Metropolisindia

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%
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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
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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