Service

SEO-promotion

Project

Dental Implant Clinic

Objective

– Eliminate website optimization issues
– Increase the number of inquiries and phone calls from the site
– Attract new patients to the clinic to ensure the appointment schedule is filled one month in advance, with a focus on prosthetics and implants
– Maintain CPA within the set limits

Period

September, 2020 - present day

Region

USA, NY

Challenges of the project

Organic Traffic:

— Service pages were too simplistic — short texts, sometimes just with a photo.

— Few service pages overall — the website only had the core dental services listed. More specific areas (like narrow procedures or sub-services) were almost completely missing.

Examples of low-value pages of the dental clinic:

Project analytics prior to collaboration

Challenges:

Competition. The dental niche is highly competitive, especially in such a competitive region as New York. It was crucial to stand out among a large number of private dental clinics and offices.

Low-quality traffic. Analytics revealed a noticeable increase in low-quality traffic from search results, which reduced the efficiency of lead generation.

A dynamic growth of search traffic from the target region began without any clear reasons for it. At the same time, the conversion rate slightly decreased.

There were many sessions with very short user visits to the site — from 0 to 9 seconds.

August 2020: The bounce rate peaked at 25.4% — specifically from search traffic. For comparison, the typical benchmark for this clinic was 5–10% bounce rate:

This may indicate signs of “artificial manipulation” of negative behavioral factors. The indicators included:

  • A sudden spike in the bounce rate in search results.
  • Abnormal metrics recorded in Analytics.
  • An unnatural increase in sessions lasting 0–10 seconds.
  • A sharp rise in direct visits to the site.
  • Numerous sessions with an empty User-Agent.
  • Spam backlinks: the anchor list contained anchors unrelated to the business or niche, with a clearly spammy character (to put it mildly).

Such actions have a negative impact on organic traffic. As a result, traffic from search will either decline or simply fail to grow.

Team actions

Stages of SEO Promotion for the Dental Implant Center:

SEO Stage 1

We developed a semantic core with a detailed analysis of current relevance. Based on the semantic core, optimization was carried out for the clinic’s key service areas: meta tags (Title and Description) were configured, and unique textual and visual content was added.

Pages without content were removed, and under-optimized pages were supplemented with relevant, expert-level content.

An internal linking block was implemented on each service page:

SEO Stage 2

We developed recommendations for creating an extended site architecture so that the website would fully meet the needs of both patients and search engines.

Both patients and search engines value well-structured, informative websites with clean design and a comprehensive set of services. To achieve this, we expanded the semantic core with a focus on mid-frequency queries:

Example of a recommendation file for expanding the structure of dental services:

SEO Stage 3

Technical tasks aimed at improving website performance metrics.

Site speed — and for the 1001st time, we can’t stress enough how important this factor is, both for users and for search engines. What does site loading speed influence? The answer is simple:

  • Indexing
  • Rankings
  • Conversions
  • And let’s be honest: “patience is a virtue” does not apply to modern internet users.

During our analysis, we encountered an unsatisfactory score in Google PageSpeed Insights:

In optimizing site speed, we followed the principle of sufficiency. Due to the specifics of certain widgets, it was not possible to fully abandon them. We compressed everything that could reasonably be compressed but did not obsess over completely “overhauling” the site’s structure and functionality — that process would be both time-consuming and costly.

Based on the results, our project is not lagging behind competitors, operates properly, and generates revenue. Ultimately, we decided it was more effective to invest in conversion improvements and client acquisition (SEO) rather than in endless technical fine-tuning.

Results of Google PageSpeed optimization for the dental clinic’s website:

Additional work performed:

– Worked on structured data:

– Fixed 404 pages.

SEO Stage 4

Online and on-site reputation management.

Reviews: In the digital era, reviews are the modern form of word-of-mouth recommendations. When patients share their positive experiences in video or text, others notice and are more likely to book an appointment. Considering that 91% of people aged 18–34 trust online reviews as much as personal recommendations, reviews have become a powerful tool that must be part of any marketing campaign.

Our approach to working with reviews included several steps:

– Monitoring reviews.

– Managing online feedback.

– Activating loyal clients.

Dental Online Directories (Aggregators): Dental directories can help strengthen your local authority. This, in turn, can help your website appear when people search for “dentist near me” or “dental clinic reviews.”

We included the use of niche, high-quality directories in our promotion strategy for the dental implant clinic.

Before-and-After Photos: We developed a dedicated Before and After section. Such photos are always popular in dental practice. It’s essential to create before-and-after images of various procedures so that people can clearly see your outstanding work.

Work with Spam Links: We carried out standard procedures for addressing spammy backlinks by contacting Search Engine Support. As expected, we received a standard reply:

After creating a .txt file, we used the Disavow Tool to remove spam links in Google.

SEO Stage 5

Content strategy for the dental clinic website.

Dental services are in very high demand. Just last month, Wordstat recorded more than 1.5 million thematic queries. When promoting a medical website, we focus primarily on user interests. Based on this data, the following work was carried out:

  • Updated and improved existing texts — removed keyword stuffing, ensured uniqueness, and made the content more valuable.
  • Created new service pages filled with useful content according to the collected semantic core.
  • Revised the content plan — previously, articles were pulling relevance away from service pages because they were optimized for commercial keywords.

Example of a developed “Articles” block:

For creating the text for each service, we followed a strict sequence of steps:

1. Collected a list of queries for each service, down to the lowest-frequency ones, to include all related phrases.

2. Analyzed Google’s top results for the chosen query group to understand what type of content the search engine favors.

3. Calculated the volume and number of keyword insertions needed in the text.

4. Created a detailed text outline: what sections to include and what topics to cover.

5. Prepared a technical assignment (brief) for the copywriter.

6. Reviewed the text both by our team and by the Client.

7. Published the text on the website, enriching it with photos and videos, and highlighting key information blocks. This was not just about writing a large text about a service — it was about crafting a detailed, accurate, and user-friendly description that considered all important nuances.

SEO Stage 6

Developing a unique selling proposition (USP) for the dental clinic.

Finding a true “highlight” that sets your dental clinic apart from hundreds of others is one of the core tasks of an internet marketer. For this project, the USP was defined as: “Treatment under general anesthesia!” We worked through the content, optimized for the right keywords, and created a new dedicated page under the Services category.

SEO Stage 7

Long-term promotion strategy for a dental clinic.

We don’t stop here: in addition to adding new content, we regularly monitor the site for errors in search engine webmaster tools, visually, and through other reliable analytics services. We continuously expand the semantic core. Competitor and SERP analysis is carried out to track changes or new features and apply them to our site.

At this stage, work on improving and enriching the site is ongoing. The backlink profile is being strengthened mainly through article link placements. All created content is reviewed and edited by a specialist competent in dentistry. We also collaborate with the client to improve the trust metrics of both the website and the clinic overall. Internal linking with new pages is implemented, along with constant snippet adjustments.

When a dental clinic project came to us for SEO promotion, the website had several technical issues that hindered positive traffic growth from organic search. The main problem was a small semantic core and a minimal number of pages on the site. In addition, promotion was negatively affected by possible artificial manipulation of behavioral factors and a large number of spammy backlinks.

After resolving these issues, we actively developed the section of additional services to expand the semantic core, and also included informational queries in the content strategy. As a result, we managed to significantly increase organic traffic and improve the website’s overall visibility in search engines.

Conclusions from the SEO specialist

We achieved the following results with the semantic core:

Semantic core before the start of work (initial position snapshot):

Results

After implementing the initial fixes, a visible traffic increase was observed within a month:

As a result of the work on the semantic core, the website is now ranked in the TOP-3 for queries such as: dental implants, zygomatic implantation, dental implant placement, and others.

From January 8, 2021 to April 7, 2021 (the time of writing this case), 47439 visitors came to the dental clinic through search engines.

Update from August, 2021

August 2021 marked a new phase in the promotion of the dental clinic. When checking positions for key queries, a sharp decline was identified:

Some queries didn’t just lose 4-5 positions, they dropped out of the search altogether:

At the same time, no major work that could have negatively affected the website’s ranking was carried out. All work performed was in line with the developed promotion strategy. For the current promotion strategy of the dental clinic, we at RegisTeam chose:

— Development of informational content: publication of authoritative and useful content on the blog. The articles were aimed at informing users about key queries that were not included in the semantic core.

— Development of approved semantics aimed at expanding the number of services on the website.

— Technical analysis to identify possible errors on the website (once every few months).

— Maintaining positive dynamics of the link profile.

— Developing links from high-quality donor websites.

— Developing a positive image of the dental clinic on the Internet (reviews on Maps, reviews on specialized platforms).

— Working with new negative links.

— Refining current pages (supplementing existing content with commercial factors, refining text content for key services).

What is the reason for the sharp decline in the website's search engine rankings?

As the negative trend continued, the RegisTeam team began an in-depth SEO audit of the current situation to determine the reasons why the dental clinic was losing its position on key queries.

Results of promoting the dental clinic after identifying negative dynamics

After a detailed audit of the situation and identifying the possible reasons for such a decline, we managed to help the site return to normal and restore its positions:

It was precisely because of the results achieved in promoting the dental clinic, and even more so in such a niche, that competitors tried to push the site out of the top rankings using black hat SEO methods. In addition to purchasing a bunch of links from various low-trust sites (sites with a low level of trust from search engines) for adult anchors, they also decided to use content parsing. This is a more sophisticated method from the arsenal of negative SEO. However, there is no need to panic. With good promotion methods and regular updates to the site’s content, you can maintain positive dynamics, traffic, and site growth for key queries. What to do if competitors use black hat SEO against you? Seek help from professionals in the field of search engine optimization. They will help identify the reasons for the change in positions and develop only white hat methods for promoting your resource.

Thanks to the competent actions of the SEO optimizer, the query that had dropped not only recovered but also grew. Before the drop, the implantation center occupied the 5th position, and now it occupies the 3rd position in organic search results.

Search engine traffic results (the first part of the dental clinic case study was published on April 21, 2021; below is a graph showing traffic dynamics for the period from May 1, 2021, to August 5, 2021):

Are you struggling to find new patients for your dental clinic? Are your competitors crushing you online?

Consider adding SEO specialists to your team!

At RegisTeam, we stand out from thousands of competitors thanks to our experience.