Overview
We undertook an extensive SEO campaign for a client in the healthcare industry starting from January 2024. The work resulted in a 83.2% increase in organic traffic and a 124.4% increase in the number of organic leads Year on Year.
Initial Analysis and Strategy Development
The campaign began with a thorough analysis of the client’s existing website, identifying key areas for improvement. This involved:
- Competitor Analysis – Studying top competitors to understand their strengths and weaknesses, particularly focusing on their keyword strategies, backlink profiles and content.
- Keyword Research – Identifying high-value, relevant keywords that potential patients and clients were using to search for healthcare services. This included both short-tail and long-tail keywords.
- On-Page & Technical Website Audit – Conducting a comprehensive audit to detect issues related to site architecture, content quality, backlink profile and technical aspects.
On-Page SEO Improvements
We utilized a variety of on-page SEO tactics were employed to improve the website’s relevance and user experience:
- Content Optimisation. We refined the existing content to include target keywords naturally, ensuring that it provided valuable information to the users. New content pieces, such as blog posts, guides, and FAQs, were created to target additional keywords and address common patient queries.
- Meta Titles and Descriptions. Meta titles and descriptions were optimised for all major pages, incorporating primary keywords and compelling calls-to-action to improve click-through rates (CTR).
- Header Tags. We implemented the proper use of H1, H2, and H3 tags to structure the content and highlight important keywords, making the content more accessible to both users and search engines.
- Internal Linking. We developed a robust internal linking strategy to ensure that link equity was distributed across the site, helping important pages rank higher.
- User Experience (UX) Improvements. Improvements were made to site navigation, mobile responsiveness, and page load speeds to improve overall user experience and reduce bounce rates.
- Authoritativeness and Trustworthiness Signals. Including author bios for all content pieces, showcasing their credentials and expertise in the healthcare industry. Adding patient testimonials, case studies, and reviews to build trust and credibility.
- Blog and Resource Center. Developing a blog and resource center that regularly publishes informative articles, guides, and news updates related to healthcare, demonstrating the expertise of the medical professionals and keeping the audience informed.
Technical SEO Improvements
Technical SEO played a crucial role in ensuring that the website was easily crawlable and indexable by search engines:
- XML Sitemap and Robots.txt. An updated XML sitemap was submitted to Google Search Console and the robots.txt file was configured to guide search engine crawlers effectively.
- Structured Data Markup. Implementing schema markup for healthcare services, reviews and local business details helped search engines understand the context of the content better, which improved rich snippets visibility.
- Fixing Crawl Errors. All crawl errors identified in Google Search Console were addressed, ensuring that search engine bots could access all important pages without issues.
- HTTPS Migration. We ensured that the entire site was served over HTTPS to improve security and gain a ranking boost. Redirections were set up from the old website structure to the new structure to avoid duplicate content issues.
- Schema Markup. We implemented relevant structured data snippets to help search engines better understand the content and improve the visibility of rich snippets in search results.
- Mobile-Friendly Design. Ensured the website is fully responsive and optimised for mobile devices, providing a seamless experience for users accessing the site on smartphones and tablets.
- Page Speed Optimisation. Improved page load times by optimising images, leveraging browser caching and minimizing JavaScript and CSS files to improve user experience and search engine rankings.
Off-Page SEO and Link Building
A strong backlink profile was essential to improving the website’s authority and trustworthiness:
- We executed a focused outreach campaign was executed to acquire backlinks from reputable healthcare-related websites, blogs and industry publications.
- Optimised the client’s presence in local search results. This included claiming and optimising their Google My Business listing, acquiring local citations and encouraging patient reviews on various platforms.
Results
The SEO efforts resulted in substantial improvements over six months:
- The website achieved a 83% increase in the number of organic clicks Year on Year.
- The average organic position increased by 6 spots Year on Year.
- The organic click-through rate improved from 8.2% to 14.1%, reflecting the effectiveness of the meta tag improvements.
- Organic leads went up by 124.4% since we focused our efforts on high traffic keywords that were also high-converting.