SEO & content in the healthcare industry with Hometest: The case study with the recipe for success
About a year ago, we undertook a unique project, which has the peculiarity of being related to a highly competitive sector, that of health, dominated by international brands with huge global budgets: The sector of diagnostic tests and, more generally, products related to fertility.
A sensitive issue that requires attention, empathy and care in its handling, so that the brand can fulfill the role it should: To be next to people looking for solutions and to prove to them that it can help them.
As searches in this area are high and targeted, it became clear from the beginning that we had to invest in high-quality content and in creating trust with the community.
The result? To establish the brand, among giants, by impressively increasing traffic to its site from organic results but also from AI search engines!
In fact, in the part of our strategy that concerns artificial intelligence, we are still at the beginning and the conclusions we will draw in the future will be extremely interesting.
✅ Our Method
Two interconnected pillars guided our approach: targeted content and authority. Every step of our strategy aimed to serve these two objectives.
Starting with the website, we updated metadata and redesigned specific pages to align with user searches, enhance user experience, and provide clear solutions promptly.
In terms of content, we recognized the necessity to offer users valuable and high-quality information, approached with sensitivity, thorough research, and a tone of voice that genuinely addresses user inquiries.
Consequently, we eliminated low-value content, enriched existing materials, and developed highly targeted content that focused not on immediate sales but on creating value and trust with the audience.
Articles were categorized into thematic clusters, interlinked both thematically and structurally, and optimized for SEO and keywords. In some cases, we created pillar pages from scratch.
Through this approach, we established the most informative and useful blog in the field, simultaneously acquiring high-quality, targeted backlinks from relevant sectors, such as gynecologists and forums for expectant mothers, forming the core of our off-page SEO strategy.
Additionally, we implemented an innovative method, currently underutilized in Greece but gaining traction abroad, particularly in AI. We began training Large Language Models (LLMs) to display more data from the site and created content tailored to the functioning of artificial intelligence, aiming to attract traffic from this source as well.
✅ Achievements
Our method and approach proved to be highly effective. We achieved:
⭕ +25% Increase in Organic Clicks
⭕ +35% Increase in CTR
⭕ Improved average position from 11th to 8th
⭕ +20% Increase in clicks from informational keywords
⭕ Appearing in position zero, that is, in the featured snippets that appear even above paid ads for over 2,200 keywords.
In short, the Hometest site is now firmly established on the first page and its organic traffic has increased significantly, even in searches by users who want to be informed about fertility and reproduction issues. After all, it consistently appears in the top three results for informational keywords!
Furthermore, thanks to the targeted content, the CTR has increased significantly, helping the brand to make the most of its appearance in the high positions of the organic results.
Furthermore, by adopting good practices and restructuring the site, we have recovered from the “hit” of the recent Google update, helping it now have a secure position on the first page of Google.
The actions we are taking related to AI seem to be paying off, as we have now started to have traffic from ChatGPT and Perplexity.
In Google merchant free listings we managed to:
⭕ 429% increase in clicks
⭕ 118% increase in impressions
⭕ 142% increase in CTR
Building a healthy, competitive site that follows Google guidelines and offers value also helped paid shopping ads where the increase was 80% in clicks and 114% in impressions.
This is a project that still has a lot to give and we are sure that we are on an upward trajectory that will continue for a long time!
In short, Hometest already had a significant number of sales, saw its sales (online and offline) skyrocket thanks to SEO. Proving that SEO is a very powerful tool for any type of business, no matter what position it is in. A tool whose usefulness is continuous, as long as it is in the right hands.
