ABOUT THE CLIENT
Our client is a medical clinic in NYC. They are a team of top-notch professionals who use the latest technologies and innovative treatment methods to eliminate pain, restore function and boost performance for a broad range of patients, from novice and elite athletes to older adults.
INTRODUCTION AND BASIC SEO PROCESS
Our client’s domain is more than 7 years old. Early on, the site had almost no organic traffic, with an average of 20 visitors per day and about 250 backlinks from 42 different domains. It was clear that the site needed to leverage SEO to bring in more traffic.
OUR SEO SOLUTIONS
Before getting started, we first had to identify key indicators for measuring the site’s effectiveness:
- The number of clients;
- Organic traffic expressed as a percentage;
- A measure of changes in rank position.
ANALYSIS
We conducted an in-depth analysis of the market, focusing on the NYC region, and we thoroughly researched competitors and themes.
First, we analyzed the structure of each competitor’s site. In general, all the resources we looked at used the same template. The nesting of some pages reached level 6. Pages were not linked. Some useful information was hard to find. The menu on some sites was not well thought out.
Using data from our analysis, we compiled a comparative table for some indicators:
Next, we analyzed the data and identified the strengths and weaknesses of competitors.
Content analysis was one of the most important steps. Content goes beyond text on a website’s pages to encompass any useful information visitors may need, including text, photos, images, videos, comparison tables, files, links, and other content. Most SEO companies limit content management to analyzing text, and some only check uniqueness in online services like www.contentwatch.com.
To get a comprehensive overview of the competitors’ content, we considered the following parameters:
- Title and description
- Page size
- Uniqueness of content
- Readability
- Key phrases
- Images and photos
- Headings
We also analyzed anchor lists to see how competitors work, and to analyze the ratio of anchor types:
We analyzed 15 competitors to obtain an approximate ratio of anchor types and a viable anchor list for further promotion.
| Type | % |
| Branded | 67,00% |
| Direct anchors | 11,50% |
| “Natural anchors” | 13,50% |
| Links in images | 8,00% |
LINKBUILDING
One of the most important stages of competitor analysis is backlink analysis.
It is important to know how many backlinks your competitors create, and when and how they do it.
Once you know the approximate promotion period of your competitors, you can create a linkbuilding strategy. Keep the following in mind:
- Some websites will permit you to place backlinks for a fee, but you can do the same thing for free, and it will be easier and appear more genuine.
- It is almost impossible to place links on some sites, even for a fee.
It is important to understand that Google uses adaptive machine-based algorithms that perfectly capture the linearity of certain signals.
For example, purchasing 20 blog posts per month, selected based on a specific template, is a linear strategy. SEO experts can easily distinguish such patterns by using Ahrefs or other similar software. It is not at all difficult to write code to find linear relationships, provided you have the necessary knowledge and ample computing power to process large amounts of information.
Today, search engines have both these properties, so it is important to remember what an organic reference cloud looks like. If you conduct a thorough analysis, you will observe unexpected growth bursts in a particular link type, which will then be replaced by similar bursts for other link types.
A uniform emergence of diverse links is also possible. To help Google understand that your site is trustworthy, you should simulate these organic patterns.
TRAFFIC RESULTS
Based on our analysis of competitors’ sites, we developed a link building strategy. After only 8 months, we realized an increase of 528% in call volume.
As for traffic, you can see the ongoing growth on this graph:
CONCLUSION
- We conducted an in-depth analysis of our client’s niche and competitors.
- Based on the analysis, we created a link building strategy.
- We continued taking monthly steps to implement the strategy.
As a result, we realized a 528% increase in the number of calls. Also, in the screenshot above, you can see a growth in traffic corresponding to the implementation of our linkbuilding strategy.
