The Novosibirsk clinic set itself the goal of obtaining a reliable source of leads.
At meetings with the client, we chose two main tools for promotion: SEO and contextual advertising. The first step to TOP positions in natural search results was a new user-friendly website.
We conduct an SEO audit, and based on its results, we decide which option will be the best: immediately start promotion, modify the old site or make a new one. The quality of the resource is very important for search engines, and in some cases, the only option is to develop from scratch.
This time the situation with the old site was satisfactory, but the client had a request for the highest quality representation of the brand on the Internet. After meetings and budgets, we decided to prepare a new site — pre-optimized.
Cosmos SEO experts got involved at the stage of prototyping a new site. The structure of the resource was developed taking into account adjustments from the search promotion department.
Improvements significantly simplified the filling of the site. For example, a block with doctors can now be placed on any page using a shortcode.
Highlighted pages with unique requirements that met the requirements of search engines. These pages were eventually moved to the new site. The rest of the texts either went under the knife, or our copywriters rewrote them from scratch.
Completely updated the section «Price». We got rid of empty irrelevant pages, identified priority areas and planned SEO work on them.
Before placing a new site, we carried out basic optimization in several areas. We collected the semantics and agreed with the client, set the TOR for copywriters, collected LSI phrases and questions that users are interested in.
On the basis of LSI copywriting, we worked out all the questions of users: how to take tests, receive and interpret the results, what are the nuances of going to work and traveling abroad.
After launching and re-indexing, some of the queries immediately hit the TOP:
- TOP-1 — 31 requests;
- TOP-10 — 81 requests;
- TOP-30 — 114 requests.
A month later, the number of requests increased:
- TOP-1 — 39 requests;
- TOP-10 — 101 requests;
- TOP-30 — 151 requests.
Shares in the TOP-10 for basic optimization requests after the launch of the site.
Thanks to the well-coordinated work of the web production and marketing department, immediately after the basic optimization, the share in the TOP-10 of Yandex search results for many new areas was higher than expected:
- Ultrasound of the veins of the upper extremities — 100%;
- Ultrasound of the child’s heart — 93%;
- Transesophageal echocardiography (TECHO) — 82%.
Further, the client chose the directions in which further advancement in positions was carried out. As well as areas where monthly pages were created and optimized, and then promotion began.
Naturally, with the advent of new directions, the total share in the TOP-10 has decreased. But gradually the semantics came forward in new directions, and then a positive trend in the growth of positions was maintained.
We analyzed the situation and decided that the best solution would be to create subsections with regions inside the service page. Subsections contain unique texts for each city.
Our experts divided the new regions into several small groups and started promotion in stages. Page optimization for each new city took into account the results of the previous stage. This approach is called iterative, and in Internet marketing it allows you to distribute budgets over time, as well as avoid serious mistakes.
- Work with site structure;
- Schema.org micro-markup;
- Promotion of more than 50 services for Novosibirsk;
- Promotion of the service «Treatment under CHI» in 10 regions;
- Implementation of Canonical;
- Emphasis on the study of the structure and the texts themselves;
- Linking in blog articles to service pages and between service pages;
- External optimization.
We chose the most promising areas for promotion. Those that are most suitable for promotion in search engines.
To get additional leads, we launched contextual advertising.
Work began in September. Call tracking was immediately connected. The calls started coming in from day one.
Connected a separate static number for placement in Yandex.Maps.
Thanks to the work with call tracking, we reduced the number of unsuccessful calls.
The main focus was the treatment of varicose veins, but we expanded the number of services and regions.
This is due to the disabling of Google Ads, where we received leads at a good cost. As soon as Google left, most advertisers moved to Yandex, the market overheated.
We promptly rebuilt contextual advertising workflows with a focus on Yandex. As a result, the indicators returned to normal. Google continues to work on SEO.
- Video add-ons and carousel within the YAN;
- Search banner;
- Key search;
- Separation into high-frequency and low-frequency requests;
- Setting up hyperlocal targeting (within a radius of 5 km from the clinic);
- Use of promotions;
- Retargeting to the base of those who came for a consultation, but did not have an operation;
- Look-alike for those who had surgery in the last 4 months;
- Landing campaign master with phlebology.