⬆️ Winners in the Search Innovation category
«The Good Dentist Clinic» — a private dental clinic in Kyiv with two branches in Poznyaki.
Priority areas of treatment:
Clinic’s website started to sag in traffic, which resulted in a 2-3x reduction in a client flow back in 2020.
Priority directions in descending order:
Region: Kyiv
Start of work: July, 28 2021
Promotion language: Russian
Search engine: Google
CMS: Wordpress
Software engineers and copywriters are on the client's side. All the articles written are proofread by the dentists.
We started working on the project by conducting a comprehensive technical audit and identifying errors on the site that could potentially affect the promotion. The document contained 43 clauses, 17 of which required improvements.
| Program implementation | Inspection result | Priority | Contractor | |
| 1. | IP website analysis | ОК | ||
| 2. | Checking the website for viruses, malicious scripts, and blacklisting | ОК | ||
| 3. | Domain history analysis on WhoIs and web.archive | ОК | ||
| 4. | Checking for the elements that may negatively impact user's interaction with the website | ОК | ||
| 5. | Checking for availability and correctness of forming SEO-Friendly URLs (human-readable URL) | ОК | ||
| 6. | Checking for the gluing of mirrors and complete duplications | ОК | ||
| 7. | Checking for a complete duplication of content | correct | high | software engineer |
| 8. | Checking for technical pages, pages with duplicate content, or with no content in the index | correct | high | software engineer |
| 9. | Checking for correctness of the server's responses to the page request | ОК | ||
| 10. | Checking the page code for HTML and CSS errors | correct | medium | software engineer |
| 11. | Checking for availability and errors in SSL certificate | ОК | ||
| 12. | Checking for hidden or spam links to external resources | correct | high | software engineer |
| 13. | Checking for the correctness of robots.txt file set up | correct | high | software engineer/content manager |
| 14. | Connect GWT and Yandex Webmaster | correct | medium | optimizer or software engineer |
| 15. | Connect GA | ОК | ||
| 17. | Check Sitemap.xml | correct | medium | software engineer |
| 18. | Checking for CSS and JS availability | ОК | ||
| 19. | Checking microformats | correct | medium | software engineer |
| 20. | Checking social media buttons | correct | low | software engineer |
| 21. | Checking website loading speed | correct | high | software engineer |
| 22. | Checking for the availability and optimization of multilingualism | ОК | ||
| 23. | Checking for the mobile version of the website | correct | medium | software engineer |
| 24. | Checking the adaptability of the site on different types of devices | correct | medium | software engineer |
| 25. | Checking for the correct output of the text content | ОК | ||
| 26. | Tracking Stat.Aweb content in the SEO-monitor | correct | low | software engineer |
| 27. | Checking for the elements (commercial factors) on the pages required for ranking in this topic | correct | medium | software engineer |
| 28. | Checking for the partial content duplication | ОК | ||
| 30. | Checking the indexation of reviews on the site | ОК | ||
| 31. | Displaying pages with the Javascript disabled | correct | medium | software engineer |
| Content | Inspection result | Priority | Contractor | |
| 32. | Checking for affiliates | ОК | ||
| 33. | Checking the geo settings in GWT | ОК | ||
| 34. | Checking for the correctness of forming meta tags | ОК | ||
| 35. | Checking for availability/uniqueness of the web content | ОК | ||
| 36. | Checking for availability of landing pages for semantic core | ОК | ||
| 37. | Checking for the text content optimization | corect | medium | software engineer/content manager |
| 38. | Checking for availability of content formatting | ОК |
| Structure and re-linking | Inspection result | Priority | Contractor | |
| 39. | Checking for the "bread crumbs" menu | ОК | ||
| 40. | Checking for re-linking on the website | ОК | ||
| 41. | Checking for indexed, optimized filter pages | ОК | ||
| 42. | Checking for the broken links | ОК | ||
| 43. | Image optimization | correct | medium | software developer |
The key critical errors that we detected during the technical audit of the site were as follows:
Examples:
https://www.kds.ua/ua/partners/ or https://www.kds.ua/ua/nashi-partnery/,
https://www.kds.ua/services/viniry/ or https://www.kds.ua/services-cat/viniry/
Besides, we also found the duplicates caused by an incorrect translation or the absence of translation of the main content for the Ukrainian version of the site.
From the very first stage of the project, our team started collecting the semantic core for the pages identified by the client as priorities.
Here is an example of the semantic core fragment collected, where we have taken into account the client's wish to work only with the queries which may potentially convert clicks into applications.
Following the elaboration of the key directions, we started to expand the semantic core on more specific services.
Along with the collection of the semantic core for priority pages, we have been working on the pages with no content, elaborating the semantic core for them and ToR for copywriters, as a part of the task to fill empty pages with high-quality, useful, and SEO-optimized content.
We have also added a FAQ (Frequently Asked Questions) section to all the pages that have been developed based on the semantic core and content with the clarifying questions for each direction, wrapping them with micro-markup.
The client owns two branches of the clinic, which are located in the Poznyaki district of Kyiv, thus geo-linked queries are given the highest priority.
The main page of the project was optimized for the query "Poznyaki Dentistry", which allowed us to reach the top 3 on the target query:
During the first stage, our experts analyzed an existing link mass, rejecting low-quality and spammy links using Disavow (we rejected 30 domains with a total number of purchased - 108):
During the second stage of work, we started to systematically build up the link mass, buying links from thematic or related resources. During this stage, we used the following methods:
We accepted the site with its minimal compliance with Google's Guidelines for Assessors, which is essential for a medical (dentistry) site.
The site was missing the following basic pages:
Information was not comprehensively presented on the service pages
While working on the project, all comments were eliminated and the pages were supplemented with the necessary content.
Traffic growth from organic search increased from 9462 users per month to 16769 users:
The growth in organic dental referrals increased from 219 per month (work started in August 2021) to 510 in May 2023.
It should be noted that once we started working on the project, a surge in requests was seen as early as September 2021 - 2 months after the work started:
Our project managed to reach the top for priority commercial queries on the pages with highest priority:
While working on this project, our specialists used all standard methods of SEO optimization of the site - both internal and external.
As a result, we managed to double the amount of traffic and hits to the site from Google search.
Our team achieved such great results thanks to:
Project Managers: Oleksandra Nesina
Optimizer: Natalia Pronina
Linker: Yevhen Fedchenko
