A short thread on a client whose DECIMATED organic search traffic just has me scratching my head, says Rebekah Edwards.
I’ve been working with Denver Upper Cervical since 2019.
They’re a specialized chiropractic office in Denver with an insane number of 5-star Google reviews.
Here’s the site: denveruppercervical.com
We redesigned the site in 2022.
I am honestly SO PROUD of how the design worked out — it feels like one of the best UX I’ve seen, especially for a site of a local business.
The LCP is in the “needs improvement” phase, but otherwise the technical SEO is pretty clean.
The biz has service pages for everything offered.
It’s also clear to readers (I think??) that they have a LOT of people who travel from out-of-town for adjustments for specific types of neurological issues, weird headaches, long-term concussion symptoms, etc.
The site has never used ads.
They have maybe one affiliate link, properly disclosed, that may be in 2-3 articles total.
There’s no mega menu.
Everything is written from the first-person perspective.
Each piece is reviewed for accuracy by the chiropractor.
We chose what to write on based on the issues his patients come in with.
Of course, like everyone else, we used Ahrefs to figure out HOW they were searching for help with those issues.
And the site used to get ~80K monthly hits for these topics.
The practice was booming.
In September, they took a nosedive.
It happened again in December, and then what little was left declined again in March.
All of the content is topically relevant.
IMO, it’s way better than the trash on most chiropractic websites.
But beyond that, it’s also a fantastic UX on both mobile and desktop.
We review and refresh content regularly.
Everything. Should. Be. Working. Just. Fine.
The best guess I have is that it’s just not sufficient to have a chiropractor writing about topics that… they… are an expert in?!
Seriously, even the clearly chiropractor-specific stuff he writes about just don’t work.
I’m so open to suggestions here! My other site in a nosedive has a lot of features seen on niche sites (they’re not one), but not this.
Backlinks? We don’t manipulate rankings by buying or doing shady link stuff.
(Shame on me for following the rules, I guess).
One other small note — this chiropractor is freaking AMAZING at what he does (just read any of their reviews).
But he keeps things small and tries to run debt-free, so they don’t have a huge budget.
He prefers not to invest a lot in social media.
I guess it could be that, too…