Client: a plastic surgery and aesthetic treatment clinic (website focused on laser hair removal).
The client offers a wide range of services, including laser hair removal. To promote this particular service, the client built a website designed to showcase the strengths of its laser hair removal and turn visitors into bookings.
The site had low organic traffic (just 154 users from search per month at first) and little visibility in search engines, so the client decided to improve its online advertising with the help of our SEO services.
- 🔍Make the website visible in search engines
- 📈Grow organic traffic
- 📩Motivate visitors to book
From 154 to 1,842 users from search per month
In 16 months, the website reached the first page of Google for 86 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 where it ranked 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
The foundation of effective SEO is a thorough analysis of the website, covering both technical optimization and content quality. Based on it, we draw up a plan for the work ahead and decide what to focus on first in content creation and in link building.
With this website, it was fairly clear from the start what it needed most:
- Landing pages: high-converting pages for each type of laser hair removal on offer.
- Link profile: building a robust link profile that strengthens the authority of the pages created this way.
For strategic planning, content creation, and link building, we have dedicated “sprints”: sets of specific tasks defined around the needs of a particular website.
We presented the client with a proposal: first develop an initial strategy, then follow it up with further sprints to cover the whole SEO process. The client approved our proposal as well as the SEO price for the entire project, and we could get to work.
How we did it
Strategic sprint
We started the work with a strategic sprint following our methodology.
- Initial analysis: we assessed the technical state and architecture of the website, the keywords it used, its content, and page performance. We also looked at how competing websites fare in these areas. This gave us a clearer picture of the main weaknesses of the client’s website.
- Fixing technical issues: the analysis also uncovered technical obstacles that kept the website from performing better. We removed them.
- Preparing the next plan: based on the analytical data, we drew up a plan for further optimization of the website, aimed at more traffic and more orders.
Content sprint
- Content analysis: we checked whether the page content meets all the requirements for readability, persuasiveness, a suitable format, internal links, and so on. We also analyzed how keywords appear on the pages.
- Keyword analysis: we compared the keywords on the client’s website with those on competitors’ websites. We found which keywords were still missing from the client’s pages and could bring in more visitors from the target audience.
- Content strategy: we drew up a content plan based on the keyword analysis. It serves as a guide to when, what content, and in what form to create.
- Content creation: we wrapped up the content sprint by writing suitable texts that reach potential customers at different stages of the content “funnel”. We put a strong emphasis on optimizing the landing pages for the different types of laser hair removal.
We repeated the content sprint to cover as many of these landing pages as possible. We then moved on to informational queries by creating blog pages.
Link sprint
- Links from authority websites: to promote the new content effectively, we secured a number of backlinks for the client from authority websites. We wrote readable, informative articles with the relevant link and arranged their placement with the site owners, so the website’s authority would grow.
- Repeating the sprint: we repeated the link sprint to support the important pages.
The Ahrefs chart shows how referring domains gradually accumulated during the work.
Results
The success showed up early and only kept growing over time.
Google rankings
Final keyword positions. Source: Collabim.
Gradual growth in Google rankings and their distribution for the tracked keywords. Source: Collabim.
Keyword positions on Google, year over year. Source: Collabim.
Keyword positions. Source: Ahrefs.
Rankings on Seznam, the Czech search engine
Growth in rankings and their distribution on Seznam for the tracked keywords. Source: Collabim.
Featured snippets
Example of a featured snippet in Google results. Source: Google.
Another example of a featured snippet. Source: Google.
Organic traffic
Organic traffic over time. Source: Google Analytics.
Organic traffic over time. Source: Ahrefs.
