Today's lunchbox · SEO case study
a balanced plate for one dietitian
One dietitian, 40 evidence-based articles and a waiting list three months long
Tihomir Nutrition — Solo registered dietitian · Burgas. Bulgaria, Burgas.
Headline portion
+410%
organic sessions
640 → 3,260 · organic sessions / month
The macro ring
How the effort was portioned across the four tactics.
Trust signals Google can verify — the muscle under every ranking.
Client
Tihomir Nutrition
Solo registered dietitian · Burgas
first, read the label
The challenge, and what the audit found
The challenge
A solo practitioner competing with crash-diet blogs and supplement brands had expertise but no content footprint and no way to show credentials to Google.
Health is a Your-Money-or-Your-Life topic: Google weighs who wrote an answer as heavily as the answer itself. A registered dietitian in Burgas had more genuine expertise than every competitor on page one, yet nothing on her site proved it. Meanwhile the pages that ranked for “how to lose weight fast” sold detox teas.
expertise: plenty · evidence of it: none
No author page, no registration number, no credentials anywhere a crawler could read. The About page was a 90-word bio inside an image.
11 indexed pages in total; the blog had 4 posts from 2021, each under 400 words, none answering a question people actually search.
Recipes were PDFs linked from Instagram — zero Recipe markup, zero crawlable ingredients, 3.9 s LCP on mobile from an uncompressed hero video.
Google Business Profile listed as ‘Health food store’, no booking link, hours missing; Burgas queries split between a crash-diet blog and a pharmacy chain.
No email capture. 100% of readers who were not ready to book on the first visit were lost for good.
Competitors held 46 featured snippets for nutrition questions in Bulgarian — mostly supplement brands quoting nobody.
the recipe
Four macros, one balanced strategy
Built on our Content Engine plan (content & ai search): publish what only a clinician can write, mark it up so Google can read the credentials, and keep every reader within one click of a consultation or the newsletter.
Protein — E-E-A-T authorship
A full author page with registration number, degrees, clinical hours and conference talks; Person + MedicalBusiness schema; a named reviewer line and 'last clinically reviewed' date on every article.
Trust signals Google can verify — the muscle under every ranking.
E-E-A-T authorship
30%A full author page with registration number, degrees, clinical hours and conference talks; Person + MedicalBusiness schema; a named reviewer line and 'last clinically reviewed' date on every article.
Recipe schema
35%Recipe schema on 22 recipes with prep time, yield, nutrition per serving and step images drawn as SVG, so every recipe qualified for rich results with ratings off and calories on.
Topic clusters
20%Four clusters — gut health, blood sugar, thyroid, sports nutrition — each with a pillar guide and 8–10 spoke articles, internally linked both ways and mapped to one consultation type.
Newsletter capture
15%A free 7-day meal-plan PDF and a fortnightly 'Burgas Plate' email, offered inline after the second H2 of every article and on recipe print views.
The plan: Content Engine — 40 evidence-based articles across 10 months, each one reviewed and signed by the practitioner.
the meal plan
10 months, course by course
One compartment per month. The tag shows which macro carried the month; the number is articles live at month end.
- M1Mise en place
Audit, keyword map of 1,200 Bulgarian queries, author page and credentials schema shipped.
E-E-A-T authorship3 live - M2Mise en place
Four clusters scoped; pillar briefs written with the dietitian's clinical notes as the source.
Topic clusters7 live - M3Starter
Recipes rebuilt as HTML with Recipe schema; PDF links 301-redirected to the new pages.
Recipe schema11 live - M4Starter
Meal-plan lead magnet and inline signup live; welcome sequence of 4 emails.
Newsletter capture15 live - M5Main
Gut-health and blood-sugar pillars published; first 7 featured snippets captured.
Topic clusters19 live - M6Main
Clinical-review dates and reference lists added to every article; GBP category fixed to Dietitian.
E-E-A-T authorship23 live - M7Main
Thyroid cluster complete; internal links re-woven so every spoke points to a booking type.
Topic clusters28 live - M8Side
Seasonal recipe drop (summer Black Sea produce) earns the image pack on 9 recipe queries.
Recipe schema32 live - M9Side
Newsletter passes 900; a segmented ‘ready to book’ email sends a quarter of all enquiries.
Newsletter capture36 live - M10Dessert
Sports-nutrition cluster lands; 40th article live; booking calendar fills three months ahead.
Topic clusters40 live
what it adds up to
Results, served with the facts
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Nutrition Facts
Serving size 1 month (M10 vs M0)
Amount per serving
Organic sessions / month
+410%
640 → 3,260
* Modelled values for a fictional business.
Nutrition Facts
Serving size 1 month (M10 vs M0)
Amount per serving
Consultation enquiries
+440%
5 → 27 / mo
* Modelled values for a fictional business.
Nutrition Facts
Serving size 10 months, cumulative
Amount per serving
Newsletter subscribers
new
1,140
* Modelled values for a fictional business.
Nutrition Facts
Serving size Held at month 10
Amount per serving
Featured snippets
+19
19
* Modelled values for a fictional business.
Organic sessions / month
640 → 3,260
Featured snippets
19
One square per snippet: question-shaped H2s answered in 40–55 words.
Consultation enquiries
5 → 27 / mo
Newsletter subscribers
1,140
- M10
- M240
- M3110
- M4210
- M5340
- M6490
- M7650
- M8810
- M9980
- M101,140
Keyword plate · Google.bg, Burgas, mobile
| Query (translated) | Searches / mo | Month 0 | Month 10 | Snippet |
|---|---|---|---|---|
| dietitian burgas | 880 | 23 | 1 | — |
| insulin resistance diet plan | 2,400 | — | 3 | Held |
| hashimoto diet what to eat | 1,900 | — | 2 | Held |
| high protein breakfast recipes | 3,600 | — | 5 | — |
| low fodmap meal plan | 1,300 | 61 | 4 | Held |
| how much protein per day | 6,600 | — | 7 | Held |
| pcos nutritionist online | 590 | 48 | 2 | — |
| anti-inflammatory recipes easy | 1,600 | — | 6 | — |
your turn at the table
Get a plan like this
Expertise you already have, portioned into content Google can trust. We start with the same audit and a macro split tuned to your practice.
Leftovers
Browse more modelled scenarios across health & wellness and beyond.