52%
Increase in Impressions
in 6 months
Industry: Healthcare, IVF, Fertiflity
Platforms/Tools: Search Console, SEMrush, Ahrefs, GA4
Brand Overview
Milann, a leading fertility and women’s healthcare provider in India, struggled to appear on search engines for high-intent, conversion-focused queries. Despite its strong reputation offline, their online visibility was limited, leading to poor traffic, missed opportunities, and low search coverage in key cities like Bangalore, Delhi, Chandigarh, and Ahmedabad.
The Challenge
Poor rankings for high-intent keywords like “IVF doctor near me”, “fertility hospital in Bangalore”, etc.
Limited search engine coverage across service pages and city-specific clinics.
Ineffective website architecture and low crawlability.
Low authority content without topical depth or structured relevance.
The Goals
Improve SERP coverage
Improve monthly traffic
Improve keywords ranking for major services and topics
Strategy & Action Taken
Technical Fixes
Resolved crawl issues, improved loading speed, and optimised Core Web Vitals. Removed legacy scripts and consolidated broken or duplicate pages.
Manual Sitemap Overhaul
Rewrote the entire sitemap manually to highlight priority URLs and remove unnecessary crawl noise. This allowed Googlebot to better navigate and prioritise high-value content.
On-Page Optimisation
Updated meta titles, H1s, image alts, schema, and internal linking across all city and service pages. Implemented FAQ and review schemas for better SERP real estate.
E-E-A-T Driven Content Clustering
Built a robust content architecture focused on Experience, Expertise, Authoritativeness, and Trust. Topics were grouped into clusters, such as IVF, IUI, PCOS, and Egg Freezing, with interlinked blogs and service pages surrounding each.
Website Hierarchy Redesign
Restructured the website to improve navigation, internal linking, and crawl depth. Prioritized discoverability of top services and cities, aligning both with user journey and Google’s indexing behaviour.
Key Results
Highlights
Last 6 months:
Total Clicks: 40.5K
Total Impressions: 4.22M
Average Position: Improved from 20.9 to 17.4
Compared to the previous 6 months:
Impressions jumped from 2.78M → 4.22M (↑51.8%)
Avg. position moved closer to the top 10 for several target clusters
Key Takeaway
Milann’s SEO overhaul was a deep, layered transformation. By combining technical accuracy, manual control over crawlability, E-E-A-T aligned content, and structural redesign, we turned SEO into their #1 acquisition channel, driving high-intent traffic at scale across India.
This is a textbook example of how deep SEO execution can enable healthcare brands to dominate niche, intent-driven markets in both metro and tier-2 cities.