SEO for a Medical Center Network Website
About the project
- Site type
- Service website
- Niche
- Network of medical centers (clinics)
- Location
- Kyiv, Ukraine
- Language versions
- Ukrainian, Russian
- Domain age
- 2+ years
- Engagement period
- – 1 year, 5 months
* — This case study is also published on the agency’s website.
Key result
Organic traffic grew 1.5× (+53%), by almost 14K more monthly users, and the site’s search visibility improved.
Results over time
Clicks and impressions from GSC for the last 16 months of the project
Organic traffic from GA4 (users from Organic Search) over the course of the project ( – )
Organic traffic (Google Analytics 4, users from search engines)
1.5× increase (+53%)
Detailed breakdown
Problem
The client wanted to increase organic traffic and attract more patients from search engines. Separately, it planned to develop new service lines and expand the site structure. The work took the specifics of the medical niche (YMYL) and E-E-A-T requirements into account.
These problems stood in the way:
Technical
- Internal links with 301 redirects, links to pages returning 404, links to the old site, and mixed HTTP/HTTPS URLs
- Missing key structured data and errors in the existing markup
- Other technical errors, including in the XML sitemap, duplicate pages, missing H1s, and problems with titles and descriptions
On-page
- The site structure didn’t cover all existing services, and dedicated optimized pages for them were missing
- The site menu was hard to use: the structure of sections and subsections lacked clear logic and needed to be reorganized
- Page templates lacked key sections: FAQ, prices, internal linking, user-friendly navigation, and trust signals for E-E-A-T (reviews, licenses, etc.)
- Existing pages needed on-page optimization: updating or rewriting copy and optimizing headings and meta tags
Solution
- Competitor and site structure analysis, with suggestions for expanding the site and creating new pages for existing services
- A technical audit, preparing specs for developers, and monitoring the implementation: fixing redirects, duplicates, structured data, the XML sitemap, etc.
- Reviewing and reorganizing the site menu structure
- Separate recommendations on structure, content, and page sections, with E-E-A-T in mind, for each page type: categories/service lines, doctors, blog posts, news, and locations
- On-page optimization: creating new pages with copy, updating and rewriting existing copy, working on headings, rolling out new meta tag templates, and setting up internal linking
- In parallel, off-page optimization: placing links to the site on carefully selected third-party websites, including naked-URL links on topical sites
Result
Fixing the technical errors, expanding the structure, optimizing pages, and building up the backlink profile helped the site get indexed and rank better. Organic traffic grew 1.5× (+53%), or almost 14K more monthly users, even from a fairly high starting base. The site’s visibility in search results also improved, and the number of leads from organic search (form_send events) grew 3×.