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 What exactly did we exceed 1%. And you get a complete picture of what any clinic owner and any SEO team faces.
What was at the start What exactly did we
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
At the start of the work, more than half of the 205 key 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 What exactly did we
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 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?
Technical part
We have already mentioned that the project was made 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.
For example, even adding a simple banner to all pages turned into a real asterisked task. Instead of automatically adding a standard block to all services, it was necessary to manually add a banner to each existing page. To prevent this from happening again, the programmers reconfigured the template, and such edits were made to new sections without problems.
Speed up and clean up What exactly did we
A large pool of edits was aimed at speeding up the site by removing junk, unnecessary fragments, and even entire services from the code.
So, we completely removed the block with “Yandex.Map” at the bottom of the page. According to analytics, visitors did not use this functionality at all. At the same time, its loading slowed down the speed of the entire site.
In addition, we removed unnecessary duplicate fragments from the footer, presenting the information in a more concise and understandable form.
The site footer before the start of work – a clutter of information, lack of a clear structure
The site footer after development – familiar appearance, conciseness, ease of perception
The changes also affected the website header, which kiribati business email list has become more modern and easy to perceive. Now it conveys the main information about the clinic’s work in a familiar and understandable format. The visitor perceives the header as text, moving from left to right, so the structure was built taking into account the importance of the information for the client. Important data, such as opening hours and clinic addresses, are located at the very beginning to immediately attract attention. CTA elements (buttons and links) have been moved to the right side, which corresponds to the user’s usual behavior and increases conversion.
The site header before the revision is unusual, the information is not readable, there is a lot of air
The site header after revision – all important information is posted, easy to read, familiar appearance
Working with micro-markup
The promoted website was implemented with micro there are some fairly simple things-markup in the Shema.org format, which helps to structure content on pages for search engines, improve content indexing and form informative and attractive snippets in organic search results, thereby catching the attention of users and increasing clickability.
Also important from the point of view of conversion for the healthcare topic is the rating. In this regard, the AggregateRating micro-markup was introduced.
And since the site’s theme implies the provision of offline services, micro-markup of contacts (Organization) was implemented to display in snippets information important for a potential client in the field of local business.
Development of the website structure
As we said, one of the main problems was the size canada cell numbers of the site, which always matters. First of all, we started developing subsections with services. At the initial stage, there were only 8 subsections in the “Prosthetics” menu and a couple in other menu items. As a result, we created about 15 additional pages only by expanding the pages with services.