300 indexable words turned into 6,171 — plus nine procedure pages at US standard

The problem

The old PHP site gave Google almost nothing to read: procedure content only entered the page when an accordion opened, and was truncated on top of that. The result was roughly 300 indexable words on the site's most strategic page — in a field where US peers publish 2,000-word pages per procedure.

Stack

Services involved

• Marketing & editorial sites
• SEO & visibility

What we did

• Accordion content made permanently present in the document: the procedures page goes from around 300 to 6,171 indexable words, with no change to the visual experience.
• Nine procedure pages written at 1,500 to 2,100 words each, in French, English and Arabic, with MedicalProcedure, FAQPage and breadcrumb structured data.
• Complete English and Arabic translations of all 24 procedures: no French fallback left anywhere.
• 51 MB of before/after photos converted to WebP and brought down to 4.9 MB, keeping the originals needed for share images.
• Editorial clean-up: unsourced testimonials and unverifiable average ratings removed, replaced by figures that can actually be checked.
• Hardened contact form: honeypot, per-IP rate limiting, HTML escaping and email validation.
• A dedicated international-patients page, floating WhatsApp, and a separate HTTPS preview for the surgeon to sign off before any switch.