Project Overview
In the competitive realm of medical testing and diagnostics, building a strong local presence for a niche health business website focused on blood tests and related services can be daunting. This project centered on a health niche business with a solid social reputation, which contributed positively to its visibility by around 30-40% initially. Our objective was clear: enhance this local business's online presence through a combination of Google My Business (GMB) optimization and Organic SEO to achieve top rankings and increased leads.
Challenges
The health niche search engine results page (SERP) was dominated by large, national brands with established credibility. Initial audits revealed that although the brand had strong social credibility, it was hindered by page-level technical errors and ineffective link-building strategies, leading to poor visibility in recent months. Addressing these issues and competing with big players required a targeted approach across both GMB and organic channels.
Project Setup & Growth Strategy
Our strategy revolved around technical fixes, optimized content, and GMB management, alongside a focus on user experience and relevance.
1. Initial Setup and Keyword Research:
- We began with page-level technical fixes and optimized on-page elements in line with target terms. Using seed keywords from the website allowed us to craft a keyword strategy that matched each service category and page, ensuring relevancy and visibility.
- A thorough competitor analysis identified gaps and opportunities, helping us develop a targeted approach that could stand out against national competitors.
2. Google My Business Optimization:
- With 25+ GMB locations in place, each required thorough optimization. We meticulously filled out all fields for each location, selecting specific categories aligned with services provided, ensuring accurate and searchable profiles.
- Weekly GMB posts were created for each location, focusing on post optimization to enhance local engagement and relevance.
- To boost local SEO, we maintained NAP (Name, Address, Phone) consistency across all locations, and worked on social shares to increase awareness, further reinforcing the brand’s presence.
3. Website Optimization Efforts:
- Catchy Titles & Descriptions: Using demographic insights, we crafted engaging and relevant titles and meta descriptions for all pages, helping attract clicks in search results.
- Citations and Social Presence: We leveraged citation-based channels such as Pinterest and Facebook to increase credibility and backlinks, driving traffic from social spaces and local directories.
- Anchor Text Optimization: We worked on strategic internal linking, using targeted anchors to emphasize high-priority URLs.
Results Achieved
With consistent efforts in both GMB and Organic SEO, the website achieved outstanding results. Here are some of the highlights:
- Increased Organic Traffic: The website saw a significant rise in traffic, ranking at the top in GMB results across locations and in organic search results for high-value keywords like “Blood Test.”
- COVID-19 Search Term Surge: During the COVID-19 pandemic, the demand for tests increased dramatically. We leveraged search terms related to COVID-19 tests, such as “COVID-19 test + location,” resulting in a 600-700% increase in leads.
Key Takeaways
This project underscored the importance of treating a local business with the same strategic depth as a national brand. Here are some of the crucial insights we gained:
- Consistency and Optimization Matter: Maintaining NAP consistency and creating optimized GMB posts greatly improved local search visibility.
- Brand Reputation Boosts Ranking: A strong social and brand reputation amplified our ranking potential, supporting both local and organic results.
- Real Business Presence Is Key: No matter the size of the business, acting like a genuine, reputable company makes a difference in Google’s eyes. Credibility and visibility improve when the business is portrayed as reliable and established.
Conclusion
This health niche project demonstrates the powerful impact of combining GMB optimization with Organic SEO. By addressing technical issues, creating engaging content, and maintaining a consistent presence across GMB and social platforms, we successfully established the brand’s authority and drove impressive traffic and lead conversions.
For health businesses aiming to improve their digital presence, this case study highlights a roadmap of actionable steps that can yield lasting results. If you’re looking to elevate your local or niche business through strategic SEO and GMB enhancements, get in touch for a tailored approach that brings results.
