At iSocialWeb we want to share the Nubimed SEO case study (nubimed.com), one of our clients dedicated to selling management software for medical clinics.
Nubimed SEO Case Study Results
Since SEO began with us in April 2020, organic traffic has grown by 220.79%, comparing the last 5 months to the same months of the previous year to rule out the seasonality factor, and lead capture has risen by 67.92%.
Results chart for the Nubimed medical-sector SEO case study
Source: Ahrefs.com > Overview > Organic traffic
Likewise, the number of keywords ranked on Google since April 2020 has grown by 126.66%.
Source: Ahrefs.com > Overview > Organic traffic
6 keys to successful SEO positioning
1. Identifying the type of keywords to rank based on search intent
At the start of the project, there was prior content marketing work focused on informational keywords. Many of the articles weren't targeted to a clear search intent, so we optimized those with the highest conversion potential.
Since this is a project in a very niche sector, expanding market share through informational content with transactional intent allowed us to expand reach to the software's target audience and, through CRO, grow lead capture.
2. Defining business or transactional keywords
Analysing a business's top URLs is crucial to understanding what to prioritize and how to shape the site structure. Through keyword research and competitor analysis, we expanded this content.
Specific landing pages were built, focusing on long-tail keywords due to the project's low initial authority, to be able to grab a slice of the pie against more established competitors.
3. Business-oriented information architecture
Defining a linking strategy is key to distributing internal authority. External authority often gets the spotlight while internal authority distribution takes a back seat.
At the start of the project, there was no internal linking or interlinking strategy aimed at giving relevance to target URLs for ranking purposes. To this day, we continue to work consistently on boosting the project's opportunity URLs.
4. Cleaning up similar content
Another major pillar was cleaning up highly similar content. When a large content strategy is executed, search intents often get duplicated and bad practices are common, like copy-pasting identical blocks of text. When it affects a large share of a site, a deep cleanup is needed.
5. Link building on specialized media
Link building is one of the most important areas for any project facing competition, which is most projects. The project's initial authority was very low, with a domain authority of 1.6 out of 100 and a homepage authority of 10 out of 100.
At iSocialWeb, we worked on building quality links on topical media with strong semantic affinity, boosting the business URLs with the greatest lead-attraction capacity. To do so, we leaned on Growwer to source quality prospects from which to earn relevant links.
6. CTR optimization
With our CTR optimization protocol we look for the opportunities Google offers through a thorough study of search intent. Via data from Search Console, we've kept adapting to different user intents and shifts in the SERPs.
Nubimed SEO Case Study, takeaways
Thanks to an exhaustive analysis to properly understand user search intents in the medical sector, along with their initial strengths and their short-, medium- and long-term opportunities, we've improved authority from two angles.
We improved internal authority thanks to a planned internal linking strategy, and external authority increased through the right link-building work.
With this SEO strategy, Nubimed has grown qualified organic traffic with a 67.92% rise in leads.