Industry: Hospital Equipment
Services Offered: SEO, Google Ads
Business Type: B2B
Country: India
Website Platform: WordPress
Successful digital marketing has changed the fortunes of many small and medium-scale industries. Here, strategic SEO & Google Ads services have played a very important role. Today we wish to share the success story of a sterilizer manufacturer in India.
The hospital sterilizer industry is growing due to the increasing demand for sterilization equipment in healthcare facilities around the world. Factors driving this growth include the growing incidence of hospital-acquired infections, the increasing use of minimally invasive surgical techniques, and increased awareness of the importance of infection prevention.
At the same time, it’s a very competitive market where large companies with deep pockets are dominating the industry, but ambition does not see all limitations and the success story starts here.
Challenges
Our customer, a hospital sterilizer manufacturer, wanted to grow very fast and take advantage of ever-growing demand after the pandemic. The company was in a position to offer very competitive prices, technical excellence, and quick supply, but did not have the direction to get customers as fast as possible. When customers approached OPAL INFOTECH, we observed the following challenges to meet for making our clients grow.
Competition from Small Manufacturers
There are local manufacturers who supply substandard quality products at much lower prices, but hospitals can only realize quality after the product has performed for 3 to 4 months; their products are not as per industrial standards in the sense that there are many competitors in the market, which can make it difficult to stand out and gain market share. This requires creativity and resources to build brand awareness and differentiate your product.
Competition from Large and MNC Manufacturers
These types of manufacturers are well-established and have ample resources. They invest in creating detailed and informative product materials, providing effective training for sales staff, and building relationships with key decision-makers within healthcare facilities. Additionally, companies invest in establishing a strong brand and in marketing and advertising campaigns to help promote their products and reach new customers.
Limitations for Clients
While discussing with the client, he informed us that they do not have a large marketing force, so it’s not possible to visit them and participate in exhibitions, so the only source of business is strong digital marketing.
The client wanted very fast results without any delay as the market was growing speedily and did not want to lose a single opportunity, Client wanted to focus on specific areas of India & few developing countries. At the same time, the client had an understanding that the process of purchasing a sterilizer can be lengthy, involving multiple decision-makers and stakeholders within the healthcare facility, which can be time-consuming.
Solution
After understanding the hastiness of our client to capture maximum business in the shortest possible time at the same time client, while also wanting to explore all possibilities with the available budget, we suggested SEO and Google Ads services to start with.
- We have various SEO packages that offer different types of strategies at different frequencies. SEO Ultimate is one of our highest-end packages, which we offer to ambitious and growth-oriented customers. This SEO package gives faster results, and our SEO experts’ team continuously works on content, optimizing it and applying all parameters of technical SEO. The client opted for this package. We deeply studied existing competitors’ digital strategies to keep their listings at the top, and we became very proactive in all those areas.
- SEO is a customised process; each business, industry, and website needs a different type of strategy. We built a solid technical and off-page SEO strategy and prioritised our course of action. We added relevant content to the product page, which is part of our ultimate SEO package.
- Off-page SEO refers to the techniques and strategies used to improve a website’s search engine rankings by optimizing external factors that are not directly controlled by the website owner.
- Building the right SEO strategy is the key to success, and our SEO team implemented it with keyword research and optimization, which consists of identifying and using relevant keywords in your content, meta tags, and URLs, which help search engines understand the topic of web pages and improve rankings for selected keywords.
- Content optimization is the most important service we offer under the SEO Ultimate package. By creating high-quality, unique, and valuable content that is relevant to the target audience, web pages can improve their visibility in search engine results and attract targeted visitors.
- We took care of meta tags, including the title tag, meta description, header tags, and more.
- SEO-friendly URLs imply that optimising your web pages’ URLs by including keywords and making them simple and easy to understand can increase their visibility in search engine results.
- Image optimization, which involves optimising images by compressing them and using descriptive filenames and alt tags, can help search engines understand the context of images and improve their visibility.
- Linking to other pages and posts on a website can help visitors navigate the site and search engine spiders understand the structure and hierarchy of content.
- For quick results, we also built and implemented Google Ads services targeting potential countries, keywords, and timings. Regularly adjusting bidding, editing key phrases, and changing ad content always help to get desired results.
Outcome
Putting SEO strategies into practise and seeing results takes patience but it gives drastic results when we put SEO efforts in ultimate ways. The method used to improve traffic and attract more qualified leads have optimized keywords in various phrases which people are generally searching and lead to the client’s website, though the client’s product portfolio was small but the product visibility through all possible maximum search phrases increased and tapped all the right audience. The Organic SEO Traffic Progress on a month-by-month basis is seen below, following the implementation of an aggressive SEO approach in 2022 to attract more quality leads to the site from the search engines.
- Following the implementation of the effective SEO strategy and Google Ads, traffic increased year over year in 2022 as compared to 2023, with all visits up by 52.24% and all new users up by 55.84% in 2022 as compared to 2021.
- The growth in annual organic search traffic between 2022 and 2023 as keywords progressed was driven by an increase in visits from organic search of 93.17%, as well as a rise in organic new users of 95.80%
- Additionally, as a result of the application of keywords, organic traffic from other targeted nations grew such as Africa, USA, UK, and many other countries, boosting website traffic and helping to meet the objective of attracting visitors from all over the world.
- Google Ads ROI also fantastically shoot up by Clicks increased by 25.10% in last 18 months on practically identical budgets spent, while average CPC decreased by 18.57% and users increased by 21.40%.
All Traffic Progress
- All Visits Increased 52.24% in 2022 as compared to 2021
- All New Users Increased 55.84% in 2022 as compared to 2021
Organic SEO Traffic
- Organic SEO Traffic Progress Month on Month Basis After Adapting aggressive SEO strategy adapted in 2022
Yearly Organic Search Traffic
- Organic Search Visits Increased 93.17% in 2022 as compared to 2021
- All New Users Increased 95.80% in 2022 as compared to 2021
Google Ads Traffic
- Last 18 months clicks have increased by 25.10% in almost similar budget spent, Avg. CPC reduced by 18.57%
The main goal of SEO for a hospital equipment manufacturer is to improve the visibility and ranking of their website in search engine results, in order to attract more relevant traffic and ultimately increase sales and revenue.
Google Ads can help a hospital equipment manufacturer grow their business by increasing visibility and driving relevant traffic to their website. The platform allows manufacturers to create and run targeted ads to specific audiences, which can result in increased brand awareness and conversions.
Some best practices for SEO for a hospital equipment manufacturer include optimizing for relevant keywords, creating high-quality, informative content, and building backlinks from reputable sources. Additionally, it’s important to ensure that the website is mobile-friendly and that the website is well-organized and easy to navigate.
A hospital equipment manufacturer can track the success of their SEO and Google Ads campaigns using analytics tools such as Google Analytics and Google Ads. These tools provide data on website traffic, conversions, and other key metrics that can help manufacturers understand how their campaigns are performing and identify areas for improvement.
Some common mistakes that hospital equipment manufacturers make with their SEO and Google Ads campaigns include not optimizing for relevant keywords, not creating high-quality, informative content, and not building backlinks from reputable sources. Additionally, not using analytics tools to track the success of their campaigns, and not regularly monitoring and adjusting their campaigns to optimize performance.
Conclusion
There is always the benefit of making the right decision at the right time when you see an opportunity and grab it, it always gives significant advantages in terms of competitiveness, business growth, brand building, diversification in revenue model, and building momentum in the business. Today, within a short span, our client is planning for manufacturing and product expansion in a big way. A promising business environment has enabled them to hire talent and build trust with them so they can join the organization, which has also assisted them in increasing the company’s efficiencies, effectiveness, and productivity. In short, along with speedy growth, reducing dependency in one area and spreading risk is the best business strategy.
