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Complex promotion of “ISIDA – obstetrics and gynecology clinic in Kiev”

ISIDA is a comprehensive obstetrics and gynecology clinic that combines a hospital and three dispensary centres. ISIDA clinics specialise in curing infertility, obstetrics, gynecology, mammalogy and pediatrics up to 18 years old.

Service

SEO promotion

Project

isida.ua

Region

Ukraine - Kiev

Work period

February 1st 2019 - present time

+ 475 %

Number of sessions

+ 510 %

User growth

+ 305 %

Appointments booked

+ 270 %

Calls made

Goals and objectives

Increase traffic Increase the number of booked appointments Focus on particular pages/categories

Results

Traffic increased by 475% Bookings increased by 305% Traffic to In vitro fertilization page enhanced by 519%

Promotion strategy development for obstetrics and gynecology clinic

In the very beginning we noticed that the website is built on subdomains. This fact had made it difficult to manage and promote the website, because of the repeated information. Since the beginning of the project, we have done the following:

Conducted a full technical audit and created terms of reference for necessary changes
Gathered and analysed the subdomains
Conducted on page analysis of the priority pages
Analysed the content
Gathered and clustered the semantic core
Searched for new ways of development
Created a content plan for information articles
Developed a plan to improve the existing articles
Management of meta tags
Management of inner linking

Content		Functional
Development			Compilation of a portrait TA
Анализ	Search
АCompetitor analysis				SC

Development

Technical audit

As we mentioned earlier, the website used to be built on subdomains. Which means each clinic and category had their own subdomains and duplicates of the category pages on different clinic subdomains. Our main aim was to merge the whole website on a single subdomain. During this stage we had:

Analysed the existing pages and searched for duplicates

Created a detailed redirection map

Conducted a usability audit

Analysed the inner linking

Conducted an on page analysis of the priority pages

COMPETITOR ANALYSIS

Analysis of the existing online competitors

We had conducted a wide range of works in analysing the competitors:

Analysed the link profile

Usability analysis

Onpage analysis of the pages where competitors have the majority of their traffic

Analysed the informational part of the competitors

During the analysis we had defined the week spots of our website as well as competitors’ websites:

Strong linking – all of the competitors have a big number of links. Therefore, it required from us to gain link weight for our website. However, besides gaining link weight we also had improved the existing qualitative links.
Link profile feature - the majority of the competitors had anchorless links from forums and review websites as a foundation of their link profile. It was taken into account during the process of conducting a link strategy.
Great content - we had to rewrite the texts for the most of the landing pages.
Weak informational piece - the majority of the competitors have a weak blog and disease manual.

semantics

Gathering semantic core for a medical website

Due to medicine being a very specialised area, together along with one of the doctors from ISIDA clinic we had gathered target semantic core by using the following services:

Google keyword planner

Ahrefs

Serpstat

Google search console

After gathering and clustering semantics, we had made a decision to adjust the current text on the priority pages, as well as form new information pages.

контент

Content plan development

Based on gathered semantics, we have made a plan how to adjust the current articles and created a separate content plan of writing new articles for the disease manual. After gathering informational semantics, we had conducted a content plan how to fill up the website within 7 months. Further we analysed the semantics and competitors. The next step was creating a terms of reference template for writing articles. As a copywriter we chose a practicing doctor.

Pages with descriptions of different diseases for the manual.
Commercial pages for different categories
Priority services pages for specific categories

links

Link profile management

Based on the conducted analysis and the fact that isida.ua already had a big number of links received naturally (news and conferences they participated in), we made a decision to focus directly on them. We received the following type of links:

Thematic forums links

News links where the clinic is mentioned

Link brokers

Direct placement through webmasters

EARLY RESULTS

Early results

Google Analytics dynamics

Early results after merging subdomains

As you can see on the screenshot above, after merging the subdomains in the end of April we have a minor subsidence in June and robust growth starting in July.

The start of works on “Disease manual” section

In August, when all the merging works were finished, we focused on the disease manual. This allowed us to have even more significant results in the future.

Intermediate results - November 2019

Traffic dynamics from Google Analytics

As we can see on the screenshot above, after the search algorithm was updated in September, we had a significant traffic growth due to quality and rapid development of the informational sections - this is a conformation of the works we performed. At the moment, we have a session growth by 198% comparing to the same period last year.

CURRENT RESULTS

Current results - February 2020

Google Analytics dynamics

As we can see on the screenshot above, despite everything the project has continued it’s robust and rapid growth. In February we had session growth by 475% comparing to the same period last year. Also the amount of conversions have increased which resulted in profit growth.

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