It’s a leading healthcare services provider in India with 10+ hospitals providing treatment across 25+ specialties. The NABH and ISO accredited hospitals provide the best-in-class services to all patients at the highest standards of medical excellence.
The areas of specialty include- Cardiology & Cardiac Surgery, Oncology, Minimal Access Metabolic & Bariatric Surgery, Neurology & Neurosurgery, Orthopedics & Joint Replacement, Renal Transplant, Bone Marrow Transplant, Aesthetic & Reconstructive Surgery and more.
Patients seek out the centers for quality care at home and in hospitals. The website was already pulling in organic traffic, but the number was not satisfactory.
The main challenge was to further increase organic growth through:
As a responsible SEO Agency we first analyzed the website, we realized instantly that the site is humungous - with 7000+ pages. Instead of spreading ourselves thin, we began by focusing on the landing and supporting pages (1000+) of the identified 10 specialties. We spearheaded an information-focused campaign about diseases including identifying the symptoms, suggested treatment plans, etc.to increase the value of on-site pages for users and search engines as well.
We identified the following opportunities to scale traffic & ranking:
We identified 300+ keywords with a monthly search volume of around 1.6 million. Based on the keywords identified, we mapped target landing pages to be created and optimized.
We created an information-rich strategy to strengthen the website ranking on the principles of Google updates.
In the first week of Aug 2018, Google released one of its broad core algorithm updates, later called ‘medic update’. The update impacted many medical sites including our client’s website. However, with the medic update, we turned our full attention to the EAT principle and took the following steps:
We knew that leveraging information-based content was necessary to achieve top results on SERPs – it helped the client’s pages began featuring on rich snippets. Here are some of the steps we took:
In order to improve the conversion rate on site:
Keywords Ranking:
From the month of Sep'18 to Aug'19 we saw a gigantic improvement [85%] in keywords ranking in the top 10 that have massive search volume growth.
| Sep'18 | Aug'19 | Growth |
Keywords in Top 3 | 580 | 1010 | 74% |
Keywords in Top 10 | 1412 | 2606 | 85% |
Keywords ranking data from SEMrush -
Share of voice data comparison -
Share of Voice - Comparison | |||
Top 3 ranking | (4 - 5) ranking | (6 - 10) ranking | |
Sep-18 | 1% | 6% | 11% |
Aug-19 | 45% | 13% | 3% |
Overall, we saw a fantastic improvement of 51% of organic traffic as compared to the last year for the 12 months period Sep’18-Aug’19 vs Sep’17-Aug’18.
Note - The absolute numbers have been indexed in order to facilitate the comparison of growth over 12 months.
The organic search ranking for targeted specialties saw a major upward movement in top 10 results, and so organic traffic also increased.
Organic Traffic | |
Specialty | Growth |
Cancer | 113.95% |
Liver Transplant | 72.13% |
Neurology | 96.71% |
As per Google Analytics, we delivered 217% increase in booked appointment through organic sessions as compared to the last year for the 12 month period Sep’18-Aug’19 vs Sep’17-Aug’18.
Note - The absolute numbers have been indexed in order to facilitate the comparison of growth over 12 months.
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