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      Promotion of the website of the medical center in the top 3 for high-frequency requests

      Author
      Author: Lehkobyt Andrii
      Context specialist
      Reviewer
      Head of SEO
      2022-03-21

      For the teaser image:

      Customer

      ADONIS is a multidisciplinary medical center that has been operating in Kyiv for over 20 years and provides a wide range of medical services for adults and children. The network includes 10 branches in different districts of the capital and the region, including a research laboratory and 2 maternity hospitals.

      Our task

      Growth of positions and targeted search traffic in priority areas:

      The main goal is to reach the top 3 for requests from priority categories.

      Initial data

      Niche and competitor analysis

      There is a fairly high level of competition in this niche — in the top 10 for targeted queries are ranked:

      At the stage of accepting the project for work, our specialists conducted a comparative analysis of the basic metrics of the promoted site and competitors:

      Domain

      DR (Ahrefs)

      Referring Pages (Ahrefs)

      Referring domains (Ahrefs)

      Keywords (Serpstat)

      Traffic (Serpstat)

      adonis.com.ua

      29

      4818

      209

      154100

      49380

      leleka.com.ua

      32

      2857

      951

      196300

      70990

      isida.ua

      36

      223680

      642

      112840

      249600

      mdclinics.com.ua

      33

      4799

      597

      279900

      178700

      viva.clinic

      29

      943

      102

      312800

      79230

      medcity.ua

      42

      4042

      932

      533700

      150000

      dobrobut.com

      53

      37000

      1360

      1600000

      735300

      medicom.ua

      39

      9000

      488

      1100000

      598300

      oxford-med.com.ua

      51

      3900000

      925

      1800000

      447100

      3 out of 9 projects from this table are web SEO clients

      Table of competitors according to the serpstat.com service:

      Table comparing the link profile of competitors according to the ahrefs.com service:

      Work process

      Technical optimization

      We started the website promotion with a complete revision of technical optimization. The main goal of the SEO specification is to detect technical errors of the site at the initial stage of work and check it for compliance with Google requirements.

      As part of a comprehensive audit, our specialists conducted a complete analysis of the site, drawing up a detailed technical task, the implementation of which will improve ranking in the search engine, indexing of the resource, and attract more organic traffic.

      Our technical specification consisted of 43 points of checks and recommendations for improvement on 31 pages.

      List of all checks and recommendations:

      Software implementation

      Result of checking

      Priority

      Executor

      1.

      Site IP Analysis

      to correct

      short

      programmer

      2.

      Checking the site for viruses, malicious scripts, and the presence of the site in blacklists

      OK

      tall

      programmer

      3.

      Domain history analysis by WhoIs and web.archive

      OK

      tall

      programmer

      4.

      Checking for elements that may negatively affect the user’s interaction with the site.

      OK

      tall

      programmer

      5.

      Checking for the presence and correctness of the formation of SEO-Friendly URL (NC)

      OK

      tall

      programmer

      6.

      Checking the bonding of mirrors and full takes

      OK

      tall

      programmer

      7.

      Checking for complete duplication of content

      to correct

      tall

      programmer

      8.

      Checking for technical pages, pages with duplicate content or no content in the index

      OK

      tall

      programmer

      9.

      Check the correctness of server responses to page requests

      OK

      tall

      10.

      Check page code for errors in HTML and CSS

      to correct

      middle

      programmer

      11.

      Check for presence and errors in the SSL certificate

      to correct

      tall

      programmer

      12.

      Check for hidden or spam links to external resources

      OK

      tall

      programmer

      13.

      Check if the robots.txt file is configured correctly

      to correct

      tall

      programmer/content manager

      14.

      Connect GWT and Yandex Webmaster

      to correct

      tall

      programmer

      15.

      Connect GA

      to correct

      tall

      optimizer

      17.

      Check Sitemap.xml

      to correct

      middle

      programmer

      18.

      CSS and JS Accessibility Checker

      OK

      Middle

      programmer

      19.

      Checking for Microformats

      to correct

      middle

      programmer

      20.

      Checking for social media buttons

      to correct

      short

      programmer

      21.

      Website loading speed check

      to correct

      tall

      programmer

      22.

      Checking for availability and optimization of multilingualism

      to correct

      Middle

      programmer

      23.

      Checking for a mobile version of the site

      OK

      middle

      programmer

      24.

      Checking the adaptability of the site on different types of devices

      OK

      middle

      programmer

      25.

      Checking for the correctness of the output of text content

      OK

      tall

      programmer

      26.

      Start aweb Content Tracking in SEO Monitor

      to correct

      short

      programmer

      27.

      Checking the presence on the pages of elements (commercial factors) necessary for ranking in a given topic

      to correct

      middle

      programmer

      28.

      Checking for partial content duplication

      to correct

      middle

      programmer

      29.

      Eliminate deletion of out-of-date and out-of-stock items

      OK

      tall

      programmer

      30.

      Check the indexing of reviews on the site

      OK

      middle

      programmer

      31.

      Is content visible with JavaScript disabled

      OK

      middle

      programmer

      Content

      Result of checking

      Priority

      Executor

      32.

      Checking for affiliates

      OK

      tall

      33.

      Checking geo settings in GWT

      OK

      tall

      optimizer

      34.

      Checking the correctness of the formation of meta tags

      to correct

      tall

      content manager or programmer

      35.

      Checking the presence and uniqueness of the sun content on the site

      OK

      tall

      Content manager

      36.

      Checking for the presence of landing pages under the SA

      OK

      short

      Content manager

      37.

      Checking text content optimization

      to correct

      Middle

      programmer

      38.

      Checking the Accessibility of Content Formatting

      OK

      Middle

      programmer

      Structure and linking

      Result of checking

      Priority

      Executor

      39.

      Checking for a Breadcrumb Menu

      OK

      tall

      programmer

      40.

      Website link check

      to correct

      Middle

      programmer

      42.

      Check for broken links

      OK

      middle

      programmer

      43.

      Checking the site for compliance with the requirements of the instructions for assessors

      to correct

      tall

      programmer

      The specialists of our company have implemented a list of technical changes:

      Semantic core and content plan

      Our optimizers have created the most detailed structure of categories and subcategories for clinic services to cover all search queries. So, for the category “Computed tomography (CT)” we have worked out landing pages for all zones and directions:

      For all pages, we created descriptions and also worked out the placement of articles in the blog. All texts were written by a doctor specializing in these services, so they met the requirements of expertise and authority — the information was presented in an encyclopedic form and gave an exhaustive answer to all user questions on this topic. In addition, we supplemented articles and descriptions with visual content: images, videos, infographics.

      An example of the structure of the text description of the service page:

      Improvement of the site according to the instructions for Google assessors

      The clinic site belongs to the YMYL (Your Money or Your Life) category, so it should have high EAT (Expertise, Authoritativeness, Trustworthiness) scores.

      Our specialists studied in detail the instructions for Google assessors, as well as the experience of top clinics, including Western ones, applying it to the site being promoted. As a result, we created informative pages where the user could read the maximum information about the service provided.

      In addition, we filled the pages of doctors with informative content so that a potential patient could get to know each doctor in absentia, having learned the maximum necessary information about him.

      Sample list of improvements we have implemented on the site

      Services section pages:

      Page “About the clinic”:

      Doctors pages:

      List of recommendations we are working on today:

      External optimization

      As we know, off-page website optimization is extremely important, especially given the high competition in the niche.

      First of all, our experts conducted an audit of the existing link mass and donors, rejecting low-quality sites using the Google Disavow Tool.

      Next, we made a plan for building a quality link mass and a strategy for its implementation in the process of optimizing the site.

      We evaluate donors for placing links according to the list of metrics, selecting the best ones in terms of price/quality ratio:

      Separately, it is worth noting that at the start of work there was a negative trend in the growth of the link profile. Within 3 months, the number of referring domains dropped from 400 to 200. We stopped the catastrophic decline, after which we started building up the profile. Based on a well-designed extension strategy, our specialists managed to increase the number of referring donors by 180 domains in 6 months.

      To build links we used:

      Working with company cards on Google. Maps"

      Our specialists have optimized and filled with content the company’s cards in Google. My business" for all 10 branches of the clinic:

      Mini SERM

      As part of website promotion, for all projects of our company, we carry out SERM-optimization — a type of work aimed at increasing the reputation of a business on the Internet. Since the site belongs to the YMYL (Your Money Your Life) category, it is important to work out EAT factors as carefully as possible.

      By increasing the rating of the site and the reputation of the business, improving the recognition of the company on Aweb, we increase the expertise and credibility of the resource not only in the eyes of the user but also of the search engine. This has a positive effect on the promotion of the project since Google trusts more expert, reputable, not yet reliable sites that provide quality information and do not mislead users.

      To improve the reputation of this project, we selected both specialized medical portals (likarni.com, doc.ua, medcentre.com.ua) and popular review sites (otzovik.com, otzyvua.net, zoon.com.ua). Having created pages on these resources, our specialists are constantly working to improve the reputation by posting reviews.

      Achieving position goals

      For most priority groups and keys, we managed to reach the top 3.

      Gynecology:

      Pediatrics:

      Maternity hospital:

      Surgery:

      Pediatric surgery:

      Reproductology:

      MRI:

      Ultrasound of the heart:

      Pediatric urology:

      Prenatal screening:

      Achieving traffic goals

      Graph of the growth of free search traffic of the project for the period

      01/01/2020...07/31/2021

      The increase in free search traffic for the period of our promotion from 01/01/2021 to 07/31/2021 (compared to the same period last year) amounted to 152.99% — 1,236,674 against 488,821:

      Conclusion

      Even though the competition in the niche is very high and strong competitors are ranked at the top, our team managed to take the expected positions and achieve the set goals for traffic growth.

      Key success factors:

      Project participants

      Project Manager: Kateryna Tymoshenko

      Optimizer: Lehkobyt Andrii, Yurii Oshchapovskyi

      Reference: Yevhen Fedchenko