About The Client
Client: The Hospitals of Providence
Industry: Healthcare
Duration: 6 months
Objective: Increase organic traffic by 40% and improve patient appointment
conversions by 45%
The Hospitals of Providence is a well-established healthcare provider offering various medical services. Despite its reputation for quality care, the hospital faced challenges in attracting new patients through organic search channels.
Strategy
To tackle these challenges, we implemented a multi-faceted SEO strategy tailored to the healthcare industry:
We conducted a comprehensive SEO audit to identify on-page, technical, and off-page issues.
They have analyzed top competitors to understand their strengths and to identify opportunities for ABC Hospital.
Identified high-volume, low-competition keywords relevant to the hospital’s services. Optimized existing pages and created new pages targeting these keywords, ensuring that content was medically accurate and patient-friendly.
Updated meta tags (titles, descriptions, and headers) to include target keywords and improve click-through rates.
Improved internal linking to enhance site navigation and distribute page authority.
Optimized images by adding alt tags and reducing file sizes for faster load times.
Developed a content calendar to regularly publish blog posts, patient stories, FAQs, and medical guides.
Created content that addressed common health concerns, treatment options, and preventive care tips to engage and educate potential patients.
Improved website speed by optimizing code, enabling browser caching, and using a content delivery network (CDN).
Ensured the website was mobile-friendly and provided a seamless experience across all devices.
Implemented schema markup to enhance search engine understanding of the site’s content.
Claimed and optimized ABC Hospital’s Google My Business listing.
Built local citations and ensured NAP (Name, Address, Phone Number) consistency across all online platforms.
Encouraged satisfied patients to leave positive reviews on Google and other review sites.
Executed a white-hat link-building strategy by reaching out to medical blogs, writing guest posts, and obtaining backlinks from reputable healthcare websites.
Results
After six months of implementing the SEO strategy, ABC Hospital experienced substantial improvements:
Organic Traffic: Increased by 55%, exceeding the initial goal of 40%.
Patient Appointments: Online appointment bookings improved by 35%, surpassing the 30% target.
Keyword Rankings: Achieved top 10 rankings for 20 high-volume healthcare keywords and top 3 rankings for 8 target keywords.
Local Search Visibility: Significantly improved, with ABC Hospital appearing in the local pack for major search queries.
Content Engagement: Blog posts and patient stories saw a 50% increase in engagement, with higher average time on page and lower bounce rates.
Backlinks: Acquired over 150 high-quality backlinks from authoritative medical and local websites.
Keywords ranking data from SEMrush –
Overall Traffic Growth
Overall, we saw a fantastic improvement of 51% of organic traffic as compared to the last year for the 12 months period Sep’18-Aug’19 vs Sep’17-Aug’18.
Booked Appointments
As per Google Analytics, we delivered 217% increase in booked appointment through organic sessions as compared to the last year for the 12 month period Sep’18-Aug’19 vs Sep’17-Aug’18.
