Nobel Biocare Drives Traffic With Educational Content

About Nobel Biocare

Headquarters

Kloten, Switzerland

Company Size

< 1,000

Industry

Healthcare

Nobel Biocare is a world leader in the field of innovative implant-based dental restorations. Their goal is to empower dental professionals to give quality of life back to their patients.

The Challenge

Nobel Biocare improves patients’ quality of life with dental implants and individualized prosthetics. Building both organic traffic and PPC are top priorities for a marketing team tasked with increasing visitors and efficiency.

We’re very happy with the Conductor platform and all that we have accomplished with it so far. We’ve made a lot of improvements on Nobel’s website with Conductor and seen some huge results in organic over the last two years. And now we’re expanding into the PPC environment, so we’re using the tools to look more at our campaigns, PPC efficiency, and more.

The first priority was a deep look at their website. They needed to make their site searchable by users, so correcting metadata, looking at markup, redirects, and technical issues were critical. After that, they were able to look at optimizing every piece of their existing content, and plan future editorial development to reach the maximum audience at the perfect time.

Conductor facilitated that process a lot. The website is technically perfect now, which allowed us to look more into the content. We created a process for all the content we publish on the site to make sure every piece of content is optimized for search engines.

But it was essential to get executive buy-in before moving to that next phase: a customer-first, organic insight-driven strategy.

We did face some challenges in getting buy-in from other departments here because we’re a very traditional company. We had to show a lot of reports and results around what we were doing to make the case to upper management about how important it is to be found by the right people at the right time. Without Conductor’s business case tools, this wouldn’t have been possible.

The Solution

Nobel Biocare collaborated with Conductor to perform a technical audit of the website, and created dedicated reports in Searchlight to address each of the issues. They were able to prioritize issues like improving the website’s index ranking.

The first issue was that our business didn’t know much about SEO. We had to train ourselves on the importance of SEO to get buy-in internally. At the time, we were mainly developing promotional content. All that was on our product pages was marketing claims or a technical description of the products, but we didn’t really have inbound content.

Next, they were able to use Conductor Explorer to start looking at what content their customers were searching for. This positioned Nobel Biocare to plan a year’s worth of content and assemble one cohesive narrative timed to match market and customer trends.

We really needed to start ramping up with generating more hits, being more efficient with our search campaigns, both organic and paid, and having more synergies between organic search and PPC. We developed the editorial plan and the editorial strategy for the following year in order to make sure that we focused on topics that are really important for our users. We wanted to make sure we were getting our customers the right content at the right time, in the right place.

The Results

Armed with a website build and optimized for search and the tools their marketing team needed to see what content their customers wanted, Nobel Biocare was positioned to see substantial traffic growth, with a 30% year-over-year increase from 2016–2017, and an additional 15% increase from 2017–2018. A marked increase in lead development verified for Nobel Biocare that they were generating not just traffic, but good, quality traffic.

Nobel Biocare went on to launch a blog  that has already seen great success, with 14,287 pageviews since launch in July 2018.

But it’s not just about the technology; Nobel Biocare truly partnered with Conductor by working with our best-in-class service teams to make sure they had everything they needed to position their team for success.

The quality of customer service at Conductor has made this a very positive experience for us. The Conductor team was always available to help us whenever we weren’t sure how to properly present some data, how to build key reports, or where to look if we needed some precise information.