B2B Medical Equipment Supplier & Service Provider
Medical Equipment & Healthcare Technology
B2B trading, installation, service & maintenance
April 2025 → 16 December 2025 (ongoing)
When this UAE-based medical equipment supplier engaged us in April 2025, they already had a functioning website and were actively running paid search campaigns.
But organic search wasn’t pulling its weight.
The site was getting some traffic, but very little of it was translating into WhatsApp messages or contact enquiries, especially from non-brand searches. Most visibility came from people who already knew the brand, not from hospitals or clinics actively searching for equipment or services.
Once we dug into the site, the reason became obvious.
The problem wasn’t a lack of demand.
It was how the website was built and presented for search.
Key service pages existed, but:
Because of this, Google struggled to understand what each page should rank for, and users didn’t feel confident enough to take action.
As a result, the site wasn’t just missing traffic.
It was missing the right kind of traffic — people actively looking for medical equipment solutions and ready to enquire.
Increase non-branded and branded organic visibility and make organic search a consistent source of WhatsApp and contact enquiries, independent of paid campaigns.
Rather than chasing quick wins, we followed a structured SEO rollout aligned with the SOW, focusing on:
This ensured growth was systematic, measurable, and sustainable.
What we did (as per SOW):
Because of this, Google struggled to understand what each page should rank for, and users didn’t feel confident enough to take action.
As a result, the site wasn’t just missing traffic.
It was missing the right kind of traffic — people actively looking for medical equipment solutions and ready to enquire.
Why this mattered
These fixes removed crawl inefficiencies and helped Google clearly interpret page structure — a prerequisite for ranking improvements.
For the first quarter, we focused on:
Focused on transactional and commercial B2B intent and avoided low-intent informational terms
For the first quarter, we focused on:
Keyword selection prioritised:
What we optimised:
Each money-making page was optimised top to bottom:
We optimised:
Existing service content was cleaned up, restructured around buyer intent, and removed filler content that diluted relevance.
As a result, pages began ranking for non-brand commercial queries, not just branded searches.
Activities included:
| Metric | Before | After |
|---|---|---|
| Total clicks | 595 | 1,650 |
| Total impressions | 50,000 | 213,000 |
At the start of the engagement in April 2025, WhatsApp was not generating any measurable activity from the website. As non-brand visibility improved and service pages were restructured for clarity and intent, WhatsApp emerged as a meaningful enquiry channel.
1-30 April
Between November and mid-December 2025, the site recorded:
From April’25 to the current month of December’25, they have received a total of 276 WhatsApp clicks.
This shift confirmed that organic traffic was no longer just increasing in volume; it was driving action-oriented enquiries aligned with the client’s primary business goals.
