How Fortis Healthcare Climbed to the Top of Search Results
Introduction
As digital behaviour continues to reshape healthcare journeys, patients no longer seek treatment solely at hospital doors—they begin their search online. In fact, over 70% of healthcare consumers now turn to digital sources for medical information. Recognising this shift, Fortis Healthcare took decisive action to ensure its medical expertise was not just available but easily discoverable in the digital space. With a legacy of clinical excellence and a trusted network of specialists, Fortis took a proactive approach to make that happen. This initiative went beyond simply increasing visibility; it aimed to provide intuitive, timely access to the information patients need—whether that’s finding the right doctor, exploring specialities, or understanding treatment options.Challenges:
We started by analysing the factors affecting Fortis’ online visibility, such as:- Service pages and doctor profiles were not ranking on Google’s first page.
- Low website traffic reduced patient access to vital information.
- Keyword gaps prevented patients from easily finding relevant services.
- Technical issues—such as broken links, missing content, and unclear URLs—hindered search engines from indexing important pages.
Our Objectives
To address the challenges, the team set out some key objectives, including:- Achieve first-page rankings for a wide set of high-intent, targeted keywords.
- Drive a measurable increase in organic website traffic across key service pages.
- Improve rankings for doctor name searches to make it easier for patients to find specialists. Strengthen visibility for core specialities such as cardiology and oncology.
Strategy and Implementation
1. Improve Search Relevance by Fixing On-Page SEO
Before diving into optimisation, we first analysed the existing search performance and content gaps to understand where improvements were needed. To enhance the search visibility of Fortis Healthcare’s key service pages, we conducted a comprehensive keyword mapping exercise. This helped identify the most relevant search terms patients use, making it easier for them to find the healthcare information they need.- Keyword Categorisation and Clustering: We discovered that the absence of keyword categorisation was weakening the site’s topical relevance and its ability to rank for key healthcare services. To address this, we analysed search behaviour and intent behind each keyword, then grouped them into specific clusters reflecting patient needs and information goals. This enabled each page to target more precise and relevant search terms effectively.
- On-Page Element Optimisation: On-page SEO elements were also refined to improve both search performance and user engagement. Meta tags, headings, and descriptions were rewritten to make listings more appealing in search results, while internal linking was strengthened to guide users seamlessly to related specialities and services. At the same time, content across service pages, doctor profiles, and blogs was restructured for better clarity and readability. Earlier, much of the information was dense and highly technical, making it difficult for users to grasp key details quickly. Simplifying the language, organising content more logically, and using clear headings and bullet points helped make medical information more accessible without compromising accuracy.
- Duplicate Content Resolution: Additionally, during this clean-up process, we also addressed duplicate category pages that were leading to keyword cannibalisation and user confusion. These overlapping pages diluted the site’s relevance and made it harder for search engines to determine which page to prioritise. By consolidating similar content and directing focus to the most appropriate URLs, we strengthened the site’s topical clarity and improved both user experience and search engine recognition.
2. Addressing Technical SEO Gaps for Stronger Performance
3. Building Authority with Off-Page SEO & Backlinks
To strengthen credibility and authority, we focused on content-driven off-page SEO strategies. Publishing guest articles and expert insights on prominent platforms such as Medium, Google Sites, and The OmniBuzz positioned Fortis Healthcare as a thought leader in the healthcare domain. These contributions increased brand visibility and generated high-quality backlinks, which are critical for improving domain authority and search rankings. Beyond publications, we ensured active participation on well-regarded medical forums and Q&A platforms like Quora. By consistently responding to healthcare-related queries with informed insights and medical expertise, Fortis established itself as a trusted voice in online health communities. These engagements also helped generate referral traffic and earned backlinks naturally through meaningful conversations and resource recommendations. Together, these off-page efforts complemented on-site optimisation by improving Fortis Healthcare’s online reputation and search engine trustworthiness. The combination of authoritative content placement and community engagement helped create a well-rounded SEO strategy that supports sustained growth in organic search performance.Results
- 1600+ out of 4750 keywords are now ranking on the first page of SERP, reflecting an approx 490% growth in first-page rankings.
- 56% increase in organic traffic in a year
