SEO for a clinic from scratch.

SEO case study: launching and promoting the “Spas” dental clinic in Moscow

Active work period: September 2025 - March 2026

Project introduction

klinicaspas.ru is a modern dental clinic in Moscow. When work began in September 2025, the project was a classic single-page landing page built on Tilda, which limited organic promotion in search engines. The domain was brand new (registered on 12 August 2025), the site had no search-engine history and brought in no organic traffic.

The main task was not only to increase the visibility of the site but also to build a sustainable SEO infrastructure capable of delivering a steady flow of targeted enquiries.

Promotion was built on a strategy of gradually transforming the site into a fully fledged content and service platform for a medical clinic, focused on the real search queries of patients.

Project challenges:

1. High competition: Moscow is one of the most overheated dental markets.

2. The specifics of the medical niche: search engines (Google in particular) apply strict filters to the quality of medical content. Any mistake in the structure or anonymous authors will block position growth.

3. Technical limitations: the original landing-page format made it impossible to rank for a wide range of services.

Working with semantics and the structure of demand

Instead of mechanically collecting keywords, we worked out a structure that reflects the patient's real journey: from searching for symptoms to booking an appointment. The semantic core was distributed across three strategic clusters:

• Medical areas: splitting general demand into narrow groups (therapy, surgery, implantation) to create targeted landing pages.

• Informational layer: working through queries about symptoms and diagnostics to attract the audience at the early stages.

• Commercial intent: singling out phrases related to prices and choosing a clinic, for direct conversion into bookings.

Technical optimisation and expanding the site structure

At the initial stage the project operated as a single-page landing page. This model limited the possibilities for search promotion, as it did not allow the semantic load to be distributed across separate URLs or the site to rank for highly specialised queries. 

As part of the SEO strategy, a deep technical reorganisation of the site was carried out.

1. Designing the architecture and rolling out a multi-page structure

The main vector of the work was the transition from a linear structure to a hierarchical one. This made it possible to create relevant landing pages for each group of services:

• Creating 25+ target pages: each area (therapeutic treatment, surgical procedures, implantation) received its own dedicated URL. This made it possible to optimise precisely for specific query clusters (for example, “complex tooth extraction”, “caries treatment”).

• Text optimisation: each new page was filled with unique content describing the essence of the service. This allowed search engines to index the site for a wide range of commercial queries that previously could not be covered within a single page.

• Indexing optimisation: for correct interaction with search robots, the robots.txt and sitemap.xml files were configured on the Tilda platform, which made it possible to exclude service pages from the index and focus the crawl budget on the sections that matter.

2. Adapting for mobile traffic and load speed

Given the high share of mobile traffic in the medical niche, priority attention was paid to the technical performance of the mobile version:

• Media content optimisation: all images on the site were compressed and converted into modern formats (WebP), which reduced page rendering time.

• Performance work: the impact of the site builder's scripts on load speed was minimised, which had a positive effect on Core Web Vitals and positions in mobile search results.

3. Working with metadata and text relevance

Instead of template headings, a system of unique meta tags focused on regional demand (Moscow) was introduced:

• Title and Description: unique tags with direct occurrences of key queries and geo-references were created for each page. This increased the informativeness of snippets in search results and improved CTR.

• Heading hierarchy: a correct H1-H3 tag structure was built on every page, which ensured a logical distribution of content and made it easier for search algorithms to index the semantic blocks.

Stage result: as a result of the work carried out, the site was transformed from a single-page landing into a structured dental website. Each new page became an independent entry point for targeted traffic, meeting the basic requirements of search engines for technical quality and content structure.

Content strategy and E-E-A-T factors

In the medical field, search engines place strict demands on the expertise of content. For the new domain klinicaspas.ru, the main task was to build an authoritative clinic profile that inspires trust in both algorithms and patients.

1. Presenting the medical staff

We moved away from the anonymity of the landing page and focused on personalisation:

• Individual doctor pages: a landing page was created for each specialist.

• Professional status: information about experience, specialisation and qualifications was structured. This allowed the algorithms to verify the content through its link to real experts, which is critical for ranking in Moscow.

2. Expert blog and the trust funnel

To work with informational demand, the /blogsection was launched, addressing reach and loyalty:

• Practical content: the publications explain the nuances of treatment and prevention in detail, answering patients' frequent questions.

• Informational warm-up: expert articles build trust in the brand even before an appointment is booked.

• Internal linking: a logic of transitions was built from general medical questions to the pages of the clinic's specific services.

Result: systematic content work confirmed the site's reliability for search engines and ensured a steady inflow of targeted traffic from low-frequency queries.

Off-page optimisation and link building

For a young site in an overheated niche, external confirmation of authority is a must. The work was based on the principles of selectivity and creating a natural “digital footprint”.

1. Quality link building

We abandoned mass purchases in favour of targeted placements:

• Thematic selection: donor sites were chosen strictly from medical and related topics with high Trust Flow scores.

• Article promotion: publishing expert materials with links to klinicaspas.ru gave the domain the “weight” it needed to compete with major players.

2. Results of off-page optimisation

• Growth in trust: links from moderated thematic resources became a signal of reliability for search robots.

• Faster indexing: external activity helped search engines discover and crawl the new sections of the site more quickly.

• Stable positions: a quality link profile kept the site's visibility stable even during algorithm updates (Core Updates).

Result: the systematic development of the link profile laid the foundation for the clinic's long-term presence in organic search results for the Moscow region.

Results over time