Cleaning up black-hat SEO to rebuild organic growth
A cosmetic dentistry practice inherited a site weighed down by black-hat keyword stuffing, unoptimised titles and meta descriptions, and a site speed score of just 3 out of 100 - and needed a genuine clean-up before it could compete in search.
The client
Advanced Dental Artistry is a cosmetic dentistry practice competing for attention in a crowded, high-value local market, where the difference between page one and page two of Google can mean the difference between a full appointment book and an empty one. Prospective patients research heavily before booking a consultation, so the practice's site needed to earn trust with both searchers and search engines.
The challenge
The site arrived at Mash Media carrying the scars of previous work done the wrong way. Pages were stuffed with black-hat keyword tactics rather than written for real patients, and titles and meta descriptions across the site were left unoptimised, doing little to earn clicks from search results. On top of that, technical performance was in a dire state, with a site speed score starting at just 3 out of 100 - a figure low enough to actively work against rankings and frustrate anyone trying to browse the site on their phone.
The results
Once the clean-up was live, the site started working with search engines rather than against them.
A fast turnaround from a site that had been actively working against its own rankings to one delivering real, measurable growth.
