In this chapter, we’ll show you how to put into action the optimization techniques that you learned in Chapter 1 and the conversion techniques you’ll learn in Chapter 5. To do so, we feature a case study that shows the benefits of natural search engine optimization (SEO).
Dr. Ken Cirka, DMD, contacted us in mid-2004 seeking to boost the number of patient leads he was getting from his website. The original website had a simple, graphically rich design using stock images (see Figure 2-1).
Although it was visually appealing to humans, it was not appealing to search engines.
Through the lens of a Lynx viewer, the site looked like this:
Title=Dr. Ken Cirka, DMD <alt text> Dr. Ken Cirka Center City Philadelphia dentist 1601 Walnut Street, Suite 1302 Philadelphia, PA 19102 215.568.6222 </alt text> email@example.com Center City Philadelphia dentist [USEMAP:menu.gif] <alt text> Center City Philadelphia dentist Center City Philadelphia dentist Center City Philadelphia dentist Center City Philadelphia dentist Dental Care for your lifestyle </alt text> Meet the Doctor | Hours & Location | Services firstname.lastname@example.org  http://www.phillydentistry.com/doctor.html (meet the doctor)  http://www.phillydentistry.com/hours.html (hours & location)  http://www.phillydentistry.com/services.html (services) Meta description=Five star service in dental care is abundant in Dr. Cirka's cosmetic and general ...