SEO case study · Dental e-commerce
From page 7 to Google's answer box.
How healix.in broke into a 100%-competition endodontics niche — climbing past Dentalkart, Amazon and Dentsply to win the featured snippet, the #1 organic spot, and a citation inside Google's AI Overview.
- 13
- keywords in Google #1–3
- +30.5
- avg. position gain
- #70 → #5
- “rotary files”
- Client
- Healix — endodontic instruments & NiTi rotary files
- Scope
- 52 keywords · product, content & technical SEO
- Tools
- Search Console · TrueRanker · GTmetrix · Ahrefs
The challenge
A small brand on a page dominated by giants.
Every core term Healix wanted — “rotary files”, “gold rotary files”, product-model searches — returned a first page owned by marketplaces (Dentalkart, Amazon), global manufacturers (Dentsply, Coltene, Waldent) and authority sources like NCBI. Keyword competition: 100%.
The approach
How the results were built.
- 01
Answer-first product content
Rewrote product and category pages to directly answer buyer and clinical questions — the copy that later earned the featured snippet and the AI Overview citation.
- 02
Keyword & SERP targeting
Mapped 52 commercial and informational terms, prioritising high-intent queries like “rotary files” and specific product-model searches over vanity volume.
- 03
On-page & structured data
Tightened titles, meta descriptions and headings, and used product schema so listings surfaced with price and in-stock signals directly in search.
- 04
Technical & Core Web Vitals
Optimised load and stability to a Grade-A / 100% performance profile, keeping the site fast enough to defend rankings once they were won.
The results
What moved.
- +30.5
- average position gained
- #5
- for “rotary files”
- 13
- keywords in positions #1–3
- 25 ↑ / 1 ↓
- keywords up vs. down
- Snippet
- owns the featured snippet
- AI Overview
- cited as a source
across all 52 tracked keywords
up 65 places · 1,300 searches/mo
in the tracked period
“conmem gold pro rotary files”
for “rotary files”
Where the ranking keywords sit
TrueRanker position distribution for healix.in, Aug 2023.
View data table
| Item | Keywords |
|---|---|
| #1–3 | 13 |
| #4–10 | 5 |
| #11–20 | 2 |
| #21–100 | 21 |
Speed that search engines reward
GTmetrix report for healix.in (Chrome desktop).
- A
- GTmetrix grade
- 100%
- Performance
- 95%
- Structure
- 615 ms
- LCP
- 13 ms
- Total blocking time
- 0.01
- CLS
The proof
Straight from the dashboards.
Unedited report screenshots — tap any image to view it full size.