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

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Optimizer
Reviewer: Oleg Gavrilyuk
Head of Optimizers
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Promotion of the website of the medical center in the top 3 for high-frequency requests

For the teaser image:

  • brought 46% of priority group keys to the top 3

  • increased organic traffic compared to SPY

  • 230,000+ organic users per month

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:

  • maternity hospital;

  • Gynecology;

  • Pediatrics and Pediatric Surgery;

  • Surgery;

  • Plastic surgery;

  • Reproductology.

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

Initial data

  • Region: Kyiv

  • Priority search engine: Google

  • Website Platform: WordPress

  • Language: Russian, Ukrainian

  • Start of works: December 2020

Niche and competitor analysis

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

  • top clinics;

  • aggregators of medical services;

  • niche narrow-profile clinics;

  • information sites.

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:

  • eliminated complete duplication of content: set up 301 redirects from URLs in uppercase to URLs in lowercase, closed service pages, pagination pages, etc. from indexing;

  • fixed errors in the SSL certificate by raising the protection level to an “A” rating, according to the assessment of the SSL Server Test service;

  • fixed errors in HTML and CSS code;

  • implemented automatic generation of sitemap.xml using the site engine;

  • fixed markup errors, implemented Physician markup on doctors pages, aggregate rating and FAQ on service category pages;

     

  • “junk” and technical pages of the site were closed from indexing using an index;

  • raised the site loading speed from the red zone to the yellow/green

  • implemented the correct operation of the multilingual site;

  • finalized the optimization of text content: headings H1-H6, price block on service pages, Alt images, and much more;

  • Optimized internal linking.

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:

  • CT scan of the spine;

  • CT scan of the abdominal cavity and small pelvis;

  • CT scan of the neck;

  • CT of extremities;

  • CT scan of the paranasal sinuses;

  • CT with contrast;

  • CT angiography;

  • CT scan of the pelvis;

  • CT on ò screening;

  • CT in polytrauma;

  • dental CT;

  • complex CT.

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:

  • What it is;

  • Indications for carrying out;

  • Contraindications, possible side effects;

  • Preparation for the procedure;

  • How is the procedure carried out?

  • Restrictions after the procedure;

  • Recommendations for care and recovery.

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:

  • added price block;

  • added the “Doctors” block;

  • implemented a block of informative articles on this service;

  • introduced the block “Frequently asked questions” about the service;

  • added feedback functionality.

Page “About the clinic”:

  • list of branches and directions;

  • clinic benefits;

  • certificates and licenses;

  • photo of the clinic;

  • clinic doctors.

Doctors pages:

  • information about education and work experience;

  • indicate work experience and academic degree;

  • indicated current positions and professional skills;

  • provided the opportunity to leave a review about the doctor.

List of recommendations we are working on today:

  • authorship on service pages and blog articles;

  • a list of used literature on the pages of services and in blog articles;

  • publication in the footer of the website of the license of the clinic with a link to the Ministry of Health.

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:

  • SimilarWeb: Traffic, Organic, Time on site, Page Views, Bounce Rate;

  • Ahrefs: DR, RD/OD;

  • Majestic: CF/TF

  • CheckTrust: Trust, Spam.

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:

  • placement of articles;

  • purchase on the exchange of links;

  • crowd marketing;

  • non-standard placement (links from play.google.com, amazon, and other resources).

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:

  • filled in the standard information in the card;

  • optimized titles using targeted key phrases;

  • added Emoji to increase CTR;

  • filled in the attributes that are displayed in the issue, increasing the size of the card and increasing the CTR;

  • weekly published records and news of clinics;

  • Monitored reviews and improved company ratings.

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:

  • an integrated approach to work on promotion: technical, internal and
    external optimization;

  • work on EAT factors;

  • work to expand the semantics and create new additives;

  • expert content prepared by clinic staff.

Project participants

Project Manager: Kateryna Tymoshenko

Optimizer: Lehkobyt Andrii, Yurii Oshchapovskyi

Reference: Yevhen Fedchenko

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