Building brand awareness and authority in the medical market required the preparation of a detailed action strategy based on long-term planning of work based on the Scope of Work and a specialized Content Plan.
Our strategy was based on three key pillars. These were:
– technical optimization of the website,
– valuable and well-thought-out content,
– constant analysis of the results of the activities carried out – both at the macro level (positions, organic traffic, number of publications) and at the micro level through constant evaluation of the number of appointments with medical specialists.
Due to the detailed guidelines and restrictions of the Google search engine (YMYH), SEO activities in the life and health segment must be carefully thought out and are very demanding in terms of quality and content – especially if we are implementing them with people in need of help or treatment in mind.
With the above conditions in mind, the activities have been designed to reach the audience while maintaining the highest quality of help and support. Additionally, in order to maintain the highest quality standards in content creation, we have built an independent team of copywriters specializing in medical topics. They had medical education and authority, which was confirmed by their previous publications.
The SEO campaign was based on data – both external, i.e.:
– analysis of competitors and their organic activities,
– keyword popularity,
– user intent,
as well as internal data from Google Search Console, Google Analytics, and the client’s CRM system, or extensive data aggregated in the form of XLSX files.
With our knowledge of the data and the highest level of competence on the part of the project team, we were able to construct well-thought-out and, most importantly, effective organic activities that supported the completion of almost every stage of lead acquisition, while simultaneously providing material for the PPC department.
These processes were supported by external promotional activities aimed at increasing signals by acquiring links from the best health-related industry websites.
