Client Overview
Industry: Private Healthcare (Cardiology)
Location: Belgrade, Serbia
Size: Mid-sized specialty medical center
Timeline: July 2023 – December 2024
Our client, a well-established cardiology center in Serbia, offers comprehensive diagnostic and treatment services for cardiac health. Despite significant investments in their website and digital assets, they struggled to achieve meaningful returns in online visibility, traffic, and patient engagement. This case study outlines how our targeted SEO strategy transformed their digital presence.
Initial Challenges
When our partnership began in July 2023, the client faced several critical issues limiting their digital growth:
- Technical Debt: Numerous auto-generated tag pages created site architecture inefficiencies and crawl budget waste
- Outdated SEO Practices: Hidden text elements and other legacy tactics were negatively impacting trust signals
- Content Gaps: High-value service pages were poorly optimized for relevant medical search terms
- Structure Issues: Lack of strategic internal linking prevented proper content relationship signals
- Credibility Deficits: Limited author attribution and medical citation practices undermined trustworthiness in a field where expertise is paramount
Strategic Objectives
We established clear performance targets focused on both short-term improvements and sustainable growth:
- Enhance keyword rankings for core cardiology services and specialty areas
- Optimize user experience and conversion paths on high-value pages
- Strengthen content quality and trust signals in accordance with Google’s EEAT framework
- Resolve technical infrastructure issues affecting crawlability and indexation
- Build domain authority through targeted relationship development with relevant health platforms
Comprehensive Solution
Technical Foundation
- Eliminated over 80 low-value tag pages to improve crawl efficiency
- Removed hidden text elements violating current best practices
- Implemented proper schema markup for medical professionals and services
- Restructured URL hierarchy to better reflect service categories
Content Excellence Strategy
- Conducted comprehensive keyword research identifying high-intent cardiac care search terms
- Developed content clusters around core services to establish topical authority
- Optimized existing pages with semantic enhancements and improved readability metrics
- Created specialized content targeting specific diagnostic procedures and treatment options
Trust Enhancement
- Established physician author profiles with credentials, specializations, and professional histories
- Implemented systematic citation practices linking to peer-reviewed medical literature
- Added structured medical disclaimers meeting regulatory requirements
User Experience Optimization
- Redesigned main navigation and footer architecture based on user journey analysis
- Improved service page layouts with clearer information hierarchy
- Enhanced mobile responsiveness across critical conversion paths
- Implemented strategic internal linking between related cardiac topics
Authority Building
- Developed relationships with relevant medical and health information platforms
- Created targeted guest content establishing physicians as thought leaders
- Secured quality backlinks from healthcare directories and professional associations
Measurable Results
Our 17-month engagement delivered significant, quantifiable improvements across all key performance indicators:
- 78% Growth in Daily Organic Traffic: Increased from 2,800 to 5,000 daily visits
- 105% Increase in Service Page Visibility: Organic traffic to core service pages doubled from 6,200 to 12,700 visits
- 16% Expansion in Keyword Coverage: Total keywords ranked increased from 3,100 to 3,600
- 12% Increase in Top 3 Rankings: Keywords in top three positions grew from 820 to 915
- 20% Improvement in Crawl Efficiency: Enhanced site architecture led to more efficient search engine processing
Key Insights
This engagement demonstrates that in specialized medical fields, SEO success requires a balanced approach combining technical excellence, content authority, and trust signals. Several critical insights emerged:
- EEAT Implementation Is Non-Negotiable: For healthcare providers, establishing expertise signals is not just a ranking factor but a credibility requirement
- Technical Foundations Matter: Resolving underlying structural issues produced immediate visibility improvements
- Content Quality Trumps Quantity: Fewer, more comprehensive resources outperformed high-volume, lower-quality approaches
- User Experience Drives Conversion: Improved navigation and information architecture directly impacted patient inquiry rates
- Authority Building Is Cumulative: The most significant traffic increases occurred after 9+ months of consistent trust-building efforts
The Results
Our SEO strategy delivered strong results for the cardiology center in just 17 months:
- Daily organic traffic grew by 78% (from 2,800 to 5,000 visits)
- Organic traffic to core service pages doubled (+105% growth)
- Keyword visibility expanded by 16% (from 3,100 to 3,600 ranked keywords)
- Top 3 keyword rankings increased by 12% (from 820 to 915 keywords)
- Crawl efficiency improved by 20%, boosting overall site health
- Patient inquiries and engagement significantly increased after UX and EEAT improvements
Transform Your Medical Practice’s Digital Presence
Is your healthcare facility struggling to connect with patients online? Our specialized approach for medical providers combines technical SEO excellence with healthcare-specific trust building strategies.
Schedule a consultation today to discover how we can help your practice achieve similar growth.