Tripling Organic Traffic: The Success Story of Promoting the "POLO-MEDLIFE" SPA Complex

Case

Polo-Medlife

Ukraine

Healthcare

2022

Promoting large-scale web projects with diverse service offerings requires a comprehensive approach, close collaboration between marketing specialists and business representatives, and a significant investment of time and effort. The team at Sprava Agency, along with the client's employees, managed to significantly boost site traffic, improve conversions, and enhance brand recognition. In this case study, we share the secrets of our success with the "POLO-MEDLIFE" SPA complex.

Start of SEO promotion for the SPA website

Located in Kremenchuk, Poltava region (Ukraine), the "POLO-MEDLIFE" complex specializes in treatment and rehabilitation after:

Injuries and disorders of the musculoskeletal system;
Diseases of the nervous system and gastrointestinal tract;
Cardiovascular, endocrine, urological, and gynecological diseases.

What sets "POLO-MEDLIFE" apart from competitors is their offering of not only medical diagnostic services but also wellness procedures and SPA programs. The complex includes a hotel with a restaurant, swimming pool, and fitness room. In the summer, a water park operates on the premises. This is both an advantage and a challenge for SEO promotion. The complex is well-equipped with its own generator and bomb shelter.

The client approached our agency in November 2022.

At that time, the spa complex was relatively unknown, and the project needed SEO promotion. The initial strategy focused on promoting the hotel services, which had just opened that year. Additionally, we planned to advertise their medical and wellness programs and consultations with specialized doctors.

Before collaborating with Sprava Agency, the company had hired another contractor to set up and manage contextual advertising. However, the expected results were not achieved. By October 2022, total site traffic was nearly 1,700, with organic traffic up to 400 people per month.

Conversions were at 71 per month, with 26 coming from organic traffic.

The goal was to achieve high search engine rankings, bring pages to the TOP-10, and increase organic traffic, eventually phasing out paid advertising.

We offered three types of services: SEO, and managing contextual and targeted advertising. Since search promotion is a long-term process, paid channels were necessary to get immediate inquiries.

For SEO optimization for the spa website, we collected a semantic core with queries for the client's main services. We also launched paid campaigns to advertise the medical and wellness complex, hotel, and specialized doctor consultations.

Our specialists conducted a range of technical tasks, reorganized the site structure, and improved visual elements.

the spa website before search engine optimization

Before our work began, the homepage looked like this:

We enhanced the design of the first screen, slightly modified the site header, and added a slider with hot offers.

the spa website after the start of SEO promotion

Additionally, we carried out the following tasks:

highlighted additional hotel services like the restaurant, fitness room, swimming pool, water park, and parking as separate items and pages;
added new sections for "Wellness Programs" and "Rehabilitation Trainers";
created pages for "Ultrasound," "Laboratory," and "Speleotherapy";
made separate pages describing the doctors' specializations.

We optimized all pages of the spa website — both existing and new.

By May 1, 2023, after six months of work, we managed to get 100% of the queries into the TOP-10. Total traffic increased to around 7,000 visitors, with search traffic reaching almost 1,100. The number of conversions from organic search results was 220.

In October of the previous year, our agency's specialists adjusted the semantic core and significantly expanded the list of keywords. As of April 2024, 59% of queries were in the TOP-10, with new queries continuing to rise. According to Google Analytics, the website's traffic approached 9,000, with organic traffic reaching 3,900 people per month.

Our work continues today. The Sprava Agency team is working towards new goals, including promoting the site across Ukraine and eventually completely phasing out advertising.

Project Manager
Sprava Agency

Recently, we added new directions for promotion. Now, we aim to reach the TOP-10 with the new semantic core. Trusting relationships with the client’s company managers, who promptly provide necessary information, help us work successfully.

SEO Specialist
Sprava Agency

The main challenges have been creating a large number of pages and a comprehensive, logical site structure. This requires significant resources but pays off by creating various entry points to the site. The new goal is nationwide promotion across Ukraine and eventually phasing out advertising. We’ve expanded the core by branching into various treatment directions, adding new diagnostic services, and promoting beyond the region.

Targeted Advertising Specialist

After analyzing the market, we decided to cover the city and neighboring regions immediately. Scaling displays in the areas from which we received the most response allowed us to optimize expenses and increase campaign effectiveness.

To attract different target audiences, we used static images, video banners, and carousels. Regular analysis helped identify the most effective connections, which we used further. Thanks to targeted advertising, the center received 30-40 conversions monthly, which is a good result for this niche.

PPC Specialist
Sprava Agency

Search campaigns were used as a foundation to work exclusively with the target audience after the complete setup of the semantic core. To cover a larger audience, Performance Max campaigns were utilized.

Later, Smart campaigns were created for maximum reach. By launching various types of campaigns, we had flexible options for adjusting ads and audiences. This allowed us to regularly improve advertising effectiveness. During successful periods, the client received over 200 conversions per month — a high figure considering the narrow geo.

That requires specialists from different fields, meticulous work, and periodic strategy adjustments. However, as our experience shows, the results are worth the resources invested. If you want to promote your web project and need professional help, contact Sprava Agency.

We care about improving your sales :)

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