![+35% Top 3 Rankings for an IVF Clinic [Case Study]](/_astro/1-a559192f.pAFBET-7.webp)
In many SEO projects we work with industries that need far more than standard optimisation and content work. These are areas where what matters most isn't just search visibility, but above all user trust, information quality and compliance with the highest expert standards. We run projects in such sensitive industries as a marketing agency, combining SEO with communication that has to meet legal and ethical requirements.
Medicine is one such sector, and fertility treatment in particular: a field where users' decisions are not just financial but also emotional and life-changing. The diagnostic and treatment process is complex, long and requires the support of a team of specialists and the use of advanced medical technology.
Goals and challenges:
Fertility treatment is one of the most demanding areas for SEO, both in terms of competitiveness and the need to build user trust. The main challenge was the site's limited visibility for high-intent keywords directly tied to the clinic's services, while facing strong competition from other clinics and medical portals. The goal was therefore not just to increase organic traffic, but above all to reach potential patients who were genuinely interested in treatment and to support their decision-making with visibility on key queries and high-quality expert content.
KPIs:
We started SEO work for Artvimed in September 2024, focusing on increasing the site's visibility, growing organic traffic and supporting the promotion of the government's IVF refund scheme for 2024-2028. The goal we agreed on wasn't just to improve rankings for key phrases, but above all to reach patients genuinely interested in treatment. The strategy delivered a steady rise in visibility and organic sessions, along with effective support for promoting the scheme, which translated into meeting the agreed KPIs for acquiring new patients.
Using AI in the SEO strategy:
In delivering the SEO work, we used AI-based solutions that increased the effectiveness of optimisation and helped match content more closely to user intent. AI supported the process of creating and optimising meta tags and content, which made it possible to scale the work while keeping communication high-quality and consistent.
On top of that, using embedding models made it possible to better understand the relationships between user queries and the site's content. This allowed us to increase visibility for a wide range of related keywords and reach potential patients more effectively.
Visibility growth:
| artvimed.pl | 1 Sep 2024 | March 2026 | Change (%) |
|---|---|---|---|
| Top 3 | 162 | 220 | ~35% |
| Top 10 | 577 | 746 | ~29% |
Below is a chart showing the Top 3 and Top 10 keyword visibility in Google's organic search results:
Presence in AI Overview:
The rise in the site's visibility, driven by the content work, also boosted visibility in Google's generative AI Overview results, as shown by the data below:
Below are example keywords, with their search potential, that generate visibility in AI Overview:
| Keyword | Search potential |
|---|---|
| adenomioza objawy (adenomyosis symptoms) | 480 |
| oocyt (oocyte) | 880 |
| adenomioza (adenomyosis) | 4.400 |
| blastocysta (blastocyst) | 1.600 |
| pęcherzyk graafa (Graafian follicle) | 1.600 |
| in vitro | 12.100 |
| biopsja endometrium (endometrial biopsy) | 1.600 |
| rezerwa jajnikowa (ovarian reserve) | 1.300 |
| azoospermia | 1.900 |
Growth in organic sessions:
The dynamic growth in organic traffic visible on the chart shows how effectively the SEO strategy translated into greater visibility for the client's site. In the final phase of the period, growth clearly accelerates, confirming that the results were scaling up and that the site's dominance in search results was increasing. Despite a brief dip at the end, the trend is clear: the site reached a higher level of visibility and now generates significantly more traffic than at the start of the partnership.
Building domain authority:
The parallel growth in Domain Rating and the number of referring domains visible on the chart shows how effectively the link-building strategy translated into steadily strengthening the site's authority. The particularly dynamic growth in the middle and final phases of the period confirms that the work was scaling up and that the domain's strength in a competitive environment was increasing. The result is not just improved SEO metrics, but above all a stable foundation for further growth in visibility and organic traffic.
Keywords in the Top 10:
Below are example keywords in the Top 10 of Google's search results with high search potential:
Keywords in the Top 10 for service pages:
Below are example keywords in the Top 10 of Google's search results with high search potential for service pages:
SEO strategy and analysis
The first stage was a detailed SEO audit, which identified the key barriers to growth and the areas with the greatest potential. Based on this, we developed a long-term SEO strategy that took into account the specifics of the medical industry, user intent and the client's business goals.
Content development and optimisation
A key part of the work was optimising and expanding content based on an analysis of user queries. Among other things, we implemented solutions supporting content semantics, such as dedicated topic dictionaries, which made it possible to better match content to search engine requirements and increase visibility for a wide range of keywords related to fertility treatment.
Link building and authority building
In parallel, we ran a link-building strategy aimed at steadily increasing domain authority. Acquiring quality links supported the site's visibility in a competitive environment and strengthened its credibility in a YMYL industry.
Technical optimisation and performance
The work also included improving the site's technical aspects, including page performance optimisation. This improved not only the user experience but also how the site was assessed by search engine algorithms, which led to further growth in visibility.
Summary:
The Artvimed case study shows how important it is, in demanding industries like medicine, to combine a well-thought-out SEO strategy with consistent, data-driven execution. The growth in visibility for key phrases, the significant improvement in Top 3 rankings and the support given to promoting the IVF refund scheme are all the result of work focused not just on traffic, but above all on users' real needs. The project confirms that properly planned SEO can effectively support business growth, increase the number of enquiries and build a long-term competitive advantage.
