Objectives & ApproachNew Institute, New Website, Ranking #1 for all Priority Keywords
Before founding the Institute for Advanced Breast Reconstruction, Dr. Srinivasa served as the youngest and only female surgeon at Cedars-Sinai, where she established herself as an industry expert in microsurgery and breast reconstruction. Through referrals from other physicians, patients traveled from around the world, including Mexico, Peru, and Dubai, for her services.
When launching her private practice, Dr. Srinivasa engaged Studio 3 to design the new website and search strategy. Since most patients are cancer survivors, the website needed to balance empathy with excellence and reassurance. Dr. Srinivasa conceived of “The Silver Lining Surgeon” to convey the hope her procedures provide.
It’s a testament to the strength of the brand she built, supported by Studio 3’s web design and SEO strategy, that the new website ranked in the top three for “breast reconstruction Los Angeles” searches within one year. Today, it holds the number one position for all priority keywords.
Nuanced Brand Identity
One marker of a rich, nuanced brand is how many true differentiators it holds. IABR exemplifies this. The institute is dedicated entirely to breast reconstruction. Dr. Srinivasa’s credentials in microsurgery, her prodigy, and empathy for patients shaped by personal, familial experiences with cancer all became defining elements of the creative direction.
Leader in Microsurgery
Los Angeles is among the most competitive markets in the U.S. for plastic surgery. Building from Dr. Srinivasa’s vision for a specialized practice, the creative, content, and SEO strategies for the new website emphasized expertise and preeminence in microsurgery. This worked. Despite a new URL, within one year the website broke into the top three for its priority keywords in search.
Niche SEO Targeting
Post-launch of the new website, SEO initiatives focused on strengthening E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), the standards published by Google for search ranking. New content, on- and off-page optimizations, and schema markups helped the site evolve from a brand-new URL to consistently holding the number one position in Los Angeles.
