The Challenge
The challenge for SEO was to improve organic visibility against the competition. The major problem was that none of the individual medical centres were optimised, often missing metadata and having minimal SEO authority. The Google My Business (GMB) profiles were unoptimised, missing critical GMB and citation signals.
The SEM team’s key challenge was finding a system in which the budget was effective and available across all 72 centres. This would help ForHealth reach conversions and CPA targets, ensuring that struggling centres were supported and that over-achieving centres weren’t over-crowded.
The Solution
Each medical centre website had SEO and GMB campaigns set up across key areas below:
1. Keywords, content, and on-page optimisation: Ensuring each centre and service page targeted the correct keywords with optimised content and metadata.
2. Technical factors: Ensuring each centre was technically sound, consistently reviewing 50+ different technical items monthly.
3. Backlinks and GMB citation building: Acquiring links from high-quality sources and domains.
4. Optimised GMB performance: Improving Google My Business signals (categories, keyword in business title, image, and description), building citations for each centre, ensuring NAPW (name, address, phone number, and website) was consistent, and optimising on-page signals on the website by adding localised schema markup.
The SEM team needed to go outside of Google Ads data alone for the SEM campaign. Working with the ForHealth team, the SEM team organised average patient wait times, average monthly visits, and ‘did not show’ data to devise a monthly priority list system. This strategy allowed the highest-opportunity centres (ones with the most room for new patients) to be identified and allocated more budget each month, effectively minimising the average patient wait times at higher-trafficked centres.
The Result
Overall, in 2021 vs 2020 SEO increased by 46% in goal completions (calls and appointment requests), and traffic (users) increased by 42%. At the same time, GMB had improved by 30 per cent year-on-year in additional actions, including website visits, directions requests, and phone calls. After months of perfecting this system, for SEM, Medical’s search campaigns saw an industry-leading CPA decrease of 58 per cent to its lowest ever benchmark. Centres that had historically struggled to maintain consistent patient numbers were being used as central tools for growth, and as a result, average monthly conversions doubled throughout 2020/2021.
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