The rise and fall of organic aesthetic clinic attendance
Mousse is an aesthetic and laser medicine clinic. The relatively young clinic was quickly establishing itself with its customers and needed help with its online marketing. In mid 2023, they approached us about asking us to increase their organic traffic. After a successful PPC collaboration, the SEO launch was also quick and seamless.
- Client Mousse Clinic
- Date 06/2023 – 06/2024
- Services Marketing strategy, SEO, Copywriting
- Website www.mousse.sk
Assignment
The aesthetic clinic category is very competitive, with PPC click-through rates climbing to dizzying heights, and therefore needs significant help from organics. We did a quick review of Mousse’s potential and set about SEO.
The problem
Clinic Mousse has been on the market for several years, at the time of the start of cooperation they had a new website only a few months, organic positions were practically non-existent, but despite this, the site was already achieving a traffic of about 1500 clicks per month. The real problem was that in a few months the organics did not grow at all, the help of an SEO specialist was absolutely necessary.
Solution
The essential points of good SEO followed as the first steps:
- Keyword analysis is like a map for an SEO specialist. With the use of measurement and evaluation tools, it becomes the “GPS” of a seocar.
- The technical audit of the site is a service inspection. Under the hood we find things that don’t run as they should and after they are fixed, every “ride” will be much better.
- Subsequent regular optimizationis the gradual adjustment of content so that Google understands the strength of your site and moves it up.
We did a comprehensive keyword analysis, based on which we prepared an optimization plan. Together with incorporating the results of the technical audit, we created a strong foundation for organic traffic growth.
By subsequent systematic SEO work we started to create results. Long-term work with content and linkbuilding gradually brought continuous growth of organic traffic.
SEO results
The first significant successes came already in the 2nd month of cooperation, but the real growth came after 6 months (after a slight decline caused by Christmas) we got on a steep growth curve.
Within 10 months of starting the SEO work we were already at 230% increase in organic traffic.
From 1500 clicks to 3500 clicks per month! In just 10 months.
What are the reasons for such a rapid drop in organic traffic?
The gradual decline of results after SEO is natural, so usually after years of achieving stable results in SEO, so-called “maintenance SEO” is left – a smaller range of activities that result in only moderate growth or maintenance of positions to avoid a gradual decline in organic traffic.
In this case, the drop in organic traffic after SEO is significant and mainly for the following reasons:
- Passivity– Google does not see any work with content, no new backlinks (linkbuilding), the site is no longer informationally up-to-date. It still holds impressions for a few months, but clicks drop almost immediately and rapidly.
- The summer off-season, even though impressions in organic results were still holding up nicely for a while, people were less interested due to the flight, which caused a decrease in CTR on already falling positions, triggering a carousel of further position drops.
- The website isstill young compared to the competition, the domain has a low Domain Ranking (a metric that determines the weight of a domain in the online space) and therefore its subsequent decline is steep.
