As Sistrix announces on his blog, “many SEOs do a very good job but may not have gained as much visibility“. In this successful case we are dealing with one of the three projects that has achieved the highest visibility in the dental clinic sector.
The dental clinics and dentists sector is one of the most competitive which has seen a significant increase in recent years. According to the Organización Colegial de Dentistas de España, there are currently 4,840 registered dentists in Barcelona alone.
In the case of this clinic in Barcelona, the evolution during the last year has been progressively growing. Let’s see how.
The first step: Defining a good strategy and actions
The first change came with a new design that renewed the image of the clinic. We took advantage of this redesign to organize the high volume of content that the project had, which were of high quality but were poorly classified at SEO level and without a clear organization in the structure, which hindered the user’s experience and, by extension, its positioning.
We carried out a complete analysis and, based on this, a strategic plan was designed with concrete actions, of which we highlight:
- New site architecture
- Organization and restructuring of contents
- Terminology study
Evolution of the visibility index
In the following graph we can see how the visibility index of the project has increased after the launch of the new design in February 2017. According to the Sistrix tool, this project was among the 3 websites that grew most in traffic in 2017, as can be seen in its article SEO – Newcomer of the year 2017.
The evolution of organic traffic from the actions carried out
Since the launch in February 2017 and, as we can see in the Semrush graph, there has been an evolution of organic traffic as a result of the actions taken.
As data to take into account, we observe that the estimated cost in terms of keywords positioned through organic traffic involves a b> savings of $ 42,300 per month for this client, dealing with transactional keywords and with high CPC’s .
This is a project that generates a high volume of content on a daily basis, so it is important to perform an analysis of terminology avoiding cannibalization problems, among others.
Since then, the volume of keywords positioned has also increased considerably, reaching approximately 6,000 terms, among which there are 637 in Top3 and 1,878 in Top10..
We highlight below some of the keywords important to the sector such as:
[trx_columns count=”2″] [trx_column_item]
[/trx_column_item] [trx_column_item]
[/trx_column_item] [/trx_columns]
Decisive factors of the SEO strategy implemented
Of the actions carried out, we could highlight the following as the main points of all those implemented:
1 – Definition of an information architecture. We analyse the structure that the new website should have in order to apply the necessary improvements, respecting the client’s guidelines regarding outstanding treatments. The website was restructured establishing the level that each of the sections should have. The result was a better organization of the contents and a better distribution of the linkjuice, achieving an improvement in both traffic and positioning.
2 – Restructuring and quality of contents. Maintaining the structure of the previous point based on the main services, an in-depth analysis of each of the URLs that made up the initial site was carried out with the intention of grouping it by typologies. The result was an extension of the contents as well as a coherence in their distribution. With this action it was possible to provide the main pages with quality content both for the user and for Google.
3 – Internal web link. It was a project with a large number of URLs distributed on pages and entries that made it difficult to track them as well as offering a bad user experience. Based on the new architecture mentioned above, some guidelines were set to help a better distribution of the linkjuice..
Project Summary
We came from a project with a lot of content and deficiencies in terms of architecture and usability, which we set a strategy to implement to correct all the errors onpage for the new design.
During the period from February 1, 2017 to April 30, 2018, the organic traffic has been seen increased by 1.324,05% since we initiated the actions and observed an ascending evolution. Organic visits have gone from 129,309 to 1,841,421 with an average of 400 daily visits only from Barcelona.
What factors have influenced this change?
If we make an assessment of the most relevant factors that have contributed to an improvement of the project, we would highlight the following:
-
- Correct web architecture based on a logical structure based on content.
- Correct linkbuilding strategy. This project already had a trajectory and has continued the strategy in the brand in addition to certain keywords taking into account customer preferences.
- Enlargement of contents. The contents of the main pages were restructured optimizing them as well as reoptimizing evidently, their titles and descriptions to improve the CTR.
We continue to carry out periodic reviews regarding On Page SEO as well as a defined linkbuilding strategy that allows the evolution of the project and the achievement of new objectives.
