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Case of SEO promotion of a medical website

We doubled the number of conversions on the medical center website

#Medicine

Output data

Client: website of a medical center specializing in the treatment of varicose veins.

Term of work: 3 months.

Team: project manager, SEO specialist, copywriter, editor.

Goal: ensure stable organic traffic growth and increase conversions for the center’s key medical services.

Problem: the site had limited visibility in search, and a significant portion of targeted high-frequency queries did not rank high enough to generate conversions.

Tasks

increasing organic traffic;

increasing the number of site conversions;

growth of positions based on high-frequency requests agreed with the client.

List of works

We conducted a competitor analysis – evaluated the websites of other medical centers, their structure, content and external profiles.

We developed a website promotion strategy – formed a clear SEO work plan with priorities on high-conversion pages and queries.

We conducted a technical audit of the website – checked the website for indexing problems, duplicates, loading speed and other technical parameters.

We collected a semantic core – selected and clustered queries, including high-frequency commercial and informational keys.

We optimized metadata on the website pages – created unique structured meta tags for key pages, aligning them with the semantic core.

We implemented micro-markup – added the necessary schema.org types for medical services and articles.

We implemented a TOR for correcting technical errors – prepared and implemented technical recommendations for eliminating critical errors.

We conducted a content analysis of the site – checked the relevance, expertise and structure of the texts, highlighted pages that need updating or expansion to improve E-E-A-T.

We conducted an analysis of external links – assessed the backlink profile and identified weaknesses that could hinder the site’s authority in search, with an emphasis on medical topics.

We implemented an external promotion strategy – began to increase high-quality thematic links from authoritative resources.

Results

Comprehensive SEO work has significantly improved the visibility of the site and its position on key medical queries. In the first three months, there was a significant increase in clicks and impressions on Google, which made it possible to increase the number of patient calls and improve the effectiveness of the site as a channel for selling medical services.

Data from Google Search Console

Previous period: number of clicks – 8718, impressions – 267 thousand, average position – 19.5.

Period of our work: number of clicks – 15293, impressions – 463 thousand, average position – 13.6.

Organic traffic increased by 113.6%

Conversions increased by 218.94%

Results

Organic traffic increased by 113.6%

Conversions increased by 218.94%

Conclusions

Working on the medical center website demonstrated that even a short period of active SEO optimization can provide tangible results in a difficult competitive niche.

Organic traffic increased significantly, and conversions doubled, which indicates an increase in the relevance of the pages and improved user interaction with the site.

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