here's what we've done

• website design
• search engine optimization
• internet marketing

American Society of Plastic Surgeons

Client
The American Society of Plastic Surgeons (ASPS) is the largest plastic surgery specialty organization in the world, composed of more than 6,000 board-certified plastic surgeons. With Reingold's strategic and creative guidance, ASPS is bringing its good work—and the societal benefits of plastic surgery—into the mainstream.

Challenge
As prospective plastic surgery patients increasingly rely on the Internet to research procedures, plastic surgeons, and related topics, ASPS needs to ensure that its website—PlasticSurgery.org—not only provides the best content, but also consistently appears near the top of search engine results where visitors can find it. ASPS called on Reingold to help drive traffic to its site.

Enter Reingold
Reingold used a combination of techniques including monitoring, tracking, and purchasing keywords; purchasing misspellings and variations of popular keywords; and creating ads highly relevant to searchers. We performed qualitative analysis of metrics on a weekly basis to maintain, refine, and optimize the paid search campaign to continually reduce costs and increase surgeon referrals. Data from the first half of 2009 show that our campaign helped ASPS to maintain a robust online presence.

Results
The critical measure of success for an SEO campaign is where a website ranks in search engine results for selected target keywords. In just four months, Reingold increased ASPS's first-place search engine rankings from 29 to 52 on Google, Yahoo, and Bing (MSN). And adjustments to keyword purchasing, banner advertising, and SEO initiatives allowed PlasticSurgery.org to remain in the highest position of any professional society working in the plastic surgery space. In addition, from the first half of 2008 to the first half of 2009, we achieved a 6 percent reduction in the cost per click, from $.77 to $.72. And despite an increasingly competitive online environment—in which other plastic surgery-related websites ramped up spending, individual doctors initiated paid search campaigns, and new websites entered the fray—our cost per referral increased by a modest 8 percent.