Case study: SEO-promotion of a medical center
SEO-promotion of a medical center
Working period: 12 months
Project status: active
Requests per month: 1000 - 2000
SEO optimization is a set of measures to improve a website for its better ranking in search engines and increase positions in organic search results.
According to statistics, SEO traffic is the key source of attracting new patients. The SEO channel attracts the maximum amount of traffic and requests.
We divide the SEO work into 2 parts:
- The first is what the user sees: the structure of the site, landing pages, copywriting.
- The second is what is hidden from the user's eyes: the code of the pages, the reference mass, etc.
It is important to observe the golden mean. A page that attracts a large amount of traffic may not be a conversion page. The ultimate goal is not to increase traffic, but to increase targeted hits. Therefore, in our case, a bunch of SEO specialist + medical copywriter and designer works. The task of an SEO specialist is traffic. The task of a medical copywriter is to make a conversion text that "sells", while observing the terms of reference from an SEO specialist. The task of the layout designer / designer is to "pack" information that is understandable to the user.
Any information that is not yet on your site is a resource. By creating a systematic work to add it to the site, you can increase the number of requests from Internet marketing.
Our client is a multidisciplinary medical center. The main task of search engine optimization is to increase the number of requests in priority areas.
After the site audit, problems were identified:
- Weak positions on clinic services;
- The services could only be found in the directory;
- Lack of analytics by direction.
It was decided to create new monthly service pages (landing pages) to attract customers + regular blog articles on the main site.
The first SEO promotion tasks
- Compilation of the semantic core of current services;
- Reconciliation of site positions to determine growth points;
- Working with directories and webmasters;
- Coordination of work for a month and preparation of material for new (revision of old) pages.
The optimization strategy includes two main areas
- Creating pages for specific requests (services);
- Writing articles for requests related to services, to attract interested traffic and work with internal linking (links to services).
An example of creating new content for SEO traffic growth. Section "Diseases"
The "Diseases" section was created. More than a hundred pages of diseases have been added. The structure of the disease page includes a description of the disease, treatment methods, and attending physicians. On the page of the disease, there is a call to leave a request for a consultation with a doctor.
The idea is that we attract a new target audience that is in search of information on their disease, for example: Arthrosis of the knee joint.
On the page, the patient receives information about the disease itself, treatment methods, and attending physicians. The quality of the written material will directly affect the conversion to a call or a request to the clinic.
An example of creating new content for SEO traffic growth. Section "Methods of treatment"
A page with a list of treatment methods has been created for the target audience that is looking for a particular treatment method. For example: headache blockade, manual therapy, arthroscopy.
Monthly work in addition to writing content
- Optimization of meta information for service pages;
- Elimination of errors interfering with SEO promotion (duplicates of pages and meta descriptions, lack of regional binding, page descriptions, etc.);
- According to the semantic core, keys were distributed and texts for pages were written;
- Purchase of natural links for safe promotion.
SEO traffic Analytics of a medical center
SEO traffic and SEO appeals can be viewed from several sides. Usually SEO traffic is analyzed Yandex/Google the metric as the total number of traffic and conversions. For more effective work, we recommend tracking performance in the context of specific areas.
В нашем кейсе мы разделили медицинский центр по направлениям, например: Клиника Боли, Клиника травматологии, Клиника Гастроэнтерологии и т. д.
We used Roistat's end-to-end analytics, set up dynamic call tracking for SEO traffic so that calls and requests were assigned to a specific clinic. As a result, we have created a separate report for each direction:
An example of a report on a pain clinic. We see all the pages that relate to this clinic, the number of visits, calls, requests for each page.
All requests (calls and requests) we break it down into sections. These can be doctors, diseases, services, treatment methods, blog articles.
An example of a summary report on two clinics in the context of sections of the site.
Such analytics allows you to more effectively create a work plan for each direction of the medical center, evaluate the results of work on a point-by-point basis.
Results SEO-promotion
Traffic from new landing pages and new articles has grown from 2,000 to 17,000 users.
The number of requests increased from 1,000 to 2,000 requests per month.
Traffic and call planning has become more accurate and predictable.
