Content Marketing as the Successful Medical Website

Content:

• Main goals of the project

SEO promotion strategy of a medical website

• complex analysis of competitors;
• technical optimization of the site;
• analysis of search results and collection of the semantic core;
• work with information content:

• • article examples
• work on building a link profile of the site

results

Brief conclusions

Main goals of the project

Turning to Web promo, the client set two main goals for the project:

1. Attracting targeted traffic from organic search to the site.
2. Increasing the visibility of the site for targeted queries in search engines.

Based on these goals, we began to build our strategy for SEO promotion of the medical website design.

SEO promotion strategy of a medical website

For the strategy to work and ultimately bring measurable results, we carried out:

• comprehensive analysis of competitors in the niche;
• Medical website
• analysis of search results and collection of the semantic core;
• work with information content;
• work on building a link profile of the site.

Comprehensive analysis of competitors

This stage included a link analysis of competitors, an analysis of traffic and search queries by which competitors are ranked, as well as an analysis of the content strategy of competitors and the structure of their sites.

It allowed us to identify the following features of SEO promotion of medical website:

• success depends on a well-thought-out structure and the availability of landing pages for key queries;
• additional PR campaigns increase branded organic traffic to the site;
• a large amount of link mass is needed (due to PR articles + crowd marketing);
• a blog is a powerful channel to attract additional traffic.

Looking ahead, let’s say that the last point formed the basis of our promotion strategy. Earlier, we wrote that content SEO is an extremely important aspect of promoting a medical website. But first things first.

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Medical Website

At the stage of analyzing the technical condition of the site, we prepared recommendations that are important for the successful promotion of the project and improving behavioral factors:

• disabling the pre loader on the internal pages of the site;
• content loading speed optimization;
• elimination of duplicate pages;
• conversion of URLs to CNC format;
• site optimization for mobile devices;
• introduction of bread crumbs;
• Elimination of unnecessary redirects.

Search results analysis and semantic core collection

Throughout the entire work period, the semantic core has constantly been expanding. This required optimizing service pages and informative blog articles for multiple language versions.

The collection of the semantic core included the following steps:

• analysis of the semantics of competitors;
• collection and clustering of search queries for the blog and landing pages;
• Preparation of recommendations for creating content for pages based on the collected semantics.

Working with information content

During the analysis of the niche and opportunities for competition, it was revealed that a significant part of the issuance of competing sites is informational articles. The target audience is interested in the nuances and peculiarities of dental treatment before visiting the dental clinic. Therefore, focusing on the search queries of users, a semantic core was assembled to prepare content in which potential clinic clients could find answers to their questions. And our main requirements for the content for the site were:

• Utility. Articles should contain useful and reliable information, i.e., a description of the symptoms of the disease, causes, methods, stages of treatment, price, etc.

The user who has landed on the page is obliged to receive an answer to his question. If the user returned to the search and continued to search on other sites, then your content is not working.

• Expertise. Texts for the site should be prepared by practicing doctors.
• Readability. Given that the text describes the treatment of various dental problems and uses medical terminology, the content must be written in an accessible language.
• Compliance with SEO parameters. We are talking about uniqueness, water content, the presence of keywords, and other technical requirements for the content, according to which search engines “evaluate” it.

Work on building a link profile of the site

When analyzing the link mass of the site, the following problems were found:

• a small number of donors;
• lack of growth in the number of donors;
• Links from low-quality resources.

When building a site’s link profile, it is important to focus on donors’ quality, thematic nature, and smooth, stable growth. Furthermore, given that the clinic’s representative offices are located only in Kyiv, it is important to observe the regional of the reference mass. In the direction of external optimization, the following works were carried out:

• analysis of competitors’ link profiles to obtain a base of donors common to these competitors in the niche;
• rejection of low-quality links;
• the use of a natural diverse anchor list with an emphasis on the brand component;
• Getting links from quality resources. Content for external resources was created taking into account the specifics and themes of the resource on which it is planned to be placed;
• Use of crowd marketing.

As a result of the work carried out, it was possible to obtain a stable increase in the link mass of the site. This is how the graph of the link mass of the site looks like porcelain-dent.com.ua.

Rice. 6. The growth of the link mass of the site porcelain-dent.com.ua.

Using different anchors and link types helped make the site’s anchor list look natural.

Rice. 7. Anchor list of porcelain-dent.com.ua.

Due to the use of regional donor sites, the number of domains in the UA zone is 41% of the total.

Rice. 8. Number of referring domains.

Results

Following the developed strategy for promoting the medical website design allowed us to increase the number of sessions.

Increase organic traffic for the entire period of SEO promotion of porcelain-dent.com.ua.

Compared to last year, we managed to get an increase in traffic by 861% (!):

Comparison of the increase in organic traffic porcelain-dent.com.ua with the previous year.

Graph of increasing the domain’s visibility in the Google search engine.

The number of keywords in the search has grown 17 times and continues to grow:

Graph of the increase in the number of key phrases.

Brief conclusions

To achieve your goals, developing the right strategy at the start of the project is important.

1. A comprehensive analysis of competitors and the niche plays a key role in developing a promotion strategy.
2. Content must be helpful. If you give users expert answers to their questions, they will return to the site with a store of trust. As a result, they will want to turn to experts for services.
3. The site needs to be updated. The content on the site should always be up-to-date and periodically supplemented.
4. The links are still working. Link building should be carried out on an ongoing basis, and the link profile should be “natural.”
5. The specialist must be immersed in the subject of the project to consider all the nuances of the niche. The involvement of the business itself in the promotion process is also very important since the speed of implementation of the technical and content parts directly affects the speed of obtaining results.