volume but were not so competitive that we would be unable to rank well. Our blogs used these accessible keywords in the titles and headings to give ourselves the best chance of ranking, but our approach to writing was always balanced with recognition of our responsibility to protect the business’ reputation. With this in mind, our writing supported Oakleigh Dental’s brand identity and tone of voice. Augmenting our content was a dedicated link building strategy, with all link building efforts completed in-house.

“We are incredibly conscious of our clients and their reputation,” explains Jacques, Media Exchange’s SEO specialist. “We recognise the responsibility we have in representing them and managing such a key aspect of their business. We keep that in mind in all aspects of our campaigns. Our attitude is simple: people first, results second.”

Prioritising real humans is what we’re about at Media Exchange. Trends come and go, but a people-focused approach has never let us down. We’re honoured by the nomination as we appreciate the high level of competition we’re up against. Regardless of the outcome, we look forward to many more years delivering successful, people-focused campaigns.

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