SEO Case Study forENT Doctor
Dr Manali Kakadia is a rhinoplasty specialist and ENT surgeon in Rajkot. We rebuilt her search presence around the treatments patients actually look for: on her website, in her content and on her Google Business Profile. She now appears in the top three on Google Maps for the procedures that matter most to her practice.
What This SEO Work Was Designed to Deliver
Patients rarely search for "ENT doctor" when they already know what they need. They search for the procedure. The aim was to get her website, drmanalikakadia.com, and her Google Business Profile found for those procedures, in Google Search and on Google Maps, in Rajkot and beyond.
| Objective | What it means in practice |
|---|---|
| Treatment visibility | Rank in Google Search and Google Maps for specific procedures such as rhinoplasty, septoplasty, FESS and tongue-tie release. |
| Answer patient questions | Publish clear, doctor-approved content on cost, recovery and suitability, so patients find answers on drmanalikakadia.com instead of a competitor's site. |
| A complete Google profile | A Google Business Profile that shows who the surgeon is, what she treats and how to reach the clinic near Astron Chowk. |
| Reach beyond Rajkot | Help patients from Ahmedabad and Kutch, who travel for rhinoplasty and sinus surgery, find the right information before they book. |
What Made This Project Challenging
ENT is a broad speciality, and the most valuable searches are narrow. Three things had to be solved together.
A broad speciality, very specific searches
From ear infections to thyroid surgery, an ENT surgeon treats dozens of conditions. A single "ENT services" page can't rank for rhinoplasty, septoplasty and sinus surgery at once.
Why it mattered: the procedures patients plan and travel for are where a specialist is chosen.
Competing with hospitals
For broad searches like "ENT surgeon Rajkot", results are crowded with hospitals and multi-doctor clinics that have long-established websites and listings.
Why it mattered: an individual surgeon wins on relevance to a procedure, not on size.
Patients from other cities
Rhinoplasty and sinus patients often travel from Ahmedabad or Kutch. They need to understand the procedure, recovery and consultation process before they make the trip.
Why it mattered: trust has to be built online, long before the first visit.
How We Achieved the Results
Rankings came from three pieces of work done together: the website, the content and the Google Business Profile. Here is each step, with what changed.
Website SEO
- Step 01
Map the procedures patients search for
We listed every treatment the practice performs and matched each one to how patients search in Gujarat, so every important search had one page built to rank for it.
- Procedure searches such as "rhinoplasty in Rajkot", "septoplasty Rajkot", "FESS treatment Rajkot" and "tongue tie release treatment Rajkot"
- One search, one page, so pages don't compete with each other
- City modifiers for Rajkot, Ahmedabad and Kutch
Keyword researchSearch intentKeyword mapping
Each treatment search mapped to its own page. - Step 02
Give every treatment its own page
The website is organised into four treatment groups with 26 dedicated pages, each explaining the procedure, who it suits and how to book.
- Rhinoplasty: cosmetic, functional, septorhinoplasty, reconstructive
- Nose corrections: wide nose, nose tip, hump reduction, crooked nose, congenital deformity
- Nose & sinus ENT: septoplasty, FESS, sinusitis, nasal polyps, nosebleeds and more
- ENT consultation: ear, throat, tonsils, thyroid, tongue-tie release and more
26 treatment pagesSite structure
The Services menu: four groups, 26 treatment pages. - Step 03
On-page SEO on every page
Each page was optimised so Google understands exactly which treatment and which city it covers, and so patients can act straight away.
- Titles, meta descriptions and headings written around the target search
- Patient FAQs on cost, recovery, breathing, revision rhinoplasty and booking
- Internal links between related treatments, articles and location pages
- Call and WhatsApp buttons plus "Book Consultation" on every page
Meta tagsFAQsInternal linking
A treatment page with patient FAQs and booking buttons. - Step 04
Location pages for Ahmedabad and Kutch
Location pages for Rajkot, Ahmedabad and Kutch explain how patients from each area can arrange a consultation and plan surgery, so people who travel for a specialist find relevant information first.
- 3 location pages: Rajkot, Ahmedabad, Kutch
- Local consultation points: Civil, V.S. and L.G. hospitals in Ahmedabad; Bhuj and Gandhidham in Kutch
- Local questions answered: recovery in Kutch's heat and dust, timing surgery around Navratri and weddings, advice for NRI patients
- Linked to the relevant treatment pages
Location pagesTravelling patients
Location pages for patients across Gujarat.
Content & Blog
- Step 05
Publish articles patients actually search for
We publish regular articles that answer the questions patients ask before choosing a surgeon. Each one targets a specific search and links back to the matching treatment page. Between 27 July and 25 September 2026 we published 34 articles: 13 on rhinoplasty and nose shape, 9 on nose and sinus problems and 12 on ear, throat and general ENT care. They include:
- Rhinoplasty in Rajkot: 7 Important Things You Need to Know
- FESS in Rajkot: Things to Know About Sinus Surgery
- Deviated Septum Treatment in Rajkot: Symptoms & Treatment Options
- Nose Hump Reduction in Rajkot: 7 Essential Facts & Recovery
- When to Visit an ENT Specialist: 10 Important Warning Signs
Blog strategyTopical authorityDoctor-approved
Treatment articles on the practice's blog.
Google Business Profile
- Step 06
Update the profile name and categories
The profile now shows her speciality at a glance, so patients searching for a nose surgeon immediately see what she does.
- Name updated to "Dr Manali Kakadia – Rhinoplasty and ENT Surgeon"
- Primary and secondary categories chosen to match ENT and nose surgery
- Description rewritten around her main treatments and the areas she serves
Business nameCategoriesDescription
The updated profile name and category. - Step 07
Add every treatment as a service
Each procedure was added to the profile's services list with a short description, matching the pages on the website. This helps Google connect the profile to searches such as "septoplasty Rajkot" and "FESS treatment Rajkot".
- Primary category: ENT Specialist
- Named services such as Deviated Septum Surgery / Septoplasty, Functional Endoscopic Sinus Surgery, Nasal Blockage Treatment, Sinus Treatment and Nasal Polyp Treatment
- A plain-language description for each service, explaining who it helps
ServicesService descriptions
Treatments added as services on the profile. - Step 08
Add real photos of the surgeon at work
Patients choosing a surgeon want to see who will operate on them. We added genuine photos from her operating theatre and clinic, so the profile shows real expertise rather than stock images.
- Dr Manali in surgery, with her operating team
- ENT equipment such as the operating microscope and endoscopy set-up
- Viewed by patients: the top photo alone has 657 views
Real photosTrust signals
Operating-theatre photos on her profile, with view counts. - Step 09
Post regular updates
Regular Google posts keep the profile fresh and give patients another way into the website. Each post covers one treatment and links to its page.
- One treatment per post, such as "Ear Infection Treatment in Rajkot" (29 September 2026)
- A branded graphic with the doctor's name and the treatment
- A short summary and a "Learn more" button linking to the matching article
Google postsConsistency
Treatment updates posted on the profile. - Step 10
Build genuine reviews and consistent details
Reviews and accurate details are what make patients trust a listing, and they help Google trust it too.
- A 5.0★ rating from genuine patient reviews
- Patients invited to review after their visit, with no incentives. Recent reviews mention specific treatments such as rhinoplasty and ear infection care, which reinforces what the profile ranks for
- Same name and address on the website and the profile
- Website, call and directions links checked and working
Reviews5.0★ ratingNAP consistency
A 5.0★ rating, with reviews that mention specific treatments.
Top 3 on Google for the Procedures That Matter
Four of the five treatment searches we track now show the practice in the top three map results, and the website ranks on page one for rhinoplasty in Rajkot. Click any search to see today's live result.
Treatment searchGoogle Maps
- Rhinoplasty in Rajkot#3
- Septoplasty Rajkot#3
- FESS treatment Rajkot#2
- Tongue tie release treatment Rajkot#2
- ENT surgeon Rajkot#10
Website searchGoogle organic
Positions checked on 11 October 2026, excluding ads. Results change with the searcher's location and device.
For a specialist surgeon, ranking for the procedure beats ranking for the speciality. Treatment pages, helpful articles and a complete Google profile work together: hospitals still own "ENT surgeon Rajkot", but patients searching for rhinoplasty or sinus surgery now find Dr Kakadia first.
What were the main results?
The practice reached Google Maps position 2 for FESS treatment and tongue-tie release in Rajkot, and position 3 for rhinoplasty and septoplasty. The website ranks 4th in Google's organic results for "rhinoplasty in Rajkot". All positions were checked on 11 October 2026.
What SEO work did you do?
Three things together: website SEO (keyword mapping, 26 treatment pages, on-page optimisation and location pages), a regular blog of treatment articles, and a fully optimised Google Business Profile with services, photos, posts and reviews.
Why focus on treatment searches instead of "ENT surgeon"?
Patients who search for a specific procedure usually know what they need and are closer to booking. These searches are also less dominated by large hospitals than broad speciality terms.
Why is "ENT surgeon Rajkot" only at position 10?
Broad speciality searches are crowded with hospitals and long-established clinics. It remains a target, but the procedure searches bring more relevant patients sooner.
Does this approach work for other specialists?
Yes. Dentists, dermatologists, orthopaedic surgeons and other specialists can use the same structure: one clear page per procedure, helpful articles, a complete Google Business Profile and genuine reviews.
How do you keep healthcare marketing compliant?
Content describes procedures factually, avoids outcome guarantees and "best doctor" claims, and is approved by the doctor. Reviews come only from real patients, and replies never discuss a patient's treatment.
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