CASE STUDY

Healthcare client

Summary

Content-driven strategy of creating layman-friendly and comprehensive doctor vetted health library boosted traffic by 85% in just 10 months.

  • + 85.88% increase in Organic Unique Users
  • + 118.7% increase in Organic New Users
  • + 68.35% Increase in Sessions

Summary

Focused SEO strategy of refreshing and tweaking old content along with adding Table Schema Markups
boosted traffic 151.50% in 5 months.

Key Achievements (Traffic)

  • Users - 151.50% increase
  • New Users - 153.36% increase
  • Sessions - 152.55% increase
  • Bounce Rate - 48.21% reduction

Key Achievements (Conversions)

  • Total Clicks - 165.66% increase
  • Total Impressions - 45.96% increase
  • Average CTR - 85% increase

The Brand

The client is a chain of multi-speciality hospitals, heart centres, and primary care facilities offering advanced healthcare services in over 30 specialities.

The Challenge

“The client was struggling with increasing their organic presence across three fronts, Organic Traffic, Improvement in Keywords SERP, and Organic Leads & Conversions. The website was suffering on SEO parameters and optimization as per medical industry guidelines. We started the engagement at a baseline of 130K organic traffic per month.”

The Challenge

Market Research and Analysis is a highly competitive niche with a number of established players. The client wanted to improve non branded organic search to service pages in a market where brand consciousness was very high.

The Strategy

  • We analyzed and segmented the key pages to be targeted based on existing traffic and worked on resolving technical issues, on-page optimization, and added fresh content to resolve thin content issues on these pages.
  • We recommended creating new pages called Pillar Pages (exhaustive and long-form content) for a number of user intent search terms related to diseases. We also optimized the page content according to UI/UX parameters to make it more accessible.
  • We generated traffic with a clear backlink strategy from high domain authority websites.
  • We optimized high performing blogs and added fresh content to help blogs rank for keywords in striking distance.
  • We also recommended trending topics to generate quick wins in terms of traffic.
  • We implemented a clear interlinking strategy to drive traffic from pillar pages to conversion pages.

GROWTH UNLOCKED

The Results

Within a few months, we saw a major expansion of the keyword universe and an increase in non-brand search traffic. Within 10 months, we achieved:

  • Improvement in organic traffic by 88%
  • Increase in new users by 7%
  • Increase in sessions by 35%
  • Keyword universe (Number of keywords we rank for) improved from 10K to 52K

Lessons Learned

  • Health content is highly sensitive and has to be vetted by doctors to maintain authenticity.
  • Adding content or refreshing blogs or pages at regular intervals helps improve traffic generated.
  • Ensuring excellent user experience on key pages helps improve session time and improve conversions.
  • Trending topics can help generate quick wins.

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