A multidisciplinary diagnostic and treatment centre in one of the regional centres in western Ukraine, providing a wide range of medical services for adults and children
Growth of positions and targeted search traffic in priority areas:
Region: one of the regional centers of western Ukraine and the region
Search engine: Google
Site platform: CMS based on YII framework
Language: Ukrainian, Russian
Start of work: May 2021
The medical niche in this region has an average level of competition — ranking in the top 10 for specific search requests:
At the stage of accepting the project, our experts carried out a comparative analysis of the basic metrics of the promoted site and competitors (all data taken from the Ahrefs.com service):
|Domain||DR||Referring domains||Traffic||Key phrases #11–100||Key phrases #4–10||Key phrases #1–3|
|A website to be promoted||21||105||33800||1000||600||450|
|Competitor No. 1||44||250||34300||6600||810||460|
|Competitor No. 2||13||52||4100||1500||64||207|
|Competitor No. 3||2||29||12000||3000||276||163|
|Competitor No. 4||1||113||4100||976||67||40|
|Competitor No. 5||4||85||2100||43||24||35|
As you can see, compared to competitors, the initial situation is quite high: the clinic's website ranks in the top positions for a lot of keywords and has the second-highest traffic from organics among competitors.
As far as the link factor is concerned, the domain being promoted is inferior to the main competitor in terms of quality and number of backlinks.
Based on the situation, we decided to work in two directions:
At the beginning of the work, we carried out a detailed technical audit of the site to identify critical errors in internal optimization, checking it due to 44 points. The site needed improvement on 19 items, 12 of which have high priority.
A list of all the recommendations:
|1.||IP site analysis||Modify||High||Programmer|
|2.||Checking the site for viruses, malicious scripts, and blacklisting||Modify||High||Programmer|
|3.||Domain history analysis by WhoIs and web.archive||ОК|
|4.||Checking for elements that could negatively affect user interaction with the site||ОК|
|5.||Checking that SEO-Friendly URLs are in place and formed correctly||ОК|
|6.||Checking the bonding of mirrors and full duplicates||ОК|
|7.||Checking for full duplication of content||Modify||High||Programmer|
|8.||Checking for technical pages, pages with or without duplicate content in the index||Modify||High||Programmer|
|9.||Checking server responses to page requests are correct||ОК|
|10.||Checking page code for HTML and CSS errors||Modify||Low||Programmer|
|11.||Checking the presence and errors in the SSL certificate||Modify||High||Programmer|
|12.||Checking for hidden or spammy links to external resources||ОК|
|13.||Checking that the robots.txt file is set up correctly||Modify||High||Programmer|
|14.||Connecting Google Tag Manager (GTM)||ОК|
|15.||Connecting the Google Search Console||ОК|
|17.||Checking the Sitemap.xml||Modify||средний||Programmer|
|18.||Checking CSS and JS availability||ОК|
|19.||Checking for microformats||Modify||High||Programmer|
|20.||Checking for social media buttons||Modify||Low||Programmer|
|21.||Checking website load speed||Modify||High||Programmer|
|22.||Checking the availability and optimization of multilingualism||ОК|
|23.||Checking the availability of a mobile version of the website||ОК|
|24.||Checking the adaptability of the site on different types of devices||Modify||средний||Programmer|
|25.||Checking that text content output is correct||ОК|
|26.||Stat.Aweb content tracking in the SEO monitor||Modify||Low||Programmer|
|27.||Checking whether pages have the elements (commercial factors) necessary for ranking in a given subject||ОК|
|28.||Checking for partial duplication of content||ОК|
|29.||Eliminate the removal of irrelevant services||Modify||High||Programmer|
|30.||Checking for content in the code of pages that is not displayed on website pages||ОК|
|31.||Checking the indexing of reviews on the website||ОК|
|33.||Checking for affiliates||ОК|
|34.||Checking geo-settings in the Google Search Console||ОК|
|35.||Checking that the meta tags are formed correctly||Modify||High||Programmer|
|36.||Checking the availability of landing pages for SC||ОК|
|37.||Checking the availability and uniqueness of the content on the website||ОК|
|38.||Checking text content optimization||Modify||High||Programmer|
|39.||Checking the availability of content formatting||ОК|
|Structure and linking||Check result||Priority||Implementer|
|40.||Checking the availability of the breadcrumb menu||ОК|
|41.||Checking cross-linking on the website||Modify||Medium||Programmer|
|42.||Checking for broken links||ОК|
|44.||Checking the site for compliance with the guidelines for assessors||Modify||High||Optimizer|
The specification was implemented by our specialists in two phases over a period of 2 months.
In the medical niche, EAT factors (Expertise, Authoritativeness, and Trustworthiness) are extremely important. We have analyzed these website factors and made recommendations on how to improve them.
An approximate list of improvements we have made to the website is provided next.
Pages of the Services section:
As you know, external website optimization is extremely important, especially given the competition in the medical niche.
First of all, our experts conducted an audit of the existing link mass, analyzing all donors by Ahrefs and Search Console, and rejecting low-quality platforms using the Google Disavow Tool.
At the start of the work, the site being promoted had these indicators:
During a year of promotion we received 187 links placed on 102 unique domains. Every month we published 10-15 links to the promoted domain on quality donors.
We started posting articles from regional thematic and media sites, gradually moving to top thematic and all-Ukrainian mass media.
Screenshot of the growth graph for donor domains and organic traffic in ahrefs.com:
All donors are thoroughly checked by our experts using our own donor quality scoring model.
With these goals in mind, over the 17 months of work on the project, we assembled a semantic core of 1,587 targeted commercial requests, divided into 187 semantic groups.
Based on the collected SC, our experts prepared the tasks to revise existing texts or write new ones.
The written texts met all the requirements of expertise and authority — the information was presented in an encyclopedic form and provided comprehensive answers to all the users' questions on the topic. In addition, the articles and descriptions were supplemented with visual content: images, videos, and ‘before and after’ photos.
An example of the structure of a textual description of a service page:
For each page, our experts wrote optimized meta tags, title and description, including the necessary keywords, and added emoji to increase CTR.
Examples of snippets from priority requests:
We made recommendations to expand the structure of categories and subcategories for clinic services to cover all search requests.
For example, for the Ultrasound category, after modifications, the structure was as follows:
In 17 months of work on the project, our experts have managed to increase the percentage of output of priority category requests:
The number of ranking requests:
Below, in the screenshots, examples of positions for several priority groups are presented.
Bringing the site's pages to the top 3 for existing and newly created pages respectively increased the site's traffic.
Free search traffic in May 2022 increased by 1% compared to the same period last year (the situation in the country is worth considering), due to the increase in the visibility of the project, the subsidence of traffic due to the war was covered.
Free search traffic in August 2022 was up 11% compared to the same period last year.
Despite the fact that competition in the niche is constantly increasing, and strong competitors are ranking at the top, our team managed to take the expected positions and achieve our traffic growth targets.
Key success factors:
We are not new to working on promoting our website. We value a personal approach, but we also have our own vision, so the work must be in line with our values. We are demanding, so every action has to answer the question "why." We respect the users of the clinic's website, so, for the sake of caring for people, information authenticity and convenience are important.
We are glad that Aweb has become our partner because the company understands the values of our cooperation and what we work for. I can say with certainty that the advantages of our work are consistency, transparency of processes, comprehensiveness, and good communication. And most importantly, the result itself.
There have been several occasions when extra work needed to be done urgently, and it is pleasing that the manager and team then responded quickly.
I also note that there has been an understanding of the difficulties of working since the start of the full-scale invasion of Ukraine.
Developing a website is always a collaboration; you cannot put all the responsibility solely on the contractor, because it is a team effort where everyone has to work together. Thank Aweb for taking on part of the responsibility. I wish you success!
- Anna Ovsyankina, Marketing Specialist
Project Manager: Oleksandra Nesina
Optimizer: Lehkobyt Andrii
Link Specialist: Yevhen Fedchenko