Case Studies
Medical Services Case Study
Summary
Website Background: Drug rehabilitation center
Main Objective: Improve rankings for service-based keywords which are more likely to convert.
Results: Organic traffic grew by 3,773% from 1k to 40.2k sessions/month
The Case Study
The Objective: Improve rankings for service-based keywords which are more likely to convert.
The Website: Drug rehabilitation center
The Challenge
- Service pages struggled to rank for important keywords
- Ensuring service pages were crawled and indexed after content optimisation
- Calls to actions on blog posts were not converting.
- Build domain authority and brand awareness to attract organic backlinks.
The Strategy
User-First Content Strategy
Google's aim is to provide users with the most useful and relevant information to their search query. The client's service pages didn't align with what users were looking for. For each page, we identified the key pain points that users would want to know about the service and crafted content that answers them in a clear and concise way. We added clear, descriptive headings to make it easier for users to find what they're looking for and included relevant photos to demonstrate the service and enhance the user experience.
Google Indexing API
Having optimised the client's service pages, it was important that the changes were rediscovered and indexed by Google's crawlers as soon as possible so that they could rank quickly. One of the most effective and efficient ways to do this was to use Google's indexing API which directly lets Google know when the pages should be added to its index. We configured the API and implemented the RankMath WordPress plugin which includes a feature dedicated to using the Indexing API called Instant Indexing. Using this method resulted in the client's pages being crawled and indexed in a matter of hours.
Optimising Calls to Action
Despite having some organic traffic for informational queries, the client's blog posts struggled to generate leads due to poorly designed calls to actions that weren't converting. To fix this, we created new calls to action, so that users landing on their content were compelled to utilize their services. We made sure that the CTAs were clear, concise and used language that encouraged action such as "Enquire Today". We also made the buttons more prominent by using contrasting, but complementary colours to the client's branding.
Publishing White Papers
As our client operates within a Your Money Your Life website niche (these are topics that could significantly impact someone's health, financial stability, safety, or well-being), it's even more important that the content produced conveys accurate information from a trustworthy source. To achieve this, we researched and published white papers that showcased the client's experience and expertise within their industry. We made sure that the client used original research and statistics that set them apart from the competition whilst hiring a designer to present the information in an appealing way. The added SEO benefit of publishing white papers is that they naturally attracted backlinks from reputable and relevant websites.
The Results
Within 12 months, the organic traffic grew by 3,773.46% from 1,040 to 40,284 monthly sessions.
The number of keywords that the site ranks for in the top 10 positions of Google increased to an all-time high of 693 keywords in the past twelve months.
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