Client: an orthodontic and dental clinic in Prague. It offers fixed, invisible, removable and lingual braces, retainers, dental hygiene and teeth whitening.
We started working together in June 2024.
Customers: adults and parents of children in Prague who are considering braces.
It is a long-term decision and an expensive one. So people first read up, compare prices and look for other patients’ experiences.
Goal: to be visible on Google for braces and orthodontics queries in Prague.
Why one service page is not enough
Orthodontics is a highly competitive field. Anyone searching for “neviditelná rovnátka” (invisible braces) chooses between several clinics.
So besides the service page, the site explains:
- Price: what braces cost and how you can pay.
- Drawbacks: what a patient should consider in advance.
- Questions: the ones that stop a patient right before booking.
Queries with clear intent
We picked queries backed by direct demand (payment plans, reviews) or by questions a patient asks before booking.
We track positions in Collabim and Ahrefs. Each tool measures a little differently, so the real position lies roughly in between.
For most of the selected queries, both tools show a top 10 position. For “neviditelná rovnátka” (invisible braces) it is #3 in Collabim and #1 in Ahrefs. There is still room to grow for “fixní rovnátka” (fixed braces; 390 searches, #16 in Collabim).
What we did
We worked in small steps and picked only what had the biggest impact. We split the work into sprints so the client wouldn’t pay for anything extra. The plan looked like this:
Project limits: budget, regulation, client approach
Three constraints shaped the project:
- Low budget: everything happened step by step.
- Industry regulation: healthcare claims and medical terms are closely policed, so you can’t promise results or write freely.
- Client approach: only part of our recommendations was implemented.
The results came anyway.
Specific queries next to broad ones
Broad queries like “rovnátka” (braces) are very competitive, and rankings for them take a long time to improve.
So besides broad topics, we focused on specific services and types of braces, for example “rovnátka na předkus” (braces for an underbite), “lingvální rovnátka” (lingual braces) or “neviditelná rovnátka cena” (invisible braces price).
Commercial and informational topics
Each topic reaches a patient at a different stage of the decision:
- Commercial topics: price, payment plans, types of braces. They reach people close to a decision.
- Informational topics: underbite, retainer, teeth whitening. They catch patients before they pick a clinic.
In content sprints, we created over 20 pages and articles on the client’s site.
One topic = one page
The main pages on types of braces are pillars, with supporting articles around them.
Everything is connected with internal links, so both Google and readers understand which pages matter most.
Links from other sites
In link sprints, we gradually added PR articles.
We choose links by quality and budget.
AI search: a new opportunity
People now ask AI assistants too, and Google shows summaries in AI Overviews.
Ahrefs records 77 mentions of the site in AI answers, 34 of them in AI Overviews and 35 in AI Mode. The rest come from Perplexity, Gemini and Copilot.
Our guide to SEO for AI (GEO) explains how to prepare for this.
Proof
