Dermatology clinic — SEO centered on treatment pages

A local dermatology clinic with carefully-written treatment information. Search engines couldn't distinguish the pages, so prospective patients struggled to find them.

SEO for a medical institution like a dermatology clinic works a bit differently from a regular business. Medical advertising law constrains what you can say, and patients overwhelmingly search in a "location + procedure name" pattern, so the core of the work is building a structure where each procedure page cleanly owns a distinct search intent. Medical institutions also have dedicated structured data types — MedicalClinic, MedicalProcedure — so you can send richer signals to search engines and AI than a regular business can.

This dermatology clinic had its content side carefully put together — procedure information, doctor profiles, opening hours, all in place. But once we looked at how search engines were taking it in, the site was losing ground in several spots.

The first thing we found was that metadata across procedure pages wasn't consistent. Some procedure pages had the procedure name in the title; others still had the site-wide default title; others had the procedure name but no location info. From a patient's perspective, a search for "Gangnam botox" needs to match cleanly to the clinic's botox page — but the keyword signals were scattered page by page.

There was no location + procedure keyword combination strategy. Every procedure page emphasised only the procedure name, so location-based search visibility was weak. For a dermatology clinic — where patients almost always book appointments in their own neighbourhood — location matching is enormously important, and it was missing.

Medical-institution-specific structured data (MedicalClinic, MedicalProcedure) wasn't applied either. Generic Organization schema works, but medical institutions have specialised fields like opening hours, medical specialty, and payment methods — using MedicalClinic schema lets you transmit much richer signals.

We also flagged some wording that needed a medical advertising law review. Expressions like "the best", "the only", and "complete cure" can be risky under the Korea Medical Advertising Review Committee's guidelines, so alongside the SEO work, we did a separate language pass. That isn't directly tied to search visibility, but for a medical institution it's something you have to clean up in parallel.

The work started with the procedure page metadata. We unified titles in the format "{procedure name} | {location} dermatology clinic | {clinic name}", and built the meta description to auto-assemble the procedure's core information, location, and opening hours. With this structure, any keyword combination a patient might search lands on the right procedure page.

Next was location + procedure keyword mapping. We adjusted each procedure page so that the location name appears naturally in the H1, H2, and the opening paragraph of the body — phrasing like "Seocho-gu botox", "Seocho-gu fillers", so each page clearly owns a location + procedure search intent.

For structured data, we placed MedicalClinic JSON-LD in the footer. It includes opening hours (openingHoursSpecification), medical specialty, payment methods, contact details, address, and map coordinates. Each procedure page got MedicalProcedure schema specifying the procedure type, body area, and expected recovery period, along with BreadcrumbList.

The medical advertising law language pass was delivered as a separate document. As SEO drives search visibility up, risky wording carries higher future exposure to regulatory action, so we provided a guide to safer alternative phrasing the clinic could adopt.

Finally, OG and Twitter metadata unification, dynamic sitemap, robots.txt cleanup, and Search Console registration and verification. The directly observable changes were clear. Every procedure page now owns a location + procedure keyword in a separated structure, MedicalClinic and MedicalProcedure schemas pass validation, and the language review guide was delivered alongside — a SEO foundation built to be safe for a medical institution.