Client: a private plastic and aesthetic surgery clinic (website focused on hair transplants).
The client runs a private clinic offering a wide range of aesthetic procedures. To give the hair transplant procedure more online advertising exposure, the clinic built a dedicated website for it. At first, though, the site brought in few visits and even fewer bookings.
So the client hired us as SEO consultants to turn the situation around.
- 🔍More visitors to the hair transplant website
- 📩More bookings from the site
- 🏆Better visibility in search engines
From 178 to 1,923 users from search per month
In 16 months, the website reached Google’s first page for 72 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 website ranked in April 2021 and a year later.
Just 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 for the client’s website
From the start, it was clear that the first priority was to optimize and build out the landing pages for commercial queries.
But hair transplants are a topic with plenty of informational searches, so it would have been a mistake not to reach the wider audience that wants to learn more about it.
So our content work focused on two things:
- Service pages: commercial content for people who are ready to book.
- Blog posts: more detailed information on hair transplants, hair loss, and hair health.
New content usually needs quality backlinks to get noticed, and few SEO campaigns can do without link building.
Three sprints
What kind of content and which links does the website need, and in what order? We could only answer that after drawing up the strategic plan the campaign rests on. For each phase, our agency has its own set of processes, which we call sprints.
- Strategic sprint: usually kicks off the project and sets the direction for the next two.
- Content sprint: writing commercial and informational texts.
- Link sprint: building backlinks.
How the optimization went
We started with a so-called strategic sprint, which laid the groundwork for the sprints that followed.
- Initial analysis: we checked whether anything on the website was stopping search engines from crawling its pages. We analyzed how keywords were used and whether the page content was suitable. Analyzing competitors’ websites showed where the client’s site still had room to improve.
- Fixing technical errors: the initial analysis uncovered a number of technical issues. Fixing them was part of the strategic sprint, so they don’t slow down our further work.
- Proposing next steps: the analysis gave us the data to draft a work plan for content and backlinks. The client approved the plan and left its execution to us.
Content creation
We did a basic content analysis as early as the strategic sprint. We looked at content in detail during the content sprint.
- Content analysis: we assessed how useful, informative, and persuasive the content was, whether it had the right format, and which keywords it contained.
- Keyword comparison: we compared the keywords on the client’s pages with those of competitors. That revealed many words with interesting content potential that the website was still missing.
- Content plan: the earlier keyword analyses led to a plan with detailed briefs. It defines the content type, keywords, and order of creation.
- Writing: following the plan, we prepared both commercial texts for the service pages and informational ones, to cover queries across the whole marketing funnel.
We repeated the content sprint several times.
Link building
- Choosing websites: we identified a number of authoritative websites where links to the client’s pages could be placed.
- Articles: we created a series of topical articles with a relevant link.
- Placement: we negotiated their publication on authoritative websites.
We spread the backlink building across several sprints.
What did it all lead to?
Below are overviews of rankings and traffic for the tracked period.
Rankings and traffic
Organic traffic trend. Source: Ahrefs.
Resulting keyword rankings on Google and Seznam, the Czech search engine. Source: Collabim.
Example of a featured snippet in Google results for the query “řídké vlasy pánské účesy kouty” (thin hair men’s hairstyles receding hairline). Source: Google.
Distribution of Google rankings for the tracked keywords. Source: Collabim.
Distribution of Seznam rankings for the tracked keywords. Source: Collabim.
Organic traffic trend. Source: Google Analytics.
Year-over-year comparison of Google keyword rankings. Source: Collabim.
Another featured snippet example, for the query “kouty vlasy střih” (receding hairline haircut). Source: Google.
Keyword rankings. Source: Ahrefs.
