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Executive Summary
Our client, Blue Horizon Blood Tests, is a UK-based, doctor-led medical team providing a variety of medical tests. Their commitment to excellence is reflected in their promise to deliver prompt pathology reports, ensuring 100% accuracy for patients. With a network of partner clinics and convenient home services, they are a beacon of reliability in medical diagnostics.
Challenges and Objectives
Blue Horizon Blood Tests provides on-demand medical tests to its online-based customers. With this business model, they used their partner clinics to serve their customers quickly while maintaining accuracy. They also had room to serve more clients. So, they wanted to:
- Use SEO to get more clients, organically.
- Rank higher on SERPs for service-specific keywords.
- Rank for high-converting BOFU (Bottom of the Funnel) keywords.
- Boost SEO authority using high-quality backlinks.
- Get brand mentions from the UK’s top media publishing sites.
So, to achieve all these desired results using SEO strategies, we suggested to them the best possible service.
Strategy and Implementation
As with all our Digital PR campaigns, we opted for a Content-led PR link-building strategy. To do that, we had to craft a content that’s—-
- Link-worthy
- Aligns with the healthcare industry
Our Process
As for all our PR campaigns, we followed our three step process- Ideation, Content Creation, and PR Outreach (ICP) to secure links from major publications relevant to healthcare industry.
Ideation
Recently, we did a campaign in the US market that got us 29+ editorial backlinks. So, we decided to replicate the same campaign targeting the UK market.
So, we planned to write content featuring the “Healthiest Areas Index of the UK 2023”.
Content Creation
After ideation, our team of data analysts sourced data from the Office for National Statistics and GP Patient Surveys. They worked on the following health-indicating areas:
- Annual Mean PM2.5 Concentration (Air Quality).
- Current Smoking Adults.
- Alcohol Misuse.
- Cancer Prevalence.
- Diabetes Prevalence.
- Drug Misuse.
- Healthy Eating Habit.
- High Blood Pressure.
- Kidney and Liver Diseases.
- Adults with Mental Health Problems.
- Overweight and Obesity.
- Physical Activity.
After sourcing this data with our analysts, we involved our content team with their findings. They worked collaboratively with the data analysts and crafted the link-worthy content for our client. Meanwhile, the visualizers made an infographic to present the data in an appealing way.
Check out the infographic we developed with those boring data:
You can also read the full content here: Healthiest Areas Index of the UK 2023
PR Outreach
After publishing the content, we made a list of relevant journalists from the sites we wanted backlinks from. Then, we tailored our pitch for each journalist, and visible results started to come within the next 7–10 days.
Results
- Total Backlinks: 23+
- DR90+ Backlinks: 2
- DR80+ Backlinks: 4
- DR70+ Backlinks: 4
Special Note
Can you notice the change in positions? Also, check the keywords!
The highlight of this screenshot is ranking on top of SERPs for keywords with buying intent!
Noteworthy is the substantial progress made in the UK market, particularly with the jump in the keyword “private blood tests,” a distinctive feature of our client’s services. They’ve catapulted from the 23rd position to an impressive 4th place on SERPs.
Similarly, for the keyword “private blood test,” they now hold a position in the top 3, a significant leap from their previous 10th position. These keywords together generate a substantial traffic volume of 9.9k (5.7k + 4.2k).
Additionally, for the search term “private blood tests near me,” they’ve surged to the 7th position from the second page of SERPs
This surge in visibility promises a substantial influx of patients, directly impacting their revenue in a positive way. This achievement underscores the effectiveness of our strategies in enhancing their online presence and driving business growth.
Conclusion
Despite having less than 10k+ organic monthly traffic, our client prioritized quality over quantity, focusing on keywords that attracted potential patients requiring their services.
Even with us, they wanted the same. And our DR90+ PR Backlinks service did the right job.
Using our strategy, we secured 23+ editorial backlinks from esteemed platforms such as MSN, The Sun, Express, Daily Star, and Birmingham Mail. These influential backlinks not only amplified their visibility but also sent robust signals to Search Engine Results Pages (SERPs), affirming Blue Horizon Blood Test as a trustworthy and authoritative site within their industry.
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