Shans Rehabilitation Center

SEO Promotion

Goal: increase the number of clients from Google Search in the Dnipropetrovsk region.

We have been working with this client for over 7 years. The client approached us with the task of establishing a consistent flow of clients from the organic channel — the primary traffic source that had stopped delivering stable conversions. To identify the cause of the negative trend, we conducted an SEO audit. The findings revealed that:

• traffic to pages optimized for Dnipro (where the center is located) was gradually declining due to growing competition;
• large gaps between link-building cycles for key pages had further weakened rankings;
• neighboring cities and smaller towns around Dnipro were not being targeted;
• landing pages lacked low-frequency (LF) keyword coverage;
• there was no focus on priority regions — previous promotion efforts were spread evenly across all regions of Ukraine, most of which were not a priority;
• the site generated no informational traffic due to the absence of blog articles, despite having a blog section;
• the technical side of the site was outdated — pages loaded very slowly due to large amounts of photo and video content;
• breadcrumbs and schema.org microdata were missing;
• the site was only partially adapted for mobile devices;
• the page heading structure was incorrect: H3 headings appeared before H1, followed by H4.

What we did?

After the audit, we began with the technical side of the site (covered in the Web Development section). In parallel, we carried out the following work:

• built a semantic core covering high-frequency, mid-frequency, and low-frequency keywords for the center’s main services in the Dnipropetrovsk region, as well as separately collected location-based keywords;
• distributed all collected keywords into clusters by service and city;
• developed a content plan and briefs for new landing pages and blog articles;
• created META tags for new pages and updated them on existing ones;
• wrote ALT tags for all images on the site;
• fixed the heading structure and removed heading tags from service blocks;
• implemented internal linking between regional and service pages;
• published new texts for new landing pages and the blog;
• acquired backlinks from external sites in the Dnipropetrovsk region;
• created center profiles in relevant directories, populated them, and added links to the site;
• removed empty pages from the site;
• added a Ukrainian version of the site and fully translated all content.

Results

After publishing the new landing page texts, we began seeing positive organic traffic dynamics:

• before the work began, the site received an average of 30–60 visitors per day. One month after starting promotion, this grew to 70–80 users and continued climbing. After 15 months of continuous work, the site was receiving 400–465 daily visitors;

• 200+ keywords ranked in Google TOP-5; total keywords in TOP-10 — 500+;

• adding the Ukrainian version of the site resulted in an additional 29% increase in organic traffic.

WEB Development

Technical work carried out to update the site:

• fixed errors in the site’s code (HTML, CSS, JavaScript);
• updated the WordPress version, replaced resource-heavy plugins with custom scripts, and removed unnecessary plugins;
• improved the mobile version of the site;
• optimized image sizes and formats, and configured video to load only when the user scrolls to it;
• set up 301 redirects from all existing 404 pages to relevant content pages;
• added breadcrumbs with schema.org microdata to level 2 and level 3 pages;
• during the redesign, completely rebuilt the custom site theme and updated all functionality;
• fully optimized page load speed and Core Web Vitals scores.

WEB Design

Goal: develop a modern design and improve website usability for visitors.

Redesign work began in August 2021. A UX/UI audit revealed the following issues:

• the vast majority of users left the site quickly — average session duration was 42 seconds;
• users found the site difficult to navigate — page depth did not exceed 1 page per session, and the bounce rate was 89.42%;
• landing pages had no images — only text. Content lacked structure and sections, contributing to low session duration and a high bounce rate;
• users struggled to find contact information and ways to reach the center.

What we did?

To address these issues, we redesigned the visual and functional elements of the site:

• replaced the homepage’s first screen with a dynamic slider featuring automatically rotating images and text, showcasing the center’s specialization and services;
• organized all information about the center’s advantages, specialists, services, and treatment conditions into separate sections;
• expanded the main navigation menu so users can reach any page from anywhere on the site;
• added a new section with information about the treatment stages;
• added a new section with a brief overview of the center’s activities and a full video tour;
• completely updated the design of all pages and structured the content on service landing pages;
• added new conversion blocks to make it easier for users to submit requests and contact the center.

Redesign results

The new design and site update were completed within one month (2 weeks per stage). After several months of gathering statistics, we evaluated the results:

• users began spending more time on the site — average session duration reached 1 minute 56 seconds (a 276% improvement);
• thanks to improved navigation, users started visiting more pages — the bounce rate dropped from 89.42% to 44.18% (a 202% improvement).

PPC Management

In early February 2021, we began collaborating with the client on a new channel — Google Ads. The goal was to attract new clients through an additional traffic source that had not been used before.

We started with a competitor analysis and a review of the paid search landscape in Dnipro. We then collected a list of relevant keywords for the center’s main service — drug addiction treatment — and formed a negative keyword list to prevent irrelevant ad impressions.

The main challenge — as with our other long-term client, ADOMED Medical Center — was Google’s restriction on using certain keywords in ads on the main site. We therefore developed a separate landing page to drive traffic to, from which users could navigate to the center’s main website.

Ad results

Given the relatively low competition compared to other regions, we set an initial budget of $100/month. This delivered: 113 clicks (26.32 UAH/click) and 11 targeted leads, with a conversion rate of 9.73%.

Throughout the first month, we actively optimized the campaign — adding additional information, testing ad variations, and building an expanded negative keyword list. The following month, we doubled the budget to $200/month. Thanks to continuous optimization, the second month delivered significantly better results:

• average cost per click dropped from 26.32 UAH to 19.03 UAH (a 27% improvement);
• with double the budget, the number of clicks grew almost threefold — by 265.4%;
• we received 38 targeted leads that month — conversion rate improved from 9.73% to 12.66%.

The campaign launched in February 2021 continues to deliver results to this day: over the past 2 years it has brought 4,670 users to the site at a total cost of 107,000 UAH.

Overall Results

Over 7 years of collaboration, we have completed hundreds of tasks — achieving success across multiple areas:

• the site became modern and user-friendly, with both the technical and visual components completely overhauled;
• all key regions for the center were covered, with 500+ keywords ranked in Google TOP-10;
• over 15 months, the average number of daily Google Search users grew from 30–60 to 400–465;
• a Google Ads campaign was launched and has been consistently delivering additional traffic and targeted leads for over 3 years.