Dental technology | SEO Audit & Preparation for Promotion / DE

About the Client:

• Project Theme, Region, Website Type: The project concerns a dental laboratory and a dental milling center, specializing in various dental prosthetics, implants, crowns, bridges, and orthodontic solutions. The primary region of focus is Bavaria, Germany. Given the comprehensive range of services and absence of e-commerce functionality, the website is likely a corporate website or service catalog.
• Client’s Goal: The client’s objective was to prepare for promotion, conducting an audit of the current state of the website and generating solutions for its improvement, including the elimination of identified errors.

What Was Done:

• Website audit conducted: A comprehensive audit of the website was performed, covering SEO, technical, and commercial factors.
  • • Commercial factors such as contact information (full postal address, various phone numbers with messengers, email, working hours, travel directions, microdata), visual elements (photos of the laboratory/office, social media links, staff photos), and customer interaction tools (feedback form, legal details, departmental contacts, support phone, online consultant, callback form) were analyzed. The audit also included recommendations for Google Business Profile optimization, collecting company reviews, and creating a certificates section.

  SEO and technical aspects were analyzed, with recommendations provided for:

  • Implementing optimized Title, Meta-Keywords, Meta-Description, and H1 tags for relevant pages.
  • Adjusting the site structure.
  • Managing external links (nofollow attribute, opening in new windows).
  • Revising the footer copyright information.
  • Adding and optimizing breadcrumbs.
  • Creating an automatically generated XML sitemap.
  • Implementing canonical tags for pagination pages.
  • Controlling the usage of H1-H6 tags to 1-6 times per page.
  • Adding a partners block on the homepage.
  • Creating a thematic Favicon.
  • Uploading webmaster verification files (Google, Bing).
  • Adding Alt and Title attributes for images.
  • Eliminating link intersections with H1-H6 tags.
  • Integrating Google Analytics.
  • Implementing SEO-friendly URLs (ChPU) with proper nesting and 301 redirects from old addresses.

Optimization scheme developed:

• • Collection and grouping of keywords: An extensive semantic core was gathered and grouped by relevance to various pages of the website, including main pages, service categories, and specific offerings such as dental laboratories, milling centers, prosthetics, implants, CAD/CAM, 3D printing, crowns, bridges, Michigan splints, plastic prostheses, NEM, gold alloys, veneers, inlays/onlays, drilling templates, removable prostheses, full/partial prosthetics, partial/full crowns, occlusion, orthodontics, restorations, aesthetics, braces, aligners, impressions, articulation, aesthetic fillings, Herbst appliances, and maxillofacial surgery.

• • Recommendations on structure and meta-tags: A detailed website structure was developed, outlining current and proposed pages, including multi-stage optimization additions. Specific Title and H1 tags were formulated for numerous pages, along with Meta-Description templates emphasizing innovative technologies in dental engineering and a market presence since 2015.

• • Templated internal linking: A clear strategy for internal linking was provided, specifying that keywords highlighted in content should be linked to relevant pages within the website. Queries relevant to the main page found on internal pages should link to the main page.
  • Content enhancements: Recommendations included ordering articles, using keywords in various grammatical forms, and highlighting specific queries for on-page linking. Guidelines for H2 tag usage, including length limits and avoiding H1 overlaps, were also provided. A total of 27.3 thousand characters of content were recommended for articles.

 

• The client received comprehensive documentation, including an Excel file (borodentsem.xlsx) with recommendations for meta-tags and content, and a PDF document (strukt.pdf) detailing the site structure. These files contained all recommendations in a structured and accessible format.
• Proposals for external optimization: A link-building strategy was developed based on competitive analysis, including data on competitors’ domain authority (DA), linking domains, spam scores, and Google index. The strategy also included cost estimates for building a relevant link profile and a recommended number of links, along with a six-month link-building budget.

Result: The client received a complete SEO foundation for subsequent implementation, encompassing a detailed audit (technical, content, and commercial factors), a thoroughly developed semantic core, a revised site structure, a comprehensive meta-tag strategy, and a priority plan for internal optimization and external link building.