A dental clinic relaunched on its service and price pages, and the clicks came back.

Marco Dental Tourism is a Belgrade clinic treating patients who travel in from the region and abroad - implants, All-on-4 and All-on-6, crowns, veneers, Hollywood smile - in Serbian and English. I am its technical lead. By 2026 the site had lost most of its Google traffic: the losses were almost entirely general health articles that drew readers from the whole region and never became patients, while the service pages that bring enquiries had never ranked.

The September 2026 relaunch moved the weight onto the pages that sell. Next.js 16 with App Router and next-intl: Serbian unprefixed, English under /en with its own translated URLs, both derived from one routing map that also drives the hreflang on every page and the sitemap, so the two can no longer disagree. Each service got a hub and, where people search for a price, its own price page - dental implants, All-on-4, All-on-6, fixed braces, Hollywood smile - in both languages, using only prices the clinic already publishes. Crowns became a cluster of metal-free, zirconium and metal-ceramic pages.

The structured data was rebuilt: Google had been reading the services as shop products and a "2.500" price as 2.50 euros. Now each service carries a correct Service and Offer, the practice its opening hours, address and founder, every post its date and a credited author. The blog was pruned from 171 posts to 88 - the removed posts had made eight clicks in 28 days - and the English blog became a cluster of guides that link down to the English service pages.

Measured: 156 URLs. In the four full weeks to 18 October 2026 Google sent 1,248 clicks, against 784 in the four weeks before - a 59% rise. Brand searches lead that traffic, which is the honest reading: the clinic’s name is doing much of the work, and the service and price pages are the part that is new.