A redesign that could reset everything
Dr. Lukashuk's clinic came to us during a redesign. The old site had weak rankings and didn't meet modern search requirements — and a redesign in the YMYL niche always risks resetting even the little that was there.
The «health» niche is YMYL (Your Money or Your Life): Google judges such sites most strictly and demands proven expertise (E-E-A-T). You can't just «move to a new design» — you must carry over and strengthen the semantic and technical foundation.
What had to be done
The primary task was to strengthen the site's index: at the start the site gave search engines a blurry signal and commercial pages didn't gain weight. We began systematically growing content and bringing the new site in line with search requirements.
The goal — hold the top for the clinic's commercial queries (implants, braces, treatment) and make growth resilient to algorithm updates.
How we built search-engine trust
In a YMYL niche, it's not volume that wins but proven expertise and technical cleanliness. So we worked the foundation: index, content, trust — in that order only.
Content for indexing
Systematically grew content, improving indexation and topical coverage across the clinic's services.
Redesign tech base
Brought the new site in line with search requirements so the redesign strengthened, not reset, rankings.
E-E-A-T for medicine
Strengthened expertise and trust signals — critical for YMYL: author, services, reputation.
Commercial pages
Focused on service pages that bring patients and revenue.
Topic clusters
Broke expensive topics (implants, braces, treatment) into full content clusters.
Update resilience
A clean index and strong content gave a safety margin — the site survived updates and COVID.
Top-2 for the most expensive queries
The COVID-19 pandemic hit all of medicine — there was a plateau of about 3 months. But the site survived it without a collapse: resilience in the strict YMYL niche is the best proof of a solid base.
Today, per Serpstat, the clinic holds 195,578 keywords and about 44,862 visits a month, ranking top-2 for «dentistry Kyiv» and «dental implants» — the niche's most expensive, competitive queries. And a sign of the times: 26,714 of the clinic's queries already appear in Google AI answers.
| Start | weak rankings, redesign stage |
| Now | top-2 for commercial queries |
| Keywords in Google | 195,578 (Serpstat) |
| Traffic | ~44,862 visits/mo |
| Plateau | ≈3 months (COVID-19) — survived |
What analytics show today
The Serpstat snapshot shows not a one-off spike but locked-in leadership on expensive commercial dental topics. And the key sign of the times — the clinic is widely present in Google AI answers (26,714 queries in AI Overviews): the patient sees the brand at the very top before the click, which is decisive in medicine.
| Query | Position | Volume |
|---|---|---|
| dentistry kyiv | Top-2 | 5,400 /mo |
| dental implants | Top-2 | 4,400 /mo |
| braces | Top-4 | 14,800 /mo |
| retainers | Top-4 | 12,100 /mo |
| pulpitis | Top-2 | 4,400 /mo |
Source: Serpstat, Google Ukraine database (current snapshot).
Why SEOquick
The project was handled by the SEOquick: Nikolay Shmychkov — SEO strategy (Deputy Director).
What's next
A similar medical case: SEO for a clinic website in Kyiv — the same YMYL approach: technical health, expert content and trust building.
Have a medical site or a redesign coming? Order a YMYL SEO audit — we'll show growth points and redesign risks.