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SEO

Case SEO promotion of a medical website ENDO

Promotion of the medical site for endoscopy ENDO in the Google search engine. How a small medical site overtakes Wikipedia and competitors in targeted queries. Optimal SEO service package

Customer
ENDO
Sphere
SEO, Medicine
Services
SEO promotion
Client site
https://endo.kiev.ua/
SEO promotion of medical website ENDO - photo №1

Purpose of the client:

Creation and promotion of a medical site for endoscopy. The owner and the best doctor, Gaidar Ivan, turned to our company with the aim of minimally refreshing the design and improving the site's performance in Google for targeted queries. Endoscopy and examination of the gastrointestinal tract are the main areas of business, the doctor is well known in the offline direction, while in the search results of the site he occupied far from the first positions.

The main goal is to become a leader in the niche and increase the number of clients in a medical clinic in Kiev. Realizing that the main flow of patients to the clinic can be obtained through word of mouth and the Internet, the choice immediately fell on the development of an online direction.

Initial site analysis

At the initial stage, it was clear that we were competing with very large medical sites, and the number of pages on the site did not reach even 10. Taking into account the specifics of the Google search engine, at the initial stage, we chose the direction of expanding landing pages and forming general domain indicators. The main task is to create a thematic resource in the eyes of a search engine, with useful and targeted content. A small site can get into the TOP only due to the thematic nature of the resource.

At the first stages of work:

  • Conducted a technical analysis of the site;
  • Collected the semantic core for the new structure;
  • Generated the initial structure;
  • Made a starting measurement of positions and traffic by domain.

Initial metrics:

  • Semantic core (queries) in tracking: 628 queries
  • High traffic potential : 12 pages
  • Potential traffic: 45,650 clicks per month (according to Adwords)

Site positions at the start:

TOP at the start Number -bout requests % of requests to TOP
TOP 1 5 0.80%
TOP 3 27 4.30%
TOP 5 36 5.73%
TOP 10 53 8.44%
TOP 30 120 19.11%
TOP 100 343 54.62%
Not in TOP100 285 45.38%
  • Google systems. Positions were taken on through a specialized service based on the semantic core in promotion, for example TOP1 indicates that the site at the start had 5 out of 628 keywords for first position).

We saw the full potential of the site, which can be obtained with increased SEO promotion.Taking into account the specifics of a medical site, together with the client we identified a priority area, a promotion strategy, a profile of a user, and target queries that have the potential to get clients from the Google search engine.

Building a growth strategy

Individually for the project, we formed a content plan, stages of launching new pages for user requests and adapted a proven promotion strategy tested on a large number of projects. These works are aimed at strengthening the site as a leader in the direction; competitors who have a large network of medical clinics throughout Ukraine were taken into account.

Stages of promotion work:

  • Improving page crawling and indexing rates;
  • Expanding the information structure for key user requests;
  • Correcting site errors based on the recommendations of the search engine;
  • Improving the site's performance as a medical site;
  • Writing and placing targeted content on promoted pages;
  • Generating useful blocks that increase the site's quality indicator;
  • Optimizing the speed of the site;
  • Fixing the mobile version of the site;
  • Constantly increasing the number of pages with the potential for traffic in the search engine;

SEO promotion results

After carrying out all the basic work and optimizing the site pages, we saw the result of the correct strategy and a gradual entry into the TOP Google by targeted requests. We managed to overtake many aggregators, large medical sites for targeted queries and Wikipedia for information. Considering the specifics of 2020 and quarantine restrictions that strongly influenced the behavioral factor, the constant change in the trend of search queries, we were able to achieve the desired results. The client was able to entrust us with further promotion and choice of strategy, and he himself was able to devote time to visitors and get loyal customers.

  • Semantic core (requests) in tracking: 628 requests
  • High traffic potential: 12 pages
  • Traffic potential: 45 650 clicks per month (according to Adwords)

Overall position growth :

TOP at the moment Number of requests (was) % of requests in the TOP (was) Number of requests (now) % of requests in the TOP (now)
TOP 1 5 0.80% 79 12.58%
TOP 3 27 4.30% 192 30.57%
TOP 5 36 5.73% 270 42.99%
TOP 10 53 8.44% 407 64.81%
TOP 30 120 19.11% 519 82.64%
TOP 100 343 54, 62% 596 94.90
Not in TOP100 285 45.38% 32 5.10%

Changing positions for keywords:

Search term Frequency Position at start Position now
gastrointestinal probe 720 > 100 1
Helicobacter tests 720 71 2
gastroscopy Kiev 880 67 3
capsule endoscopy 320 > 100 4
bowel examination 390 > 100 5
gastroscopy 5400 83 5
colonoscopy kiev 1000 31 6
colonoscopy kievcolonoscopy 12100 36 8
  • Frequency - the number of searches per month
  • Position at the start - during the initial analysis of positions
  • Position now - after our work

Site visits in January:

Indicator 01/2020 01/2021
Google analytics clicks 1285 3577
Google search console clicks 1053 4076
Google search console impressions 27648 90487

Clicks per year Google analytics:

  • 10,991 clicks - February 2019 /January 2020
  • 19,444 clicks - February 2020 /January 2021
  • (Considering the traffic drawdown during the start of the quarantine period and first half of 2020)

Service prices

service
price
SEO-promotion, package "OPTIMAL"
(for b2b sites)
495 $ / month
SEO-promotion, "ADVANCED" package
(for b2b sites)
595 $ / month
SEO-promotion, package "MAXIMUM"
(for b2b sites)
695 $ / month
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