Link building outreach is a core part of our broader SEO strategy for LifeStance. Today, a variety of link building efforts have achieved a snowball effect in which LifeStance is naturally earning links from the content we’ve created, as well as other earned links.
LifeStance now enjoys a scalable technical framework that helps their content get discovered, crawled, indexed, and ranked at a much faster rate. This includes custom post types; dynamic XML sitemaps; crawl rate optimization; clean URL structures; and dynamic schema markup.
Account-level consolidations have improved algorithm performance significantly, without sacrificing relevancy. For PPC, grouping by themes and intent has been pushed to the ad group level to allow the algorithm to find the most cost-effective conversions across geographies.
The quality of your ad creative directly impacts a campaign’s CPM. Facebook doesn’t like text heavy, boring ads. You need high-quality ad creative that fits Facebook’s best practices to improve your ad quality and thus CPM. After launching new video ads, we boosted ad engagement, increased CTRs, and improved ad efficiencies. The new video units also provided a venue for audience retention by capturing prospects that have viewed 50% or more of our ads.
Full-funnel social approach
To quickly introduce the brand to potential patients, Cardinal developed a robust paid social media strategy. The full-funnel strategy was designed to inform targeted user groups of LifeStance offerings—and qualify them—all before serving up an ad with the goal of scheduling an appointment. For example, it was only after a prospect watched a video to a certain point that they were moved to the next stage of the funnel. This full-funnel paid search strategy proved extremely effective at reducing CPAs and CPMs while efficiently bringing in leads for LifeStance.
What started as a marketing strategy for three or so regional brands has evolved into a robust national rollout. Cardinal has now implemented the SEO, paid media, and analytics strategies outlined above for more than twenty regional brands. As LifeStance continues to expand beyond 4,000+ clinicians and 500+ locations, this highly repeatable marketing framework will continue to be essential to scalability.
Since beginning its engagement with Cardinal Digital Marketing, LifeStance has consistently moved up the competitive landscape—all in a very short time. The company’s domain has now built its backlink portfolio to more than three hundred referring domains, which has helped it rank for more than six thousand keywords. By 2021, the company is projected to outrank two of its top competitors in organic search
Looking forward, Cardinal is in position to quickly roll out this marketing framework for new locations. In addition, Cardinal will focus more closely on improving Google’s Core Web Vitals scores across the board, building out keyword mapping and funnel tracking, and creating a new SEO dashboard for the entire LifeStance marketing team to use 24/7. When accompanied by an ever-expanding content strategy that includes podcasts, blog posts, white papers, this strategy promises to keep LifeStance highly competitive in both organic search and paid media.
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