A medical center in the province of Vicenza, belonging to a group of local healthcare facilities, turned to us with the goal of improving the visibility of their website, published a few years ago, on search engines.
Specifically, the client’s request was to promote content production for three specific areas: cardiology, gynecology and urology, while also optimizing the overall SEO ranking for the website in order to capture the different user searches across the entire range of services offered.
Market Analysis and Research
The medical field falls within the YMYL (Your Money Your Life) category, considered highly relevant and sensitive by Google because it directly impacts people’s lives. Hence the concept of EEAT: Experience, Expertise, Authoritativeness, Trustworthiness, vital for the ranking on search engines for a website in this sector.
SEO Auditing & Strategy
A preliminary audit phase was conducted to obtain a complete overview of the current SEO ranking, a comparison with the main competitors and their strategies, leading to a proposal for planning possible activities to improve the website’s ranking.
The second phase involved technical optimization of existing web pages in terms of sitemap and URL structure, meta tags, heading titles, alt tags for images, robots.txt files, HTTP status codes.
Planning of SEO activities
Finally, the planning of SEO Copywriting activities was organized on two levels:
- Content optimization of existing pages (Services, Doctors, About Us, Contacts, etc.);
- Creation of new blog posts to enhance SEO ranking in the three areas of interest (cardiology, gynecology and urology).
Keywords and Average position
The keywords ranking for the website, both nationally and locally, for navigational, informational, and commercial purposes, increased from 481 to 4.074 in just one year of SEO activity.
During the same period, the average position for various keywords in Google search results improved from an average of 19.7 to 12.4.
Impressions and Site clicks
In a year of continuous activity, we witnessed a steady growth in impressions in SERP and clicks to the site from Google searches, while maintaining an interesting CTR.
In concrete terms, from an average monthly impression of about 50.000, we achieved one of over 500.000, while from a monthly click average of about 3.200, we obtained one of over 9.000.
Rich snippets in SERPs
Google began to recognize the website as a useful, relevant and trustworthy source for users, starting to reward many pages in SERPs with various rich snippets for informational keywords.
A well-executed Content Creation & Optimization strategy from an SEO perspective allows for a high visibility within Google search and, consequently, towards users.
