In December 2023, St Joseph Hospital in Sri Lanka embarked on a digital transformation journey with HypeX Digital Marketing Agency.
Tasked with developing and optimizing the hospital’s website, HypeX aimed to enhance SJ Hospital’s online visibility and quickly achieve top search engine rankings.
This case study explores the strategies and efforts employed by HypeX to propel SJ Hospital’s website to the top 10 rankings in less than two months.
Project Timeline
HypeX began developing the SJ Hospital website at the end of December 2023. The project was completed within three weeks, and by February 2024, the website had secured a spot in the top 10 search engine rankings for relevant keywords.
Industry Analysis and Design Strategy
HypeX did a comprehensive healthcare industry analysis, examining what leading hospitals worldwide had implemented on their websites. This research informed the development of a unique design structure for SJ Hospital, creating a competitive advantage in the Negombo healthcare market.
SEO Strategies
On-Page SEO
We focused on robust on-page SEO strategies to optimize SJ Hospital’s website. Key tactics included:
- Keyword Integration: Each page was meticulously designed with specific keywords in the title, ensuring relevance to standard search terms.
- Interlinking: All necessary pages were interlinked, enhancing the website’s internal linking structure and improving user and search engine navigation.
Off-Page SEO
Off-page SEO efforts were also integral to the success of the project:
- Content Marketing: Regular updates with high-quality, informative articles helped build authority and drive traffic.
- Backlink Strategy: Efforts were made to acquire backlinks from reputable sources, further boosting the website’s search engine rankings.
Keyword Research
Targeting the right keywords was crucial for the website’s success. Primary and secondary keywords included:
- Primary Keywords:
- Hospital in Negombo
- Hospital in Sri Lanka
Content Development
To ensure the content was engaging and accessible, HypeX adopted a simple, conversational tone. The content was crafted to be easily understood by young and aged individuals, avoiding complex terminology and jargon.
Website Structure
The website was structured with a tree topology, ensuring no page went deeper than three layers without being linked by at least two other pages. This streamlined architecture improved both user experience and search engine crawlability.
Regular Updates
During the initial two months, the website underwent significant content enhancements. Updates included:
- Content Improvement: Regularly updating articles and on-page content to maintain relevance and quality.
- Technical Updates: We improved the website’s technical soundness by improving site speed, mobile optimization, and overall performance.
Traffic Generation
HypeX utilized several tools to monitor and measure traffic,
- Google Analytics
- Automated reporting Tool
- Comprehensive Analysis Tool for Audit
Advertising Campaigns
Google Ads and Meta Ads campaigns were pivotal in driving initial traffic. Notable achievements included:
- Walk-in Patients: The ads generated significant walk-ins within the campaign’s first week.
- Active Following & Reach: Created a dialog in the society and got people to engage with the content
Challenges
Despite the successes, HypeX faced several challenges,
- Online Reservations: Competing platforms like Doc990, oDoc, and eChanneling made it challenging to drive online reservations.
- Local Competition: A nearby famous hospital posed a challenge to brand visibility.
- Client Mindset: Managing the client’s traditional mindset requires continuous effort to align their understanding with the digital strategy.
Results
The results were impressive,
- Traffic: Over 900 visitors within the first 28 days.
- Rankings: Achieved top 10 rankings for “hospital in Negombo” within one month and top 5 within two months.
Client Feedback
SJ Hospital’s feedback was overwhelmingly positive. They appreciated the website’s performance and user-friendly nature. Unlike many other agencies in Sri Lanka, HypeX’s approach of handing over full ownership of the website to the client was highly valued.
Conclusion
HypeX’s strategic website development and SEO optimization approach significantly enhanced SJ Hospital’s online presence. Through meticulous planning, effective execution, and continuous updates, HypeX successfully positioned SJ Hospital as a top-ranking healthcare provider in the digital space. The unique design structure and competitive analysis gave SJ Hospital a distinct advantage, solidifying its position in the Negombo healthcare market.
