As the La Colline physiotherapy center is located in Geneva, Switzerland and our research offices are based in France, we used VPNs and Swiss search engines throughout the project. This allowed us to arrive at the most reliable audit results possible.
The first step of our audit was to analyze the contents of the existing page of the physiotherapy center on the clinic website:https://www.hirslanden.ch/fr/clinique-la-colline/centres-et-instituts/centre-de-physiotherapie.html. This page containing very few texts (a hundred words) was probably not optimized enough to be well referenced. However, by studying the positioning of the center in the results of the search engines, this page could be found thanks to the general notoriety of the Hirslenden Clinique la Colline site. This notoriety was however not enough to face a very present competition.
In a second step, we sought to know more about the competitors of the physiotherapy center. The sector has proved very competitive. After listing key competitors by researching key terms related to the physiotherapy sector, we looked at the keywords and content they used to build a list of words and content to use.
The main target was already identified: people looking for a physiotherapist in Geneva and surroundings. However, in order to create relevant content for Internet users, we have studied this target to deduce more specific: people in need of rehabilitation, elderly suffering from pain, pregnant women, …
Taking into account the needs, the conclusions of our audit and the budget of the physiotherapy center, the most adapted solution proved to be a site based on the CMS WordPress.
Regarding the graphics of the site, the choice was focused on a premium theme that we have customized. The result is modern, attractive and intuitive. Photos taken by a photographer from the physiotherapists, allow to present visually the world of physiotherapy centers La Colline.
One of the constraints of the project was to give Internet users quick access to useful information from the various centers in order to make an appointment. Many entries allow quick access to different centers. For Internet users a little lost, a store locator allows them to quickly find the center closest to home.
Since this project focuses on natural referencing, it was imperative to put in place a coherent content writing strategy. Based on the existing contents of the center page on the clinic site and on those given by the client, we have optimized the texts of the site. We used the entire lexical field of physiotherapy to position the site on key phrases and offer interesting texts for both users and Google.
To optimize the local SEO of the site, we optimized the Google My Business accounts of each of the centers.
La Colline Physiotherapy Center was already using Adwords campaigns to position itself in Google’s results via an account shared by the entire Clinic. In order to have more control over the campaigns, the center wanted to have its own account. We took care of creating and setting up the account and setting up Adwords campaigns.
We monitor the site (technical update and content) but also Adwords ads so that the site remains in good position against the strong competition in this area of activity.
Date of online publication: 17/09/2018
Technologies: CMS WordPress, HTML, CSS, PHP
Development of a site developed via OpenSource CMS WordPress.
SEO and optimization for search engines.
Integration of the Google Map API.
Development of an antispam solution to protect e-mail addresses of the centers.
Respect W3C certified HTML5 encoding standards
Using Photoshop for visual processing
Using Google fonts
Optimized for different screen sizes
Compatibility with all current browsers