Contents of the case
Media
Initial data
Whole works
- /01 Increase in organic reach for key services: dermatology, trichology, and laser cosmetology
- /02 Ranking location-based queries in the top 3
- /03 Improving a website’s credibility in accordance with Google’s requirements for medical websites (E-E-A-T)
- /04 Increase in the number of appointments booked through the website
Issues and general strategy
The medical niche falls under the YMYL (Your Money or Your Life) category, which requires a special approach to content quality and the demonstration of expertise. Initially, the website had low visibility for high-volume search queries and required significant structural improvements.
The overall strategy focused on thoroughly developing the semantic core for each medical service and creating content that met standards of expertise. We placed the main emphasis on local SEO and working with trust factors (reviews, doctor profiles, equipment certification).
What has been done
Content and E-E-A-T (Expertise)
We conducted a comprehensive review of the medical content. Professional descriptions were prepared for each service with the involvement of the clinic’s doctors as experts. We added “Article Author” and “Reviewer” sections with links to the specialists’ profiles, which is critical for ranking in medical topics. This helped the site gain favor with Google’s algorithms and significantly increase the number of impressions.
Structure and Semantics
We expanded the site’s structure by creating separate landing pages for highly specialized queries (e.g., dedicated pages for acne treatment, removal of skin growths, and trichoscopy). This allowed us to cover low-frequency semantics, which have the highest conversion rate for appointment bookings.
Technical Optimization
We implemented MedicalEntity and Physician microdata for service and doctor pages. We optimized page load speed and the mobile version, as most patients search for services specifically on smartphones. We also ensured the proper functioning of pricing pages, which is one of the key decision-making factors in this niche.
Local SEO and Backlinks
Work was conducted with Google Business Profile and medical service aggregators. The link-building strategy was based on acquiring backlinks from authoritative medical portals, local media in Lviv, and health-related resources. The number of donor domains grew steadily and systematically, ensuring stable visibility metrics (up to 0.9).
Results
| Options | At the start of the project | After 12 months | The difference |
|---|---|---|---|
| Organic traffic | |||
| Organic traffic | 2340 | 12300 | +425,6% |
| Conversion (entry) | |||
| Conversion (entry) | 1,8% | 3,2% | +77,7% |
| Visibility | |||
| Visibility | 0,1 | 0,9 | +800,0% |
| Top 10 Keywords | |||
| Top 10 Keywords | 180 | 1450 | +705,5% |
