A fictional business. The figures are a modelled scenario, not a client result.
23:04Stage W· Lights out
Dremka Sleep Lab — Private sleep clinic · Sofia
+214%
booked sleep studies from search over 9 months · modelled
00:41N1· The challenge
Patients searched for sleep studies at night, on mobile, and landed on hospital directories. Dremka had no map-pack presence outside its own street.
Dremka runs two monitored beds in Lozenets and a home-test service. Its doctors were excellent; its search presence was a single street wide. Anyone typing “sleep apnoea test” from Mladost or Lyulin at one in the morning was shown hospital directories with three-month waiting lists, and a phone number nobody would answer until nine.
The brief was not “more traffic”. It was: be the calm, obvious answer at the exact moment a tired person finally decides to do something about it.
02:10N3· Deep diagnosis
GBP completeness
41%
after: 98%
Pages with medical schema
0%
after: 100%
Citations consistent
33%
after: 96%
Mobile LCP under 2.5 s
0%
after: 100%
03:32REM· The strategy
Built on our Local plan (Local SEO): win the map pack first, make every page legible to Google as medical fact, then widen the radius district by district.
Rx 01
Re-categorised as Sleep clinic with Neurologist and Medical diagnostic imaging centre as secondaries; 11 services with prices, booking URL, 38 photos of the actual beds and equipment, weekly posts.
At 1 a.m. nobody scrolls the organic results. The map pack is the decision.
Profile completeness 41% → 98%
Rx 02
MedicalClinic, Physician and MedicalTest markup across every page, plus crawlable doctor profiles with credentials, so Google can trust a health page under YMYL rules.
Structured data turns a clinic page into a fact Google can quote: test, price, who performs it.
14 of 14 pages valid in Rich Results Test
Rx 03
A gentle SMS the morning after each study — sent when patients are awake and relieved — with a direct review link. Every review answered within 48 hours, by a clinician.
Fresh, steady reviews are among the strongest local ranking signals, and the first thing a tired patient reads.
0.5 → 18 reviews a month
Rx 04
Eight pages for the districts patients actually travel from — directions, parking, metro stop, typical wait — in Bulgarian and English, each linked from the profile's services.
Proximity can't be changed, but relevance per district can; it widened the pack radius from one street to the city.
8 districts, 16 pages
beforeafter 9 months
05:06N2· 9 months, one night
Month 1Lights out
Audit, GBP re-categorisation, citation clean-up across 27 directories, tracking for 48 keywords.
21% pack · 15 bookings
Month 2Falling asleep
Medical schema on all 14 pages; doctor profiles; morning-after review SMS goes live.
26% pack · 17 bookings
Month 3Deep work
Mobile rebuild of booking: LCP 5.8 s → 1.9 s, one-thumb date picker, click-to-call after hours.
33% pack · 21 bookings
Month 4Deep work
First four neighbourhood pages (Lozenets, Oborishte, Studentski grad, Vitosha) in BG + EN.
41% pack · 25 bookings
Month 5First REM
Condition pages: sleep apnoea, insomnia, narcolepsy, children's sleep — each tied to a MedicalTest.
49% pack · 30 bookings
Month 6Dreaming
Remaining four districts; weekly GBP posts; Q&A seeded with real patient questions.
56% pack · 34 bookings
Month 7Light sleep
Local links: two pharmacy partners, a university sleep-hygiene guide, a CPAP supplier directory.
62% pack · 38 bookings
Month 8Stirring
Review replies audited; photo refresh; home sleep test service added to GBP and schema.
67% pack · 41 bookings
Month 9Wake
Hand-over: dashboards, review playbook, quarterly content calendar for the team.
71% pack · 44 bookings
06:20REM → W· Results
Map-pack visibility
18% → 71%
Organic bookings / month
14 → 44
Google reviews
23 → 186
Top-3 local keywords
37
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
12 of 48 tracked terms. Monthly volume and positions are modelled.
| Keyword | Volume / mo | Before | After | Where |
|---|---|---|---|---|
| сънна апнея изследване | 1,300 | 34 | 2 | Organic |
| snoring clinic near me | 1,600 | — | 3 | Map pack |
| sleep apnoea test sofia | 880 | — | 1 | Map pack |
| sleep study sofia | 590 | 28 | 1 | Map pack |
| сомнолог софия | 480 | 22 | 1 | Map pack |
| insomnia doctor sofia | 390 | 47 | 3 | Organic |
| home sleep test sofia | 260 | — | 2 | Organic |
| polysomnography sofia | 210 | 19 | 1 | Organic |
| sleep clinic lozenets | 140 | 9 | 1 | Map pack |
| children's sleep study sofia | 110 | — | 3 | Organic |
| cpap titration sofia | 90 | 15 | 2 | Organic |
| sleep apnoea test mladost | 70 | — | 1 | Map pack |
07:00 · Wake
Be the answer when your customers finally search — whatever the hour.
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