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Natalya Brinza Project Manager
  to all cases

Case. SEO-promotion of medical services.The result: 300 requests per month.

Medeicine is one of the hardest branches for SEO, the cause is the requirement of high level of users credibility, because clinics are usually chosen based on friend`s or relative`s piece of advice. But we handled with it and found the strategy that provided a good traffic and a good amount of requests. How come? :)

Service: SEO Promotion

Topic: medicine, private clinic, mammological center

Promotion Region: Kiev, followed by scaling to nearby regions

CMS: Wordpress

During the project, we handled a lot of technical flaws, remade the structure of website, made redesign and transfer it on https.

Initial data

The project came to us with the negative experience of the previous company. Therefore, we had to work from scratch - for 2 months the website was not opened for indexing. After evaluating the cases in Kiev, we realized that we will face high competition and immediately move to the top the most needed traffic-generating requests will not work.

Goals:
  • Customers pointed out the main goal of cooperation - to increase the recognition of their site.
  • Generate 100 leads from the SEO channel in the first quarter, with a further increase of up to 250 hits per month.

To achieve this goal, we divided the project into steps and concentrated on the tasks.

1 step.

Terms: 1st month.

  • 1 - Semantic project optimization
  • Collect the widest possible semantics
  • Cluster all requests for services, and leave blogs like “itchy ear” for later
  • Build a mind map of the optimal structure for the site, so that then the traffic “spills over the river”
  • Prescribe manually meta tags for the entire site
  • Issue new technical requirements for copywriting, since all the texts that were on the site are copies from medical encyclopedias (this is a common practice on medical sites)

The separate story occured with texts. Copywriters wrote several texts, but doctors rejected them. Than the texts were written by medical specialists, but SEO specialists didn`t accept it. As a result, we found mutual decision: doctors were giving facts, we were writing texts. Every of us was happy.

We work on this principle up to now.

2 step.

Terms: 1st months

  • 2 - technical audit

The team highlighted the following issues:

  • The site contains a lot of technical duplicates that “spawns” Wordpress templates.
  • The duplicates are perfectly indexed by the search engine, but there are no physical pages
  • Loading speed tends to zero, especially from mobile devices
  • From a mobile device, it’s extremely difficult to find the information you need and call the clinic to make an appointment
  • The site map was missing and the robots.txt file was incorrectly registered
  • Missing required micro-marking
3 step.

Terms: 2nd month

  • 3 - Editing changes

As our team has specialists for the necessary CMS, and there was no programmer on the client side, we took over the implementation.

Part of the work we carried out due to bonus hours from the company, but also worked separately on:

  • processing the project structure - 16 hours
  • implementation of SEO edits - 12 hours

At the same stage, the first texts appeared - all of them will be agreed, only by the 4th month, but when the first texts are already there - it's time to open the project for indexing.

4 step.

Terms: 2nd month

  • 4 - Indexation and start of linkbuilding

Well, the project was opened for indexing. Errors in Google Webmaster didn`t appear, but the pages got into index not as quickly as we wanted,

What about linkbuilding? Initially, we decided to completely abandon the lease links and buy only articles. Crowdfunding was also involved according to the following scheme:

  • We selected all the forums by request: “where to do a mammogram in Kiev”, “a good mammologist in Kiev” and started implementation.
  • Articles per month were posted from 3 to 7 - this was enough to achieve results.
5 step.

Terms: 4th-5th months

  • 5 - Increase conversion

At this stage, all the working pages have already been created and the content has been added to them, but here we are faced with a marketing problem. Services were very logically divided in terms of SEO, but at the same time, in order to increase conversion, it was necessary to divide them into 3 more large groups.

6 step.

Terms: 9th month

  • 6 - After getting traffic and conversion desire more.

At this stage, it was decided to redesign the site. The redesign was pretty light and took only 25 hours, which included the time of the designer.

What we did:

  • The color of the logo has been changed, since it was rather “poisonous” and did not combine with the overall color scheme of the site, while the entire site repainted in the color of the logo would look too bright and intrusive
  • Made “sticky header”
  • Clickable phone numbers and an appointment button have been added to the header
  • Reduced slider to fit more information into the first screen
  • Icons are drawn on the main page for all budget-forming services of the company
  • The “profiles of all doctors” button is displayed so that the patient can select a specialist
  • Displayed on the main reviews of doctors
  • Redesigned footer and added contacts and map to it
  • The “appointment appointment” form has been redone to be dynamic so that the user always sees it
  • Fonts and headers changed to achieve design harmony
  • added blog to attract additional traffic
7 step.

Terms: 11th month

At this stage, we decided to complete the implementation of all recommendations from Google and move to https. He went through the following algorithm:

  • Made a test copy of the site on the hosting
  • Admin connected a certificate
  • The programmer performed all the “gluing together” according to the technical specifications of the SEO specialist
  • SEO specialist checked the site for errors
  • Migrated when there were fewer visitors on the site

The main question: which result did we get?

Leadgeneration

300+ requests per month

TOP

The growth of top from 0 to 60% of showed requests

  • 58 % - website visibility
  • 83 (35%) - requests in TOP 3
  • 147 (62%) - requests in TOP 10
  • 193 (81%) - requests in TOP 30
  • 79 (33%) - the quantity of improved positions
  • 53 (22%) - the quantity of disimproved positions
Traffic

Growth from 0 to 4500 users in 1 year

+ 35% of users from organic traffic after transferring to https - no subsidence

Links
  • 95 domains per year
  • 198 referring pages
  • Quantitative and qualitative increase in reference mass

The increase in visibility for the year of active promotion of the project

We managed to overcome the challenges that arose on the project and we continue to work on website promotion and we know that comprehensive professional work gives incredible results.