Project: Stomatologia dla Swoich
Industry: Dentistry
Location: Warsaw, Poland
Business type: Local healthcare service
Scope: On-page SEO only
Note: Paid advertising was active in parallel. This case describes organic search performance only.
Overview
This project focused on improving organic visibility for a local dental clinic in Warsaw using on-page SEO only. No link building or external promotion was involved.
The objective was straightforward: make the website clearer for both search engines and real patients looking for dental services in a specific location.
Initial situation
At the starting point, the website already appeared in search results but did not fully benefit from local SEO.
The main issues were typical for local medical sites:
metadata written in generic terms, without strong service + location signals;
page structure that did not reflect how patients search or make decisions;
content that only partially addressed real patient questions and concerns.
What was done
All changes were limited to on-page work.
Metadata: Title and description tags were rewritten with a clear focus on local intent (specific services combined with “Warsaw”).
Structure: The H1–H3 hierarchy was rebuilt to guide users through a logical flow: service description → trust signals → treatment process → FAQ → contact.
Content: Existing texts were refined and expanded to better match common patient search scenarios and expectations.
Cleanup: Thin and duplicated sections were removed to improve clarity and overall quality.
Results
Without any link building, the website showed steady growth in organic clicks and visibility for local dental queries in Warsaw.
Organic search became a stable source of patient acquisition and reduced long-term reliance on paid traffic.
Key observations
For local healthcare businesses, well-executed on-page SEO often delivers faster and more predictable results than link building.
Local relevance depends on precision: service names, location signals, and clear structure matter more than volume.
Organic traffic provides a sustainable acquisition channel that complements paid advertising rather than replacing it.
Data source: Google Search Console · Project: Stomatologia dla Swoich · Author: Potapov Nikolay