CLIENT: Bariatric Surgery Practice
INDUSTRY: Medical/Healthcare
CAMPAIGN TYPE: Google Penguin Mitigation, SEO & Content Marketing


Aggressively work to remove Google “Penguin” penalty railed against the site by Google caused by a previous SEO company while also enhancing the site’s organic rankings, targeted traffic and potential patient acquisition leveraging best practices SEO & Conversion Rate Optimization methods.


The client in this case study came to us with three main goals:

  • Remove Google Penguin Penalty (unnatural linking penalty)
  • Increase organic rankings, targeted traffic and conversions
  • Offer compelling content with a focus on funneling traffic to key conversion points


When this client came to Lead to Conversion™ (LTC), they had a website that had lost about 50% of Google organic traffic due to the site being penalized for “unnatural linking” based on Google’s Penguin filter/update(s). The client desired to have LTC fix the unnatural linking penalty with Google and to continue to work on best practices SEO and Content Marketing to take the site to new heights in terms of targeted search engine traffic and conversions.

LTC immediately implemented an aggressive Penguin mitigation strategy to address the unnatural link issues with the site. While working on mitigating the Google penalty, we simultaneously went through the process of fixing inherent issues with the site architecture in order to address any SEO-friendliness problems that to date have prevented the site from performing optimally in terms of search placement.

Once Google lifted the linking penalty and site architecture issues were properly addressed, we then optimized key site pages in terms of adjusting code and content and built quality backlinks to the site from relevant 3rd party sites.

To further amplify SEO values in the eyes of the search engines, LTC also worked to consistently push out quality articles as natural traffic sources and unsolicited link acquisition components to round out our digital marketing strategy.


After implementing LTC’s digital marketing plan, this client saw the following results:

  • Google Organic traffic increased 66%
  • New users increased 73%
  • Conversions increased 45%
SEO Healthcare Case Study 2015 1
SEO Healthcare Case Study 2015 2