How to triple traffic with text optimization?

Where did you start?

First of all, we conducted a large-scale audit of the site, which includes several large blocks: the technical part, the textual component, the analysis of commercial ranking factors, usability audit, and checking the site’s link profile.

A number of technical problems were found on the site. The most important of these was the disastrously slow website loading speed, especially on mobile devices. For example, for the main page, it was only 7 points out of 100 possible, which was a critical problem, because more than half of the users visited the site from mobile devices. The performance of competitors was at the level of 25-30 points out of 100, and we needed to achieve at least the same results. In addition, we identified a lot of duplicate pages, “broken” links, incorrect redirects that interfered with the indexing of the site in search engines.

There were also problems with the textual component. It plays a huge role in the medical field, given that Google categorizes medical sites in the YMYL category and pays special attention to the accuracy, expertise and authority of the content on the pages.

YMYL pages (stands for Your Money Your Life) are pages with content that can affect a person’s well-being: material, physical, spiritual. In search results, such content should appear only after checking the completeness of the given knowledge and the authority of the source. Google wants to make sure it publishes credible content from industry experts.

If the site falls under the YMYL category, then in addition to the page itself, the search engine also evaluates the author of the content. The author must be an expert in this niche. Therefore, you should add a line about the author to all articles. Google seeks to authenticate and assess the authority of the person who provides information to users.

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In other words, it is necessary to improve all the factors that are important for YMYL sites, first of all EAT: Expertise, Authoritativeness and Trustworthiness of the content. First of all, this applies to numerous information pages, which are located not only in the “Articles” section, but also in the “News” and even “Services” sections.

Google’s criteria for assessing expertise, authority and reliability are as follows:

  • Submissions on important topics should be produced by accredited experts and should be regularly reviewed and updated.

  • News should be professionally created in accordance with the rules and canons of journalism, must contain facts, and also help users to understand the events.

  • Scientific materials should be prepared by experts and based on well-established and generally accepted scientific facts.

When analyzing the site, low quality texts were found; on many pages, text blocks were practically absent. In addition, during the audit, it turned out that it was necessary to expand the structure of the site and create new pages to promote requests. For new pages, it was also necessary to prepare high-quality texts.

There were also problems with the commercial component of the site. Many of the important service pages lacked pricing information, which is an important ranking factor. After all, potential customers who come to the service page expect to see information about the cost there in order to make a decision and make an appointment.

Among the recommendations on the ergonomics of the site, the main remarks related to the problems of layout on mobile devices, errors in some feedback forms, and the display of prices on mobile devices.

What have you done?

First and foremost, all efforts were directed to fix the most critical problems. We managed to improve the site load speed indicators three times from the initial, increasing them to an acceptable level – the maximum possible on the current site. Gradually, the rest of the problems that affected the correct indexing of the site from a technical point of view were solved.

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We also assigned a big role to the content component. We changed the format and volume of texts on the site, optimized the headings. Separately, we have worked through the section of articles, which was previously conducted quite chaotically. Instead of small texts up to 3,000 characters, they began to post expert articles of 16,000 – 20,000 characters, supplementing them with illustrations and thematic videos. At the same time, current specialists and doctors of the clinic began to participate in writing articles and texts for the site, because only they will be able to convey correct and reliable information to clients. Here is just a small example of the dynamics of positions for queries, the results of which we achieved due to text correction:

In the image above, we can see the average position in Google for the specified month.

Similar position dynamics for Yandex is presented below:

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As we can see, we managed to pull up both the requests that were near the TOP, and the requests that were far enough from the coveted first page of search results.

There is still a lot of work in this direction, but the stake was made on quality, not quantity, which certainly gave results.

In addition, the client provided the missing price lists that we posted on the site. We have made changes to the display of the mobile version, corrected the shortcomings of the feedback forms.

What did you get?

For six months of work on the project, we managed to increase search traffic by 3 times. Most of the traffic grew in Google.

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Compared to the same period last year, search traffic has grown almost 5 times.

At the same time, we managed to keep the conversion rate at the same level, and in some areas, to improve it.

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From month to month, we achieve a steady increase in website visibility and search traffic, both in comparison with the previous period and the previous year. All of this suggests that we are moving in the right direction.

What’s next?

We plan to develop a new version of the site, because in a number of cases we are faced with technical restrictions when trying to implement certain tasks.

In addition, we continue to actively work with texts on the site.

The current situation with the pandemic has made its own adjustments in our case, but we are adapting and now we are paying attention to the online directions of the medical center, we are working on topical directions. Online consultations are conducted by an allergist, gastroenterologist, gynecologist, dermatologist, nutritionist, cardiologist, cosmetologist, mammologist, neurologist, oncologist, otolaryngologist, ophthalmologist, pediatrician, plastic surgeon, pulmonologist, reproductologist, dentist, therapist, trichologist, urologist, phlebologist, surgeon, endocrinologist.

At the same time, we continue to comprehensively work on the entire site. In no case should they be stopped, otherwise, after the situation normalizes and the quarantine is completed, it will be much more difficult to maintain the achieved results and restore the previous level of patients. In those areas where doctors are now unable to provide services in the clinic, we involve them in the preparation of expert articles. This is an excellent solution in the current situation and work for the future.

The case was prepared by Olga Yudina.

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