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      Doubling the number of organic applications for a dental clinic

      Author: Nataliia Pronina
      Head of SEO


      «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.


      1. Increase traffic in priority directions, paying special attention to the queries that convert: "price", "cost", " Kyiv", "Poznyaki".
      2. Restore and increase the flow of dentistry applications.

      Priority directions in descending order:

      1. Implantation
      2. Veneers
      3. Pediatric sedation (sleep therapy)
      4. Metal-free crowns
      5. Treatment under a microscope
      6. Orthodontics
      7. Braces
      8. Atypical extraction of a tooth
      9. Restoration (augmentation and other)
      10. Aesthetic dentistry (whitening)
      11. Periodontology
      12. Computed tomography (it is also important to check this service on Google Maps and add information about it if necessary)
      13. Caries treatment
      14. Filling
      15. Tooth extraction

      Source data

      Region: Kyiv

      Start of work: July, 28 2021

      Promotion language: Russian

      Search engine: Google

      CMS: Wordpress

      Project Features


      Doubling the number of organic applications for a dental clinic 1


      Software engineers and copywriters are on the client's side. All the articles written are proofread by the dentists.

      Selected work strategy

      Technical audit of the site

      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:


      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.

      Collecting a semantic core and working on the content

      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.


      Doubling the number of organic applications for a dental clinic 2


      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.

      Optimization based on the local geo-location

      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:


      Doubling the number of organic applications for a dental clinic 3


      Building up an external link mass

      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):


      Doubling the number of organic applications for a dental clinic 4


      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:

      E-E-A-T factors

      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.

      The results achieved

      Traffic growth from organic search increased from 9462 users per month to 16769 users:


      Doubling the number of organic applications for a dental clinic 5


      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:


      Doubling the number of organic applications for a dental clinic 6


      Our project managed to reach the top for priority commercial queries on the pages with highest priority:


      Doubling the number of organic applications for a dental clinic 7


      Doubling the number of organic applications for a dental clinic 8



      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 participants:

      Project Managers: Oleksandra Nesina

      Optimizer: Natalia Pronina

      Linker: Yevhen Fedchenko