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
To achieve this goal, we divided the project into steps and concentrated on the tasks.
Terms: 1st month
    1
    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.
        1 step.
        - 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.
        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.
        2
        Terms: 1st month.
        2 step.
        - technical audit
        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
        Terms: 2nd month.
            3 step.
            processing the project structure - 16 hours

            implementation of SEO edits - 12 hours
            - 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:
                      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
                          Terms: 2nd month.
                              4 step.
                              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:
                                  - Indexation and start of linkbuilding
                                      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
                                      Terms: 4th-5th months
                                          5 step.
                                          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
                                              Terms: 9th month
                                                  6 step.
                                                  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:
                                                        - Increase conversion
                                                            - After getting traffic and conversion desire more.
                                                                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

                                                                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:
                                                                      The main question: which result did we get?
                                                                            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
                                                                            Leadgeneration
                                                                            300+ requests per month
                                                                                  TOP
                                                                                  The growth of top from 0 to 60% of showed requests
                                                                                        Traffic
                                                                                        Growth from 0 to 4500 users in 1 year
                                                                                                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
                                                                                                + 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.
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