Promoting and Developing Holistic Dentistry – A Case Study

We conducted an in-depth analysis of the website using tools like Screaming Frog, Google Search Console, and other services. We fixed indexing issues, set up redirects, and improved page load speed.

Key issues identified:

1. Mobile responsiveness issues – there was a problem with image adaptation in the mobile version and blocks with reviews.
2. Meta-data – many pages lacked meta descriptions or had duplicates with non-unique parts.
3. Low page load speed in the mobile version. We also encountered server issues. The website would often crash or load very slowly.
4. Client capture forms were not set up on the website.

We conducted a full collection and analysis of key search queries. A promotion strategy was formed to optimize the website structure:

• Collected the core of key words, including high-frequency, medium-frequency, and low-frequency queries targeted at the target audience.
• Clustered queries by areas and services, which helped create logical and user-friendly navigation on the website.
• Determined priority queries for promotion and developed a content plan considering seasonality and competition.
• Based on the collected semantics, updated meta tags, headings, and the structure of internal pages, which improved content relevance.

We conducted a comprehensive study of the competitive environment to identify key success factors and growth areas:

• Studied the strategies of niche leaders – analyzed their content, website structure, backlink profile, and advertising campaigns.
• Identified strengths and weaknesses of competitors, which allowed us to create a more attractive and unique value proposition (UVP).
• Developed unique conversion blocks based on the identified needs of the target audience. This included creating CTA blocks, booking forms, and informational sections.
• Optimized landing pages based on Google’s recommendations.

We created expert articles with close consideration to EEAT factors (Expertise, Authoritativeness, Trustworthiness). To write the materials, we asked the doctor for comments and case studies to make the content as valuable as possible for users. We removed or reworked content that did not add value and did not meet Google's quality criteria.

We created unique descriptions for case studies based on messages from the clinic and published them in the case study section and on service pages. This approach, along with other content, increased user trust – as a result, people sign up for various services and return to the clinic repeatedly, transitioning from smaller cases to larger ones.

The website had a poor backlink profile – there were many bad external links pointing to the site, as seen in the top right – over 14K backlinks. We compiled a list of unsuitable links and disavowed them in the Search Console.

We carried out a comprehensive effort to build backlinks and increase the website's authority:

• Placed high-quality external links on authoritative forums, medical directories, and online catalogs. This helped increase organic traffic and improve rankings.
• Selected only relevant platforms to minimize the risk of acquiring low-quality links and avoid search engine penalties.
• Expanded the backlink profile, based on competitor analysis, using both anchor and non-anchor links for a natural distribution.

We focused on improving visibility in geo-dependent search queries:

• Updated the Google Business Profile – added up-to-date information, service descriptions, business hours, and contact details.
• Added high-quality photos of the office and examples of work to increase user engagement.
• Conducted active work with reviews: encouraged clients to leave positive reviews and responded to comments.
• Created regular posts with company news and promotions to keep the audience engaged.

We conducted a usability audit of the website on mobile devices and fixed responsiveness issues.

We worked on caching and configured hardware acceleration for the website. Updated blocks, photos, and videos on the pages.

Work on the mobile version continues regularly.

We set up and optimized advertising campaigns, including Smart campaigns, expert campaigns, and ads on Google Maps. We regularly analyzed performance and adjusted strategies. We ran promotions and banner ads, testing different variations.

We adapted the Google Ads promotion strategy to fit the client's budget.

On the screenshot:

An example of one of the latest advertising campaigns at the launch stage – within 2 days after passing moderation, we received 9 conversions (calls and form submissions).

We reached many top 5 positions in Google for key queries in a competitive niche.

Organic traffic increased by more than 250% since the start of the promotion.

Achieved high results in interactions and calls from the Google Maps listing.

The number of consultation requests increased by 3 times, allowing the clinic to attract new clients and boost revenue.

This case confirms that a comprehensive approach to SEO and marketing delivers sustainable results, even in the highly competitive medical services niche.