How Healthcare Service 3X its Number of Signups from Organic Search
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Situation
When COVID-19 emerged, the pages on the client’s website that previously generated revenue became unprofitable. Consequently, the challenge we faced was ranking for alternative keywords related to procedures that remained available for healthcare travel during that period. These keywords were associated with medical procedures and facilities that were still welcoming tourists during that time, like Turkey, Mexico, Brazil, and others.
Goals
The client’s goals were strategically outlined as follows:
- To Increase Paid Customer Signups: The primary objective was to boost the number of signups from paying customers, a key metric that was reflected in the growth of Monthly Recurring Revenue (MRR).
- To Identify Quick Win SEO Opportunities: The strategy included pinpointing and capitalizing on immediate ‘quick win’ opportunities in SEO. This approach aimed at maximizing the Return on Investment (ROI) from SEO activities.
- To Built a Trustworthy Brand: The client placed a strong emphasis on developing a brand that earned and maintained customer trust, crucial for long-term business success and client retention.
This goal-setting reflected a comprehensive approach, balancing immediate gains with long-term brand building, crucial in the competitive digital landscape.
Strategy (the idea behind)
The primary challenge was identifying which countries and procedures to prioritize in our SEO efforts. We developed an algorithm to determine the most promising pages, considering factors such as current and potential traffic, conversion rates, existing and required investments, and the business value based on our past experience. This allowed us to focus on pages that offered the highest potential outcomes with minimal effort. Our growth strategy for these top-priority pages concentrated on enhancing content, both static (like texts) and dynamic (such as the number and quality of clinic profiles), as well as improving backlink profiles to surpass our competitors.
Results
- Traffic: Increased the organic traffic by 2.5X
- Sign-ups: Increased the number of sign-ups by 3X in 20 months during the COVID
Actions
Tech SEO
We began by addressing Technical SEO issues to enhance the website’s standing in Google’s evaluation. Due to a decrease in traffic on one subdomain following Google Core Updates, we experimented with migrating some pages to either a subfolder or another subdomain. Initially, the results were somewhat unclear, but over time, we gathered enough data to support a decision for partial migration.
Content
For the existing content, we enhanced the commercial listing pages by adding new expert opinions, analytical content, and comparative data to assist readers in making quicker decisions.
We also optimized the listing pages for featured snippets, specifically focusing on questions about the cost of surgery. This strategy led to a more than 30% increase in visibility for our targeted keywords.
Additionally, we wrote 4-6 new blog articles each month targeting traffic with a consideration intent. We created content guides to strengthen our topical authority within focused clusters. We observed that covering more topics related to specific procedures generally resulted in better Google rankings and on average on 172% higher amount of traffic.
EEAT Optimization
Given that the website operates within the medical and healthcare niches, we undertook numerous EEAT-oriented actions. These included enhancing the credibility of content published by doctors and medical experts on our website. We added personal details about these professionals, their backgrounds, and enriched the content with their quotes and opinions. The aim was to augment the website’s content with relevant expertise, which is crucial for differentiating our project from others where doctors and medical experts are not involved in the content creation process.
Mobile
To enhance loading speed and boost UX on mobile devices, we implemented the AMP version of the website just before the Google Web Vitals update. This led to an increase in visibility by over 20% for our target group of keywords.
Localizations
Another strategic objective was to expand the website’s reach by adding Arabic and Ukrainian versions. We developed a framework that enabled us to launch a new localization every 2 months. This strategy significantly increased our traffic and revenue from these additional regions.
Link Building
Link building was an important factor in all our SEO activities. We noticed that our competitors were building nearly 40 high-quality links per month. To stay ahead, we built up to 50 links per month through guest posts, link insertions, and partnership backlinks from niche-related websites targeting our audience.
Experiments
In our On-Page SEO efforts, we conducted CTR experiments by continually updating and optimizing the meta titles and descriptions of our focus pages. As a result, we learned how to achieve better rankings without significant resource investment.
Conclusion
This platform is a multifaceted project with a wide variety of page types and significant potential for growth, yet it is constrained by limited resources. During a challenging period for the business, we successfully identified key areas crucial for survival and growth. However, interpreting the data from numerous SEO experiments proved to be a complex task.
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