Healthcare Company - RDM Digital

SEO Case Study For A Healthcare Company

The service delivered.

This was an SEO project for a medium-sized business in the healthcare sector. Their goal was to increase the amount of traffic that came to their website organically, as they were heavily reliant on paid advertising and promotion, and they wanted to reduce their PPC budget.

We fully managed the SEO of the client, everything from the strategy to the implementation, content writing to technical SEO. Link building was not included as part of this service.

The result.

106% traffic increase in 12 months

45% increase in conversions over 6 months

The challenge.

In the healthcare sector, the competitive landscape is particularly challenging due to the presence of numerous high-authority (DA) websites such as government health portals, medical institutions, and established health publications.

These sites dominate the top positions for many broad and highly searched healthcare-related keywords, making it difficult for smaller and even medium sized businesses, like our client, to rank for competitive “money keywords”.

To overcome this challenge, we needed a targeted strategy that focused on long-tail keywords—specific, less competitive phrases that are highly relevant to the client’s niche. By identifying and optimising for these long-tail keywords, we aimed to capture a more targeted audience, improve rankings in search results, and drive higher-quality organic traffic that was more likely to convert. This approach allowed us to carve out a competitive edge in a saturated market while gradually building authority for broader keywords.

How our audit informed our strategy.

In our comprehensive SEO audit, we prioritised ensuring that the client’s website met industry standards for site health and speed—essential factors that significantly influence user experience and search engine rankings. We meticulously analysed the site’s technical performance, addressing issues such as slow page load times, broken links, and mobile responsiveness, all of which were optimised to enhance overall site efficiency and adherence to best practices in the healthcare sector.

Our content analysis further revealed opportunities to make targeted improvements. By scrutinising existing content, we identified potential for optimising niche keywords—specific, less competitive terms that aligned closely with the client’s services. This strategic focus allowed us to bypass the fierce competition for broader keywords dominated by high-authority websites, instead positioning the client to rank more effectively for targeted, high-converting search queries. This approach enabled the client to realise significant improvements in search visibility and organic traffic, leveraging content optimisation as a key driver of success.

The content strategy.

Our content strategy was designed to complement and enhance the client’s existing content by systematically filling gaps with new, targeted material focused on low-competition, long-tail keywords. By identifying topics and queries that were relevant to the client’s audience but underrepresented on their site, we were able to create content that captured specific search intent, driving highly targeted traffic with less direct competition from high-authority websites.

As we consistently published this niche content, the client’s site began to establish itself as a more comprehensive resource on key healthcare topics. Over time, this increased topical relevance and authority not only helped the client rank better for the targeted long-tail keywords but also bolstered their rankings for more competitive, broader terms. By building a strong foundation of content around these specific subjects, we positioned the client’s website as an authoritative voice in the healthcare space, leading to improved visibility across a wider range of search queries.

Conclusion.

In this case study, we outlined a comprehensive SEO strategy that addressed the unique challenges faced by the client in the highly competitive healthcare sector. By conducting a thorough audit, we ensured their website met industry standards for site health and speed, optimising key technical aspects to enhance performance. Our content analysis identified opportunities for quick wins by focusing on niche, low-competition keywords, allowing the client to bypass the dominance of high-authority competitors.

Further supporting this, our content strategy not only filled existing gaps with targeted material but also strengthened the client’s overall authority on crucial healthcare topics. This approach led to improved rankings for both long-tail and more competitive keywords, ultimately boosting the client’s search visibility and driving high-quality organic traffic.

The results were significant: over 12 months, the client experienced a 106% increase in organic traffic and a 45% increase in conversions. By combining technical optimisation with strategic content creation, we successfully positioned the client for long-term success in a challenging and competitive market.