This article is not just a case study on how cool we are at working with SEO. Today we want to tell you about one of our internal SEO departments, which is focused on working with complex, large-scale sites in competitive topics and narrow niches. And we will tell you about it using the How does the Turbo Pro division example of working with one of our clients — the UniverStom dental clinic chain.
How does the Turbo Pro division of Demis Group differ fundamentally from classic SEO teams? The secret is in the comprehensive approach.
“In addition to the team of SEO specialists, marketing teams, UX experts and high-level programmers work on each project. This allows us to work out every detail of the project, ensuring maximum efficiency and depth of immersion. And we also know how to do it in-house. Among our projects, there are those where the Demis Group team is fully integrated into the client’s business processes, in fact working as a remote department of his company.”
Vyacheslav Shepelev , Head of the Turbo Pro Department
About the client, tasks and pitfalls of the niche How does the Turbo Pro division
UniverStom Implantation Center is a network of dental clinics in St. Petersburg specializing in dental implantation. The clinic has established itself as a leader in the field of dental implant installation. Its specialists achieve excellent results even in complex cases.
Despite the fact that UniverStom has been on the market for over 15 years, the brand was almost unknown on the Internet. The number of requests for the clinic’s name was only 130-150 per month, which is too little for such a long-lived brand.
The client’s main task was to increase the number of requests from the site, which were almost non-existent at the start of the work.
The medical niche in general is very demanding in terms of the quality of work on the site. Search engines check YMYL-themed resources very seriously. And it’s not just about the quality of the content. Checking occurs at all levels: how relevant the content of the pages is and how it reflects the intent of visitors, whether a secure protocol is used, how authoritative and pumped up the domain itself is, and much more.
If we talk specifically about the niche of dentistry and implantation, then, as one of our clients noted: “The worst nightmare of any clinic and its headache is an empty chair .” Rent, equipment and materials are expensive, so the owner’s task, and therefore ours as contractors, is to ensure that the clinic is fully loaded from morning to evening.
And, it would seem, what is difficult here: it is enough to drive up relevant traffic, and things will go well. But here another factor intervenes in the situation – the capacity of the market. For example, the number of requests for “dental implantation” per month in St. Petersburg and the region at its peak barely exceeds 20 thousand. And if we are talking about average indicators, then this is only 16-17 thousand.
Demand for the service “dental implantation” in St. Petersburg (data from “Wordstat”)
Add to this the attitudes in the minds of potential patients that dentistry is expensive, painful, scary… Because of which the conversion from organics in the subject does not exceed 1%. And you get a complete picture of what any clinic owner and any SEO team faces.
What was at the start How does the Turbo Pro division
Effective digital marketing helps clinics not only attract new patients, but also reduce advertising costs. How to achieve this? We will discuss this in detail on April 2 at the Demis PRO: Digital MED conference . Speakers include Callibri experts, MTS Marketer, MedBoost, clinic owners and digital specialists. If you want to get the most out of it, register. In the meantime, we will share key promotion strategies.
Before joining the Demis Group agency, the implantgood.ru website was poorly developed. The number of pages in the index at the time of launch was only 62. While competitors had at least 200. Large websites attract more organic traffic, in addition, they have priority in ranking for highly competitive queries, so it was necessary to increase the total number of pages on the website.
Visibility How does the Turbo Pro division
At the start of the work, more than half of the 205 key wallis and futuna business email list queries were outside the top 20 in Yandex for the St. Petersburg region. In Google, visibility was even lower – only 11.2% in the top 20. This indicated insufficient relevance of the content and the site lagging behind competitors.
Visibility of the site in Yandex and Google at the start of work
Traffic
At the start of work in November 2023, the average traffic from search engines was about 1,090 per month. While competitors in the niche had an average of 2,800.
Technical condition
The clinic’s website was created on the Tilda platform. Due to the fact that at the time of creation, the developers did not take into account the growth prospects, many elements were difficult to modify, which complicated the work on expanding and improving the resource. For example, there was no technical possibility of batch adding of standard elements to pages. Which was subsequently this will involve leveraging communication tools corrected by our programmers.
In addition, the site needed to be worked on in terms of commercial and EEAT factors, and the pages required improvements in terms of usability.
The final website promotion strategy included work in two directions: increasing traffic by increasing the number of pages, as well as increasing conversion by optimizing existing pages with an emphasis on UX and working out key factors of trust and expertise.
What exactly did we do and how? How does the Turbo Pro division
Technical part
We have already mentioned that the project was made clean email on Tilda. For the owner, a website on a constructor is fast, simple and clear. But only if you are making a business card and do not plan to monetize the site. When it comes to commercial sites that will need to be further developed, optimized for search algorithms and visitor needs, constructors are a shot in the foot. Many things will simply be impossible to implement if you do not provide for this in advance.