Promotion of a medical services website: organic traffic to the website increased threefold

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Client: a highly specialized clinic
A highly specialized clinic in the premium segment. It operates in Moscow and one other Russian city. There is an inpatient department and a hospice, the clinic operates 24 hours a day, 7 days a week, and there is emergency hospitalization. The clinic employs internationally recognized doctors.

The clinic has its own quality system, innovative diagnostic and treatment methods are used, doctors work according to international protocols. Each patient has their own curator.

Initially, the client came for advertising, and then we began to collaborate on SEO as well.

Situation: traffic was coming only from Google, but the update linkedin data broke that too
The clinic attracted patients through several channels:

Partner channel. These are other clinics that recommend contacting our client's clinic for specific diseases.
Online Advertising:
context
,
target
, SEO.
Word of mouth. Patients and their relatives who recommend the clinic to their friends and acquaintances.
The clinic had a complex chain of interaction with the client. He could go to the site through a search, then go from the context, then think some more and call. Therefore, it is important to work through all touchpoints.

When we started working with the clinic, organic traffic and sales came mainly from Google, and they were systematically declining.

The thing is that the ranking algorithms in Yandex and Google are different. For example, for the same information request, Yandex will show the most narrow article on the topic, and Google will show a general article. Our client's site had many articles on general topics, and therefore Google ranked them well.