SEO for Dental Clinic – A Case Study on Promoting a Dental Clinic

Project Highlights:

Brand promotion for Dynasty Stomatology across two regions:

Poland

At the start of the project, the clinic’s website already existed. However, after launching the new website with a fresh design—and based on SEO considerations during the development phase—redirects were implemented from the old pages to the new ones to transfer the existing page authority and keywords. Here are some initial metrics:

Czech Republic

The website in the Czech Republic was launched from scratch, without any redirects, and incorporated our SEO recommendations during the development phase.

Tools:

• Google Analytics 4
• Google Search Console
• Ahrefs
• Seranking
• Neuronwriter
• Spamzilla
• Screaming Frog SEO Spider
• Scripts developed by the SEOGeeks team

The client's main issue

• key search terms are not appearing in Google’s top 10 search results;
• missing or duplicate Title, Description, and H1 tags;
• weak backlink profile;
• a website structure not optimized for search engines;
• a lack of high-quality, expert, and optimized content;
• a lack of numerous service pages and pages essential for medical topics (doctor profiles, clinic portfolio, etc.);
• zero visibility in AI

The unique aspects of SEO for dental practices and the impact of the Google Medic Update

SEO for medical websites is one of the most challenging areas of search engine marketing. This is due to search engines’ heightened requirements regarding the reliability, expertise, and safety of information, as user safety is of paramount importance to Google—especially given that human health is at stake. This requirement for medical websites was introduced in the Google Medic Update in 2018, which had a significant impact on the rankings of all websites related to human health. One of the key priorities for the SEO Geeks team was to analyze the commercial E-E-A-T ranking factors.

About the client

Dynasty Stomatology is a premium family dental practice that provides dental services of any complexity. Its primary goal is to expand into the Polish and Czech markets, enabling the clinic’s patients to receive treatment in Ukrainian, Russian, Polish, and Czech.

The clinic specializes in dental implants, prosthetics, preventive care, and treatment for adults and children, as well as orthodontics and periodontology.

Our Team's strategy

To achieve the client’s goals—namely, increasing online bookings through the website and boosting the number of calls to the clinic—it was necessary to address several areas simultaneously.

Preparing the website for launch

At the start of the project, the client’s website was not optimized for SEO.

As part of our SEO services during the development phase, we provided recommendations for building the website, including the development of a semantic core and the technical and content aspects.

The following were addressed as part of the technical recommendations:

• Mirror consolidation and 301 redirects have been configured
• The `rel=“canonical”` attribute has been added to prevent duplicate pages with GET parameters
• Recommendations for creating SEO-friendly URLs have been compiled
• The robots.txt file and recommendations for generating a sitemap.xml have been prepared
• HTTP headers have been configured
• Multilingual support has been set up
• Image loading has been optimized and images have been converted to WebP
• Recommendations for Core Web Vitals have been compiled
• Other technical recommendations for launching the website.

On-page and content optimization

• Recommendations for SEO optimization of images have been developed.
• A 404 error page with helpful navigation has been created.
• A semantic core and content for the new service pages have been prepared.
• Meta tags have been implemented for all service pages, as well as for the service pages of all language versions.

Recommendations have been developed for the implementation of the following types of road markings:

• Breadcrumbs;
• Open Graph;
• Organization information (schema.org Dentist);
• Site search markup;
• Article for blog posts;
• ImageObject for images;
• VideoObject for videos;
• Review markup with and without ratings.

The commercial factors of the niche in two regions were analyzed, and the following was implemented:

• Doctor profiles have been created, featuring information about their education and displays of relevant certificates and diplomas;
• The “About the Clinic” page has been implemented;
• STA appointment booking blocks have been added to the services pages and the price list;
• Author attribution for blog posts has been implemented, along with author profiles;
• The footer and header menus have been refined.

We have compiled recommendations for deploying the new website on the old domain:

• Redirects from the old site’s pages to the new ones have been set up;
• GTM, Google Analytics, and other marketing codes have been migrated;
• After the migration, all pages were submitted for indexing via the Google Search Console API.

Results after 3 months

After launching the website and implementing our SEO-based recommendations during the development phase, we saw positive results as early as the second or third month of work.

Poland, results for the 3-month period (May 26, 2026 – August 31, 2026)

After launching the new website and implementing our SEO-based recommendations during the development phase, we saw positive results as early as the second or third month.

Google Search Console

Google Analytics

Czech Republic, results for the past 3 months (June 4, 2026 – September 6, 2026):

Google Search Console

Google Analytics

Screenshots of the results at the end of the third month of operation:

Improving user behavior on websites through UX & UI analysis and redesigning service pages and the homepage with the help of the SEOGeeks & Solve Marketing teams.

Throughout our work on these projects, we have significantly improved user behavior:

• Reduced user bounce rate
• Increased the number of page views per session
• Improved conversion rates from service pages

Poland:

Czech Republic

The website now meets the requirements for medical content in terms of E-E-A-T algorithms.

An important legal requirement in the Polish region for medical institutions working with children is the presence of a “Standards for the Protection of Minors” page, which was identified during the analysis of commercial factors. This information was communicated to the client, and with the help of the company’s legal team, the page was drafted and published on the website.

In addition to this specific requirement in the Polish region, we also implemented commercial factors that are important for medical content in Poland and the Czech Republic, namely:

• Pages for doctors and authors detailing their education, specialization, work experience, reviews of doctors from both clinics, and certifications;
• We included information on the medical expertise behind each article;
• Redesigned the portfolio page;
• Created “About the Clinic” pages.

We also implemented a number of other commercial factors that are important both for SEO and for the medical niche in particular.

Developing a post-launch website development strategy 

This stage is one of the most critical in promoting any project, as it involves prioritizing the website’s services, ranking them, and ensuring their visibility in search engines. If the work stalls at any stage, the site won’t make it to the top, so we carried out a phased optimization of all the site’s landing pages, adding them to Google’s index and strengthening their rankings.

Technical optimization work

• We have improved the Core Web Vitals metrics for all types of pages on the site:

• We set up cross-site multilingual support between dynastystomatology.pl and dynastystomatology.cz to indicate to Google that the sites in the Czech Republic and Poland represent the same dental brand, in accordance with the guidelines for configuring language versions, and to pass link equity across sites;
• Implemented automatic internal linking in blog posts based on keywords derived from the developed semantic model;
• Implemented blocks of internal links to related services and articles;
• Improved the breadcrumb trail for local search and internal linking;
• Blog categories have been revised and optimized;
• Unnecessary page types have been blocked from indexing, and internal links to all pages blocked from indexing have been removed;
• A number of other tasks requiring technical optimization.

Further content optimization

After completing the task of populating all pages and their language versions with content, we observed an increase in rankings across numerous clusters; however, there are still pages that have not reached the top 3 in search results.

As part of the content optimization process, we carefully analyzed the query clusters by which the pages are ranked, adding keywords that did not make it into the top rankings, analyzing competitors, and expanding the clusters using Ahrefs and Neuronwriter. Additionally, as part of the content optimization effort, we refined and improved meta tags, as well as additional content elements on the pages, such as tables and FAQ sections.

Example of content quality according to Neuronwriter:

Optimization for AIO (AI Overviews) as part of a comprehensive SEO strategy

With the emergence of AI systems, one of the key growth areas for the website is generating traffic from AI bots. As part of our efforts to increase visibility in AI search, we developed a strategy that included the following:

• We implemented LLM buttons on article pages

• We have implemented the Speakable and MainEntity schema.org to improve the visibility of service pages in AI search.

• We implemented the LLMs.txt file to improve how neural networks process the site’s content, as they may not be able to fully crawl it under normal conditions due to crawling limitations, an abundance of scripts on the site, and other technical factors.
• We focused on content creation, taking into account not only keywords but also a thorough analysis of intent and structure. Our main task was to write and structure content that provides quick and clear answers to user questions, which are read by AI bots. Additionally, we refined the FAQ sections, which also include popular questions on the topic.
• We added Article and FAQ Page markup to improve article rankings, which in turn affects how they appear in AI search results.
• We emphasized expertise, authority, and trust by creating author and doctor profiles for the individuals who write content for the blog:

• Another essential component is the presence and mention of our website on external sources. Since the project began, we have been regularly publishing articles on high-quality external sources that mention our brand and link to our services. This includes working to secure placements in top lists and rankings where we mention the clinic’s brand.

Traffic from AI services:

Data from Ahrefs

Work on usability and commercial factors (E-E-A-T algorithms)

Given that we were working in the healthcare sector, it was crucial to emphasize that users were dealing with reputable specialists and doctors. Additionally, the expertise of the content and the website itself is an important ranking factor on Google.

As part of the competitive analysis, we prepared a table listing the factors to be considered for the E-E-A-T algorithms. Screenshot of a section of the document analyzing commercial ranking factors:

Key points that were discussed:

• We created pages for authors and doctors, featuring their certifications, qualifications, and medical education;
• We created a page about the clinic;
• We implemented a review feature and registered the clinic on https://pl.trustpilot.com/evaluate/dynastystomatology.pl and https://www.znanylekarz.pl/placowki/dynasty-stomatology;
• We added “Before and After Treatment” sections;
• We created a page listing all the clinic’s specialists;
• Added a section with information on ‘How an appointment works’;
• Added a section on the clinic’s unique selling points (USPs);
• Added a privacy policy page;
• Added a child protection policy page, which is particularly relevant for the Polish region;
• Displayed the clinic’s schedule in the website footer;
• Displayed the location (Iframe) in the website footer;
• Implemented sections with prices for dental services;
• Implemented CTAs and clickable phone numbers;
• Implemented FAQ sections on the website pages;
• Displayed author names, view counts, table of contents, publication dates, and estimated reading times in article previews;
• Populated the website with reviews.

Link-building strategy

Link building is a crucial component of successful website promotion for any niche, and only a comprehensive approach yields good results. One of the key stages of our work was developing a link-building strategy for a medical website.

Key focuses in our approach to building a backlink profile:

• Mentions of the company on regional websites, specifically in regional sources in Poland and the Czech Republic.
• Mentions of the company on review sites for people, doctors, companies, etc.
• Listings on niche websites—primarily those focused on healthcare.

We regularly conduct research on regional and niche platforms, specifically on reputable resources related to healthcare and dentistry. We publish guest posts as the primary and most effective method for building a high-quality backlink profile. Here is an example of our publications and a breakdown of the backlink profile for the project:

During the link-building process, another characteristic of the niche became apparent: there are very few high-quality medical websites in the Czech Republic and Poland. Backlinks from such sites are more expensive. For promotion, we also used links from news and general-interest websites that featured health sections. Additionally, we switched to an outreach approach, contacting webmasters directly to help the client save on their budget.

Current analysis of the backlink profile

Drop domains

Given the limited number of relevant platforms available for publishing, we have also begun searching for expired domains with the aim of building backlinks using a PBN network.

Results as of the time of the case description:

SEO promotion of the Polish version of the website:

SEO website promotion for the Czech Republic:

Search engine rankings

An important point to note is that we do not track keywords with a frequency of 0; the semantic core is analyzed using Ahrefs and Serpstat, but SE Ranking may show a different frequency, as you can see in the screenshots.

Implementation of SEO Tasks on the Project

A crucial aspect of promoting any website is the prompt coordination of assigned tasks, as well as the accuracy and speed of the developers who quickly implement our tasks on the site. Thanks to our client, Dynasty Stomatology, and the Digiway team, we were able to achieve significant results in a short period of time. The Solve Marketing team also played a key role, acting as an outsourced marketing department: They took on the operational implementation of the strategy they developed and the project’s growth across a range of channels and tools—from content support for the website, incorporating the SEO team’s recommendations, to email and Telegram ecosystems, advertising campaigns, landing pages, and affiliate placements—ensuring systematic growth and strengthening the brand’s market presence.