Client: a plastic and aesthetic surgery clinic (the website focuses on breast surgery).
Breast surgery is one of the clinic’s most popular services. To give this procedure more online advertising, the client built a dedicated website for it.
At first, though, the website fell short of expectations. Low numbers of visitors and bookings eventually led the client to look for professional SEO services, and they chose us.
- 🔍More visitors from Google in the target audience
- 📩More breast surgery bookings through the website
- 🏆Better visibility for key queries
From 249 to 4,410 monthly users from search
In 16 months, the website reached the first page of Google for more than a hundred tracked queries.
Source: Google Analytics (organic search, November 2020 → March 2022), Collabim (Google CZ, April 2022), Ahrefs (April 2022). Top 10 = the first page of Google results.
Selected high-volume queries: where the site ranked in April 2021 and where it ranked a year later.
Only a selection, not all keywords. “60+” = outside the first 60 results. Google positions: 1 = first result, 1–10 = first page. Source: Collabim (Google CZ).
Our plan
The website’s main job was to bring in bookings, so we put a lot of care into the commercial landing pages, the pages that lead a visitor to book.
But those pages are only the tip of the iceberg. You also need to reach people who are still thinking about breast surgery, comparing options, or looking for details. That’s why we gave informational content almost as much care as the commercial pages.
To make the new content more visible, we also prepared a backlink strategy to build the site’s authority.
Three sprints
For every step of a campaign, we have a defined method called a sprint. Sprints usually follow one another closely, and each covers one part of the campaign.
- Strategic sprint: a plan that sets the scope and order of the next tasks.
- Content sprint: commercial and informational copy for the website.
- Link sprint: building backlinks.
How we did it
The work was done in three sprints: strategy, content, and links.
Strategic sprint
Our SEO usually starts with a strategic sprint, which opens with an initial analysis.
- Initial analysis: we examined the website’s technical condition, the keywords on its pages, and whether the content on them was well chosen. Comparing it with more successful competitor pages revealed several missed opportunities.
- Technical fixes: the website had several minor technical errors that could be fixed quickly, which improved the chances of ranking higher in search engines.
- User experience: we adjusted the pages so that their look, structure, and flow of information offer the best possible user experience. We made them load faster and look more appealing so that visitors don’t leave as soon as they open a page.
Next steps
The initial analysis gave us the data to propose a plan for the further SEO work: what to do and in what order.
With a plan like this, the client could do the work on their own and save on SEO fees. But they chose to hand the implementation to us, so we followed up with a content sprint.
Creating content
The content sprint ran in four steps.
- Content review: we examined the content in detail. In a content analysis, we judge how well the text does its job: is it clear, readable, persuasive, properly formatted, and does it include the necessary keywords?
- Keyword gaps: we ran a keyword analysis of the client’s website compared with competitors’ sites. We found a number of words and phrases that were missing from the website but had considerable potential.
- Schedule: we proposed a content calendar with tasks ordered by importance. For each task, we specified the content type, page, format, and keywords. Some pages needed only edits to existing copy, while others needed completely new content.
- Writing: following the plan, we prepared commercial copy for service pages and informational blog posts answering frequently asked questions. The goal was to reach potential clients across the whole marketing funnel.
We repeated the content sprint several times to cover all the queries worth targeting.
Building backlinks
Content needs to be made visible, so our effort wraps up with the link sprint.
- Prospecting: we select suitable high-authority websites where a link to the client’s site can be placed.
- Articles: the links usually go into topical articles, and writing them is included in the price of the link sprint.
- Placement: we negotiate their placement with the owners of the relevant websites.
We repeated the link sprint several times to build a balanced link profile.
The chart shows the number of referring domains over the course of the work.
Link building: number of referring domains (Ahrefs data)
And the results?
The website’s traffic began to grow steadily. We worked together as part of our SEO consulting.
Gradual growth in organic traffic (Ahrefs estimate)
Rankings achieved for the keywords (Collabim data)
Featured snippet for the query “plastika prsu cena” (breast surgery price) in Google
Share of positions in Google for the tracked keywords
Share of positions in Seznam, the Czech search engine, for the tracked keywords
Organic traffic over time (Google Analytics data)
Google keyword rankings, year-over-year comparison
Keyword rankings (Ahrefs data)
