Overview

Bajaj Finserv Health, a pioneering health tech company, set out to revolutionize the way people access healthcare services through the power of digital technologies. With a range of marketing objectives in mind, establishing authority and attracting patients online were identified as pivotal goals.

To help Bajaj Finserv Health accomplish these objectives, we initiated an Enterprise SEO campaign. By improving the brand’s Share of Voice in the top 10 search results and creating highly relevant healthcare content, we were able to generate exceptional outcomes.

The Challenges

Bajaj Finserv Health competes with rapidly growing health techs as well as established healthcare industry players. As a new entrant in the market, competing with these giants was always going to be daunting.

Moreover, this was a large website with thousands of pages with lots of technical challenges – poor Core Web Vitals, bad mobile user experience, lots of pages with thin content, and poor site navigation. Also, Google was only partially indexing the site.

Results

(Oct’ 21 – Dec ‘21) vs (Oct ‘22 – Dec ‘22)

• Ranked Keywords (Top 10): 587%

  Ranked Over 15K Keywords In The Top 10 Search Results

• Blog Traffic: 499%

  Increased Blog Traffic By Producing Authoritative, Helpful Content

• Featured Snippets: 6x

  Increased The No. Of Featured Results For Queries With A Search Volume Of 25K

Key Strategies implemented

• Quality Content Creation:

  We created detailed and up-to-date content for the hospital/doctor listing as well as the health library (informational blogs, web stories, and short videos). And we worked with healthcare professionals and doctors to vet the content, ensuring the information users received was accurate and helpful.

• User Experience Improvement:

  We focused on improving Core Web Vitals, creating AMP Pages, and fixing issues with Mobile Responsiveness. This comprehensive approach improved the user experience, which helped reduce the bounce rate and increase the time spent on the website.

• Website Architecture Improvement:

  Since the website was large, with thousands of doctor/hospital listing pages, we had to ensure search bots crawled & indexed all the important pages with minimum hops. We analyzed the hierarchy of the web pages and created a sound website architecture, enabling search engines to crawl the site more efficiently.

• Website Authority Building:

  Healthcare, as an industry vertical, thrives on trustworthiness, positively affecting customer perception and the site’s authority in the eyes of search engines. So we focused on building the website’s authority through Natural Link Building and correctly identified the website’s trust metrics.