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SEO Results For Motmaina

About the Project

A website specifically designed for Motmaina Clinics, a Saudi chain of clinics specializing in multi-specialty psychiatry. Work on optimizing the website’s search engines continued for six months, and we faced many challenges, which we overcame thanks to the strategy we developed, ultimately achieving the agreed-upon goal.

  • Client: Motmaina Clinics

  • Field: Medical / Clinics chain + training/courses

  • CMS: Custom-built website (proprietary development)

  • Country: Saudi Arabia

  • Work Duration: 6 months

 

The Challenge

Before I started, the website was struggling with:

  • Major technical issues in the sitemap and indexation, which meant many important pages were not being crawled or indexed properly by Google.

  • Weak crawling and inconsistent indexing for key pages such as services, branches, and courses.

  • Poor user experience (UX): navigation was confusing, and users found it difficult to discover services, learn about branches, or complete a booking.

  • Very low organic traffic, with almost no conversions coming from the website.

  • Few online bookings for clinic appointments and very limited course subscriptions generated from site traffic.

  • No clear information architecture for services, doctors, branches, and courses, and most pages lacked strong, conversion-focused content.

 

What did I do?

  • Over six months, I implemented a full SEO and UX improvement plan focused on fixing technical issues and increasing real conversions (bookings and course sign-ups):
  • Performed a technical SEO audit to identify issues in the sitemap, robots.txt, indexation, and internal linking, then worked with the development team to fix them.
  • Collaborated closely with the development team to improve site performance, code quality, and page speed, ensuring the custom-built platform could support SEO best practices as much as possible.
  • Rebuilt and cleaned up the XML sitemap to ensure all key service, branch, and course pages were included and submitted correctly to Google Search Console.
  • Resolved indexation problems by improving internal linking, handling canonical tags, and removing or merging low-value or duplicate pages.
  • Redesigned the site structure around clear sections for services, branches, doctors, and courses, making it easier for both users and search engines to navigate.
  • Worked on UX improvements: simplified navigation, clarified page layouts, and made “Book an appointment” and “Enroll in a course” calls-to-action more visible and accessible.
  • Developed a content strategy and editorial plan for the blog, focusing on topics that attract qualified organic traffic and guide users toward booking appointments or subscribing to courses.
  • Optimized key pages (home, services, branches, courses, blog) with better titles, meta descriptions, headings, and on-page content aligned with user search intent.
  • Created and refined content for services and courses using clear, reassuring language, with FAQs and internal links to related pages to keep users engaged and move them towards conversion.
  • Improved page speed and mobile responsiveness, which are critical for healthcare users who often browse and book from their phones.
  • Set up tracking for appointment bookings, contact form submissions, and course enrollments, then continuously monitored performance in Google Search Console and analytics tools to adjust the strategy based on real data.

 

Results in Numbers

During the first six months of operation, we achieved the following:

Indexing and Impressions:

A significant increase in the number of indexed pages, particularly for core services, branches, and training courses.

Significant growth in impressions and clicks on branded and non-branded search terms related to services and clinics.

Organic Visits:

Organic visits increased by approximately 70%.

Bookings and Conversions:

Online appointment bookings from organic visits increased by 120%.

Course subscriptions and inquiries from the website showed a clear increase compared to the period before the optimization.

Overall, the website transformed from a low-impression, low-conversion-rate tool into a consistent channel for new patient bookings and course enrollments.

My comment on the project

The key to this project’s success was treating it as more than just ranking for keywords. The focus was on:

  • Fixing the critical technical foundations: sitemap, indexation, internal linking, and page structure.

  • Improving user experience so that visitors could easily understand what the clinics offer and how to book or enroll.

  • Building clear, trustworthy content for services and courses, tailored to real patient and learner questions.

  • Using data from Search Console and analytics to iterate continuously, rather than treating SEO as a one-time setup.