+125% Clicks on Periodontitis Pages: How IMI-EDN Regained SEO Authority and Local Visibility

Executive Summary

IMI-EDN, a prominent group of dental clinics specializing in periodontology, last year faced a sharp decline in online visibility after a drop of traffic and lost ranking positions for periodontology topics. 

By partnering with WordLift, the network implemented a targeted strategy built around structured data, semantic content optimization, and local SEO enhancements. Within months, they saw a complete turnaround: organic clicks on periodontitis-related pages more than doubled (+125%), and the average ranking position improved significantly. This transformation not only recovered lost visibility but positioned IMI-EDN for long-term growth and leadership in their niche.

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About the Brand: IMI-EDN

IMI-EDN, also known as Excellence Dental Network, is a group of highly specialised dental practices founded by Dr. Francesco Saverio Martelli. The network focuses on the non-surgical treatment of periodontitis using a technologically advanced, laser-based approach. It was established in response to a growing need among patients who, each year, traveled from across Italy and abroad to the IRF in Microdentistry in Florence, seeking dental care that met the highest therapeutic and scientific standards.

To make this level of care more accessible, the first PESS dental center opened in Rome in 2007, followed by the launch of additional clinics strategically located across the country. Today, the network is present throughout Italy, offering patients consistent, high-quality treatment closer to home.

The Challenge: Get Back on Top

IMI-EDN experienced a significant decline in organic traffic and keyword rankings, particularly for high-value search terms that had previously driven a steady stream of qualified patient inquiries.

Their presence on Google was slipping, putting brand credibility and patient acquisition at risk. When they reached out to us, they were eager for a clear and effective solution to recover their position and restore growth.

The Results: SEO Growth Focused on What Matters Most — Periodontitis

With a strategic focus on structured data, local SEO, and improved content relevance, IMI-EDN  saw tangible gains in search visibility and user engagement, particularly on the topic that matters most to their practice: periodontitis.

Key Metrics (YoY – Last 3 Months)

• +125.26% increase in organic clicks on periodontitis-related pages.
• +12.3% more impressions — the site is being seen more often in search.
• +75% CTR — more users are choosing to click, signaling improved content relevance and SERP presentation.
• -17% in average position:  — a strong step toward dominating Page 1 for competitive queries like “parodontite”.

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Our Approach: Laying a Foundation for Targeted Visibility

When IMI-EDN came to us, ineffective SEO practices had significantly damaged their online visibility. Our goal was not only to reverse the damage but to rebuild a sustainable and authoritative SEO presence centered on their core expertise: periodontitis care.

1. Rebuilding Authority Through Smart Data Use

Rather than patching technical issues, we took a strategic approach to rebuilding how search engines understand and rank the site. By enhancing how content is structured and connected behind the scenes, we made it easier for Google to identify the site as a trusted source for specialized treatments, such as periodontitis. This foundation set the stage for sustainable growth and better performance across all content.

2. Making Content Work Smarter for the Business

We focused on improving the clarity, relevance, and value of key pages, especially those promoting periodontitis treatments and local clinic services. Location pages were enhanced with helpful FAQs to attract patients, while Google Business Profiles were actively managed to increase visibility in local search results. This content shift made it easier for the right patients to find the right information at the right moment.

3. Anticipating Patient Questions with Strategic Content

Recognizing that many patients turn to search engines with specific health questions, we created and optimized content that answers these queries directly, from “How do you treat periodontitis?” to “Why are my gums hurting?”. This not only increased qualified traffic but also positioned IMI-EDN as a knowledgeable and trustworthy choice for those seeking expert care.

Conclusion & Takeaways

IMI-EDN’s journey demonstrates a clear truth: SEO setbacks can be reversed and transformed into strategic wins — with the right approach.

Key takeaways for healthcare providers and service-based businesses:

• Specialization needs visibility: Dominating SERPs for niche services like periodontitis starts with structured, well-optimized content.
  
• Local SEO drives patient acquisition: Enhancing Google Business Profiles and local content connects clinics to nearby patients actively searching for care.
  
• Structured data fuels discoverability: Markup, FAQs, and entity optimization help search engines understand and rank medical expertise.
  
• Trust can be rebuilt: Even after a huge Google algorithm penalty experience, it’s possible to recover — and grow — through a focused, transparent, and performance-driven SEO strategy.

The success of this partnership is a testament to what’s possible when content, technology, and strategy align.

“After a challenging period, we finally started to see tangible signs of recovery thanks to a focused and well-structured strategy. Traffic to key pages has increased significantly, and we are gradually rebuilding our online visibility. It’s been an important step in the right direction.”

Margherita Martelli – Marketing Manager at IMI – EDN