Summary
7X ROI boost in 6 months via SEO: Orange Health Labs, partnering with Infidigit in September 2022, ran the 'Prescription to Success' campaign, focused on increasing test bookings from transactional local searches and doubling revenue. Over six months, Infidigit achieved impressive increases in rankings, clicks, and conversions, ultimately reaching a remarkable 7X ROI, redefining local search marketing for at-home healthcare services.
Challenge
In 2020, Orange Health Labs embarked on a mission to revolutionize healthcare by bringing it directly to people's homes. They set their sights on five major Indian cities: Bangalore, Hyderabad, Delhi, Noida, and Gurgaon. However, as newcomers in the fiercely competitive field of lab tests, they faced numerous challenges. They lacked a substantial presence beyond Bangalore As providers of home services, they lacked Google Business Profiles. This meant they couldn't secure map pack rankings for "near me" searches, unlike major competitors like Metropolis. Reliance on non-revenue-generating keywords In September 2022, Orange Health Labs partnered with Infidigit, recognizing the need for expertise in navigating the competitive local search landscape. With a monthly budget of $1,220, together, they launched the ‘Prescription to Success' campaign from October 1, 2022, to March 31, 2023. Focused on their target regions, the campaign aimed to boost visibility for non-branded transactional and navigational keywords.
Objective
The campaign's overarching business objective was a bold one: achieve a 100% increase in organic revenue. To fulfill this, three core objectives were set: Attaining top-three keyword rankings for transactional queries. Significantly amplifying website traffic and sessions. Increasing test bookings originating from the organic channel. In addition to these, the campaign also aimed to achieve secondary objectives, which included expanding brand recognition beyond Orange Health Labs' strong local presence in Bangalore and achieving robust organic channel ROI growth.
Strategy
Upon initiation, a significant hurdle was: city-specific pages weren't ranking where intended, jeopardizing relevance and local SEO impact. Addressing this concern necessitated a holistic approach. Following a thorough audit, Infidigit developed a strategic plan for the campaign, with various tactics to enhance local search visibility. This plan involved: Localized Keyword Research: This involved gathering location-specific keywords, not just for cities but also neighborhoods and regions. We also analyzed local competitors to identify opportunities. Focused on transactional keywords like "lab tests in Bangalore" for specific diagnostic services. Considered user intent for each keyword, classifying them as informational, navigational, or transactional. Creation of City Pages: Focused on designing landing pages for each target city. To achieve this, we implemented several key elements: Content Mapping: Strategically planned content for city pages, emphasizing location-specific characteristics and keywords. Page Structure: Optimized web page structure, encompassing layout and elements. URL Structure: Used location-specific keywords, and ensured user-friendly, clean URLs. Location-Specific Information: Integrated location-specific details into our on-page content to assist search engines in comprehending the geographical significance of our content. Local Content Creation: Catering to transactional and navigational user intents, created content for "FBS test in Mumbai" highlighting localized service availability; contrasting that on the general "FBS Test" informational page. On-Page Elements: Title and Meta Description Tags: Crafted engaging title tags and meta descriptions with local keywords to boost click-throughs from local search results. Heading Tags: Main headings featured H1 tags with location-specific keywords. Used subheadings to organize content. Above the Fold Content: Prioritized crucial information and location-specific calls to action at the top of the webpage. Internal Links: Strategically linked relevant pages with anchor text containing local keywords, improving user navigation and search engine visibility for local SEO. Schema Implementation: Product with medical test schema was applied to city-level lab test pages to increase relevance.
Data
The team at Infidigit employed a comprehensive approach through detailed research and strategic optimization. Our methodology involved a range of tools and data sources to achieve improved search engine rankings and user engagement. To begin, Infidigit conducted a thorough competitor gap analysis using SEMRush, identifying areas where Orange Health Labs could gain a competitive edge. They delved into Content Gap analysis and Keywords research, and helped highlight user search intent and uncover common queries related to the cities served by Orange Health Labs. To refine keyword targeting, Infidigit leveraged location-specific data from Google Adwords' keyword planner and Google Trends, allowing suggestions for critical keywords and content structures. This optimization extended to keywords like "lab tests in Bangalore" and "lab tests near me," which are essential for Orange Health Labs' local SEO. Google Search Console data was instrumental in optimizing keywords with room for improvement, ultimately leading to an enhanced Click-Through Rate (CTR). Meanwhile, data from Google Analytics provided insights into pages with high Bounce Rates, which were then analyzed and optimized for better user engagement. In the quest for website optimization, the team used Screaming Frog to identify duplicate pages and those with thin content, streamlining the website's structure for improved search visibility. Ahrefs played a pivotal role in identifying niche-specific keywords that displayed featured snippets on search engine results pages (SERPs). Armed with this information, Infidigit optimized content to secure top featured snippet positions, further boosting the CTR. Finally, data provided by Microsoft Clarity was harnessed to enhance website conversions, ensuring that users had a seamless and effective experience while navigating the Orange Health Labs website.
Solution
What set this campaign apart was its unwavering focus on not only driving a large amount of traffic to the website but also converting organic traffic into paying customers. Featured Snippet Optimization: We employed a nine-step process to optimize our transactional, keyword-rich content, aiming to secure featured snippet rankings. Given the already low search volumes for our set of target keywords, achieving a Rank 0 or a top-three position became imperative for optimal visibility and effectiveness. But it went beyond acquiring traffic; Conversion Rate Optimization (CRO) was pivotal and it included: With the aim of enhancing conversion rates, strategically placed prominent Call-to-Action buttons throughout the website, informed by data-driven insights obtained from studying user behavior. Data acquired from Microsoft Clarity was utilized to analyze user behavior throughout the website, facilitating informed decision-making processes. Implementing user-centric design changes like the addition of search buttons and floating CTA buttons to help book tests directly to enhance conversion rate optimization Crafting persuasive copy by emphasizing features like 'complimentary home sample collection' and 'rapid report delivery within 6 hours' to drive higher conversion rates. We minimized user friction points by replacing the excessively lengthy order form, which consumed significant time, with a streamlined cart system, resulting in quicker checkouts and reduced drop-off rates. We added trust signals for improved conversions by incorporating authentic user reviews onto the website. This addition enhances credibility, a vital aspect within the sensitive medical niche, fostering trust in our company. Through data analysis, Infidigit identified user behavior, refined the user experience, and developed hyper-local landing pages, user-centric design enhancements, a streamlined booking process with a cart, and improved landing page layouts with persuasive CTAs to convey value propositions succinctly.
Results
Results at the end of the 6-month campaign: Internal Links: Up by 116.65% from 59.4k to 128.6k External Links: Increased 51.45% from 1.1k to 1.6k Top 3 Rankings: Strengthened by 30.21% from 2.8k to 3.7k Featured Snippets: Grew 85.7% from 28 to 52 Impressions: Improved 19.74% from 458.0k to 548.5k Clicks: Rose 82.95% from 3.5k to 6.4k Users: Doubled, from 4.9k to 9.7k New Users: Increased by 89.60% from 4.1k to 7.8k Sessions: More than doubled, from 5.6k to 11.5k Avg. Session Duration: Improved by 12.42% Conversion Rate: Soared by 77.53% from 260 to 568 Bookings: Skyrocketed by 266.45% ROI: Impressive 250% boost The 'Prescription to Success' campaign not only met its goals but also redefined local search marketing for at-home services. Through tailored strategies, collaborative team efforts, and a user centric approach, not only did it boost visibility, but also transformed conversions, and delivered a phenomenal 7X ROI - eclipsing the original primary goal by reaching an outstanding 266%.
