A 150% brighter smile thanks to svetrovnatek.cz

Thanks to a comprehensive approach and work across all stages of the STDC framework, we have managed to achieve significant growth in visibility, traffic, and the number of new patients.

The project is a demonstration of how to build not only a trustworthy brand but also a high-performing digital channel with clearly measurable results within the demanding healthcare segment.

Delivering results with a smile

Organic website performance grew by more than 150% year-over-year. Over 75% of priority keywords ranked on the first page of search results.

Results overview:

• Dominant market share compared to monitored competitors
• Over 75% of priority keywords on the first page of Google.
• Renewed growth following the Google algorithm update.
• Increased share of organic performance across all channels.
• Growth of relevant and converting traffic.

Compared to the competition, we achieved a significant increase in market share, leading by at least 10% across the combined monitored segments. There was an increase in the number of submitted forms, the share of the organic channel among traffic sources grew, and we successfully restored growth following the January Google algorithm update.

Martin Hill, Head of SEO

Market education = a benefit of collaboration

Svetrovnatek.cz specializes in braces for children and adults. In addition to providing high-quality treatment and patient care, the clinic aims to raise awareness of orthodontic issues, extending beyond just the braces segment.

The clinics are located in Brno and Prague, staffed by a team of experienced orthodontists. Alongside the main website, svetrovnatek.cz operates thematic microsites, rovnatka.cz and ortodoncie.cz, which serve the project's educational and support functions.

Goals confirmed by results

The main ambition was to drive organic traffic growth from unbranded search queries, attract new patients, and secure first-page search results for priority topics.

From the beginning, we worked with the goal of increasing organic performance by 150% year-over-year, with an emphasis on comprehensive coverage of the customer journey according to the STDC framework and maximizing conversion potential.

Martin Hill, Head of SEO

Set goals:

• Increase organic website traffic – primarily from unbranded search queries.
• Acquire new patients through a content strategy reflecting all stages of the STDC framework.
• Achieve 150% year-over-year growth in organic performance.
• Build a comprehensive content base, including content hubs.
• Strengthen positions of priority topics on the 1st page of SERP (target: >75% in positions 1–3).
• Maximize the conversion potential of the content.

A multidimensional view of data

To evaluate goal fulfillment, we use a combination of tools including Google Search Console, GA4, Ahrefs, Marketing Miner, SEOgets, Collabim, and Screaming Frog.

Metrics for goal evaluation:

• Conversions: Number of consultation forms submitted.
• Rankings: Organic search engine positions for tracked keyword clusters. First-page vertical coverage (market share).
• Organic performance: Website traffic, primarily unbranded. Monitoring traffic distribution by landing pages.

Performance is monitored according to STDC groups and by branded vs. unbranded clusters. We evaluate not only organic traffic but also rankings, conversions, and trends over time. By testing changes (e.g., adding structured data for ratings/reviews), we track the impact of specific optimizations on SERP performance.

Intensive collaboration with UX

At the start of our collaboration in March 2024, we conducted a comprehensive technical SEO audit and eliminated all obstacles that could hinder indexation or visibility growth. Subsequently, the primary focus shifted toward content development. In close collaboration with the UX team, we focused on optimizing the homepage and the blog section to maximize conversion potential.

Examples of proposals we address in collaboration with the UX team:

• CTA Buttons / Snippets
• Publication date
• Author + Bio (or Author Profile)
• Table of contents
• Quote (or Testimonial)
• Social share icons
• Sticky Menu
• User ratings for articles
• Back-to-top button
• CTA form
• Website rating
• FAQ section

During our collaboration, we conducted several tests and implementations (working closely with the UX, development, and content teams):

• Structured data and its impact on CTR
• Homepage A/B testing variations
• Redesign of homepage
• Refining CTA labels
• Pricing for products and services
• FAQ section
• Magazine interlinking
• Customer reviews/testimonials – Best practices for managing reviews and on-site optimization for search queries.

Future tests will be planned based on ongoing results and changes in user behavior.

Medical editorial review

Our long-term SEO strategy includes keyword research, competitor monitoring, and regular content gap analysis.

We continuously update older content, manage internal linking, and build comprehensive content hubs, such as our "Ultimate Guide to Choosing Braces."

Content topics are systematically organized into thematic groups for easier performance tracking and coverage.

Content examples by STDC framework:

• S: https://www.svetrovnatek.cz/blog/
  predkus-zakus-zkrizeny-skus-a-hluboky-skus
• T: https://www.svetrovnatek.cz/blog/
  kolik-stoji-rovnatka-prispevky-pojistoven-2024
• D: https://www.svetrovnatek.cz/
• C: https://www.svetrovnatek.cz/blog/
  jak-zmirnit-bolest-zubu-pri-noseni-rovnatek

Content is structured using the See–Think–Do–Care framework to cover every stage of the customer journey.

In the "See" stage, we focus on educational articles about malocclusion and bite issues.

In the decision-making "Think" phase, we break down brace pricing and insurance coverage.

Our core services cover the "Do" stage.

In the "Care" stage, we assist users with related topics and potential issues, such as how to manage discomfort while wearing braces.

Our sister sites, ortodoncie.cz and rovnatka.cz, support the STC phases and strengthen our SERP dominance.

AI as part of the process

AI is integrated into the project at various levels. We use it for topic research, content planning, and setting optimization priorities. While AI helps prepare article structures and outlines, all content is written and edited by experienced copywriters. A key part of our process is close collaboration with the doctors and specialists at svetrovnatek.cz.

During the evaluation and optimization phase, we use AI to assist in prioritizing URLs based on specific criteria. AI serves as a tool to increase efficiency, not as a replacement for expert human input. 

Martin Hill, Head of SEO

We are testing new citation opportunities in AI tools. Since the launch of AIO in the Czech Republic, we have secured around 120 citations. These citations result from high-quality on-site content. For the upcoming period, we plan to identify key opportunities and specifically optimize our content to earn further citations.

Conclusion and next steps

On this project, we proved that a well-crafted SEO strategy can achieve excellent results even in the competitive healthcare sector. Our systematic approach successfully increased visibility, conversions, and brand credibility.

As part of the shifts in Google SERP and user behavior, we are monitoring new opportunities, such as citation possibilities in AI Overviews or chat-based tools like ChatGPT.