Known to be one of the leading diagnostic laboratories in India, the company has also an emerging market across the continent in Africa. The company was established in 1981 and has been accredited by the prestigious CAP score of 98.5%

Project Background

Healthcare

Metropolis India Lab has got its approval as one of the approved testing centers of COVID-19 by ICMR (Indian Council of Medical Research). The company collects samples for testing from home, provided the patient has been prescribed by a

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Challenges

Metropolis has been approved for the COVID‑19 test or novel coronavirus testing by the Indian Council for Medical Research (ICMR). This is an immense responsibility that needs to be carried out by the company with the utmost proficiency and care. Thus, a proper and steady flow of traffic generation is important, in order to make more and more people aware of this facility that they are offering. Some of the key areas of improvement include:

Improve ranking for main keywords
Organically increase non branded keyword traffic
Increase awareness of their service
Focus on the locations they serve in COVID 19 crisis

Strategy

A well-planned approach helps the website gain potential traffic that immediately needs the COVID-19 test. Precise yet comprehensive strategies like keyword research, refinement of website, and other technical aspects need to be implemented in order to get the desired outcome. The following are the main aspects which were more concentrated on

Detailed keyword research
Mix of Short-tail & Long-tail keywords
Website structure refinement
Technical audit to optimize website for non-branded keywords
Including keywords in content that target audience search

Results

Interestingly, the website ranked on the 1st page of the SERP on Google within the first week of its launch. This shows a remarkable potential of the company. An improvement in the visibility of their pages in the targeted cities during these tough times will help more and more patients in the months ahead. The following are the wonderful results of the strategies applied -

Organic visibility increased in targeted cities
Increase in website traffic
Started ranking on 1st page within a weeks time for both long and short-tail keywords

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