Medicine SEO Case study
BIT OF BACKGROUND
Sleeping Test is a company that specialises in Sleep Apnea related services and products. They had only just built their website, so it was completely fresh with zero traffic and zero authority with Google.
Being in the medical niche, this site was heavily affected by Your Money Your Life (YMYL) factors that held the site down for some time before we were finally able to break free from the Google Sandbox and start gaining good traffic.
The approach for ranking was very methodical and was focused heavily on producing high quality and accurate content (with sources) and improving the Experience, Expertise Authority & Trust (EEAT metric).
It ultimately made for a brilliant medical SEO case study, that showed the importance of highly focused content and EEAT for gaining Google’s trust.
ORGANIC TRAFFIC (SEARCH CONSOLE DATA)
The goal was to rank in Google for sleep apnea related keywords and increase organic traffic.
Our SEO agency was able to overcome all odds and rank a brand new website in a highly competitive medical niche, gaining Google’s trust by using a combination of backlinks, content and EEAT elements on the website.
HOW DID WE GET THE RANKINGS UP?
The first step was to fix all of the technical and onpage issues that the site had. Once the main pages were fixed, a detailed content strategy was put together. This strategy amassed content that specifically targeted sleep apnea content, the main niche of the site. By creating many high quality articles, we were able to improve the topical authoirty of the website – signalling to Google that we are an authoirty in the space.
The content was supported by EEAT elements. EEAT stands for Experience Expertise Authoritativeness and Trust, and included things like citing medical sources, including author bios and pages with contact details and more. Given the niche was medical, it was really important for us that the content was deemed trustworthy, as Google is more hesitant to rank medical and finance related niches.
Finally, backlinks were also obtained from high quality medical niche websites, which helped propel the rankings upwards. If you’re keen to learn more about the entire process, delve into our SEO for Dummies Guide .
For The Same Budget…
You could be getting much better results for the fraction of the cost of Google Ads and Facebook Ads by investing in SEO.
Each time someone clicks your ad, you are paying usually between $1 – $10, depending on the industry. Many of the people clicking it don’t even intend to buy. Bots and competitors can hike up your costs even more!
Although SEO takes some time to take off, in the long run it’s much more cost effective.
SEO VS GOOGLE & FACEBOOK ADS
Unlike other forms of marketing, such as Google Ads, SEO cost does not go up when people click on your website. This is a massive benefit from a cost-analysis point of view, and makes SEO much more scalable.
Learn more about how SEO compares in our guide, Pros & Cons of Different Types of Digital Marketing.