Revolutionizing Organic Growth:
Kaya Skin Clinic's Remarkable Journey to Increase in Monthly Traffic and Surge in Clinic Visits

Background

Kaya Skin Clinic, an international chain that specialises in advanced dermatological solutions for women and men. Committed to comprehensive aesthetic skin care, Kaya has grown to offer its unique experience across 23 clinics covering the UAE, Oman, and KSA. Kaya Skin Clinic is the only brand in its category to win Superbrand status for an unprecedented 11 years in UAE.

Challenge

• Organic traffic was stagnant for more than 3 years
• Overall search universe for services related keywords is low
• Website platform complications made it difficult to implement search engine friendly changes
• Duplicate content across 3 countries

Objective

Double the monthly organic traffic through non-brand category and increase appointments through non-paid channels.

Strategy

After understanding the target audience, our data and research team identified queries that were used at every stage of the consumer journey. The queries were categorised into the following stages:

• Discovery
• Explore
• Consideration
• Appointment

We then Identified touchpoints as below that users would use for each of these stages:

• Website
• Youtube
• Google My business

Implementation

Website Optimization

Technical

• Deciphered platform complications and updated the website code that facilitated SEO friendly changes. This solved a lot of 404 errors, broken links and duplicate meta data issue.
• Implemented hreflang tag across all the country-level folders to solve duplicate content issue.
• Fixed core web vitals that improved website’s speed to a certain extent.
• Integrated appointment forms across all the blog posts to increase leads

Content

• Planned and recommended regular blog posts around informational queries to optimize for long tail queries to increase brand discovery.
• Tweaked treatments and solutions pages content to make it highly intent-based and specific to related queries.
• Integrated videos wherever possible to improve stickiness on the web pages.

Authority

• Capitalized on the existing link opportunities by Identifying and fixing broken inbound links, link texts etc.
• Build backlinks from global as well as regional websites.
• Suggested partnerships with women-centric portals like expatwoman.

Video Optimization:

Google My Business:

• Due to the platform complications and the resulted limitations to implement changes on the website, the team identified GMB as a quick-win touchpoint that could be optimized for increasing appointments or footfalls to the clinics.
• Used its new feature ‘Posts’ to publish offers regularly released by the brand, to improve the quality of the footfalls to the clinic.

Testimonial

"Working with PivotRoots has been an absolute pleasure. From the moment we engaged with them, they went above and beyond to understand our brand and our goals consistently.

Their website management and SEO activities have been instrumental in increasing our online visibility and driving more traffic to the website. Nevertheless, they have been a great help in the process of content planning by giving learning of each month and suggesting based on trends and previous performing content pieces.

What sets PivotRoots apart is their dedication to truly understanding our business needs. They take the time to get to know our brand and our audience and are always working to create strategies that resonate with our target market. PivotRoots contributed so much by being a partner that evolves and adapts to changes of digital that we witness day to day. Never failed to let us down instead they made us realize each dream we had to improve the website features and make new designs for new pages and initiative.

It is great how they are always so responsive and dedicated to the brand requirements and flexible in their approach to meet the target of each initiative.

They are a true partner in every sense of the word, and we look forward to continuing to work with them for many years to come."

Prashant Shekar Achari
Head of Marketing, Kaya Skin Clinic Middle East