SEO promotion of a medical equipment website

Results after 15 months of systematic work with a limited budget:

Search traffic increased by 11 times.
83% of keywords from commercial pages reached the top 10 in Google, with 55% reaching the top 3.
Identified new areas of growth for the project.

What happened at the beginning?

Work commenced in October 2018

Client: MEDICALASER, is a national manufacturer of cosmetology and laser equipment.

Project: SEO marketing for laser equipment website

Objectives:

Achieving top rankings on Google in Ukraine for 9 priority categories.
Increasing targeted traffic.

Main challenges in the niche:

Limited traffic due to the niche being narrow.
Expensive products with a long purchasing cycle.
Google’s top spots were dominated by well-known online stores offering a range of equipment for cosmetology, beauty/hair, and tanning salons.
Competitors’ landing pages featured numerous products from different brands, whereas our site focused on only one brand with a limited number of products in some categories.

Technical SEO Optimization

After conducting a technical audit, we identified and resolved a comprehensive list of issues:

Implemented a migration to HTTPS.
Set up redirects from duplicate pages.
Ensured correct URLs for all pages.
Excluded pages with GET parameters (sorting, pagination, filtering, search, service pages) from being indexed by Google.
Incorporated commercial factors into the website.
Established headings for all page types (removed cross-headings in H2 and H3, replaced product names from H2 to H1 in categories).
Implemented microdata for breadcrumbs and products.
Enhanced the overall pagespeed of the entire site.
Introduced interlinking.
Fixed broken images and links, among other things.

Additionally, we focused on optimizing Google My Business:

Optimized descriptions and added relevant photos.
Developed a workflow for promotional activities.

Keyword Research and Content Optimization

Over the course of several months, we diligently developed the semantic core for all equipment types, covering various procedures and technologies.

We successfully implemented the following:

Introduced a new structure to enhance the organization and usability of the content.
Optimized meta tags, utilizing both manual customization and template-based approaches.
Wrote, rewrote, expanded, and optimized texts to ensure their quality and relevance.
Enhanced the visual presentation of product descriptions by incorporating symbols, bold formatting, and indentation for improved readability and emphasis.

Blog Optimization

After 7 months of initiating the promotion, we commenced work on the blog. During this phase, we conducted a thorough analysis of the existing articles, leading to the following actions:

Gathered the semantic core for the existing articles, ensuring alignment with relevant keywords and topics.
Rewrote and expanded articles that showed potential for generating traffic.
Implemented meta tags to optimize the visibility and search engine ranking of the articles.
Removed short and irrelevant articles that provided little value to the readers.

Subsequently, on a monthly basis, we produced new articles for the blog, complementing our efforts by incorporating strategic link building techniques to enhance their visibility and reach.

Link Building

Prior to our engagement, the client had transitioned to a new CRM within a 6-month period without setting up proper 301 redirects for most of their pages. Consequently, broken links emerged. To address this issue, we configured 301 redirects from those pages to relevant destinations on the new site.

Upon analyzing the existing inbound links in comparison to competitors, we identified several shortcomings:

The site had previously been promoted through low-quality links acquired from the sape exchange, which gradually diminished after the client switched to another service provider.
There was a notably high percentage of anchor links compared to competitors.
Links were primarily built on only 9 pages of the site.
There were few links directing to the main page of the site.
A limited number of links originated from Ukrainian websites.

To rectify these deficiencies, we devised a comprehensive plan for link building, accounting for the aforementioned shortcomings:

We utilized the Disavow tool to discard undesirable or harmful links.
We increased the percentage of links directed towards the main page to improve its visibility and authority.
We diversified the link profile by increasing the proportion of non-anchor links on pages that previously had an excessive concentration of anchor links.
We expanded the number of pages that received inbound links, enhancing the overall link mass and promoting greater visibility and authority across the site.

Regarding the links we built, we focused on two main types:

Crowd links: These included links from forums and comments sections, aiming to generate organic discussions and engagement within relevant online communities.
Article links from reputable Ukrainian websites: We leveraged services and outreach strategies to secure article placements on trusted websites, particularly those with media credibility. We targeted approximately 10 different domains per month.

Throughout our link-building efforts, we prioritized the quality of the links rather than solely focusing on quantity.

Results

After working on the project for 15 months, we witnessed a remarkable improvement in search traffic, which increased by 11 times, soaring from 1.65 thousand users per month to 20 thousand.

Here are the notable achievements in terms of keyword rankings:

Commercial pages: 83% of keywords secured positions within the top 10, with 55% reaching the top 3.
Blog pages: 82% of keywords achieved top 10 rankings, and 47% reached the top 3.

It’s crucial to highlight that these impressive results were not solely attributed to our efforts but were also a result of effective collaboration and cooperation with the client. The following factors contributed to the overall success:

The client utilized various channels, including Google and Facebook advertising, along with offline marketing activities, leading to increased brand traffic.
The client maintained helpful and informative product descriptions, enhancing user experience.
Technical fixes were promptly implemented, ensuring a smooth and optimized website.
The client actively worked towards improving their site, contributing to the overall positive outcomes.

What is our vision for the future development of the project?

Implementing the Ukrainian version of the website
Sustaining the production of blog articles
Enhancing website usability, with a particular focus on mobile optimization

SEO Marketing for a Medical Equipment Website