When a leading fertility clinic in Indonesia saw its website traffic plummet after Google’s algorithm updates, the challenge was clear: recover lost visibility and rebuild credibility in one of the most sensitive and competitive medical niches online.
The Challenge
Health-related websites are particularly vulnerable to Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) updates. After several algorithm changes, the clinic’s organic visibility dropped sharply, while a key competitor continued to rank higher on critical medical and treatment-related searches.
The goal wasn’t just to regain lost traffic, it was to prove medical authority online while staying fully compliant with Google’s health content standards.
Our Strategy
We implemented a complete SEO and content revamp focusing on:
- Expert-backed content creation: Collaborated directly with certified medical professionals to ensure every article met Google’s quality and expertise standards.
- Technical optimization: Improved crawlability, fixed outdated metadata, and strengthened internal linking to reinforce topical authority.
- E-E-A-T enhancement: Added structured author bios, references, and review systems to build both user and algorithmic trust.
- Resilience planning: Built strategies to minimize future impact from Google updates, emphasizing long-term stability over short spikes.
The Results
Within 6 months, the clinic’s organic traffic increased by 63.3%, closing the gap with competitors and maintaining consistent growth even through another Google update period.
The turnaround showcased that in YMYL (Your Money, Your Life) niches like healthcare, sustainable SEO isn’t about chasing keywords, it’s about demonstrating real-world credibility and expertise online.
