Home > Case Studies > Diagnostic Lab Case Study
The Client
A leading diagnostic healthcare provider offers comprehensive lab tests and health checkups across seven major Indian cities, including Mumbai, Delhi, Bangalore, Hyderabad, Noida, Gurgaon, and Faridabad. Known for its speed, reliability, and convenience, the provider delivers a wide range of diagnostic services, such as blood, urine, stool, and sputum tests, to ensure accurate and timely health insights for customers.
Through innovation and a commitment to quality, the brand has established itself as a trusted partner in preventive and diagnostic healthcare, catering to individuals across all age groups and playing a vital role in India’s healthcare ecosystem.
The Objective
To strengthen its digital presence and drive business growth through organic channels, the diagnostic provider set out to achieve the following key objectives:
- Increase Click-Through Rate (CTR): By improving rankings on search engine results pages (SERPs), especially for high-intent keywords, the goal was to attract more users and drive qualified traffic to the website.
- Establish Stronger Brand Authority: Securing featured snippets and position-zero placements on Google would boost credibility and trust, especially in new cities beyond its core markets, helping position the brand as a go-to healthcare provider.
- Boost Website Visibility: Featured snippets take up significant space on mobile search results. Capturing these would elevate visibility and reduce competitors’ presence on the page.
- Drive More Transactions Through Organic Traffic: By focusing on transactional keywords that trigger user action, the goal was to increase conversions and revenue via the organic search channel.
The Challenge
The diagnostic provider faced several strategic and technical hurdles that limited its ability to drive organic conversions:
- Lack of Visibility for Transactional Keywords: The website content was primarily geared toward post-purchase information, making it invisible for high-intent transactional keywords—those typically searched by users just before making a purchase decision.
- Limited City-Wise Keyword Opportunities: There was a shortage of keywords with substantial search volume on a city-specific level, and much of the existing content was overly focused on commercial and location-based queries without capturing broader transactional intent.
- No Map Pack Advantage for Local SEO: Since the brand offers at-home diagnostic services, it lacks physical storefronts, eliminating the opportunity to appear in Google’s local “map pack” listings, a key traffic driver in local SEO.
- High Local Competition: Each target city had unique, established local competitors, making it challenging to rank for top organic positions. With limited SERP real estate and high competition, capturing meaningful organic traffic required a highly strategic and data-driven approach.
The Solution
To overcome the limitations in visibility and capture high-intent traffic, the strategy focused on dominating transactional keyword rankings—particularly across major cities where the service was available.
Given that Google’s SERPs in this niche were rich with featured snippets, the core goal was to secure top positions and capitalize on these high-visibility placements.
The solution was executed through a multi-layered approach, which included:
- Keyword Research Based on Intent & SERP Features: A deep dive into keyword opportunities was conducted to uncover terms with transactional intent and SERP features (like featured snippets) that aligned with user behavior and local search trends.
- Competitor Analysis: Local competitor strategies were studied city by city to identify ranking gaps and content opportunities that could be leveraged for organic advantage.
- Localized Content Structuring: A structured content framework was developed specifically for locality-focused pages, enabling better alignment with regional keyword demand and user expectations.
- Strategic Keyword Placement: Key points within the content were optimized to target high-value keywords, increasing the chance of ranking prominently on the SERP.
- AI-Augmented Content Enhancement: To further improve the quality and precision of content, AI tools were used to enhance human-written content, ensuring it addressed user queries more effectively and increased the likelihood of winning featured snippets.
This holistic strategy helped bridge the gap between search intent and visibility, positioning the brand competitively in each target city.
The Result
As part of the strategy rollout, an initial experiment was conducted with five test pages focused on a single city. Each page was optimized using transactional keyword targeting, with keyword research insights sourced from Google Search Console and tailored content structures built specifically around each city’s user behavior.
Following the systematic implementation of this localized strategy:
- The website began securing featured snippets across multiple high-intent keywords.
- This resulted in a substantial increase in visibility for transactional queries, especially those linked to local intent.
- Ultimately, the brand experienced a notable surge in organic traffic driven directly by these optimized, conversion-focused keywords.
The success of the test pages validated the strategy and paved the way for broader implementation across additional cities and service pages.
The Conclusion
In today’s competitive digital landscape, where consumers increasingly depend on online search for healthcare decisions, securing top positions on SERPs is essential for long-term growth. Infidigit recognized this opportunity and implemented a well-rounded strategy centered on transactional keyword optimization and leveraging featured snippets to maximize visibility.
By customizing the diagnostic healthcare provider’s content to align with featured snippet formats such as paragraphs and tables, the campaign not only improved search rankings but also elevated the overall content quality and user experience.
Despite intense competition and ongoing search algorithm updates, the provider successfully secured top positions for several high-value transactional queries, resulting in meaningful improvements in organic traffic, visibility, and business performance.
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