Therefore, our team analyzed how user-friendly the competitors' sites were and compared them with our project. As a result, we proposed a number of changes that helped improve the user experience:
Side effect
The site's appearance in the Top and new clients
CIS
pl
CIS
pl
To attract new customers and increase website visibility.
Medical personal service (MPS) deals with the employment of doctors in Poland. It accompanies its clients at all stages: from visa application to the first working day in the hospital. Not only employment is important for them, the company also takes care of comfortable relocation of all family members: it selects apartments, schools and kindergartens.
8% of queries in Yandex top 10
Became:
0% of searches in Google top 10
Became:
39 new users/month
Became:
Initially, the site had two language versions: Russian and Polish. And each with a different purpose: the Russian-language one for CIS doctors who want to move, and the Polish one for hospitals looking for new specialists.
Before the start of work, both language versions were on the Polish domain "pl". This made it difficult to promote the project in the CIS: search engines prioritize local sites when ranking them. It was decided to move the Russian-language part to the "com" domain. This is an optimal solution: it is universal and helps to cover a wide audience, which means that it is suitable for promotion in the CIS.
After just 3 months, 34% of queries reached the Top 10, and 18% reached the Top 5! And that's taking into account that the site was new. The fact is that often domains without stories fall under a temporary filter, which limits the visibility of the site and checks how useful and trustworthy the resource is to search engines. It is also called a sandbox.
This is not the first time our team has encountered this type of project feature and has proven strategies for dealing with it.
In this case study, we'll share some useful insights.
We started optimizing the site with the formation of a semantic kernel. We collected both commercial and informational keywords. The former to attract clients, and the latter for an audience looking for information about the employment of doctors in Poland and potentially interested in the company's services.
The core was small: only 65 keys. While collecting semantics, we noticed that because of the narrow niche, the queries are low-frequency and medium-frequency, i.e. people are looking for such services quite rarely. We'll tell you how we solved this problem a little further on.
After that, we moved on to usability analysis. The basic rule of the club of seoshniks is that a site should be intuitive. When a person visits a page, it is important for him to quickly find the necessary information or company contacts for further communication. If the site is inconvenient to use, it will increase the rejection rate and reduce the time that customers spend on the pages. This will have a negative impact on behavioral factors and positions in the output.
Therefore, our team analyzed how user-friendly the competitors' sites were and compared them with our project. As a result, we proposed a number of changes that helped improve the user experience:
Add links to the main services and on the home page a banner with an active button where people can leave their contact details to get in touch
Optimize the mobile version of the site. In the original version of the site, the elements of the header were overlapping each other, so we suggested rationally placing information in it, for example, replacing the phone number with a handset icon to save space
Improve the main page menu and footer by adding "Specialties," "About Us," and "Blog" items, as well as links to social media and services offered
Supplement the main page with a block with links to informative articles and the latest news of the site
Then we moved on to external optimization of the website and with the help of link building decided to partially compensate for the young age of the domain.
When a resource is referenced by authoritative sources, search engines take this as a sign of its usefulness, which means there is more trust in such sites.
Nostrification is a procedure of diploma confirmation in the host country. After the document is recognized, a doctor from the CIS has the right to get a job in Poland.
SEO and contextual advertising — a duo of maximum effectiveness: Contextual advertising and SEO complement each other. SEO is a long-term investment, because the result of promotion is delayed in time. To start getting organic traffic you need time and resources to optimize your site and create content. When the result is needed yesterday, contextual advertising comes to the aid of SEO: it helps to quickly attract visitors, you just need to launch a campaign.
You can read more about working with contextual advertising in this case study here
SEOSEO enhances the results of advertising, because in the process of optimizing the site, usability and content quality are improved, technical errors are eliminated, for example, the loading speed of the site is increased. All this has a positive impact on conversion rates and user experience.
PPCIf the site is properly optimized, advertising attracts users who linger on pages, place orders, navigate between sections — this has a positive impact on SEO, as search engines take behavioral factors into account.
So, in the first 3 months of optimization, the site broke into the Top 3 of Yandex and Top 10 of Google, and we didn't stop there!
After another 5 months, 86% of queries were already
The indicator of total traffic
Organic traffic increased
As part of the promotion of a project for the employment of doctors, we focused on expanding the structure of the site and creating new landing pages, as well as building up the link mass. And as a result, despite the young age of the domain, we successfully promoted the project and improved its position in the search results — the client was able to reach Top 3 Yandex and Top 10 Google in 8 months!
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