• 200% increase in top 5 keywords
  • 200% increase in top 10 keywords
  • 150% increase in organic traffic

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The client

Burnside War Memorial Hospital was established in 1944. Today, Burnside Hospital remains a private not-for-profit community hospital, offering a range of services and clinics to care for and support the thousands of patients who choose to have their healthcare needs met there each year.
Although well known in their local area, Burnside Hospital were looking to increase their keyword rankings and organic traffic from non-branded keywords, to attract patients from across Adelaide and South Australia.

A strategic approach

We identified the following opportunities to scale up the organic traffic & ranking:

1. Best SEO practices

We identified 50 keywords with a monthly search volume of around 10 thousand. Based on the keywords identified, we mapped target landing pages to be optimised and implemented the following strategies:

    • An aggressive off-page strategy was undertaken, where we created 50+ backlinks per month, totalling more than 600 links in one year.
    • Implemented Schema markup to enhance the visibility of the search results to improve CTR
    • Optimised the metadata, website speed, and existing content along with other SEO best practices.
    • From an SEO perspective, we focused on improving caching, indexing, and crawling through building dynamic XML sitemap and off-page submission.

2. Managing Google Updates

We created an information-rich strategy to strengthen the website ranking on the principles of Google updates.

Whenever Google rolls out any update, it has an impact on websites. We knew the Google Core update was going to have a big impact, so we turned our full attention to reducing the impact with the following steps:

    • We identified and removed any spammy or toxic links
    • Added local and organisation schema for all service pages
    • Optimised pages by adding quality content as well as other on-page SEO optimisations.
    • Create more high authority links to build domain authority.

3. Content Structure and Optimisation

We knew that leveraging keyword rich, information-based content was necessary to achieve top results in the search results pages (SERPs), as it would help the client’s pages begin to feature in rich snippets. Here are some of the steps we took:

    • Increasing informative content that was factual, to the point and targeted towards building trust
    • Optimising for keywords throughout the customer journey to draw them through to the bottom of the funnel and to perform a conversion action quickly.

Data driven results

Overall, we saw a fantastic 150% increase in organic traffic compared with the previous period. The organic search ranking for our targeted keywords saw a major upward movement in top 10 results, with 200% more keyword in both the top 5 and top 10 positions. As a result, organic goal completions also increased.

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