This Health Sector SEO case study shows why, by following the right SEO strategy, you can take an offline business with almost no online presence and build a waiting list of more than six months, multiply leads by ten and be considered a reference in the sector.
This project had been following an SEO strategy focused primarily on link building, without really considering the full range of levers that should be factored in to actually reach the customer.
Specifically, the main issue we found with this client was a strategy built on a network of support sites all cross-linking to the main domain, none of which added any real value.
Designing a strategy to capture different user types
The first thing we set out to do was analyse the target audience we wanted to reach: families of dependent elderly relatives looking for a residence near Barcelona. Based on this, we planned a strategy where SEO would let us reach two types of users: on one hand more transactional traffic, users already searching for a senior residence, and on the other informational traffic we could pull into our funnel. In residences, proximity tends to be an important factor in choosing one center over another, so we also decided to target nearby towns in addition to Barcelona.
On the other hand, informational traffic searching for a range of terms closely related to the business:
Once the full strategy was mapped out, we started keyword research that led us to the full informational layer that would become the entry point of the conversion funnel.
How a flawed strategy can stall your results
But without a doubt the part that had the biggest impact in this project were the off-page actions we ran. Beyond the content strategy, we also planned and rolled out a link-building strategy to, on one hand, fix the current link profile and, on the other, improve the site's authority.
The priority was to fix the flawed strategy that had been executed in the past and was still being used: a network of sites with EMD (exact match domain) or exact-keyword domains used to try to rank and boost the main domain's authority.
Once all those links were removed, traffic automatically started to skyrocket:
Proper content structuring on corporate pages
Most of the time we find that a good number of low-value pages are generated (and left indexed): service pages, FAQs spread across multiple pages and a never-ending list of URLs that ultimately prevent us from ranking or from properly flowing link juice to the main pages.
What did we propose in this regard?
What were the results of the Health Sector SEO case study
The results achieved in the Health Sector SEO case study following the strategy above have been primarily:
As you can see, traffic went from modest numbers to levels that nearly exceed the previous figures by 2,000%.