Client
A medical clinic offering treatments based on modern clinical protocols, including:
- Organ-preserving techniques
- Minimally invasive surgeries
Our Objective
To restore traffic lost by the project due to a Google update (a decline of over 20% of users).
Initial Data and Project Features
During the November 2023 Core Update (conducted from November 2 to November 28, 2023), the clinic’s website lost 23% (or 24,402 new users) over four weeks compared to the four weeks preceding the update:
Impact on Google Console:
The percentage of queries appearing on the first page of Google results has decreased from 62% to 40% overall:
- In the top 5: From 35% to 17%.
- In the top 3: From 20% to 11%.
Most Affected Pages
Uterine Fibroid Treatment:
Uterine Myoma Treatment:
Urology:
Mammology:
Hysteroscopy:
Hemorrhoid Treatment:
Polypectomy (Uterine Polyp Removal):
Steps Taken to Restore Traffic
- Following the completion of the November 2023 Core Update, our specialists conducted a detailed review of the affected pages and the overall project:
- Analyzed affected queries.
- Evaluated changes in query intent (some queries became more informational, while others split into separate search results).Example: “Uterine Myoma Laparoscopy” emerged as a separate search result, whereas previously it ranked on the “Myoma Removal” page.
- Conducted competitor analysis for those who gained traffic during the update, examining their content and link profiles (site quality and anchor diversity).
- We refined the link profile. We disavowed spammy links in several stages, rejecting approximately 300 domains in total.
- Our team collected semantic core and created informational blog articles for semantic group queries whose intent changed from commercial to informational:
- We audited the website for technical issues using a checklist and fixed errors identified by Google Search Console (GSC).
- We thoroughly improved the internal linking structure on the website by adding links to blog articles and implementing additional blocks with recommended articles:
- For the highest-priority pages, we refined the content to qualify for inclusion in Featured Snippets:
- We resolved 301 and 404 errors in the site’s code related to internal linking.During the site check, we identified over 20,000 links in its code returning a 301 response status:
…and more than 100 links returning a 404 response status:
Errors in the site’s code negatively impact crawling and indexing by search engine bots and lead to inefficient use of the crawl budget. - Our specialists acquired links from highly relevant and authoritative resources. The primary goal was to drive traffic to the purchased articles containing these links, thereby generating referral traffic to the main website:
We focused on thoroughly developing the technical requirements for the purchased article, carefully selecting a highly relevant topic and compiling an appropriate semantic core.
The result of referral traffic for one of the links:
The Results of Our Work:
- Our specialists managed to restore the traffic to pre-drop levels:
Organic traffic levels:- In March 2024: 111,018 organic users.
- In April 2024: 110,738 organic users.
- We increased the number of conversions for priority pages (compared to the same period last year):
Compared to December 2023, conversions and traffic increased (it is important to note that December is a peak season, while demand for medical services typically drops in July):
We also restored the percentage of priority pages appearing in search results to the level of November 2023 and ensured ongoing positive dynamics:
- We regained positions in the top 10:
- For some queries, we achieved placement in featured snippets:
Client’s feedback:
Project participants:
- Project Manager: Oleksandra Nesina
- Optimization Specialist: Natalia Pronina
- Link Builder: Evgeny Fedchenko
- Developers and Copywriters – on the client’s side
