The Difference Between Experience and Expertise

Optimizing campaigns to dramatically increase results while decreasing spend


Cortec owns 15 eye care surgery centers in multiple locations throughout Colorado, Texas and Arizona. When Cortec approached 20North to assist in driving more website traffic, new patient leads and doctor referrals, they were not ranking well in organic search results. The challenge was to improve their Google search results and web traffic and generate new patient leads.


After reviewing the four brand websites, 20North discovered more than 60% duplicate content throughout sites. The large quantity of duplicate content was hindering the websites from climbing higher in Google search rankings. The sites also were not structured correctly for search optimization and the blog posts were not taking advantage of internal linking or the correct keyword density. All four websites scored low for speed in both mobile and desktop. The areas that Cortec’s brands specialized in also offered a lot of opportunity for cataract and LASIK eye surgery search volume and traffic.


20North re-wrote 128 pages of unique, keyword-rich content for the four websites. They restructured all four sites to be better optimized for search engine results. They increased the speed of the websites, which improved both the user experience and search engine results. They created a better overall user experience which led to increased new patient leads on all four websites, especially for cataract and LASIK eye surgery.

90 Day Results

  • Increased overall traffic by 193%
  • Increased organic traffic by 223%
  • Increased leads by 42%