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SEM ROI
Case study · Digital transformation

From 50 clicks a day to over 1,000 a day

An Antalya dental clinic with a slow site and no search visibility. We rebuilt the brand and the site, and tied SEO, Ads and leads to one CRM.

Client
Myra Dental
Sector
Healthcare · Dental
Market
Antalya, Türkiye
Timeline
Jan 2024 – Aug 2025
Our roles
SEO strategy, brand consulting, technical project management, CMS product management
  • Rebrand
  • Replatform
  • SEO & content
  • Google Ads
  • Lead generation
  • CRM integration
organic clicks a day, up from about 50
1,000+
search impressions and 144.7K clicks, Jun–Oct 2025
11.5M
organic keywords ranking
14,900
keywords in the top 3
846
to recover traffic after the CMS migration
1 month

Sources: Google Search Console (Aug 2025 clicks; 17 Jun – 29 Oct 2025 totals, avg. position 7.2), Semrush (keywords)

The challenge

A strong clinic with almost no digital presence

Myra Dental specialises in cosmetic dentistry in Antalya. Its website didn't reflect its care, and patients searching online couldn't find it.

Goals we agreed
  • Top 3 positions for core treatment keywords846 in top 3
  • Migrate with under 10% traffic loss, recover within a monthRecovered in 1 month
  • Slow, outdated platform

    A WordPress site weighed down by outdated plugins and poor performance.

  • Weak site structure

    No internal linking strategy and a navigation that patients struggled to use.

  • Keyword cannibalisation

    Several pages competed for the same search intent and diluted each other.

  • Near-zero visibility

    Almost no organic presence, few online enquiries and untracked marketing spend.

What we did

Six workstreams, run as one project

Each phase was planned so the next could build on it: search authority first, then the brand, then the platform, then paid media and lead capture on top.

Project timeline18 months
01SEO & contentJan 2024 – ongoing
  1. SEO & contentJan 2024 – ongoing

    Technical SEO and topical authority

    • A full technical audit of the WordPress site. Broken redirects, broken links and slow pages were fixed first.
    • A topical cluster strategy: hundreds of informative articles supporting each treatment page, checked by the clinic’s dentists.
    14,900organic keywords ranking
  2. RebrandApr – Jul 2024

    A brand the clinic could grow into

    • We led the brand project with an external identity specialist, from positioning through to visual identity.
    • Delivered a complete brand book used across the website, ads and clinic materials.
    Brand booklogo, colour, type, photography and tone of voice
  3. ReplatformAug 2024 – Feb 2025

    From WordPress to a custom Payload CMS

    • Replaced a plugin-heavy WordPress install with a custom-built Payload CMS and a fast front end.
    • An SEO-led migration: URL structure preserved, every page mapped with 301 redirects, rankings monitored daily through launch.
    1 monthto return to the pre-migration traffic peak
  4. Google AdsOct 2024 – ongoing

    Paid search built around treatments

    • Rebuilt the account around individual treatments such as implants, zirconia crowns and smile design, each with its own landing page.
    • Qualified consultations are imported from the CRM as offline conversions, so bidding optimises towards booked patients.
    −41%cost per qualified lead
  5. Lead generationFeb 2025 – ongoing

    A clear next step on every page

    • Consultation form, WhatsApp and click-to-call on every treatment page, plus a downloadable treatment price guide.
    • Forms and page layouts A/B tested on the new CMS.
    3.4×monthly consultation requests
  6. CRM integrationMar 2025 – ongoing

    One record for every patient enquiry

    • Forms, calls and WhatsApp messages flow into the CRM with source, campaign and keyword attached.
    • Automatic routing and follow-up reminders for the patient coordinators.
    100%of enquiries attributed to a source
01SEO & contentJan 2024 – ongoing

Technical SEO and topical authority

  • A full technical audit of the WordPress site. Broken redirects, broken links and slow pages were fixed first.
  • A topical cluster strategy: hundreds of informative articles supporting each treatment page, checked by the clinic’s dentists.
14,900organic keywords ranking
02RebrandApr – Jul 2024

A brand the clinic could grow into

  • We led the brand project with an external identity specialist, from positioning through to visual identity.
  • Delivered a complete brand book used across the website, ads and clinic materials.
Brand booklogo, colour, type, photography and tone of voice
03ReplatformAug 2024 – Feb 2025

From WordPress to a custom Payload CMS

  • Replaced a plugin-heavy WordPress install with a custom-built Payload CMS and a fast front end.
  • An SEO-led migration: URL structure preserved, every page mapped with 301 redirects, rankings monitored daily through launch.
1 monthto return to the pre-migration traffic peak
04Google AdsOct 2024 – ongoing

Paid search built around treatments

  • Rebuilt the account around individual treatments such as implants, zirconia crowns and smile design, each with its own landing page.
  • Qualified consultations are imported from the CRM as offline conversions, so bidding optimises towards booked patients.
−41%cost per qualified lead
05Lead generationFeb 2025 – ongoing

A clear next step on every page

  • Consultation form, WhatsApp and click-to-call on every treatment page, plus a downloadable treatment price guide.
  • Forms and page layouts A/B tested on the new CMS.
3.4×monthly consultation requests
06CRM integrationMar 2025 – ongoing

One record for every patient enquiry

  • Forms, calls and WhatsApp messages flow into the CRM with source, campaign and keyword attached.
  • Automatic routing and follow-up reminders for the patient coordinators.
100%of enquiries attributed to a source
Organic growth

Estimated monthly organic traffic, Jan 2024 – Aug 2025

The replatform caused a short dip. Traffic was back at its pre-migration peak within a month and kept climbing.

141,500 / month (Semrush est.)

Line chart of Semrush's estimated monthly organic traffic: about 300 in January 2024 to 141,500 in August 2025, with a short dip after the February 2025 CMS migration.
  • New brand launched
  • Payload CMS live · recovered in 1 month

Source: Semrush organic traffic estimate

Rankings

Top three for the searches that bring patients

The commercial terms that matter most to a clinic in Antalya now rank first or second.

keywords in the top 3
846
est. monthly visits from those keywords (Semrush)
74K
backlinks from 450 domains
902
Semrush Authority Score
16
Google.com.tr positionsAugust 2025
antalya özel diş klinikleri
private dental clinics antalya
#1
implant tedavisi antalya
implant treatment antalya
#1
diş kliniği antalya
dental clinic antalya
#2
antalya kanal tedavisi
root canal treatment antalya
#2
antalya diş polikliniği
dental polyclinic antalya
Top 3

What we learned

  1. Integrated work compounds

    SEO alone would not have produced this. Brand, content, technology and paid media were planned together, and each made the others more effective.

  2. Topical authority pays off

    In a competitive health market, covering each treatment in depth did more than chasing individual keywords.

  3. The platform is part of the strategy

    The custom CMS paid back in speed, security and editorial control. Leading the migration with SEO removed the usual relaunch risk.

Planning a rebrand, a replatform or both?

Tell us where you are today. We'll come back with a phased plan covering brand, website, search and lead capture.

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